Aston Martin Flies into a new era with their redesigned wings logo and brand repositioning efforts
Aston Martin is a British carmaker founded in 1913 and is known for not just their long history in motorsports, but also for producing some of the finest performance oriented ultra-luxury vehicles of our time.
With names like the Aston Martin DBX, DB11 and Valkyrie under their belt, Aston Martin has been the pinnacle of do-it-all vehicles for over a century.
And today, the British ultra-luxury marque is once again taking their brand idea, “Intensity. Driven,” to a new era of intensity by launching a new creative brand strategy and global marketing campaign to accelerate the brand’s growth to the next generation of buyers.
Aston Martin has also redesigned their iconic wing logo which has been used since 2003. All this is in an effort to build on the brand’s strong, established reputation for blending luxurious craftsmanship and elegant design with adrenaline-rushing and intense driving pleasure.
This brand repositioning is the biggest investment in Aston Martin brand in over a decade and further solidifies their position as the apex predator in the performance ultra-luxury segment.
The new Aston Martin wings, which were created by the brand’s distinguished design team and esteemed British art director and graphic designer, Peter Saville, are hand-crafted by artisans in Birmingham’s jewelry quarter and will be applied on the next generation of the brand’s sports cars.
This redesign is only the eighth major update in Aston Martin’s 109-year history and to mark this momentous occasion, the Aston Martin Aramco Cognizant F1TM Team will prominently display the new wings on their cars’ livery at the French Grand Prix. This will also mark the brand’s 100th Grand Prix entry anniversary.
Executive Vice President and Chief Creative Officer of Aston Martin, Marek Reichman, 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.”
“Adding Peter Saville, an icon in British graphic design and an inspirational creative figure to me personally, took our exploration and evolution of the wings to another level. And now, to see this new identity, hand-crafted in physical form at Birmingham’s jewellery quarter, is a proud moment for everyone involved. It’s the first step to the wings taking centre stage on our next generation of ultra-luxury performance sports cars,” he added.
Will all this pay off for Aston Martin in the years to come? Who knows, but one thing is for certain, the new generation of Aston Martin buyers will be sure to appreciate the brand’s continued commitment to improvement.
