Range Rover has introduced a new visual motif and a redrawn wordmark as part of Jaguar Land Rover\u2019s strategy to build a \u201chouse of brands.\u201d<\/p>\n
Owned by Tata and based in Warwickshire, JLR\u2019s portfolio comprises Range Rover, Defender, Discovery and Jaguar. It wants to create four distinct brands, each with its own positioning and marketing strategy.<\/p>\n
\u201cWe don\u2019t have any brands, they\u2019re just four names at the moment,\u201d JLR\u2019s design director Richard Stevens told us last year. \u201cRange Rover is the closest thing we have to a brand.\u201d<\/span><\/p>\n The old Range Rover wordmark (left) next to the new one<\/p>\n The new work for Range Rover began two years ago, well before the launch of the much-talked about Jaguar rebrand<\/a>, explains brand design chief Will Verity.<\/p>\n He and his team have been \u201cdecoding and recoding Range Rover\u2019s existing DNA into a set of guidelines that support modern luxury communication.\u201d<\/p>\n The aim is to celebrate the fact that Range Rover, which was launched in 1970 by British Leyland, was the first automotive brand to combine utility and luxury.<\/p>\n Verity, who joined Range Rover from Map Project Office<\/a> last October, called Range Rover\u2019s original mark \u201cbold, confident and quite elegant,\u201d but he said that, \u201cbits of it were quite weird.\u201d<\/p>\n Every letter of that original mark has been recrafted for the new wordmark.<\/p>\n \u201cWe\u2019re trying to revive the character of the 1970s mark, while translating it into a more confident, contemporary expression of the brand,\u201d he says.<\/p>\n A label on the Range Rover London collection<\/p>\n Verity and his team have also introduced a new visual device that acts as a shorthand for the brand, to be used in small spaces like a label or a social media image.<\/p>\n It comprises two connected Rs \u2013 one upside down \u2013 playing on the letter\u2019s tension between a sharp corner and a radius edge. Verity suggests this could work in retail signage and on apparel, and could be extrapolated into a pattern.<\/p>\n \u201cIt\u2019s not revolutionarily different from where we were, but hopefully it just feels a little bit more sophisticated, more elegant and a more consistent, coherent approach to where we\u2019re moving to, in terms of luxury positioning,\u201d he says.<\/p>\n <\/a> Range Rover is just the latest in a swathe of brand changes among high-end car manufacturers.<\/p>\n Most recently, Bentley revealed a simplified logo<\/a>. Before that came Jaguar\u2019s audacious repositioning, and Rolls-Royce, Lamborghini, Porsche, Lexus, Aston Martin, BMW and Audi have refreshed their identities in recent years.<\/p>\n Middle-of-the-road brands have got in on the act too \u2013 Toyota, Peugeot, Kia, Volvo and Nissan all introduced new or tweaked visual identities in the early years of this decade.<\/p>\n All of these companies are responding to a host of challenges, most pressingly the rise of electric vehicles \u2013 often produced by new makes such as Polestar, Rivian and Rimac \u2013 which has blown apart the old rules.<\/p>\n The new Jaguar logo, by Jaguar Land Rover\u2019s in-house design team<\/p>\n In June, 47,354 EVs were registered in the UK<\/a>, just under one in four of all new car sales (24.8%). That\u2019s up more than a third compared with June last year, although sales haven\u2019t yet hit the government\u2019s target of 28%.<\/p>\n The glut of new EV brands has fundamentally changed the car-buying landscape.<\/p>\n \u201cIt has posed a question to the existing brands,\u201d Verity explains. \u201cWhat is your unique positioning in the world? What is your heritage? Where have you come from, and why?\u201d<\/p>\n Couple that with the fact most car brands were not designed to work on digital touchpoints, and \u201cchange needed to happen,\u201d says Pentagram<\/a> partner Marina Willer.<\/p>\n Luxury models in particular needed to rethink their digital expression, because \u201cthey offer more sophisticated UI experiences and need the brand tools to do so,\u201d Willer says.<\/p>\n Pentagram\u2019s new identity for Rolls-Royce in 2020<\/p>\n She saw this first-hand when her team rebranded Rolls-Royce in 2020<\/a>.<\/p>\n \u201cWe worked to give the brand the simplicity needed for the digital world, combined with texture, depth and sophistication,\u201d she explains.<\/p>\n Then there\u2019s the audience shift. Many luxury care brands want \u2013 and need \u2013 to attract younger audiences, and diversify the sort of people who see themselves behind the steering wheel.