Range Rover's New Logo Is Ready To Hold Up Your Pants (and We Have Some Thoughts)

Motor Trend

2 days ago

Jaguar Land Rover (JLR) has been doing some rather, uh, interesting things when it comes to branding. We all remember the puzzling 'Copy Nothing' video and the questionable rebrand that accompanied the launch of the Jaguar Type 00 concept. Now Range Rover, which lives in a strange no-SUV's-land between brand and sub-brand, is getting a new logo. If the Type 00 fiasco was a sign of imagination running wild, I gotta say that Range Rover's new emblem is a sign of imagination sitting very still.
Jaguar Land Rover introduced a new Range Rover logo featuring two Rs. It resembles a belt buckle, and it supposedly designed for use on merchandise and in event spaces. It comes on the heels of the strange Jaguar rebrand.
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While Land Rover has a logo—the name-on-green emblem, connected by zoomy lines that remind us of the tow hooks one needs when it breaks down—Range Rover does not and has not since the first Rangie was introduced in 1970. The only brand emblem has been the Range Rover name itself, written long, loud, and proud across bonnet and boot.
According to British publication Autocar , that's about to change. At a recent investor meeting, JLR introduced a new Range Rover logo and it's … well … quite a bit less imaginative than you might expect from such a storied brand. Er, sub-brand.
As you can see, the logo consists of the Range Rover Rs, the one on the bottom flipped upside down and playing footsie with the one on top.
One could suppose that, since the usual Range Rover emblem is the name itself, it made sense to focus on the Rs. One could also suppose that whatever graphic designer who came up with this was thinking back to their first GD101 Fundamentals of Graphic Design course, in which they were taught that when trying to come up with a brand logo, you can never go wrong by starting with your client's initials.
Then again, maybe you can go wrong, because the new double-R device looks rather like a belt buckle turned on its side.
JLR also showed a repeating-R pattern which we presume could be used for grilles, speaker covers, and the like. It consists of the Range Rover R turned to the 12, 3, 6 and 9 o'clock positions, leading us to believe that whatever software the designer used, it had cut-and-paste capability and a 'Rotate 90' function as well as 'Rotate 180.'
Where might we see the new logo? Possibly not on the vehicles themselves, which will continue to be adorned by the full Range Rover name. JLR told Autocar that, 'The Range Rover Motif has been developed for where our familiar Range Rover device mark does not fit, such as on a label or as part of a repeating pattern, and within event spaces where an emblem is more appropriate.' And, as a reminder, the Land Rover name is now a "trust mark," not the overarching brand for Range Rover, Defender, and Discovery models, which are now the brands. People are still calling them Land Rover Defenders—rather than, say, Defender 110s—where we're from, though.
Luxury brands are looking to expand the ownership experience beyond the vehicles themselves which, we imagine, explains the reference to labels and event spaces. It makes sense that we'd see this logo on Range Rover merch—please, please, please tell us the belt buckle is coming—and if Range Rover was going to host an exclusive cocktail party for its owners, it might well want a logo that resembles the Ralph Lauren and Yves Saint Laurent being worn by attendees.
JLR is not exactly setting a precedent here; we all remember how Mercedes went a little overboard with Maybach logos on the 2026 SL680 Monogram Series, and it's good to know JLR likely won't do the same with the upcoming electric Range Rover. Still, we can't help but think JLR could have put a bit more effort in here.