Luxury vehicle brand Range Rover's debatable logo change marks a fresh design phase for the company
In a significant move, luxury automotive brand Range Rover has revealed a new logo and wordmark design, marking the first change in the brand's 55-year history. The new identity, centred around a bold, minimalist "double R" motif, is designed to reflect the brand's evolution while respecting its heritage.
The new logo, known as 'RR', consists of two mirrored 'R's merged into a single, stylised shape. This emblem, according to Brand Design Chief Will Verity, is intended to serve as a secondary, smaller symbol, primarily for use in situations where the full wordmark doesn't fit well, such as labels, repeating patterns, merchandising, and event branding.
The double-R emblem references the iconic Range Rover initials but in an innovative geometric form that can be used flexibly within the brand's new "House of Brands" framework at Jaguar Land Rover. This framework treats Range Rover as one of four distinct sub-brands, each with bespoke branding, positioning, and marketing.
The new design aims to balance modernity and tradition. It maintains the brand's identity by keeping the original script as the primary logo, yet it is minimalist and refined, suitable for modern digital and luxury environments. The gold-finished emblem aligns with Range Rover’s position as a high-end luxury SUV brand embarking on electrification, with its first EV launch on the horizon.
The new look is designed to highlight that Range Rover, launched in 1970, was the first automotive brand to combine utility and luxury. The original Range Rover managed to convey both ruggedness and luxury, an achievement that the new design seeks to emulate.
The new logo has received mixed reactions, with some critics describing it as "interesting" and "goofy as hell", while others argue that it resembles designs from jewelry brands, hip hop artists, or anything but a luxury SUV brand. However, Range Rover positions the new emblem as a thoughtful evolution tailored to contemporary luxury branding needs rather than a complete identity overhaul.
The most recent iteration of the Range Rover vehicle is the fifth generation model, released in 2022. The original Range Rover, released in 1970, was honoured by The Louvre as an "exemplary work of industrial design".
In an interview with Design Week, Verity discussed the rationale behind the new identity, emphasising the brand's commitment to evolving while respecting its heritage. The new look involves guidelines aimed at supporting modern luxury communication, according to Verity.
Despite the criticism, the new logo and wordmark design represent a bold step forward for Range Rover, positioning the brand for a new era of luxury and innovation, especially as it prepares for its first electric vehicle.
- Brand Design Chief Will Verity designed the new 'RR' logo for Range Rover to serve as a secondary symbol, suitable for situations where the full wordmark doesn't fit well.
- The double-R emblem references the iconic Range Rover initials but in a geometric form that can be used flexibly within the brand's new "House of Brands" framework at Jaguar Land Rover.
- The new design aims to balance modernity and tradition, maintaining the brand's identity by keeping the original script as the primary logo, while being minimalist and refined, suitable for modern digital and luxury environments.
- The gold-finished emblem aligns with Range Rover’s position as a high-end luxury SUV brand embarking on electrification, with its first EV launch on the horizon.
- The new logo, known as 'RR', is centred around a bold, minimalist "double R" motif, intended to reflect the brand’s evolution while respecting its heritage in the automotive industry.
- The new identity includes guidelines aimed at supporting modern luxury communication, according to Brand Design Chief Will Verity.
- The new logo has received mixed reactions, with some describing it as "interesting" and others saying it resembles designs from jewelry brands, hip hop artists, or anything but a luxury SUV brand.
- Despite the criticism, the new logo and wordmark design represent a bold step forward for Range Rover, positioning the brand for a new era of luxury and innovation, especially as it prepares for its first electric vehicle.
