British luxury carmaker Jaguar Land Rover has unveiled a brand new logo for its Range Rover brand. This comes as it prepares to launch the luxury SUV marque’s first electric model later this year. The new logo features a pair of Rs in the brand’s trademark minimalist, wide-set font. It is the first logo designed for Range Rover since the original model launched back in 1970. However, JLR said that the new logo would not replace the trademark and now iconic spelt-out ‘Range Rover’ script that is seen on the front and rear of the SUV. “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,” it said. Range Rover has been split out as one of four JLR sub-brands, alongside Jaguar, Discovery and Defender, as part of the company’s House of Brands strategy. Each of these is operated as its own business, with its own bespoke branding, positioning and marketing strategies. As part of this strategy, the Land Rover name will take on a new role as a ‘trust mark’, the company has said, meaning it will continue to be used in reference to the drivetrains and technology in the company’s SUVs but will no longer be pitched so overtly as the parent marque. CEO Adrian Mardell has said that Land Rover will remain an integral part of JLR’s operations and its name will continue to feature on the cars. “I want to reiterate and put this on record that the Land Rover mark will remain,” he said. It is not clear where this logo will be used, but it will most likely be featured on the grille and interior upholstery of Range Rovers to distinguish it from other Land Rover models. Source: Autocar UK
