Is Rolls-Royce cool now? New logo suggests it’s trying to be

You know you have first-world problems when you worry the million dollar motor that carts you around each day might be sending the wrong signals to the great unwashed public.

Which is why Rolls-Royce just unveiled a shiny new ‘cool’ logo.

Rolls-Royce has been around for almost 115 years now, and has long been a favourite means of transportation for aristocrats and the super wealthy.

In modern times, the historic car marquis has picked up some very famous owners including Jay-Z, Justin Bieber and Lady Gaga. However, when most people think of the brand they generally think of crusty royals, aging actors or Donald Trump (hardly the coolest people on the planet).

Rolls-Royce wants to shake off that image (and probably delete the image above from history) and has unveiled a brand new look courtesy of design agency Pentagram.

The facelift includes a twist on the familiar ‘Spirit of Estacy’ logo, new fonts and a new brand identity that is supposedly “edgier”. Oh, and lots and lots of purple.

The general idea is to present Rolls-Royce more in line with the average age of its drivers (which have a medium age of 43, so say RR). The changes will be rolled out on September 1.

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