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Range Rover Visual Identity
Range Rover's evolved visual identity, published as "The Philosophy of Reduction", reworks how the marque presents itself for a new era of modern luxury. The team went back to 1970, the year the first Range Rover launched, and recrafted every letter of the original word mark: angled Rs now bookend the name, with precisely weighted lines, open spacing and elongated letterforms that echo the rounded-square shapes of the first car. Alongside the word mark sits the new Range Rover Motif, two connected Rs with one inverted, drawn from the rounded and crisp corners of the flagship's bodyside graphic. It works as a shorthand signature on labels, wheel centrecaps, retail and digital spaces, and as a repeatable pattern that can be woven, layered or animated. The wider system borrows the language of cinema. A palette built on the shift of light from day to night centres on Golden Hour, a warm tone carried through imagery and materials. Three typographic styles, Filmic Storytelling, Core Typography and Credits, take their cues from title cards and credit sequences, and panoramic layouts set full-width imagery against clean white space so every page reads like a frame of film.
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