Jaguar Land Rover (JLR) is continuing its bold brand evolution with the introduction of a new motif for Range Rover, coming shortly before the anticipated debut of the brand’s first all-electric luxury SUV.
This latest move follows the viral “Copy Nothing” brand campaign and the polarizing unveiling of the Jaguar Type 00 Concept, which stirred heated debate across design and automotive circles.
The newly unveiled Range Rover motif features a mirrored double-R emblem, representing two stacked Rs from the model’s name, giving the luxury SUV marque a modern, minimalist identity in line with JLR’s recent visual overhaul.
“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,” said a brand spokesperson.
In addition to the motif, the brand revealed the “Range Rover Pattern” — a striking checker design composed of rotated and interlocked Rs. While its applications are still under wraps, the pattern is expected to feature in upcoming digital campaigns, merchandise, and event branding.
JLR recently updated its corporate logos, using a refined typeface blending upper and lowercase letters across its divisions. This update is part of a wider rebranding strategy that is also expected to touch Discovery and Defender sub-brands in the near future.
Despite the visual changes, the iconic “Range Rover” lettering badge will remain on the vehicles. The new emblem is meant for contexts where a compact visual identity is needed — not a replacement.
As JLR prepares to debut its first electric Range Rover, it remains to be seen whether this fresh identity will spark another round of public debate — as seen with previous launches — or set a new standard in luxury SUV branding.
