Rolls-Royce Motor Cars PressClub · Article.
ROLLS-ROYCE ANNOUNCES NEW BRAND IDENTITY
25.08.2020 Press Release
"Take the Best that Exists and Make it Better". Since these words were spoken by the marque's co-founder, Sir Henry Royce, Rolls-Royce has experienced evolutionary change, from the creator of the ‘Best Car in the World’, to the world’s leading House of Luxury.
Press Contact.
Malika Abdullaeva
Rolls-Royce Motor Cars
Tel: +447815244874
send an e-mail
Author.
Emma Rickett
Rolls-Royce Motor Cars
This article in other PressClubs
- Rolls-Royce announces new brand identity further modernising the marque
- New identity continues Rolls-Royce's journey from automotive manufacturer to House of Luxury
- New visual language will resonate with younger demographic of clients
- Leading design agency Pentagram appointed to envision new Rolls-Royce identity, to be rolled out from September
"Take the Best that Exists and Make it
Better". Since these words were spoken by the marque's
co-founder, Sir Henry Royce, Rolls-Royce has experienced evolutionary
change, from the creator of the ‘Best Car in the World’, to the
world’s leading House of Luxury. The company’s products are today
revered as exemplary examples of hand-craftsmanship, born from the
finest materials and honed with masterful skill, while the brand and
its illustrious figurine, the Spirit of Ecstasy, have become icons for
the very best and truest examples of their kind. Indeed, Rolls-Royce,
is, a synonym for 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.
How then, does a brand present itself via its visual language
and remain true to its heritage while speaking to its bright and
contemporary future?
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."
Rolls-Royce appointed Marina Willer, partner at Pentagram – a
multi-disciplinary design studio which is revered within its field –
to create a new brand identity that could move beyond the mechanics of
being the ‘Best Car in the World’, to encapsulate the brand’s presence
and standing as a true House of Luxury. The identity was designed to
appeal to the new demographic of clients and all that they represent
both digitally, and physically.
Pentagram embarked upon a deep exploration of Rolls-Royce,
including its products – both new and old, its design ethos, its
designers, items that are sacrosanct to the marque, and, the unique
relationship the marque maintains with its clients. They spent time in
the manufactory, understanding the very essence of Bespoke and how
this was key to the establishment of contemporary Rolls-Royce.
Marina Willer, commented, “What soon became apparent is that
Rolls-Royce has evolved from being regarded as an automotive
manufacturer into a leading light in the world of luxury. It was
essential for us to ensure that the brand's new identity reflected
this shift. We needed to present Rolls-Royce in a forward-facing,
fresh and relevant way - speaking to new audiences while respecting
the company’s loyal clients."
Willer was able to approach the re-design from a completely
fresh perspective. "I do not come from an automotive background.
This vantage point provided me with the opportunity to observe
Rolls-Royce as a manufacturer of luxury products. My ambition was to
celebrate the luxuriousness of the brand while providing it with the
means to visually communicate with Rolls-Royce’s younger, increasingly
diversified audiences.”, she commented.
The Spirit of Ecstasy
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.
Marina Willer, commented, "The use of the Spirit of Ecstasy
marks a shift in the resonance of the brand – from an automotive to a
lifestyle context. She commands an aspirational quality in the luxury
sphere and by placing her at the centre of the visual language. The
Spirit of Ecstasy can now be interpreted as the muse for the marque,
in addition to the motor cars themselves."
Colours
When choosing a colour palette for the
new identity, Pentagram’s design team initially turned its attention
to the company’s products. Rich in textural materiality, wooden brown
hues and graphite coloured technical fibres complemented a colourful
array of Rolls-Royce leathers. Although true to their artisanal
origins, brown and slate palettes confined the identity to the past.
The desire was to seek a more expressive, luxurious colour palette,
one appealing to both male and female clients, one with a future vision.
