The mystery behind Aston Martin’s new logo design

Article by Christian A., on January 25, 2017

Many have raised their eyebrows when Aston Martin filed a trademark for what is supposed to be a new logo for their merchandise. Others were quick to judge that the new logo would replace the iconic winged symbol on Aston Martin vehicles. So what’s the big deal?

Filed last July, the new trademark is to be used for the brand’s other merchandise which includes Aston Martin’s advertising and furniture division. But only last week, the company had once again filed another trademark for the same logo and did it under several categories. The logo was registered for automobile chassis, design of land vehicles, mobile phones, clothing and leather.

All these years, Aston Martin’s wing logo has always been synonymous to their brand image. It would be difficult to understand in case the British auto maker would change it into something else. To some folks though, the new badge already looks familiar because it does look like the brand’s first logo from the 1920s.

If you’ve seen it before, you’ll note that it has the same rounded shape with a similar pattern of diagonal lines, forming both the initials A and M around the middle. Nevertheless, the logo in question is very different from the classic pair of wings stamped in every Aston Martin’s seats, steering wheel, set of wheels, gear knobs, front grille or any other part for that matter. This is why eventually; the filing procedure had caused quite a stir.

After some people vehemently questioned what is the purpose behind changing their famous logo, Aston Martin’s CEO Andy Palmer finally responded with a tweet and it says; “For those who reached out, we have no intention to remove/change the Aston Martin Wings. This logo is for merchandise.” In another tweet, the CEO even cited a famous quote from William Goldman’s book saying “there’s a shortage of perfect breasts in this world. It would be a pity to damage yours.” So there. We think those words basically explain everything about why they won’t be changing the logo as it already is perfect to begin with. Mystery solved.

In other news, Aston Martin moves forward under the new leadership of its new CEO Dr. Andy Palmer. Interestingly, it is their objective to produce seven new Aston Martin models in a span of seven years. If ever that’s the case, we’d definitely want to look forward to that day when Aston Martin finally makes an AM - RB 001 F1-inspired sports hybrid concept into production. Meanwhile, let us all stay tuned for more updates.


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Topics: aston martin



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