Jaguar Land Rover (JLR) has been working on its branding recently. The wave began with the "Copy Nothing" video and the controversial launch of the Jaguar Type 00 Concept. Now it is time for Range Rover, which has received a new motif. This comes at a time when the luxury SUV maker is preparing to introduce its first electric model in the near future. Will it be a source of new controversies for the manufacturer? Time will tell.
The new motif of the brand features a funky design with two Rs stacked on top of each other in the form of mirrored images. JLR has already introduced its new streamlined logos, featuring a typeface that blends uppercase and lowercase letters; however, there are still expectations of specific rebrands for the Discovery and Defender SUVs.
Also Read: Range Rover SV Black Edition Breaks Cover- To Be Available In India?
Along with the new logo, the brand has revealed something called the "Range Rover Pattern". This is a new checker pattern consisting of rotated and interlocked Rs from the Range Rover name. The use of this pattern remains to be revealed by the automaker.
It will find space on the front fascia, the upholstery of future models, the speaker, and more. If the brand decides to go overboard with it, they have an option of doing something like the 2026 Mercedes-Maybach SL680 Monogram Series. This might also become a differentiating factor for the cars compared to more mainstream Land Rover models.
Until now, the brand has had the "Range Rover" lettering badge on its models, and it is not going anywhere. The new logo and motif are not intended to replace it. A spokesperson from the brand said, "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."