In conjunction with the rebrand of Rolls-Royce Motor Cars, Pentagram created the new brand identity for the Rolls-Royce Art Programme which is now named Muse (after Rolls-Royce’s iconic Spirit of Ecstasy).
As perceptions of luxury are shifting towards more meaningful experiences, the five-year-old Programme aims to broaden the Rolls-Royce audiences, expanding the portfolio of experiences beyond the automotive world, through the celebration of contemporary art and commitment to excellence in creativity and craft.
The Programme is built on two pillars: The Dream Commission which focuses on moving image creations exploring alternate sensory universes and the sublime, and The Spirit of Ecstasy Challenge which invites creative virtuosos to reimagine the Spirit of Ecstasy, using their craftsmanship and various media.
Based on the contours and projection of the Spirit of Ecstasy, the Muse symbol reflects the imaginative qualities of the brand and its initiatives. The symbol’s ethereal quality captures the brand’s aspirational spirit. The visual language is connected with the newly designed Rolls-Royce Motor Cars identity which also includes a linear pattern of the Spirit of Ecstasy.
The Muse identity is led with black and bronze colour, which reference the dark ambience of moving image, providing contrast to the warm colour palette which radiates like sunlight.
A few months prior to the launch of the Rolls-Royce Motor Cars brand, the Muse identity and the brand film were revealed in a gala event at the Serpentine Gallery, all of which were designed by Pentagram.