Jaguar Land Rover Unveils a New Corporate Identity

In a bold move towards a House of Brands organisation, Jaguar Land Rover (JLR) has recently revealed its fresh corporate identity.

This strategic shift aims to eliminate any ambiguity, highlighting the distinct DNA of each of JLR’s esteemed brands – Range Rover, Defender, Discovery, and Jaguar. Moreover, it seeks to expedite the realisation of the company’s ambition to be the Proud Creators of Modern Luxury.

A Vision of Modern Luxury

The new brand identity is a testament to JLR’s commitment to modern luxury. It is a reflection of the company’s aspiration to bring to the forefront the unique characteristics that define each of its brands. This rebranding is not merely a cosmetic change, but a strategic move to accelerate the delivery of the company’s vision.

The Creative Process: Elegance, Modernity, and Forward-Thinking

The creative journey behind the new identity was centred around three key themes: elegance, modernity, and a forward-thinking essence. These themes were chosen to represent the direction and ambition of the company. The descending ‘j’ in the emblem adds a touch of elegance, while the lighter weight of the emblem signifies a step change towards refinement and modernity.

Jaguar Land Rover Unveils a New Corporate Identity

Land Rover: A Key Part of JLR’s DNA

JLR took the opportunity to reaffirm that the Land Rover brand will continue to be a crucial part of the company’s DNA. Land Rover, a world-renowned and significant heritage mark, will remain prominent on vehicles, websites, social media, and retail sites. This move underpins the world-class Range Rover, Defender, and Discovery brands, reinforcing their importance in the JLR family.

JLR’s Chief Creative Officer, Professor Gerry McGovern OBE, said: “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.”

A Step Towards Refinement and Modernity

The unveiling of the new corporate identity marks a significant milestone in JLR’s journey. It is a step towards refinement and modernity, reflecting the company’s commitment to being at the forefront of the luxury automotive industry. This rebranding is a clear indication of JLR’s ambition and direction, as it continues to create modern luxury vehicles that are loved and admired around the world.

Commenting on the new identity, JLR CEO Adrian Mardell, said: “It’s 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.” 

Jaguar Land Rover Unveils a New Corporate Identity

In conclusion, the new corporate identity of Jaguar Land Rover is more than just a change in logo. It is a statement of intent, a commitment to modern luxury, and a promise to continue creating vehicles that are a perfect blend of elegance, modernity, and forward-thinking design. As JLR moves towards a House of Brands organisation, it is clear that the company is not just evolving, but revolutionising the concept of luxury in the automotive industry.

Featured Image: JLR