Aston Martin updates its logo

Aston Martin has given its iconic wings badge a revamp, altering its design for only the eighth time in its 109-year history.

It's the first major update since 2003 and is set to be used on the brand's next generation sportscars.

The radical redesign was undertaken by the manufacturer’s own designers in collaboration with acclaimed British art director and graphic designer Peter Saville, before being crafted through a unique jewelling process at Vaughtons studio in Birmingham, UK – the 203-year-old silversmiths firm famed for crafting the Football Association Cup and medals for the 1908 London Olympics.

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“The Aston Martin wings update is a classic example of the necessary evolution of logotypes of provenance," Peter Saville said.

“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.”

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Marek Reichman, Executive Vice President and Chief Creative Officer of Aston Martin, said: “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.

“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.”

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The new emblem comes as part of Aston's strategic repositioning and largest investment in the brand for more than a decade as it attempts to appeal to a wider, affluent global audience.

According to Aston, more than 60 per cent of its current sales are from customers who are new to the brand.

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This weekend, the Aston Martin Aramco Cognizant F1TM Team will feature the new wings on its livery for the French Grand Prix.

Celebrating the 100th anniversary of the brand’s first Grand Prix, Aston Martin will symbolically race with its original button logo on the nose of its cars, mirroring the marque featured on its first entry in 1922.