As the carmaker is ready to usher in a new era characterized by electric vehicles as well as new management and ownership structures, Aston Martin has updated its renowned winged emblem.
The updated badge is an evolution of one that was initially unveiled in 1932. It differs from the present badge in that there is no ring around the word "Aston Martin," and some of the lines have more curvature.
The updated layout, created by graphic artist Peter Saville, is intended to seem more lively. The modification coincides with the debut of a new advertising campaign by Aston Martin that aims to capture the feeling of operating one of the company's automobiles.
Since the 1960s, Aston Martin badges have been created by Vaughtons, a 203-year-old business that also made the badges for the first-class rooms on the Titanic. The lengthy procedure is primarily carried out by hand.
The redesigned versions of Aston Martin's front-engine sports vehicles that go on sale in 2023 will be the first to carry the new winged logo. The Aston Martin F1 team will display the logo on its vehicles together with Aston Martin's iconic button badge to honor 100 years since Aston Martin's first grand prix entry in 1922, but a glimpse will already be available during this weekend's French Grand Prix.
Aston Martin announced a rights issuance and a sizable investment from Saudi Arabia's Public Investment Fund sovereign wealth fund earlier in July to finance its new era. The Middle Eastern nation is now the second-largest stakeholder in Aston Martin.
The CEO and chief technology officer posts of Aston Martin have both been filled by former Ferrari executives, and the company is now working on its first plug-in hybrid and electric vehicles.