Data, Not Vibes: Why Range Rover’s Logo Fell Flat

Range Rover’s New Logo Is Giving Crypto Coin, Not Car Badge

Has Jaguar out-Jaguared itself? Range Rover’s new logo dropped and... YIKES. Someone said it “looks like a belt buckle turned on its side.” That might actually be generous.

The new double-R emblem was revealed as part of Jaguar Land Rover’s push to elevate Range Rover as its own standalone luxury brand. It’s meant for merch and digital use, not the car itself... which is honestly a relief, because it’s giving crypto exchange, not $100K SUV.

As a brand designer, I always tell clients: don’t go off vibes. Go off data. Use research. Test things. Ask: Does this communicate what we want people to feel?

Because when legacy brands oversimplify in the name of minimalism, they risk losing the substance that built their reputation in the first place.

This design feels like it came straight from a first-year design student project: mirrored initials, rinse and rotate, done. There’s no tension, no story, no soul. For a brand built on heritage, performance, and quiet luxury - that’s a miss.

I’m not saying every redesign needs to be bold. But when your logo gets more attention for being (and I quote) "goofy as hell" than a luxury car badge… maybe it’s time to revisit the brief.

What do you think... is this another case of a legacy brand oversimplifying to fit into a box that was never made for them?

#LogoDesign #RangeRover #BrandIdentity #LuxuryBranding #DesignStrategy #Minimalism #DesignMatters #VisualStorytelling #CreativeDirection #DesignCritique