From the Spirit of Ecstasy emblem to the typeface, the iconic automaker will be rebranding to better fit the digital age.
“It's the little things that make perfection, but perfection is not the little things,” Sir Henry Royce, co-founder of Rolls-Royce, said early in the last century. This expression perfectly describes the changes that are now taking place in the company. Only individual elements change, but in general, the brand, as it has always been, strives for perfection, including in details.
At the same time, the ongoing changes are much deeper than it might seem at first glance. The company, whose cars have historically been associated with the elderly, aims to win the hearts of young consumers. Over the past 8 years, the average age of Rolls-Royce buyers has shifted from 50 to 43. And the ongoing rebranding, which focuses on versatility and dynamism, is designed to emphasize this “rejuvenation”.
“As the brand's digital footprint grows, it's more important than ever that the company's visual language reflects our reputation as the world's leading luxury brand,” said Torsten Müller-Oves, CEO of Rolls-Royce Moto. Rolls-Royce is now "on an exciting journey," he said, redesigning the brand to reflect the changes it is undergoing.
And although at first glance some of the changes may seem minor, they were based on considerable effort. As Melanie Asker, General Manager of Accounts, stated, “At Rolls-Royce, nothing is taken lightly, it was a huge project that we spent hundreds of hours on.”
Almost all the elements that define the style of the company have become faster and lighter. So, it was decided to abandon the traditional Gill Sans font, which no longer looks modern enough. Other elements that define the style of the company have been redesigned in the same spirit. Only the famous and so well-recognized monogram of two “Rs” remained unchanged, which they decided not to touch “because of its incredible heritage.”
The rebranding was carried out with the participation of Pentagram, a well-known independent design firm with offices in London, Berlin, New York, San Francisco and Austin. Officially, all changes will be presented on September 1st. They will most likely go into action already in 2021, when the new Rolls-Royce Ghost will be introduced.
