Jaguar Land Rover (JLR) has unveiled its new corporate identity, 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 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.
