Aston Martin’s New Logo Looks a Lot Like the Old One, Thank Goodness

To build the current emblem, Aston hired British artwork director and graphic designer Peter Saville, a designer who rose to prominence performing album covers for bands like Pleasure Division and New Order at Factory Records. 

Which is right: The identical person accountable for the ultra-ubiquitous wave style and design on Unidentified Pleasures did the new Aston wings. 

“The Aston Martin wings update is a basic instance of the important evolution of logotypes of provenance,” Saville said in a statement. “Subtle but vital enhancements not only preserve varieties refreshing, but enable for new systems, scenarios and programs to be accommodated in the future. The system was one particular of clarifying and emphasizing the key feature of the Aston Martin marque.”

This hottest iteration of Aston’s wings loses a silver 50 %-circle all-around the Aston Martin wordmark and rounds off some of the edges. It can be refreshing and welcoming, but even now classy and recognizable as the Aston brand. Not substantially has modified! Yet again: phew.

Aston unveiled its new wings together with a new internet marketing force centered on the slogan “Depth. Pushed.”  

One particular of the small films they introduced accompanying the new brand name press even exhibits off the method of making the winged symbol that will go on new Aston cars and trucks. Each badge is hand-crafted by Vaughtons, a 203-yr-previous silversmith company in Birmingham also recognised for creating the medals for the 1908 Olympics as perfectly as the Football Affiliation Cup.

Aston’s new emblem formally debuts on its F1 vehicles this weekend at the French Grand Prix. Aston’s F1 cars and trucks will also have Aston’s original button logo on the nose of its autos this weekend to rejoice the 100th anniversary of its to start with Grand Prix race entry. We are going to start out to see it on new automobiles commencing with the following-era Vantage, DB11 and DBS, for each Autocar. 

Aston’s conveniently recognizable wings appear as a huge relief provided that the pattern of simplifying automaker logos has been combined. The types that stay closest to the first, like these new Aston wings and Volkswagen’s monochrome update of its legendary round VW, are wonderful. We’ve acquired a large amount of duds out there, though. Volvo’s not long ago reworked brand is not negative, but feels hollow with its wordmark floating in a circle. BMW ditching the white band all over its flattened roundel feels far more complex than leaving it there as one particular piece, negating the total place of the minimalism trend. Cadillac curiously ditched shade from its crest solely, and never get me started off on GM’s “rejected Y2K WordArt” vibe, either. It truly is a forgettable brand, and tricky to study, as well. 

So, there are a great deal of good reasons to fear each time any individual announces a new symbol. It often feels a minimal pointless on the customer end—as in, any difficulties with your vehicles were not with the brand. But if it by some means conjures up the wonks at Aston Martin to hold producing wonderful autos, we are for it.