Driven.’ marks the next phase in our evolution of the Aston Martin brand, as we unleash its global potential and maximise our unique position at the cutting-edge of ultra-luxury and high performance,” said Renato Bisignani, head of global marketing and communications for Aston Martin. “Building on our return to the pinnacle of motorsport in Formula One, the launch of ‘Intensity. The new logo, which will feature on the next generation of Aston Martin sportscars, will debut on the livery of the Aston Martin Aramco Cognizant F1 Team at the French Grand Prix on Sunday (Jul 24).Īnd to celebrate the 100th anniversary of the manufacturer’s first Grand Prix entry, Aston Martin will also symbolically race with its original button logo on the nose of its cars, mirroring the marque featured on its first Grand Prix entries in 1922. This strategic repositioning and new brand identity also signals the largest investment in the Aston Martin brand that the company has made in more than a decade. “We did think about it: Do we do something radical but risk losing the benefit of history? Of course, we don’t want to look backwards but we have 109 years of heritage and it’s a foundation to look forward from, so the decision was made to make an evolution, not a total revolution.” So in terms of what the company stands for, it’s very much the same and the wings reflect that,” he said. “Yes, we’re bold with our new brand messaging and marketing campaign, but the company is still the same and from Day One, Bamford & Martin (Aston Martin’s founders) made cars for racing and today, we still make cars that race in F1. And if you have a brand with a 109-year history, then you need to cherish that as well,” Reichman said. So why not design a radically new logo to complement the new, edgy creative identity? Driven.” that’s a step in a much bolder direction than the brand has ever been. The refreshed logo is also part of a larger, new creative campaign titled “Intensity. The process was one of clarifying and emphasising the key feature of the Aston Martin marque subtle but necessary enhancements that keep forms fresh.” Weighing in on the final design, Saville said: “The Aston Martin wings update is a classic example of the necessary evolution of logotypes of provenance. This logo update – only the eighth in Aston Martin’s 109-year history – was created in collaboration with acclaimed British art director and graphic designer Peter Saville. And if you now look back at the old wing – which is a great exercise to do – the old one looks really old,” he noted. These finer details are incredible changes that appear imperceptible, but your mind does actually see them. “The graphic language of the script is also new we created our own new version of the old script, and even the spacing of the wording has been slightly adjusted as well. The typeface of the “Aston Martin” wordmark has also been changed.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |