“A game-changing event,” is how Aston Martin CEO Lawrence Stroll described the $93.5 million investment by the Saudi Public Investment Fund. This was the reason for Aston Martin to change its logo for the eighth time in its more than hundred-year-long history.

“Because we are designed to make people fall in love, to connect with the hearts and minds of our customers, every object we design at Aston Martin has deep meaning and intention and is created with honesty and emotion. As we approach an exciting moment of product evolution, the design of the new wings was no different. Every millimeter of each line – of each shape within the new wings, is drawn forward from the depths of our 109-year Aston Martin creative wellspring,” said Marek Reichman, VP and CCO of Aston Martin.

The new logo will arrive with the next generation of Aston Martin cars, and the design has been handcrafted by artisans in Birmingham. However, the new wing design will be unveiled at Sunday’s French Grand Prix, where Aston Martin Cognizant F1 Team cars will compete. The front of the vehicle will feature the old logo celebrating the 100th anniversary of Aston Martin’s involvement in racing.

In addition to the logo, Aston Martin also has a new slogan: “”Intensity. Driven.”

Source: Aston Martin