Aston Martin: Beyond James Bond

Aston Martin trimmed the logo for repositioning. proceeded. In keeping with the new vision of new chairman Lawrence Stroll, the logo was designed in collaboration with graphic designer Peter Saville. Along with the streamlined logo, Aston Martin has also changed the typeface and tone that is the voice of the entire company.

To celebrate the new logo, Aston Martin has released a short film called 'Intensity'. The pupil dilation and heartbeat, the changes that occur in the driver's body when driving an Aston Martin, are expressed in detail.

When you think of Aston Martin, you cannot erase the image of James Bond. Unfortunately, as time goes on, more and more people will not know who Janes Bond is. Aston Martin has recognized their current problems and seems to be launching a new global brand campaign to overcome them. From the easily recognizable logo to the comeback of F1, which exudes images of wild beasts exuding intense energy. I wonder how Aston Martin will overcome its limitations in the future.

More and Sources

https://www.motor1.com/features/599237/aston-martin-logo-history/

https://www2.astonmartin.com/en/heritage/aston-martin-badge