This is the new logo of Range Rover

Did Range Rover really need it?

Jaguar Land Rover seems to be taking transformation too seriously on its “House of Brands” as it enters a new era of electrification.

We’ve all seen the reactions and the comments about Jaguar’s rebranding with the “Copy Nothing” video and the Type 00 concept that came after. Now things seem to be headed in the same direction with its luxury SUV brand, Range Rover.

Range Rover has revealed a new minimalist emblem for the first time in 55 years. But hold on to your pitchforks guys, it’s not as big of a scale as it was with Jaguar.

JLR said the new logo will be used in places where the entire Range Rover typeface won’t fit, “such as on a label or as part of a repeating pattern, and within event spaces where an emblem is more appropriate.”

The two logos consist of Range Rover’s R letters being stacked and mirrored, and the other has the R letters rotated in 90, 180, and 360 degrees to form a repeating pattern – just like luxury designer bags such as Louis Vuitton or Gucci.

As for the Range Rover vehicles, you can breathe a sigh of relief. The iconic Range Rover typeface on the hood and trunk is here to stay, along with the Land Rover heritage logo on the grille.

By the looks of things, perhaps Range Rover will use the new logos for interior upholstery or cabin trimmings. During Milan Fashion Week, the RR logo was even shown on an archway finished in gold, which rather speaks like JLR is looking to expand luxury ownership beyond vehicles and make luxury items like bags and other merchandise. It could also be the reason why the logo looks more at home in a fashion show than a motor show.

With the all-new Range Rover electric coming soon, we wouldn’t be surprised if it’s the first SUV to wear the new emblems.