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 GhostRolls-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 TypographyFresh 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

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.

Rolls-Royce Color Expression

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

Rolls-Royce Typography

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."

Rolls-Royce Black Badge

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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The 2022 Acura TLX has the technology enabled.

Photo courtesy of Acura

Toyota and Lexus announced that the WarnerMedia RIDE app would be coming to their models earlier this year. Now, Honda and Acura will be offering the same.

On certain Wi-Fi enabled Honda and Acura vehicles, AT&T unlimited in-car Wi-Fi users will have access to the WarnerMedia RIDE app. The app allows users to connect multiple devices in their vehicles to browse, stream and share premium content from the WarnerMedia library while on the road.

Honda and Acura vehicle owners have been able to use their on-board modem as a hot spot for connecting up to seven devices since 2017. Models compatible for the new tech include the Acura RDX (2019-present), Acura TLX (2021), and Acura MDX (2022) across all trim levels. Honda vehicles with the tech include Accord (2018-present, Touring), Odyssey (2018-present; Touring, Elite), Insight (2019-present, Touring)., Passport (2019-present; Touring, Elite)., and Pilot (2019-present; Touring, Elite, Black Edition).

The WarnerMedia RIDE App allows passengers to access 1,000+ hours of live and on-demand entertainment. The app includes hit TV shows and movies from top brands such as Cartoon Network, CNN, HBO Max, TBS, TNT and TruTV, spanning animation, entertainment, news, sports and more.

WarnerMedia RIDE appThe WarnerMedia RIDE app allows users to choose their own avatar.Photo courtesy of Acura

Users can set up profiles and personalize their user exerpience with an avatar from the WarnerMedia library. Profiles also ensure age-appropriate content with options for adults to restrict access to their profiles with an access code.

"Wireless connectivity and connected car services continue to be key features for customers and our long-standing relationship with AT&T continues to be one way we deliver exciting new content to Honda and Acura owners," said Art St. Cyr, vice president of North American Auto Strategy for American Honda. "Honda will continue working to enhance the in-car experience, including the capabilities of the AT&T network and access to top content with WarnerMedia RIDE."

"We're always looking for new and innovative ways to elevate the connected car experience for our customers. With WarnerMedia RIDE, we are delivering a connected experience that's perfect for journeys," said Joe Mosele, vice president, Mobility & Internet of Things, AT&T. "Our collaboration is keeping Honda and Acura owners connected wherever they travel with hours of news and entertainment for the whole family."

WarnerMedia RIDE is available now in the App Store and on Google Play for all U.S. unlimited data plan subscribers. WarnerMedia RIDE is included at no additional cost for existing and new unlimited subscribers.

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Mercedes-Benz EQS production has begun at Factory 56.

Photo courtesy of Mercedes-Benz

The Mercedes-Benz factory in Sindelfingen, Germany is the home of the 2022 Mercedes-Benz EQS. Factory 56, a home within the larger manufacturing facility, is where the EQS is produced, in both regular- and long-wheelbase form.

The hub is a carbon-neutral facility that has several measures in place that help it achieve that status. For example, the photovoltaic systems on the roof of the hall cover yearly around 30 percent of the electricity demand. Additionally, the factory's assembly lines have been designed in such a way to allow for maximum flexibility where different models of different drive types can be put together on the same line.

Mercedes EQS production at Factory 56

Mercedes EQS production at Factory 56

Photo courtesy of Mercedes-Benz

The processes and equipment of Factory 56 have been specially adapted for the EQS. This is most apparent at the point in the production process called the "Fullflex Marriage". It is then that the vehicle body is connected to its drive system. It happens over the course of the car's visit to several stations. Because of this order of operations, different powertrain variants can be connected to the respective vehicle bodies on the same line. This, along with enhanced digitization, has allowed the efficiency of the line to be increased.

The MO360 digital ecosystem is the basis for production. In installing the system, Mercedes has committed to focusing on people and providing them the support they need via digitization. Factory 56 has more than 1,500 employees.

The first finished EQS models have begun rolling off the assembly line. Deliveries of the all-electric luxury sedan for U.S. customers will begin in the later part of 2021.

"The future of our global Mercedes-Benz production network begins with EQS production in Factory 56: this future is CO2-neutral, sustainable, fully digitalized, connected and highly flexible," said Jörg Burzer, Member of the Board of Management of Mercedes-Benz AG, responsible for Production and Supply Chain Management. "The start of production of the EQS is a highlight in our unprecedented electric vehicle initiative in the production area. In 2022, a total of eight Mercedes-EQ electric vehicles will be produced at seven locations on three continents."

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