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.

Colors

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

Typeface

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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Nuts & Bolts

 
 

The Rolls-Royce Dusk in Tokyo collection features unique accents.

Photo courtesy of Rolls-Royce Motor Cars

Nearly every aesthetic aspect of a Rolls-Royce can be customized. From traditional leather choices to intricate inlays, vapor blasted titanium, and million-stitch embroidery, the options for owners from the Bespoke side of the brand are nearly endless.

"The Bespoke Collective scaled new heights of greatness in 2020 – that they did so against the backdrop of numerous, unprecedented constraints and challenges makes their accomplishments even more impressive," said Torsten Müller-Ötvös, Chief Executive, Rolls-Royce Motor Cars. "Never before have we seen such levels of Bespoke detailing in each commission, demonstrating that Rolls-Royce clients around the world have sought solace in creativity – commissioning introspective items of luxury that will stand the test of time to become lasting and poignant legacies."

Here, AutomotiveMap takes a closer look at some of the most intricate designs that the luxury automaker crafted in 2020. Click here to see their hits list from 2019.

Dusk in Tokyo

Rolls-Royce Dusk in Tokyo interior

Photo courtesy of Rolls-Royce Motor Cars

The 'Dusk in Tokyo Collection' is comprised of a Phantom, Wraith, Dawn, and Cullinan that celebrate the life and culture of Japan's capital city. Each model features a z complex, multi-faceted white paint, eponymously named 'Dusk in Tokyo', that is reminiscent of high-rise glass and concrete buildings bathed in the warm light of early dusk. The paint contains aluminum and mica flakes that create subtle tones in low light.

The Black Leather interior, punctuated by Rose Gold Bespoke Audio grilles and on Phantom, the fascia's Rose Gold clock case, is meant as a contrast, just as the long shadows of the city's call buildings cast on the ground below them.

At the cars' face is the Spirit of Ecstasy, presented in Rose Gold for the first time in Japan, representing the setting of the sun.

The Steed Phantom Extended

Rolls-Royce Phantom Steed Extended

Photo courtesy of Rolls-Royce Motor Cars

This horse-themed Phantom features complex bespoke embroidery that embellishes the interior rear doors. The design was developed from a sketch presented to the Rolls-Royce Bespoke Design Collective, by a Chinese client with a very clear vision.

Neon Nights Color Trilogy

Rolls-Royce Neon Nights Trilogy

Photo courtesy of Rolls-Royce Motor Cars

The new Rolls-Royce Bespoke Collective collection featured a limited run of four of each color Dawn, Wraith, and Cullinan models. Each is colored with a hue inspired by the natural world. Read more about these models here.

Phantom 'Iridescent Opulence'

Rolls Royce Iridescent Opulemnce

Photo courtesy of Rolls-Royce Motor Cars

This Phantom includes artwork that originally debuted as a concept in 2017. It was created in partnership with a Swiss materials specialist with the result being a gallery that houses over 3,000 sustainably sourced iridescent tail feathers. These feathers have been hand-sewn in to the open pore fabric. A Mother of Pearl casing surrounds the clock at the heart of the Gallery while bespoke embroidery at the rear waterfall and silver inlays on the picnic tables complete the design.

Wraith 'Inspired by Earth'

Rolls-Royce Wraith Inspired by Earth

Photo courtesy of Rolls-Royce Motor Cars

The Earth gave the design team the inspiration for this solar system-themed Wraith. The one-of-a-kind model was showcased earlier this year here on AutomotiveMap.

Wraith Kryptos Collection

Rolls-Royce Wraith Kryptos Collection Photo courtesy of Rolls-Royce Motor Cars

The Wraith Kryptos Collection comes complete with its own cipher that is concealed in the cars' bespoke detailing. Just 50 models were commissioned as part of the series. AutomotiveMap took a closer look at the vehicles here earlier this year.

