JLR debuts new logo amid brand realignment

JLR, formerly Jaguar Land Rover, has announced a new logo as it moves to a ‘House of Brands’ approach with Range Rover, Defender, Discovery and Jaguar as the brands sitting underneath.

The new logo takes a minimalist approach with the three letters bolded in black.

“This is the next chapter of our Reimagine journey to become a truly modern luxury business. The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands,” said JLR chief creative officer Gerry McGovern.

According to the brand, the ‘descending’ J symbolises elegance, while the lighter weight of the emblem embodies a “step change to refinement and modernity”.

The brand has confirmed the Land Rover nameplate will remain a key part of the company’s DNA, with its logo remaining as a “trust mark” which will still appear across the company’s websites, social media and dealerships.

It’s expected the logo will also physically still be found on Range Rover, Defender and Discovery models.

In April, the brand announced a name change from Jaguar Land Rover to JLR, and a shift to this so-called ‘House of Brands’ approach.

JLR head of design Jerry McGovern told Autocar “the reality is Range Rover is a brand and so is Defender”.

“Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesn’t give it.

“We love Land Rover, but there isn’t as much equity as Range Rover, and Defender is increasing massively.” 

JLR has already begun to emphasise its brands with stamped lettering on the grille and tailgate of each model as the Land Rover logo diminishes to a small badge.

In May this year, the brand announced a £15 billion (AU$28.56bn) investment over the next five years towards electrification and its digital transformation as its factories look to prioritise EV production.

The upcoming Range Rover Evoque and Velar as well as the Land Rover Discovery Sport will be built on the new electric-only EMA architecture that is being developed by the brand.

Current Land Rover Discovery

JLR’s first all-electric Range Rover is expected to be revealed later this year.

A new Jaguar range is expected to be announced in 2024, which will feature a new four-door GT EV which will be based on a separate JEA platform.

Its electrification push will contribute to a zero-emission line-up by 2039.