Jaguar Land Rover is immersed in a profound process of change. Both English brands are under the protective umbrella of the Indian Tata Motors but despite this, they have to show that they deserve to stay alive. However, the rapid evolution of the automotive sector seems to have choked them as they are unable to keep up with their Bavarian premium rivals. Hence Jaguar y Land Rover Have ambitious plans for your future.
These are reflected in the reimagine strategy that they presented a while ago. But the big surprise came recently when they announced that they had rewritten it, introducing major changes. One of them is the new company name: JLR. Another has to do with the new structure that is divided into Range Rover, Defender, Discovery and Jaguar. Well now they take a new step forward announcing that change their logo and typography of company.
JLR was born as the new identity of Jaguar Land Rover within the Reimagine strategy...
Until now Jaguar Land Rover were known like this, using their respective trade names. But it will be from the debut of this new logo that they will stop presenting themselves like this to do it this way: JLR. It is nothing more than the acronym of one and another brand by joining the initials of their respective trade names. In addition, to make it more recognizable to the whole world, they have created the specific logo that you can see associating their three initials...
According to JLR official press release, this corporate change has its importance. In it they explain that...
«The new brand identity aims to eliminate ambiguity and highlight the unique DNA of each of JLR's brands (Range Rover, Defender, Discovery and Jaguar), as well as accelerate delivery of the company vision of being Proud Creators of Modern Luxury«
This new corporate identity is part of its shift to a House of Brands organization. Regarding its design, ehe creative process behind the new identity focuses on elegance, modernity and a forward-thinking essence to showcase the company's direction and ambition. As for the logo, the descending "J" seeks to add elegance, while the lighter weight of the logo illustrates the shift towards refinement and modernity.
And Land Rover, although it will not die, will be the visible example of the brand's heritage...
Surely after reading this you will wonder What about Land Rover as an independent brand? Well, for the moment it will continue to be alive, although in a different way. In the press release that they have published, they explain what their most immediate future will be, explaining it as follows...
«Lhe Land Rover brand will continue to be a key part of the company's DNA. Land Rover continues to be a world-renowned and important heritage brand, which remains across vehicles, websites, social media and retail sites, underpinning the world-class Range Rover, Defender and Discovery brands."
Therefore, Range Rover, Defender, Discovery models will continue to carry the Land Rover logo. And although they have not explained how it will be, it is understood that in a discreet way so as not to snatch all their prominence from the new banners. Over time We'll see what happens with Land Rover since in its long history it has positioned itself as a benchmark among premium all-terrain vehicles and its absence is equally noticeable...
Now the doubt is in if JLR will help customers see Jaguar Land Rover the way they want. Time and your efforts will be the ones who judge and pass sentence...
Source - JLR