- Jaguar Land Rover unveils new corporate identity as it evolves to JLR
- New JLR identity embodies elegance, modernity and the company’s forward-thinking essence
- As announced, Range Rover, Defender, Discovery and Jaguar brands to be amplified under House of Brands approach
- Land Rover heritage mark to remain integral and will be visible on our vehicles, online platforms and retail sites
- New JLR identity is next step in Reimagine strategy and reflects company’s modern luxury ambition
Jaguar Land Rover has unveiled its new corporate identity, as part of its move to a House of Brands organisation.
The new brand identity aspires to remove ambiguity and bring to the fore the unique DNA of each of JLR’s brands – Range Rover, Defender, Discovery and Jaguar – as well as accelerate the delivery of the company’s vision to be Proud Creators of Modern Luxury.
The creative process behind the new identity focused on elegance, modernity and a forward-thinking essence to exhibit the direction and ambition of the company. The descending j aspires to add elegance, while the lighter weight of the emblem illustrates the step change to refinement and modernity.
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.
