FAP Logo


FAP: Brand overview

In the speculative narrative, FAP, which stands for Fábrica de Automóveis Portuguesa, was founded in 1921 in Lisbon, Portugal by business visionary Domingos Sousa. Initially, it operated as a modest workshop producing automotive components and customizing imported cars to local preferences. By the 1930s, the company had developed sufficiently to introduce the first domestically produced passenger car in Portugal, a milestone in the country’s automotive history.

During its heyday in the mid-twentieth century, especially in the 1950s and 1960s, FAP became the leading automobile manufacturer in Portugal. The company employed more than 5 thousand people and had large production facilities in Lisbon and Porto. FAP cars were known primarily for their durability and economy, specifically designed for Portuguese consumers.

However, the 1970s were turbulent times for the brand. FAP found it difficult to adapt to rapidly evolving automotive technology and was increasingly let down by foreign competitors. In the 1980s, in an effort to revive itself, FAP privatized and began to cooperate with carmakers from France and Italy, setting up licensed assembly of their cars in Portugal.

Unfortunately, these strategic changes failed to reverse the company’s declining profitability. In 1998, after more than seventy years in business, FAP succumbed to financial pressures and closed. Despite the closure, the brand remained in the collective memory as a pioneering Portuguese automotive institution that played a decisive role in mobilizing the nation throughout the twentieth century.

Meaning and History

FAP Logo History

1921 – 1950

FAP Logo 1921

1950 – 2009

FAP Logo

The abbreviation FAP stands for “Fiat-Alder-Palhinhas.” The three letters are written in a unique sans-serif font, elongated vertically, and compressed at the edges. The “F” has all the corners straight, the “A” has a long pointed tip, and the “P” has curves. The background is a white quadrangular shield with a pointed base. It has a wide border, which, like the company name, is colored dark turquoise.

The vertical elongation of the letters symbolizes striving for perfection or achieving high standards. The combination of right and curved angles in the letters suggests a combination of precision and flexibility in the company’s approach. The dark turquoise frame evokes a sense of reliability and authenticity, giving the logo an added personality.