Double Take: Range Rover’s New ‘R’ Logo Sparks Debate—Strategic Refresh or Branding Blunder for JLR?

 

Key Highlights

 

After 55 years, Range Rover is launching a new logo with a pair of stylized, overlapping Rs set in a clean, wide-set font. The badge is the company's first custom-made emblem since it went on sale in 1970 and coincides with the launch of its first all-electric model later this year.

 

The fresh design isn't replacing the legendary Range Rover script for the front and rear of vehicles, or the classic Land Rover oval. Instead, it's for specialized uses—textile labels, packaging, interior trim, repeating designs, and event branding—where the script in its entirety isn't an option. The badge has already been seen at high-profile events like Milan Design Week and in investor presentations, in finishes from brushed gold to matte black.

 

Brand Strategy and Industry Context

 

The roll-out is a part of JLR's overall 'House of Brands' strategy, wherein Range Rover, Jaguar, Defender, and Discovery are marketed as individual sub-brands each with its own design identity and marketing strategy. The strategy is to create a distinct identity for Range Rover while it is expanding into the luxury electric SUV market.

 

Land Rover will be an 'trust mark' function, emphasizing the engineering and heritage of the brand but no longer the centre of consumer brand positioning. JLR leadership has reassured enthusiasts that the Land Rover mark will not be removed from vehicles.

 

Mixed Reactions and Market Impacts The double-R minimalist logo has been polarizing among fans and branding specialists. Some have seen it as an inevitable step, remaining in line with luxury fashion and automotive trends towards monogram patterns and discreet branding. Others have perceived it as a risk of diluting the rich history of the brand, particularly when iconic features are toned down.

 

The logo would be used on upcoming electric models, trim, and merchandise, after the strategies adopted by luxury brands like Louis Vuitton and Mercedes-Maybach.

 

As Range Rover gets a new image, the industry waits to see if this rebranding will attract loyal fans or cause another round of controversy for JLR.

 

Sources: Exchange4Media, Carscoops, Cartoq, Car and Driver