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Alfa Romeo was founded on the 24th June 1910 as A.L.F.A. Alfa Romeo's logo incorporates two heraldic devices traditionally associated with its birthplace, the city of Milan: a red cross, from the emblem of Milan and the 'biscione'; a crowned viper swallowing a moor - the emblem of the House of Visconti, rulers of the city in the 14th century.
A.L.F.A is an acronym for Anonima Lombarda Fabbrica Automobili ("Anonymous Automobile Factory in Lombardy" in English).
Alfa was renamed 'Alfa-Romeo' in 1915 and with that came an altered logo now reading 'Alfa-Romeo Milano'.
In 1925, a silver wreath was added to the outside as well as some minor edits to the typeface and the cross & viper.
In 1933, the text was modified and further edits were made to the badge.
The logo was simplified in 1946, removing the wreath and modifying the emblem yet again.
For a short time, the logo became red before it was reverted back to its former colour scheme. At this time the dash between 'Alfa' and 'Romeo' was removed also.
The logo was slightly changed in 1950 with the viper and cross being modified.
In 1971 the "Milano" word was dropped from Alfa Romeo's logo.
Marques:
Core: Fiat ( Professional · Abarth ) | Citroën
Global SUVs: Jeep
American brands: Chrysler | Dodge ( Demon , Hellcat , Viper ) | Ram | Mopar
Upper mainstream: Opel ( Vauxhall ) | Peugeot
Premium: Alfa Romeo | DS Automobiles | Lancia
Luxury: Maserati
Subsidiaries:
Comau | Eurorepar | Faurecia (46.34%) | Dongfeng Peugeot-Citroën Automobiles | Stellantis North America | Stellantis Italy | Fiat Argentina | Fiat Auto Poland (former FSM) | Stellantis Serbia (67%) | Fiat Powertrain Technologies | Gefco | Teksid (84.8%) | VM Motori | Fiat India Automobiles (50%) | GAC Fiat (50%) | Sevel Tofaş (37.8%) | Tofaş Türk Otomobil Fabrikası |
Subsidiaries: Fiat Industrial | Fiat-NSU | Fiat S.p.A. | Fiat-Tata | Chrysler-Plymouth | Jeep-Eagle | AMC | Magneti Marelli | Nanjing Fiat Automobile
The latest supercar news, rumors, reviews and more delivered to you each week. Cool supercar stuff only. No crap, we promise.
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Alfa Romeo Automobiles S.p.A. is an Italian car manufacturer. Founded as A.L.F.A. on June 24, 1910, in Milan, the company has been involved in car racing since 1911. It was owned by Italian state holding company Istituto per la Ricostruzione Industriale between 1932 and 1986, when it became a part of the Fiat group. In February 2007, the Alfa Romeo brand was transformed into the current Alfa Romeo Automobiles S.p.A., a subsidiary of Fiat Group Automobiles, now Fiat Chrysler Automobiles Italy. Alfa Romeo badge is made in round shape which encloses heraldic red cross, huge snake eating a man and golden Alfa Romeo letters which are located on the top of the circle. Milano writing is underneath. Nothing is known for sure about the fact why the founder chose such shape for his company’s logo. The Alfa Romeo logo is widely regarded among the best car logos in the history of graphic design – despite the fact that the emblem has undergone numerous modifications over the years. Its earliest version was an elusive one which was introduced in 1910. It is believed that the badge depicted the coat of arms of the Visconti family which was, at the time, the most influential and respected family in Milan. The emblem also carried a Red cross on a white background.
By danielcadams04@gmail.com | 2018-08-01T02:58:12+00:00 July 17th, 2018 | Uncategorized | Comments Off on The History of the Alfa Romeo Logo
Copyright 2019 Modern Classic Autos | All Rights Reserved
Alfa Romeo has perhaps one of the most puzzling and complex logos in the automotive industry. Inside of a black roundel bearing the name ‘Alfa Romeo’ is a circle split in half. On the left side is a red cross on a white background, while on the right is a crown-wearing serpent presumably in the process of devouring a human being. That’s right; the Alfa Romeo emblem that adorns the front of every Alfa Romeo product on the road depicts a rather morbid scene.
As with everything, there’s an explanation. And no, it isn’t just that all Italian car companies have a bit of madness in their roots. The more docile side of the logo, the red cross, bears the symbol of Milan, the town in Italy where Alfa Romeo was founded in 1910. You may recognize the symbol for its use in the logo for the football club, AC Milan.
The more morbid half of the equation; the serpent in the process of turning a guy into at best a paraplegic, naturally has a far more entertaining explanation. The official line from Alfa Romeo itself is that the symbol represents one of the oldest ruling families of Milan; the Visconti Family, which rose to power in the thirteenth century. Centuries prior during the crusades, the family’s patriarch, Otone Visconti, is said to have won a battle with a Saracen knight from the Syrian desert, and upon doing so, adopted as his family’s crest the symbol emblazoned on the Saracen’s shield; a serpent with a man in its mouth; known throughout history as a biscione.
The Visconti family would go on to take control of Milan, playing a major role in it the city’s future development. After the Visconti’s died out, their crest remained synonymous with the city, and is to this day a symbol of Milan, earning it a place in the Alfa Romeo emblem.
While it has evolved throughout the decades, with earlier editions including its home city’s namesake at the bottom, the basic design of the Alfa Romeo logo has remained the same. As most offered by Modern Classics are from the 1960s, 1970s, and 1980s, the majority of the Alfa Romeos in our showroom will be wearing logos depicted on the bottom row of the above list.
Visconti Crest Source: Wikimedia Commons
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