Aston Martin races off with new branding and iconic wings

Aston Martin has raced off with a new creative brand strategy "Intensity. Driven" and iconic wings logo. This is accompanied by a global marketing campaign and is the largest investment in Aston Martin's brand for more than a decade.

"Intensity. Driven" is a creative identity that builds on Aston Martin's established reputation for combining luxurious craftsmanship and sophisticated design with high-octane emotion and intense driving pleasure. According to the brand, the new brand positioning builds on Aston Martin’s growing appeal to a wider, affluent global audience strategically targeted by the brand, whilst underpinning its core values.

Meanwhile, Intensity. Driven is brought to life in a short film featuring all five of Aston Martin’s current high-performance production models. Conveying the feeling of driving and the emotional connection drivers have with their cars, the film showcases the stimulating physiological effects of driving an Aston Martin, with sensorial data visualisations of pupil dilation and heart rate obtained through biometric testing during thrilling high-speed laps in an Aston Martin Valkyrie.

A series of social, digital, and print assets - featuring evocative imagery and emotive, sophisticated short and long-form copy celebrating Aston Martin’s passion for craftsmanship, attention to detail and winning performance - will also be released globally.

The redesign also includes a contemporary update to the iconic wings, created by the manufacturer’s design function in collaboration with British art director and graphic designer Peter Saville. In physical form, the new wings design is hand-crafted by artisans in Birmingham’s jewellery quarter and will be applied for the first time on Aston Martin’s next generation of sports cars. According to the brand, this further enhances Aston Martin’s focus on ultra-luxury, performance and driving intensity. It is the first major update to the marque since 2003 and only the eighth time in Aston Martin’s 109-year history that it has been significantly adjusted.

The new wings will be used on the livery of the Aston Martin Aramco Cognizant Formula One Team during the French Grand Prix this weekend. To celebrate the 100th anniversary of the brand's first Grand Prix entry, Aston Martin will also race with its original button logo on the nose of its cars, mirroring the marque featured on its first Grand Prix entries in 1922. MARKETING-INTERACTIVE has reached out to Aston Martin for additional information on the rebranding.

Renato Bisignani, head of global marketing and communications at Aston Martin, said: "Building on our return to the pinnacle of motorsport in Formula One, the launch of Intensity. Driven. marks the next phase in our evolution of the Aston Martin brand, as we unleash its global potential and maximise our unique position at the cutting-edge of ultra-luxury and high performance."

While engaging Aston Martin's loyal customer base, the brand believes this new dimension will capitalise on the growing demand from a new generation of Aston Martin customers, with more than 60% of its current sales new to the brand.

At the same time, Marek Reichman, EVP and CCO of Aston Martin, said: "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."

Meanwhile on the F1 front, the Aston Martin Aramco Cognizant Formula One Team named Hugo Boss its official fashion partner. Beginning 2023, the German manufacturer will design and develop looks for the F1 team – including formal apparel for its race drivers and a range of high-performance race and travel wear for the entire team.

The official team kit and travel styles will feature signature Boss styling: combining iconic branding, premium materials, streamlined shapes, and sleek, minimal detailing. The partnership is set to explore and extend its collaboration beyond the track. In one of its first initiatives, it will jointly develop a limited-edition capsule collection featuring modern performance wear, due to be released in 2023.

In addition, the Boss name returned to the F1 scene when its logos were featured on the Aston Martin Racing 22’s bodywork during British Grand Prix earlier this month. According to Boss, it made the decision to return to F1 after carefully considering the steps the championship has announced towards reducing its global environmental impact.

In addition to its ongoing adoption of hybrid technology, F1 is set to introduce a 100% sustainable fuel in 2026 and has announced plans to be a net-zero carbon sport by 2030 through credible offsets and breakthrough CO2 sequestration programmes.

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