Rover rolls out a revamped image in corporate makeover

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Rover yesterday unveiled its first corporate makeover for 10 years. Dr Walter Hasselkus, chairman, said the new logo and corporate image was designed to project Rover's Britishness, heritage, creativity and exploring spirit. He described the new corporate identity as "elegant, confident and sophisticated."

There had not been anything wrong with the old corporate identity, he said, except that after six changes of name in 20 years - from Leyland Motors to BMC to British Leyland, to BL, to Austin Rover and onto Rover, the company's image needed to be refined.

The four royal warrants that Rover uses will be replaced with just one and the individual marques - Rover Cars, MG, Land-Rover and Mini will be projected separately from the corporate identity.