Range Rover has revealed its first bespoke motif in 55 years. Far from a complete overhaul, this new mark arrives as Jaguar Land Rover (JLR) restructures under a “House of Brands” strategy. It comes alongside plans to launch the brand’s first fully electric model later this year.
First Bespoke Emblem & Strategy
Unveiled in mid‑2024, the new motif features two stylised uppercase “R” letters, stacked so that the lower character is inverted. This monogram will appear on digital interfaces, seat stitching, grille patterns, accessories and selected merchandise. It does not replace the classic Range Rover lettermark found on bonnets or boots, nor the green Land Rover oval badge.
JLR introduced the motif as part of its move to treat Range Rover, Defender, Discovery and Jaguar as standalone brands, rather than sub‑ranges. This shift began publicly in 2023. Range Rover’s separate emblem is the first visual outcome.
The motif uses a sans‑serif typeface, mirroring trends seen in BMW, Volvo and Jaguar logos. The twin‑R motif forms a shape that is balanced and compact, aiming for better legibility in digital formats. Simplified logos are easier to render in varying resolutions, especially as dashboard displays now dominate interior design.
Conclusion
In India and other key markets, the motif is unlikely to appear prominently on the exterior of assembled vehicles. Instead, it is expected on splash screens, headrest embroidery, digital keys and accessories like luggage or clothing. The new Range Rover motif offers a digital‑first graphic suited to screens, fabrics and small badges, while leaving the bonnet lettering and oval unchanged. It’s part of a shift towards screens, digitisation, apps and electric drivetrains. Over time, its success will depend less on the actual design and more on how well it helps keep Range Rover visible in an increasingly digital luxury market.
