Jaguar Land Rover has unveiled its new corporate identity as part of its move to a House of Brands organisation. It aims 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. The descending j aspires to add elegance, while the lighter weight of the emblem illustrates the step change to refinement and modernity. JLR reaffirmed that the Land Rover brand will remain a key part of the company’s DNA, underpinning the world-class Range Rover, Defender and Discovery brands.
Commenting on the new identity, JLR CEO Adrian Mardell, said: “I’m confident this perfectly illustrates JLR’s ambition in the modern luxury space.” Also JLR’s Chief Creative Officer, Professor Gerry McGovern OBE, said: “The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands.”