Range Rover’s New Logo Slammed As 2025’s Biggest Branding Blunder

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Synopsis

Jaguar Land Rover unveils its first bespoke Range Rover logo in 55 years—sparking fierce backlash online over its suitability.

Critics argue that the Range Rover logo resembles flashy jewelry or belt hardware more than a luxury SUV icon.

Key takeaways

• A first-ever bespoke Range Rover logo, doubling the “R” motif, sparks fierce debate.
• Designed for merchandising and small-scale applications—not car bonnets—but critics say it lacks a luxury touch.
• Fans and experts compare it to cheap jewelry or hip‑hop branding and call it “goofy” or “belt‑buckle‑like.”
• In a post-Jaguar rebrand era, JLR risks alienating loyal customers who crave heritage.

JLR ignores cautionary tales

Jaguar Land Rover (JLR), fresh off last year’s Jaguar rebrand fiasco that drew ridicule from the likes of Elon Musk and Nigel Farage—and reportedly led to their ad agency shakeup—has now rolled out a new Range Rover motif.

This marks the first exclusive emblem in Range Rover’s 55-year history, and though designed for labels, packaging, and events—not bonnet placement—it still represents a radical aesthetic shift.

Industry observers that even secondary branding elements can erode brand equity—see Kia and Jaguar’s logo missteps—for brands with deep-rooted heritage.

Double‑R motif

Spotted by Autocar, the new “Range Rover Motif” features two mirrored ‘R’s merging into one striking shape.

JLR describes it as a “smaller symbol for where our familiar Range Rover device mark does not fit” – suitable for labels, merchandising, repeating patterns, and event spaces.

However, many argue that its bolder-than-bold design feels unaligned with the subdued prestige expected of a luxury SUV.

Online roasts

Social media users have unleashed a torrent of criticism:

“Somebody said the new Range Rover logo looks like a belt buckle, and I can’t unsee it.”

“Make. It. Stop. This logo would be right at home on a big, tacky‑looking bottle of something stupidly expensive promoted by David Beckham.”

https://twitter.com/mujib_mccolines/status/1943252708175065170

Reddit users offered further scathing hits:

“Good morning, year 5… Everyone get out a crayon and sheet of paper.”
“Looks like something a dance artist from the early noughties would use for their debut album cover.”

Beyond the emblem

JLR also teased a repeating version of the double-R motif—applied to upholstery, labels, and packaging—drawing comparisons to luxury heritage patterns like those of Goyard or Louis Vuitton.

The goal: a distinctive new asset for merchandise and brand touchpoints. But critics argue that without vehicle integration, the pattern feels disjointed from Range Rover’s core identity.

Brand wariness: Is legacy being sacrificed?

Bentley’s subtle logo tweak, unveiled in early July, stands in stark contrast, being praised for preserving luxury DNA while modernizing.

Range Rover’s overt departure recalls lessons from Kia and Jaguar, where overly bold logos backfired and alienated loyalists.

When even non-vehicle logos draw backlash, it underscores how fragile brand trust is, especially for status-driven marques.

Range Rover’s new double‑R motif may aim to diversify brand assets across merch, events, and packaging, but the uproar proves that even small-brand elements must evoke emotional resonance.

For a marque built on rugged elegance, trading heritage for hype isn’t just controversial—it might be a branding disaster.