Jaguar Land Rover has unveiled its new corporate brand as part of the company’s transition to a House of Brands structure.

The new brand identity aims to remove ambiguity and highlight the distinct DNA of each of JLR’s brands – Range Rover, Defender, Discovery, and Jaguar – while also accelerating the company’s ambition of being Proud Creators of Modern Luxury.

JLR CEO Adrian Mardell commented on the new logo, saying, “It is exciting to unveil a new identity for our company as part of our House of Brands approach.” “I’m confident that this exemplifies JLR’s ambition in the modern luxury space.”

Professor Gerry McGovern OBE, Chief Creative Officer at Jaguar Land Rover, stated, “This is the next chapter of our Reimagine journey to become a truly modern luxury business.” The new JLR branding will provide clarity to our customers and serve as a bridge between our four unique British brands.”

The design process behind the new brand centered on elegance, modernism, and a forward-thinking spirit to demonstrate the company’s future and ambition. The falling j aims for elegance, while the lighter weight of the logo depicts the transition to refinement and modernism.

JLR emphasized that the Land Rover brand will continue to be an important element of the company’s DNA. Land Rover remains a world-renowned and significant heritage mark, appearing on vehicles, websites, social media, and retail sites, and serving as the foundation for the world-class Range Rover, Defender, and Discovery brands.


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