Alfa Romeo Unveils Special Logo to Mark 115th Anniversary

Alfa Romeo has launched a custom logo to honour its 115-year journey as a car manufacturer.

The new logo’s debut is timed with two pivotal moments in the company’s history: Tazio Nuvolari’s iconic victory at the 1930 Mille Miglia and the introduction of the Quadrifoglio (four-leaf clover) logo in 1923.

The ‘good luck’ symbol was first seen on Ugo Sivocci’s ‘RL’, the first Alfa Romeo sports model post-World War I, during the 1923 Targa Florio.

While the earliest logos were painted directly onto the vehicles, the Quadrifoglio was later adapted into a badge for production cars.

“The 115th anniversary logo celebrates Alfa Romeo’s heritage, in a contemporary design that combines past, present and future,” says the Italian firm regarding the new anniversary design.

Adding: “The ascending diagonal of the number ‘115’ symbolises the momentum and drive for innovation, core values embedded in the brand’s DNA. The ‘5’, the focal point of the composition, is embraced by the Biscione [heraldic serpent], the brand’s historic and iconic emblem used here as both a visual and symbolic element to create depth and a sense of three-dimensionality.

“The bold contrast between the deep black of the numerals and Alfa red is reminiscent of the brand’s identity, defined by passion, sportiness, and Italian style. The presence of the Biscione and the graphic structure pay homage to the historic celebratory Alfa Romeo logos, reinterpreted in this case according to a minimalist and contemporary approach.”

Originally founded on June 24, 1910, as A.L.F.A., which stands for Anonima Lombarda Fabbrica Automobili, the company was later taken over by entrepreneur Nicola Romeo and officially became Alfa Romeo in 1918.

Source: Alfa Romeo