Graphic designer Peter Saville, who created Joy Division's 'Unknown Pleasures' album cover, was brought in to make the design sleeker.
“The Aston Martin wings update is a classic example of the necessary evolution of logotypes of provenance,” Saville said in a statement. “Subtle but necessary enhancements not only keep forms fresh, but allow for new technologies, situations and applications to be accommodated in the future. The process was one of clarifying and emphasizing the key feature of the Aston Martin marque.”
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.A new logo and slogan aren’t the only changes in store for Aston Martin. The company also announced a new reinvestment plan late last week,.
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