A company's visual brand language, a distinct set of design elements, is a way to communicate their personality and values to a consumer. In this project, I designed a flashlight within the visual brand language of Range Rover. I first analyzed Range Rover as a brand, extracted critical style guidelines, and used them to inform the design of my flashlight.


Extracted Design Elements

Since its release, the brand language of Range Rover has not varied nearly as much as other brands. Though some features change by model year, three crucial style elements are consistent: proportions, angles, and relationships to the waistline.



Range Rover emphasizes the proportions of the car and the relationship of the roof, waistline and sill. The plastic body and rubber handle of the flashlight maintain these proportions.

Round, Wide Angles

Most every angle on the Range Rover is obtuse, but maintains a softness through rounding the intersection of body elements.

Relationships to Waistline

The waistline determines the top of the Range Rover's grill, headlights and taillights. The flashlight's lens reflects this detail. 



I first researched the history and design principles of both Land Rover and the Range Rover, to understand what the brand emphasizes in their design. This led to an understanding of the visual brand language. I compiled this knowledge into a style guide, to show what makes a Range Rover a Range Rover.



Using the visual brand language I identified in my style guide, I began explorations into what an extension of the Range Rover brand may look like. I used sketching and rapid prototyping to visualize possible directions.