The Range Rover luxury car brand has redesigned its logo, but you won’t see it on the back of any SUV.
Mirrored lettering in luxury logos is a popular way for high-end companies to mark their territory – Gucci, Fendi, and Chanel all come to mind for that style.
And now Range Rover has joined the club with its mirrored ‘R’ logo and new pattern to help distinguish the Range Rover models and sub-brand.
However, the new badge won’t adorn the back of any Range Rover, Range Rover Sport, Range Rover Velar, or Range Rover Evoque, like you would expect.
Instead, the new logo will be used in where the full ‘Range Rover’ lettering is not suitable.
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“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,” a Jaguar Land Rover (JLR) spokesperson told Drive.
The additional Greco-Roman-like repeated pattern has a checkerboard style of rotating Rs that will likely be added to future model interiors.
The JLR spokesperson described to Drive that the new motif “lends itself to patternation” and may start to appear in various forms across different touchpoints.
JLR confirmed to UK publication Autocar that the new badge is not going to replace the spelled-out ‘Range Rover’ name marked on the front and rear of each model.
But not all are happy with the new look, with several commenters voicing their displeasure at the updated logo.
Some folks in the Autocar comments have spoken their minds, exclaiming “The ‘Range Rover pattern’ looks passable as a muddy boots floor mat,” and “it’s a bit lame.”
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In 2023, Autocar reported a shake-up of JLR’s strategy that would see it become a “house of brands”, with the Land Rover name turned into a “trust mark” and in a way, take a step back from being the explicit parent company.
The four brands under this direction will be Range Rover, Defender, Discovery, and Jaguar – the latter having recently undergone its own redesign and transformation.
With this new look, though, it does not mean goodbye to the classic Land Rover oval.
“I really want to reiterate and put this on record that the Land Rover mark will remain,” CEO Adrian Mardell told Autocar following the unveiling of the new strategy.
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“Among its many attributes, Land Rover is rightly synonymous with off-road credentials, with technology capabilities, with significant and huge safety features. It is still integral to our business. It will remain visible on our vehicles. It will remain on our websites, in social media and at our retail sites.”
The Jaguar Land Rover family has gone through a few logo redesigns, often with public skepticism, and this is no different.
Defender and Discovery have yet to get their own bespoke design concepts, but perhaps it’s only a matter of time.
While Jaguar has undergone its brand change last year, signaled by the Type 00 concept from last year, this is the first Ranger Rover-specific redesign since its debut in 1970.
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