THE PHILOSOPHY OF REDUCTION

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.