Pentagram has created a new brand identity for Rolls-Royce Motor Cars, honouring its extraordinary heritage while confidently carrying the marque into the future. As the brand expanded its portfolio and bespoke offerings, it saw an opportunity to redefine itself as a House of Luxury, appealing to a younger, more diverse audience while maintaining its timeless values. Every element of the identity – from design ethos to client relationships – was reviewed to ensure it reflected Rolls-Royce’s evolution from an automotive manufacturer to a true luxury icon.

At the centre of the new identity is the Spirit of Ecstasy, redrawn to face forward and symbolise progress. Her two-dimensional form is accompanied by a fluid expression that can be used in motion or as a pattern in physical applications. While the double ‘R’ Badge of Honour remains exclusive to the cars themselves, a new refined Wordmark – inspired by a 1930s art deco design – emphasises glamour, lightness, and confidence, reinforcing the brand’s quiet sophistication.

The visual system is completed by a refreshed colour palette, replacing dark tones with Purple Spirit, rose gold, and vibrant accent colours that balance calmness with energy. The new Riviera Nights typeface adds modernity and finesse. Together, these elements move Rolls-Royce beyond traditional automotive branding, projecting an identity that is elegant, contemporary, and unmistakably luxurious.