ABOUT THE BRAND

JLR Investigates is an independent US-based digital media brand focused on true crime, breaking news and on-the-ground reporting. Built around a highly engaged online community, the brand combines live investigative content and social media with a growing merchandise and lifestyle store.

Its visual identity reflects the direct, energetic nature of the content, bold, recognisable and designed to work consistently across digital platforms, social media, apparel and merchandise.

Why We Evolved the Logo

The original JLR Investigates logo had a strong, raw energy that reflected the brand’s independent and unconventional personality. However, as JLR Investigates continued to grow across social media, digital content and merchandise, the identity needed to become stronger, cleaner and more versatile.

The redesign retains the expressive, rebellious character of the original while introducing a more structured and confident visual language. The JLR lettering was strengthened to create a distinctive, recognisable mark, while INVESTIGATES was simplified into a bold condensed typeface for greater clarity and impact.

Removing the heavy glow, outlines and competing typographic styles also allows the new identity to reproduce far more effectively across different applications — from social media and digital graphics to embroidery, print and apparel.

The result is a more cohesive, contemporary and scalable identity without losing the attitude that made JLR Investigates recognisable in the first place.

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