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New brand identity for Rolls-Royce, to be used from September 2020

For over 100 years, the figurine known as the Spirit of Ecstasy has been at the front of every Rolls-Royce car, providing instant brand recognition – although it would be hard to mistake a Rolls-Royce for any other car. Synonymous with luxury, she has been a timeless symbol for a brand known for hand-craftsmanship and exclusivity.

In recent years, however, Rolls-Royce has experienced change at a quicker rate than ever before in its storied past. The Rolls-Royce portfolio has expanded to 5 models, each with their own distinct character, and almost every car is Bespoke – tailored to the lifestyle requirements of diverse and discerning patrons.

The introduction of the Black Badge, for instance, has met the needs of a subset of these clients, answering their call for an edgier, alternative Rolls-Royce, one that carries an assertive and dominant persona. Incidentally, the age and demographic of the marque’s clients have decreased significantly to an average of just 43.

How then, does a brand present itself via its visual language and remain true to its heritage while speaking to its bright and contemporary future?

“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. We have embarked on a fascinating journey of modernising our brand identity to echo those changes seen in our portfolio, our client demographic, their lifestyle and the luxury world that surrounds them,” observed Torsten Muller-Otvos, Chief Executive of Rolls-Royce.

Creating a new brand identity
Rolls-Royce appointed Marina Willer, partner at Pentagram – a multi-disciplinary design studio which is revered within its field – to create a new brand identity that could move beyond the mechanics of being the ‘Best Car in the World’, to encapsulate the brand’s presence and standing as a true ‘House of Luxury’. The identity was designed to appeal to the new demographic of clients and all that they represent both digitally, and physically.

Pentagram embarked upon a deep exploration of Rolls-Royce, including its products – both new and old, its design ethos, its designers, items that are sacrosanct to the marque, and also the unique relationship the marque maintains with its clients. They spent time in the factory, understanding the very essence of Bespoke and how this was key to the establishment of contemporary Rolls-Royce.

“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,” revealed Willer.

Not coming from an automotive background, Willer was able to approach the re-design from a completely fresh perspective. “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 explained.

In the new brand identity, which will be adopted from September 1 2020, the Spirit of Ecstasy gains increased prominence. While the sculpture that leads each car in silent grace 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.

The original figurine was drawn and sculpted by British artist Charles Sykes. In homage to this historical commission, Chris Mitchell, a leading illustrator of brand and identity icons, was called upon by Pentagram to envisage the distilled form of the iconic statuette. Working closely with Pentagram’s direction, she paid close attention to those proportions which embrace strength and power that cannot be deemed fragile or meek. When depicted in two-dimensional form, her direction has changed from left to right, boldly facing the future, reflective of the marque itself.

“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,” said Willer.

Choosing the colour palette
When choosing a colour palette for the new identity, Pentagram’s design team initially turned its attention to the company’s products. Rich in textural materiality, wooden brown hues and graphite coloured technical fibres complemented a colourful array of Rolls-Royce leathers. Although true to their artisanal origins, brown and slate palettes confined the identity to the past. The desire was to seek a more expressive, luxurious colour palette, one appealing to both male and female clients, one with a future vision.

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 become Rolls-Royce’s signature colour.

A metallic Rose Gold is chosen to complement this colour. This elegant and modern hue will be reserved for items of longevity and used only in printed form. A wider palette of expressive colours has been determined to be used alongside these primary tones.

“Purple Spirit has a deep and powerful tone. It is a colour of modernity that evokes connotations of the dark and majestic night. It has an energy that conjures emotion with thoughts of strength and ambition – a tone well suited to inspiring greatness. This will be complemented by a foiled Rose Gold which will add elegance and grace to the marque’s printed materials,” Sami Coultas, Bespoke Colour and Trim designer at Rolls-Royce, explained.

The Noir imagery which surrounds Rolls-Royce’s Black Badge range is now punctuated by bursts of colour, reflecting each model’s launch specification, illustrating the bold nature of its signature alter ego.

The new badge
The double ‘R’ Badge of Honour representing Rolls and Royce, the marque’s founding fathers, is known world-wide as a symbol of engineering excellence and the very best of human endeavour. It is no surprise therefore, that this famed signifier is unchanged.

