It’s very rare that the world’s most recognisable brands update their visual persona or values. Rolls-Royce – has just released an update to its visual identity that is aligned to perfectly to its founder, Sir Henry Royce’s, famous words, “Take the Best that Exists and Make it Better“.
Such subtle visual changes will be difficult to spot, but the astute motoring enthusiast will spot them easily.
The Spirit of Ecstacy bonnet ornament sculpture has adorned every Rolls-Royce for over 100 years – dating back to the original sculptures by Charles Sykes of his model, Eleanor Velasco Thornton.
Even the typography of the brand has been enhanced for a modern and far younger buyer. According to Rolls-Royce the average age of their buyer is now just 43.
Torsten Müller-Ötvös, Chief Executive, Rolls-Royce remarked on the brand update, “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 confirmed that recent changes to the brand’s century-old heritage have already paid dividends. The introduction of Black Badge, the marque’s alter-ego, has met the needs of a subset of these younger clients, answering their call for an edgier, alternative Rolls-Royce, one that carries an assertive and dominant persona.
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.
The update to the brand is extremely thorough – with almost every aspect of Rolls-Royce’s human touch-points being enhanced.
The development of a stunning brand-film completes the overhaul. As you would in one of their magnificent vehicles – sit back and relax, and take this all in.
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