Rover Group has launched a new corporate marque to refocus its individual group identity, by Edward Briscoe Design.
Rover had previously been represented by the individual badges, says Edward Briscoe design director Richard McHale.
“The new identity establishes a stronger British character, one that is built on heritage and at the same time considers the future,” says a spokesman for Edward Briscoe. It is designed to act as a rallying point for the group’s brands.
The marque is meant to be representative of the British characteristics inherent in Rover, including individuality, McHale adds.
The typeface is based on Perpetua and appears in Oxford blue. The consultancy, which has worked for Rover for three years, is applying the marque to premises, signage, truck liveries, stationery and workwear.