“Take the best there is and make it better”. Words that Sir Henry Royce was famous for and witnessed the brand’s continuous evolution from the inventor of the “World’s Best Car” to the world’s leading luxury home. Today, the company’s products are greatly appreciated and respected as exemplary examples of distinguished craftsmanship, as they are made from the finest types of materials woven with ingenious craftsmanship, so the brand and the shiny spirit of happiness have become an icon of the best and most accurate examples of luxury and sophistication.
In recent years Rolls-Royce has seen change at a faster rate than ever before in its ancient past, with Rolls-Royce’s portfolio expanding to include five models, each with a distinct character, and nearly every vehicle built at the Global Center of Excellence for the Luxury Industry in Goodwood, West Sussex. , Custom designed by the Bespoke team to meet clients’ varied lifestyles requirements. As for the Black Badge cars, they were designed to meet the needs of a different group of these customers, and responded to their desire for a Rolls-Royce that was more aggressive, assertive and dominant. Consequently, it was quite natural for the brand to witness a significant decline in the age group and demographic of customers, to an average of only 43 years.
So, how can a brand present itself through its visual language and remain true to its heritage while talking about its bright and contemporary future?
“With the increase in Rolls-Royce’s digital presence, the company’s visual language has become more important than ever to reflecting our position as a luxury brand and the world’s leading luxury brand more than ever,” says Torsten Muller-Utvoch, Chief Executive Officer of Rolls-Royce Motor Cars. To update our brand identity to reflect those changes that have been seen in our models, in our customer segment and lifestyle, as well as in the world of luxury that surrounds them. “
With that in mind, Rolls-Royce has appointed Marina Wheeler, partner at Pentagram, a multidisciplinary design studio, to develop a new brand identity that can go beyond the concept and mechanisms of the ‘World’s Best Car’ to epitomize the brand’s presence and position as a true home of the luxury industry. The new identity has met with great demand among a new segment of customers and all that they represent digitally and physically.
That is why, Pentagram embarked on a deep exploration of Rolls-Royce Motor Cars, including its new and old products as well as its design philosophy, recognition of designers, key elements of the brand, and the unique relationship that Rolls-Royce maintains with its customers. The Pentagram team spent time at the factory to understand the essence of the role of the Bespoke Team and how that was key to establishing contemporary Rolls-Royce.
Marina Wheeler commented: “What became apparent to us and only soon after was the evolution of Rolls-Royce from being a car manufacturer to a pioneering luxury house. It was imperative for us to make sure that the new brand identity reflected this. Evolution… We needed to present Rolls-Royce in an advanced way, and we kept in mind the need to speak to new audiences while maintaining the approach of the company’s loyal customers. ”
Anthropomorphic spirit of happiness
The anthropomorphic spirit of happiness or Spirit of Ecstasy An instantly recognizable modern symbol of British luxury, it remains one of the most famous in the world since he adorned the front of Rolls-Royce cars in 1911, embodying the meanings of beauty, luxury, elegance and perfection.
Today, the spirit of happiness is becoming increasingly important in brand identity. While the model itself will not change in its design on Rolls-Royce cars, a more clear and modern design has been developed in two-dimensional form for digital use, and the direction of the Spirit of Ecstasy has been changed from left to right as a sign to look at the future boldly, which reflects the spirit of the brand itself. .
Marina Wheeler added, “The use of the Spirit of Ecstasy represents a shift in the brand’s resonance, that is, from a car maker to a lifestyle maker. The use of the Spirit of Ecstasy can be interpreted as a source of inspiration for the brand as for the cars themselves.”
When choosing a color palette for the new identity, Pentagram initially turned the design team’s attention to the company’s products, which are rich in synthetics, brown wood colors and technical fibers with graphitic hues that complement the colorful range of Rolls-Royce leather. It is worth noting, although it is true that the brown pallets give an old impression and confine identity to the past. Hence, the journey began in search of a more expressive and luxurious color palette capable of attracting both male and female clients with a vision of the future.
Distinctive shades of purple that have long denoted wealth and power have been adopted, and the so-called color will pave the way Purple Spirit The road to the future of luxury as it became the hallmark color of Rolls-Royce. A metallic rose gold color is also chosen to complement this gorgeous purple. This sleek, modern color will be dedicated to long-term items and the brand’s prints. A larger palette of expressive colors has also been specified for use in conjunction with these basic undertones of color.
Commenting on the color choice, Sammy Coltas, Color Designer with the Bespoke Team at Rolls-Royce Motor Cars, said: Purple Spirit With a deep, strong tone. It is a modern color that reflects the meanings of modernity and evokes the concept and connotations of the dark and enchanting night, as it has an energy that evokes feelings with ideas of strength and ambition. This will be complemented by a rose gold color that will add more elegance to the brand’s prints. ”
The badge of honor represented by the letter ‘RThe double is an eternal expression of true luxury. The emblem, which identifies the founders ‘Rolls’ and ‘Royce’, is also known for being a symbol of engineering excellence and human ingenuity. Therefore, it is not surprising that this famous sign remains unchanged. The Badge of Honor will continue to shine brightly on all the precious Rolls-Royce creations born at the Home of Rolls-Royce in Goodwood, West Sussex.