Logos - Automobile industry - I

The idea of creating a blog describing the story behind the logos suddenly sprang up in my mind today after reading an article on the impact the foreign car industry has on the Indian market during the current period of economic crunch. This made me start with the automobile industry - an interest I gained of late from a great friend of mine who taught me on what makes up the car and convinced me that they do more than transporting people.


BMW- Bayerische Motoren Werke/ Bavarian Motor Works


There are two interpretations to the one of the most revered emblem of the modern industrial world. To the romantics, the logo denotes the propeller of the airplane against the blue sky. This version of the story was mentioned in the company journal “BMW Werkzeitschrift” by Wilhelm Farrenkopf, the then press and advertising director, in 1942. Sadly, this is a story not supported by the company. Bayerische Motoren Werke GmbH which has its roots in Rapp Motorenwerke GmbH was formed on the 21st of July, 1917. The company history shows that the first advertisement of the newly formed company was published without the logo as the filing of the application was made only on 5th Oct, 1917. When the company BMW was born, it took with it the circular ring from the logo of Rapp Motorenwerke and merged it with the blue and white colour of the Bavarian flag; resulting in the logo of BMW.

Logo of Rapp Motorenwerke GmbH (1913-1917) (Source : BMW)

Map of Bavaria

Logo of BMW GmbH (October 1917) (Source : BMW)

The logo is said to have seen many transitions over the period of time. This was one of the images I found while searching for the BMW logos.

(Source :http://www.motorcyclistonline.com/newsandupdates/122_0710_bmw_roundel/index.html)

No matter the changes that shaped the current emblem, all BMW lovers agree to the fact that BMW is "Sheer Driving Pleasure".

Mercedes- Benz



Though the brand name "Mercedes" got patented and was used since Sep, 1902, the official filing for patent of the three-pointed star was made in 1909. The story states that Gottlieb Daimler's sons, Paul and Adolf, presented the idea of the three-pointed star. Their father Gottlieb Daimler who was the Technical Director of Deutz Gasmotorenfabrik from 1872 to 1881 is said to have marked his house on a picture of Cologne-Deutz with a three-pointed star stating to his wife that this star would one day rise above his production plant.

The Daimler-Motoren-Gesellschaft (DMG) Board filed for a three-pointed star and a four-pointed star; though it was the three-pointed star that was ultimately used on the front radiator of vehicles from 1910 onwards.

The three-pointed star denotes the Daimler's theory of 'universal motorisation'- "on the ground, on water and in the air". The circle around the star was introduced in 1916 along with four small stars and the word "Mercedes". The logo saw many changes over the period of time.

(Source : Mercedes)

Alfa Romeo



Alfa Romeo Automobiles S.p.A started to function as ALFA in 1910. The word ALFA which is an acronym for Anonima Lombarda Fabbrica Automobili, meaning Lombard Automobile Factory, Public Company adorned the top of the first emblem of the company. Next to it was the symbol of Milan- Argent, a cross Gules - and the coat of arms of the Visconti family. At the bottom were the words MILANO and the top and the bottom were separated by the Savoy dynasty knots.

Symbol of Milan- Argent, a cross Gules

Coat of arms of the Visconti family

The knots that depicted unity of the Savoy dynasty

The emblems of Alfa Romeo over the years (Source: www.alfaromeopress.com)

Later when the company came under Nicola Romeo, his surname was added; thus leading to the birth of Alfa Romeo. With the intention of paying tribute to the victory in the first world championship by the P2, the Alfa Romeo logo was surrounded by a laurel wreath of metal. The destruction of the original mould during the world war bombing and the hard post war period brought about a change to the symbol of the company. The savoy knots were replaced by wavy lines and the 1950s saw the reuse of the colour logo. In 1972, decision was made to replace the word 'Milano' following the opening of the Alfa Sud plant near Naples.

The last restyling saw the removal of the laurel wreath and the increase in the diameter of the logo resulting in an emblem that is admired by many.

Ferrari

Variant to the history of other companies where the creation of the brand name for the logo begins after the birth of the company, the 'Prancing Horse" of Ferrari had its origin long before the birth of the company "Ferrari'.

In 1923, when being employed as the official Alfa driver and while racing in Ravenna, Enzo Ferrari got acquainted with the mother of Francesco Baracca who was fighter ace during the World War I. She suggested he adopt the emblem of the prancing horse for good luck which decorated the fuselage of the plane of her son.

Count Fransesco Baracca and the prancing horse (Source: Wikipedia)

It is said that the original Prancing Horse was painted red in a white background. Enzo Ferrari adopted a black horse as a sign of mourning in a yellow background which was the colour of his hometown, Modena.

In 1929, Scuderia Ferrari was formed and it raced for Alfa Romeo. Scuderia is Italian for "stable" and Ferrari, the founder Enzo Ferrari. The prancing horse made its first appearance in 1932 on the cars of Scuderia Ferrari for Alfa Romeo.

Logo of Scuderia Ferrari

In 1939, when racing was prohibited on account of the World War II, Enzo Ferrari left Alfa Romeo and built his first car in 1940 under the name of Auto Avio Construzioni. When the war ended he worked on the first car with his name which made its debut in 1947. The first prancing horse grand prix car finished third at the 1948 Italian Grand Prix in Turin. The advent of the Formula 1 World Championships in 1950 saw Ferrari's domination in the world of car racing; after which there was no looking back.



FIAT


In 1899, when the company Fabbrica Italiana Automobili Torino (Italian Automobile Factory, Turin) is founded in Turin, an artist's creation of a parchment with the name of the company becomes its first logo.

(Source: www.fiat.com)

On its decision to have a proper emblem, a small enamelled plate with the name 'FIAT' gets introduced in the year 1901. The character "A" in the logo has remained more or less unchanged over the period of years.

(Source: www.fiat.com)

In 1904, the logo becomes oval.

(Source :www.fiat.com)

In 1925, to commemorate Fiat's victorious participation in the first competitive motor race, the logo gets changed to a circular one with 'FIAT' written in red on a white background, surrounded by a laurel wreath.

Around 1931, the logo is made rectangular with 'FIAT' written on a red background.

(Source: www.fiat.com)

The year 1932 saw another change in the emblem of the company. To make it suited for the radiator grille, the rectangular gets turned to a shield form.

(Source: www.fiat.com)

Slight modifications can be seen on the logo till 1968, when four blue rhombuses becomes the new emblem.

(Source: www.fiat.com)

In 1999. to mark the 100th anniversary, the company adopts a modified version of the logo that existed in 1920s. A chrome-plated emblem with the word 'FIAT' with the characteristic 'A' on a blue background and a laurel wreath surrounding it becomes the new logo.

(Source; www.fiat.com)

The current logo has its origin in 2006 and was seen first on 'Bravo'.

(Source: www.fiat.com)

A number of mergers and acquisitions saw companies like Abarth, Alfa Romeo, Lancia, etc coming under the Fiat group.

In spite of the changes it has seen over the years, FIAT still retains its position in the automobile industry.