LUXURY car manufacturer Rolls-Royce has revealed a new brand identity which it says better reflects its future direction and new, younger customer base.

While the brand and its illustrious figurine, the Spirit of Ecstasy, have become icons of luxury, the marque has experienced change at a quicker rate than ever before. The Rolls-Royce portfolio has expanded to five models, each with their own distinct character, and almost every car created at its Goodwood headquarters is now bespoke.

The introduction of its Black Badge range, the marque's 'alter-ego', has also met the needs of clients, who wanted an edgier, alternative Rolls-Royce. Both trends have resulted in the age of the marque's clients falling significantly to an average of just 43.

So, Rolls-Royce felt it needed to update its image.

Torsten Muller-Otvos, chief executive, said, "As the marque's digital presence increases, there has never been a more important time for the visual language of the company to reflect our standing as the leading luxury brand in the world."

Rolls-Royce appointed Marina Willer, partner at Pentagram - a leading multi-disciplinary design studio - to create a new brand identity designed to appeal to the new demographic of clients and all that they represent both digitally, and physically.

Willer said, "What soon became apparent is that Rolls-Royce has evolved from being regarded as an automotive manufacturer into a leading light in the world of luxury. It was essential for us to ensure that the brand's new identity reflected this shift.

"We needed to present Rolls-Royce in a forward-facing, fresh and relevant way - speaking to new audiences while respecting the company's loyal clients.

"I do not come from an automotive background. This vantage point provided me with the opportunity to observe Rolls-Royce as a manufacturer of luxury products.

"My ambition was to celebrate the luxuriousness of the brand while providing it with the means to visually communicate with Rolls-Royce's younger, increasingly diversified audiences.", she commented.

The Spirit of Ecstasy now gains increased prominence in the marque's brand identity. While the sculpture on each car remains unchanged, an iteration of the enigmatic figurine has evolved into the form of an illustration - one that reads clearly in today's virtual world.

Willer, said: "The use of the Spirit of Ecstasy marks a shift in the resonance of the brand - from an automotive to a lifestyle context. 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."

When choosing a colour palette for the new identity, Pentagram was drawn to purple hues, specifically those with a deep and majestic tone. Historically rare in nature and with roots in mythology, art, piety and royalty, purple has always signified wealth and power.

In a nod to the Spirit of Ecstasy, a colour named Purple Spirit will pave the way for the future of luxury by becoming Rolls-Royce's signature colour. A metallic Rose Gold was chosen to complement the colour.

The company's double 'R' badge also remains unchanged but has been tweaked with a new typeface.