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August 26, 2020

Catering to a Younger Market Now, Rolls-Royce Undergoes a Re-Branding

In recent years, Rolls-Royce has experienced change at a quicker rate than ever before. The Rolls-Royce portfolio has expanded, and with that the age and demographic of its clients have decreased significantly to an average age of just 43.

How then, does a brand present itself via its visual language and remain true to its heritage while speaking to its bright and contemporary future? The result is Rolls-Royce and their new branding.

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 figurine has evolved into the form of an illustration, one that reads clearly in today’s virtual world.

When it comes to colors, Rolls-Royce will don a deep and majestic purple Historically rare in nature and with roots in mythology, art, piety, and royalty, purple has always signified wealth and power. In a nod to the Spirit of Ecstasy, a color named Purple Spirit will pave the way for the future of luxury by becoming Rolls-Royce’s signature color.

Metallic Rose Gold has been chosen to complement this color. This elegant and modern hue will be reserved for items of longevity, and used only in printed form.

Meanwhile, the double ‘R’ Badge of Honor will remain unchanged, but it will reside on the marque’s products alone.

The Monogram also retains its original form but replaces the Badge of Honor on collateral, while the words, ‘Rolls-Royce Motor Cars’ will feature Riviera Nights as its new typeface. The words, ‘Motor Cars’ will be reduced in size as well.

Finally, Rolls-Royce has come up with a new visual treatment called The Spirit of Ecstasy Expression. Akin to a silken fabric, The Expression adopts a fluid form and is versatile in nature. An innovative digital tool that uses coding has been developed by Pentagram to enable The Expression to be used on any surface, from projection to embroidery, printing to engraving. It can be found in both physical form at the marque’s global establishments and in digital form.


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