Prime Highlights

• Range Rover launches a “Double-R” crest emblem reduced in size and new monogram-patterned branding.
• The branding drive is part of JLR’s changing “House of Brands” brand strategy.

Key Facts

• It is the first standalone crest for Range Rover over half a century.
• The new badge will not replace the existing “RANGE ROVER” badge on cars.

Key Background

Jaguar Land Rover (JLR) launched a new logo for its luxury SUV premium brand Range Rover after 55 years of using the same logo. The new one consists of two mirror images of “R” letters, signaling a chic, new design from the vintage full-name script. Apart from this badge, the company introduced an interlocking “Range Rover Pattern,” likely inspired by fashion brand logos.

This face-lift is part of the bigger “House of Brands” plan for JLR, in which the aim is to create more differentiated individual identities for Range Rover, Defender, Discovery, and Jaguar. The move here by JLR essentially creates these sub-brands as separate premium brands within its corporate stable while keeping the classic Land Rover oval as a “trust mark.”

Though the iconic “RANGE ROVER” badge will still be seen on cars themselves, the Double-R symbol would presumably be seen on digital materials, packaging of products, interior pieces like seat stitching or trim leather, and advertisement communications. The company is likely considering this branding for the coming launch of Range Rover’s first all-electric luxury car.

The new logo has, however, been subject to criticism. Car enthusiasts and critics have compared the symbol to fashion brand logos or even belt buckle fasteners, doubting whether it would be proper on a legendary British SUV brand that is famous for its off-road luxury. One part of them believes that the logo fails to embody the longstanding gracefulness owing to Range Rover, with fear of losing its heritage for altering appearances.

As JLR repositions itself in terms of brand presence in an increasingly competitive luxury car market, how closely this logo connects with customer views and future product innovation will be the success measure of this logo.