- Pic Credit: Rolls-Royce

Rolls-Royce gets new brand identity because they want to be a luxury brand

Who on earth told Rolls-Royce they were not a luxury brand?

Rolls-Royce has gotten itself a new brand identity. Their focus is to modernise the marquee, have a new visual language to resonate with a younger demographic and my personal favourite from the list "journey from automotive manufacturer to House of Luxury". This got me wondering - When in the world was Rolls-Royce not a luxury brand or associated with luxury?

Did they get a new logo? SoE? colours? yes, sort off...

The new logo is the double "R", yes, same as earlier but no 'Rolls' on the top and 'Royce' on the bottom of the double "R". On the plus side, the new double "R" logo does make the brand more modern, still keeping it the most recognisable part of the logo present.

The new logo of Rolls-Royce. Pic Credit: Rolls-Royce.

The new logo of Rolls-Royce. Pic Credit: Rolls-Royce.

The SoE (Spirit of Ecstacy) is an icon and the figurine is present on the bonnet of every car the marquee makes. Modernising the marquee's iconic figurine was Chris Mitchell, a renowned illustrator of brand and identity icons was brought forth by Pentagram (design agency working with Rolls to modernise their design) has changed the direction of the design when in 2D from facing left to now facing right.

Pic Credit: Rolls-Royce.

Pic Credit: Rolls-Royce.

They did not stop there, Rolls-Royce have even updated their wordmark to be simpler yet modern featured in the typeface (font) Riviera Nights which stems from the same font style as Rolls previous font Gil Sans Alt, it is just modern version of it.

Pic Credit: Rolls-Royce.

Pic Credit: Rolls-Royce.

As you must have noticed the colours have also changed. Pentagram was drawn towards the purple palette, specifically the more "deep and majestic" tone. Rolls-Royce do tell that Purple is always signified with wealth and power. This specific colour of purple used is called Purple Spirit, gives a nod to the Spirit of Ecstacy.

To complement the Purple Spirit colour, Metallic Rose Gold will be used in printed form or for items of longevity. According to Sami Coultas, Bespoke Colour and Trim designer, Rolls-Royce "(Rose Gold) will add elegance and grace to the marque’s printed materials."

The Noir imagery which is associated with Rolls-Royce’s Black Badge range will now have its own bursts of colour for each black badge model and will reflect each model’s launch specification.

The individual colours for the black badge models. Pic Credit: Rolls-Royce.

The individual colours for the black badge models. Pic Credit: Rolls-Royce.

The new part - Spirit of Ecstacy Expression

As the name suggests the expression of how the Spirit of Ecstacy will look in art-form. It is like the free-flowing "Aether" (infinity stone) in the Marvel movies, just that this is more modern -tech like design that is more pleasing to see. According to Rolls-Royce, "The Expression will become a distinctive and recognisable element of the marque's visual language, a key signifier of a House of Luxury."

The new-look of Rolls-Royce is refreshing, I like purple and I like the modern 2D SoE and the SoE Expression, but, even after all this work of making Rolls-Royce from an automotive manufacturer to now a "Luxury House", I am still wondering who on earth told the people at Rolls that Rolls-Royce was not a luxury brand or associated with Luxury?

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Comments (9)

  • Ah yes, because whenever I enter a Phantom I think I’ve entered a prison

      1 month ago
  • Yes, thats exactly what Rolls has been lacking all these years - luxury. Surely money well spent. Much more use in that than in, say, making the Cullinan a bit less ugly, so that it stops being a worlwide punchline

      1 month ago
  • foresee a golf shirt with the double RR on the front , and a ladies handbag so adorned ala Louis Vuitton.

    If they go this route it will cheapen the brand IMO.

    “Younger “ demographics began the first time you saw a drunk rockstar falling out of Shadow.. now it’s the daily transportation for “reality” stars.

    Rolls Royce is the ultimate aspirational brand.

    The appear not to have any problems selling their cars.

    I hope this is more of a very slow evolution of the brand.

    They must be careful or to cheapen it.

      1 month ago
  • Just let them out a bigger grille on it. They already have the know how.;)

      1 month ago
    • I bet they would put on the entire front of the car. They could even call it grille

        1 month ago
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