Intensity. Driven, the new image of Aston Martin

Aston Martin has just presented its new and “bold” identity as part of the brand’s strategic repositioning to accelerate its growth and attract a wider audience. The new version of the famous hand-enamelled wings will appear on the next generation of performance vehicles. In addition, the brand’s new expression, called Intensity. Driven., pays tribute to the emotional intensity of driving a Aston Martin and to the prominence of the performance that is part of the brand’s DNA.
This new creative identity, which pays tribute to the company’s position as manufacturer of the most exquisitely addictive high-performance vehicles and is centred on the Intensity. Driven. brand concept, is grounded in the solid and renowned reputation of Aston Martin, which stems from the combination of luxurious craftsmanship and sophisticated design with intense emotion and exceptional driving pleasure, as reflected in outstanding new models such as the DBX707, the Vantage V12 and the extraordinary Aston Martin Valkyrie.

This strategic repositioning represents the largest investment in the Aston Martin brand in more than a decade and reinforces its position at the pinnacle of the ultra-luxury and high-performance vehicle segment. It takes advantage of the growing appeal of Aston Martin among a wealthier and broader international audience, which the brand is strategically targeting, while reinforcing its core values.

This is the new image of Aston Martin

In addition to the new visual and verbal expression, this drastic redesign includes the modernisation of the famous wings, created by the manufacturer’s renowned design department in collaboration with Peter Saville, the prestigious British art director and graphic designer.

https://youtu.be/haoUyxECgTA

In its physical form, the new design of the wings has been hand-crafted by artisans from the Birmingham jewellery quarter, and will be used for the first time on the next generation of Aston Martin performance vehicles, further enhancing the level of detail Aston Martin devotes to the sense of ultra-luxury, high performance and driving intensity.

It is the first major renewal of the brand’s emblem since 2003, and only the eighth major revision in the 109 years of Aston Martin’s history. To mark the launch, Aston Martin has published behind-the-scenes photographs of the exclusive silversmithing process carried out in Birmingham at the workshop of Vaughtons, the famous silversmiths with 203 years of history, known for creating the FA Cup trophy and the medals of the 1908 London Olympic Games.

The Intensity. Driven. concept has come to life in a spectacular short film featuring the five current production high-performance models of Aston Martin. This film, which conveys the sensations of driving and the emotional connection drivers have with their vehicles, highlights the stimulating physiological effects of driving a Aston Martin, with sensory data sequences such as pupil dilation and heart rate, obtained through biometric testing during intense laps at high speed in a Aston Martin Valkyrie, the ultimate supercar.

https://youtu.be/h1Ll6CYCVNw