Aston Martin hope’s a little freshening up will help change its fortunes. The storied British marque unveiled a new version of its winged logo on Wednesday. The automaker is also rolling out a new streamlined slogan it hopes will appeal to a new audience.
Aston Martin enlisted legendary art director and graphic designer Peter Saville—who’s responsible for some of the most iconic album covers of all time—to reimagine its logo for the first time since 2003. He looked to simplify the emblem, thickening the line work, getting rid of a U-shaped line that ran below the brand’s name, and swapping out the font for one that’s more robust.
You won’t have to wait long to see it, either. The brand says it will make its debut on its Formula 1 car at this weekend’s French Grand Prix. It will also adorn the company’s next generation of sports cars. Aston Martin’s logo isn’t the only aspect of the brand’s identity that it’s trying to simplify. It has also launched a new motto: “Intensity. Driven.” The marque hopes that the direct, two-word tagline will help it attract a new and younger audience while remaining true to its core values
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