The Mahlangu Phantom

Rolls-Royce The Mahlangu Phantom

Photo courtesy of Rolls-Royce Motor Cars

A South African client commissioned the bespoke model to display a highly personal work of art from globally celebrated South African artist, Dr Esther Mahlangu. Dr Mahlangu, a national icon in Africa from the Ndebele region, was the first artist to create an artwork in this way and the motor car was named 'The Mahlangu Phantom' in her honor. Positioned front and centre in the Phantom's interior, the one-of-a-kind commission is a striking display.

Cullinan Spirt of Russia Collection

Rolls-Royce Cullinan Spirit of Russia

Photo courtesy of Rolls-Royce Motor Cars

Four Rolls-Royce Cullinan SUVs were created and dedicated to Russian mountains: Elbrus, Krasnaya Polyana, Golden Mountains, and Klyuchevskaya Sopka. The exteriors of the models are painted Iced Black Diamond, Iced Gunmetal Steel, Midnight Sapphire Blue and Premiere Silver - colors chosen because they are reminiscent of the frosty peaks. Inside each, a map of Russia is on the starlight headliner while mountain peaks are embroidered on the headrests. The engraved sill plates of each car bear an inscription naming the mountain region that inspired its design, as well as the height of the highest peak in each region.

Dawn Silver Bullet Collection

Rolls-Royce Dawn Silver Bullet Photo courtesy of Rolls-Royce Motor Cars

The Dawn Silver Bullet Collection features an ultra-metallic paint job and unique aero cowling. Click here to read more about the car.

Sportive Collection

Rolls-Royce Sportive Collection

Photo courtesy of Rolls-Royce Motor Cars

A Collection of two Black Badge Dawns and nine Black Badge Wraiths were commissioned for the United Arab Emirates. The group features bold color combinations and technical fibers that intertwine to create vibrancy. Each has a hand-painted coastline. They also features woven-leather door panniers and engraved bespoke audio frets.

Arctic White and Hotspur Red Phantom

Rolls-Royce Hotspur Phantom

Photo courtesy of Rolls-Royce Motor Cars

An Arctic White exterior paint job with a double pinstripe in Hotspur Red is just the beginning of this model. The red continues inside where the lambswool floor mats, privacy curtains, and luggage compartment are completed in the color. The 'Lakeshore Aurora' Gallery is designed and created by the Rolls-Royce Bespoke Collective.

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The BMW iX is just one model that is coming to American for the 2022 model year.

Photo courtesy of BMW

Many cars, trucks, SUVs, and minivans have gotten upgrades for the 2022 model year. There are a a variety of terms you'll frequently see associated with a description of a vehicle for its annual changeover. Here's how AutomotiveMap defines them:

  • New - These models are entering the market for the first time.
  • Carryover - There have been no major changes from one model year to the other. It is common that the year after a new or refreshed model is introduced, it will be a carryover.
  • Refreshed - Commonly occurring three to four years after the new generation of a model is introduced, a refresh usually includes new fascia, perhaps an engine lineup change or tech upgrade, and usually the addition of safety system upgrades.
  • Redesign - This term signals a generation change in the model. This usually requires an architecture change and all new body panels, engine lineup, tech offerings, and the introduction of new packages, trim levels, and pricing. Redesigns typically happens every seven to nine years.

The models on this list are new or have either been redesigned or refreshed for the 2022 model year. This list will grow as more information becomes available. Click here to see the 2021 models that were new, refreshed, or redesigned for the year.

2022 Volkswagen Tiguan

2022 Volkswagen Tiguan Photo courtesy of Volkswagen AG​

Volkswagen announced a refreshed version of the Tiguan SUV in late 2020 but made it known that the model wasn't going to make it stateside until late 2021. The European version (shown above) of the SUV has a new grille that combines with standard LED headlights, VW's new logo right up front, new rear bumpers, redesigned lettering, and a pretty decent tech upgrade in its cabin.

2022 Toyota Corolla Cross

2021 Toyota Corolla Cross Photo courtesy of Toyota Motor Corporation

Word on the street is that the new Toyota Corolla Cross could be coming to the U.S. as a 2022 model. That's unconfirmed at this point. If it were, the Corolla Cross could fill a gap in Toyota's lineup between the RAV4 and CH-R, similar to where the Hyundai Kona fits between the Santa Fe and Venue. Stay tuned for more information.

