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Fiat Moves with the Times!
14th June 2007
With the continued growth of the Fiat business, they have matched this with a consistent brand image, designing a new modern, striking logo which will be seen for the first time on the Bravo and then used on all future Fiat models.
Fiat has had many image changes over the years, since being founded in 1899. The new brand logo is an adaptation of one used many years ago. It is based on the longest running Fiat logo, used from 1931-1968. Fiat have emphasised their heritage by opting for a retro design. The one thing that new brands cannot synthesise is their history, Fiat are trading on their history and the reputation they have made for themselves.
The second longest running Fiat logo was used from 1968-1999. The design had the letters F-I-A-T written, with a silver line between each of them, slanting at 18 degrees. The lines were added by the company’s design chief, Mario Maioli when he passed the Fiat factory at night, saw the giant Fiat logo on top of the plant with the night sky in between each letter.
The logo was next changed in 1999, in time for the brand’s 100th anniversary. The logo saw a return to the style of the badge from the 1920s. It was the renowned round shield of the Twenties, featuring a band of laurels around a blue field on which the Fiat name stood out in silver. Fiat was looking to the future, to the global market on which had played a leading role for many years, while at the same time keeping its identity and roots. The emblem stood for ‘change in continuity’, a sign of the past reinterpreted in a modern light.
Fiat’s new emblem will look at home on the new super stylish Fiat Bravo and will surely continue to be universal just like the company itself, with the new logo giving a more international image to its range.
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