Jaguar Land Rover has unveiled its new corporate identity, as part of its move to a House of Brands organisation.
The new brand identity aspires to remove ambiguity and bring to the fore the unique 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.
Commenting on the new identity, JLR CEO Adrian Mardell, says it is exciting to unveil a new identity for the company as part of the House of Brands approach. “I’m confident this perfectly illustrates JLR’s ambition in the modern luxury space.”
JLR’s Chief Creative Officer, Professor Gerry McGovern OBE, says this is the next chapter of their 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.”
The creative process behind the new identity focused on elegance, modernity and a forward-thinking essence to reflect the direction and ambition of the company. The descending j aspires to add elegance, while the lighter weight of the emblem illustrates the step change to refinement and modernity.
JLR reaffirmed that the Land Rover brand will remain a key part of the company’s DNA. 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.
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You can't buy happiness but you can buy cars and that's kind of the same thing.
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Young South African motorists are increasingly opting for more affordable and practical vehicles as the cost of living puts pressure on household budgets, while still maintaining comprehensive insurance cover.
The row over BMW’s Spider-Man promotion is not really about superheroes. It is about trust, control and the creeping feeling that modern cars are becoming digital platforms first and private possessions second.
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