FIAT is one of the largest Italian automotive corporations. The headquarters is located in Turin. Hence the name Fabbrica Italiana di Automobili Torino. “Joint-stock company of the automobile plant in Turin” was created by a group of enthusiasts led by retired officer Giovanni Agnelli, who decided to start assembling cars. Today the brand is part of the Fiat-Chrysler Group and unites several enterprises: Fiat Automobiles, Ferrari, Maserati, Abarth, Alfa Romeo, Lancia. It is now the largest passenger car manufacturer in Italy and one of the most popular distributors worldwide. Fiat has won the international European Automobile award 12 times, more than any other company.
Meaning and History
FIAT has 26 logos on the hoods of its cars from the early 20th century to the early 21st, when the most recent redesign was carried out. In general, the emblems were very similar to each other and were grouped by year: from 1921 to 1931, the badge was oval, until 1968 it was vertical rectangular, until 2003 it was oblique, and then the round logo alternated with the text … Currently, the emblem contains only an inscription – a red name on a white background.
1899 – 1901
In the year the company was founded, the newly minted automaker did not yet have its logo. But the emblem was created – a golden rectangle with “curved” edges resembled ancient parchment. The full name “Fabbrica Italiana di Automobili Torino” and its abbreviated Fiat version flaunted in block letters in the center.
1901 – 1903
The first emblem did not last long. In 1901, chief designer Mario Majoli, driving past the factory in the evening, noticed how futuristic the building looks against the darkening sky. This inspired him to create the first company logo. The blue-enameled plate now bore only an abbreviation for the name, four letters with gaps between them. The shape is rectangular with a slightly elongated upper edge. And the font that was used on the first logo became FIAT’s trademark.
1903 – 1908
The artists somewhat simplified the graphics. The letters remained unchanged – slightly elongated, with the characteristic letter “A.” We also retained the color palette, the blue background, and the brightly highlighted letters.
1908 – 1921
In 1908, the emblem became more elegant – the artists placed the traditional abbreviation in the center of a horizontally located blue oval. The logo looks more versatile, and the letters in the center of the oval against a dark blue background look even brighter.
1921 – 1925
In 1921, the Fiat logo was completely changed. Now it is a perfectly even circle framed by a laurel wreath. The company chose the laurel crown for a reason: its cars at this time began to win various racing competitions often. The font color turns red on a white background. With a monochrome palette, he looked confident and powerful.
1925 – 1929
In 1925, minor changes were made: the laurel’s image was simplified, the wreath became symbolic. A dark blue color was used for the background. The Fiat lettering was made white, which looked very advantageous against such a background.
1929 – 1931
Until 1931, minor changes were made to the logo, but they concerned only the color scheme. The Fiat emblem remained graceful – a silver frame with leaf ornaments and original lettering.
This time the background color of the logo was changed, replacing the “blue sky” with the red color of victory.
1931 – 1932
The logo changed dramatically in 1931. The shape of the radiators of Fiat cars has changed. In this regard, the shape of the logo was completely changed, deciding to remove unnecessary attributes in a laurel form. The firm “Fiat” font was noticeably “lengthened” in height. The very shape of the logo became rectangular with rounded corners and resembled a car radiator grill. Only the dark red background color remained unchanged.
1932 – 1938
We can say that the emblem has remained the same, only instead of rounded corners, it has acquired the shape of a clear rectangle.
1938 – 1949
The logo became shield-like and, in this version, fit much better into the design of the company’s racing cars, becoming an adornment of any radiator grille. The shield emblem with a graphic top looks particularly sleek and elegant. And until 1968, this emblem was installed on cars with only minor changes, retaining the colors and, of course, its font.
1949 – 1959
Here we have simplified the outline of the emblem a little, making the lines straight and clearer. The corporate font tapers slightly towards the bottom, repeating the shape of the shield. Dark red in combination with silver gives the logo austerity and even a certain aggressiveness.
The shape of the shield has softened with rounded corners. A thick silver frame frames the logo. The letter A with a pointed top lends sophistication to the overall emblem.
1959 – 1968
The shape of the shield is no longer so pronounced and aggressive. A wide silver bezel and almost rounded corners give the emblem a soft feel.
1965 – 1982
The round logo resembles a print because it is based on a classic rondel. In the center is the name of the car brand in Verkehr Std Bold. The letters are yellow, high, with elongated legs and a white edge. “A” has its upper-right corner cut off. A small red circle serves as a background. A thin light line surrounds it. The same strokes are found under and above the inscription. There is a wide gray stripe with a wreath of laurel leaves painted in graphite color on the outer edge.
1968 – 1972
In 1968, the logo underwent radical changes again. The corporate font has also changed. The logo has become more strict and geometric. It now has four diamonds separated by white stripes. Each letter is placed in its “own” cell, and the letters FIAT are written in clear “correct” italics.
This logo remained with the brand for quite some time and is considered one of the best versions of Fiat’s design today.
1972 – 2003
Only the color of the rhombuses has changed. They are now classic navy blue.
1982 – 1991
The rhombuses were replaced by five longitudinal stripes, not quite even, slightly inclined to the left, like the italic font.
1991 – 1999
The designers have changed the color scheme. Now there is a blue gap between the stripes.
1999 – 2003
And again returned to the rhombuses. Only now, the color palette of the logo was changed to blue and white, and it became modern and light. Highlights are visible at the top of each diamond. The Fiat lettering features a bolder sans-serif typeface, and the clean lines of the letters make the logo stand out and stand out.
1999 – 2006
In 1999, the designers decided to be nostalgic and turn to old traditions, returning the logo to a round shape. Officially, for the 100th anniversary of the company, it was decided to get as close as possible to the look that the logo had in the 1920s. Only this time, blue was used as the main color. In the new version, this emblem had a blue background and chrome letters, and the letter “A” again acquired its original outline. Thanks to the silver color of the font, the inscription turned out to be voluminous and bright. We did not forget about the more stylized laurel wreath. The company used the logo for only one year.
2001 – 2006
Keeping the circular shape, the artists changed the background color to a deeper blue and made the letters and borders silvery white.
2003 – 2006
Brand new design for the company. Four separate letters of the abbreviation in bright blue. However, the font style is completely preserved.
2006 – present
In 2006, the company’s design department decided to modernize the existing logo, making it three-dimensional and adding silver tones to the palette.
The artists combined two forms of the emblem: round and thyroid. The emblem was enclosed in a silver circle with a rectangular insert and semicircular edges, which gave the emblem a 3D effect. The company name was inscribed in silver letters on a red background. Elegant, elongated letters echo a long-established font, but now it looks cleaner, defining a style that follows the latest graphic design trends.
2020 – present
The 2020 redesign retained the original Fiat emblem styling and typeface, flattened the letter lines, and raised the color palette to scarlet red. The new combination looks chic and vibrant, reflecting the brand’s passion and strength, highlighting its attention to detail and value for beauty.
In all variants, we see the preservation of recognition and continuity.
Font and Colors of the Emblem
For a solid logo, the authors chose an equally solid typeface – Verkehr Std Bold, thin, elongated, graceful. Its developer is designer Mott Jordan. ITC first published the font. There is a free and almost complete counterpart called Denk One, created by Sorkin Typ. In the early version, the inscription in the emblem was curly, with long pointed legs. Her business style appeared in 1903.
The color palette is so diverse that it is difficult to call it a corporate one – it changed with every redesign. But most often, they used yellow, cobalt, blue, emerald, black (in the initial versions of the logo), red, metallic, white, blue with a gradient (in later versions of the logo).