The Monogram also retains its original form but replaces the Badge of Honour on collateral, while the Wordmark ‘Rolls-Royce Motor Cars’, as found presiding above the door of the marque’s establishments, was found to be corporate and unrepresentative of the marque’s standing as a House of Luxury.

The old (left) and the new, which will be used from next month.

Pentagram uncovered typography in the marque’s archives from the 1930s and used an art-deco style as the basis from which to envisage a new Wordmark – one suitable for the modern-day Rolls-Royce. The words ‘Motor Cars’ have reduced in size, with the emphasis reverting to Rolls-Royce, in recognition of the marque’s significantly wider influence outside of the automotive industry.

The Wordmark has become more refined in its appearance, depicting the quiet, whispering power of contemporary Rolls-Royce. Special significance has been paid to the letter ‘R’, to provide additional stability and prominence to this important character in the Rolls-Royce script.

The Spirit of Ecstasy Expression
A wholly new visual treatment of the Spirit of Ecstasy has been created, called ‘The Spirit of Ecstasy Expression’. With an aethereal yet tech-like feeling, The Expression adds a cutting-edge aura to the new visual identity. Contemporary in appearance, The Expression speaks of the marque’s modern lifestyle presence.

Akin to a silken fabric, The Expression adopts a fluid form and is versatile in nature. An innovative digital tool that uses coding has been developed by Pentagram to enable The Expression to be used on any surface, from projection to embroidery, printing to engraving. It can be found in both physical form at the marque’s global establishments and in digital form – connecting the elements of the marque’s portfolio. The Expression will become a distinctive and recognisable element of the marque’s visual language.

Click here for other news and articles about Rolls-Royce

New Casio GMW-B5000CS recalls iconic form of first G-SHOCK watch

Casio’s G-SHOCK watches have been available since 1983 and those who bought them at that time will remember that the form of the first watch was a rugged square shape. That iconic shape is the basis for a new addition to the full metal construction ORIGIN series. Designated the GMW-B5000CS, the new model’s designation also recalls the original designation of the first G-SHOCK watch – DW-5000C.

The new GMW-B5000CS features a laser-carved grid design with the rugged square shape of the first G-SHOCK. It has an evolved exterior with full metal construction of all outer parts and further advanced functionality such as radio wave reception, Tough Solar power system and smartphone connectivity.

Casio has continued to create inventive colour schemes and patterns using unique CMF (design elements such as colour, material and surface finish) combinations, including black ion plating, aged finish, and camouflage design to ensure the design of the series continues to evolve.

A new internal structure employing fine-resin cushioning material was developed to offset the more powerful dropping shocks resulting from weight added by using high-strength stainless-steel parts. Besides achieving a highly accurate fit, this structure responds with reactive force to ease shocks when tiny protrusions in the cushioning material are compressed.

In order to present G-SHOCK brand’s innovation while maintaining the heritage of the first model, the GMW-B5000CS has a grid design resembling a time tunnel which suggests a ‘connection of the past with the future’. A ‘near-future’ design with prominent silver lines is forged by applying black ion plating finish to the bezel, band and buckle surface, while bringing out an underlying colour scheme using a laser to carve out the latticed pattern.

As with the base model, the GMW-B5000CS is equipped with smartphone connectivity which interfaces through the free G-CONNECT app. It can make automatic time correction (performed 4 times a day) and can be easily set to 39 different cities for world time. Adjustments are easy and among the other practical features are a high-luminosity full auto LED backlight. The Bluetooth low energy connectivity has a signal range up to 2 metres (depending on conditions).

Being a G-SHOCK model, the GMW-B5000CS is obviously very tough and can remain water-resistant down to 200 metres. Its solar charging capability is claimed to provide up to 22 months of operation with power-saving mode active.

Casio watches have a very wide price range and this new model falls in the upper range with a recommended retail price of RM3,499 at all G-Factory stores and authorized dealer stores in Malaysia.

