Aston Martin has given its famous wings a refresh as part of a plan to grow the business and attract new customers, the new badges will sit on the refreshed DB11, DBS and Vantage in 2023.
It’s far from a night and day change, and in reality the tweaked design has been all over the Aston Martin Formula 1 team’s AMR21 and AMR22 for over a year, but it has so far remained absent from the company’s road cars.
How can you spot the difference between this new design and the one we’ve seen on Aston Martin’s since 2003? The ‘Aston Martin’ text is in a new script, for one thing, while the inner hoop has been removed as has the line that runs vertically down the centre, effectively splitting the wings in two. The lines themselves have been softened as well.
When it arrives later this year the new badge will be made, as usual, by Birmingham-based jewellers Vaughtons, a company that has made Aston’s badges since the 1960s and was founded in 1819.
There’s a new Aston Martin tagline as well as emblem: “Intensity. Driven.” Is it all enough to give the company a big sales boost and attract new audiences? We’ll just have to wait and see.