From the moment work started on the formative concept sketches of the Phantom, it was crucial that the design team, led by Ian Cameron, had an instinctive feel for what makes a the unmistakable Rolls-Royce 'look'. We can all appreciate the boldness and confidence of a Phantom II or the flowing grace of a Silver Cloud, but it takes a trained eye to assess those lines and see the science behind the shapes. To this end, Cameron and his team scrutinised the company's greatest creations in an effort to discover the essence of Rolls-Royce. Its design DNA, if you like.