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.
The design approach for the new identity focused on grace, modernity, and a forward-thinking mindset in order to reflect the company’s vision and aspirations. While the descending j tries to add elegance, the lighter weight of the logo denotes the move to refinement and modernism. The Land Rover brand will continue to play a significant role in the company’s identity, JLR reiterated today. 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.
JLR’s Chief Creative Officer, Professor Gerry McGovern OBE, said: “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.”
