Jaguar Land Rover, which would rather be known as JLR, said two years ago that it would be restructuring its brands. One could presume that not much shuffling is needed, given the two brands named. Jaguar, however, was accompanied by three distinct brands that JLR designated for Land Rover’s vehicle lines: the Range Rover brand, the Discovery brand, and the Defender brand.
According to the maker, JLR now resembles the parent company running these four different brands. Feel not guilty; at the time, we still believed JLR comprised only Jaguar and Land Rover, and we hardly even noted this news.
JLR is ready to present its case after 55 years and has revealed a logo leak for its new Range Rover line, the first logo to appear on these cars. However, JLR told Autocar that the spelt-out ‘Range Rover’ script, which has always been seen on the front and rear of every SUV, will still be displayed.
Reports claim the fresh Range Rover emblem was first shown at a recent investor meeting. Fortunately, some photographs were released so we could see what we were facing. Straight sans-serif typeface, two Rs are set vertically across each other. A little blinking would suggest it was a vertical rectangle with two horizontal lines in the middle.
Range Rover’s rebranding is the second of four brands under JLR. You will likely never forget where you were when Jaguar revealed its Type 00 Concept and fresh branding. We are still waiting to find out what Defender and Discovery’s fresh identities will be.
Fairly said, a simple Range Rover emblem shouldn’t elicit the same negative reaction as Jaguar’s choice to abandon its decades of traditional refinement. Nothing more, it’s just a little emblem that will probably be seen on an SUV’s fender. Even then, we need to decide if it makes a suitable logo; in our opinion, it might use some help. Because of their alignment, the Rs are difficult to distinguish or even recognize as Rs.
Also read about Sonic Automotive’s purchase deal of Jaguar Land Rover Newport Beach.
