How does a brand present itself via its visual language and remain true to its heritage while speaking to its bright and contemporary future? This is the question behind Rolls Royce’s decision to introduce a new brand identity.
In recent years, Rolls-Royce has experienced change at a quicker rate than ever before in its storied past. Its portfolio has expanded to five models, each tailored to the lifestyle requirements of diverse and discerning patrons. The introduction of Black Badge, the marque’s alter-ego, has met the needs of a subset of these clients, answering their call for an edgier, alternative Rolls-Royce, one that carries an assertive and dominant persona. With such choice, it is no surprise, therefore, that the age and demographic of the marque’s clients have decreased significantly to an average of just 43.
Torsten Müller-Ötvös, Chief Executive, Rolls-Royce, commented, “As the marque’s digital presence increases, there has never been a more important time for the visual language of the company to reflect our standing as the leading luxury brand in the world. We have embarked on a fascinating journey of modernising our brand identity to echo those changes seen in our portfolio, our client demographic, their lifestyle and the luxury world that surrounds them.”
Employing the services of Marina Willer, partner at Pentagram, a multi-disciplinary design studio, the luxury car marker has introduced the following changes to its logo
The Spirit of Ecstasy
The Spirit of Ecstasy is an instantly recognisable, modern icon of British luxury. Having graced the prow of Rolls-Royce motor cars since 1911, today, she remains one of the world’s most famous symbols, embodying beauty, luxury, style and perfection.
The Spirit of Ecstasy will now gain increased prominence in the marque’s brand identity. While the sculpture that leads each motor car in silent grace remains unchanged, an iteration of the enigmatic figurine has evolved into the form of an illustration – one that reads clearly in today’s virtual world.
Originally drawn and sculpted by British artist Charles Sykes, the new iteration by Chris Mitchell, a leading illustrator of brand and identity icons, has seen her changing direction from left to right, boldly facing the future, reflective of the marque itself.
Colours
Although true to their artisanal origins, brown and slate palettes confined the identity to the past. The desire was to seek a more expressive, luxurious colour palette, one appealing to both male and female clients, one with a future vision.
Pentagram was drawn to purple hues, specifically those with a deep and majestic tone. In a nod to the Spirit of Ecstasy, a colour named Purple Spirit will pave the way for the future of luxury by becoming Rolls-Royce’s signature colour. A metallic Rose Gold is chosen to complement this colour. This elegant and modern hue will be reserved for items of longevity and used only in printed form. A wider palette of expressive colours has been determined to be used alongside these primary tones.
Badge of Honour / Wordmark / Monogram
The double ‘R’ Badge of Honour is a timeless expression of true luxury. The badge, representing Rolls and Royce, the marque’s founding fathers, is known worldwide as a symbol of engineering excellence and the very best of human endeavour. It is no surprise, therefore, that this famed signifier remains unchanged.
The Monogram also retains its original form but replaces the Badge of Honour on collateral, while the Wordmark ‘Rolls-Royce Motor Cars’, have reduced in size, with the emphasis reverting to Rolls-Royce, in recognition of the marque’s significantly wider influence outside of the automotive industry. The Wordmark has become more refined in its appearance, depicting the quiet, whispering power of contemporary Rolls-Royce.
Typeface
The chosen typeface, Riviera Nights, stems from the same family as Gil Sans Alt, the marque’s previous font, but with additionally crafted and bevelled letters.
The Spirit of Ecstasy Expression
A wholly new visual treatment of the Spirit of Ecstasy has been created, called The Spirit of Ecstasy Expression. With an ethereal yet tech-like feeling, The Expression adds a cutting-edge aura to the new visual identity. Contemporary in appearance, The Expression speaks of the marque’s modern lifestyle presence and will be found in both physical and digital forms. It will be used on any surface, from projection to embroidery, printing to engraving and will become a distinctive and recognisable element of the marque’s visual language, a key signifier of a House of Luxury.
Source: Rolls Royce