“The Aston Martin wings update is a classic example of the necessary evolution of logotypes of provenance,” says art director and designer Peter Saville. “Subtle but necessary enhancements not only keep forms fresh, but also allow for new technologies, situations and applications to be accommodated in the future. The process was one of clarifying and emphasising the key features of the Aston Martin marque.”
The new design made a low-key debut on the bodywork of Aston Martin’s AMR21 Formula 1 car in spring 2021 and will soon be sported by every Aston Martin production car. ‘‘Peter’s design is a graphic evolution that is in sync with the company’s ongoing design evolution,” says Marek Reichman, Aston Martin’s Executive Vice President and Chief Creative Officer. “From its first appearance on our Formula 1 cars, it is now cascading down through the company.”
“Peter has an innate understanding of the power of graphics, the strength of subtlety and the importance of both evolution and innovation to a brand with a history as strong as ours,” Reichman adds. As before, all Aston Martin badges are hand-enamelled in Birmingham’s historic jewellery quarter, continuing its long association with 203-year-old silversmith Vaughtons. “To see this new identity hand-crafted in physical form in Birmingham’s jewellery quarter is a proud moment for everyone involved, and the first step to the wings taking centre stage on our next generation of sports cars,” says Reichman.
A DESIGN TAKES WING:
1927 The first winged badge appeared, centring around the M of Martin.
1930 The wings became more stylised and streamlined to symbolise speed.
1932 Driver, journalist, and skilled artist ‘Sammy’ Davis shaped the antecedent of the modern Aston Martin wings. Influenced by Art Deco and
the revival of interest in
ancient Egyptian art, the new wings were precise and geometric and featured sans serif lettering.
1939 Davis’s design was given a subtle makeover in 1939, removing the hint of a curve.
1950 New ownership saw David Brown’s name added to the nameplate, and the hyphen between Aston and Martin finally removed.
1971 The Brown-era badge was given some further
1972 Although the badge remained the same, David Brown’s name was removed, and the Aston Martin lettering became smaller.
1984 The 1980s saw a bold, more muscular badge design, with thicker edges, a new typeface, and an extended arc.
2003 Aston Martin started the new century with a new factory and a new badge, given added clarity by the adoption of the Herman Zapf typeface Optima.
2016 Subtle revisions were made to accommodate the badge’s use across all forms
2022 A new badge for a new era. Acclaimed British designer Peter Saville worked closely with Aston Martin Design to shape a new wings badge.
A simplified inner structure retains the geometric patterns originally inspired by hieroglyphics of the scarab beetle. The arc has been removed, giving the name plate more space. age on
This story is an extract from an article featured in the AMXX issue of Aston Martin magazine, out now. If you're not already a subscriber, visit magazine.astonmartin.com/magazine-subscription so that you can read the full story.