Aston Martin redesigns its logo with “subtle but necessary enhancements”

Aston Martin’s iconic wings are ready for a new flight in 2022 as the brand is aiming to be increasingly competitive in the new conditions of the luxury car market. This plan is going to be implemented under a revised branding. To refresh its visual identity, including a logo, the British car maker hired Peter Saville, one of the UK’s prominent designers.

Aston Martin has explained the change of its look, which is the company’s first rebranding in almost 20 years, within a new creative strategy accompanied by a global marketing campaign. The main goal is to make luxury cars more popular among young customers. Carried out under the slogan “Intensity.Driven”, the redesign also includes a range of digital and printed materials.

The famous wings were first adopted as the car maker’s logo in 1927, and the new version is the eighth overhaul of the emblem in Aston Martin’s history. The logo’s modern structure was created by SCH Davis in 1932. It is said to be inspired by scarab beetles, which symbolized new beginnings in ancient mythology. Over 90 years, the emblem has undergone only slight changes that mostly concerned the shape of the wings and the wordmarks they included.

According to Saville, the new version is distinguished by “subtle but necessary enhancements”. It is not just a refreshment but a visual base for future changes in production, technology, and digital environments. The same ideas have already caused identity revises of other car brands lately.

The company’s chief creative director Marek Reichman says the redesign process was quite complicated as the designers were adjusting every line in the new emblem, keeping in mind Aston Martin’s 109-year history.

More specifically, the design of the logo was somewhat simplified, drawn with bolder lines. The semicircular line was removed, while the Aston Martin nameplate was a bit enlarged, receiving an even green color instead of the previous gradient design. The company says that we’ll be able to see the new logotype on the hoods of the manufacturer’s next-gen cars which will represent the ultra-luxury performance class.