One of the most iconic brands in British luxury is turning over a new leaf.

Aston Martin is proudly announcing its entrance into a new era as a brand, and it’s most visibly refreshed by the creation of a new version of the brand’s iconic winged logo. As the brand has begun to introduce a new suite of vehicles that emphasizes uncompromising performance and racing capability like the Valkyrie hypercar, the DBX707 SUV, and the final edition of the V12 Vantage, the brand itself is being steered in a different direction, which is centered around the idea of “Intensity. Driven.” The change in the winged logo is subtle but shows a simplification of the design, reflecting the simple mission of Aston Martin cars to capture British luxury and performance.

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To be emblazoned on the latest generation of Aston Martin cars, the wings will be physically handcrafted in Birmingham’s jewelry quarter, marking the first update to the logo since 2003, and the eighth update to the logo in the brand’s long and storied 109-year history. For the French Grand Prix this weekend, Aston Martin’s Formula 1 team will display the new set of wings on its livery, and it will also feature the button logo of its original Grand Prix cars from 1922 on the nose of its cars. As Aston Martin shifts its brand into high gear, we’re glad to be along for the ride.

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Source: Aston Martin