Luxury Rebrand: Rolls-Royce Modernizes Identity for a New Generation

Luxury Rebrand: Rolls-Royce Modernizes Identity for a New Generation

Since 1911, the Spirit of Ecstasy ornament has been gracing the bonnet of every Rolls-Royce vehicle. Its recognizable stature is one that represents true luxury, style, and status. Through the years, the RR monogram, logos, signature colors, and beloved emblem have remained unaltered. Until now. Rolls-Royce is considered a leader in its class, but it has also evolved into more than an automaker, becoming a House of Luxury that appeals to a younger mid-40s crowd vs. the more mature customer of the past. You can expect to see the following alterations to the Rolls-Royce brand in the coming year.

Spirit of Ecstasy Emblem

Pentagram, the world’s largest independently owned design studio, redesigned the Spirit of Ecstasy hood ornament to have a more modern silhouette. Her overall design evolution includes small adjustments while keeping the integrity of the brand in place. The Spirit of Ecstasy symbol is now right-facing, as if looking ahead towards the future and the open road, with a less complex, more digital-friendly design. Consumers will see this new symbol on the vehicle itself and it will join the updated logo to become one of the two main forward-facing symbols of the brand.


Pentagram also worked with Rolls-Royce to create a more abstract and fluid expression of the logo, including the typography. Small details like the ends of the letters ‘L’ and ‘E’ have been slanted to inspire movement, points out Pentagram’s Marina Willer. The phrase ‘Motor Cars’ has been reduced in size, while the font itself, which has been Gill Sans for over a century, has been given a new sharper, more modern treatment. Riviera Nights is a thinner, crisper, all-uppercase typeface. This logo will replace the double R Badge of Honour on collateral.

Color Palette and Aura

There is one aspect to the brand redesign that is completely new – they call it the Spirit of Ecstasy Expression. This new visual treatment acts as a backdrop aura and is aimed to become a key signifier of the Rolls-Royce House of Luxury brand.

The original color palette moves from all dark-hued tones to vibrant colors that accent a dark night-like purple called ‘Purple Spirit.’ Accent colors include pink, orange, and rose gold for a calming, yet energizing vibe.

‘RR’ Monogram

One element to the brand that has remained untouched is the double R monogram – known as the Badge of Honour. While it remains unchanged, it will take a backseat to the Spirit of Ecstasy and updated logo, appearing only on the car itself as a metal badge.

“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,” notes Torsten Müller-Ötvös, chief executive of Rolls-Royce Motor Cars, in an official statement.

Each of the updated brand icons continue to embody the incredible heritage of Rolls-Royce. But with the recently expanded portfolio, including Bespoke capabilities and the Black Badge models, Rolls-Royce felt it time to evoke a fresh modern feel into the digital age. See these alterations to the iconic brand on the new 2021 Rolls-Royce Ghost.

About The Author

A fervent passion for racing and an intimate knowledge of luxury and high-performance vehicles makes David Haraldsen the perfect fit for the position of Jetset's Executive Automotive Editor. For almost two decades, David has been traveling the world discovering and test driving the latest supercars and high-end automobiles. With a garage that would make even the most diehard gearhead green with envy, David is also a preeminent car collector. When he's not jetsetting in pursuit of his next dream vehicle, David enjoys spending his free time with his son and visiting the local track and squeezing in a few hot laps. For editorial consideration please contact editor@jetsetmag(dot)com.

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