WATCH: Aston Martin reveals refreshed badge in new campaign

Aston Martin’s iconic badge gets a refresh as the British luxury car brand launches a bold new creative brand strategy and global marketing campaign dubbed “Intensity. Driven.”

According to the automotive firm, this new brand idea will further accelerate Aston Martin’s growth among new audiences and is a celebration of the marque’s position as makers of the most exquisitely addictive performance cars.

It builds on the Gaydon-based carmaker’s 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 the DBX707, V12 Vantage, and the uncompromising Aston Martin Valkyrie.

Additionally, 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.

You can check the short clip released on Aston Martin’s official YouTube page showing the new wings, here.

“As we approach an exciting moment of product evolution, the design of the new wings was no different. Every millimeter of each line — of each shape within the new wings, is drawn forward from the depths of our 109-year Aston Martin creative wellspring,” said Aston Martin Executive Vice President and Chief Creative Officer Marek Reichman.

“Adding Peter Saville, an icon in British graphic design and an inspirational creative figure to me personally, took our exploration and evolution of the wings to another level. And now, to see this new identity, hand-crafted in physical form at Birmingham’s jewelry quarter, is a proud moment for everyone involved. It's the first step to the wings taking center stage on our next generation of ultra-luxury performance sports cars,” added Reichman.

The new pair of wings, per Aston Martin, 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. The new logo will be seen on the brand’s next generation of sports cars.

Aston Martin shared 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.

Intensity. Driven. is also brought to life in a breathless short film, featuring all five of Aston Martin’s current high-performance production models. You can check it out here.

Furthermore, the Aston Martin Aramco Cognizant F1 Team will proudly feature the new wings on its livery for the French Grand Prix this weekend.

“Building on our return to the pinnacle of motorsport in Formula One, the launch of Intensity. Driven. marks the next phase in our evolution of the Aston Martin brand, as we unleash its global potential and maximize our unique position at the cutting-edge of ultra-luxury and high performance,” said Aston Martin Global Marketing and Communications Head Renato Bisignani.

“Whilst engaging our fiercely loyal customer base, we believe this new dimension will capitalize on the growing demand from a new generation of Aston Martin customers,” he added.

Photos from Aston Martin

Also read: 

Aston Martin to attend Festival of Speed with 'most powerful lineup'

Aston Martin partner teams celebrate Le Mans win

Aston Martin Vantage earns first Sebring win, takes 50th FIA WEC victory