The history of the Land Rover brand began in 1948. The company produced its first cars during an acute shortage of steel, which was experienced by the entire UK industry after the end of World War II. However, the founders of the company, brothers Maurice and Spencer Wilkes, continued to create cars.

Meaning and History

Land Rover Logo history

It’s weird, but actually, the brand’s logo was inspired by a sardine can. The designer of the Land Rover once ate a portion of canned food and then left the jar on his table. In the end, a trace in the form of an oval outline remained on it. And now you can see that the shape of the latest Land Rover logo really reminds the shape of a sardine can.

1948 – 19??

Land Rover Logo 1948

The first Land Rover, produced in 1948, had the name “Land Rover” placed in a cast-aluminum oval. And the words in the brand logo were both crossing with a dash in the shape of the letter Z. The lettering, made up of large letters and sans serif font, looked quite simple, but it made sense: Land Rover is a utilitarian and easy-to-understand tool for a wide range of uses.

19?? – 1968

Land Rover Logo 19nn

This logo stands out as it has a rectangular form instead of the oval everyone is used to. It was still done in black and white and even featured the name done in a very similar style to the original logo. Except, it was printed in one line and did not have a “Z” line going through the letters. There were no other elements besides a black background with a light, simple frame. The company has been true to such minimalistic design ever since.

1968 – 1978

Land Rover Logo 1968

From the very beginning of production until 1971, the aluminum plate with the brand name also included the words “SOLIHULL, WARWICKSHIRE” and “ENGLAND” on the left and the right sides of the oval. Sometimes, an additional plate was installed to the logo, where was the inscription “Four Wheel Drive Station Wagon”. But after 1971 the logo completely changed. It turned black, and the inscription “Land Rover” — yellow. Moreover, the shape of the logo became more oval.

1978 – 1986

Land Rover Logo 1978

Comparing the 1978-1986 logo with the previous one, we can say that there were no fundamental changes. The only differences were the colors of the logo itself, it became green, and its lettering, which got slightly beige shade.

1986 – 2021

Land Rover Logo 1986

Again, during that period, there were no great innovations in the brand’s logo. The color of lettering was the only thing that changed, it became silver.

1996 – 2021

Land Rover Logo 1996

The last change that was made to the brand’s logo the lettering became a slightly beige shade again. And a certain gradient was added to the background, due to which the logo has a slight 3D effect.

2021 – now

Land Rover Logo
The brand has not done major changes to the shape of the emblem or the inscription. Yet, it has a very different feel as the black and white color palette gives an impression of a solid, luxurious brand. The updated version features a white background, a color of perfection, while black is used for the name and frame. The latter is typically associated with power, security, and sophistication.

2023 – now ( JLR Logo )

JLR Logo
This logo presents a new identity for the company. The “JLR” abbreviation is the new name of the Jaguar and Land Rover brands. The black color seen in this logo has always been considered a classic, formal color choice that speaks elegance, sophistication, and power. The bold, yet stylish font choice supports this impression and allows the logo to have a timeless look. This emblem will surely look good on documents and advertisements and the automobiles produced under these brands.

The Legends

Land Rover Defender

After the end of World War II, Land Rover needed to find an effective solution to overcome the post-war decline in car sales. Land Rover chief engineer Maurice Wilkes found the answer. His design concept, made in the summer of 1947, was more suited to a tractor than a car. Initially, the steering wheel was centrally located in the cab, mainly because Maurice, when designing a new car, was primarily focused on the farming community. Land Rover quickly approved his production design, although without a central location. The result was a vehicle that was reasonably lightweight and rust-resistant. And the innovative use of aluminum in the automotive industry remains a hallmark of Land Rover to this day.

Land Rover Discovery

The finished version of the Discovery was shown in September 1989 in Frankfurt. The car really became a discovery. Seven-seater but three-door, with spring suspension in a circle. The SUV had a full-time 4WD permanent all-wheel drive, but the main thing was disc brakes on all wheels. The Discovery brakes so efficiently that it tows heavy trailers without any problems. Restyling in 1994 did not affect the exterior, but inside the business, it did a lot, and this led to the fact that in 1995 the annual sales of Land Rover for the first time exceeded 100,000 cars and Discovery owned the lion’s share.

The Concept Cars

Land Rover Discovery Vision

Land Rover has chosen an unusual location to unveil the Discovery Vision. The premiere took place on the deck of the aircraft carrier Intrepid, which is docked in New York.

The headlights of this car are equipped with a tracking function for moving objects. Besides, there are two more laser systems. One of them scans the area ahead with infrared rays, makes a bump map, and displays it on the screen. Moreover, lasers even measure the depth of the ford, and the electronics informs the driver whether it is possible to drive through here.

Land Rover DC100 Sport and Land Rover DC100

With their proportions, angular lines, and almost vertical windshield, both concepts show the result of the evolution of the Defender’s appearance, which has not changed over the years. While retaining 100% SUV recognition, the car reinterpreted the power, reliability, and confidence that the legendary ancestor exudes.

Both SUV’s arsenal includes the Terrain Response system, which adapts the work to the surrounding conditions, changing the characteristics of the springs and shock absorbers, otherwise changing gears and controlling the torque. In this, it is assisted by sensors and video cameras that allow it to analyze the road surface in front of the car.

Land Rover Defender Electric

The new version of the classic SUV is powered by a 70-kilowatt electric motor. The SUV’s cruising range is over 80 km. During normal slow off-road driving, the charge lasts up to eight hours. The battery can be fully charged with the 7 kW express charger in four hours or 10 hours with the 3 kW charger.