Jaguar Land Rover Debuts New Corporate Identity

This is the next step in the company's Reimagine strategy, and it will also become a House of Brands organisation, encompassing the Range Rover, Defender, Discovery, and Jaguar brands.

JLR hopes that the new structure will eliminate ambiguity and highlight the distinct DNA of each of its brands, while also speeding up the delivery of the company's modern luxury vision, which it describes as embodying elegance, modernity, and the company's forward-thinking essence.

The Jaguar Land Rover rebrand was described as "the next chapter of our Reimagine journey to become a truly modern luxury business" by chief creative officer, professor Gerry McGovern OBE.

He went on to say that "the new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands."

The new identity's creative journey was centred on three key themes: elegance, modernity, and a forward-thinking essence. These themes were chosen to represent the company's direction and ambition. The descending 'j' in the emblem adds a touch of elegance, while the lighter weight of the emblem represents a step forward in refinement and modernity.

The classic Land Rover branding, on the other hand, will remain an important part of the company's identity as a world-renowned and significant heritage mark. It will remain on vehicles, websites, social media, and retail sites, supporting the world-class Range Rover, Defender, and Discovery brands.

“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”, CEO Adrial Mardell added.