Lancia is an Italian automotive brand that is part of the Stellantis group. It specializes in the Ypsilon premium passenger car series, a five-door supermini. Previously, the company was engaged in the production of rally sports cars. Moreover, it was opened twice: in 1906, when Vincenzo Lancia and Claudio Fogolin were founded, and in 2007, when the work of its parent corporation Fiat was reorganized. The first time the company was named Lancia & C. Fabbrica Automobili, the second – Lancia Automobiles SpA. Its head office is still located in Turin.
Meaning and History
The founders of the company were two friends of the racer – Vincenzo Lancia and Claudio Fogolin. They produced their first car under the Lancia brand in 1907. It was the Tipo 51, later renamed Alfa. She had a 4-cylinder engine with 28 horsepower. In 1910, its parts were sent to the United States, assembled from scratch, releasing the SGV car. Then the Italian company got its first truck – Jota (in 1915).
In 1937, Vincenzo Lancia died, and his wife and son took over the company’s management.
Adele Miglietti Lancia and Gianni Lancia offered the position of engineer Vittorio Jano, who was already well known in professional circles for his projects, including Alfa Romeo and the successful sports cars of the 6C, P2, and P3 series. In 1955, the management passed to Carlo Pesenti, and in 1969 the company was incorporated into the Fiat concern and became its subsidiary.
After 1990, car sales plummeted, and the parent company changed Lancia’s range to buy Chrysler’s stake. So she decided to combine and update products to increase demand in the European market. Lancia’s current legal entity was incorporated in January 2007 when Fiat reorganized its business. But nothing helped: the level of sales continued to decline, so in 2015 the concern refused to sell Chrysler under the Lancia brand. He focused on the Ypsilon model, which found widespread demand in Italy. This car became the best-selling car in 2019.
Following the merger with the Stellantis group, the Italian brand and subsidiaries Alfa Romeo and DS Automobiles designs new premium cars. Their release is scheduled for the 2024th year. It is expected that they will once again show off the Lancia personal badge. In all, the company, renowned for its rally heritage and technical innovation, has six logos.
1906 – 1911
A laconic emblem in the form of an inscription belongs to this period. It was a copper or brass plate with the name of the manufacturer. It contained cursive handwritten text and was placed on the radiator grille. The letters were ornate, with curly curls that blend harmoniously into the underline and the upper half-arc. The main color of the logo is yellow.
1911 – 1929
At the request of Vincenzo Lancia, Italian artist and designer Carlo Biscaretti di Ruffia took over the development of the real logo. As a result, he presented six sketches to choose from. The brand’s founder liked the option with a round rim or with a steering wheel divided by a cross into four parts. On its background was a flag with a pole made of a sharp spear and a golden inscription “Lancia” on a blue cloth. The fact is that the name of the company in translation means “spear.” There was also a manual choke on the right side of the figure. The font consisted of elongated letters with thin serifs. In “L,” it was large and hooked. This emblem first appeared on the Gamma 20 HP.
1929 – 1957
In 1929, the seal with the flag, spear, and choke was enclosed in a shield – a geometric figure called the “reuleaux triangle.” This version was also one of six sketches proposed by Carlo Biscaretti di Ruffia. In this form, the icon has become much more solid and presentable. The shield, like the flag, was painted blue. In addition, he received a frame consisting of thin double lines. Although this emblem was first used in 1929 on the Dikappa, it was not permanently used until 1936 on Aprilia cars.
1957 – 1974
Since 1957, Lancia began to equip its cars with a full-width horizontal grille. Therefore, the transformed look required an improved logo. It has been replaced by a three-dimensional openwork version in chromed metal and moved a little further to the grille. The designers painted the steering wheel and shield in silver, adding shadows and highlights. They also modernized the wheel by removing the cruciform division into four parts. The only recognizable detail was the flag on the spear with the name of the trademark: as before, it was blue. For the first time, such a logo shone on Flaminia models.
1974 – 2007
The developers changed the emblem at the request of Umberto Agnelli and returned it to the silver-white-blue color and the 1929 uniform. But there were also differences. For example, the designers unified the flag and spear, making it look like a straight pole. They also removed the throttle on the right side, removed the wide bezel, and changed the color to blue with a gradient. The lettering has also been changed, so instead of an elongated type with sharp serifs, there is a classic typeface with tightly spaced letters. The frame on the shield remains chrome-plated. In this form, the emblem debuted on the Delta car.
2007 – present
The actual logo was presented at the Geneva Motor Show. Its author is the Robilant Associati studio. The designers have replaced the old steering wheel with a modern, chrome-styled wheel with two sharp spikes at the top and bottom that point towards the center. Another change affected the flag and spear: they were removed by the developers. From past versions, only the traditional blue shield and chrome edging remained.
Font and Colors of the Emblem
The idea to decorate the logo with a flag on a spear appeared immediately because the founder’s surname, Vincenzo Lancia, translates exactly as “spear.” It is not only in the modern version – in the rest, it is present in various modifications.
Early versions were dominated by a retro typeface with elongated letters and sharp serifs. Now the commercial font News 706 Roman is used – modern, printed, with classic serifs. Its free counterpart is Bienetresocial Bold.
The corporate palette includes metallic colors – all shades of silver. Usually, it was complemented by blue and white. The debut logo used a golden gradient.