The new visual identity of Rolls-Royce will come into effect on September 1st, 2020.

The English design firm, Pentagram, redesigned the Rolls-Royce Motor Cars brand, to adapt it to the digital era and help it attract a younger audience. It did so by updating the iconic ‘Spirit of Ecstasy’ emblem to become the main logo of the luxury car brand but keeping the well-known RR monogram as a tribute to its history.

In addition, this change is intended to accentuate the difference between Rolls-Royce Motor Cars, from the Rolls.Royce engineering company – mainly known for manufacturing aircraft engines and which also uses the double-R monogram.

The figure of the ‘Spirit of Ecstasy’ was designed in 1991 by sculptor Charles Robinson Skyes, in the shape of a woman leaning forward with her arms extended backwards; to date, it can be found on the hood of practically all he brand’s cars. So far, it has gone through 11 major iterations.

To make the symbol, Pentagram simplified an earlier drawing of the ornament. Marina Willer, a partner in the design firm, said, “It was time for us to redraw it to make it look like it was moving forward.” This logo will now lead the Rolls-Royce brand identity, replacing the chrome-effect RR previously used as an icon on different digital platforms.