Rolls-Royce's new brand identity reflects its journey from automotive manufacturer to House of Luxury

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Design studio Pentagram has created a new brand identity for Rolls-Royce that reflects the company's journey from automotive manufacturer to House of Luxury. 

In recent years, Rolls-Royce has experienced change at a quicker rate than ever before in its storied past.  The Rolls-Royce portfolio has expanded to five models, each with their own distinct character, and almost every motor car created at the marque’s Global Centre of Luxury Manufacturing Excellence in Goodwood, West Sussex, is Bespoke – tailored to the lifestyle requirements of diverse and discerning patrons. The introduction of Black Badge, the marque's alter-ego, has met the needs of a subset of these clients, answering their call for an edgier, alternative Rolls-Royce, one that carries an assertive and dominant persona. With such choice, it is no surprise, therefore, that the age and demographic of the marque’s clients have decreased significantly to an average of just 43. The new visual language is aimed at resonating with Rolls-Royce's younger demographic of clients.

The Spirit of Ecstasy is an instantly recognisable, modern icon of British luxury. Having graced the prow of Rolls-Royce motor cars since 1911, today, she remains one of the world's most famous symbols, embodying beauty, luxury, style and perfection.

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 enigmatic figurine has evolved into the form of an illustration – one that reads clearly in today's virtual world.

The original figurine was drawn and sculpted by British artist Charles Sykes. In homage to this historical commission, Chris Mitchell, a leading illustrator of brand and identity icons, was called upon by Pentagram to envisage the distilled form of the iconic statuette. Working closely with Pentagram’s direction, Chris, drawing on her quiet power and authoritative nature, paid close attention to her proportions which embrace strength and power that cannot be deemed fragile or meek. When depicted in two-dimensional form, her direction has changed from left to right, boldly facing the future, reflective of the marque itself.

Torsten Müller-Ötvös, Chief Executive, Rolls-Royce, commented: “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. 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."

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