Luxury, reimagined. For the first time in over half a century, Range Rover’s iconic identity has received a fresh design twist. Jaguar Land Rover (JLR), the parent company, has officially revealed a new logo for its flagship Range Rover brand—a move that signals more than just a design update; it hints at a refined vision for modern luxury SUVs.
In the fiercely competitive world of premium automotive brands, heritage matters—but so does evolution. After 55 years of wearing the same badge, Range Rover’s new logo reflects JLR’s “House of Brands” strategy, which aims to give its core marques—Jaguar, Discovery, Defender, and Range Rover—a distinctive and modern voice.
Rather than a complete departure, the refreshed logo embraces subtle minimalism. The traditional serif lettering has been replaced by a clean, sans-serif typeface. The oval emblem is gone, leaving behind a wordmark that feels sleek and contemporary. The design subtly echoes the quiet confidence Range Rover wants to project: bold, yet never shouting.
JLR’s design team crafted the new logo to embody Range Rover’s pillars: modern luxury, understated elegance, and enduring capability. The change is more than visual; it’s philosophical. It suggests a brand ready to embrace an electrified future without losing sight of its storied past.
By stripping away ornamentation, Range Rover’s new wordmark aligns with the minimalist design cues seen in its latest vehicle interiors—where fewer buttons, cleaner lines, and seamless technology create a modern sanctuary on wheels.
Range Rover first debuted in 1970, and its badge has largely remained untouched since then—an emblem of British engineering and luxury off-roading. The new logo, therefore, is only the second significant redesign in the brand’s entire history. That makes this moment historic: it’s not merely a facelift, but a generational statement.
As the automotive industry pivots towards electrification and connected technologies, JLR’s refreshed branding ensures Range Rover stays relevant to a new generation of luxury consumers. With this move, Range Rover positions itself not only as an SUV icon but as a brand ready for tomorrow’s roads—silent, electric, and sustainable.
The new logo will gradually appear across digital platforms, marketing campaigns, and upcoming Range Rover models. For long-time enthusiasts, it will feel like a natural evolution; for new customers, it presents a sophisticated, future-facing identity.
