Opinions on corporate and brand identity work.

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This is a very old entry — images are small, formatting is off.


Love at First Glancia

Reviewed Mar. 15, 2007 by Armin

Industry / Automobile Tags /

Lancia, Before and After

For some reason — contrary to my usual disdain for shadows and gradients — when it comes to car logos I like mine shiny and bevely. As If yanked from the hood of the car and glued to a business card. Italian automobile manufacturer, Lancia, celebrating its 100 years of car-making, has just launched a new identity designed by Italian design firm Robilanti Associati. While retaining the original and, I assume, recognizable shape, Lancia was able to add a hefty dose of attitude to the new badge, and they are not hesitant to play it up; from their web site: “… the shield has more depth, the 4 spokes have become 2 aggressive points….” Aggressive is rarely a word used to publicly describe any corporation. This new logo exudes car-ness and luxury, via a nice condensed serif (with a mean LA ligature) and is well positioned to support the new tag line, “The Evolution of 100 Years of Elegance and Attitude.” Now, that’s how I like my car logos.

Thanks to Jon Fredkove for the tip. Large image of the logo after the jump.

Lancia New Logo



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