New Range Rover identity, the lettering is gone, here are a pair of Rs

Shortly after Jaguar's controversial rebranding, another of the company's flagships—the Range Rover—JLR has unveiled a bold new logo that will appear on the Indo-British manufacturer's luxury SUVs, starting with the brand's upcoming first electric model. JLR unveiled the logo in a recent presentation to investors, who learned that from the end of the year, the new logo will identify the family's various models with a pair of overlapping Rs in the minimalist font that distinguishes the brand's recent phase. The first change since the launch of the first model in 1970, the logo—which consisted of the full Range Rover wording—was conceived as part of the company's House of Brands strategy, in which each of the four lines (Jaguar, Range Rover, Discovery, and Defender) is managed as an independent entity, with its own branding, positioning, and marketing strategies. CEO Adrian Mardell had previously emphasized that Land Rover will remain an integral part of JLR's operations and that its name will continue to appear on vehicles. “I want to reiterate and put on record that the Land Rover brand will remain,” he said during the presentation of the House of Brands strategy.