New range in Casio EDIFICE line with ‘Speed and Intelligence’

First AMG Experience Centre in the world opens in Shanghai

When AMG became part of the Mercedes-Benz family in 1999, its growth accelerated as it took on the role of being the carmaker’s high-performance and motorsports arm. Not surprisingly, Mercedes-Benz boosted marketing of AMG products as well as used the already established name as a branding advantage, expanding its presence globally.

Before long, a sales network of AMG Brand Centres and AMG Performance Centres were established around the world. In China alone, there are 120 AMG Performance Centres and exclusive AMG Brand Centres in Beijing and Shanghai, the sales network said to represents a key factor in the success of the brand’s growth objectives.

Now Mercedes-AMG has gone further with its first Experience Centre opening near Shanghai. The new AMG Experience Centre is situated on an area of around 1,305 square metres directly adjacent to the Zhejiang International Racing Circuit. A highlight and attraction of the new facility is the opportunity to experience the AMG vehicle range on the racetrack, assisted by AMG Driving Academy and qualified instructors.

An extensive pool of vehicles encompassing the very latest models – including GT3 and GT4 racing cars – is available for test drives and driving events on the 3.2-km circuit. In addition to exclusive use of the track, the Zhejiang International Circuit offers special monthly track days for customers and fans to take part either in their own vehicles or in AMG vehicles booked from the Centre.

There are 12 functional areas and 4 display areas over two floors, providing an extremely comprehensive brand and product experience and allowing visitors to discover for themselves the many facets of the driving performance of AMG models.

The showroom on the ground floor provides an insight into the history of Mercedes-AMG. The vehicles and technologies on display can be explored in analogue form as well as digitally using VR technology. Specially trained AMG experts are on hand to provide detailed information and individual guidance. If a customer expresses an interest in buying, they will be put in touch with their nearest AMG retail partner.

The facilities on offer are further enhanced by the Cafe63 lounge and an exclusive selection of high-quality lifestyle accessories available from the AMG Shop. The whole area can also be used as an event location.

In the interactive experience zone on the first floor, motorsport enthusiasts can experience racing simulators and AR applications. A slot car racetrack controlled via brainwaves is yet another technological highlight that serves to emphasise the experience-oriented nature of the AMG Experience Centre.

The architecture of the AMG Experience Centre builds on the familiar and established design features of the AMG Brand Centres, while also integrating a series of individual elements that emphasise the unique character of the format.

AMG Corner at C&C Bintang — *Being part of the Mercedes-Benz family has enabled AMG models to get more exposure at dealerships around the world, like this one at a Cycle & Carriage Bintang showroom in Malaysia.*

10 things about AMG you may not have known

Proton appeals to 717 Perdana owners to bring their cars in for urgent airbag module replacement

Like many other carmakers that had Takata airbag systems installed in their vehicles, Proton has been trying to get owners to bring their cars – restricted only to the Perdana model – to the service centre for a replacement. The Takata airbag issue has been ongoing since 2013 with millions of vehicles recalled worldwide.

Replacements in stalled in 87.5% of affected cars
Proton issued its recall to Perdana owners in January 2019 and since then, the carmaker says it has replaced the defective inflator modules on the airbag system of the front passenger side in 87.5% or 5,625 units of the total of 6,342 units affected as of August 18, 2020. It is appealing to owners of the remaining Perdanas to bring their cars to an authorised Proton service centre as soon as possible to make the replacement.

Proton reassures its customers that other Proton models are not affected as they use airbags supplied by a different vendor.

Affected cars built from 2012 – end August 2018
The cars affected are those which were built from 2012 until the end of August 2018. They had originally been fitted with airbag systems that had inflator modules which were known to explode due to over-pressure during the inflation process. This would result in a break-up of the module and sharp metal parts would be shot towards the front passenger. Serious injuries were a high possibility, with deaths also having occurred in some cases.

Actually, Proton initially did not issue a recall as it had information that indicated that the Perdana, though being adapted from the Honda Accord which was subject to recall, was not affected. At that time, the volume of new Perdanas sold was around 3,000 units. Responding to a query by this writer in June 2016, Proton said that they had consulted with Honda as well as conducted crash tests of the new Perdana in Spain in May 2016 and ‘no abnormalities to the function of the airbags were found’.

