Fiat revamps logo as brand tries to relive past glories

Fiat, the struggling Italian car manufacturer, is revamping its logo in a bid to recapture its past glories.

The logo, which is derived from the famous shield that featured on Fiat cars from 1931 to 1968, will debut on the new Bravo model, to be launched in Europe in February next year and in the UK on July 1.

The design, which has been created by the Fiat Style Centre and design agency RobilantAssociati, has white elongated letters spelling out the word “Fiat” on a ruby red background, encased in a chrome frame.

It will replace the current logo, which features silver letters on a blue background, when it is gradually adopted on all Fiat models from next year.

Fiat, which is only just starting to turn the corner after the most difficult period in its history, says in a statement: “The new logo is designed to convey ongoing change, a sign of the past re-written in a modern key, which is particularly representative of Fiat today – a brand that is focused toward the challenges of the future, but also proud of its historical identity.”


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