Abarth Logo

Abarth Logo
Abarth is an Italian car manufacturing company, which was organized in 1949 by a former biker, Carlo Abarth. Abarth is mainly known for its collaboration with Fiat and a famous Fiat 500 Abarth model.

Meaning and history

Abarth Logo history


After a serious accident, Carlo Abarth left his biking dream and became an automobile designer. Carlo created the brand’s famous logo in 1949. He chose a scorpion as an emblem due to two reasons: his zodiac was Scorpio; and the uniqueness of the creature.

1949 — 1954

The very first Abarth logo from 1949 was composed of a blue scorpion image with black outline and red wordmark in all caps “Abarth & Co — Torino”. It was a bright logo with clear confident lines and stayed with the brand for five years.

1954 — 1969

In 1954 the Abarth logo was redesigned and started taking the form we all know now. The shield-like shape of the emblem was colored yellow and red with the blue outline and arched lettering. The scorpion figure in the center of the emblem executed in blue. Through the years the logo was slightly modified, the outline became thinner and the colors — brighter.

1969 — 1971

The scorpion image becomes more geometric and changes in color to black. The Abarth wordmark also changes palette to white on a light blue background.

1971 — 2007

The brand decided to bring the blue scorpion back and add the colors of the Italian Flag to the wordmark. One more experiment of 1971 was a purple scorpion figure on a yellow and orange background.

2007 — Today

The new Abarth logo was designed in 2007 and only slightly refined during the years. Today the logo is composed of a curved shield with gray outline the background is diagonally split into two parts — red and yellow, the wordmark is placed on the top of the shield on a black background with the Italian tricolor lining. The scorpion is abstract and black, which makes the logo look sharp and masculine.
The white lettering in all caps features a custom typeface with hold sleek lines.

The Emblem

Abarth Emblem
The iconic Abarth emblem always featured an image of the scorpion. It is a unique and strong symbol, which adds power and brutal character to the brand’s visual identity.
In the early years, the scorpion featured a blue color and was very detailed. But today the icon is executed in abstract geometric style, which makes the logo look modern and fancy.
The Abarth Emblem is a masterpiece of the contemporary visual identity design.