Rolls-Royce unveils digital-friendly identity by Pentagram
The luxury car brand has brought a refined version of its Spirit of Ecstasy emblem to the forefront of its new visual identity by Pentagram, complete with abstract visualisations and a tweaked wordmark
In a branding update led by Marina Willer and her team at Pentagram, Rolls-Royce’s RR monogram remains unchanged. However, it has been demoted in the new visual identity as the brand’s Spirit of Ecstasy motif becomes the main logo of the Motor Cars division.
The updated logo features an added base beneath the figurine, reinforcing the reference to the ornamental sculpture that sits on the car bonnet. It also comes with a tweaked silhouette that has been carefully redefined at a time where assertions around women’s bodies are ripe for criticism.
Perhaps the most notable change is the direction of the logo, which has been flipped horizontally to channel the idea that, despite being a heritage brand, Rolls-Royce is future-facing.