Rolls Royce revamps its brand identity with a new logo and signature colour

Luxury carmaker Rolls-Royce has come up with a brand new identity, comprising a redesign of its iconic logo. As part of an evolution from an automaker to the ‘House of Luxury,’ the company promotes its Spirit of Ecstasy, while the 'RR' sign takes a back seat.

The new design and image are meant to attract the younger demographics as the average age of Rolls Royce owners is now just 43. The automaker now preferred a new signature colour called ‘Purple Spirit’ teamed up with a metallic shade of rose gold.

The re-branding team believes these two hues communicate a sense of royalty and longevity, respectively. Talking about their most recent changes, marque’s co-founder, Sir Henry Royce said, “Take the Best that Exists and Make it Better”. Following the words of its forefather, Rolls Royce has put forth some evolutionary changes from being the creator of the ‘Best Car in the World’ to the world’s leading “House of Luxury”.

Currently, the company is an example of one of the finest hand-craftsmanship brands on the planet. The brand is known to provide the finest materials that are honed with masterful skills, the results of which are icons like the Spirit of Ecstasy, making Rolls-Royce a synonym for luxury.

Talking of the Spirit of Ecstasy, the badge has a greater role to play in the new branding plan. A scaled-down and more subtle version of the iconic figure will make its way on the company's recent offerings. The drawing will always face towards the right because this will apparently have her looking to the future.

Talking of their adaption to give way to a more casual approach of the design, 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.”

The new Rolls-Royce branding will roll out in September.

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