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.

Trending News

 
 

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 app The 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.

Trending News

 
 

The 2022 Hyundai Elantra N is on its way to a showroom near you in the not-too-distant future.

Photo courtesy of Hyundai Motor America

A screenshot of Hyundai's upcoming product plans, first reported by Motor1, reveals a timeline for vehicle refreshes and redesigns in the coming in 2021 and 2022. Some we knew about and are already on sale while others are a bit more speculative in nature. Lingering economic and manufacturing effects related to COVID-19 may alter these plans some, but expect these models to be on dealership lots soon as Hyundai and Genesis have already green-lighted them.

Though it's not apparent which models will get the tech, Hyundai's innovative After-Blow, Multi-Air Mode, and Fine Dust Indicator systems are sure to make their arriving in the coming years. The nifty tech pushes the A/C through seats and vents, and works to measure air quality.

Scroll down to see what to expect from each of the brands.

2022 Genesis Electrified G80

2022 Genesis Electrified G80 Photo courtesy of Genesis Motors

The 2022 Genesis Electrified G80 takes the typical parts of the G80 sedan and combines it with an electric powertrain. Specifics for the U.S. market version of the car will be revealed closer to its arrival stateside. Upon its debut, Jay Chang, Global Head of the Genesis brand said, "The Electrified G80, the perfect balance of athleticism and elegance, marks the beginning of our journey into the EV market, representing Genesis in the era of electrification."

Hyundai Palisade

The Hyundai Palisade is midway through its first generation so it's time for a facelift. It's possible that the three-row Hyundai SUV will get a revamped grille and updated tech, as well as a hybrid variation. WIth the addition of its Calligraphy version for the 2021 model year, Hyundai turned up the luxury level a notch on the model. Expect the Palisade to continue to offer a lot of bang for a buyer's buck.

Hyundai Santa Cruz

2022 Hyundai Santa Cruz: Exterior Photo courtesy of Hyundai Motor America

The 2022 Hyundai Santa Cruz is part truck, part crossover. On paper, it's a lot of what people want - off-road capability, bed utility, comfortable interior, and SUV-like ingress/egress. The Santa Cruz is slated to go on sale in late 2021.

Hyundai Sonata

The current generation of the Hyundai Sonata was revealed in March 2019 and is halfway through its eighth generation of existence. This Sonata is frequently praised by critics as delivering very good drive dynamics, comfortable seats, and a efficiency, all at a low price point. Hyundai recently introduced the Sonata N Line, offering buyers a sportier take on the model. Expect much of the same for the facelift 2022 version,, which could get a different face that doesn't look so much like a catfish and the latest Hyundai tech.

2021 Genesis G70

2022 Genesis G70 Photo courtesy of Genesis Motors

The Genesis G70 has been given a facelift for the 2021 model year that makes it have the styling of its G80 and G90 brothers while maintaining its sports sedan stance and aesthetics. Fresh tech and an optimized interior layout are also part of the refresh.

Genesis GV60

The GV80 and GV70 have been revealed. Genesis is reportedly working on an all-electric SUV, possibly smaller than the G70, that will be named the GV60. It's possible that the model will share a powertrain with either the Ioniq 5 or Kia EV6 GT.

Hyundai Elantra N

2022 Hyundai Elantra N

Photo courtesy of Hyundai Motor America

Like the Tucson and Kona, expect the Elantra to get an N variant quite soon. Hyundai made the vehicle, in prototype form, available to media during last year's Sonata N Line test drive program so there's no doubt that it will be on the market soon.

Genesis GV70 EV

On the timeline, shortly after the debut of the probable GV60 is an electric version of the GV70. Currently called the GV70 EV, it's possible that the automaker will refresh the moniker to GV70 Electrified in the styling of the G80 Electrified. Expect the electric vehicle to share a powertrain with at least one of the other EVs Hyundai has on the market like the Ioniq 5 or Kia EV6 GT.

Genesis G90

The redesigned Genesis G90 made its debut in 2019 after just three years on the market. A redesign is in the cars again, with the G90 switched to a new platform that allows for electrification. Spy photos of the car testing reveal a digital dashboard. Look for the car to have many of the interior refinements that made their debut on the 2021 Genesis GV80.

Ioniq 5

2022 Hyundai Ioniq 5 Photo courtesy of Hyundai Motor Group

The newest member of the Hyundai family, the 2022 Ioniq 5, brings with it the prestige of also being the first of at least three all-electric vehicles that will wear the Ioniq name and be on-sale in the coming years. Hyundai will sell the two-row CUV in four configurations offering Standard Range or Long Range models equipped with rear- or all-wheel drive. Look for the first deliveries of the Ioniq 5 to start this summer. Timing for U.S. deliveries has yet to be announced.

Ioniq 6

The Ioniq 6 will be the second Ionia-branded model out of the gate for the new Hyundai sub-brand. Codenamed "CE", the Ioniq 6 is said to be a sedan that delivers impressive drive dynamics and quickness. Expect it to take design cues from the Prophecy Concept car and be powered by the same dual-motor setup as the Kia EV6 GT, which delivers 577 horsepower and 546 pound-feet of torque.

Trending News