With the 2040 zero-emission mandate on the horizon, all car companies are slowly shifting to greener options and Aston Martin has a new logo and campaign to welcome that change. 

Accompanied by a newly released YouTube video, the new campaign is named "Intensity". Driven. The campaign builds on the British carmaker's established pedigree in the racing and automotive industry.

With models like the DBX707, V12 Vantage, and the Aston Martin Valkyrie as examples of the company combining luxurious craftsmanship and sophisticated design with high-octane and intense driving pleasure, Aston Martin aims to broaden their lineup and reach a new segment of the car market. 

Aston Martin shows off new logo and attitude image

The new look includes a radical redesign of the iconic wings on the logo. This is done in collaboration with world-renowned designer and acclaimed British art director and graphic designer Peter Saville. Renato Bisignani, head of Global Marketing and Communications of Aston Martin, said that the new logo has notionally led the brand to dial up the bolder, edgier, and more intense characteristics that have always underscored Aston Martin. 

Aston Martin shows off new logo and attitude image

This is the first major update to the marque logo since 2003 and only the eighth time in the British brand's 109-year history that it has been significantly adjusted. To celebrate the occasion, Aston Martin has released behind-the-scene photos of the unique jeweling process at Vaughtons studio in Birmingham. 

Aston Martin shows off new logo and attitude image

This will also cheer on the Aston Martin Armco Cognizant F1 team in this year's French Grand Prix. Celebrating the 100th anniversary of the brand’s first GP entry, Aston Martin will race its new logo on the nose of their cars. 

Aston Martin shows off new logo and attitude image

Bisignani further stated that even with a fiercely loyal customer base, the new dimension will capitalize on the growing demand from a new generation and will likely add 60% more to their new sales once the campaign moves forward.

He further states that with a new generation of ultra-luxury performance sports cars, Aston Martin will be poised to meet the zero-emission mandate whilst getting new life via its new wings to the brand taking it higher.