Final yr there was one branding story that hogged extra headlines than the remaining. Information of Jaguar’s vibrant (or as some known as it, ‘woke’) rebrand was derided by everybody from Elon Musk to, er, Nigel Farage – and reportedly led to the model ditching its advert company. So what has guardian firm Jaguar Land Rover (JLR) determined to do subsequent? Why, give its different heritage automobile model a brand new brand, in fact.
Autocar has noticed a brand new Vary Rover emblem, which appeared in a current presentation to buyers. Whereas the primary bespoke emblem for the model in its 55 yr historical past is not designed to exchange the Vary Rover wordmark, it is nonetheless a radical aesthetic departure, and one which’s already drawn a robust response from followers. It most likely will not be hitting our greatest logos roundup in a rush.
(Picture credit score: Vary Rover)
That includes a pair of ‘R’s going toe-to-toe, the brand new brand finally ends up forming a single form that actually appears to be like… fascinating (or as Motor1 places it, “goofy as hell”). “The Vary Rover Motif has been developed as a smaller image for the place our acquainted Vary Rover gadget mark doesn’t match, similar to on a label or as a part of a repeating sample, and inside occasion areas the place an emblem is extra acceptable,” the model instructed Autocar.
Chances are you’ll like
It is the primary bespoke emblem in Vary Rover’s 55 yr historical past (Picture credit score: Vary Rover)
However even when it is unlikely to adorn the entrance of the vehicles, a brand new automobile image must signify the heritage of the model itself. Bentley just lately acquired it proper with its subtly tweaked id, wheres too daring a departure (Jaguar) can flip heads for the improper causes. And judging by the response on-line, Vary Rover’s new image is likely to be a bit of too topsy-turvy.
It is also drawing one of many similar criticisms that was levelled on the Jaguar rebrand – that it appears to be like prefer it is not designed for a automobile model. From jewelry manufacturers to hip hop artists, loads of social media customers have steered the brand new image appears to be like prefer it was made for something however a luxurious SUV model.
Somebody stated the brand new vary rover brand appears to be like like a belt buckle and that i cant unsee it pic.twitter.com/Rg0qvg3ABaJuly 10, 2025
You’ve acquired to surprise who runs JLR these days with shit just like the Jaguar launch and this nonsense https://t.co/FbnSab4sk8July 9, 2025
Make. It. Cease.Are these clowns nonetheless promoting vehicles or overpriced aftershave now? As a result of that brand could be proper at residence on an enormous, tacky-looking bottle of one thing stupidly costly promoted by David Beckham. https://t.co/W1BnfyNHapJuly 9, 2025
“Good morning yr 5. At this time we’re going to design a brand new Vary Rover brand. Everybody get out a crayon and sheet of paper,” One Redditor pithily places it, whereas one other provides, “Seems to be like one thing a dance artist from the early noughties would use for his or her debut album cowl.”
JLR’s final main rebrand was considerably… divisive (Picture credit score: Jaguar)
If something, the response goes to indicate the problem confronted by automobile manufacturers – with such loyal and invested clients, even a brand that is unlikely to hit the automobile bonnet is usually a severe supply of competition. And a ill-advised rebrand can have lasting results – simply take a look at the Kia brand debacle.
Every day design information, opinions, how-tos and extra, as picked by the editors.
