It’s blink-and-you’ll-miss-it subtle, the differences to Aston Martin’s new logo. To the untrained eye, that is.
Less apparent, however, are the delicate refinements that altogether evoke a sense of greater modernity in the mind’s eye. And yes, you will have to squint to spot them. “Part of the design brief was to change the logo but not have it be unrecognisable. So it’s very much an evolution; a simplification of the wing and what you now get is clarity.”“The graphic language of the script is also new; we created our own new version of the old script, and even the spacing of the wording has been slightly adjusted as well. These finer details are incredible changes that appear imperceptible, but your mind does actually see them.
“The wing is something treasured. And if you have a brand with a 109-year history, then you need to cherish that as well,” Reichman said. Aston Martin's new logo will feature on its next generation of sportscars and will debut at the French Grand Prix on Jul 24. And to celebrate the 100th anniversary of the manufacturer’s first Grand Prix entry, Aston Martin will also symbolically race with its original button logo on the nose of its cars, mirroring the marque featured on its first Grand Prix entries in 1922.
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