Aston Martin has a brand new 'intensity-driven' logo

Famed British sportscar marque Aston Martin has unveiled a fresh new brand logo. This is a timely change following recent reports of a massive new investment from Saudi Arabia’s sovereign wealth fund, which company executive chairman Lawrence Stroll described as “a game-changing event.”

For the Gaydon-based for the automaker, the new emblem is also accompanied with a new slogan – “Intensity. Driven.”

This is the eighth time in Aston Martin’s 109-year history where the visual expression of the famed brand has been tweaked. Physically, the new design will be hand-crafted by artisans from Birmingham’s renowned jewellery quarter.

The new logo will first debut on the Aston Martin Aramco Cognizant F1 race car at the upcoming French Grand Prix race weekend happening this month.

Unfortunately, this new logo’s appearance on the brand’s current production cars – Valkyrie hypercar included – won’t happen. Instead, the new logo will be reserved for the brand’s next generation products, of which no exact details regarding release dates were given just yet.

New logo aside, the new slogan matching it also inspired a new promotional short film (featured below) that stars the all five of the company’s current offerings. It also stands as part of a marketing campaign that will encompass the social, digital, and print mediums.