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Aston Martin updates its logo for the eighth time in its history

Whoa, easy on the squinting there, folks. We know, the new Aston Martin logo looks basically the same as the old one. But we promise, it has changed. Here, take a look at the old one (below, left) next to the new one (below, right). There, now do you see it? Aston dropped the single vertical line at the bottom and the inverted arch. Also, the lines are thicker. It's like Aston Martin highlighted the badge and clicked "bold." It also happens to be the eighth redesign of the logo. The original appeared on Astons in 1920, with subsequent designs launching in 1927, 1930, 1932, 1954, 1984, 2003, and now. You can see all of them in order below. Aston Martin Badge 1920 View 8 Photos Aston probably wouldn't be that put off by us describing the new logo as the old one, but "bold," because the company's new tag line follows suit: "Intensity. Driven." Yes, the tag line is basically a synonym for "bold." Aston says the new branding is part of a new focus on providing luxury cars with maximum performance. It also seems to reflect the brand's upcoming roster of mid-engine sports cars with the F1-inspired Valkyrie (above, left), now in production, and the less extreme Valhalla (above, right), the latter of which will start deliveries in 2024. The new badging will appear on the Aston Martin F1 cars, and will also appear on these new-generation Aston sports cars. Related video:

Aston Martin brings ice driving program to America [w/video]

With between four and six hundred horsepower channeled to the rear wheels from a V8 or V12 engine mounted up front, an Aston Martin – any Aston Martin, really – might not seem like the smartest choice for driving on ice and snow. But that can also make it the most fun, and the most enlightening to experience. That's the point behind the Aston Martin On Ice program: allowing customers to drive the latest Gaydon has to offer on slippery, wintery surfaces. But whereas the On Ice program has been established for years in St. Moritz, Switzerland and in the Swedish Lapland, this year it arrived in America for the first time. A series of custom tracks – including a braking/cornering loop, slalom, skid pad and a full circuit – were carved into the snow in Crested Butte, CO, where expert driving instructors taught customers a thing or two about how to handle a powerful twelve-cylinder GT car like a DB9, Vanquish or V12 Vantage. The program has concluded for the season, returning next February, but in the meantime Aston will use the Colorado base camp as the center of its driving experience through the Rockies. Check out the video footage and the details in the press release below. ASTON MARTIN... ON ICE - New US ice driving program launches in Crested Butte, Colorado - Affords customers the opportunity to drive full Aston Martin range in extreme winter conditions - Utilises custom-built Aston Martin facility Irvine, CA, 17 March, 2014 – Aston Martin has launched the company's first ice driving program in North America, hosted at Crested Butte, Colorado providing customers with the ultimate driving experience against a stunning mountainous backdrop. Offering customers the opportunity to experience the full potential of the Aston Martin range and hone their driving skills, the new On Ice program took place in the heart of the Colorado Rocky Mountains in a unique setting, with an ice track custom built for the occasion as illustrated in a new film from the event, released today. Comprising a braking/cornering exercise loop, slalom, skid pad and full circuit, the bespoke Aston Martin track was especially constructed for the occasion over the last four months. Under expert tuition, participants were guided through the facility, embarking upon a series of braking, cornering and handling exercises before putting their skills to the test on a mile-long frozen road course.

Channeling Bond in a 2005 Aston Martin Vanquish S

Spectre is nearly upon us, the next episode in the James Bond series bringing with it a conceptual peek at the future of Aston Martin courtesy of the DB10. As for how much Bond's new ride predicts the DB11 that will be offered to civilians, "elements" is the most concrete word we've heard to describe the bridge from one to the other, and that doesn't tell us much. Still in the dark about where Aston Martin is going, we recently got the opportunity to remember where it's been. Some friends of Autoblog at Regency Car Rental in LA told us we could borrow their 2005 Aston Martin Vanquish S, so we spent the day hunting nefarious types on twisty Malibu roads, then cruising the Valley looking for a tuner shop that could install a minigun. The Vanquish played a role in the 2002 film Die Another Day, back when Pierce Brosnan made a living as the roguish, rakish MI6 asset. The film rekindled the union between the agent and Aston Martin after a three-movie interlude in which Bond drove BMWs, including, oh-so-briefly, a Z3. Returning with a bang – make that thousands of large- and small-caliber bangs – Q Branch fitted the hero car with rockets, guns that could shoot incoming projectiles, machine guns, an ejector seat, and invisibility camouflage. On the chicest streets in the sleekest LA neighborhoods the Vanquish S still passes the look-at-me test. The Vanquish S we picked up from Regency didn't have any of that, but as indicated by that S at the end it did have more power and performance than the standard Vanquish in the movie. Horsepower from the 5.9-liter V12 went from 460 to 520 in the S, and this model also got stiffer springs, new suspension geometry, quicker steering, and 19-inch lightweight wheels. Exterior modifications were a wider, more curved grille, a front splitter (not present on this car), and a larger rear spoiler. On the most chic streets in the sleekest LA neighborhoods the Vanquish S still passes the look-at-me test – everywhere we went, men and women paid attention to our arrival. As for us, we're split on its looks right down the middle of the car. We've been fans of the front since the day of the reveal, especially the front fascia and headlights, but we're still not sold on the rear, starting from where the vertical line in the door where the sheetmetal expands into those trademark haunches. We didn't encounter anyone else with such reservations.