Rolls-Royce tweaks logo, font, and color to reveal new identity

MANILA: Rolls-Royce has announced major changes to its official look — changing its color, marque font, and even redesigning the Spirit of Ecstasy herself, all to be more hip and cool with the younger market.

“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 modernizing our brand identity to echo those changes seen in our portfolio, our client demographic, their lifestyle and the luxury world that surrounds them," said Rolls-Royce Chief Executive Torsten Müller-Ötvös.

For starters, a new color palette was chosen for the brand. From the brown and slate palettes of the past, Rolls-Royce went with a more expressive, luxurious color palette that will appeal to both male and female clients: purple. Called Purple Spirit, the new signature color has a deep and majestic tone that always signified wealth and power. Complementing it is metallic Rose Gold, which the brand will only use in printed form.

“Purple Spirit has a deep and powerful tone. It is a color 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,” said Rolls-Royce Bespoke Color and Trim designer Sami Coultas.

To match the new color, the typeface has also been changed from Gil Sans Alt to Riviera Nights but with additionally crafted and beveled letters. The brand says it “depicts luxury, without being overtly decorative."

Nothing signifies big change quite like reshaping one of the most iconic logo, the Spirit of Ecstasy. While the figure on the hood of each motor car remains unchanged, her direction in two-dimensional form has changed from left to right.

Finally, the wordmark "Rolls-Royce Motor Cars" at dealerships around the world will be changed. The words "Motor Cars" have reduced in size, with the emphasis reverting to Rolls-Royce.

Photos from Rolls-Royce

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