Jaguar Land Rover has unveiled its new corporate identity today, as part of its move to a House of Brands organization. The new brand identity aims to clear up any confusion, and highlight the distinctive DNA of each JLR brand, including Range Rover, Defender, Discovery, and Jaguar, and speed up the realization of the organization’s ambition to be Proud Creators of Modern Luxury.
In order to convey the company’s mission and goals, the new identity’s design process concentrated on elegance, modernism, and a forward-thinking spirit. The lighter weight of the emblem indicates the transition to refinement and modernism, while the falling j strives to add grace. JLR reaffirmed today that the Land Rover brand will remain a key part of the company’s DNA. Land Rover continues as a world-renowned and important heritage mark, remaining on vehicles, websites, social media, and retail sites, underpinning the world-class Range Rover, Defender, and Discovery brands.
Commenting on the new identity, JLR CEO Adrian Mardell, said: “Today is an exciting day as we unveil a new identity for our company as part of our House of Brands approach. I’m confident this perfectly illustrates JLR’s ambition in the modern luxury space.”
