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June 4, 2023

Check Out The JLR House Of Brands

Jaguar Land Rover has unveiled its new corporate identity today, as part of its move to a House of Brands organization.

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. It will also accelerate their vision as 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.

JLR reaffirmed today 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.


  1. i dont understand, arent discovery defender and range rover models of land rover? but now they are also brands like jaguar. so what is land rover now?

    1. Land Rover will remain as a trademark, but expect JLR to spin off the Defender, Discovery, and Range Rover brands into separate lines.

      For example, you might see a Defender 90 / 110 / 130, and perhaps a Defender Sport. Range Rover will definitely have the Sport and perhaps the new Evoque, Velar, etc.


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