Aston Martin slaps 110th-anniversary logo on AMR23 Formula 1 car

Aston Martin Aramco Cognizant Formula One Team revealed its 2023 season entry — the AMR23  — with the company’s special 100th-anniversary logo at its nose.

The special logo, explained the British automotive marque, represents Aston Martin’s 110 years of iconic on-track intensity and its high-octane on-track success.

“110 years on from Aston Martin’s foundations on track, 2023 promises to be one of the most exciting years in our rich history, both on the track for the Aston Martin Aramco Cognizant Formula One Team and on the road with Aston Martin’s ever-expanding line-up of stunning high-performance models,” commented Aston Martin Executive Chairman Lawrence Stroll.

Further, the 110th-anniversary badge symbolizes the building consideration and customer appeal for Aston Martin, per new Formula 1 market research cited by the Gaydon-based brand.

“At a time when the sport is enjoying tremendous popularity worldwide, the return of Aston Martin to Formula 1 has been transformative for the brand and our product image, with market research highlighting its impact not just on our awareness, but also our consideration amongst a new generation of customers. F1 is reinjecting performance DNA to Aston Martin, a factor of our strategy that will further increase with the team’s new cutting-edge campus at Silverstone and our desire to compete at the highest level of the sport,” continued the Aston Martin boss.

The new logo features the “110 Iconic Years” crest and the renowned Aston Martin wings emblem, which was redesigned in 2022 as part of a bold new creative identity to match the brand’s future direction.

The Aston Martin Aramco Cognizant Formula One Team, with drivers Lance Stroll and two-time World Champion Fernando Alonso, will start its 2023 FIA Formula One World Championship campaign at the Gulf Air Bahrain Grand Prix on March 5.

Photos from Aston Martin

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