Ultra-luxury automotive manufacturer updates its iconic hand-enamelled wing badge
Car designers really want you to notice the badge on the bonnet - they strive for the lines leading to the nose of the car to converge in the centre of the front grille, just to attract the viewer’s eye towards the most usual location of the brand logo.
Despite being a boutique luxury manufacturer, Aston Martin continuously ranks as one of the world’s leading luxury brands in surveys, and in fact in the UK it has been voted the “coolest” brand beating rivals such as Lamborghini and Ferrari to the top.
Such brand heritage deserves a strong identity, which is why Aston Martin has decided to team up with a 203-year old silversmith in Birmingham and British art director and designer Peter Saville to reimagine its famous winged badge. The iconic hand-enamelled wing badge is taking flight into a new era and the ultra-luxury manufacturer cases a new generation of buyers.
This is the first update to the marque since 2003, and it’s only the eighth time the badge has been redesigned in Aston Martin’s 109-year history. The jeweling process of the badge takes place at Vaughtons studio, with two centuries of heritage behind it as the silversmiths who craft the Football Association Cup and also crafted the medals for the 1908 London Olympics.
“Because we are designing to make people fall in love, to connect with the hearts and minds of our customers, every object we design at Aston Martin has deep meaning and intention and is created with honesty and emotion,” said Marek Reichman, Executive Vice President and Chief Creative Officer of Aston Martin. “As we approach an exciting moment of product evolution, the design of the new wings was no different. Every millimetre of each line - of each shape within the new wings, are drawn forward from the depths of our 109-year Aston Martin creative wellspring.”
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