At first glance, the new Aston Martin logo is the same as the 2003 version. But a closer look will reveal the changes that the British auto brand hopes will give it a more modern, forward-facing look.
Subtle tweaks, significant changes
In a move that might bring relief to die-hard fans, Aston Martin has decided to keep the winged emblem that was first introduced in 1932. The solid green logo box that houses its name is also back, after disappearing from its lineup in 1972.
The curved line under ‘Aston Martin’ is gone, however, and the typeface has changed.
“Actually, it’s a lot more change than that,” offered Marek Reichman, executive vice president and chief creative officer of Aston Martin, in an interview. “It’s a lot of very refined changes: in terms of the proportionality of the ‘Aston Martin’ that’s embedded in the wing, and in terms of the forms and shapes of how the linework meets the edge of the wing. Part of the design brief was to change the logo but not have it be unrecognisable. So it’s very much an evolution; a simplification of the wing and what you now get is clarity.”
And clarity is definitely one word that fits the new logo, along with simplicity and bold minimalism (which Aston Martin was able to achieve by slightly thickening the lines)
For Aston Martin, the future is here
The auto brand isn’t just updating its logo for the fun of it: this change is part of a larger, new creative campaign titled ‘Intensity. Driven.’ that’s a step in a much bolder direction than the brand has ever been.
“Building on our return to the pinnacle of motorsport in Formula One, the launch of ‘Intensity. Driven.’ marks the next phase in our evolution of the Aston Martin brand, as we unleash its global potential and maximise our unique position at the cutting-edge of ultra-luxury and high performance,” said Renato Bisignani, head of global marketing and communications for Aston Martin.
“Our intent is to ensure that the image association – what Aston Martin stands for – is very clear in the hearts and minds of our customers and that is what has led us to the brand repositioning,” he added.
The new logo, designed in collaboration with acclaimed British art director and graphic designer Peter Saville, will feature on the next generation of Aston Martin sportscars and will make its debut on the livery of the Aston Martin Aramco Cognizant F1 Team at the French Grand Prix on Sunday, July 24, 2022.
And to celebrate the 100th anniversary of the manufacturer’s first Grand Prix entry, Aston Martin will also symbolically race with its original button logo on the nose of its autos, mirroring the marque featured on its first Grand Prix entries in 1922.