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After announcing the arrival of a major new investor and presenting a redesigned electrification strategy, Aston Martin is taking a new turn and organizing a brand identity change.
Through its global marketing campaign “Intensity. Driven.” the British luxury carmaker Aston Martin revealed yesterday, Wednesday 20 July, a new creative brand strategy including a new visual identity. The campaign, which could be translated as “Intensity behind the wheel” , highlights “the emotional connection drivers have with their cars”, by bringing together mechanics and sensations behind the wheel.
New logo for Aston Martin
In order to accelerate its growth, especially with a younger audience, and to confirm its reputation as a manufacturer with luxurious know-how and sophisticated design, Aston Martin is beginning a strategic repositioning; initiated with the major Saudi investment.
In a bid to attract a wider and more affluent global audience, the company revealed that it has updated its iconic winged logo, through a visual and marketing campaign unveiled earlier this week.
The logo was notably imagined and overseen by renowned British art director and graphic designer Peter Saville. In its 109-year history, this is – only – the eighth time the Aston Martin logo has been redesigned and modernized.
“The Aston Martin wings logo update is a classic example of the necessary evolution of logotypes. Subtle but necessary improvements not only keep the shapes fresh, but also accommodate new technologies, situations and applications in the future. The process has been to clarify and emphasize the essential characteristic of the Aston Martin brand,” says Peter Saville.
However, the changes are subtle, he says: “Subtle but necessary improvements not only keep the shapes current, but also open the way for new technologies, situations and applications in the future.”
This eighth iteration was commissioned from Vaughtons Studio in Birmingham, England, a 203-year-old silversmithing company. The company is famous for making the Football Association Cup and the medals for the 1908 London Olympics. The wings appear more simplified, the lines thicker, as does the font of the brand name.
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Deciding to focus on ultra-luxury, performance and driving intensity, this new campaign adds to the one unveiled earlier: “Racing. Green.” With a rather explicit name, this strategy focuses on the long-term electrification of the entire core product line by 2030. The first electric model will be unveiled in 2025.
Aston Martin’s new visual identity will be on display this weekend at the 2022 French Formula 1 Grand Prix. The Aston Martin Aramco Cognizant F1 Team will proudly display the new wings of the manufacturer this Sunday, July 24.
Read also > ASTON MARTIN INCREASES ITS CAPITAL THANKS TO SAUDI ARABIA’S INVESTMENT
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After announcing the arrival of a major new investor and presenting a redesigned electrification strategy, Aston Martin is taking a new turn and organizing a brand identity change.
Through its global marketing campaign “Intensity. Driven.” the British luxury carmaker Aston Martin revealed yesterday, Wednesday 20 July, a new creative brand strategy including a new visual identity. The campaign, which could be translated as “Intensity behind the wheel” , highlights “the emotional connection drivers have with their cars”, by bringing together mechanics and sensations behind the wheel.
New logo for Aston Martin
In order to accelerate its growth, especially with a younger audience, and to confirm its reputation as a manufacturer with luxurious know-how and sophisticated design, Aston Martin is beginning a strategic repositioning; initiated with the major Saudi investment.
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After announcing the arrival of a major new investor and presenting a redesigned electrification strategy, Aston Martin is taking a new turn and organizing a brand identity change.
Through its global marketing campaign “Intensity. Driven.” the British luxury carmaker Aston Martin revealed yesterday, Wednesday 20 July, a new creative brand strategy including a new visual identity. The campaign, which could be translated as “Intensity behind the wheel” , highlights “the emotional connection drivers have with their cars”, by bringing together mechanics and sensations behind the wheel.
New logo for Aston Martin
In order to accelerate its growth, especially with a younger audience, and to confirm its reputation as a manufacturer with luxurious know-how and sophisticated design, Aston Martin is beginning a strategic repositioning; initiated with the major Saudi investment.
[…][/vc_column_text][vc_cta h2=”This article is reserved for subscribers.” h2_font_container=”tag:h2|font_size:16|text_align:left” h2_use_theme_fonts=”yes” h4=”Subscribe now !” h4_font_container=”tag:h2|font_size:32|text_align:left|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE !” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fsubscriptions-and-newsletter-special-offer-valid-until-september-30-2020-2-2%2F”]Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters…
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