Jaguar Land Rover (JLR) unveils a new corporate identity symbolizing elegance, modernity, and forward-thinking.
The change aligns with JLR’s ‘Reimagine’ strategy, focusing on transforming into a modern luxury business.
JLR reaffirms its commitment to the Land Rover brand while promoting innovation and modernity.
Jaguar Land Rover (JLR) has peeled back the cover on its new corporate identity, ushering in an era of elegance, modernity, and forward-thinking ethos, as it paves the way for its modern luxury vision. The evolution of JLR comes as the company transitions to a ‘House of Brands’ structure, under which it will distinguish and amplify its quartet of brands – Range Rover, Defender, Discovery, and Jaguar.
“Today is 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,” stated Adrian Mardell, JLR CEO, during the announcement.
This significant shift isn’t just a cosmetic makeover. It is part of JLR’s ‘Reimagine’ strategy, a strategic pathway to metamorphose the company into a truly modern luxury business. The new JLR identity is a beacon of this transformation, signifying clarity for clients while bridging the company’s four distinct British brands under a unified visual narrative.
“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,” said Professor Gerry McGovern OBE, JLR’s Chief Creative Officer.
Taking a deep dive into the creation of this new identity, it is designed to embody JLR’s evolution by focusing on elegance, modernity, and a forward-thinking essence. The ‘j’ character in the identity descends gracefully, adding a touch of elegance, while the lighter weight of the emblem signals a leap towards refinement and modernity. This artful design encapsulates the direction and ambition of the company, allowing it to stand tall amidst its competitors.
As part of its transition, JLR reiterated its commitment to the Land Rover brand. The iconic Land Rover will retain its presence, remaining a cornerstone of JLR’s DNA. Embraced as a world-renowned and important heritage mark, the Land Rover brand will be visibly present across all vehicles, websites, social media platforms, and retail sites. This underlines JLR’s commitment to retaining the iconic world-class Range Rover, Defender, and Discovery brands, while still fostering innovation and modernity.
