Aston Martin uncovers redesigned logo in new campaign

MANILA: Aston Martin's iconic wings are flying toward an “intense” new era as the British ultra-luxury brand launched a new creative strategy and global marketing campaign.

The creative identity celebrates Aston Martin's position as a producer of the most immaculately enjoyable performance cars and is focused on the brand idea “Intensity. Driven.” Aston Martin's creative identity builds on its strong, established reputation for fusing exquisite craftsmanship and elegant design with high-octane emotion and intense driving pleasure, as defined by jaw-dropping new models like the DBX707, V12 Vantage, and the incomparable Aston Martin Valkyrie.

“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 maximize our unique position at the cutting-edge of ultra-luxury and high performance,” Aston Martin Global Marketing and Communications Head Renato Bisignani stated. “Retaining the elegance and sophistication that our brand and products are revered for worldwide, this emotionally led creative direction dials up the bolder, edgier, and more intense characteristics that have always underscored Aston Martin. While engaging our fiercely loyal customer base, we believe this new dimension will capitalize on the growing demand from a new generation of Aston Martin customers, with more than 60% of our current sales new to the brand.”

The strategic transformation reinforces Aston Martin's position at the forefront of the performance ultra-luxury segment and represents the brand's biggest investment in more than 10 years. It strengthens Aston Martin's core values while expanding its appeal to a wider, more upscale global audience that the brand has strategically targeted.

The dramatic revamp also incorporates a modern update to the iconic wings, which was produced by the manufacturer's renowned design function in partnership with British art director and graphic designer Peter Saville.

“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,” Aston Martin Executive Vice President and Chief Creative Officer Marek Reichman said. “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 jewelry quarter, is a proud moment for everyone involved. It's the first step to the wings taking center stage on our next generation of ultra-luxury performance sports cars.”

Meanwhile, Saville said, “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.”

The next generation of Aston Martin sports cars will sport the new wings design, which is handcrafted by artisans in Birmingham's jewelry district. The new wings will be used to further emphasize Aston Martin's focus on ultra-luxury, performance, and driving intensity.

It is only the eighth time in Aston Martin's 109-year history that the brand has undergone a major update. To celebrate the launch, Aston Martin has released behind-the-scenes photos of the unique jewelling process at the Vaughtons studio in Birmingham, the 203-year-old silversmiths company famous for creating the Football Association Cup and medals for the 1908 London Olympics.

The new wings will be featured on the Aston Martin Aramco Cognizant F1 Team's livery for the French Grand Prix this weekend. In honor of the 100th anniversary of its inaugural Grand Prix entry, Aston Martin will symbolically race with its original button logo on the nose of its cars, reflecting the brand featured on its first Grand Prix entries in 1922.

A thrilling short film starring all five of the latest high-performance production cars from Aston Martin brings “Intensity. Driven.” to life. It illustrates the stimulating physiological effects of driving an Aston Martin and the connection drivers have with their cars, with sensorial data visualizations of pupil dilation and heart rate obtained through biometric testing during exhilarating high-speed laps in an Aston Martin Valkyrie.

Additionally, high-impact social, digital, and print assets will be released worldwide. These assets will highlight Aston Martin's commitment to craftsmanship, attention to detail, and competitive performance through vivid imagery and sophisticated, evocative short and long form copy.

Photos from Aston Martin

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