<\/p>\n As part of their work, Willer says they wanted to shift Rolls-Royce, \u201cfrom a masculine world into a much more inclusive brand.\u201d<\/p>\n And as the target customers change, so too do the visual codes that have long underpinned the high-end car brands.<\/p>\n \u201cThe signals of luxury that once worked \u2013 power, prestige, design purity \u2013 don\u2019t really land the same way today,\u201d says Will Bosanko, UK & Europe CEO at brand consultancy Brandpie<\/a>. \u201cA new generation won\u2019t buy the badge unless it means something, or fits how they live.\u201d<\/p>\n That\u2019s what seemed to be lost in the Jaguar furore when it unveiled its new identity last autumn. A common criticism \u2013 that it didn\u2019t look anything like Jaguar \u2013 was, the company insisted, sort of the point.<\/p>\n But it\u2019s a complicated balance to strike.<\/p>\n These brands need to work out how to look future-focused and relevant while wondering how \u2013 maybe even if \u2013 to accommodate the heritage they\u2019ve spent decades trumpeting.<\/p>\n \u201cThese brands are standing at a crossroads \u2013 legacy equity on one side, future irrelevance on the other,\u201d Bosanko says.<\/p>\n Pentagram\u2019s new identity for Rolls-Royce in 2020<\/p>\n Many find a solution in a similar visual approach \u2013 \u201cmore direct, simple and digital-first,\u201d as Willer puts it. But, she warns, this can start to feel samey.<\/p>\n Bosanko goes further. \u201cIt\u2019s all starting to blur. Flat, soft, sanitised,\u201d he says.<\/p>\n \u201cIn chasing modernity, these brands are erasing the very things that made them distinctive. Somewhere along the way, \u2018minimal\u2019 became shorthand for \u2018strip it all away\u2019.\u201d<\/p>\n Not every brand though has gone all-in on a new look. Sebastian Conran, chair of Conran and Partners<\/a>, points out that Ferrari hasn\u2019t been touched \u2013 yet. \u201cPerhaps because the prancing horse has got so much invested in it,\u201d he says.<\/p>\n A couple of weeks ago,\u00a0 Bentley unveiled a simplified logo<\/a>, based on a concept by one of its interior designers, Young Nam. Bentley called this latest iteration \u201cthe biggest change to the instantly recognisable mark in more than a century of history.\u201d<\/p>\n The new Winged B emblem designed to channel the spirit of the 1919 original<\/p>\n Last year, Jaguar\u2019s new in-house branding<\/a> aimed to radically reposition the make, whose future vehicles will be 100% electric and around twice as expensive as current models. Due to the outcry, it was one of those rare design stories that crashes the mainstream news bulletins. But recent reports that its sales had tanked as a result of the rebrand were wrong \u2013\u00a0 JLR had stopped selling cars in preparation for the new models.<\/p>\n Earlier last year, Lamborghini\u2019s redesign<\/a> featured a tweaked wordmark and the introduction of gold as an accent colour. The charging bull at the centre of the logo now exists on its own on the company\u2019s digital touchpoints, separated from the black shield. The redesign also includes a new set of icons, developed in collaboration with Lamborghini Centro Stile.<\/p>\n The redrawn Lamborghini logo<\/p>\n Porsche modernised its crest for its 75th anniversary in 2023<\/a>. \u201cWe have reinterpreted historical characteristics and combined them with innovative design elements such as a honeycomb structure and brushed metal,\u201d its chief designer Michael Mauer said at the time. \u201cThe result is an aesthetically ambitious arc that bridges the history and the future of the brand.\u201d<\/p>\n Peter Saville refreshed Aston Martin\u2019s logo in 2022<\/a>. \u201cThe Aston Martin wings update is a classic example of the necessary evolution of logotypes of provenance,\u201d Saville told Dezeen<\/em>.<\/p>\n That same year, Lexus announced that its vehicles would now sport a simple Lexus wordmark on the back<\/a>, instead of its angled L in a roundel.<\/p>\n In 2020, Pentagram created a new identity for Rolls-Royce<\/a>, in an effort to modernise the brand and appeal to a more diverse audience.<\/p>\n Pentagram\u2019s work included a new wordmark and typeface, and a refined version of the brand\u2019s Spirit of Ecstasy symbol.<\/p>\n Also in 2020, BMW reworked its metallic emblem<\/a> with a black outer ring in favour of a transparent, flat, minimal version with help from Munich studio BECC Agency.<\/p>\n<\/p>\n And in 2017, Audi \u2013 perhaps ahead of the game \u2013 was given a new visual identity by German design consultancy Strichpunkt<\/a>, which aimed to make it a digital-first brand, and help it function better across online platforms, including in-car interfaces.<\/p>\n
