Spirit of Ecstasy Archives

Remodelling the iconic Rolls-Royce Spirit of Ecstasy for the fully electric Spectre in 2023

Next year, Rolls-Royce will unveil Spectre, its fully electric limousine that will go on sale in 2024. The final form that the car will have would have been approved so much work would have been done in the wind tunnel to make it as aerodynamically efficient as possible. For electric cars, this is vital to minimise the power used to overcome wind resistance and achieve high performance.

Wind tunnel studies cover every centimetre of the bodywork and even the tiniest details need to be shaped correctly for minimum wind resistance. This includes the iconic Spirit of Ecstasy figurine that stands on the edge of the bonnet. She will also grace the bonnet of the Spectre and after 111 years since being registered as intellectual property of Rolls-Royce, the Spirit of Ecstasy is being remodelled again.

The figurine has been remodelled with a lower, more dynamic stance that brings her much closer to the drawings made by her original creator, the illustrator and sculptor Charles Sykes, in the early years of the 20^th century. It also sees her physical form represent ‘The Expression’, a visual device that forms part of the marque’s new visual language.

The new Spirit of Ecstasy stands 82.73 mm tall, compared to her predecessor’s 100.01 mm. Her robes, which flow behind her in the slipstream (often but incorrectly characterised as ‘wings’) have been subtly reshaped to make them more aerodynamic and realistic.

The most visible change is her stance. Previously, she has stood with her feet together, legs straight and tilting at the waist. Now, she is a true goddess of speed, braced for the wind, one leg forward, body tucked low, her eyes focused eagerly ahead.

*The new stance of the Spirit of Ecstasy and the one (inset) seen on current Rolls-Royce models.*

These changes have both practical and stylistic benefits, contributing to the Spectre’s aerodynamic properties which Rolls-Royce says will be remarkable. The earliest Spectre prototypes have already shown a drag coefficient of just 0.26 Cd, making it the most aerodynamic Rolls-Royce ever created. The figure is expected to improve during the product’s exhaustive testing protocols undertaken in the course of this year.

This new expression captures the essence of Charles Sykes’ original drawings, but rather than simply being ‘redrawn’ or ‘redesigned’, her new shape has been digitally sculpted by a computer modeller working at the Rolls-Royce, who has a passion for life drawing and sculpture. Their experience in this field was invaluable in developing the figurine’s elegant lifelike facial features as well as her expression, which deftly combines focus and serenity.

The designers also consulted stylists at Roll-Royce for their perspective on her hair, clothes, posture, and expression, adding an authentically contemporary aura to her dynamism and commanding presence.

While all figurines are made using one of the oldest known casting techniques, named ‘lost wax casting’ or ‘cire-perdue’, each is individually finished by hand, so will be minutely different from figurine to figurine. As well as continuing a long Rolls-Royce tradition – until 1939, the mascots were made and polished by Charles Sykes himself – this subtle, ephemeral human element creates an intriguing contrast to the precise, highly engineered motor car she sits atop.

Though relatively rare in the modern era, changes to the Spirit of Ecstasy have been made throughout her 111-year lifespan. She has been rendered in various sizes and materials and, briefly, in a kneeling position. The new version created for the Spectre will appear on all future models. The current design will still be used on Phantom, Ghost, Wraith, Dawn and Cullinan and their Black Badge alter egos where applicable.

*The fully electric Spectre will make its debut in 2023 and it will be the most aerodynamic Roll-Royce ever designed for sale.*

“The Spirit of Ecstasy is the most famous and desirable automotive mascot in the world. More than just a symbol, she is the embodiment of our brand, and a constant source of inspiration and pride for the marque and its clients. Like our brand, she has always moved with the times while staying true to her nature and character. In her new form she is more streamlined and graceful than ever before – the perfect emblem for the most aerodynamic Rolls-Royce ever created, and for gracing the prow of our bold electric future,” said Torsten Muller-Otvos, CEO of Rolls-Royce Motor Cars.

