Range Rover adopts new logo for its first EV

JLR has revealed a new logo for the Range Rover brand, ahead of the marque launching its first electric model later this year.

The new emblem was shown off to investors recently and features a pair of Rs linked, as if reflected in water. It is the first logo redesign since the launch of the original in 1970. 

In an interview with Autocar UK, JLR said the new badge will not replace the spelled-out ‘Range Rover’ script. The marque has alway appeared in letters at opposing ends of every model made since the brand’s launch. 

“The Range Rover Motif has been developed as a smaller symbol for where our familiar Range Rover device mark does not fit…and within event spaces where an emblem is more appropriate,” said a spokesperson from the company. 

Range Rover is now one of four JLR sub-brands, alongside Jaguar, Discovery and Defender. It is all part of the company’s House of Brands strategy. Each of those four model lines operated as its own business.

Jaguar has already shown off its new logo but Defender and Discovery have yet to receive their own. 

The Land Rover name will take on a new role as a ‘trust mark’. It will be used in reference to the drivetrains and technology. But it will no longer be pitched so overtly as the parent marque.

Land Rover will remain an integral part of JLR’s operations. Moreover, its name will continue to feature on the cars. 

CEO, Adrian Mardell commented: “Among its many attributes, Land Rover is rightly synonymous with off-road credentials, with technology capabilities…and it will remain visible on our vehicles,  websites, in social media and at our retail sites.”

The logo reveal included a dedicated ‘Range Rover pattern’. This is a checkered design that includes the new ‘R’ logo as a central element. This may end up being used on Range Rover grilles and as a pattern for interior upholstery.