Every few years, a legacy brand decides to give itself a visual refresh—some cleaner lines, a fresh coat of Helvetica, and the promise of “modern relevance.” Most of the time, these updates are met with polite applause and promptly forgotten. But then there are those other moments, like Range Rover’s new logo reveal, where you’re left wondering whether the design team simply ran out of caffeine, or worse, courage.
It’s not that Range Rover’s new logo is offensive. In fact, it’s the opposite—it’s so minimal and neutral that it barely registers. The updated wordmark, which appears to have gone through a very disciplined session of font diet, is sleek, thin, and utterly forgettable. A symbol of prestige? Possibly. A symbol of daring design or expressive identity? Not so much. In a world where branding is supposed to tell a story, this one whispers like it’s at a spa day.
This comes on the heels of Jaguar Land Rover’s broader rebranding efforts, which have felt like a brand trying to find itself mid-makeover. The now-infamous “Copy Nothing” campaign was supposed to position the company as bold and uncompromising. Instead, it landed somewhere between vague and cryptic, like an ad for artisanal bottled fog. It’s within that same abstract sandbox that Range Rover’s latest emblem seems to have been molded—carefully, cautiously, and with a palpable fear of offending anyone.
Now, some may argue that this is exactly what luxury branding is supposed to be. Clean. Quiet. Confident. But there’s a difference between refined and indistinct. Think of the way brands like Porsche or even Bentley carry their visual identity—rooted in history but still undeniably distinct. Range Rover’s new logo, in contrast, could just as easily be stitched onto the waistband of a designer belt or heat-pressed onto a boutique skincare product. And yes, it is reportedly being rolled out onto luxury accessories, including leather belts, which might be the most ironically fitting placement imaginable 🧍♂️🧢
Here’s where things get more interesting. Range Rover isn’t just a nameplate—it occupies a unique position in the automotive world. It’s a luxury sub-brand under Land Rover, but lately, JLR has been pushing it more like a standalone marque. That’s fine in theory, but the lack of clarity in both visual identity and messaging isn’t helping. Instead of drawing clear lines between Range Rover, Discovery, and Defender—which could empower each model line to evolve on its own terms—JLR seems to be playing a game of design Jenga. Remove too many layers of character and you’re left with a block that looks sleek but can’t support much weight.
It’s a shame because Range Rover vehicles still carry enormous presence on the road. Whether it’s the hulking Autobiography model or the sleek Velar, these SUVs project success and capability. But branding matters, and when the badge on the hood starts to look more like it belongs on a tech startup’s business card, something gets lost in translation. The disconnect is subtle, but it's real. You see it in the showroom experience, in how younger buyers interpret luxury, and in how brand heritage is either carried forward or quietly erased.
A friend recently traded in her beloved Range Rover Sport for a newer model and was surprised by how little the new branding resonated with her. “It doesn’t feel like the same car,” she said, staring at the emblem on the rear tailgate. “It’s like they tried to make it look cool for TikTok, but forgot I’m the one driving it.” She’s not wrong. In an era of electric SUVs, augmented dashboards, and AI-generated marketing blurbs, what buyers often crave most is authenticity—something that feels rooted, not rebranded for clicks.
There’s also the missed opportunity factor. With electrification reshaping the luxury vehicle market, Range Rover had a chance to double down on its identity—to say, "We are still the go-anywhere SUV for people who’ve arrived.” Instead, this redesign says, “We are also Helvetica.” You’d expect more from a brand that has chauffeured royalty, climbed mountains, and graced music videos and fashion shoots alike. But perhaps this is the paradox of modern luxury: to appear expensive, one must look like they’re trying less and less.
Design trends come and go, but great brand identities endure. What made Range Rover’s earlier logos memorable wasn’t their visual complexity, but the sense of place and purpose they conveyed. The oval badge, the bold block lettering—it didn’t just say Range Rover, it shouted it. Confident. Capable. British. This new version? It’s elegant, yes. But it feels a little like wearing a tuxedo made of oatmeal.
So maybe it’s time to ask not just how we design, but why. When brands become afraid of being bold, they often settle for being bland. And in the luxury SUV world, where personality can be the ultimate differentiator, that’s a dangerous choice. It’s not just about aesthetics—it’s about ambition. And in that sense, this new logo seems more like a whisper than a roar 🚙💼