Rolls-Royce Motor Cars, the British ultra-luxury automotive marque based in Goodwood, England, has built its visual identity around two enduring symbols: the interlocking double “R” monogram and the Spirit of Ecstasy figurine. The double “R” represents the brand’s founding fathers, Charles Rolls and Henry Royce, and has remained the core of the marque’s badge for over a century.[1]
Design and History
In August 2020, Rolls-Royce announced a comprehensive brand identity refresh, developed in partnership with the design studio Pentagram, led by partner Marina Willer.[2][3] The refresh was motivated by a changing client demographic, with the average age of patrons dropping from their mid-50s to 43, and by the marque’s repositioning as a “House of Luxury” rather than simply an automotive manufacturer.[1][4]
Despite the extensive refresh, the double “R” monogram itself was deliberately left unchanged. Willer explained, “We haven’t changed the monogram because of the incredible heritage that it has. It would feel strange if it suddenly looked a little bit different, since it’s so valued and recognizable.”[3] The monogram, sometimes called the “Badge of Honor,” remains reserved for use on Rolls-Royce motor cars themselves.[4]
What did change in 2020 was the surrounding wordmark. Pentagram uncovered typography in the brand’s archives from the 1930s and used an Art Deco style as the basis for a new wordmark.[1] The words “Motor Cars” were reduced in size, shifting emphasis to “Rolls-Royce” to signify the brand’s wider influence beyond the automotive industry.[1] The letter “R” received special attention to provide additional stability and prominence.[1]
The Spirit of Ecstasy, which has graced the prow of Rolls-Royce motor cars since 1911, gained increased prominence in the brand identity.[1] For the first time, the figurine was given a new two-dimensional form for communication purposes, created by illustrator Chris Mitchell.[3][4] The figure was flipped to face right, described as “boldly facing the future.”[4] A new “Spirit of Ecstasy Expression,” an avant-garde reinterpretation generated by computer code, was also introduced for use in embroidery, printing, engraving and digital displays.[3]
Meaning and Symbolism
The double “R” monogram represents Rolls and Royce, the marque’s founding fathers.[1] The 2020 refresh introduced a new signature color called “Purple Spirit,” named in reference to the Spirit of Ecstasy.[4] Pentagram was drawn to deep, majestic purple hues, noting that purple has historically signified wealth and power, being rare in nature and rooted in mythology, art, piety and royalty.[1] A metallic rose gold was chosen to complement the purple, reserved for printed materials and items of longevity.[1]
Typography and Design
The 2020 refresh replaced the previous Gill Sans typeface with a more modern typeface in the same spirit. Willer noted, “The font which was always used was Gill Sans, which is beautiful but doesn’t feel so modern anymore. We wanted something a bit sharper and more relevant to our times moving forward.”[3] The new wordmark features subtle angled detailing on the ends of the letters “L” and “E,” suggesting movement.[3] The rollout of the new visual identity took place on September 1, 2020.[3]
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