JLR reveals new Range Rover logo, first update in 55 years

JLR has unveiled a new logo for Range Rover as the brand gears up to launch its first electric SUV later this year, as reported by AUTOCAR.

The updated emblem features two Rs in a minimalist, wide-set typeface. This marks the first redesign of the Range Rover logo since the brand debuted its original model in 1970. 

The report further mentioned that JLR confirmed the new logo is part of its ‘House of Brands’ strategy, positioning Range Rover as a distinct luxury brand alongside Jaguar, Defender, and Discovery. However, the new badge will not replace the 'Range Rover' script that has appeared on the front and rear of all models since the brand’s inception.

The logo was introduced along with a specific 'Range Rover pattern' featuring a checkered design that incorporates the new 'R' as a key element.

This update is designed to strengthen Range Rover’s luxury image and reinforce its role in the premium electric vehicle market. The new logo will appear on features such as wheel caps, grilles, and branded merchandise as the brand moves forward with its electric vehicle plans.