Aston Martin Revamps Wing Badges for a New Era

Aston Martin has revised its famous winged badge in preparation for entering a new era defined by electrified vehicles and a new management and ownership structure.

The revised badge is a further evolution of the design first introduced in 1932 and is distinguished from the current badge by the absence of a ring around the words "Aston Martin" and the extra curvature of some lines.

The revised design, by graphic designer Peter Saville, is intended to look more dynamic. The change comes as Aston Martin launches a new advertising campaign aimed at expressing the emotion of driving the brand's cars.

A 203-year-old company called Vortons, which also produced the first-class badges for the Titanic, has been producing Aston Martin badges since the 1960s. The complex process is done by hand.

The revised wing badge will first appear on an updated version of Aston Martin's front-engine sports car due in 2023. However, a preview of it will soon be available at this weekend's French Grand Prix, as the Aston Martin F1 team will be wearing it on their car, along with Aston Martin's original button logo, which commemorates 100 years since Aston Martin's first Grand Prix entry in 1922

The new car will be the first to be equipped with the Aston Martin logo.

To finance the new era, Aston Martin announced in early July a new share issue along with a significant investment by the Public Investment Fund, a Saudi Arabian sovereign wealth fund. The Middle Eastern country is now Aston Martin's second largest shareholder.

Aston Martin has also placed former Ferrari executives in key positions, including CEO and CTO, and is preparing its first plug-in hybrid and electric vehicles.

New products in the pipeline include an updated front-engine sports car, a plug-in hybrid (possibly the Valhalla Hypercar) due in 2024, and an electric car due in 2025 The EV is confirmed as a sports car; in 2026 an electric SUVs are also planned for 2026. Further variants of the DBX are planned, along with a mid-engine Vanquish supercar.