The possible branding fiasco for the new Range Rover's logo this year
The automotive world is abuzz with discussions about the new Range Rover logo, a minimalist emblem that Jaguar Land Rover (JLR) describes as a "symbol of transformation." This logo, unveiled in a recent presentation to investors on July 10, 2025, is part of a broader "House of Brands" strategy aimed at recoding Range Rover's identity while emphasizing quiet power and luxury.
The new logo, featuring a pair of 'R' characters set wide apart, has been designed for smaller spaces such as labels or repeating patterns, and within event spaces where an emblem is more appropriate. However, its modern aesthetic and unique design have sparked a wave of opinions on social media, with some finding it sleek and contemporary, while others liken it to a belt buckle, jewelry brands, and even early noughties dance artists.
The criticism of the new logo implies concerns about the direction of JLR's design decisions. Some argue that it doesn't appear to be designed for a car brand, with comparisons being made to jewellery brands and hip hop artists. This controversy is a source of contention among customers, echoing the backlash faced by brands in the past, such as Kia, when an ill-advised rebrand had lasting effects.
Last year, Jaguar's rebrand was widely criticized, including by Elon Musk and Nigel Farage, and reportedly led to the brand ditching its ad agency. The new Range Rover logo's reception raises questions about whether JLR has learned from these past mistakes and whether this rebrand will successfully resonate with its customers.
Despite the criticism, it's important to note that the new logo is not intended to adorn the front of the cars, but rather to represent the heritage of the brand in smaller, more subtle ways. Autocar has spotted the new emblem, calling it a radical aesthetic departure from previous emblems. Time will tell if this departure will be embraced or if it will face further criticism.
In summary, the new Range Rover logo is part of a strategic rebranding focused on refinement and transformation, with public messaging highlighting its symbolism and modernity. However, the direct consumer reactions from social media suggest a divided opinion, with some praising the sleek design and others questioning its suitability for a car brand. As JLR moves forward with this new logo, it remains to be seen how it will impact the brand's image and customer loyalty.
