“Take the Best that Exists and Make it Better” – Sir Henry Royce
To modernise their brand and resonate with a younger demographic of clientele, Rolls Royce have officially announced a change in brand identity. From an automotive manufacturer to a House of Luxury, Rolls Royce will be rolling out their new visual identity from September 2020.
Rolls Royce are an exemplary company who hold the title of being the creator of the ‘Best Car in the World’. In fact, their infamous icon ‘The Spirit of Ecstasy’ is recognised globally. Not only this, but Rolls Royce has become a synonym for luxury across all age groups. Their rich heritage dating back to 1911, is engrained at the brands Global Centre of Luxury Manufacturing Excellence in Goodwood, West Sussex.
Now, almost all of their models are designed and created – Bespoke. Tailored to the lifestyle requirements and interests of their clients, you can find out more about their bespoke services in our previous interview with Michael Bryden, bespoke designer of Rolls Royce.
That being said, Rolls Royce have indeed acknowledged their younger clientele’s interest in the distinct character of their bespoke models. Therefore, Rolls-Royce have appointed Marina Willer, partner at design studio – Pentagram, to create their new brand identity. An identity which will inherently be designed to appeal both digitally and physically to their new demographic of clients.
“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.” – Torsten Müller-Ötvös, Chief Executive, Rolls-Royce
So what has changed?
Firstly, their signature symbol – The Spirit of Ecstasy – remains at the forefront of this new design. However, the luxury-defining figurine has evolved into an illustration that reads clearly through both physical and digital forms. A new symbol that has ignited the inspiration for this new visual language.
Another aspect of the brand you’re probably wondering about is the infamous double ‘R’ badge of honour. You can breathe easy, as this infamous symbol is being left unchanged. The Badge of Honour is reserved solely for the models born at the Home of Rolls-Royce in Goodwood, West Sussex. That being said, you will see a few changes when it comes to the monograms and woodwork detailing to modernise the typeface and feel of the designs.
Furthermore, the design team have created a whole new colour scheme! Reflective of wealth, power and the essence of Rolls Royce, majestic purple tones have been chosen. Speaking on the colour titled ‘Purple Spirit’, Sami Coultas, Bespoke Colour and Trim designer for Rolls-Royce commented:
“Purple Spirit has a deep and powerful tone. It is a colour of modernity that evokes connotations of the dark and majestic night. It has an energy that conjures emotion with thoughts of strength and ambition – a tone well suited to inspiring greatness.”
The Spirit of Ecstasy Expression
To bring the brand to life in a modern and distinctive way, Pentagram have created a distinctive design series called ‘The Spirit of Ecstasy Expression’. In order to ensure that this new visual identity is cutting-edge, The Expression is the final touch to modernise the brand identity.
An innovative digital tool that uses coding has been developed by Pentagram. This will enable The Expression to be used on any surface, from projection to embroidery, printing to engraving. This will undoubtably become a distinctive and recognisable element of the marque’s transformed identity.
“What soon became apparent is that Rolls-Royce has evolved from being regarded as an automotive manufacturer into a leading light in the world of luxury. It was essential for us to ensure that the brand’s new identity reflected this shift.” – Marina Willer.
