(Est. 1910) “Alfa Romeo Automobiles S.p.A. is an Italian car manufacturer. Founded as A.L.F.A. (Anonima Lombarda Fabbrica Automobili, English: Lombard Automobile Factory, Public Company) on June 24, 1910, in Milan, the company has been involved in car racing since 1911. It was owned by Italian state holding company Istituto per la Ricostruzione Industriale between 1932 and 1986, when it became a part of the Fiat group. In February 2007 the Alfa Romeo brand was transformed into the current Alfa Romeo Automobiles S.p.A., a subsidiary of Fiat Group Automobiles S.p.A..” (Wikipedia)
Robilant Associati (Milan, Italy)
Images (opinion after)
At first glance it's hard to discern the changes on the new logo but (almost) every one of them is a surprising improvement. The previous logo was evenly split with the cross taking up half the space and the man-eating-snake the other half (forcing the snake to be smaller). Now, the snake breaks past its half and occupies the full inner circle and touching the stroke on the top and bottome, creating a very nice flow. The double strokes of the previous snake have been cleaned up, so its body and mouth are crisper while the poor man has also been streamlined. Even the crown got the minimalist editing and lost some dots and a couple of lines. The resulting image is so much easier to read and has more impact. The typography could be a lot better than the poorly spaced, semi-flared serif chosen and that last "O" really got the shaft, but at the very least the type breathes better with the more extended structure. Overall, a great improvement (despite the type), even the chrome shading and realistic textures.
Thanks to Jayson Garrett for the tip.