Rolls-Royce joins an ever-growing group of brands tackling the 1920s for a ‘new brand identity’. The British are therefore also reviewing the logos and their use.
It is becoming a real trend for car brands to examine their logos. Under the guise of ‘a new brand identity’, which is primarily a nice marketing story, it is generally all more focused on the digital world. For example, we saw a new ‘2D’ logo appear at Volkswagen, BMW and Nissan. Rolls-Royce is now following that trend. The double R is now also ‘flatter’ and is no longer invariably framed and accompanied by the brand name. That logo will keep its well-known place on the cars, although the ‘Spirit of Ecstacy’ will now play a more prominent role.
The Rolls-Royce logo with the Spirit of Ecstacy behind it.
The well-known image, which can always be found on the nose of a Rolls, will become the ‘digital logo’ of Rolls-Royce and will be seen more on the brand’s products. A new variant was specially drawn, which is also ‘more 2D’ than before. On Rolls-Royce’s social channels, the brand now uses that Spirit of Ecstacy as its main logo. In addition, in future cars of the brand, the RR logo will be displayed on the screens, followed by a visualization that represents the Spirit of Ecstacy in abstract form. ‘Important’ detail: from now on the Spirit of Ecstacy always looks to the right, to indicate that the brand ‘looks to the future’.