Jaguar Land Rover has unveiled a new name and logo as part of a major rebrand of the automotive giant.
Although often used as an abbreviation, JLR will be adopted as the company's new official name.
The business also unveiled its first-ever logo, having previously used separate ones for its Jaguar and Land Rover brands.
READ MORE: Click here to sign up to the BusinessLive North West newsletter
However, the new logo will not appear on any of its cars.
In a statement JLR said its new "identity embodies elegance, modernity and the company’s forward-thinking essence".
It added that its Range Rover, Defender, Discovery and Jaguar brands will be "amplified under a 'House of Brands' approach".
Chief executive Adrian Mardell said: "Today is an exciting day as we unveil a new identity for our company as part of our House of Brands approach. I’m confident this perfectly illustrates JLR's ambition in the modern luxury space."
Chief creative officer Professor Gerry McGovern added: "This is the next chapter of our Reimagine journey to become a truly modern luxury business. The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands."
JLR's statement also said: "The creative process behind the new identity focused on elegance, modernity and a forward-thinking essence to exhibit the direction and ambition of the company.
"The descending j aspires to add elegance, while the lighter weight of the emblem illustrates the step change to refinement and modernity.
"JLR reaffirmed today that the Land Rover brand will remain a key part of the company’s DNA. Land Rover continues as a world-renowned and important heritage mark, remaining on vehicles, websites, social media and retail sites, underpinning the world-class Range Rover, Defender and Discovery brands."
READ MORE:
