Aston Martin disclosed its recent insignia on Wednesday as part of an effort to reposition the trademark and attract a broader audience, and well, it closely resembles the previous one. Whew.
For many years, Aston Martin’s emblem has been among the most exquisite ones in the automobile industry—and beyond. Since 1927, Aston’s vehicles have sported some adaptation of a winged insignia, with the current scarab-beetle-inspired form of the logo originating in 1932. These wings have undergone subtle refinements multiple times since then, alterations that likely only design enthusiasts would detect, all the while the company amassed a global audience.
Aston Martin
To modernize the emblem, Aston enlisted British art director and graphic designer Peter Saville, a creator who gained fame for designing album covers for bands such as Joy Division and New Order at Factory Records.
Indeed: The same individual accountable for the widely recognized wave design on Unknown Pleasures handled the new Aston wings.
“The Aston Martin wings update is a classic example of the necessary evolution of trademarks with heritage,” Saville stated. “Subtle but essential enhancements not only maintain the forms’ vitality but also allow for potential incorporation of new technologies, circumstances, and applications. The process involved refining and emphasizing the key element of the Aston Martin emblem.”
This latest rendition of Aston’s wings omits a silver semi-circle around the Aston Martin logotype and softens some of the edges. It’s modern and approachable, yet still sophisticated and identifiable as the Aston emblem. Very little has changed! Once again: whew.
Aston unveiled its recent wings concurrently with a new promotional campaign centered around the motto “Intensity. Driven.”
As part of the new branding initiative, they also released a series of short films showcasing the production of the winged emblem that will adorn upcoming Aston vehicles. Each badge is meticulously crafted by Vaughtons, a 203-year-old silversmith company in Birmingham renowned for creating the medals for the 1908 Olympics and the Football Association Cup.
The new logo of Aston Martin makes its official debut on their Formula 1 cars at the upcoming French Grand Prix. In addition, Aston Martin’s F1 cars will also display the original button logo on their car noses during this period, commemorating the 100th anniversary of their inaugural Grand Prix race participation. This refreshing change will gradually extend to the future models like the next-generation Vantage, DB11, and DBS, as revealed by Autocar.
Amidst the ongoing trend of streamlining automaker logos, the distinctive wings of Aston Martin stand out as a reassuring and iconic symbol. While some brands have opted for simpler redesigns, such as Aston Martin with their updated wings and Volkswagen with a monochromatic twist to its classic circular VW emblem, not all redesigns have been successful. Brands like Volvo have reintroduced their logo with a wordmark floating within a circle, which lacks substance. BMW’s decision to remove the white band from its circular logo only complicates its design, contradicting the essence of minimalism. Furthermore, Cadillac’s colorless crest and GM’s outdated logo with a “Y2K WordArt” vibe are examples of uninspiring and difficult-to-decipher branding efforts.
Unveiling a new logo often sparks skepticism among consumers, as it seems superficial compared to the performance of the vehicles themselves. However, if this alteration motivates the designers at Aston Martin to continue creating exquisite automobiles, then it deserves attention and support.
Aston Martin
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