
Land Rover is one of the most renowned automotive brands, which is known for its rugged off-road vehicles and luxurious SUVs. Since its inception in 1948, the British automotive brand has undergone numerous design and branding changes, which included modifications to its emblem. Presently, the company is owned by the Indian company Tata Motors. The Land Rover logo has evolved over time to reflect the brand’s heritage, durability, and commitment to excellence.
The Genesis of the Land Rover Logo (1948 – 1960s)
The first Land Rover logo was introduced in 1948 when the brand debuted its inaugural off-road vehicle, the Series I. The design was simple yet effective and featured an elliptical badge with a dark grey background and white text. The words “Land Rover” were prominently displayed in capital letters with a connecting zigzag line to symbolise motion and adventure. It also mentioned the inscriptions “Solihull Warwickshire” and “England” as a reference to the brand’s origin.

(1960s – 1968)
With the launch of the Series II, the Land Rover logo underwent subtle refinements. It featured the brand name “Land-Rover” in white uppercase against a black rectangular background with thin white framing and rounded corners. The logo was tilted to reflect the fact that Land Rover vehicles can overcome hills and challenges. Additionally, there were two bold dots at the top left and bottom right of the rectangular frame to symbolise screw heads.

(1968 – 1978)
In 1968, the logo featured an oval with a black background and yellow framing. Written in two levels, the brand name in bold yellow was slanted, and the zigzag line was split in two.

(1978 – 1986)
In 1978, Land Rover became an independent subsidiary of British Leyland and was officially named Land Rover Limited. This period saw a subtle redesign of the previous oval-shaped logo, with the black background being replaced with emerald green and yellow being replaced with light gold.

(1986 – 2021)
As part of the Rover Group, Land Rover updated its logo in 1986 to give it a more contemporary appearance. The emerald green oval background became more vibrant and showed a gradient. The font was refined and executed from a Gill Sans family where the individual letters had one-sided spikes at their top with shadows for a sleeker look. The overall design remained familiar to emphasise brand consistency while enhancing visual appeal.

(1996 – 2021)
In 1994, Land Rover was acquired by BMW, which led to further modernisation of the logo. The German automaker ensured that Land Rover maintained its heritage while subtly refining its branding. Looking more like the 1978 version, the green and white colour scheme was made brighter and the finish became glossier. It added a touch of sophistication to align with the premium direction of the brand.

(2021 – Present)
In 2021, the redesigned logo changed the colour palette to black and white. The outer edge of the oval had a thicker black framing, while the inner edge had a thinner one. Both the frames were separated by a thick white frame. The wordmark in black was redrawn subtly without any accompanying shadow.

(2023 – Present)
The company got a new name—JLR, where “J” stood for the brand Jaguar. The combined Jaguar Land Rover logo featured the monogram “JLR” in black capitals. Besides, the removal of the vertical bar of “R” brought more style and sophistication.

