Range Rover Reveals Iconic New Logo in Major Brand Update

In a significant shift reflecting Land Rover’s evolving brand strategy, the Range Rover lineup has received its first standalone logo since the debut of the original model in 1970. This move comes as part of JLR’s (Jaguar Land Rover) broader plan to transform its model lines into distinct sub-brands, with Range Rover, Defender, and Discovery each taking on more independent brand identities.

New Identity, Subtle Integration

The new Range Rover logo features a pair of vertically aligned and seamlessly fused “R” letters, rendered in a custom typeface that stays true to the brand’s refined aesthetic. However, according to Autocar, JLR has no current plans to place the symbol directly on production vehicles. Instead, the traditional "Range Rover" wordmark will continue to appear on the hood and rear tailgate.

When and Where the New Logo Will Be Used

JLR clarified that the new emblem was developed primarily for use in spaces where the standard horizontal wordmark isn’t practical — such as for branding at events, merchandise, digital media, or printed materials. Moreover, the stylized “RR” may be incorporated into repeatable patterns and visual motifs for 

marketing or design purposes, creating a luxury feel similar to that of premium fashion brands.

Part of a Broader Brand Overhaul

The creation of a unique Range Rover symbol is part of JLR’s transition into a “House of Brands.” This strategy aims to reposition JLR not as the primary badge, but as an umbrella company overseeing several premium automotive sub-brands. Alongside Range Rover, both Defender and Discovery are expected to develop their own visual identities and potentially unveil their own logos in the near future.

With this shift, JLR is targeting a clearer brand hierarchy, allowing each product family to build its own legacy and customer base — much like how luxury car groups separate brands under a single corporate entity.