New Range Rover logo

Image: JLR

Is it a bold move or branding blunder?

Another week, another automotive rebrand. This time, it's Range Rover stepping forward with a bold new emblem – though it’s not to replace the iconic Range Rover oval logo. Instead, this new logo, made up of two mirrored “R”s, is intended for more limited applications, like event spaces, small-format branding, and perhaps even integrated patterning on interiors or materials.

Image: JLR

At first glance, it feels wrong, historically Range Rover has been a symbol of refined prestige, the original luxury SUV that didn’t need to shout (that’s before everyone had one). This new logo, however, leans towards something far more fashion-forward. It wouldn’t feel out of place on designer luggage or a boutique label, is it trying to look like Goyard or Louis Vuitton?

So could the pattern be seen on the grille of the flagship SUV? Perhaps. Woven into upholstery patterns, embossed into EV tech interfaces, or used subtly in physical retail settings?

Image: JLR

Range Rover has clarified this isn't a logo redesign, but part of a broader House of Brands strategy from JLR (Jaguar Land Rover), separating Jaguar, Defender, Discovery, and Range Rover into distinct identities.

With electric models on the horizon and an evolving customer base, maybe this is their way of introducing a new design language without abandoning the old one entirely.

For now, the wordmark and oval badge remain. This emblem is more of a whisper than a shout (maybe we’ll hardly see it at all), it’s a visual accent rather than a full rebrand.

As a designer, I’m all for evolution, but I also believe luxury is in the detail. Whether this becomes a subtle statement or another divisive misstep (Jaguar’s rebrand, anyone?), only time will tell.