Rolls-Royce

Rolls-Royce is an engineering company that designs, manufactures and distributes power systems for aviation and defence industries. With a score of 8.03, it comes in at number 15.

Rolls-Royce lands the top spot in the engineering & industrial manufacturing sector. Overall, it scores consistently highly across all criteria and presents strong alignment across its brand components. However, it shines brightest for its personality, consistent use of its brand identity and seamless digital brand experience. Rolls-Royce does have some succinct and actionable behaviours (‘Be agile’, ‘Be bold’, ‘Be collaborative’ and ‘Be simple’) but these sit under three extremely generic values (‘Trust’, ‘Integrity’ and ‘Safety’). Without further explanation, these values and behaviours feel far too generic. Although the brand’s personality does come through, there is a clear opportunity for Rolls-Royce to refresh its visual identity to better reflect its bold personality, specifically in its imagery and use of colour.