The Elements of the Land Rover Logo
Symbol
The Land Rover emblem features a distinct oval shape with a frame that prominently displays the car brand’s name at its centre. A zigzag, split into two sections, complements the inscription. While the background has undergone changes over time, the core design has remained consistent. According to legend, the inspiration behind the emblem came from a greasy imprint left on paper by a sardine can.
Font
The typography used in the emblem is Gill Sans Bold Italic, which is a typeface designed by Eric Gill in 1930.
Colour
The colour palette has evolved more than the emblem’s shape or typography. Initially, it was solely grey, but over time, emerald green, yellow, white, and silver were introduced.
The History of Land Rover
Land Rover is a distinguished British automotive brand known for its four-wheel-drive vehicles, particularly in the luxury SUV segment. The brand’s history dates back to the late 1940s and has evolved through various ownerships and model developments.
The concept for Land Rover originated in 1947 when Maurice Wilks, the chief designer at the Rover Company, created a prototype while working on a farm in Wales. This prototype was built using Jeep chassis components, reflecting the utilitarian ethos that would define the brand. The first official Land Rover was launched at the Amsterdam Motor Show on April 30, 1948. The initial model quickly gained popularity for its ruggedness and off-road capabilities.
After the success of the Series I, Rover introduced the Series II in 1958, featuring a more refined design and improved mechanical components. The Series III followed in 1971, becoming the best-selling model of the classic Land Rover lineup.
By the 1970s, Land Rover was a dominant player in the 4×4 market, producing vehicles for military and civilian use. In 1978, Land Rover became a separate division within British Leyland, reflecting its growing importance. In 1970, Land Rover introduced the Range Rover, a luxury off-road vehicle that combined off-road capability with comfort. It featured a powerful V8 engine, coil-spring suspension, and a more stylish design. The Range Rover was revolutionary, setting the stage for the modern luxury SUV segment.
In 1967, the company became part of Leyland Motor Corporation, which later evolved into British Leyland. By 1994, the Rover Group was acquired by BMW. Following this acquisition, Land Rover was sold to Ford in 2000, thereby becoming part of Ford’s Premier Automotive Group. In 2008, Tata Motors purchased both Land Rover and Jaguar from Ford and formed Jaguar Land Rover Limited as a subsidiary.
Land Rover has maintained a close relationship with the British Royal Family since it was granted a Royal Warrant by King George VI in 1951. This recognition underscores its status as a preferred vehicle among royals and its commitment to quality.
Interesting Facts About Land Rover
- The prototype of the original Land Rover was designed in 1947 by Maurice Wilks, who was inspired by the Willys Jeep used in World War II. The first prototype, aka “Centre Steer,” had the steering wheel in the middle like a tractor.
- Due to steel shortages in the aftermath of the Second World War, Land Rover used aluminum instead of steel. This made the vehicle lightweight and resistant to rust and contributed to its legendary durability.
- Land Rover is credited with building the first monster truck in the world. The company built the truck for the British Forestry Commission.
- In the Great Train Robbery of 1963, a group of 15 robbers looted a post office train of $7 million in cash using two stolen Land Rovers.
- Land Rover has long been associated with the British Royal Family. Queen Elizabeth II was often seen driving her custom Land Rovers. Additionally, Land Rovers have been used by military forces worldwide due to their toughness.
- Land Rover, along with Jaguar, holds all three Royal Warrants.
- In the 1950s, Land Rover experimented with an amphibious model that could float on water. While it never went into mass production, the idea showcased the innovative capability of the brand.
- From 1980 to 2000, Land Rover sponsored the Camel Trophy. It was an extreme off-road competition that took adventurers through some of the world’s toughest terrains, from the Amazon jungle to the Siberian wilderness.
- Land Rover models were shown in several iconic movies, such as Tomb Raider, Skyfall, Love Actually, The Italian Job, and Shaun of the Dead, among many others.
- Land Rovers have been used for expeditions in some of the harshest environments, which included the Arctic, Sahara Desert, and Mount Everest base camp.
- In the 1950s, students of Oxford and Cambridge went on an expedition from London to Singapore, a distance of 16,000 miles, in two Land Rover Series I vehicles.
- Land Rover is a popular model among celebrities, which include Daniel Craig, Victoria Beckham, and Reese Witherspoon, among others.
- The early models of Land Rover were painted light green as the company utilised the surplus aircraft cockpit paint from the Second World War. This was an economic approach.
- The Range Rover in 1970 was arguably the first car to offer four-wheel drive.
- There are many stories of Land Rovers surpassing one million miles in their lifetime, thus proving their legendary durability. Some owners even pass them down through generations.
- In 1970, the original Range Rover was showcased in the Louvre Museum in Paris as a work of “exemplary industrial design.”
- To celebrate the release of the Land Rover Discovery in 2016, a full-sized replica of the vehicle was built entirely out of LEGO—using 5.8 million bricks!
- Land Rover has announced plans to electrify its lineup, with fully electric models expected to launch in the coming years. This marks a new chapter for the iconic brand while maintaining its off-road legacy.
Finally
The Land Rover logo variants reflect the brand’s journey through different ownerships, technological advancements, and shifting design trends. While the core essence of the emblem has remained consistent, each modification has added a touch of modernisation and sophistication. Today, the Land Rover logo stands as a symbol of rugged capability, luxury, and innovation, thereby reinforcing its status as a leader in the global automotive industry.