Range Rover unveils an evolved visual identity with two primary elements at its core – a refined word mark and the new Range Rover Motif. These brand signifiers draw from half a century of Range Rover design heritage, expressed through a reductive and contemporary approach.

The evolution of the brand’s identity draws from the cultural energy of 1970 – the year Range Rover introduced the world’s first luxury SUV amid a wave of bold experimentation across technology, art, design, automotive and cinema. Filmmakers of the era were redefining visual storytelling, and Range Rover employs that same cinematic language through confident typography, bold graphic marks and references to title cards, studio idents and credit sequences.  

By engaging with the visual cues of its founding decade, the brand reconnects with the modern spirit that has defined it from the start and presents the Range Rover story through a distinctly cinematic lens. 

The creative process began with revisiting Range Rover’s earliest visual marker: the original 1970 word mark. The goal was to honour that heritage while creating timeless markers for the next generation of Range Rover, capable of living across any physical or digital environment. 

The evolved word mark is reductive yet powerful. Timeless and instantly recognisable. Angled, assertive Rs bookend the mark and create a confident frame. Precisely weighted lines bring a sense of meticulously engineered harmony. Refined proportions and open spacing introduce clarity and composure. Paired with linear, elongated letterforms, the word mark blends technical precision and softened geometry, subtly echoing the rounded‑square forms of the original 1970 Range Rover and its tension between utility and luxury.  

A powerful new icon, the Range Rover Motif introduces a secondary expression of Range Rover’s visual identity. Its form carries the same combination of rounded and crisp corners found in the distinctive bodyside motif that defines the side profile of the flagship Range Rover, a recognisable brand signifier in its own right. 

Informed by existing brand markers and vehicle design cues, the Range Rover Motif is an extension of a coherent visual language, a graphic distillation of the brand’s DNA. It enables flexibility beyond the word mark, serving as a physically smaller, shorthand code. 

The Range Rover colour palette is rooted in the natural transition of light from day to night: bright, contemporary and minimalist, but still warm and intentionally crafted for calm. Across the visual identity sits Golden Hour, a colour inspired by the visual splendour of the last hour before sunset and the first after sunrise, and expressed through imagery to introduce an inherent warmth throughout the brand.  

Materials are shaped by this same relationship with light, with reflective properties and glasslike depth, allowing surfaces to reveal detail and form as illumination shifts.   

Range Rover’s approach to composition is rooted in the visual language of cinema. By positioning content within panoramic proportions – where full‑width imagery is set against a clean white canvas – every layout feels inherently cinematic. Content is elevated, adding depth to Range Rover’s storytelling.  

JLR holds both HM the King and HM Queen Camilla's Royal Warrants, with the most recent granted in April 2025, continuing a distinguished relationship dating back to the first award by King George VI in 1951. This means JLR can display the crests of both HM The King and HM The Queen. For Range Rover, the Royal Warrant is a mark of enduring British craftsmanship, luxury and trust. The warrants will appear on select advertisements to proudly reinforce this heritage and the exceptional standards that define the brand. 

The evolution of the Range Rover identity has been a process of decoding and recoding the brand’s DNA – distilling more than five decades of design heritage into a clearer, more intentional system, ensuring consistent application across every touchpoint.