Aston Martin has updated its branding, adapting the 95-year-old wing logo with what Peter Saville describes as “subtle but necessary enhancements”. When you think of iconic automobile badges, many will undoubtably spring to mind. Such as Audi’s four interlinking circles; Volkswagen’s ‘V’ over ‘W’ circular…
Aston Martin has updated its branding, adapting the 95-year-old wing logo with what Peter Saville describes as “subtle but necessary enhancements”.
When you think of iconic automobile badges, many will undoubtably spring to mind. Such as Audi’s four interlinking circles; Volkswagen’s ‘V’ over ‘W’ circular emblem; Peugeot’s lion; Ferrari’s prancing horse; and of course, Aston Martin’s unmistakable wings. Yet, like most great brands – the logo has evolved over time. Some are even so far from the original, that you’d be forgiven for thinking that you’re looking at two completely different brands – when you compare its first and last brandmark. 
Aston Martin’s logo began life back in 1920. And it, like many, was a million miles away from the newly designed emblem. In fact, it looked more like Volkswagen’s badge – it was an interlinking ‘A’ and ‘M’ inside the shape of a circle.
The iconic ‘wings’ logo has been synonymous with Aston Martin since 1927. And it’s only recently undergone its latest iteration, with the previous being created in 2003. Including the latest wings motif – by prolific designer and art director, Peter Saville – and over the last 100 years, Aston Martin’s wings have seen seven updates.
Simplicity (and subtlety) is a sign of the times.
Like so many brandmarks these days – less is more. Less is cooler. Less is simply more memorable. Think Nike, Apple, Starbucks, Disney, Shell, Amazon, Ikea… even the list is almost end-less. So, it’s no surprise that Aston Martin followed suit. And such a prestigious brand required one of the world’s most sought after brandmark-making designers. Or as Peter Saville, the man himself, humbly describes it:
“Subtle but necessary enhancements not only keep forms fresh, but allow for new technologies, situations and applications to be accommodated in the future.”
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For numerous brands, the way forward is quite simply – making things simpler.
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