Jaguar Land Rover unveils new JLR corporate identity

LONDON: Jaguar Land Rover 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.

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 said on Thursday that the Land Rover brand would remain a key part of the company’s line-up.

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.