Rolls Royce announces a new, millennial brand identity


The ultra-luxury automobile maker has unveiled a renewed and modernized brand identity aimed to allure a younger demographic

Rolls Royce new brand colours

August 26, 2020: Coming up with a refreshing new brand identity, British automobile company Rolls Royce has decided to redefine itself which will be more attuned to its changing clientele. Partnering with Pentagram, a renowned multi-disciplinary design studio, the luxury brand is recreating the new identity that transcends beyond being the ‘Best Car in the World’. 

One of the most significant changes in this rebranding is redesigning of the Rolls Royce logo. The iconic Spirit of Ecstasy figurine which has always been on the prow will now become the primary logo of the company. A recognisable mark of British luxury and perfection, which was designed by Charles Sykes, the enigmatic emblem has undergone a stellar reinterpretation. Facing right instead of left, the icon depicts the bold vision towards the future and depicts quiet strength. 

Rolls Royce new Spirit of Ecstasy

Marina Willer, partner at Pentagram, commented, "The use of the Spirit of Ecstasy marks a shift in the resonance of the brand – from an automotive to a lifestyle context. She commands an aspirational quality in the luxury sphere and by placing her at the centre of the visual language, the Spirit of Ecstasy can now be interpreted as the muse for the marque, in addition to the motor cars themselves." The Spirit of Ecstasy expression has taken a much more versatile and a fluid form which can be used for engravings, projections, embroidered pieces in physical as well as digital form. 

In the past, the color scheme of Rolls Royce was based on brown and slate palettes. With changing times, the brand wanted striking but luxurious hues that would appeal to both men and women. The new brand identity will now have purple as the central color, called the Purple Spirit, signifying power and future of luxury. It will be complemented by metallic Rose Gold that will be used in digital form and also for items of longevity. Pentagram has also changed the typeface of the brand from Gil Sans Alt to a new font called Riviera Nights. Letters are capitalised and each of them look more crafted. 

Rolls Royce new brand font and logo

With so many new changes made, the brand however, has decided to keep its double R monogram unchanged. A symbol of excellence and a beacon of the brand’s founding fathers, the monogram has replaced the Badge of Honor on collateral. The wordmark ‘Rolls Royce Motor Cars’ has also been altered with the words ‘Motor Cars’ reduced in size, with an art-deco style showcasing a more refined and whispering power of the contemporary Rolls Royce. 

The new identity of the Rolls Royce will come into effect on September 1, 2020. 

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