Arash Motor Company is a British sports car manufacturer based in Newmarket, Suffolk, founded by Arash Farboud. The company began as Farboud Limited in 1999 and was renamed Arash Motor Company in 2006, shifting the brand from the founder’s surname to his first name.[1]
Design and History
The Arash identity is built around a traditionally shaped badge featuring an eagle emblem. According to the company’s own description of the AF-10, the badge uses a solid black background with a gold eagle in the foreground, while the “Arash” emblem appears in flame orange.[2][3]
The eagle motif is central to the brand’s visual identity. The company’s website uses the tagline “Spread Your Wings” for the AF8 model and “The Falcon Has Landed” for the AFX, reinforcing the bird-of-prey theme that runs through the marque’s presentation.[4][5]
Early brand materials from the Farboud era featured a black shield with a gold bird and gold border. After the 2006 renaming, the shield form was slightly adjusted and the typography became larger, according to logo history sources.[6]
Meaning and Symbolism
The eagle emblem is widely interpreted as representing the brand’s pursuit of speed and lightness. Chinese automotive media describe the flying eagle as symbolizing strength and agility, reflecting Arash’s focus on “fast” and “light” engineering principles.[7][8]
The shield format places Arash within a tradition of European automotive crests, though the company’s own materials emphasize the eagle rather than the shield as the primary emblematic element.[2]
Typography and Design
The Arash wordmark appears in a clean sans-serif treatment, with the company name set in uppercase or title case depending on application. The flame orange used for the “Arash” emblem text provides a distinctive contrast against the black badge background.[2]
The current website presents the brand primarily through the eagle and wordmark combination, with the tagline “Spread Your Wings” used as a supporting brand statement on the AF8 page.[4]
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