Aston Martin’s iconic wings are taking flight into an intense new era, with the British marque launching a bold new creative brand strategy and global marketing campaign to further accelerate its growth amongst new audiences.

Celebrating the company’s position as makers of the most exquisitely addictive performance cars and centred on the brand idea Intensity. Driven. the creative identity builds on Aston Martin’s strong, established reputation for combining luxurious craftsmanship and sophisticated design with high-octane emotion and intense driving pleasure, as defined by breath-taking new models such as DBX707, V12 Vantage and the uncompromising Aston Martin Valkyrie.

The strategic repositioning is the largest investment in Aston Martin’s brand for more than a decade and strengthens its position at the pinnacle of the performance luxury segment. It builds on Aston Martin’s growing appeal to a wider, affluent global audience strategically targeted by the brand, whilst underpinning its core values.

In addition to the new visual and verbal expression, the radical redesign includes a contemporary update to the iconic wings, created by the manufacturer’s world-renowned design function in collaboration with acclaimed British art director and graphic designer Peter Saville.

In physical form, the new wings design is hand-crafted by artisans in Birmingham’s jewellery quarter and will be applied for the first time on Aston Martin’s next generation of sports cars, which will further enhance Aston Martin’s focus on ultra-luxury, performance and driving intensity.

It is the first major update to the marque since 2003 and only the eighth time in Aston Martin’s 109-year history that it has been significantly adjusted. To mark the launch, Aston Martin has released behind-the-scenes photography of the unique jewelling process at Vaughtons studio in Birmingham, the 203-year-old silversmiths firm famed for crafting the Football Association Cup and medals for the 1908 London Olympics.

Peter Saville said: “The Aston Martin wings update is a classic example of the necessary evolution of logotypes of provenance. Subtle but necessary enhancements not only keep forms fresh, but allow for new technologies, situations and applications to be accommodated in the future. The process was one of clarifying and emphasising the key feature of the Aston Martin marque.”

New wings for Aston Martin