Jaguar Land Rover has unveiled its new corporate identity, JLR, as it transitions into a ‘House of Brands’ organization.
The new brand identity removes ambiguity and emphasizes the unique DNA of each brand: Range Rover, Defender, Discovery, and Jaguar, while accelerating the company’s vision of being ‘Proud Creators of Modern Luxury.’
Regarding the new identity, JLR CEO Adrian Mardell expressed, “I am delighted to unveil the company’s new identity as part of our House of Brands strategy. I am confident that the new identity will perfectly showcase JLR’s lofty ambitions for modern luxury spaces.”
Professor Gerry McGovern, JLR’s Chief Creative Officer, stated, “This is the next chapter in our reimagination journey to become a truly modern luxury business. The new JLR identity will provide clarity for customers and integrate our four distinctive British brands.”
In creating the new identity, JLR focused on elegance, modernity, and a forward-looking essence to encapsulate the company’s direction and vision. The descending J design adds elegance, while the lighter weight of the emblem signifies a significant transformation towards sophistication and modernity.
Meanwhile, JLR reaffirmed that the Land Rover brand will remain a key part of the company’s DNA. The Land Rover brand will continue to thrive as an important heritage mark with a global reputation supporting the world-class Range Rover, Defender, and Discovery brands through vehicles, websites, social media, and retail locations.
Lee Sang-jin daedusj@autodiary.kr