KUALA LUMPUR: Yes, you read it right. Rolls-Royce has taken a new stance on its forever logo and colour scheme. With the changing times, the ultra-luxurious automaker felt that its logo needs to be dipped in luxury and class like its cars. Not that it already does not, but a little revision is no harm. The brand also wants to appeal to younger buyers, as the avg age is now just 43.

Marina Willer, the revised brand identity leader, said, "The use of the Spirit of Ecstasy marks a shift in the resonance of the brand – from an automotive to a lifestyle context." Further, she said, "She commands an aspirational quality in the luxury sphere and by placing her at the centre of the visual language. The Spirit of Ecstasy can now be interpreted as the muse for the marque, in addition to the motor cars themselves."

Let's now see, what all Rolls-Royce new band identity has in store -

• The famous Spirit of Ecstasy, which in a way is symbolic of the brand, will now be a simplified female figure. Like before, it'll continue to face towards the right as it indicates it is looking into the future
• The band now has a new signature tone called Purple Spirit, and it can be seen with letterings in the metallic rose gold shade. Together the two colour tones are believed to bring a sense of longevity and royalty to the brand identity

• The band name will now appear in a new font-style called Riviera Nights that is quite similar to the previous Gil Sana Alt typeface. Also, with the new font, the letters have more bevelled edges, and there's a greater emphasis on the letter 'R'

The new Rolls-Royce branding will begin starting September, so it might debut along with the new Ghost scheduled for September 1 debut.

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