Aston Martin just changed its logo, but will anyone notice?
It turns out that similar-looking automobiles are not limited to Aston Martins. The iconic British company has spent a lot of money creating a new logo replicating the old one as it receives a billion-dollar bailout. Aston Martin has updated its recognizable wings logo for the first time in nearly two decades, though even car enthusiasts might find it difficult to distinguish the changes.
The legendary British brand revealed a “bold new creative identity” this week, shortly after disclosing it had received a sizeable $1.1 billion investment from the Public Investment Fund of Saudi Arabia, possibly to divert attention from its financial difficulties.
The Saudi investment will aid in creating new models, such as the Valhalla plug-in hybrid supercar, and cover Aston Martin’s growing debt, which, based on the corporation’s own reporting, is close to $1 billion.
The hand-enamelled wings logo will be updated on Aston Martin’s upcoming sports cars as part of the company’s new “strategic repositioning.” At the French Grand Prix on July 24, the updated logo will make its official debut on the Aston Martin F1 team’s livery. The image makeover represents the brand’s first upgrade since 2003 and the eighth time the logo has undergone a substantial change in Aston Martin’s history of 109 years.
It’s interesting to note that the eight logo alterations have come after tough financial times for the business, frequently right before the company filed for bankruptcy. In 1920, 1927, 1930, 1932, 1954, 1984, 2003, and 2022, new logos were introduced.
The most recent logo redesign was done by the internal design team at Aston Martin, under the direction of British art director and graphic designer Peter Saville. The physical badges will be made by skilled workers in Birmingham’s jewelry district.
The new logo is a deviation from the initial Aston Martin logo, which was first used in 1920 and featured a circular design incorporating the letters “A” and “M,” even though it is not significantly different from its forerunners.
Once the name “Aston Martin” was reconfigured into a deep V shape, the marque adopted the wings motif for the first time in 1927. The company unveiled a more recognizable version of the current logo in 1932, one that was modeled after the scarab beetles of ancient Egypt, which were thought to represent “new beginnings.”