Daily Archives: 06/10/2020

Rolls-Royce new identity

Rolls-Royce branding

In a branding update led by Marina Willer and her team at Pentagram, Rolls-Royce’s RR monogram remains unchanged. However, it has been demoted in the new visual identity as the brand’s Spirit of Ecstasy motif becomes the main logo of the Motor Cars division.

While much of the 3D detail has been reduced in order to make the logo digital-friendly, the shapely figure still retains some semblance of depth, marking a refreshing change from the approach taken by many other car brands lately.

Rolls-Royce logo
Rolls-Royce monogram
Rolls-Royce Spirit of Ecstasy
Rolls-Royce logo

This approach has filtered down into the new wordmark, which now features angled detailing across the L and E to quietly communicate a sense of movement. The adjustments to the wordmark are based on a historic iteration, and while subtle, now looks less John Lewis and more Liberty.

The new look also comes with a linear, abstract visualisation of the Spirit of Ecstasy motif that once again maintains a sense of body and depth and contrasts the bulk of recent car rebrands, such as BMW’s new flat logo design.

pentagram.com