\n<\/a><\/p>\nThe luxury car brand pivot<\/h5>\n
![<\/a>\n](\"https:\/\/d3faj0w6aqatyx.cloudfront.net\/uploads\/2025\/07\/Range-Rover-Milan-Design-Week-installation-2025.jpg\"){kind=link}
![<\/a><\/p>\nRange Rover is just the latest in a swathe of brand changes among high-end car manufacturers.<\/p>\nMost recently, Bentley revealed a simplified logo<\/a>. Before that came Jaguar\u2019s audacious repositioning, and Rolls-Royce, Lamborghini, Porsche, Lexus, Aston Martin, BMW and Audi have refreshed their identities in recent years.<\/p>\nMiddle-of-the-road brands have got in on the act too \u2013 Toyota, Peugeot, Kia, Volvo and Nissan all introduced new or tweaked visual identities in the early years of this decade.<\/p>\nAll of these companies are responding to a host of challenges, most pressingly the rise of electric vehicles \u2013 often produced by new makes such as Polestar, Rivian and Rimac \u2013 which has blown apart the old rules.<\/p>\nThe new Jaguar logo, by Jaguar Land Rover\u2019s in-house design team<\/p>\nIn June, 47,354 EVs were registered in the UK<\/a>, just under one in four of all new car sales (24.8%). That\u2019s up more than a third compared with June last year, although sales haven\u2019t yet hit the government\u2019s target of 28%.<\/p>\nThe glut of new EV brands has fundamentally changed the car-buying landscape.<\/p>\n\u201cIt has posed a question to the existing brands,\u201d Verity explains. \u201cWhat is your unique positioning in the world? What is your heritage? Where have you come from, and why?\u201d<\/p>\nCouple that with the fact most car brands were not designed to work on digital touchpoints, and \u201cchange needed to happen,\u201d says Pentagram<\/a> partner Marina Willer.<\/p>\nLuxury models in particular needed to rethink their digital expression, because \u201cthey offer more sophisticated UI experiences and need the brand tools to do so,\u201d Willer says.<\/p>\nPentagram\u2019s new identity for Rolls-Royce in 2020<\/p>\nShe saw this first-hand when her team rebranded Rolls-Royce in 2020<\/a>.<\/p>\n\u201cWe worked to give the brand the simplicity needed for the digital world, combined with texture, depth and sophistication,\u201d she explains.<\/p>\nThen there\u2019s the audience shift. Many luxury care brands want \u2013 and need \u2013 to attract younger audiences, and diversify the sort of people who see themselves behind the steering wheel.<\/p>\nAs part of their work, Willer says they wanted to shift Rolls-Royce, \u201cfrom a masculine world into a much more inclusive brand.\u201d<\/p>\nAnd as the target customers change, so too do the visual codes that have long underpinned the high-end car brands.<\/p>\n\u201cThe signals of luxury that once worked \u2013 power, prestige, design purity \u2013 don\u2019t really land the same way today,\u201d says Will Bosanko, UK & Europe CEO at brand consultancy Brandpie<\/a>. \u201cA new generation won\u2019t buy the badge unless it means something, or fits how they live.\u201d<\/p>\nThat\u2019s what seemed to be lost in the Jaguar furore when it unveiled its new identity last autumn. A common criticism \u2013 that it didn\u2019t look anything like Jaguar \u2013 was, the company insisted, sort of the point.<\/p>\nBut it\u2019s a complicated balance to strike.<\/p>\nThese brands need to work out how to look future-focused and relevant while wondering how \u2013 maybe even if \u2013 to accommodate the heritage they\u2019ve spent decades trumpeting.<\/p>\n\u201cThese brands are standing at a crossroads \u2013 legacy equity on one side, future irrelevance on the other,\u201d Bosanko says.<\/p>\nPentagram\u2019s new identity for Rolls-Royce in 2020<\/p>\nMany find a solution in a similar visual approach \u2013 \u201cmore direct, simple and digital-first,\u201d as Willer puts it. But, she warns, this can start to feel samey.<\/p>\nBosanko goes further. \u201cIt\u2019s all starting to blur. Flat, soft, sanitised,\u201d he says.<\/p>\n\u201cIn chasing modernity, these brands are erasing the very things that made them distinctive. Somewhere along the way, \u2018minimal\u2019 became shorthand for \u2018strip it all away\u2019.\u201d<\/p>\nNot every brand though has gone all-in on a new look. Sebastian Conran, chair of Conran and Partners<\/a>, points out that Ferrari hasn\u2019t been touched \u2013 yet. \u201cPerhaps because the prancing horse has got so much invested in it,\u201d he says.<\/p>\nThe luxury car brand pivot<\/h5>\nA couple of weeks ago,\u00a0 Bentley unveiled a simplified logo<\/a>, based on a concept by one of its interior designers, Young Nam. Bentley called this latest iteration \u201cthe biggest change to the instantly recognisable mark in more than a century of history.