Aston Martin has revealed a new logo that will now feature on the brand’s upcoming range of cars. The new logo marked just the eighth time the English brand updated its crest in its its 109-year history. The new logo is also accompanied by a new brand slogan - “Intensity. Driven.” The carmaker says that the new brand slogan celebrates history of manufacturing luxurious and sophisticated models that offered “intense driving pleasure” and its position “as makers of the most exquisitely addictive performance cars.”
Taking a closer look at the logo, Aston has deleted the semi-circular design element that previously featured around the Aston Martin branding while the number of lines extension outward of the central letting have been reduced to 20 from 21. The lines also appear to be more prominent with the central Aston martin branding on the crest appearing to be larger as well.
Old brand crest has slimmer lines and a semi-circular line around the Aston Martin branding
“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,” said Aston Martin Executive Vice president and Chief Creative Officer Marek Reichman.
“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,” he added.
The evolution of the Aston Martin logo through the brand's history.
The new logo will make its debut on the Aston Martin Aramco Cognizant F1 car livery at the upcoming French Grand prix. The new logo will be a part of the race car’s livery though the car’s nose will bear the brand’s original button logo to commemorate the 100th anniversary of the brand’s first F1 race entry.
Aston Martin has confirmed that the new crest will go no to feature on the company’s next generation of roads cars.
The luxury carmaker recently revealed its electrification plans with a goal to offer electrified powertrains across its entire portfolio from 2026. The company is also expected to stop developing new combustion engine models by the end of the decade. The first hybrid from the brand is set to be the Valhalla which is due to arrive in 2024.
