Range Rover Introduces Compact ‘R’ Motif, Lettermark Stays

Our sister publication, Autocar UK, broke the news of a new Range Rover logo, and there’s been much speculation that it would be the new logo that replaces the Range Rover lettermark. However, that isn’t the case, says the company via a statement that reads, “The Range Rover Motif has been developed as a smaller symbol for where our familiar Range Rover device mark does not fit, such as on a label or as part of a repeating pattern, and within event spaces where an emblem is more appropriate.”

New Range Rover logo to coexist with current lettermark

Land Rover oval badge also likely to continue

The SUVs would thus continue to have ‘Range Rover’ spelt out across the bonnet, as is the current case. Furthermore, the new emblem isn’t likely to replace the Land Rover oval logo either, as many feared, with CEO Adrian Mardell previously stating that Land Rover will remain an integral part of JLR: “I really want to reiterate and put this on record that the Land Rover mark will remain.”

Where the new Range Rover logo will be used

Likely to be seen on upholstery, as part of a grille pattern or on merchandise 

The new motif could appear on upholstery, within a grille pattern – something Mercedes does with the tri-pointed star and the Maybach monogram – and even on merchandise. To that effect, the company also revealed a ‘Range Rover pattern’, essentially a checkered design incorporating the new ‘R’ element. This could form a pattern on seats, surfaces like the grille and on merchandise like bags and shirts.

Logo patterns are increasingly becoming popular across luxury goods, with brands like Louis Vuitton and Gucci incorporating their logos into patterns, and JLR seems to be wanting to cash in on this trend. A visual identifier would also help the company’s current bid to separate Jaguar, Range

Rover, Defender and Discovery into distinct individual brands, and with Jaguar already having shown its new logos and motifs – to much bruhaha – it’s likely we could soon see new symbols for Defender and Discovery.