Aston Martin rebrands to prove it is more than just ‘British and James Bond’

Two years in the making, the strategic repositioning is the largest investment in Aston Martin for more than a decade. The project was spearheaded by new executive chairman Lawrence Stroll, who had the vision to inject some passion into its cars and diversify its product line.

“There is always the association with the elegance and classicism of an Aston Martin, but not necessarily the performance,” Reichman said. With the release of new models including the DBX707, V12 Vantage and the Aston Martin Valkyrie, the company needed to promote the “hidden parts of the brand, the bits nobody knows about.”

Aston Martin’s iconic winged logo was redesigned in Birmingham’s jewelry quarter in collaboration with the graphic designer Peter Saville. Along with its streamlined logo, Aston Martin has updated its corporate language, changed the typeface and strengthened its tone of voice.

The 109-year-old car business has only rebranded eight times in its history. “It’s been a very in-depth journey in terms of how we change and what we need to affirm,” Reichman said. “The wing itself is a massive journey to reinvent.”

Reichman acknowledged Aston Martin is a loved brand, but it has to remain relevant to its future consumers as well as its fanbase on a global scale. “People know Aston Martin but don’t necessarily understand Aston Martin, so salience is something we want to emphasize,” he said.

Communicating that global messaging is essential to the rebranding campaign as Aston Martin seeks to grow its international audience and tap into a wider affluent consumer base.

“While engaging our fiercely loyal customer base, we believe this new dimension will capitalize on the growing demand from a new generation of Aston Martin customers, with more than 60% of our current sales new to the brand,” added Renato Bisignani, head of global marketing and communications at Aston Martin.

To mark the refresh Aston Martin has released the short film ‘Intensity. Driven,’ aimed at mimicking the physiological effects of driving an Aston Martin. The film features images of pupil dilation and the sound of a heartbeat. Social and print assets communicating the new look will accompany the film.

“Retaining the elegance and sophistication that our brand and products are revered for worldwide, this emotionally-led creative direction dials up the bolder, edgier and more intense characteristics that have always underscored Aston Martin,” Bisignani said.

A fundamental part of Aston Martin’s long-term repositioning was its return to Formula 1 in 2021. Reichman said being absent from F1 meant “missing out on 500 million eyeballs every week.” Its return after a 60-year hiatus “tells people we exist, and it tells people we are a performance-orientated brand,” Reichman concluded.