Posted 20.12.22

Published by Simon in the “Industry News” category

Aston Martin reveals new logo

Legendary British Graphic Designer Peter Saville has updated the winged Aston Martin logo in a bid to attempt to boost its appeal among younger people, it is the first update to the Warwickshire-based company's marque since 2003.

Peter Saville CBE came to prominence for the many record sleeves he designed for Factory Records, which he co-founded in 1978 alongside Tony Wilson and Alan Erasmus.

Saville went on to create the artwork for musicians represented by Factory Records, including rock band Joy Division and Roxy Music.

His most iconic cover is widely regarded as Joy Division's 1979 album Unknown Pleasures, a diagram of pulses taken from an astronomy encyclopedia.

Aston Martin commissioned Saville to redesign their logo which remains very similar to the previous one, with the most noticeable change the removal of a semi-circular line running through the wings and small update to the typography.

"The Aston Martin wings update is a classic example of the necessary evolution of logotypes of provenance," said 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 emphasising the key feature of the Aston Martin marque."

"I was a little bit critical of the wings," Saville said at the time. "I thought, the cars are getting more and more modern but the wings still look a little bit mid-century."

Aston Martin was founded in 1913 and has updated its logo eight times. It made a foray into architecture in 2020, working with US studio S3 Architecture to build an angular house in Hudson Valley and later partnering with David Adjaye.

Aston Martin said the rebrand forms part of a new identity concept it calls "Intensity. Driven" which seeks to highlight its vehicles' reputation for combining speed and power with a sophisticated aesthetic and commitment to craftsmanship.

Aston has made a short film to demonstrate the idea, showing visualisations of a driver's pupil dilation and heart rate while doing high-speed laps in an Aston Martin Valkyrie hypercar.

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