• A bold new creative identity was introduced as part of a strategic reposition to accelerate the growth of the brand and appeal to new audiences.

• A new version of the iconic hand-enameled wings that will be featured in the new generation sports cars is presented.

• The Intensity&Driven branding reflects the emotional intensity and performance DNA of driving an Aston Martin.

July 20, 2022, Gaydon, UK: Aston Martin's iconic wings fly into an intense new era with the British ultra-luxury brand launching a bold new creative brand strategy and global marketing campaign to further accelerate its growth among new audiences.

Celebrating the company's position as makers of the most elegantly addictive performance cars and focusing on the Intensity brand idea. It took. Intensity & Driven is built on Aston Martin's strong, established reputation for combining luxury craftsmanship and sophisticated design with high-octane emotion and intense driving pleasure, as defined by breathtaking new models like the DBX707, V12 Vantage and the uncompromising Aston Martin Valkyrie.

The strategic renovation is the largest investment in the Aston Martin brand in more than a decade, reinforcing the brand performance's pinnacle position in the ultra-luxury segment. This initiative is built around increasing the interest of a broader, wealthier global audience strategically targeted by the brand while upholding Aston Martin's core values.

In addition to new visual and verbal expressions, this radical renovation includes a contemporary update to the iconic wings they created in collaboration with renowned British art director and graphic designer Peter Saville.

In physical form, the new wing design has been handcrafted in the street of Birmingham's key artisans and will be used for the first time on Aston Martin's next generation sports cars.

This renovation marks the first major update to the brand since 2003 and the eighth major change in Aston Martin's 109-year history. To reflect this renovation, Aston Martin has also released behind-the-scenes photos of its unique development process.

The logo made by Vaughtons studio in Birmingham, the 203-year-old silver company that prepared the medals for the Football Association Cup and the 1908 London Olympics, this weekend, the Aston Martin Aramco Cognizant F1TM Team will proudly showcase new wings at the French Grand Prix. Celebrating the 100th anniversary of the brand's first Grand Prix participation, Aston Martin will race symbolically with the original logo featured in the first Grand Prix participation in 1922.

'Intensity.Driven.' comes to life in a breathtaking short film featuring all five of Aston Martin's current high-performance production models.

The film, in which drivers connect with their cars, showcases the stimulating physiological effects of driving an Aston Martin with sensory data visualizations of pupil dilation and heart rate obtained by biometric testing during exhilarating high-speed laps in the ultimate hypercar, an Aston Martin Valkyrie.

Representing Aston Martin's passion for craftsmanship, attention to detail and performance, a range of high-impact social, digital and print assets featuring evocative imagery and sophisticated short and long text will also be released globally. Renato Bisignani, Head of Global Marketing and Communications at Aston Martin, said: “The 'Power Driven' launch marks the next stage in the Aston Martin brand evolution, building on our return to the pinnacle of motorsport in Formula 1. We are unlocking our global potential and maximizing our unique position at the cutting edge of ultra luxury and high performance. “It retains the elegance and sophistication of our brand and products that are respected worldwide, emotionally driven, bolder, sharper, and more intense features that have always left Aston Martin unrivaled.” We believe the next generation of Aston Martin customers, with more than 60 of them, will benefit from increased demand.” Marek Reichman, Executive Vice President and Creative Director of Aston Martin, said: “Every object we design at Aston Martin has a deep meaning and purpose to make people fall in love and connect with the hearts and minds of our customers. “As we approach the exciting moment of product evolution, the design of the new wings is no different. Every millimeter of every line – every shape – on the new wings flows forward from the depths of our 109-year-old Aston Martin creative source. “ This innovation is an icon in British graphic design and personally inspiring to me. adding Peter Saville, a creative figure, took the discovery of wings and our journey to another level, and now, to see this new identity handcrafted in physical form in Birmingham's artisans quarter, join the journey.