The logo itself consists of a typographical part and an icon part. The two parts work together and their connection reflects the agility, quality and efficiency of the brand. The versatility of the logo lies in its three forms of use, in pure icon form, in a form with the name and in an extended basic form with the name and slogan.

Both the logo and the name symbolically resemble the lynx, not only visually but also nominally, since “heyus” is a respelling of hejus, which is a dialect name for a lynx. The identity is supposed to tell the story of Land Rover, as reflected in our slogan.

The use of the logo should reflect the constant impression that the logo itself evokes, namely direct vigour, credibility, ferocity and outdoor style.