The logo of the Italian company Alpinestars seems to have been inspired by the tricky tracks conquered by its customers.
Alpinestars was established in 1963 by Sante Mazzarolo in Asolo, Italy. Originally, the firm manufactured hiking and ski boots. Over time, the range grew wider, and it now included boots for motocross racing and road racing boots. Today, Alpinestars is among well-known manufacturers of clothing and protective gear for motorsports and action sports.
The Alpinestars logo is pretty intricate. Its centerpiece is the emblem combining the lowercase letter “a” with a star. The two elements merge together to form a single symbol. Next to it, there is the writing “Alpinestars” featuring a playful, unusual type. The letters are lowercase and italicized. They are squeezed very close to each other and overlap in many places. While this damages the legibility of the logo, it also adds a distinctive touch. There seems to be some connection with the adrenaline rush characteristic of motorsports and action sports.
The very first logo of the Alpinestars company was designed in 1963, featuring two elements — the main banner, and the shortened emblem. The primary badge was composed of a solid black horizontally oriented rectangle with white cursive lettering written across it and decorated by a stylized white flower above the “I”. As for the icon, it was a square with the AS monogram and the same white flower, drawn on a background with a geometric mountain landscape.
After the first redesign, held by the company in the middle of the 1970s, the brand got a completely new style — more laconic and progressive. The new badge featured a bold black lowercase inscription, set against a white background, on the right from a minimalistic geometric emblem, depicting a circular swirl. The swirl looked magnetic and was placed here in order to depict motion.
In 2000, AlpineStars renovated their old logo by bleaching the wordmark, outlining it in black, tilting the letters and adding a new emblem. The latter was a white star with black framing stretched to the right and with a small ‘a’ instead of the two left tips.
The new Alpinestars logo version was introduced in 2020, with the emblem from 1993 kept as it was, but the lettering completely rewritten. The starred stylized “A” emblem is now set on the left from the lowercase black inscription, which is executed in a futuristic sans-serif typeface, with the characters slightly slanted to the right.