FAP Logo


The FAP logo is a striking design featuring the abbreviation for “Fiat-Alder-Palhinhas.” The three letters, written in a unique, vertically elongated font, lack serifs and are narrow at the edges. The letter ‘F’ has all straight angles, the ‘A’ sports a long, sharp apex, and the ‘P’ is marked by rounded corners. All these elements are housed within a white quadrilateral shield with a pointed base. This shield is framed by a broad outline and the company name, colored in dark teal.

The design elements tell a story about the brand’s identity. The choice of a serif-less font for the acronym gives a modern and sleek appearance. The elongation of the letters indicates a stretch for excellence, never settling for mediocrity. The ‘F’ with its straight angles symbolizes stability and reliability. The ‘A,’ with its pointed apex, gives off an aura of precision and sharp focus. Then, the ‘P’ comes with rounded elements, softening the visual impact and adding a touch of humanistic design.

The use of a white shield as the background serves multiple functions. It accentuates the teal and the lettering and carries traditional implications of protection and strength. White is universally accepted as a color representing purity and integrity, values with which this brand wishes to be associated.

The dark teal color used for the company name and outline also has its tale to tell. Teal is a color often linked with wisdom and trust. By employing this shade, the emblem portrays a sense of maturity and confidence aimed at appealing to a discerning audience that values these traits in a brand.

Midway through the design, one notices the prominent yet subtle elements that allude to the brand’s essence. FAP doesn’t merely offer products; it delivers on a promise of quality, wrapped in an aura of trust and technical prowess.

The quadrilateral shield’s pointed base implies a directional focus, suggesting that the brand is always moving forward yet grounded. The pointed end is a metaphor for innovation, punctuating the market with its unique offerings.

The logo’s overall design elements work harmoniously to deliver a powerful message. It encapsulates a blend of modernity, reliability, and quality that the brand aims to deliver. Through its use of color, form, and typography, the emblem creates an impactful visual narrative that solidifies what FAP is all about.

FAP: Brand overview

Founded: 1921 – 2009
Founder: Domingos Sousa
In a speculative narrative, FAP, which stands for Fábrica de Automóveis Portuguesa, was established in 1921 in Lisbon, Portugal by business visionary Domingos Sousa. Initially functioning as a modest workshop, it manufactured automotive components and customized imported cars to cater to local preferences. By the time the 1930s arrived, the enterprise had evolved enough to unveil Portugal’s inaugural homegrown passenger car, marking a significant milestone in the country’s automotive history.

During its heyday in the mid-20th century, particularly in the 1950s and 1960s, FAP became Portugal’s leading car manufacturer. Employing over 5,000 individuals, the company had substantial production facilities in Lisbon and Porto. FAP’s vehicles were chiefly celebrated for their durability and cost-effectiveness, specifically tailored for the Portuguese consumer base.

However, the brand encountered turbulent times as the 1970s unfolded. FAP found it challenging to adapt to rapidly advancing automotive technologies and was increasingly undercut by foreign rivals. Aiming to revitalize itself in the 1980s, FAP underwent privatization and partnered with car makers from France and Italy to assemble their vehicles under license in Portugal.

Unfortunately, these strategic shifts couldn’t overturn the company’s declining profitability. In 1998, after more than seven decades of operations, FAP succumbed to financial pressures and shut down. Despite its closure, the brand endures in the collective memory as a trailblazing Portuguese automotive institution crucial in mobilizing the nation throughout the 20th century.

Meaning and History

FAP Logo History

1921 – 1950

FAP Logo 1921

1950 – 2009

FAP Logo