Jaguar Land Rover is rolling out its new corporate brand as part of the company's transition to a House of Brands organisation.

JLR said, “The new brand identity aspires to remove ambiguity and bring to the fore the DNA of each of JLR’s brands, Range Rover, Defender, Discovery, and Jaguar as well as accelerate the delivery of the company’s vision to be Proud Creators of Modern Luxury.”

The design process behind the new brand centres on elegance, modernism, and a forward-thinking spirit to demonstrate the company's future and ambition. The falling ‘j’ aims for elegance, while the lighter weight of the logo depicts the transition to refinement and modernism. 

Commenting on the new identity, Adrian Mardell, CEO, JLR stated, “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.” 

Professor Gerry McGovern OBE, Chief Creative Officer, JLR, said, “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.”

“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,” said the company in a statement.

JLR emphasised that the Land Rover brand will continue to be an important element of the company's DNA.