New Logo

Rolls-Royce shows off new logo, complete brand identity makeover

The luxury company has reimagined its logo, color scheme, and typography for the future.

Photo courtesy of Rolls-Royce Motor Cars

Rolls-Royce has been through many iterations in its storied history. One-half of the founding duo, Charles Rolls, was a pioneer, pushing the limits of extreme transportation solutions at the turn of the 20th Century. After his untimely demise, it was his business partner Henry Royce that continued to push the automaker forward with designs that revolutionized the way the world's well-to-do traveled.

Now, Rolls-Royce is on the cusp of a new design era - one that brings cutting edge technology and design to models perhaps too frequently viewed as for stodgy men of means. The company will launch the new Rolls-Royce Ghost in the coming days.

Rolls-Royce Ghost Rolls-Royce will launch a new generation of the Ghost in September.Photo courtesy of Rolls-Royce Motor Cars

Ahead of that unveiling, Rolls-Royce is shedding its old brand identity for an updated version meant to attract younger buyers. For years now, Black Badge models have attracted owners far under 50 years old - the age of the marque's clients has decreased significantly to an average of just 43.

The new visual language is designed to appeal to those younger buyers while keeping sophistication in focus while exuding the contemporary design language Rolls-Royce is evolving to include.

"As the marque's digital presence increases, 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 Torsten Müller-Ötvös, Chief Executive, Rolls-Royce. "We have embarked on a fascinating journey of modernizing our brand identity to echo those changes seen in our portfolio, our client demographic, their lifestyle and the luxury world that surrounds them."

Rolls-Royce Typography Fresh Rolls-Royce typography has its roots in a font used by the company in the 1930s.Photo courtesy of Rolls-Royce Motor Cars

Rolls-Royce's parent company, BMW, recently showed off its new brand identity to mixed reaction.

Marina Willer, partner at Pentagram, was tasked with heading up efforts to craft the new identity. "What soon became apparent is that Rolls-Royce has evolved from being regarded as an automotive manufacturer into a leading light in the world of luxury," said Willer, "It was essential for us to ensure that the brand's new identity reflected this shift. We needed to present Rolls-Royce in a forward-facing, fresh and relevant way - speaking to new audiences while respecting the company's loyal clients."

The new identity took a focused look on many of the hallmark elements that are associated with the marque.

The Spirit of Ecstasy

Photo courtesy of Rolls-Royce Motor Cars

The Spirit of Ecstasy sits at the front of every Rolls-Royce. She is an instantly recognizable aspect of the brand with history dating back to 1911. The glamorous icon will still grace the hood of models, unchanged. However, how the Spirit is depicted in print and digital is changing.

The original figurine was drawn and sculpted by British artist Charles Sykes. Chris Mitchell, an illustrator of brand and identity icons, was hired by Pentagram to create a distilled form of the Spirit. When depicted in two-dimensional form, Mitchell changed the Spirit's direction from left to right to signify the brand boldly facing the future.


Black and platinum are traditional Rolls-Royce colors. A new modern era at the company required a fresh color palette. Initially, Pentagram's design team turned its attention to the company's product line, drawing inspiration from the rich textures, wooden brown hues, leathers, and graphite technical fibers.

This move wasn't far enough for the company who pushed Pentagram to move beyond the confines of tradition, seeking a more expressive palette that appealed to men and women equally.

Photo courtesy of Rolls-Royce Motor Cars

Purple tones are rare in nature. The color has its roots in mythology, art, piety and royalty, having been viewed as a color of power and wealth for centuries. Pentagram chose to name the purple hue chosen as the company's new signature color Purple Spirit, giving a nod to the Spirit of Ecstasy and Rolls-Royce history.

Rose Gold was chosen to compliment this color. The hue will be reserved for items of longevity and used only in printed form. Additional complementary colors have been chosen for digital expression.

"Purple Spirit has a deep and powerful tone. It is a color of modernity that evokes connotations of the dark and majestic night," said Sami Coultas, Bespoke Color and Trim designer, Rolls-Royce. "It has an energy that conjures emotion with thoughts of strength and ambition – a tone well suited to inspiring greatness. This will be complemented by a foiled Rose Gold which will add elegance and grace to the marque's printed materials."

