Jaguar Land Rover has unveiled its new corporate identity as part of its move to a 'House of Brands' organisation.
Through the new brand identity, JLR wants to remove ambiguity and bring out the DNA of each of its brands - Range Rover, Defender, Discovery and Jaguar.
The change in identity consists of a new logo. According to the brand, the descending j aspires to add elegance, while the lighter weight of the emblem illustrates the step change to refinement and modernity.
The brand also reaffirmed that the Land Rover brand will remain a key part of the company’s DNA. The logo will remain on vehicles, websites, social media and retail sites, for the Range Rover, Defender and Discovery brands.
Adrian Mardell, CEO, JLR, said, “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.”
Gerry McGovern OBE, CCO, JLR, added, “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.”
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