Aston Martin launches a bold new brand strategy and global marketing campaign to boost its growth amongst new audiences. The new creative identity builds on Aston Martin’s strong, established reputation for combining luxurious craftsmanship and sophisticated design with intense driving pleasure, as defined by new models such as DBX707, V12 Vantage and the Aston Martin Valkyrie.
The new brand strategy is the largest investment in Aston Martin for more than a decade. In addition to the new visual and verbal expression, the radical redesign includes a modern update to the iconic wings, created by the manufacturer’s design function in collaboration with acclaimed British art director and graphic designer Peter Saville. The new wings design is hand-crafted by artisans in Birmingham’s jewellery quarter and will be applied for the first time on Aston Martin’s next generation of sports cars.
It is the first major update to the marque since 2003 and only the eighth time in Aston Martin’s 109-year history that it has been modified. To celebrate the launch, Aston Martin has released behind-the-scenes photography of the unique jewelling process at Vaughtons studio in Birmingham, the 203-year-old silversmiths firm famed for crafting the Football Association Cup and medals for the 1908 London Olympics.
This weekend, the Aston Martin Aramco Cognizant F1TM Team will display the new wings on its livery for the French Grand Prix. Celebrating the 100th anniversary of the brand’s first Grand Prix entry, Aston Martin will race with its original button logo on the nose of its cars.
The British automaker has also unveiled a breathless short film that features all five of Aston Martin’s current high-performance production models. The video showcases the stimulating physiological effects of driving an Aston Martin, with sensorial data visualizations of pupil dilation and heart rate obtained through biometric testing during thrilling high-speed laps in an Aston Martin Valkyrie hypercar.
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