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.
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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."
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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."
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