2022 Nissan Ariya

2022 Nissan Ariya

Photo courtesy of Nissan North America

The 2022 Nissan Ariya is a 300-mile all-electric crossover with a $40,000 price tag. It might be replacing the Murano in the company's lineup as the brand strategically weighs production versus an electrified business model. The Ariya has unique, minimalistic design that uber modern. Stay tuned for more information as it's announced throughout 2021.

2022 Jeep Grand Wagoneer

2020 Grand Wagoneer Concept - Details Photo courtesy of FCA US LLC

When the Grand Wagoneer concept debuted in late 2020, it was touted as coming soon and nearly production ready. The model fits into FCA/Stellantis's multi-year product plans as a 2022 model with production expected to kick off in 2021. Check back for more information.

2022 Hyundai Kona

2022 Hyundai Kona N Line Photo courtesy of Hyundai Motor Company

The Kona is already old enough to have undergone a model refresh. They grow up so quickly! The new design infusion gives the 2022 Kona new cladding, a freshly stretched hood, new grille shape. The lower bumper has a skid plate while intakes dominate the corners of the face. At the back are new taillights with a horizontal graphic. Below is a new bumper. The revised Kona rides on updated 17- or 18-inch wheels, or the 16-inchers that have been carried over from previous model years. The model also gets Hyundai's 10.25-inch infotainment touch screen.

2022 Audi Q5 Sportback and SQ5 Sportback

2022 Audi Q5 Sportback Photo courtesy of Audi AG

In their seemingly never ending move to fastback everything, Audi is making the Q5 Sportback and SQ5 Sportback a reality for the 2022 model year. The two models get basically the same equipment package as their squared-off counterparts and has about the same capability.

2022 Cadillac CT5-V Blackwing

Cadillac Blackwing launch

Photo courtesy of Cadillac

Cadillac will soon be introducing its new performance-centric sedan. We'll update this information when it's announced.

2022 Kia Carnival

2022 Kia Sedona

Photo courtesy of Kia Motors

The Kia Sedona name is gone, replaced by the Kia Carnival moniker for the 2022 model year. That's not as big of a deal as it sounds, the van has always been known as the Carnival to global markets. For 2021, the van got a generational upgrade overseas, but those changes won't make it stateside until the 2022 model year.

2022 BMW 4 Series Cabriolet

2022 BMW 4 Series Convertible Photo courtesy of BMW

The 4 Series is a distinct creature. For the 2022 model year, a cabriolet version of the car will be made available for sale that's lighter and has more cargo space and a lower center of gravity than its predecessor. Like its hard-topped relatives, the 4 Series Convertible is available with a variety of packages but only one engine is available, a 3.0-liter six-cylinder engine that produces 382 horsepower and 369 pound-feet of torque.

2022 Volkswagen Taos

2022 Volkswagen Taos Photo courtesy of Volkswagen AG

Volkswagen is introducing the Taos to the U.S. market for the 2022 model year. The small SUV is akin to the Hyundai Kona in size and the Volkswagen Tiguan in styling. VW made this model explicitly for the U.S. market where SUVs are dominating the sales conversation.

2022 Mitsubishi Eclipse Cross

2022 Mitsubishi Eclipse Cross Photo courtesy of Mitsubishi Motors

In 2020, the automaker revealed the 2022 Mitsubishi Eclipse Cross, which has been refreshed inside and out. Most notably, it has a refreshed face and redesigned hatch. Minor interior improvements are designed to help make the Mitsubishi more palatable to buyers.

2022 Volkswagen Golf R

2022 Volkswagen Golf R

Photo courtesy of Volkswagen AG

The 2022 Volkswagen Golf R is the most powerful Golf to date and yes, it's coming to the U.S. The performance variant of the Golf family delivers 315 horsepower, a 27-horsepower boost over the outgoing model, and 310 pound-feet of torque up from 280). Each Golf R gets a turbocharged 1,984 cc four-cylinder engine hat is paired with a standard six-speed manual transmission. A seven-speed dual-clutch transmission is available.

