Like many manufacturers before it, Aston Martin is changing its logo to announce a “new era” of electrification. But we can say that the change is not radical.
In recent years, there has been a major change in the visual identity of major brands (and not just in the automotive industry!). This “flat design” trend, with more streamlined logos, even replaced by a full-letter badge, notably concerns Renault and Peugeot, which recently changed their emblems. Aston Martin is also announcing a major visual change this year. Let’s be clear: this is not a revolution.
Few changes in 109 years
Aston Martin is more of the loyal and conservative type. The Gaydon brand has changed its logo seven times in its 109 years of existence, but we can rather count three distinct types of emblems. The first, in 1920, consisted of the letters A and M embedded. Later, in 1927, the idea of a crest in the shape of wings comes up even if we notice this time that the name is spelled out. The evolution of the logo is very slight in 1930, but much more important in 1932 with the arrival of the third type of logo, very close to the one we know.
The famous wings, designed by SCH Davis, were inspired by the scarabs of Egyptian mythology, which at the time represented a “new beginning”. Over the years, the logo has been modernized and simplified with the disappearance of superfluous lines. In 2003, the logo evolves once again and makes sure to better align the stripes for more consistency. This is the last notable evolution of the badge for the English manufacturer.
The evolution of the Aston Martin logo since 1920.
Simplification and modernization
Almost ten years later, Aston Martin has therefore decided to lift the veil on a new version of the logo. It is rather an umpteenth evolution of the logo created in 1932. The lines are again simplified, with the disappearance of the large curve that framed the Aston Martin name on the top of the badge. From now on, the surname of the brand is slightly enlarged, even if it is still included in a box.
Aston Martin claims the logo was redesigned with the help of English graphic designer and art director Peter Saville. The crafting of this logo is handmade by artisans in the jewelery district of Birmingham, UK. To prove it, the British manufacturer reveals behind the scenes of the manufacture of a badge by the manufacturer Vaughtons, an English company specializing in the creation of pins, badges and other medallions for 203 years. It is also this craftsman who made the medals for the London Olympics in 1908. We discover the technique used for molding and filling in order to obtain the right colors: white for the wings and dark green for the box.
First appearance at the French GP
This new logo will of course be affixed to all the brand’s future sports cars. Aston Martin adds that the badge will be visible on the bodywork of its single-seaters during the F1 Grand Prix de France, the weekend of July 23 and 24. And to celebrate the centenary of the brand’s commitment to a grand prix, the nose of the vehicles entered by the Aston Martin Aramco Cognizant team will symbolically bear the brand’s very first logo, as during the first participation of the English in 1922.
Photos : Aston Martin
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Like many manufacturers before it, Aston Martin is changing its logo to announce a “new era” of electrification. But we can say that the change is not radical.
In recent years, there has been a major change in the visual identity of major brands (and not just in the automotive industry!). This “flat design” trend, with more streamlined logos, even replaced by a full-letter badge, notably concerns Renault and Peugeot, which recently changed their emblems. Aston Martin is also announcing a major visual change this year. Let’s be clear: this is not a revolution.
Few changes in 109 years
Aston Martin is more of the loyal and conservative type. The Gaydon brand has changed its logo seven times in its 109 years of existence, but we can rather count three distinct types of emblems. The first, in 1920, consisted of the letters A and M embedded. Later, in 1927, the idea of a crest in the shape of wings comes up even if we notice this time that the name is spelled out. The evolution of the logo is very slight in 1930, but much more important in 1932 with the arrival of the third type of logo, very close to the one we know.
The famous wings, designed by SCH Davis, were inspired by the scarabs of Egyptian mythology, which at the time represented a “new beginning”. Over the years, the logo has been modernized and simplified with the disappearance of superfluous lines. In 2003, the logo evolves once again and makes sure to better align the stripes for more consistency. This is the last notable evolution of the badge for the English manufacturer.
The evolution of the Aston Martin logo since 1920.
Simplification and modernization
Almost ten years later, Aston Martin has therefore decided to lift the veil on a new version of the logo. It is rather an umpteenth evolution of the logo created in 1932. The lines are again simplified, with the disappearance of the large curve that framed the Aston Martin name on the top of the badge. From now on, the surname of the brand is slightly enlarged, even if it is still included in a box.
Aston Martin claims the logo was redesigned with the help of English graphic designer and art director Peter Saville. The crafting of this logo is handmade by artisans in the jewelery district of Birmingham, UK. To prove it, the British manufacturer reveals behind the scenes of the manufacture of a badge by the manufacturer Vaughtons, an English company specializing in the creation of pins, badges and other medallions for 203 years. It is also this craftsman who made the medals for the London Olympics in 1908. We discover the technique used for molding and filling in order to obtain the right colors: white for the wings and dark green for the box.
First appearance at the French GP
This new logo will of course be affixed to all the brand’s future sports cars. Aston Martin adds that the badge will be visible on the bodywork of its single-seaters during the F1 Grand Prix de France, the weekend of July 23 and 24. And to celebrate the centenary of the brand’s commitment to a grand prix, the nose of the vehicles entered by the Aston Martin Aramco Cognizant team will symbolically bear the brand’s very first logo, as during the first participation of the English in 1922.
Photos : Aston Martin
Also read on Auto-Moto.com:
Aston Martin DBX707 test: our impressions behind the wheel
Aston Martin V12 Vantage (2022): prices, info and official photos
Aston Martin Vantage AMR test: the leverage effect
