Aston Martin reveals new logo and brand slogan

Aston Martin reveals new logo and brand slogan

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As the first significant update since 2003, and only the eighth time in Aston Martin's 109-year history since the logo has been enhanced, the Gaydon-based marque has unveiled its brand new logo.

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The new logo has been subtly changed, thanks to the omission of the U-shaped line, and modifications to the font and thickness of the lines in the wing design. British art director and graphic designer, Peter Saville collaborated on this redesign.

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The new Aston Martin insignia also comes with a new slogan; 'Intensity. Driven' which is brought to life via a short film, featuring all five current high-performance production models in the brand's stable.

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"Whilst engaging our fiercely loyal customer base, we believe this new dimension will capitalise on the growing demand from a new generation of Aston Martin customers, with more than 60% of our current sales new to the brand," says Renato Bisignani, Head of Global Marketing and Communications at Aston Martin.

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The new wing design has been hand-crafted by artisans in Birmingham's jewellery quarter and the next generation of the brand's sports cars will feature the new logo. Aston Martin isn't making any mentions of the models, but we know it'll launch a range of sports cars in the near future.

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For now, the Aston Martin Aramco Cognizant F1TM Team will feature the new wings as part of its livery for the French Grand Prix taking place this weekend.

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