Rolls-Royce marks Olympic success with historic branding exercise

Posted on 13 Aug 2012 by The Manufacturer

Rolls-Royce Motor Cars celebrated the Closing Ceremony of the 2012 Olympic Games last night by parading three uniquely branded vehicles – it is the first time in 108 years that a Rolls-Royce car has not carried the iconic R-R signature.

The three Phantom Series II Drophead Coupés were used to transport British artistes at the Closing Ceremony last night.

The cars were each emblazoned with a specially designed grille badge developed in honour of the occasion and in recognition of Team GB’s striking performance throughout the Olympics.

The badges were designed by the Rolls-Royce Bespoke Design Team. It is the first time since the founding of Rolls-Royce in 1904 that this team has tampered with the internationally recognised R-R symbol.

The new grille badge features the iconic Spirit of Ecstasy with patriotic Union Flag replacing the traditional flowing gown of the Graceful Little Goddess.

Rolls-Royce Motor Cars, Olympics branding
The uniquely branded wheel centre for the three-strong fleet of Rolls-Royce cars which took part in the Closing Ceremony for the London 2012 Olympic Games

The steering wheel centre and self righting wheel centres were also treated to an Olympic facelift with the former featuring an Olympic laurel wreath and torch and the latter the words ‘London 2012’ surrounded by the Olympic motto, ‘Citius, Altius, Fortius’ (‘Faster, Higher, Stronger’).

The badges are complemented by unique tread plates identifying each car as ‘One of Three’, creating perhaps the most collectable (and unobtainable) Rolls-Royce Bespoke items ever produced.

Torsten Müller-Ötvös, Chief Executive  said that he was delighted Rolls-Royce Motor Cars was invited to take part in celebrating the success of the Games.

“It is appropriate that we should recognise this occasion with a fitting tribute,” he stated. “These unique cars were hand built at the Home of Rolls-Royce at Goodwood by our dedicated and passionate workforce and the whole team can take great pride in their part in making history for our company.”