Aston Martin filed a trademark for a thatched-diamond logo over the summer, designated primarily for small merchandise and marketing endeavors. It looks like two opposing Volkswagen emblems laid atop each other and is about as iconic as any random series of intersecting lines could be. Fortunately, it seemed like it would only appear on less-relevant Aston-related trinkets — with items like shaving kits, polo shirts, and attache cases being a worst case scenario.
Then, earlier this week, Aston Martin made a secondary filing that included those items, mobile devices, automotive chassis and vehicle designs. Meaning that the we will assuredly be seeing this new design on merchandise affiliated with Aston Martin and possibly even its cars.
Noticed by AutoGuide, the abstract emblem actually shares quite a bit of DNA with the company’s original logo. If you use a little imagination, you can even see the company’s stamped initials.
Still, that early A&M emblem was short lived and we have had almost one-hundred years to get comfortable with Aston Martin’s wings. Tossing this spoked circle onto the face of a stupidly expensive watch is one thing, putting it on the hood of one of the world’s most respected automobile designs is another.
If Aston really is dead-set on using this emblem for vehicle identification, I sincerely hope it’s used sparingly — reserved for special vehicle designations or a future electric mobility arm. Perhaps it won’t even be that prevalent and end up appearing solely in the form of seating embroidery and as the center hub of Aston-branded wheels. After all, the company still has the old emblem as an active trademark too, but you hardly ever see it actually used.
[Image: Aston Martin]
The logo in the photo is much better. Maybe they can force Ford to use it on their clones?
Respect your heritage and leave the logos alone.
While the new logo leaves me cold, it should be pointed out that Aston Martin’s winged logo is hardly original or unique. Chrysler has a winged logo, as does Bentley. It’s not just an automotive thing. Bentley’s logo isn’t too far from that of their commercial partner Breitling watches.
Business logos, like cars, go through phases where certain styles are popular. Ovals have been popular since the early 20th century (Ford, DuPont).
My favorite logo is probably FedEx’s by Lindon Leader. The use of negative space to create the almost subconscious arrow is simply brilliant and brilliantly simple. Once you see that arrow you can’t unsee it.
Ronnie – the FedEx logo is brilliant. Unlike Ford’s 3150 logo.
I was painfully aware of Bentley and Chrysler logos, but had not thought of Aston Martin. Genesis is now joining the party as well. Maybe they’re trying to re-create Sloan’s GM ladder. From Chrysler (unfortunately), to Genesis to Aston/Bentley. It could work.
Add Mini to the winged logo list.
I wish I could have been in that meeting… ‘Okay guys, we have an iconic logo and a brand that is a household name pretty much globally, in an industry that, after the luxury watch industry, probably trades the most on ‘storied’ brand heritage in order to move product. My idea: change the logo.’
The idea sounds like it should have been one of those ‘is this the man that robbed you’ Yellow Pages ads from 15 years ago.
I don’t think it’ll end up on their cars. They know better.