Evolution of the Alfa Romeo Car Logo

Alfa Romeo is a renowned Italian brand of premium cars that he designs and assembles himself. It is a subsidiary of Stellantis. It was founded by businessmen Nicola Romeo and Ugo Stella in the summer of 1910. The main task of the carmaker is the manufacture of luxury and sports cars, with which it has been successfully coping for more than 111 years. Today it is considered one of the leading sports car brands globally, as evidenced by its participation in racing since 1911. The headquarters is located in the city of Milan, in the region of Lombardy (Italy).

The career of the legendary car brand began with a French firm owned by Alexandre Darracq, sponsored by Italian businessmen. Her plant became ALFA’s first production site. The building was owned by SAID (Società Anonima Italiana Darracq).

At first, the company was located in Naples, but then the management decided that Milan would be the best place and bought land in its suburb – in Portello. There, a new 8,000-square-yard plant was built from scratch. However, Darracq cars sold with difficulty, and at the end of 1909, the company was waiting for complete liquidation. Ugo Stella bought all the assets and, together with a group of Italian investors, opened another automobile company on its basis.

The new structure was given a short name, which hid a long phrase, since the four modest letters “A,” “L,” “F,” and “A” are nothing more than an abbreviation. They stand for “Anonima Lombarda Fabbrica Automobili”. That is, the company directly indicates that anonymous co-founders created it. So the factory in Milan was saved from ruin. The second part of the name came five years later when Nicola Romeo bought the company. To begin with, the management decided to produce other cars, more adapted to Italian conditions. Engineer Giuseppe Merosi designed them. After that, the company switched to racing cars.

In parallel, she created new symbols. The case was again entrusted to Giuseppe Merosi. And he asked Romano Cattaneo, a young draftsman from the technical department, for a favor. The artist shared his ideas to include in the logo heraldic signs associated with the plant’s location. The management liked the idea very much. So on the plaques of cars appeared a fragment of a red cross and a huge snake absorbing a child. The first sign personified Milan; the second was a symbol of the influential House of the Visconti dynasty, which ruled the city from the 14th century. During the entire existence of the trademark, eleven emblems have changed, and the twelfth is used now.

The changes made are related to the restructuring of the automotive industry. There are plans to merge PSA and FCA, which include Alfa Romeo. In 2021, other brands will join the Stellantis group so that it will become much larger. In this regard, the company has carried out a redesign of the logo. It depicts the same elements from the beginning: a giant serpent swallowing a person, a crown, a red cross, edging circular lines, and the name of an automobile manufacturer.

The logo came out metallic, voluminous, with a chrome texture. The dividing line has disappeared in the inner circle, so the cross is in contact with the snake. Biscione has several turns removed: now, it only has three body turns instead of five. The man received the outlines of an angel-like statue. The crown has shrunk to one short stroke with three dots. The font is reduced in size and has serifs. Instead of golden, silver is now a priority: it is with it that all elements are circled, including the inner and outer circles.


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