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Jaguar Land Rover, owned by Tata Motors, had always presented itself with two logos side by side: the Jaguar leaper and wordmark next to the green Land Rover oval. On 1 June 2023, in Gaydon, it unveiled a new corporate identity as part of a move to what it calls a House of Brands, with Range Rover, Defender, Discovery and Jaguar as the four brands customers see.

The company itself became JLR. Its new logo is a single monogram in thin black strokes, and the release explains the details: "The descending j aspires to add elegance, while the lighter weight of the emblem illustrates the step change to refinement and modernity." The R has no upright, a trick that reminded several people of the new Kia and Nokia logos. Chief creative officer Gerry McGovern called the identity "a unifier for our four distinct British brands."

JLR also had to explain what was not changing. The new logo is for the company, its website and its press releases, not for the cars. Land Rover, the release said, "continues as a world-renowned and important heritage mark, remaining on vehicles, websites, social media and retail sites."

That message did not get through to everyone. Creative Bloq collected some of the replies: one called it "Worthless. It’s either a Jaguar, Range Rover or a Land Rover", another said it looked "Almost like the name of an aftershave you see at duty-free," and a third thought it was "Nice for a firm of accountants, which of course the company actually is." Creative Bloq's own view was kinder: the change replaced "a terribly long-winded name" and ended the need to show two logos side by side.

As corporate identities go, JLR is a reasonable answer to a real problem. It was simply introduced to an audience that cares a great deal about badges, and it does not look like one.