Aston Martin Reveals a Remarkable Rebranding with a New Iconic Wings Logo

As part of a strategic repositioning to accelerate the company's growth and attract new audiences, Aston Martin has announced a radically new brand strategy and worldwide marketing campaign. As seen by previous models such as the DBX707, V12 Vantage, and Aston Martin Valkyrie, the new brand identity builds upon Aston Martin's well-established reputation for blending luxurious craftsmanship and sophisticated design with exceptional driving pleasure.

Intensity. Driven. highlights the emotional intensity of driving an Aston Martin and the reinfusion of its performance DNA.

20 July 2022, UK, Gaydon: The British ultra-luxury company Aston Martin is launching a daring new creative brand strategy and worldwide marketing campaign to further accelerate its development among new audiences.

Celebrating the company's position as the manufacturer of the most beautifully addicting performance automobiles and centred on the brand concept Intensity. Driven. The creative identity builds on Aston Martin's well-established reputation for combining luxurious craftsmanship and sophisticated design with high-octane emotion and intense driving pleasure, as exemplified by breathtaking new models such as the DBX707, V12 Vantage, and the uncompromising Aston Martin Valkyrie.

The strategic repositioning is the greatest investment in Aston Martin's brand in over a decade and enhances its position at the top of the performance ultra-luxury market. It expands Aston Martin's appeal to a larger, more wealthy global audience, which is carefully targeted by the brand, and reinforces its essential principles.

In addition to the new visual and linguistic statement, the dramatic overhaul incorporates a modern update to the iconic wings, designed by the manufacturer's world-famous design function in partnership with renowned British art director and graphic designer Peter Saville.

The new wings are hand-crafted by craftsmen in Birmingham's jewellery area and will be used for the first time to Aston Martin's next generation of sports vehicles, which will further emphasise ultra-luxury, performance, and driving intensity.

It is just the fourth time in Aston Martin's 109-year existence that the brand has undergone a substantial redesign. Aston Martin has published behind-the-scenes images of the unique jewelling process at Vaughtons studio in Birmingham, the 203-year-old silversmiths business renowned for making the Football Association Cup and medals for the 1908 London Olympics.

This weekend at the French Grand Prix, the Aston Martin Aramco Cognizant F1TM Team will proudly debut its new wings. In commemoration of the 100th anniversary of the brand's first Grand Prix entry, Aston Martin will compete with its original button emblem on the nose of its vehicles, a nod to the badge that appeared on its first Grand Prix entries in 1922.

In a frantic short video, all five of Aston Martin's current high-performance production vehicles bring Intensity. Driven. to life. The film demonstrates the stimulating physiological effects of driving an Aston Martin, with sensorial data visualisations of pupil dilation and heartrate obtained through biometric testing during thrilling high-speed laps in an Aston Martin Valkyrie, the ultimate hypercar, to convey the sensation of driving and the emotional connection drivers have with their vehicles.

A range of high-impact social, digital, and print assets will also be published internationally, incorporating evocative imagery and emotional, smart short and long form writing reflecting Aston Martin's love for craftsmanship, attention to detail, and winning performance.

Renato Bisignani, Head of Global Marketing and Communications at Aston Martin, stated, "Building on our return to the pinnacle of motorsport in Formula One, the launch of Intensity. Driven. signifies the next stage in the evolution of the Aston Martin brand, as we unleash its global potential and maximise our unique position at the forefront of ultra-luxury and high performance.

This emotionally driven creative strategy ramps up the bolder, edgier, and more intense traits that have always defined Aston Martin, while retaining the elegance and refinement for which our brand and products are globally renowned.

"While engaging our fiercely loyal customer base, we think this additional dimension will capitalise on the rising demand from a new generation of Aston Martin consumers, with over 60% of our current sales being to new customers."

Marek Reichman, Executive Vice President and Chief Creative Officer of Aston Martin, said, "Because we are designed to help people fall in love, to connect with the hearts and minds of our clients, every thing we design at Aston Martin is produced with integrity and passion.

"As we approach an exciting time in the development of our product, the design of the new wings was no exception. Every millimetre of every line - every form inside the new wings is pulled from the 109-year creative wellspring of Aston Martin.

"The addition of Peter Saville, a legend of British graphic design and a creative inspiration to me, elevated our investigation and development of the wings to a new level. And today, seeing this new identity handcrafted in Birmingham's jewellery district is a moment of pride for everyone involved. It is the first step toward the wings of our next generation of ultra-luxury performance sports vehicles coming centre stage."

Peter Saville said, "The Aston Martin wings redesign is a perfect illustration of the required progression of logotypes of origin."

"Subtle but important modifications not only keep forms current, but also accommodate future technology, circumstances, and applications. The method consisted of elucidating and emphasising the primary characteristic of the Aston Martin brand."