A recently unveiled Range Rover logo will not replace the iconic lettermark seen on its vehicles, but will serve as a complementary design element.
Understanding the New Range Rover Motif
Recent news broke about a new Range Rover logo, sparking speculation that it would replace the familiar “Range Rover” lettering. However, the company has clarified this isn’t the case.
According to a statement from Range Rover, this new design is a “motif” or “smaller symbol.” It’s intended for situations where the full lettermark isn’t practical, such as on labels, as part of a repeating pattern, or within event spaces where a more compact emblem is appropriate.
The Enduring Presence of Range Rover and Land Rover Badges
Rest assured, the classic “Range Rover” spelling across the bonnet of the SUVs will remain. This ensures continuity with the brand’s established visual identity.
Furthermore, the new emblem is not set to replace the long-standing Land Rover oval logo either. JLR CEO Adrian Mardell previously emphasized the importance of the Land Rover mark, stating it would remain an integral part of the company’s identity.
Where You’ll Spot the New Logo
So, if not on the bonnet, where will this new Range Rover motif appear? Expect to see it integrated into various design elements.
It could feature on upholstery, enhancing the interior luxury. It might also be incorporated into grille patterns, much like Mercedes does with its star or Maybach with its monogram. Beyond the vehicle itself, this new symbol is likely to appear on merchandise, from bags to shirts.
The company has also revealed a “Range Rover pattern,” which is a checkered design featuring this new ‘R’ element. This pattern could be used on seats, other interior surfaces, or even as part of the vehicle’s exterior design, such as the grille.
A Step in JLR’s Brand Evolution
This move aligns with a broader strategy by JLR (Jaguar Land Rover) to create distinct identities for its sub-brands: Jaguar, Range Rover, Defender, and Discovery.
Luxury brands increasingly use recurring logo patterns across their products, a trend seen with fashion houses like Louis Vuitton and Gucci. Range Rover seems to be embracing this approach to enhance its luxury appeal and visual recognition.
With Jaguar having already showcased its new logos, it’s possible we’ll see fresh symbols and motifs for Defender and Discovery in the near future, further solidifying their individual brand presences.
- The new Range Rover logo is a motif, not a replacement for the lettermark.
- The “Range Rover” lettering on the bonnet will continue to be used.
- The Land Rover oval badge is also expected to remain.
- The new motif will likely appear on upholstery, grille patterns, and merchandise.
- This is part of JLR’s strategy to differentiate its individual brands: Range Rover, Defender, Discovery, and Jaguar.
This strategic introduction of a supplementary logo highlights Range Rover’s commitment to evolving its brand identity while preserving its heritage.
