Luxury sports car brand Aston Martin has introduced a new ‘wings’ logo as part of a strategic repositioning effort that the British firm reckons will help it to connect with new audiences.

Centred around a concept dubbed “Intensity. Driven.”, the repositioning is said to be the largest investment in the company’s brand in over a decade.

As well as the refreshed visual and verbal expression, the redesign incorporates an update to the famous wings logo, which has been created in collaboration with well-known British art director and graphic designer, Peter Saville.

It represents the first significant update to the badge since 2003 and only the eighth time in the automotive brand’s entire 109-year history.

To feature on the Gaydon-headquartered firm’s next generation of sports cars, each new badge will be hand-crafted by artisans in Birmingham’s jewellery quarter.

“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,” says Marek Reichman, Aston Martin’s executive vice president and chief creative officer.

“As we approach an exciting moment of product evolution, the design of the new wings was no different. Every millimetre of each line – of each shape within the new wings, are drawn forward from the depths of our 109-year Aston Martin creative wellspring.

“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.”

“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 emphasising the key feature of the Aston Martin marque,” further comments Peter Saville.

Source: Aston Martin

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