Historically, the crown is considered a symbol of power, one of the main regalia of monarchs and titled persons. Emperors and kings, princes and dukes, counts, and Roman popes wore them. In mythology and belief, people thought they “equipped” various deities with inhuman abilities, strength, and power. Throughout human history, crowns have taken various forms and were often made of pure gold or silver, inlaid with precious stones. Native Americans, even before the first European colonists arrived, incorporated beautiful bird feathers into their jewelry. Today, many brands use this mark in their logos as a symbol of power, strength, and superiority, highlighting their advantages over competitors in their respective fields.
Why do automobile manufacturers choose a logo with a crown?
As part of the logo, the crown emblem does not demonstrate superiority; instead, it conveys the bearer’s prestige. That is why most companies actively use it in their trademarks. In addition, many associate this symbol with authority, which, in the client’s eyes, confers high status on the organization. By incorporating regalia imagery, large corporations project a high-status image built over time. This element also helps establish the product’s price category and corresponding quality level. Although the wreath is often featured in logos, each instance has a unique graphic design.
Toyota Crown
Toyota Crown is a line of full-size sedans. Over its history, the brand has produced 15 generations of the series. The car belongs to the Premium category. Its unique design adds elegance and highlights the owner’s character. The main sales objective is to target Japanese and select Asian audiences.
The Toyota Crown has taken a leading position in the brand’s model range, thanks to its unwavering reputation, established when it was first released in 1955. The interior design has evolved through numerous changes, becoming a model of privilege. The stylized princely crown on the steering wheel and grille reflects this. Smooth lines and smooth curves suggest stability and nobility. The car embodies independence and refined thought, central features of the aristocracy.
Scania
The Swedish company, founded in 1891 as a manufacturer of bicycle cars, began producing buses, trucks, and commercial vehicles, as well as diesel engines for ships and industry, in 1920. From 1968 to 1995, it was part of SAAB, during which period it gained recognition for its heavy-duty trucks.
The modern Scania logo was designed in 1984 in collaboration with artist and sculptor Carl Fredrik Reitersvard. The main element was a crowned red mythical beast, a griffin. It was taken from the coat of arms of Count von Skane and symbolized speed, attention to detail, courage, and strength. Digital technology gave the sign a clearer visual representation. Freed from visual overload, it became more concise and easier to perceive, ensuring memorability and brand recognition. The circle represents integrity, and the elements outside it symbolize development and cooperation. The blue background in the corporate identity inherently reflects honesty and fidelity to the stated principles.
Saab
Founded in 1937, Svenska Aeroplan Aktiebolaget originally produced bombers and fighters for military use. Its most famous aircraft is the Viggen 37 single-seat fighter. In 1949, the company began producing automobiles, prompting a change to its acronym to Svenska Automobil Aktiebolaget.
With the creation of Stockholm Design Lab AB, the company adopted a new brand identity and visual identity. After SAAB and Scania separated, the company adopted a red griffin head framed by a gold crown with three tips. This was a tribute to the former union of the companies. At the same time, the element combines the regal qualities of beasts and birds, hinting at the available power and vigilant attention to detail. Below the silver color, the SAAB name is set in Sequel 100 Black 95, with an original refinement that combines the letters into a single structure. The rings surrounding all the parts symbolize the company’s integrity and independence.
Noble
Since 1999, Noble Automotive Ltd, a British automaker based in Leeds, Yorkshire, has been supplying high-speed sports cars to the market. It gained notoriety with the M600 model, which boasts a top speed of 362 km/h. However, by 2012, the company was on the verge of bankruptcy, so it ended serial and custom production.
The brand symbol reproduces the first letter of the surname of the founder, chief designer, and company director, Lee Noble. The mirrored letters visually evoke a chess piece, such as a queen, or a four-pointed crown, suggesting aristocracy and the superiority of its cars. Two crossed flags symbolize the car’s sporty orientation and its focus on speed.
Pininfarina
The Italian company Pininfarina was founded in 1930. It specializes in developing bodies and exterior styling for passenger cars. It gained fame through contracts with American companies. With the advent of the hybrid engine era, the company produced its first electric car, the Bellore.
The Pininfarina logo consists of the brand name in a square, italic font with lowercase letters. It reflects the harmony of classic and innovation, conveying impeccable style and experience. The mark is a vertically oriented rectangle, centered on an accentuated, bold letter “F” with a curved rim, the first letter of the founder’s surname. A red crown with an elegant pearl highlights the brand’s rich heritage. Thanks to digital technology, the brand has undergone minor graphic changes to improve clarity and quality. The color scheme reflects a loyal, high-quality design approach.
Alfa Romeo
Anonima Lombarda Fabbrica Automobili is an Italian automobile company founded in 1910 that, in 1915, came under Nicola Romeo’s ownership and was renamed Alfa Romeo Automobiles S.p.A. At every stage of its development, it achieved brilliant results, competing in Formula 1 races. The brand gained fame for its innovative approach to design, interior design, and advanced positioning in the automotive industry.
To mark its 110th anniversary, Alfa Romeo commissioned a logo redesign in partnership with the Robilant Association studio. Laconicity and digital technology made the new version more presentable. The color scheme retains the red cross, blue ring, and green snake. The font is Distancia ExtraBold, with serifs that symbolically convey the movement and speed inherent in this car category. The dividing bar was removed, and a silver structure replaced the blue-and-white background. This allowed the number of turns in the crowned Biscione to increase or decrease, uniting it with the cross of the Milan coat of arms and paying homage to the country’s and nation’s history.