“Thanks to the joint efforts of our staff and dealers, Proton managed to contact our customers and have performed the airbag inflator replacement exercise,” said Roslan Abdullah, CEO of Proton Edar. Encik Roslan was a key figure in managing the recall exercise when he was COO at Honda Malaysia which carried out the most extensive airbag recall campaign in Malaysia.

Contact details may not be updated
“The safety of our customers is of the utmost importance. However, we have not been able to connect with all affected owners due to obsolete or incomplete contact information. Therefore, we would like to urge all Proton Perdana owners who have not had their passenger airbag inflators replaced to call our service centres to book an appointment as soon as possible. Replacement of the inflator will take approximately one hour and will be performed free of charge,” he said, adding that cars built after August 31 2018 are not affected.

*Authorised Proton service centres nationwide can replace the affected airbag inflator module which is on the passenger side.*

As with other carmakers, contacting present owners of the cars is not always possible because ownership may have changed. Proton Edar may have only the contact details of the first owner who bought the car and unless a new owner informed Proton Edar, they would be unaware and can only send a notification to the address of the original owner.

If you are uncertain whether your Perdana is affected, you can call Proton’s Customer Care at 1-800-888-398 or write to customercare@proton.com.

BMW Malaysia introduces new car-care programmes using Shell oil

BMW Malaysia today, in collaboration with Shell Malaysia, has introduced new engine oil service and maintenance parts programme for its long-term owners. The new programme offers two packages – the BMW Oil Service Package and the BMW Service Value Package.

The BMW Oil Service package, priced at RM500, available at authorised BMW service centres will use Shell Helix Ultra Professional ABB engine oil with a 5W-40 viscosity. The fully synthetic oil which meets BMW’s requirements is formulated with Shell’s PurePlus Technology. This technology uses a clear base oil made from natural gas with virtually no impurities.

Additionally, Shell’s Active Cleansing Technology helps to protect engines from power and performance-robbing deposits. On top of this, the low-evaporation formulation reduces the need for oil top-ups, and has superior resistance to oil degradation.

With the purchase of two BMW Oil Service packages (which include original oil filters), owners will also receive a complimentary Limited-Edition BMW M4 Motorsport Collectible Remote Car worth RM250 (while stocks last).

Meanwhile, the BMW Service Value package offers vehicle owners a programme which gets them up to 30% off retail prices for Original BMW maintenance parts. The parts include brakes, wipers, spark plugs, as well as micro filters and air filters.

Click here for more information on the car care programmes which are available until December 31, 2020.

BMW and MINI owners can now enjoy Door-to-Door Service

Emotive LED headlights for Skoda’s first all-electric SUV

With the ENYAQ iV, the first all-electric SUV model from Skoda, the Czech carmaker is taking a fresh approach to lighting design. The new lighting units are technically innovative full-LED matrix headlights with an emotive design language.

According to Petr Nevrela, chief designer of exterior lighting at Skoda, the new headlights are another evolution in the company’s current design language. “We already consistently developed the front headlights of the Scala and Kamiq model series and the new generation of the Octavia. In all the models we have presented over the last 18 months, the headlights are generally flatter, resulting in an even more dynamic effect.”

“The KAMIQ also adds its own twist with daytime running lights at the top. Furthermore, additional crystalline elements have been incorporated into the headlight design. With the ENYAQ iV, we are continuing this trend and refining specific details, such as the new, finely-drawn daytime running lights with subtle lashes and the new hexagonal shape of the main LED modules,” he explained.

The development of the design was done in close collaboration with the exterior designers and with the exterior lighting development team. Typically, the process can take anywhere from 6 to 12 months.

Skoda reflects the tradition of Bohemian crystal art in its vehicles and provides its own interpretation. The precise lines, geometric arrangements and the exceptionally clear glass surfaces are fascinating and, depending on the incidence of light and viewing angle, offer ever-changing facets. This can be used as a basis for experimenting with light effects, with the 3-dimensional rear lights that are illuminated with fine light strips.

The designers wanted the ENYAQ iV’s lighting graphics to be welcoming and friendly at first glance, while the headlights create a highly dynamic and modern look. Innovative LED technology also underlines the sustainable concept of Skoda’s first all-electric SUV.