69. Mascot

69

MASCOT

Some brands have something that no one else does. We’re not talking about that certain something in their personality; we’re talking about an actual physical feature, probably trademarked.

It’s one of those effective parts of a brand identity that people recognise and say immediately, “I know that, it’s a…” and can give you the brand name.

The idea Rolls Royce has the Spirit of Ecstasy, designed by Charles Robinson Sykes and used from 1911. Car emblems which stuck up from the bonnet, like Jaguar’s jaguar and Mercedes’ roundel, were banned for safety reasons, but allowed back as long as they can retract instantly. They were such an important part of brand identity that some car manufacturers went developed the technology necessary the technology to get their emblems back.

The Spirit of Ecstasy wasn’t an oringal Rolls Royce feature. The fashion was to have your own emblem made to personalise your vehicle. Lord Montagu of Beaulieu, John Walter Edward DouglasScott-Montagu, asked his friend Sykes, recently graduated from London’s Royal College of Art to design his mascot, and it’s believed to have been modelled on his secretary, mistress and love of his life, Eleanor Velasco Thornton.

Charles Sykes described it as “a graceful little goddess, the Spirit of Ecstasy, who has selected road travel as her supreme delight

and alighted on the prow of a Rolls-Royce motor car to revel in the freshness of the air and the musical sound of her fl uttering draperies.”

When Rolls Royce noticed that some personal mascots did not refl ect their vision of their beautiful vehicles, they commissioned Sykes to manufacture the Spirit of Ecstasy for them.

Now it’s 100 years old and a huge part of their brand identity. At times designers must have been tempted to modernise it, but apart from a smaller version for sports cars and the US “Flying Lady” it stays the same.

In practice • Here’s an example of a great brand idea that came from a customer. Enthusiastic supporters of your brand sometimes know its details and history even better than the staff. Take advantage of their passion, and encourage them to share their ideas. • Not changing can be a more courageous decision than modernising. • Changes in safety regulations inspired creative engineering to preserve Rolls Royce’s, Jaguar’s and Mercedes best-known brand features. Don’t let health and safety defeat you.