Aston Martin has revised its famous winged badge as the automaker prepares to enter a new era defined by electrified vehicles, as well as new management and ownership structures.
The newly designed, hand-enamelled, emblems will be hand-crafted by artisans at Vaughtons studio in Birmingham’s jewellery quarter and make their debut on Aston Martin’s next-generation sports cars. The company posted behind-the-scenes photos of the logo taking shape at the 203-year-old silversmith firm; the same firm renowned for crafting the Football Association Cup and medals for the 1908 London Olympics.
Aston Martin says that its new emblem will find its way into “next generation sportscars”, with the current lineup remaining unchanged. A graphic reinterpretation of the new emblem will appear in the livery of the Aston Martin Aramco Cognizant F1 single-seaters in the French Grand Prix, just in time for the 100th anniversary of Aston Martin’s first F1 entry.
In addition to the new logo, the British manufacturer also presents its new motto – Intensity. Driven. The slogan is brought to life through a short film which features all five of the company’s current sports cars. As part of a new marketing campaign, Aston Martin will also release a series of social, digital, and print assents.
An Aston spokesman added that the logo is “celebrating the company’s position as makers of the most exquisitely addictive performance cars”.
The move comes just a week after Saudi Public Investment Fund (PIF) bought a 16.7% share in the firm as part of a £78 million deal, which also gave it two non-executive director seats on Aston’s board.