Aston Martin taps Havas to create new visual identity

London-based agency developing new physical and digital identity for Formula One team.

The Aston Martin Formula One team have briefed the Havas agency to develop a new visual identity for the 2023 season.

Confirmed:

  • London-based agency has designed physical and digital assets that will be seen across Aston Martin's garage, VIP events, as well as digital platforms
  • Aston Martin have also collaborated with Havas-owned companies Cake and Inviqa
  • Cake oversaw Aston Martin's car launch event on 13th February, while Inviqa has redeveloped the team's website

Context: The partnership marks the latest collaboration between Aston Martin and Havas after the agency previously oversaw the launch of the team's fan engagement platform in 2021. 

Comment: “A good story has always played a central role in sport and fandom, and increasingly so in Formula One – just look at the success of narrative-driven properties like Drive to Survive and the skyrocketing interest and viewership of the sport itself,” said Stuart Peddie, executive creative director of Havas. “Aston Martin is one of the most storied teams in motor racing, but 2023 – with a new home, new car, new drivers, new talent and a growing  fanbase – feels a particularly important and transformational chapter.”

Consequence: Havas' designs will be seen most prominently when the Formula One season starts on 5th March with the Bahrain Grand Prix.

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