Aston Martin Unveils New Logo and Slogan

British automaker Aston Martin has revamped its iconic wings badge after a massive investment from Saudi Arabia’s sovereign wealth fund, which the company’s executive chairman Lawrence Stroll described as “a game-changing event” for the automaker.

This is only the 8th time in Aston Martin’s 109-year history that the logo has been revamped and the first major update since 2003. The new logo is set to be used on the brand’s next generation sports cars. Meanwhile the new emblem is accompanied by a new slogan – Intensity. Driven.

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 jeweling 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. According to Peter Saville:

“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 emphasizing the key feature of the Aston Martin marque.”

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