Badge of Honor/Wordmark/ Monogram

Photo courtesy of Rolls-Royce Motor Cars

Rolls-Royce will continue to use the double "R" Badge of Honor on the marque's products – reserved solely for the creations born at the Home of Rolls-Royce in Goodwood, West Sussex. The monogram retains its original form but replaces the Badge of Honor on collateral. The Wordmark 'Rolls-Royce Motor Cars', as found presiding above the door of the marque's establishments, was found to be corporate and unrepresentative of the marque's standing as a House of Luxury.

During its work for Rolls-Royce, Pentagram uncovered typography in the marque's archives from the 1930's that featured an art-deco style that served as the basis for the new Wordmark.

According to a release, "The words 'Motor Cars' have reduced in size, with the emphasis reverting to Rolls-Royce, in recognition of the marque's significantly wider influence outside of the automotive industry. The Wordmark has become more refined in its appearance, depicting the quiet, whispering power of contemporary Rolls-Royce. Special significance has been paid to the letter 'R', to provide additional stability and prominence to this important character in the Rolls-Royce script."

Photo courtesy of Rolls-Royce Motor Cars


The font chosen to represent the brand is Riviera Nights. It comes from the same family as Gil Sans Alt, the marque's previous font, but with additionally crafted and bevelled letters. That typeface carries over to Black Badge badging as well.

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Ford is making a splash in the mountains of Moab with new concept vehicles.

Photo courtesy of Ford Motor Company

It's traditionally a Jeep-centric event. After all, it's call Easter Jeep Safari. But, other off-roading vehicles are welcome, which is how the Jeep Wrangler's biggest competitor ended up with four custom builds in Moab, Utah this week. The Bronco vehicles all feature new accessories that will soon be available from Ford's three new aftermarket accessories partners.

Custom Bronco by Ford Motor Company

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This custom Bronco Outer Banks is of the four-door variety and equipped with a Strategy Package. Ford says that the model "mixes high-tech luxury features with rugged off-road Ford-licensed accessories". It features JAC Products rock rails, fender flares by Air Design and Trail Armor rocker panel covers by Lund, with a 40-inch curved LED lightbar by Rigid on top and a retractable full-roof soft-top by Bestop. A matte black hood wrap and Covercraft windshield sunscreen are added to reduce glare.

The cabin of the Bronco is accessorized as well. It has secure stowage add-ons including a DC Safety rear cargo organizer plus roadside assistance and first-aid kit, a Tufty MOLLE straps and security drawer below, along with a Console Vault center console.

Custom Bronco by RTR Vehicles

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RTR built this specially equipped on a four-door Bronco Badlands adding custom RTR rock sliders and rear bumper, RTR 3D-printed grille with simulated accent lights, and 35-inch Nitto Ridge Grappler tires mounted to RTR Tech-6 wheels. A roof-mounted Project X lightbar, custom RTR graphics, and 12-volt Type S Blizzard Box refrigerator/freezer in back complete the package.

Custom Bronco by 4 Wheel Parts

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This custom Bronco Black Diamond four-door SUV features a mix of 4 Wheel Parts factory brand parts including a modular front bumper, skid plate and winch platform, heavy-duty suspension components, custom roof rack and light mounts, plus a Smittybilt overhead tent and camping gear, awning and refrigerator/air system. It rides on 37-inch BFGoodrich mud-terrain tires mounted to 17-inch Method alloy wheels.

Custom Bronco by ARB 4x4 Accessories

Photo courtesy of Ford Motor Company

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This custom Bronco sports high-performance off-road parts designed by ARB specifically for Bronco two- and four-door models. It's built on the Bronco Badlands model and enhanced airbag-compliant front and rear bumpers, heavy duty rock sliders and differential cover, plus essential off-road accessories like an ARB twin compressor, jack, and Zero refrigerator/freezer.

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The 2022 Subaru Outback Wilderness is coming to a dealership near you.

