Asger Risom
Jaguar Land Rover has introduced a new emblem for its iconic Range Rover brand—and it’s already dividing opinion. Coming just months after a controversial TV ad campaign, the badge redesign has sparked a flurry of online reactions from loyal fans and critics alike.
Jaguar Land Rover has introduced a new emblem for its iconic Range Rover brand—and it’s already dividing opinion. Coming just months after a controversial TV ad campaign, the badge redesign has sparked a flurry of online reactions from loyal fans and critics alike.
New Logo Unveiled for Range Rover
The new badge features a stylised pair of interwoven Rs and marks the first standalone emblem for Range Rover in its 50-year history. It was previewed during an investor presentation.
Electric Future Sparks Redesign
The emblem will debut on the brand’s upcoming electric model, launching later this year. It represents part of JLR’s broader shift toward electrification and premium brand separation.
Fan Backlash Begins Online
Many longtime fans took to social media to express their disappointment. Some likened the logo to the letters “BB” and criticized the design as unnecessary or poorly executed.
“Even Worse Than the Jaguar Rebrand”
Following last year’s Jaguar rebranding, which also split opinion, some fans claimed this new design is “even worse,” highlighting continued dissatisfaction with the company’s recent aesthetic direction.
Some Support the Fresh Look
One X user posted: “Tbh the new Range Rover logo is cool. The brand’s cult following old and didn’t really need it, but for the future if the brand is RR… Reminds me of like GG, like ‘good game’.”
It Won’t Replace the Main Logo
JLR clarified that the new emblem isn’t replacing the classic Range Rover branding. Instead, it will be used in select contexts—like labels, patterns, or events—where a smaller mark is needed.
Follows ‘Woke’ Ad Controversy
The rebrand comes just eight months after Jaguar’s widely debated ‘Copy Nothing’ advert, which was slammed by critics—including Nigel Farage—for being overly stylised and off-brand.
Elon Musk Joins the Critics
Even Elon Musk weighed in at the time of the advert, sarcastically questioning whether Jaguar actually sells cars, further amplifying the backlash.
JLR Sticks to Its Strategy
Despite criticism, Jaguar Land Rover is pushing forward with brand updates, positioning Range Rover as a standalone luxury marque with a modern, flexible visual identity.
