Jaguar Land Rover has unveiled its new corporate identity as part of its move to a House of Brands organisation.
A press release from the company noted that the new brand identity aspires to remove ambiguity and bring to the fore the unique DNA of each of its 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 creative process behind the new identity focused on elegance, modernity and a forward-thinking essence to exhibit 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.
The release added that the Land Rover brand will remain a key part of the company’s DNA. It 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.
Adrian Mardell, CEO, JLR, noted that the new identity for the company is part of its House of Brands approach.
Prof Gerry McGovern OBE, Chief Creative Officer, JLR, said this is the next chapter of the company’s Reimagine journey to become a modern luxury business. 'The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands,' he added.
Last April, the company announced that its Halewood plant in the UK will become an all-electric production facility, and its next-generation medium-size SUV architecture, electrified modular architecture (EMA), will be pure-electric.
The automaker also revealed that its Engine Manufacturing Centre in Wolverhampton, UK, currently producing Ingenium internal combustion engines for its vehicles, will have an electric future producing electric drive units and battery packs for its next-generation vehicles. It will be renamed the Electric Propulsion Manufacturing Centre to reflect the move.
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