Range Rover Isn’t Making A Fuss (Yet)
As part of a renewed effort to separate Range Rover as a distinct brand from JLR and not simply a model line of Land Rover SUVs, a new logo has been quietly introduced. First spotted by Autocar, the minimalist design places one capital ‘R’ above another inverted one, creating a rhomboid-like shape in the negative space between them. The font appears to match that of the script that currently finds itself badging the front and rear of Range Rover vehicles, and with this being the first redesign of Range Rover’s logo since the original SUV arrived in 1970, it’s no surprise that the design team wanted to retain some familiarity. But make no mistake – this marks the start of a new era for the British brand, much like the reimagined Jaguar logo does for that marque.
An Addition, Not A Replacement
JLR reportedly told Autocar that the new badge will not replace the existing ones: “The Range Rover motif has been developed as a smaller symbol for where our familiar Range Rover device mark does not fit, such as on a label or as part of a repeating pattern, and within event spaces where an emblem is more appropriate.” We’re thinking the Range Rover House at Monterey Car Week each year would be a good place to start, or sooner yet, the brand’s display at this weekend’s Goodwood Festival of Speed. Range Rover is an official partner of this year’s Wimbledon tennis tournament, and we wouldn’t be surprised if somebody at Range Rover is figuring out how to cut strawberries in the shape of the new logo for next year’s Championships.
On a more practical note, we expect to see the new symbol on elements like wheel center caps, grilles, on apparel, and in specific areas of limited-production models, like the Range Rover SV Carmel Edition, for instance. The mention of the logo’s use “as part of a repeating pattern” brings to mind luxury brands like Louis Vuitton and Gucci, and we can certainly see something similar being applied to fitted luggage, for example.
A New Strategy For New Cars
Related: New Range Rover SV Black Completes Trio Of Blacked-Out SUVs
Jaguar Land Rover is now JLR, and that has split Jaguar, Land Rover, Range Rover, Discovery, and Defender into their own sub-brands as part of JLR’s ‘House of Brands’ strategy. The idea is that each of these brands will appeal to a slightly different customer, and by separating them, JLR hopes to avoid overlap between its segments.
The arrival of the new logo in 2025 seems timed to appear on Range Rover’s all-electric range-topper, expected to arrive before the end of the year. JLR says over 60,000 people have put their names on the waiting list, and they may be among the first to see the new logo applied to their luxury SUVs. That said, this logo is not just for EVs, so expect to see a lot more of it in the near future.
JLR