Range Rover Has a Funky New Secondary Logo and a Pattern to Match
The new logo features stacked and mirrored Rs, with the brand also showing a new checker pattern built up of Range Rover Rs in interlocking circles.
Don't be alarmed, as the brand told it won't replace the script logo found on the front and rear of every model.
JLR is sporting a new logo for its Range Rover brand, now that it can't exist as a sub-brand under Land Rover. Autocar broke the news, spotting the logo in a recent JLR investor presentation.
The new logo features a set of stacked and mirrored Rs in the brand's typical script. Jaguar previously revealed its new minimalist set of logos, including a typeface that mixes uppercase and lowercase letters, but we're still waiting for dedicated rebrands for the Discovery and Defender SUVs.
The brand also revealed what it is calling the "Range Rover Pattern," which is effectively a new checker pattern of interlocking and rotated Range Rover Rs. The automaker hasn't announced how it plans to use the new pattern, but we wouldn't be surprised to find it in future Range Rover front ends, or as part of the upholstery of future models.
The new logo and motif aren't intended to replace the "Range Rover" script badging on the front and rear of every model. "The Range Rover Motif has been developed as a smaller symbol 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," a JLR spokesperson confirmed to Car and Driver.
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