A new trick for old Rover

Rover Group is to launch a new corporate identity in October. Edward Briscoe Design is developing the new look.

The identity will not change the branding of Rover cars themselves, but will be applied to corporate vehicles, buildings, stationery, staff clothing and possibly accessories.

Rover, which is owned by BMW, is seeking to establish a “stronger British character”, says a spokeswoman for Edward Briscoe.

The consultancy was chosen without an official pitch, as it has carried out a number of projects for the car group over the last three years. Initial concepts have been approved by the client and artwork is now being finalised.

A spokesman for Rover Group says that the move is part of a bid to remove confusion on the part of its customers. Rover Group encompasses four brands: Rover, Land Rover, MG and Mini. At present the Rover brand and Rover Group use the same identity.