Rolls Royce also succumbs to the “flat design” fashion for its brand identity. Even the Spirit of Ecstasy is entitled to it, in addition to the logo.
Rolls Royce wants to modernize its image and support the rejuvenation of its customers. With this in mind, the brand dares to upset the established codes. The double R is kept for the logo, but only that remains. Gone are the two names and the metal plate entourage. The double R must be sufficient on its own. The typography is preserved (phew!).
For the Spirit of Ecstasy, it is stylized and also passes to a flat, monochrome design. We recognize it perfectly and this passage in 2D allows it to be printed or engraved on objects. Rolls Royce presents for example a leather luggage with this embossed emblem.
The manufacturer is also showing off its new identity through a font officially inspired by the Art-Deco movement. For those interested in typefaces, Rolls Royce has used "Gil Sans Alt" until now, and switched to "Riviera Nights", one of its derivatives. The new identity is accompanied by variations for digital interfaces, printing, etc. Even the names of the vehicles in the official communication are entitled to their modernized font and color such as the complementary “Purple Spirit” or “Rose Gold”.
The new identity was designed by the Pentagram design studio and Marina Willer, one of the agency’s 19 partners.
Our opinion, by leblogauto.com
Touching a brand like Rolls Royce is not easy. The easiest way would be not to touch anything. But, as Rolls Royce points out, you need to dust off your image, especially on digital media. For once, the transformation of the Spirit of Ecstasy into a version suggested by the "veil of lines" (The Spirit of Ecstasy Expression) is successful.
The logo on the cars, and the Spirit of Ecstasy will not be changed at this time. At least something that doesn't change. For the rest, it's a bit like a “perfume house”, doesn't it? This is undoubtedly the goal sought to continue to win over a younger, international clientele that does not necessarily tie in with the history of the brand founded in 1904 by Charles Rolls and Henry Royce.