2022 Cadillac CT4-V Blackwing

Blacwing launch

​Photo courtesy of Cadillac

Cadillac will soon be introducing its new performance-centric sedan. We'll update this information when it's announced.

2022 Hyundai Tucson

2022 Hyundai Tucson Photo courtesy of Hyundai Motor America

The Hyundai Tucson has been completely redesigned for the 2022 model year and it's impressive to say the least. The upmarket two-row SUV comes with high-tech features, comfortable seats, and a seriously budget-friendly price tag.

2022 Infiniti QX55

2022 Infiniti QX55 Photo courtesy of Infiniti Motors

The long-awaited Infiniti QX55 is finally a reality. Like many of the other vehicles on this list, it's a small SUV. The QX55 takes the place of the QX30 in the automaker's lineup and is designed to offer a premium drive experience that's engaging and fun, similar to the Infiniti FX of the past.

2022 Honda Civic

2022 Honda Civic Prototype Photo courtesy of American Honda Motor Co., Inc

A new generation of Honda Civic is on the way. The company recently revealed a near-production prototype of the car (as seen above) and a fully operable next-gen version is planned to debut soon. Stay tuned.

2022 Subaru BR-Z

2022 Subaru BRZ Photo courtesy of Subaru of America, Inc.

The sister of the Toyota 86 has gotten a full blown generational change for the 2022 model year. The 2022 Subaru BRZ keeps its pin-sharp handling but has gotten a significant makeover inside and out. It's also gotten Subaru's standard EyeSight driver assist and safety technology.

2022 Genesis GV70

2022 Genesis GV70 Photo courtesy of Genesis Motors

The Genesis GV80 just landed on U.S. shores but its smaller brother, the GV70 isn't too far behind it. The GV70 carries over the premium looks and features of the GV80 into this smaller, and more budget-friendly package.

2022 Acura MDX

2022 Acura MDX exterior Photo courtesy of Acura

The Acura MDX may be one of the first 2022 models to make it to market. The next-generation MDX has gotten significant enhancements to its interior quality, drivability, and comfort for the new model year. Engineers are also planning a sportier version of the MDX so stay tuned for information about that.

2022 GMC Hummer EV

2022 GMC Hummer EV Photo courtesy of GMC

The GMC Hummer EV finally debuted in mid-2020 but it won't make it to buyers' homes until late 2021. The first editions of the model are slated to be the most powerful and priciest with the cost of each topping $100,000. GMC's first all-electric model combines the comfort of an SUV with the styling of a beefy truck as it attempts to become the ultimate utility vehicle.

2022 GMC Sierra

2022 GMC Sierra Denali

Photo courtesy of GMC

It's been rumored since its interior design fell flat at its debut that the GMC Sierra and Chevrolet Silverado were having interior redos hustled through the design process. GMC gave the first indications that this is true when they announced that the Sierra Denali is getting Super Cruise driving tech for 2022. Stay tuned for more info.

2022 Chevrolet Bolt EV

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A refreshed Chevrolet Bolt EV is on the docket for 2022. Chevy has been teasing the model left and right over the last few months so we should know more concrete information soon.

2022 Chevrolet Bolt EUV

2022 Chevrolet Bolt EV Photo courtesy of Chevrolet

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2022 Mitsubishi Outlander

2022 Mitsubishi Outlander

Photo courtesy of Mitsubishi Motors

Mitsubishi is teasing the next-gen 2022 Outlander ahead of its February debut. Stay tuned for more information about the SUV.

2022 BMW iX

2022 BMW iX Photo courtesy of BMW

The 2022 BMW iX is an all-electric SUV slated to arrive in the U.S. later this year. The iX will be the first bit of BMW's future EV plans to reach U.S. shores and bring with it the latest and greatest technology the company offers.

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