Jaguar And Land Rover Embrace New Brand Identity, Transform Into Single JLR Brand

  • Jun 2, 2023
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The Range Rover, Defender, Discovery and Jaguar brands now come under a single brand umbrella: JLR

  • Jaguar Land Rover now has a new corporate identity - JLR.

  • New JLR brand is part of its move to a House of Brands organisation.

  • Range Rover, Defender, Discovery and Jaguar brands are now under a single umbrella.

  • Land Rover vehicles will continue to sport its heritage emblem despite the new branding.

  • JLR aims to be carbon-neutral across operations by 2039.

Jaguar Land Rover have unveiled a new corporate identity as the brand evolves into JLR. The rebranding is part of its future plans, which embraces modernity and electrification, but at the same time, is so much more than that. 

The new logo has been designed with a creative process in mind that leans on elegance and modernity, adjectives that usually resonate with the Land Rover and Jaguar brand. The ‘J’ in the name stands for elegance, while the overall minimalistic design illustrates the step change to refinement and modernity.


This is what JLR’S chief creative officer, Gerry Mcgovern had to say, “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.”

Also Read: New Teaser From Jeep Shows Off Autonomous Off-Road Driving Technology

As part of its ‘House of Brands’ approach, the Range Rover, Defender, Discovery and Jaguar sub-brands now come under the  JLR umbrella. That said, it isn’t like new vehicles won’t have the Land Rover emblem denoting and carrying its legacy. Even the websites, social media and retail sites will be retaining that long standing logo.


Part of this identity overhaul will also include a transition into a cleaner emission free future. There will be at least one pure EV in each of the Land Rover brands, while the Jaguar lineup will be entirely EV-only by 2030. Another nine years after that and the brand aims to become carbon neutral across its supply chain, products, and operations.

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