Range Rover logo: a bold new symbol — but is it a hit or a miss?

In the ever-evolving world of automotive branding, JLR has developed something of a reputation for quietly dropping rebrands that cause a loud reaction. Hot on the heels of Jaguar’s polarising identity refresh, the new symbol for Range Rover is stirring fresh debate among design aficionados and petrolheads alike. Our Head of Design, Tom, breaks down what’s behind the double-R monogram and whether it’s a smart evolution or just a flashy gimmick.

Is Range Rover’s logo luxury refinement or brand bravado?

This week, JLR quietly dropped yet another brand update – a redesign of the Range Rover logo – that’s got both the design and automotive worlds talking. If the recent Jaguar rebrand left some scratching their heads, Range Rover’s latest move was clearly intended to provoke sensational headlines and stir up a little buzz.

It’s a familiar pattern: release the bare minimum without any context so it appears more shocking than it actually is, allow a bit of uproar, and then follow up with information and rationale - do I sound a little cynical here, I guess that’s because we’ve already seen this play out with Jaguar, but for Range Rover, it just feels a little more contrived in their approach.

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Basically, what we’re dealing with here is a new monogram-like Range Rover logo that’s already caused a modest ripple across social media – not quite an uproar, but enough digital chatter to catch the eye of anyone tuned in between Zoom calls. It consists of two uppercase R’s, flipped vertically to form a stylised shape that loosely resembles a ‘B’. It makes a lot of sense to me, it has that feel of bling and should appeal to their Louis Vuitton bag wielding fanbase. 

Before enthusiasts panic any further, JLR has clarified that this emblem won’t replace the familiar Range Rover wordmark. Instead, it’s intended to act as a supporting brand asset, designed for situations where the full wordmark is impractical – think discreet placements on event invitations, exclusive merchandise, and those ultra-luxe moments where less is decidedly more. A matching repeat pattern has also been released, destined for high-end accessories and interior finishes that cater to Range Rover’s increasingly style-conscious clientele.

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I can already picture it glinting from the centre of a sleek alloy wheel or embossed into the leather of a bespoke travel bag.

Whether or not the new Range Rover logo becomes iconic, it signals a shift in how the brand communicates luxury and lifestyle to a broader audience.

Beyond the visual shift, this new emblem hints at a subtle but significant repositioning of Range Rover’s brand personality. It feels aimed at an audience unafraid of a bit of bling – those who favour refined luxury but also want a dash of opulence. In a cultural landscape where even the White House is embracing ever more gilded décor, perhaps this is simply a sign of the times.

Whether the double-R monogram becomes a future icon or a brief design experiment remains to be seen. But one thing’s certain: Range Rover continues to steer its brand into new territory, keeping us all – designers, drivers, and onlookers alike talking.

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Final thought

Love it or loathe it, the new emblem signals more than just a visual tweak – it represents JLR’s strategic push towards a more premium, lifestyle-oriented position. In a category where heritage often outweighs experimentation, Range Rover is taking a bold swing at contemporary luxury branding. Whether this symbol becomes a coveted mark of modern status or fades into the background will depend on how well it’s integrated and received.

But one thing’s for sure: it’s got people talking, and in the world of brand design, that’s half the battle.

At Threerooms, we guide ambitious brands through meaningful evolution – preserving what makes them special while shaping what comes next.

Ready to evolve your brand with confidence? Let’s shape a rebranding strategy that honours your legacy and fuels your future. Let’s talk.

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