Rolls-Royce, the prestigious British car manufacturer, has joined the ranks of companies giving their visual identity a makeover. Following in the footsteps of BMW, Rolls-Royce has decided to revamp its 2D graphic charter. The changes are particularly evident in the iconic Spirit of Ecstasy emblem, which has undergone a minimalist makeover. Created by sculptor Charles Robinson Sykes in 1911, this winged emblem has seen several iterations over the years. Now, with a fresh new look, it is set to capture the attention of a new generation of consumers.
In addition to the Spirit of Ecstasy, the famous Rolls-Royce double R monogram has also undergone changes. The new design lacks relief and offers a more streamlined and modern appearance. The typography has also been updated, with the Gil Sans Alt font making way for one of its variations, Riviera Nights. The new visual identity also introduces a new color scheme, with the car owner being able to choose the striking purple shade of Purple Spirit as the main color, complemented by a secondary shade of Rose Gold.
The new visual identity, designed by the renowned Pentagram design studio, aims to appeal to a younger generation of consumers. With the average age of Rolls-Royce buyers currently standing at 43, the company recognizes the importance of adapting to the changing demographics and preferences of its customers. The updated visual identity is also better suited for communication campaigns, particularly on digital platforms, as Rolls-Royce continues to expand its digital presence.
This rebranding represents an important step for Rolls-Royce as it looks to modernize its brand image and reflect the changes happening within its portfolio, customer base, and the luxury industry as a whole. The CEO of Rolls-Royce, Torsten Müller-Ötvös, emphasizes the significance of this visual language update in maintaining the brand’s position as a leading luxury brand with global reach.
As Rolls-Royce intensifies its brand content strategy, including ventures like launching its own online games and animated series, this new visual identity will play a crucial role in presenting a cohesive and contemporary image to its discerning customers.
Useful Links:
– Rolls-Royce Voice of Rolls-Royce: Get a behind-the-scenes look at the Rolls-Royce brand and its visual identity transformation.
– Pentagram Design Studio: Learn more about the design studio behind Rolls-Royce’s new visual identity.
