Jaguar Land Rover has unveiled its new corporate identity today, officially adopting the frequently used ‘JLR’ abbreviation 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.
Although the new logo will be used for all corporate activity related to the JLR and its brands, it will not be used on Jaguar and Land Rover vehicles themselves, which will continue to carry their individual branding.
Adrian Mardell, JLR CEO, said: “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.”
Professor Gerry McGovern, OBE, JLR’s chief creative officer, added: “This is the next chapter of our Reimagine journey to become a truly modern luxury business. The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands.”
JLR’s ongoing Reimagine strategy is “delivering a sustainability-rich vision of modern luxury by design” and transforming the business to become carbon net zero across supply chain, products, and operations by 2039. Before the end of the decade the Range Rover, Discovery, and Defender collections will each have a pure electric model, while Jaguar will be entirely electric.
