Studio Nopqrst ∙ Hamlet Auyeung

Graphic design and visual communication

Rolls-Royce Motor CarsBrand identity
2020


As a leading luxury automotive manufacturer, Rolls-Royce has undergone significant changes in recent history. With an expanded portfolio and increased demand for its bespoke capabilities, the brand aims to transcend its traditional image and establish itself as a House of Luxury. This strategic shift presents a unique opportunity to redefine the Rolls-Royce brand in a distinctive manner.

To cater to a younger and more diverse demographic while honouring its heritage, a new brand proposition has been meticulously crafted. The brand identity mirrors the same level of attention to detail and craftsmanship that Rolls-Royce dedicates to each vehicle it produces.

Drawing inspiration from its rich legacy, the new logotype and Spirit of Ecstasy Icon are reimagined based on the original company drawings from its foundation years. These refreshed elements, along with the iconic double R monogram, play distinct roles in the brand's visual identity.

The logotype serves as the brand's signature, complementing the Monogram in all applications, while the Spirit of Ecstasy icon is featured in lifestyle products, gifts, and the brand's digital platforms. The brand's new Purple Spirit colour, inspired by the rarity of the first purple pigment ever produced, symbolises the epitome of luxury.

Furthermore, the design of the ethereal yet expressive pattern, influenced by the Spirit of Ecstasy, sets the tone for the brand's visual language across various media and touch points, creating a cohesive and immersive brand experience.

Partner / Creative Direction
Marina Willer

Design
Hamlet Auyeung, Cleber de Campos, Marta Gaspar

Creative Coder
Felix Faire

Spirit of Expression Icon
Chris Mitchell

Brand film and motion design
Nomad Studio

Project management
Kate Blewett

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