British automaker Aston Martin has revamped its iconic wings badge after a massive investment from Saudi Arabia’s sovereign wealth fund, which the company’s executive chairman Lawrence Stroll described as “a game-changing event” for the automaker.
Related: Peugeot Reveals Its New Logo
This is only the 8th time in Aston Martin’s 109-year history that the logo has been revamped and the first major update since 2003. The new logo is set to be used on the brand’s next generation sports cars. Meanwhile the new emblem is accompanied by a new slogan – Intensity. Driven.
The radical redesign was undertaken by the manufacturer’s own designers in collaboration with acclaimed British art director and graphic designer Peter Saville, before being crafted through a unique jeweling process at Vaughtons studio in Birmingham, UK – the 203-year-old silversmiths firm famed for crafting the Football Association Cup and medals for the 1908 London Olympics. According to Peter Saville:
“The Aston Martin wings update is a classic example of the necessary evolution of logotypes of provenance. Subtle but necessary enhancements not only keep forms fresh, but allow for new technologies, situations and applications to be accommodated in the future. The process was one of clarifying and emphasizing the key feature of the Aston Martin marque.”
Aston Martin new logo
Commenting on the logo change, Marek Reichman, Executive Vice President and Chief Creative Officer of Aston Martin, said:
“Because we are designing to make people fall in love, to connect with the hearts and minds of our customers, every object we design at Aston Martin has deep meaning and intention and is created with honesty and emotion. As we approach an exciting moment of product evolution, the design of the new wings was no different. Every millimeter of each line – of each shape within the new wings, are drawn forward from the depths of our 109-year Aston Martin creative wellspring.”
According to Aston Martin, more than 60% of its current sales are from customers who are new to the brand. As part of a new marketing campaign, the British automaker will also release a short video and a series of social, digital and printable assents.
A 3d animation professional with over 20 years of industry experience having served in leading organizations & production facilities of Pakistan, an avid car enthusiast and petrolhead with an affection to deliver writings to help shape opinions. Formerly written for PakWheels as well as major publications including Dawn. Founder of CarSpiritPK.com