Range Rover has been given a logo - for the first time since 1970
Jaguar Land Rover has unveiled a new logo for the Range Rover brand. This is the first brand identity update since the original model was launched in 1970. The new emblem is designed in the form of two letters "R" and uses a wide, minimalist font characteristic of the brand.
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The new badge was revealed in an investor presentation and is not intended to replace the familiar Range Rover lettering that remains on the bonnet and stern of all models. As the company explained, the emblem will be used where the standard font is inappropriate - for example, on labels, in repeating patterns or at events.
The logo refresh is part of the House of Brands strategy, which has seen Range Rover, Defender, Discovery and Jaguar designated as separate sub-brands with their own marketing identity. Jaguar has already unveiled a new look, while Defender and Discovery are still awaiting their turn.
However, the Land Rover name will be retained - it will now act as a 'trustmark' to signify the platforms, technologies and off-road qualities of JLR's models. CEO Adrian Mardell emphasised earlier that the Land Rover name will not disappear and will remain on the cars themselves, in social networks, on websites and at dealers.
Alongside the new Range Rover logo, the brand's signature 'Range Rover pattern' was also unveiled - a checkerboard pattern that incorporates the updated symbol. It's not yet clear exactly where it will be used, but it can be assumed that it will be the design of grilles, interiors or special editions, emphasising Range Rover's distancing from Land Rover's more utilitarian models.
Source: Autocar
