Aston Martin rebrands to broaden appeal

Aston Martin has introduced a new badge for the eighth time in its 109-year history, with the latest version a simpler but bolder take on the British car-maker’s famous winged logo.

The new badge, which is the first redesign in nearly 20 years, features bigger and more prominent Aston Martin lettering and includes 22 ‘feathers’ in place of the previous badge’s 21.

Accompanying the updated emblem, Aston’s ‘Power, Beauty, Soul’ motto has been binned for ‘Intensity. Driven’ – a slogan that is claimed to connect and appeal with a younger audience.

Behind the scenes, Aston Martin says the arrival of the new branding coincides with the company’s “reinjection of its performance DNA”.

Some analysts suggest that refers to a deliberate move away from traditional GTs to more of an uncompromising hard-core line-up.

Witness the recent introduction of the Aston Martin DBX 707 SUV, V12 Vantage, Valkyrie hypercar and upcoming Valhalla, all of which are signs of the brand’s refocus on ultimate performance.

The new badging will first appear on Aston Martin’s F1 cars before rolling out on its next-generation models.

The original Aston Martin logo was first introduced in 1920 before being updated in 1927, 1930, 1932, 1954, 1984, 2003 and now 2022.

The new rebranding exercise follows the struggling car-maker raising an incredible $1.1b to stay afloat.

The new cash will be used to pay off a large portion of its existing debt and finance a raft of new models.

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