JLR
Jaguar Land Rover has transitioned to a House of Brands organization and unveiled a new Corporate Identity (CI), JLR.
The new CI emphasizes the unique DNA of each brand: Range Rover, Defender, Discovery, and Jaguar. It accelerates the company vision of being the "Proud Creator of Modern Luxury."
The descending J design adds elegance, and the lighter weight of the emblem signifies a major shift toward sophistication and modernity.
Adrian Mardell, JLR CEO, said, "We are very pleased to unveil the company's new identity as part of the House of Brands strategy," adding, "I am confident that the new identity will perfectly showcase JLR's ambitious vision for the modern luxury space."
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Professor Gerry McGovern, JLR Chief Creative Officer, said, "This is the next chapter in our Reimagine journey to become a true modern luxury business," and added, "The new JLR identity will provide clarity to customers and serve to unify the four distinct British brands."
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