Pentagram has created a new brand identity for Rolls-Royce Motor Cars that is classic and reserved, but exciting and new. It definitely moves the identity beyond what is normally expected in an automotive brand and transforms it into a lifestyle brand
The designers have placed the Spirit of Ecstasy, the iconic Rolls-Royce hood ornament that was designed in 1909, into a much more forward position for the brand. Carefully redrawn and simplified, the symbol now works well across all platforms and at different sizes. The Spirit also now faces right, into the future.
“Placing the Spirit of Ecstasy at the heart of the new brand language marks a shift in resonance from an automotive to a lifestyle context. She commands an aspirational quality in the luxury sphere and, in addition to the motor cars themselves, can now be interpreted as the muse for the marque,” a Pentagram release notes.
The wordmark has also been reworked: the two R’s are now larger than the other letters in the name, which emphasizes and reinforces the double R badge of honor still in use by the company.
In a move to strike more appeal in both male and female customers, the predominately all-black branding has been replaced with a rich dark purple. This twilight shade is accented with vibrant pink and orange, both of which add energy and life.