Aston Martin has revealed its new creative identity, designed in collaboration with Peter Saville.
The former Creative Director for Manchester and designer behind Factory Records’ iconic covers has updated the car manufacturers’s historic wing motif.
Its part of the largest investment in the company’s brand for more than a decade as it seeks to appeal to new audiences. The new brand positioning will be supported by a global marketing campaign entitled Intensity. Driven.
“Because we are designing to make people fall in love, to connect with the hearts and minds of our customers, every object we design at Aston Martin has deep meaning and intention and is created with honesty and emotion,” explained Marek Reichman, Executive Vice President and Chief Creative Officer of Aston Martin.
“As we approach an exciting moment of product evolution, the design of the new wings was no different. Every millimetre of each line – of each shape within the new wings, are drawn forward from the depths of our 109-year Aston Martin creative wellspring.
“Adding Peter Saville, an icon in British graphic design and an inspirational creative figure to me personally, took our exploration and evolution of the wings to another level. And now, to see this new identity, hand-crafted in physical form at Birmingham’s jewellery quarter, is a proud moment for everyone involved. It’s the first step to the wings taking centre stage on our next generation of ultra-luxury performance sports cars.”
This is only the 8th time in Aston Martin’s 109 year history that the marque has been significantly “adjusted.” The new wings will be hand-crafted in Birmingham’s jewellery quarter.
