For the first time since 1970, Range Rover has unveiled a new logo. The refreshed design features a clean, modern double-R monogram, created to complement the brand’s existing identity while offering more flexibility across platforms.
This update is part of a larger visual rebrand from Jaguar Land Rover (JLR), which has been working to modernise its four core brands: Range Rover, Defender, Discovery, and Jaguar. The goal is to give each one a more distinct, standalone visual presence.
Unlike the iconic “RANGE ROVER” lettering seen on the vehicles, the new monogram is intended for use in settings where space is limited or a sleeker visual is needed. You’ll likely see it on merchandise, digital assets, event branding, and fashion collaborations.
A Clean Look for a New Chapter
New Range Rover Logo
The double-R mark is simple and sharp, reflecting a broader trend in luxury branding. From fashion to automotive, many high-end names are opting for minimal designs that scale easily across touchpoints. This one uses wide spacing, geometric balance, and a no-fuss aesthetic that feels right at home in today’s design landscape.
A spokesperson from JLR told Autocar that the updated motif is about flexibility. It provides the brand with more options for branding environments where the original logo may not be suitable. This is especially useful for things like labels, stitched patches, or repeating patterns in Range Rover’s growing lifestyle offerings.
The visual change may be small, but for a heritage brand, it marks a quiet evolution. It maintains the elegance Range Rover is known for, while also moving the brand toward a more future-ready identity.
Why It Matters
Range Rover hasn’t touched its core logo in over 50 years. During that time, the name has become synonymous with understated luxury, performance, and global status. Updating the branding is a delicate move, but one that acknowledges how both the company and the world around it are changing.
This change isn’t about abandoning tradition. It’s about expanding the brand’s visual language to suit more modern platforms, audiences, and design needs.
The rebrand also arrives at a time when Jaguar—one of JLR’s major divisions—is facing steep sales declines. In the 2024/25 financial year, Jaguar sold just over 26,000 vehicles globally, an 85 percent drop from its 2018 figures. JLR insists the branding update isn’t tied to performance, but rather a long-term strategy to give each brand more clarity and creative space.
For longtime enthusiasts, the update may feel subtle. But in luxury design, subtlety speaks volumes. This logo signals a shift, not in what Range Rover stands for, but in how it chooses to express that identity moving forward.
