Lancia has issued the following press release:
The new Lancia logo has been created by RobilantAssociati, an advertising agency that specialises in brand advisory and strategic design, and by the Lancia Styling Centre. It is a symbol of ’change in continuity’, a sign of the past reinterpreted in a modern key to convey the idea of a brand projected towards the challenges of the future but also proud of its historical identity. This makes the new Lancia logo a visual synthesis of its philosophy of Tradition and Innovation. The brand can boast a vast heritage, which is a constant source of inspiration in its striving for innovative technical solutions. — Abarth 'Scorpion' brand revival.
The new logo is essential and striking, and confirms its strong links with Lancia tradition through two elements: the colour blue, which has been present since 1911, and the shield, which was added in 1929, but has been brought up to date by the volumetric use of 3D. The most important innovation regards the steering wheel, which becomes a graphical sign, and the four spokes, which are now expressed in two points and play a functional role: focusing the eye on the Lancia logo, which has been slightly touched up to make it more legible, but still maintains its graphical links with the 1911 logo. — automotive design leadership changes.
The new Lancia logo embodies the mission of an Italian company that for a century has been building cars with fascinating styling and innovative engineering, true icons of our time that continue to amaze us for their design, elegance and character. All this belongs to Lancia’s human and technological heritage: this is where the uniqueness of one of the most amazing adventures of the 20th century lies, a story that began in Turin in the Autumn of 1906, one of men, engines, roads and technology. But also of the symbols that have appeared on the radiator grilles of Lancia cars in the last one hundred years. A description of them follows, with a reference to the year when each one was used for the first time. — automotive brand experiences.