Pentagram was drawn to purple hues, specifically those with a
deep and majestic tone. Historically rare in nature and with roots in
mythology, art, piety and royalty, purple has always signified wealth
and power. In a nod to the Spirit of Ecstasy, a colour named Purple
Spirit will pave the way for the future of luxury by becoming
Rolls-Royce's signature colour.
A metallic Rose Gold is chosen to complement this colour. This
elegant and modern hue will be reserved for items of longevity and
used only in printed form. A wider palette of expressive colours has
been determined to be used alongside these primary tones.
Sami Coultas, Bespoke Colour and Trim designer, Rolls-Royce,
commented, “Purple Spirit has a deep and powerful tone. It is a colour
of modernity that evokes connotations of the dark and majestic night.
It has an energy that conjures emotion with thoughts of strength and
ambition – a tone well suited to inspiring greatness. This will be
complemented by a foiled Rose Gold which will add elegance and grace
to the marque’s printed materials.”
The Noir imagery which surrounds Rolls-Royce’s Black Badge range
is now punctuated by bursts of colour, reflecting each model’s launch
specification, illustrating the bold nature of its signature alter ego.
Badge of Honour / Wordmark / Monogram
The double
'R' Badge of Honour is a timeless expression of true luxury. The
badge, representing Rolls and Royce, the marque’s founding fathers, is
known world-wide as a symbol of engineering excellence and the very
best of human endeavour. It is no surprise therefore, that this famed
signifier remains unchanged. The Badge of Honour will reside on the
marque's products alone – reserved solely for the precious creations
born at the Home of Rolls-Royce in Goodwood, West Sussex.
The Monogram also retains its original form but replaces the
Badge of Honour on collateral, while the Wordmark 'Rolls-Royce Motor
Cars', as found presiding above the door of the marque's
establishments, was found to be corporate and unrepresentative of the
marque's standing as a House of Luxury.
Pentagram uncovered typography in the marque's archives from the
1930's and used an art-deco style as the basis from which to envisage
a new Wordmark – one suitable for the modern-day Rolls-Royce. The
words 'Motor Cars' have reduced in size, with the emphasis reverting
to Rolls-Royce, in recognition of the marque's significantly wider
influence outside of the automotive industry. The Wordmark has become
more refined in its appearance, depicting the quiet, whispering power
of contemporary Rolls-Royce. Special significance has been paid to the
letter 'R', to provide additional stability and prominence to this
important character in the Rolls-Royce script.
Typeface
Pentagram’s design team explored
multiple typefaces in search of a font that depicts luxury, without
being overtly decorative. They believed the font must also demonstrate
the connection with the marque's rich history. The chosen typeface,
Riviera Nights, stems from the same family as Gil Sans Alt, the
marque's previous font, but with additionally crafted and bevelled letters.
The Spirit of Ecstasy Expression
A wholly new
visual treatment of the Spirit of Ecstasy has been created, called The
Spirit of Ecstasy Expression. With an aethereal yet tech-like feeling,
The Expression adds a cutting-edge aura to the new visual identity.
Contemporary in appearance, The Expression speaks of the marque's
modern lifestyle presence.
Akin to a silken fabric, The Expression adopts a fluid form and
is versatile in nature. An innovative digital tool that uses coding
has been developed by Pentagram to enable The Expression to be used on
any surface, from projection to embroidery, printing to engraving. It
can be found in both physical form at the marque's global
establishments and in digital form – connecting the elements of the
marque's portfolio. The Expression will become a distinctive and
recognisable element of the marque's visual language, a key signifier
of a House of Luxury.
MUSE
– The Rolls-Royce Art Programme
Marina Willer’s
previous appointment for Rolls-Royce was to design an identity for the
new vision of the Rolls-Royce Art Programme. Re-launched in 2019,
Muse consists of two new biennial initiatives, the Dream
Commission and the Spirit of Ecstasy Challenge. Willer
and team designed a distinct identity which captures the programme’s
commitment to moving image art while linking it to the marque via an
adaptation of The Expression.