Alfa Romeo Logo

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alfa romeo logo
Alfa Romeo logo is relatively new – the current version was created in 1910. However, its content is multifaceted and therefore of interest to designers. And rightly so, there are the coat of arms of the XIV – XV century, the symbols of Milan, at the heart of the logo.
The Alfa Romeo logo is elegant and stylish. Upon a closer view, heraldically significant and ancient elements are found. In other words, there is a deep historical content in the modern form.

Meaning and history

Alfa Romeo Logo history

The modern automotive Alfa Romeo logo is a replica of the old Visconti family coat of arms. The family representative, Luchino Visconti, fans of Italian neo-realism know as a great film director. Their coat of arms depicted a giant snake swallowing a sacrificed baby. Depending on the source, this image is interpreted in two ways. In some sources, it is associated with the victim of Christ.  In others, its origin refers to the culture of the Saracens, which, according to legend, have been defeated by the valiant Red Cross knights.
Next on the logo there is the flag of Milan, reminiscent of the first crusade in the Middle Ages. Then enthusiasts – knights (who sometimes, under the guise of religious motives, were all out for the Holy Land for prey) set themselves the task to put up a cross on the walls of Jerusalem, and the founder of Visconti, according to the legend, was the first who did it. There is another legend, also associated with the Crusades. According to this legend, one wealthy Milanese, who had gone to the first Crusade, seriously has been taken ill. He vowed to donate the property to the monks – hospitallers who treated the pilgrims, if he would recover. A miracle had happened, the patient has recovered and kept his word. But, having lost a wealth, as well as all crusaders, he had got nobility.  He has taken an image, which had been considered the “hallmark” of this monastic order, for the emblem – a red cross on a white background.
The draftsman and designer Romano Cattaneo, who created the Alfa Romeo logo in 1910, followed a simple path, collecting the most recognizable symbols of Milan for the image. So, formally, the logo is only 118 years old, but in reality the snake and the cross were used as symbols of Milan since the XIV-XV centuries.


alfa romeo symbol
The basis of the logo symbolism is the use of symbolic images associated with Italy in General and Milan in particular.
As for the image of the red cross on a white background, it is the flag of Milan. It refers us to medieval history, the first Crusades, era of knights. Initially, the contrast of red and white symbolized Christ’s atoning sacrifice and its dual nature. Today it is a recognizable symbol of the Milan city.


alfa romeo emblem
The form of the logo of the brand is the correct circle. The outline of this circle is highlighted in color and contains the name of the brand, Alfa Romeo. Initially, there was no inscription, it appeared later, as well as a wide outline, which became as the basis for the text.
For some time the emblem was surrounded by a laurel wreath – a symbol of the winners. Laurel leaves have appeared on the emblem as a sign of victories in car races.
The inner part of the emblem is divided into two parts that are up to heraldic requirements – in fact, these parts occupy two heraldic elements.
Despite the constant changes in the logo (the last time the logo was changed in 2015), it can be reliably stated that the century-old overall appearance is preserved. Correction of colors and simplification of forms emphasize respect of the brand to heritage and traditions of Milan.


alfa romeo old logo
An easy-to-read font of gold color was chosen for the logo. Gold as a symbol of well–being emphasizes the specificity of the target group of the brand – adults, successful people with above-average income. The font has a classic shape, clarity and sufficient thickness for easy perception.
During the twentieth century, the font has changed many times. However, the changes were more of a decorative nature: the font was originally planned as easy-to-read, “confident” and “reliable”.


alfa romeo car logo
The color scheme also attracts attention in the Alfa Romeo logo. The base color is dark blue and it occupies the largest area. The symbolism of this color in heraldry is significant – dark blue (blue) background is rarely used, and means the highest aristocracy, Royal blood, as well as a special favor of the Blessed Virgin. By the way, originally, the Royal snake in the right part of the logo was not green, but dark blue and swallowable baby was not red, but gold.
In the latest version of the logo, the blue snake turned green, gold is remained in the contours and text, and the image of the sacrificial baby turned red. Moreover, the color scheme of the logo is already interpreted very freely, without reference to the heraldic symbolism. Other factors, such as the composition and color balance between the two parts of the logo, have more importance nowadays.