Jaguar Land Rover has unveiled a new brand logo. It is part of Reimagine's strategy to become a zero-carbon company by 2039 to become a 'truly modern luxury business' announced in 2039.
It is a change to represent Jaguar Land Rover as a whole as a House of Brands, a combination of several brands. It will be used primarily to represent the company, and the iconic Jaguar and Land Rover logos will remain as before for each brand.
Jaguar Land Rover has unveiled a new logo with the name JLR.
The new logo is elongated vertically. The J, similar to the front part of Juventus' symbol, and the R, expressed using negative space, are unique. Nokia's new logo comes to mind, but identification is better. On small screens, the negative space is highlighted and looks like a knot. There is also a tendency for L to look a little faint.
JLR is now the logo representing Range Rover, Defender, Discovery and Jaguar. It has changed into a name that represents the whole, like Google's Alphabet and Facebook's Meta. BTS, which abstractly changed the Korean name by taking the first letter in English, comes to mind. The brand hierarchy and visual expression deviated from the keywords of England and classic.
JLR is now the logo representing Range Rover, Defender, Discovery and Jaguar. I've always thought it odd that the Jaguar logo and the Land Rover logo go hand in hand. I was confused as to which of the two to remember. It's good that the logo like a general mall is finally gone, but I also think it's too late. Many companies are already running towards the future, and Jaguar's electric car E-PACE, which was impressive, was quickly released, but it seems that it has not been able to build an image.
