The new brand language acknowledges Rolls Royce’s extraordinary heritage while effortlessly carrying its unique presence into the future.
Pentagram carefully reviewed each element of the existing brand, looking at its design ethos, its designers, items that are sacrosanct to the marque and the unique relationship the marque maintains with its clients.
The new, more subtle and refined Wordmark is based on an original art deco drawing of the Rolls-Royce Wordmark from the 1930s.
The Spirit of Ecstasy was carefully redrawn by the design team to work seamlessly across all offline and online platforms and at a wide range of different sizes.
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.
All the new brand elements are designed to work together to create a visual system which projects the Rolls-Royce brand in a quiet and yet powerful way.