Aston Martin, a British car manufacturer today unveiled its new logo (as you can see in the above video) and the new emblem is accompanied by a new slogan – “Intensity. Driven.”

Only eight times in the 109-year history of the manufacturer has the visual of the brand updated, and that was with the introduction of the new logo. The new design is physically created by craftsmen in Birmingham’s jewelry quarter. The brand’s upcoming sports cars will have it for the first time on an official Aston Martin product, but there are currently no details available.

However, the Aston Martin Aramco Cognizant F1 team will have the new wings design on its livery during the French Grand Prix this next weekend even before a road-going Aston Martin wears the new logo. To honor the 100th anniversary of the company’s first Grand Prix entry, Aston Martin’s original button logo will be displayed on the nose of the cars.

The British manufacturer also unveiled its new slogan, Intensity. Driven, along with the new logo. A short clip that features all five of the company’s current sports cars brings the slogan to life.

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.

Marek Reichman, VP and CCO of Aston Martin