A complete explanation of the Land Rover emblem: Why the green oval? [Car Emblem Secrets 18: Land Rover]

RAND ROVER

Sketches drawn on the beach and brand philosophy

Land Rover's first model, the Series I. — Land Rover’s first model, the Series I.

The origins of Land Rover date back to 1947, when founder Maurice Wilks drew a silhouette of a car in the sand on a Welsh coast. The official story, “ABOVE & BEYOND,” states, “The car is the Land Rover.”

The Land Rover that Wilkes envisioned was a car that combined high off-road performance with stable driving. This philosophy has been embodied in every model bearing the oval emblem since the company’s founding. The spirit of “challenging and blazing a trail into unknown territory” lives on in Land Rover.

The birth of the Land Rover “Series I”

The first Land Rover was the Series I, unveiled at the Amsterdam Motor Show in 1948. It was created in response to demand for a practical, sturdy four-wheel drive vehicle for agricultural and industrial use during the post-World War II reconstruction period. The body was made of aluminum, and it combined a simple, easy-to-repair structure with off-road capability.

The logo at the time featured a zigzag arrow resembling a lightning bolt, symbolizing sturdiness and mechanical strength. The design, which is said to have been conceived by chance at a factory in Birmingham, was a simple design that symbolized the car as a tool.

The evolution of the Land Rover emblem

The emblem, a dark green oval with the word LAND ROVER engraved on it, is said to visualize "Above and Beyond." — The emblem, a dark green oval with the word LAND ROVER engraved on it, is said to visualize “Above and Beyond.”

The origins of the Land Rover emblem

The first emblem attached to the Series I was an oval plate with the word “LAND ROVER” written on it and a zigzag line in the middle. There is no official interpretation of this motif, but the US authorized dealer, Land Rover Freeport, says that the design connects “Land” and “Rover” and visualizes “Above and Beyond.”

What Green Means

The design of the dark green oval with white lettering first appeared in the 1960s. Since then, this emblem has become established as a symbol of the brand. The green is interpreted as “representing coexistence with nature and originating from the traditional British color British Racing Green” (Land Rover Freeport). Although Land Rover headquarters has never officially stated its meaning, it can be understood that the dark green has been used as an abstract symbol that conveys a spirit of adventure and Britishness.

Is the oval a can of fish? An urban legend

The oval shape of the Land Rover emblem is interpreted as representing the earth or the globe. On the other hand, there is also a theory that it was inspired by the canned fish that the designer at the time ate for lunch. Since there is no official documentation to back this up, it remains an urban legend, but it is known among fans as an anecdote that shows the brand’s “playfulness.”

Design updates for a more luxurious look

Since its launch in 1948, Land Rover has evolved into the Series II and III models, eventually establishing itself as a luxury SUV brand with the Range Rover at the forefront. The emblem has also been refined accordingly, and since the 2000s, it has adopted a glossy metallic finish and three-dimensional expression. It emphasizes the vehicle’s off-road capabilities, as well as its presence as a premium SUV that stands out in urban areas.

The thickness of the border and the typeface of the logo have been updated over the years, while the zigzag arrow remains the same to this day. This small oval continues to represent the versatility of the brand, capable of “going anywhere,” from the British countryside to the Sahara Desert and urban streets.

The Land Rover of the future

In recent years, Land Rover has also been moving towards electrification, with the launch of the fully electric SUV “Range Rover Electric” planned. Sub-brands such as Range Rover, Defender, and Discovery are beginning to have an independent presence, but the deep green oval logo remains a symbol of adventure and Britishness. It will be interesting to see how it will be passed down in the future.