The renowned British luxury car brand Rolls-Royce has joined the growing ranks of automotive giants that have recently changed their visual identity. The new design is the work of Marina Willer and her team at the British agency Pentagram. Designers from this firm have previously collaborated with, among others, Eurosport, Mastercard and DC Entertainment.
Through this rebranding, the elite car brand hoped to win the hearts of younger audiences. Data shows that the average age of the company's customers has dropped to 46, and the Whispers platform, dedicated to drivers of their vehicles, is growing increasingly popular.  

Spirit of Ecstasy

Designed by Charles Robinson Sykes, the emblem depicting a leaning woman with arms outstretched above her head has become a symbol of luxury and good taste. Its new interpretation simplifies the well-known Spirit of Ecstasy concept and changes the direction in which the woman is looking. As a result, the Rolls-Royce mascot gains a modern, minimalist touch.

The RR Monogram

The Monogram RR has remained unchanged. However, Marina Willer decided to swap the key colour for royal purple. It underscores the brand's elite character.

Typography

The primary font has been changed from Gill Sans to Riviera Nights. Moreover, the brand name, along with its kerning, is written in small capitals, and the tagline motor cars itself has been significantly reduced relative to the rest. The Pentagram agency emphasises that the change was intended to highlight the brand's high standing. One can also infer that Rolls-Royce intends to extend its identity awareness across the various accessories it produces alongside its cars.
If you liked Rolls-Royce's new identity, be sure to take a look at the Pentagram agency's website, where you will find plenty of interesting photos and information about the project.