Moto Guzzi is a legendary motorcycle manufacturer. It originated based on Società Anonima Moto Guzzi, which was created in 1921 by the heir to the shipowners Giorgio Parodi, his brother Angelo and mechanic Carlo Guzzi. In 1946, after rebranding, the company was renamed Moto Guzzi SpA. It is currently owned by Piaggio & CSpA, and its headquarters, like a hundred years ago, is located in Mandello del Lario.
Meaning and History
During World War I, two pilots and their mechanics had an interesting idea: they decided to team up to create a motorcycle company. It was planned that one of them (motorcycle racer Giovanni Ravelli) would test and advertise vehicles, the second (Giorgio Parodi) would finance the enterprise, and the third (Carlo Guzzi) would deal with the production process. But Ravelli was killed in a plane crash in the last days of the fighting. So the inseparable trinity, which became close, despite the difference in social status, was left without a motorcycle racer. In memory of him, Moto Guzzi uses the eagle logo.
1921 – 1924
The first experimental motorcycle went on sale in 1921. Its tank was adorned with a diamond-shaped emblem with the inscription “GP.” These were the initial letters of the names Carlo Guzzi and Giorgio Parodi.
1924 – 1957
The company owners decided not to name their motorcycles “GP” to avoid confusion with Giorgio Parodi’s initials. Giorgio himself insisted on this. He also suggested using the full version of the Guzzi surname. As a result, the brand was renamed Moto Guzzi and received a new logo. The name, as before, consisted of black sans serif letters. A proud eagle spread its wings over the inscription – a tribute to the deceased pilot Giovanni Ravelli’s memory.
1957 – 1958
In 1957, the phrase “MOTO GUZZI” was transferred to a gear with rectangular teeth: the first word was at the top, and the second was at the bottom. The eagle has moved to the center.
1958 – 1976
The emblem, which appeared in 1958, received the nickname Del Gambalunga due to its characteristic elongated shape. The bird and lettering were retained, but the eagle turned into a long, thin strip of black, and the company name took its place in the lower right corner. It was rumored that the symbol was associated with fascism, although in reality, it was just a bad design.
1976 – 1994
After another redesign, the eagle got a clearer shape. The letters have become larger, and the letter spacing is much smaller. Until 1994, the logo was dominated by white; black was used only for outlines.
1994 – 2007
In 1994, designers detailed the bird, depicting feathers, legs, and a detailed head. The distance between the characters has increased, which makes the inscription readable. All elements remained in place but were repainted yellow and placed inside a red oval with a yellow border.
2007 – present
Graphic agency Metalli Lindberg brought back the black and white version and removed the elliptical border.
The eagle is a tribute to the military pilot Giovanni Ravelli, who was supposed to be one of its co-founders. Also, the proud bird symbolizes freedom and is associated with Moto Guzzi motorcycles. The names of the models in one way or another touch on the topic of flight: Condor, Airone, Astore, Falcone.
Font and Colors of the Emblem
The bold sans serif was created specifically for the logo. It is vaguely similar to Bernhard Fashion BT (except for the letter “G”). The typeface also resembles Gotham Bold, Futura Bold, or Gill Sans Bold, although the match is not exact. A similar capital “M” appears in the Neutra Face and Verlag fonts.
There are only two colors in the main palette: black and white. It is a design classic that has characterized Moto Guzzi since 1921.