Aston Martin Zooms Into New Era With First Updated Wing Logo Since 2003
By Alexa Heah, 21 Jul 2022
As one of the foremost luxury automakers in the world, there’s something so iconic about Aston Martin’s iconic wing logo, having first appeared all the way back in 1932.
Now, nearly a decade after its last major update, the marque has been tweaked once more with a contemporary, radical redesign, in collaboration with acclaimed British art director and graphic designer Peter Saville.
At first look, the logo doesn’t look dissimilar to its earlier iteration, though upon closer inspection, it appears the semi-circle within the design has been removed for a simpler, sleeker appeal.
“The Aston Martin wings updated is a classic example of the necessary evolution of logotypes of provenance,” quipped Saville.
“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,” he added.
According to the press release, the physical iteration of the new logo will be hand-crafted by artisans in Birmingham’s jewelry quarter, and will appear for the first time on the brand’s next generation of sports cars.
Additionally, to celebrate the brand’s new direction, and the 100th anniversary of its first Grand Prix entry, the Aston Martin Armco Cognizant F1 Team will display the updated wings on its livery for this year’s French Grand Prix.
“As we approach an exciting moment of product evolution, the design of the new wings was no different. Every millimeter of each line—of each shape within the new wings, are drawn from the depths of our 109-year Aston Martin creative wellspring,” remarked Marek Reichman, Executive Vice President of Aston Martin.
“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.”
Take a look at the evolution of the logo throughout the years below.
[via Aston Martin]
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