Jaguar Land Rover is transitioning to a “House of Brands organization” and they’ve unveiled a new corporate identity, which puts its brands at the forefront.has been simplified to JLR so it doesn’t distract from their four individual brands of Range Rover, Defender, Discovery and Jaguar. However, the company noted the “world-renowned” Land Rover name isn’t going away as it will remain on “vehicles, websites, social media and retail sites.
Speaking of names, JLR showed off their new minimalist logo. As the company explained, the “descending j aspires to add elegance, while the lighter weight of the emblem illustrates the step change to refinement and modernity.” We’re not sure about that, but it looks pretty good.JLR CEO Adrian Mardell said, “Today is an exciting day as we unveil a new identity for our company as part of our House of Brands approach.