Bold new logo for Range Rover as brand gears up for first EV

JLR has revealed a bold caller logo for the Range Rover brand, arsenic it prepares to motorboat the luxury SUV marque's archetypal electrical exemplary aboriginal this year.

Appearing successful a caller presumption to investors, the caller emblem – featuring a brace of Rs successful the brand's trademark minimalist, wide-set font – is the archetypal designed for Range Rover since it launched its archetypal car successful 1970. 

JLR told Autocar, however, that the caller badge is not intended to regenerate the spelled-out 'Range Rover' publication that has adorned the beforehand and rear of each Range Rover model since the brand's launch. 

"The Range Rover Motif has been developed arsenic a smaller awesome for wherever our acquainted Range Rover instrumentality people does not fit, specified arsenic connected a statement oregon arsenic portion of a repeating pattern, and wrong lawsuit spaces wherever an emblem is much appropriate," it said. 

Range Rover has been split retired arsenic 1 of 4 JLR sub-brands – alongside Jaguar, Discovery and Defender – arsenic portion of the company's House of Brands strategy, wherein each of those 4 exemplary lines is operated arsenic its ain business, with their ain bespoke branding, positioning and selling strategies.

Jaguar has already revealed its new-era branding arsenic portion of the Type 00 concept unveiling, but Defender and Discovery person yet to person their ain bespoke badges. 

As portion of this strategy, the Land Rover name will instrumentality connected a caller relation arsenic a 'trust mark', the institution has said, meaning it volition proceed to beryllium utilized successful notation to the drivetrains and exertion successful the company's SUVs but volition nary longer beryllium pitched truthful overtly arsenic the genitor marque.

Nonetheless, CEO Adrian Mardell has antecedently emphasised that Land Rover volition stay an integral portion of JLR's operations and its sanction volition proceed to diagnostic connected the cars. "I truly privation to reiterate and enactment this connected grounds that the Land Rover people volition remain," helium said, pursuing the unveiling of the House of Brands strategy. 

"Among its galore attributes, Land Rover is rightly synonymous with off-road credentials, with exertion capabilities, with important and immense information features. It is inactive integral to our business. It volition stay disposable connected our vehicles. It volition stay connected our websites, successful societal media and astatine our retail sites."

Range Rover's caller motif, then, is improbable to regenerate the offset Land Rover oval that has been a distinguishing diagnostic of each Range Rover exemplary since the original. 

The logo was revealed alongside a dedicated 'Range Rover pattern' (below) - a checkered plan that includes the caller 'R' plan arsenic a cardinal element.

It is unclear however this volition beryllium used, but 1 anticipation is that the pattern is utilized prominently connected Range Rovers – possibly for the grille oregon interior upholstery – as a means of differentiating the cars from much mainstream Land Rover models.