The British luxury automaker’s modern visual rebrand aims to appeal to a younger, digital-focused generation

Luxury automaker Rolls-Royce has this week announced its plan to release an updated brand identity and logo. The new visual identity is both modern and digital-friendly in hopes to appeal to a younger demographic of clients while further strengthening the brand’s place as a house of luxury.

“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,” explained Torsten Müller-Ötvös, Chief Executive, Rolls-Royce in a press release. “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.”

In order to properly modernise their brand identity, Rolls-Royce collaborated with Marina Willer, partner at Pentagram––a multi-disciplinary design studio in London––to create a new visual brand identity that will better reflect the strides Rolls-Royce has taken to become a leader in the luxury sphere while appealing to a new generation in parallel.

Due to her distinct separation from the automotive industry, Willer was able to approach the re-design with a totally new and fresh perspective that helped her bring to life the marque’s shift from the manufacturer of the ‘Best Car in the World’ to a  more well-rounded luxury lifestyle brand.

“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,” added Willer. “We needed to present Rolls-Royce in a forward-facing, fresh and relevant way––speaking to new audiences while respecting the company’s loyal clients.”

Pentagram borrowed deep purple hues that represent royalty, weath, and power to replace the original black and silver logo while also employing the Spirit of Ecstacy to replace the century-old monogram design. Having been front and centre as the bonnet ornament of every Rolls-Royce example since 1911, the Spirit of Ecstasy logo is instantly recognisable as an icon of unparalleled luxury while also appealing to a more modern aesthetic. 

“The use of the Spirit of Ecstasy marks a shift in the resonance of the brand––from an automotive to a lifestyle context,” explained Willer. “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.”

See also: Rolls-Royce To Debut New Ghost In Autumn 2020