Shortly after being bolstered with a large financial injection, Aston Martin has revealed a redesigned version of its iconic wings logo.
The updated badge is part of a new strategy and global marketing campaign to further accelerate the luxury British brand’s growth among new audiences. It follows Aston Martin last week announcing a capital raising that will see Saudi Arabia’s Public Investment Fund (PIF) become its second-largest shareholder with an almost 17% stake.
The redesign is in collaboration with British art director and graphic designer Peter Saville. In physical form, the new wings design is handcrafted 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 significantly adjusted.