Following a somewhat mysterious teaser from earlier this week, Aston Martin unveiled a new brand logo. Coming just in time to celebrate a massive new investment from Saudi Arabia’s sovereign wealth fund, described by the company’s chief executive Lawrence Stroll as a “game-changing event” for the automaker, the new emblem is accompanied by a new slogan – Intensity. pushed.
The new logo marks the eighth time in the manufacturer’s 109-year history that the brand’s visual expression has been adjusted. In physical form, the new design is handcrafted by craftsmen in the Birmingham jewelery district. Its first official application to an Aston Martin product will be seen on the brand’s next-generation sports car, but there are no exact details surrounding that at this time.
But even before Aston Martin gets the new logo, the Aston Martin Aramco Cognizant F1 team will feature a new wing design on its livery during the French Grand Prix next weekend. However, on the front of the car, Aston Martin’s original button-up logo will be displayed, marking the 100th anniversary of the brand’s first Grand Prix entry.
“Because we were designed 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 intent and is crafted with honesty and emotion,” Marek Reichman, VP and CCO of Aston Martin , comment. “As we approach the exciting moment of product evolution, the new wing design is no different. Every millimeter of every line – of every shape within the new wing, drawn forward from the depths of our creative springs of Aston Martin 109 years.
In addition to the new logo, the British manufacturer also presented its new motto – Intensity. pushed. The slogan is realized through a short film (shown at the top of this article), which features all five of the company’s current sports cars. As part of the new marketing campaign, Aston Martin will also be releasing a range of social, digital and print approvals.