As Luca De Meo, President of the Fiat Brand, explains: "In this important, dynamic context, we have decided to acknowledge the progress achieved so far, by changing our logo, as a tangible sign of the new impetus that is projecting us towards future challenges. This is why the new logo will make its debut on the front of the new Bravo, before being gradually adopted on all Fiat models."
Created jointly by RobilantAssociati, (an agency specializing in strategic design), and the Fiat Style Centre, the new symbol is derived from the famous shield that adorned the front of Fiat cars from 1931 to 1968, with the vertically elongated letters of the word FIAT standing out against a ruby red background, encased in a chromed frame. It has a three-dimensional effect which conveys an idea of technology, Italian design, dynamism and a strong personality, while it also harks back to the round logo (white wording against a red background, surrounded by laurel leaves) that identified powerful, high performance Fiat models for many years.
The new logo is therefore designed to convey ongoing change, a sign of the past re-written in a modern key, which is particularly representative of Fiat today, a brand which is focused towards the challenges of the future, but also proud of its historical identity.
For Fiat cognoscenti, the two main elements of the new logo will evoke memories of the Fiat 524 of 1931, which was the first Fiat product to use a rectangular logo that blended into the new grille in the shape of a shield with vertical elements.
For over 100 years, Fiat Auto has been building attractive, accessible cars. This logo is designed to encapsulate a proud history as well as a renewed focus on the future.