'subtle but necessary'.
The previous Aston Martin logo looked positively busy by today's standards with its green gradient background and fussy semi-circular line. The lines reflected the original Egyptian inspiration for the design but didn't seem to say much about the brand today. Saville, a graphic designer most famous for his album covers for the Manchester record label Factory Records, has sensibly ditched both of those elements.
The gradient's been replaced with a solid British racing green, and the remaining lines have been thickened. That makes the bolder, but also more streamlined and modern-looking, showing an intent to boost the Warwickshire-based company's appeal among a younger and more international audience, while respecting the brand's history.
As Aston Martin's executive vice president Marek Reichman says,"every millimetre of each line – of each shape within the new wings, are drawn forward from the depths of our 109-year Aston Martin creative wellspring."
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