Photo courtesy of Subaru of America Inc.

The first member of Subaru's new Wilderness family of vehicles has arrived. The 2022 Subaru Outback Wilderness broke cover this morning delivering more ground clearance, a freshly tuned drivetrain, and recalibrated safety features.

Buyers will be able to tell their Wilderness model apart from the other Outbacks on the lot by its hexagonal front grille, larger wheel arch cladding, front skid plate, unique hex-designed LED fog lights, and an anti-glare hood decal in matte-black finish. Window trim and exterior badges have a black finish and Subaru Wilderness badges are featured on the front fenders and rear gate.

The exterior is highlighted with high-contrast Anodized Copper accents. Up top is a fixed ladder-type roof rack system with a 700-pound load limit.

Subaru back end Wilderness is a new brand from Subaru.Photo courtesy of Subaru of America Inc.

Subaru back end

A new paint color, Geyser Blue, is available exclusively on the wagon. It's inspired by Subaru's rally heritage and the scenery found in the U.S. National Parks.

The 2022 Outback Wilderness offers 9.5 inches of ground clearance, a 0.8-inch upgrade over the 2021 Outback. Redesigned front and rear bumpers give the wagon better approach angles than its traditional Outback counterpart extending from 18.6 degrees to 20.0, with ramp breakover angle shifts up from 19.4 degrees to 21.2 degrees, and departure angle extends from 21.7 degrees to 23.6 degrees.

Its suspension has been tuned to improve stability over rough terrain while still delivering traditional Subaru comfort and handling on the open road. Front and rear shock absorbers have been lengthened to allow for more suspension travel.

2022 Subaru Outback Wilderness: Exterior

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The wagon's revised rear differential has a final drive ration of 4.44:1 and works with the car's continuously variable transmission (CVT) to deliver equivalent ratios at the front and rear wheels. The combination allows for more low-end torque at the wheels allowing the car to climb grades of up to 40 percent on a gravel surface.

A pressure sensor improves low speed control. Standard dual-function X-Mode includes Snow/Dirt and Deep Snow/Mud modes. Exclusive to the model, a new feature allows X-Mode to switch from low speed to managed speeds over 25 mph without the interruption of power or performance.

The car rides on exclusive 17-inch alloy wheels that feature a matte black finish and are wrapped in Yokohama Geolander all-terrain tires. The tires are embossed with raised white letters as a nod to the original Outback. A full-size spare tire is stored under the cargo area.

Each Outback Wilderness has Subaru's turbocharged 2.4-liter four-cylinder engine under the hood that produces 260 horsepower and 277 pound-feet of torque. There's an eight-speed manual mode shifter with steering wheel paddle shifters for convenience. The turbo gets an EPA-rated 22 mpg int he city and and 26 mpg on the highway. The car is rated to tow up to 3,500 pounds.

2022 Subaru Outback Wilderness: Interior

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The Outback Wilderness also offers features from other Outback grades including a front view camera, LED rear gate light, and a hands-free power liftgate.

Like the Outback Onyx Edition, the interior of the Outback Wilderness features Subaru StarTex water-replant upholstery that's designed to be easy to clean and wear hard. Anodized Copper-finish accents make their way into the cabin as well. Touch points usually finished in chrome have been switched over to Gunmetal Gray in the new model.

Under the driver's feet are brushed aluminum pedals and all-weather floor mats with the Subaru Wilderness logo. In the cargo area, the rear seatback is wrapped in a waterproof material, and a waterproof rear cargo tray protects the load floor.

Each model comes standard with the largest infotainment touch screen available in a Subaru today. The 11.6-inch screen features Apple CarPlay and Android Auto integration, multimedia and climate control functionalities, the ability to control X-Mode settings, a rearview camera, satellite radio, and more. Navigation is available, along with a power moonroof and reverse automatic braking tech as part of an add-on package.

A variety of accessories have been added to the Subaru catalogue for the Outback Wilderness including aluminum or steel skid plates, a rear differential protector, and roof racks.

Pricing for the 2022 Outback Wilderness will be announced later this year.

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