This years upcoming pride month provides Aston Martin with an opportunity to show their support for the LGBTQIA+ community. Symbolisation and display of the Pride flag or Pride rainbow by Allies within organisations can be highly effective in promoting an inclusive ‘safe space’ environment for members of the community. Small accessories like pin badges are an effective medium for colleagues to visibly display their allyship.
The first design has adapted the existing logo to show the pride colours from the progress pride flag. This would be an instantly recognisable link between the company and allyship.
The second design takes into consideration the possibility of the logo not being available for use. It took inspiration from the iconic wing design of the Aston Martin logo and adapted it to be a butterfly. The shape of the top of the butterfly's wings are made to mimic the levels on the tips of AM’s wings in a way that suggests an association with the company, but does not directly use the logo design. Furthermore the symbol of a butterfly has long been used to represent rebirth, transformation and new life which resonates with the LGBTQIA+ community.