The Battle of the Wings: Brand Identity in the Modern Era
In the high-stakes world of automotive branding, a logo is more than just a graphic; it is a symbol of heritage and prestige. The ongoing legal friction between Aston Martin and the Chinese automotive giant Geely highlights a growing trend: the aggressive protection of intellectual property, even when the adversary is a strategic partner.
At the heart of this conflict is the “winged” badge. Aston Martin has utilized its iconic spread wings for nearly a century. While other manufacturers like Bentley, Chrysler, and Mini also utilize stylized wings in their branding, Aston Martin argues that certain latest designs have crossed a line, potentially creating consumer confusion.
When Shareholders Become Adversaries
It is rare to observe a plaintiff and a defendant sitting at the same board table. Yet, the relationship between Aston Martin and Geely demonstrates that corporate investment does not always equal brand alignment. Geely, which also oversees brands such as Volvo and Lotus, views the current trademark dispute as a routine administrative matter.
This scenario points to a future trend where global automotive conglomerates must navigate the delicate balance between owning shares in a luxury brand and managing their own subsidiary identities without infringing on the “DNA” of their investments.
The Luxury Gap: Supercars vs. Taxis
One of the most fascinating aspects of this dispute is the legal interpretation of “consumer confusion.” The conflict centers on the new identity for the London EV Company (LEVC), known for producing modern electric versions of the famous black cabs. The LEVC logo combines a horse’s head with a pair of wings.
During an initial 2023 battle at the British intellectual property office, the court ruled against Aston Martin. The reasoning was pragmatic: it is highly unlikely that a customer intending to purchase a multi-million dollar luxury supersport car would mistakenly drive home in an electric taxi simply because both vehicles feature “something that looks like feathers” on the hood.
For more on how luxury brands maintain exclusivity, see our guide on luxury brand positioning.
The Evolution of Automotive Trademarks
As the industry shifts toward electric mobility, we are seeing a wave of rebranding. Companies are attempting to blend traditional symbols of power—like wings or crests—with modern, minimalist aesthetics. However, as Aston Martin’s appeal suggests, legacy brands are unwilling to let their historical identifiers be diluted.
The insistence of Aston Martin to defend its identity, despite an initial loss and the cost of proceedings, underscores a broader industry trend: the prioritisation of intellectual property protection as a core business pillar.
Frequently Asked Questions
Aston Martin claims that the new winged logo used by Geely’s subsidiary, LEVC, is too similar to its own century-old wings badge, which could lead to customer confusion.
Geely is a major shareholder in Aston Martin, owning 17% of the company.
The London EV Company (LEVC) is a subsidiary of Geely that produces electric versions of the iconic London black cabs.
No, the initial 2023 ruling went against Aston Martin, with the court stating it was unlikely a supercar buyer would confuse the vehicle with an electric taxi. Aston Martin has since appealed this decision.
For further reading on this legal battle, you can follow the detailed reports at Carscoops.
What do you think? Does a winged logo on a taxi really threaten the prestige of a luxury supercar, or is Aston Martin overreaching in its quest for brand purity? Let us know your thoughts in the comments below or subscribe to our newsletter for more industry insights.
