Rolls-Royce has as much of a branding problem as Coca-Cola or Nike, which is to say, none at all. Is there anything else in the automotive world that conjures up a lavish, high-flying lifestyle better than the double 'R' badge and the Spirit of Ecstasy ornament sculpture? Hardly.

But even the world's strongest brands must move with the times and revamp its look and feel from time to time, which is why the British automaker has announced a new brand identity. The timing seems apt as the marque gets ready to unveil the new Rolls-Royce Ghost next month, which is when the new brand identity will be rolled out, too.

Rolls-Royce says that its new identity will reflect the brand's transition from a purely automotive manufacturer to House of Luxury. The edgier visual language is said to appeal to a younger demographic, appropriate since the average age of the brand's clientele has dropped to just 43. These are the people who find appeal in Black Badge, the brand's alter-ego.

So, what are the changes that can be expected? Well, the Spirit of Ecstasy is going nowhere, and thank goodness for that. Introduced on Rolls-Royce cars in 1911, the figurine will be given even more prominence as a virtual illustration that can further bolster the brand's visual presence.

The use of purple colors was chosen as it embodies rarity in nature, royalty, wealth, and power. It will be complemented by a metallic Rose Gold shade for brand materials in print form. Expect to see these colors on both physical brand materials and on the slick screens in the cabins of cars like the Ghost and Phantom.

Of course, one can't talk Rolls-Royce branding without mentioning the double 'R' Badge of Honor. While some non-premium brands like Nissan have more scope to change up their primary logo, Rolls-Royce recognizes that some aspects of its identity are best left unchanged, so this includes the badge. Added to this is the selection of a new typeface called Riviera Nights, which is from the same family as the previous font.

Inspired by the famous words "Take the Best that Exists and Make it Better," spoken by Rolls-Royce co-founder Sir Henry Royce, the new visual identity is the next chapter for one of the most iconic brands in the world.

"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," said Chief Executive, Torsten Müller-Ötvös, in describing the journey of modernizing the brand identity of Rolls-Royce.