New Design Unveiled for Range Rover Logo: Here's Our Take
In a significant move, luxury automaker Jaguar Land Rover (JLR) has introduced a sleek, new logo for its iconic Range Rover brand. The new emblem, a stacked pair of capital "R"s, marks the first dedicated logo for Range Rover since the original model launched in 1970.
The new logo, characterized by its minimalist, wide-set font, creates a distinctive, rhomboid-like shape in the negative space between the letters. This versatile symbol, designed for flexibility, is intended for use where the full ten-letter name is impractical, such as on labels, repeating patterns, and within event spaces.
Despite the introduction of the new emblem, the classic "Range Rover" script will continue to be used on vehicles themselves. The new logo serves as a smaller, more adaptable symbol, allowing Range Rover to maintain brand consistency in places where the traditional badge does not fit.
This logo redesign is part of JLR’s broader "House of Brands" strategy, positioning Range Rover as one of four distinct sub-brands within its portfolio. Each sub-brand now operates as an independent business unit with its own branding and marketing strategy.
The new logo and accompanying checkered "Range Rover pattern" (which features the stacked "R" motif as a central element) are part of Range Rover's push to refine its luxury identity and adapt to new digital and spatial branding needs. This is particularly relevant as Range Rover prepares to launch its first electric vehicle later this year.
Interestingly, the new logo bears a resemblance to luxury fashion brand logos, such as Ralph Lauren and Yves Saint Laurent. It is also worth noting that the repeating-R pattern, possibly for grilles, speaker covers, and the like, consists of the Range Rover R turned to the 12, 3, 6, and 9 o'clock positions.
The new logo might also be seen on Range Rover merchandise, including a potential belt buckle. JLR is also expanding the ownership experience beyond vehicles, possibly explaining the reference to labels and event spaces.
Contrary to speculation, JLR is not expected to follow Mercedes' example of excessive logo usage, as seen on the 2026 SL680 Monogram Series. Instead, the new logo is designed with a focus on brand recognition and adaptability, reflecting JLR’s evolving strategy and the imminent arrival of its first EV.
- The new brand logo of Jaguar Land Rover's Range Rover, a slim pair of capital "R"s, is similar to some luxury fashion brands like Ralph Lauren and Yves Saint Laurent.
- Despite the new logo, the traditional "Range Rover" script will remain on the vehicles themselves, while the smaller, adaptable new logo will be used in places where the full name is impractical.
- The new logo, with its distinctive rhomboid shape and use of the Range Rover R motif, is part of a push by Range Rover to refine its luxury identity and adapt to new digital and spatial branding needs.
- The "Range Rover pattern" featuring the stacked "R" motif could be seen on various Range Rover merchandise, including a potential belt buckle.
- JLR's new logo design belongs to its broader "House of Brands" strategy, positioning Range Rover as one of four separate sub-brands within JLR's portfolio.
- Each sub-brand under JLR, including Range Rover, now operates as an independent business unit with its own branding and marketing strategy.
- The introduction of the new logo and pattern comes as Range Rover prepares to launch its first electric vehicle (EV) later this year, reflecting JLR’s evolving strategy.
- The new logo is designed with a focus on brand recognition and adaptability, in contrast to Mercedes' excessive logo usage on the 2026 SL680 Monogram Series.
- Besides vehicles, JLR is expanding the ownership experience beyond into labels, event spaces, and possibly even fashion-and-beauty, home-and-garden, sports, entertainment, social media, football, European leagues, and premier-league related branding.
