First redesign in 55 years reflects a luxury-forward identity
JLR has revealed a refreshed logo for its Range Rover brand, marking the first major design update since the luxury SUV’s launch in 1970. The announcement comes as the marque prepares to roll out its first all-electric Range Rover later this year, according to Autocar.
The new emblem introduces a minimalist aesthetic with two prominent ‘R’s in a wide-set, modern typeface. While sleek and subtle, the redesign signals Range Rover’s evolution as a standalone luxury brand under JLR’s ‘House of Brands’ strategy – which also includes Jaguar, Defender, and Discovery.
Importantly, the new badge will not replace the iconic ‘Range Rover’ script seen on the front and rear of vehicles. Instead, it will be applied selectively – on grille elements, wheel caps, and premium branded merchandise.
JLR has also developed a new visual identity around the logo, including a dedicated Range Rover pattern that incorporates the stylised ‘R’ into a checkered motif. This visual system will be used to reinforce the brand’s premium positioning as it expands into the electric vehicle market.
The updated logo and identity aim to modernise the Range Rover image while preserving its legacy. As JLR gears up for a new era, the branding shift is expected to help position Range Rover more distinctly within the global luxury automotive landscape.
