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Rolls-Royce Unveils New Brand Identity

Aug. 25, 2020 2:20 PM ET by Karl Furlong Luxury / 6 Comments It will begin rolling out next month, just in time for the new Ghost. Rolls-Royce has as much of a branding problem as Coca-Cola or Nike, which is to say, none at all. Is there anything else in the automotive world that conjures up a lavish, high-flying lifestyle better than the double 'R' badge and the Spirit of Ecstasy ornament sculpture? Hardly. But even the world's strongest brands must move with the times and revamp its look and feel from time to time, which is why the British automaker has announced a new brand identity. The timing seems apt as the marque gets ready to unveil the new Rolls-Royce Ghost next month, which is when the new brand identity will be rolled out, too. Rolls-Royce Rolls-Royce Rolls-Royce Rolls-Royce Rolls-Royce says that its new identity will reflect the brand's transition from a purely automotive manufacturer to House of Luxury. The edgier visual language is said to appeal to a younger demographic, appropriate since the average age of the brand's clientele has dropped to just 43. These are the people who find appeal in Black Badge, the brand's alter-ego. So, what are the changes that can be expected? Well, the Spirit of Ecstasy is going nowhere, and thank goodness for that. Introduced on Rolls-Royce cars in 1911, the figurine will be given even more prominence as a virtual illustration that can further bolster the brand's visual presence. Rolls-Royce Rolls-Royce Rolls-Royce Rolls-Royce The use of purple colors was chosen as it embodies rarity in nature, royalty, wealth, and power. It will be complemented by a metallic Rose Gold shade for brand materials in print form. Expect to see these colors on both physical brand materials and on the slick screens in the cabins of cars like the Ghost and Phantom. Of course, one can't talk Rolls-Royce branding without mentioning the double 'R' Badge of Honor. While some non-premium brands like Nissan have more scope to change up their primary logo, Rolls-Royce recognizes that some aspects of its identity are best left unchanged, so this includes the badge. Added to this is the selection of a new typeface called Riviera Nights, which is from the same family as the previous font. Rolls-Royce Rolls-Royce Rolls-Royce Rolls-Royce Inspired by the famous words "Take the Best that Exists and Make it Better," spoken by Rolls-Royce co-founder Sir Henry Royce, the new visual identity is the next chapter for one of the most iconic brands in the world. "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," said Chief Executive, Torsten Müller-Ötvös, in describing the journey of modernizing the brand identity of Rolls-Royce. Rolls-Royce Rolls-Royce Rolls-Royce Rolls-Royce Rolls-Royce

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Rolls-Royce Ghost Karl Furlong Senior Editor Sweaty-palmed hot laps are fun, but Karl is a gearhead cut from a different cloth - or is that finely stitched Nappa leather? An E23 BMW 7 Series was the first car he fell madly in love with three decades ago, and this affection for Autobahn-conquering luxury sedans has persisted. Following studies in copywriting and journalism, along with stints in TV scriptwriting and marketing that had far too little to do with cars, Karl kept the fire burning by writing for automotive websites on the side, including a Florida-based auto repair shop and another for Porsche enthusiasts. It all came together when he joined CarBuzz in 2019. He has penned some of the latest news, reviews, and features ever since. Contact Karl @FuelAffection LoginSign Up Home News Features Car Reviews Car Advice 2021 CarBuzz Awards New Cars Used Cars Future Cars Compare Cars Sell My Car Car Dealerships Buy Here Pay Here Used Car Reviews Popular Tags Cars # Video # TOP # Spy Shots # Reveal # Rumor # Auto Show # Supercar # Tuning # Car Culture # Industry News # Motorsport Acura Alfa Romeo Aston Martin Audi Bentley BMW Bollinger Bugatti Buick Cadillac Caterham Chevrolet Chrysler Dodge Ferrari Fiat Fisker Ford Genesis GMC Hennessey Honda Hyundai Infiniti Jaguar Jeep Karma Kia Koenigsegg Lamborghini Land Rover Lexus Lincoln Lordstown Lotus Lucid Motors Maserati Mazda McLaren Mercedes-Benz Mini Mitsubishi Nissan Pagani Polestar Porsche Ram Rimac Rivian Rolls-Royce Spyker Subaru Tesla Toyota Volkswagen Volvo By Make Acura Alfa Romeo Aston Martin Audi Bentley BMW Bollinger Bugatti Buick Cadillac Caterham Chevrolet Chrysler Dodge Ferrari Fiat Fisker Ford Genesis GMC Hennessey Honda Hyundai Infiniti Jaguar Jeep Karma Kia Koenigsegg Lamborghini Land Rover Lexus Lincoln Lordstown Lotus Lucid Motors Maserati Mazda McLaren Mercedes-Benz Mini Mitsubishi Nissan Pagani Polestar Porsche Ram Rimac Rivian Rolls-Royce Spyker Subaru Tesla Toyota Volkswagen Volvo By Car Type SUVs Crossovers Sedans Coupes Trucks Sports Cars Wagons Vans Hatchbacks Convertibles Small Cars Luxury Cars Electric Cars Hybrid Cars Future Cars By Price Up to $15K $15K - $25K $25K - $35K $35K - $45K $45K - $55K $55K - $75K $75K - $100K $100K - $200K $200K - $300K Above $300K Back To Top