As part of JLR’s House of Brands strategy, Range Rover is now its own sub-brand
July 10, 2025 at 09:50
- JLR revealed a new Range Rover emblem with overlapping Rs and gold finishes.
- The logo won’t replace the Range Rover script or the traditional Land Rover oval.
- The brand says the emblem is meant for limited-use spaces, not primary branding.
Luxury car brands are always evolving, but some transformations are quieter than others. While Jaguar’s recent rebranding stirred plenty of conversation, Range Rover’s latest design update is taking a more understated path. JLR has now overseen a visual refresh for Range Rover that introduces a new emblem and a distinctive design motif, signaling a subtle shift without straying far from tradition.
The new emblem, made up of stacked and mirrored Rs, first appeared during an investor presentation and was later featured in a press release highlighting Range Rover’s debut at Milan Design Week. Shown at the top of an archway, the logo appears in gold and carries a refined, elegant look, though it loses some of that appeal when rendered in black.
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Unveiled alongside this new logo is the Range Rover Pattern. It consists of dozens of interlocking Rs, and while JLR has yet to announce what this pattern will be used for, it could be well suited to use on front grilles and interior surfaces.
Speaking with Autocar, JLR noted that the new badge will not replace the familiar Range Rover script on the brand’s models. Instead, it’s 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.”
As such, it’s unlikely to replace the oval-shaped Land Rover also found at the front of current Range Rover models.
Part of a Bigger Strategy
The new motif has been launched as part of JLR’s House of Brands strategy, where Jaguar, Discovery, Defender, and Range Rover have been split into their own sub-brands. Now that Jaguar and Range Rover have new logos, that leaves just Discovery and Defender without a new corporate look.
As for which model will debut the new double-R badge, JLR hasn’t said. But with the all-electric Range Rover on the horizon, expected to deliver offer 542 horsepower from a dual motor setup, it wouldn’t be surprising if that model becomes the first to carry the new symbol into production.
