Range Rover has revealed its first official logo in more than five decades, showing a fresh start for the luxury carmaker as it expands into the electric vehicle (EV). The new logo was introduced during a Jaguar Land Rover (JLR) investor presentation and later appeared at Milan Design Week.
While it won’t replace the familiar “Range Rover” badge that has adorned vehicles since 1970, the company will use it in smaller applications, including labels, branding materials, and event spaces.
“This motif was 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,” a JLR spokesperson said while explaining the purpose of the new design.
During its unveiling, the logo appeared in gold at the top of an archway, capturing attention with its understated glamour. However, in black, some say it loses a little of that premium appeal.
Alongside the emblem, Range Rover introduced the “Range Rover Pattern,” which consists of dozens of interlocking Rs. Although JLR hasn’t detailed how it will use this pattern, the company could place it on interior trims, grilles, or as part of exclusive branding designs.
Range Rover is introducing a new logo. This comes at an important time for the company. Range Rover plans to launch its first-ever fully electric SUV. Over 61,000 people are already on the waitlist. Therefore, excitement is high among customers. They are eagerly awaiting Range Rover’s first EV. This new vehicle brings the brand’s reputation for luxury and performance to the EV segment.
JLR says the Range Rover Electric is undergoing intense testing. In fact, the company calls it “the most intensive testing any Range Rover vehicle has ever endured.” Thomas Müller is the executive director of product engineering. He said, “Our EV is already outperforming some of our top gas-powered models in key areas.”
The logo redesign is part of JLR’s wider “House of Brands” plan. This plan gives Jaguar, Defender, Discovery, and Range Rover their own identities. However, all these brands remain under the company’s umbrella. Jaguar recently unveiled its new logo as well. This leaves Discovery and Defender as the only sub-brands yet to get a similar visual refresh.
JLR spoke with Autocar. The company clarified that it won’t replace the classic oval-shaped Land Rover badge. It also won’t replace the “Range Rover” script seen on current models. Instead, the double-R emblem will serve as an additional branding tool. The company will use it when larger logos don’t fit. It will also use it where a more elegant design is desired.
Range Rover built its first vehicle in 1970. Since then, it has built a reputation as a status symbol. It represents both luxury and ruggedness.
The introduction of this sleek, minimalist emblem shows something important. Range Rover is ready to redefine luxury. This redefinition comes in the age of electrification.