\u201d<\/p>\nThe new Winged B emblem designed to channel the spirit of the 1919 original<\/p>\nLast year, Jaguar\u2019s new in-house branding<\/a> aimed to radically reposition the make, whose future vehicles will be 100% electric and around twice as expensive as current models. Due to the outcry, it was one of those rare design stories that crashes the mainstream news bulletins. But recent reports that its sales had tanked as a result of the rebrand were wrong \u2013\u00a0 JLR had stopped selling cars in preparation for the new models.<\/p>\nEarlier last year, Lamborghini\u2019s redesign<\/a> featured a tweaked wordmark and the introduction of gold as an accent colour. The charging bull at the centre of the logo now exists on its own on the company\u2019s digital touchpoints, separated from the black shield. The redesign also includes a new set of icons, developed in collaboration with Lamborghini Centro Stile.<\/p>\nThe redrawn Lamborghini logo<\/p>\nPorsche modernised its crest for its 75th anniversary in 2023<\/a>. \u201cWe have reinterpreted historical characteristics and combined them with innovative design elements such as a honeycomb structure and brushed metal,\u201d its chief designer Michael Mauer said at the time. \u201cThe result is an aesthetically ambitious arc that bridges the history and the future of the brand.\u201d<\/p>\nPeter Saville refreshed Aston Martin\u2019s logo in 2022<\/a>. \u201cThe Aston Martin wings update is a classic example of the necessary evolution of logotypes of provenance,\u201d Saville told Dezeen<\/em>.<\/p>\nThat same year, Lexus announced that its vehicles would now sport a simple Lexus wordmark on the back<\/a>, instead of its angled L in a roundel.<\/p>\nIn 2020, Pentagram created a new identity for Rolls-Royce<\/a>, in an effort to modernise the brand and appeal to a more diverse audience.<\/p>\nPentagram\u2019s work included a new wordmark and typeface, and a refined version of the brand\u2019s Spirit of Ecstasy symbol.<\/p>\nAlso in 2020, BMW reworked its metallic emblem<\/a> with a black outer ring in favour of a transparent, flat, minimal version with help from Munich studio BECC Agency.<\/p>\n<\/p>\nAnd in 2017, Audi \u2013 perhaps ahead of the game \u2013 was given a new visual identity by German design consultancy Strichpunkt<\/a>, which aimed to make it a digital-first brand, and help it function better across online platforms, including in-car interfaces.<\/p>\n\nWhat to read next: <\/strong>MATTA creates six team brands for new US women\u2019s rugby league<\/a> | TEMPLO puts a smile on GF Smith\u2019s face<\/a> | Neighbourhood app Nextdoor relaunches with new brand and product design<\/a> | Wildish & Co creates brand for safe nude-sending app Linq<\/a>\n<\/div>\nSource<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Range Rover has introduced a new visual motif and a redrawn wordmark as part of Jaguar Land Rover\u2019s strategy to build a \u201chouse of brands.\u201d Owned by Tata and based in Warwickshire, JLR\u2019s portfolio comprises … <\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[145],"tags":[],"yoast_head":"\nRange Rover \u201crecodes DNA\u201d with new wordmark and motif - Blog TSK<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cstc.vn\/blogtsk\/range-rover-recodes-dna-with-new-wordmark-and-motif\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Range Rover \u201crecodes DNA\u201d with new wordmark and motif - Blog TSK\" \/>\n<meta property=\"og:description\" content=\"Range Rover has introduced a new visual motif and a redrawn wordmark as part of Jaguar Land Rover\u2019s strategy to build a \u201chouse of brands.\u201d Owned by Tata and based in Warwickshire, JLR\u2019s portfolio comprises …\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cstc.vn\/blogtsk\/range-rover-recodes-dna-with-new-wordmark-and-motif\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog TSK\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-30T04:31:18+00:00\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/cstc.vn\/blogtsk\/#website\",\"url\":\"https:\/\/cstc.vn\/blogtsk\/\",\"name\":\"Blog TSK\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/cstc.vn\/blogtsk\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/cstc.vn\/blogtsk\/range-rover-recodes-dna-with-new-wordmark-and-motif\/#webpage\",\"url\":\"https:\/\/cstc.vn\/blogtsk\/range-rover-recodes-dna-with-new-wordmark-and-motif\/\",\"name\":\"Range Rover \\u201crecodes DNA\\u201d with new wordmark and motif - 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