Leading every Rolls-Royce for 110 years – the Spirit of Ecstasy

Leading every Rolls-Royce for 110 years – the Spirit of Ecstasy

For the past 110 years, a woman has been leading Rolls-Royce cars, always slicing through the air in full view of the occupants and others on the road. The woman is referred to as the ‘Spirit of Ecstasy’ and has been a defining feature of the Rolls-Royce brand. It is one of the most famous, iconic and desirable symbols of luxury in the world. Along with the black and silver ‘Double R’ logo and Pantheon Grille, the ‘Spirit of Ecstasy’ (also known as the ‘Flying Lady’) mascot is a signifier of Rolls-Royce Motor Cars and its Brand.

The Spirit of Ecstasy was officially registered as intellectual property in February 1911. Its design was based on a bronze statuette, called the ‘Whisper’, created for a motoring pioneer and early Rolls-Royce enthusiast Lord Montagu of Beaulieu in England.

Eleanor Thornton – the inspiration
The figurine was actually inspired by a woman, Eleanor Thornton, who was at the core of the ‘motoring-set’ which emerged from the Piccadilly-based ‘Automobile Club of Great Britain’ as the 20th century was born. Prominent in this group were Charles Rolls, aristocratic showman and partner of self-made engineering genius Henry Royce. Also among them was Charles Robinson Sykes, a bohemian artist and sculptor. His friendship with the maverick group led to his creating the ‘Spirit of Ecstasy’ – an emblem that has stood as an internationally-recognised symbol of perfection ever since.

Although born in Victorian times, Eleanor Thornton would have personified modernity – whatever age she graced. From a modest background, her intellect and charisma saw her rise through an elitist society. She became the central presence of an unsung, yet immeasurably influential coterie of mavericks; one that helped to shape the future of motoring.

Eleanor’s voice led them, and she was a mercurial force that galvanised the group, allowing them to stand together at the forefront of a new frontier of motor travel. Instead of gathering in stale members’ clubs and silent reading rooms, they much preferred the roar of the racetrack and the camaraderie of the workshop, feeding their liberal attitudes with the excitement of speed and competition.

They mastered the art of motoring at pace, over distances never believed possible and encased them in the comfort of luxury, setting the template for every sophisticated thrill seeker since. It was a feeling they would define as ‘ecstasy’…

And so Sykes, when commissioned by his patron , Lord Montagu of Beaulieu, to create a statuette, he used Eleanor as his inspiration. Her presence was crystallised in the form of an ornamental figurine. Challenging the social conventions of the time, her appearance became instantly iconic as they encapsulated the pursuit of personal liberty, and freedom from conformity.

Evolution of the figurine
The first Spirit of Ecstasy figurines were a statuesque height of about 18 cm. Today, the height is a more petite 9.5 cm, their dimensions influenced by safety considerations. Previously flexible at the base, she is now kept safely out of sight within a special housing in the bonnet until the engine starts. She then rises smoothly and gracefully by a precisely engineered mechanism known, not surprisingly, as ‘the rise’.

The company’s foundational connection between the automotive and art worlds continues today with MUSE, The Rolls-Royce Art Programme, a lead protagonist in the world of moving-image art.

“As an emblem, the Spirit of Ecstasy represents far more than just our company and our products. To our customers, she is a potent symbol, instantly and universally recognised – of success, endeavour, achievement and standing. In her beauty, simplicity, elegance and rarity, she encapsulates everything our customers seek – and find – in their Rolls-Royce motorcar,” notes Torsten Muller-Otvos, CEO of Rolls-Royce Motor Cars.

“Within our company, the Spirit of Ecstasy fosters pride and esprit de corps, uniting and empowering the Rolls-Royce family right across the world. She reminds us of our inheritance and principles, and inspiring greatness in all of us. Every car we build must be worthy of bearing her, because it is she that makes every Rolls-Royce, and our company, unique and complete,” he added.

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

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.

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