New logo and strategic repositioning build on Aston Martin’s growing appeal to a broader, affluent global audience
The Aston Martin Aramco Cognizant F1 Team will fly the new wings on its livery for this weekend’s French Grand Prix. It is a tribute to the 100th anniversary of the brand’s first Grand Prix entry.
Aston Martin launched a new logo and a new creative brand strategy to reposition the British ultra-luxury marque.
The global marketing campaign of “Intensity. Driven.” is intended to accelerate its growth among new audiences, Renato Bisignani, Head of Global Marketing and Communications at Aston Martin, said in a statement. The campaign was launched July 20.
The subtle redesign of the wings.
The strategic repositioning builds on Aston Martin’s growing appeal to a broader, affluent global audience.
In addition to the new visual and verbal expression, the redesign includes a contemporary update to the iconic wings. The refreshed design of the wings logo is subtle. Comparing old and new, there are bolder lines and no half arc around the brand name.
The handcrafted badge was created with Peter Saville, an acclaimed British art director and graphic designer. Artisans handcraft the new logo in the Aston Martin jewelry quarter in Birmingham, England.
The new wings will fly for the first time on Aston Martin’s next generation of sports cars, elevated for ultra-luxury, performance, and driving intensity, Bisignani said in the release.
Aston Martin will symbolically race with its original button logo on the nose of its cars, mirroring the marque featured on its first Grand Prix entries in 1922.
‘Logotypes of provenance’
It is the first significant update to the marque since 2003 and only the eighth time in Aston Martin’s 109-year history that the logo has evolved.
The Aston Martin Aramco Cognizant F1 Team will have the new wings on its emerald-green livery for the French Grand Prix this weekend. It is a tribute to the 100th anniversary of the brand’s first Grand Prix entry. Aston Martin will symbolically race with its original button logo on the nose of its cars, mirroring the marque featured on its first Grand Prix entries in 1922.
The story behind the Intensity. Driven. campaign is highlighted in a short film featuring all five of Aston Martin’s current high-performance production models: DBS, DB11, DBX, V12 Vantage, and Valkyrie hypercar.
“Subtle but necessary enhancements not only keep forms fresh but allow for new technologies, situations, and applications to be accommodated in the future,” said designer Peter Saville. “The process was one of clarifying and emphasizing the key feature of the Aston Martin marque.
“The Aston Martin wings update is a classic example of the necessary evolution of logotypes of provenance,” he said.
View the film about Intensity.Driven. here.
