Rolls-Royce the luxury automaker has now transitioned itself into a “house of luxury.” With the shift in identity, the company has reworked its branding to give out a new more modern message to its clientele. The business now wants to cater to a younger customer base as the average age of its buyers is now 43.
Under the rebranding of the Spirit of Ecstacy – the brand’s signature emblem will now have a new and even greater role to play in the company’s future plans. Instead of going for the classical look, a new version will be made of the female figure that will appear on the company’s newer vehicles. As with the older design, the drawing of the brand’s signature icon will always face towards the right as according to Rolls Royce it symbolizes looking towards the future.
The use of the Spirit of Ecstasy marks a shift in the resonance of the brand – from an automotive to a lifestyle context
She continues by stating that “She commands an aspirational quality in the luxury sphere and by placing her at the center of the visual language. The Spirit of Ecstasy can now be interpreted as the muse for the marque, in addition to the motor cars themselves."
In addition to the change in branding, the now “house of luxury” will be using a new signature color called “Purple Spirit” which will also be paired to a metallic shade of Rose Gold. Rolls Royce states that these two hues transmit a sense of royalty and longevity respectively - a reflection of the opulence in the vehicles that they produce.
The brand name itself has been changed, while the untrained eye may not spot the difference between the new and old the typeface has been changed to Riviera Nights. While similar in look to the old Gil Sans Alt font, the new typeface goes for a simpler yet sophisticated look. With the new font, the letters now have more beveled edges and provide greater emphasis to the letter “R” in the name.