Range Rover Unveils New Logo for Areas Where 10 Letters Don't Fit

      JLR

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      At a recent investor meeting, Range Rover has reportedly unveiled a new logo - in fact, two logos: One features an R on top of an inverted R, while the other showcases a repeating R pattern reminiscent of designs from brands like Coach or Gucci.

      According to Autocar, these new symbols will not replace the spelled-out R-A-N-G-E-R-O-V-E-R logos found on the front and rear of the vehicles. Instead, they will be implemented in areas where such lengthy text is not feasible. The British publication shared a 3D version of the new symbol from JLR that has a slight resemblance to old WordArt fonts. A brand spokesperson was quoted saying:

      “The Range Rover Motif has been created as a smaller emblem for use in instances where our well-known Range Rover device mark does not fit, such as on labels or as part of a repeating pattern, and in event spaces where an emblem is more suitable.”

      Logos enhanced by the author for clarity, based on Autocar's uploads. JLR

      Initially, I found this symbol quite underwhelming, and it seems I'm not alone; my friend Chris Perkins at Motor1 described it as “goofy as hell.” However, given that it's intended for vertical banners rather than horizontal text, I suppose it’s acceptable.

      With the limitation of using two Rs, this is probably the most sensible option. Two offset-stacked Rs would resemble Rolls-Royce, while one backwards R followed by another R would be overly chaotic, so an upside-down R makes sense!

      The repeating R pattern appears somewhat simplistic in its digital rendering, but I remain hopeful that it will look more appealing when used as a seat pattern, texture, or accessory. We have also reached out to our contact at JLR and will provide updates if we learn more about how and where this new symbol will be applied.

      JLR has been working to distinguish its models into unique brands, with Range Rover representing the luxury sector, Discovery as the entry-level option, and Defender holding the flag for off-road capabilities. Nevertheless, the Land Rover brand is here to stay for the foreseeable future. As quoted by Autocar, CEO Adrian Mardell stated during a previous presentation:

      “Among its many attributes, Land Rover is rightly associated with off-road capabilities, technological advancements, and significant safety features. It remains central to our business. It will continue to be visible on our vehicles, as well as on our websites, social media, and at our retail locations.”

      I appreciate Land Rover’s green oval logo. It’s charming and easily recognizable without appearing overly forced, unlike the new Subaru Wilderness emblem, which seems excessively loud and attention-seeking.

      The teams managing Land Rover and Range Rover have been striving to eliminate the whimsical elements that made the brand attractive throughout the 2010s, despite the high running costs and poor reliability reputation of the vehicles. Range Rovers have generally become more reliable over the past decade but have also lost much of their distinctiveness and visual appeal.

      On the left is a 2006 third-generation (L322) Range Rover, while the right shows the current fifth-generation model (L460). JLR

      My colleague Jerry Perez often argues with me about this, claiming I’m being unreasonable—but compare a Range Rover from around 2005 to one from today. The older model projects a sense of regal adventure with its quirky lights and robust lines, while the new version seems to fit more comfortably on a store shelf at Best Buy.

      In conclusion, I’m not surprised that the latest logo trend favors a sleek and uninspiring arrangement of letters. While I prefer this approach over a whimsical depiction of Paddington Bear jumping in a mud puddle while waving a Union Jack, I eagerly await the day when the trend of minimalist designs makes way for more vibrant and creative expressions.

      Have a tip? An opinion on Range Rover's new logo? Feel free to contact the author at [email protected].