Abarth is a premier car manufacturer from Italy that was founded in 1949 by Carlo Abarth, a famed biker and an automobile engineer. It is basically known for modifying and tuning existing production cars, such as the Fiat 500. Presently based out of Turin, Italy, Abarth also manufactures road and sports cars.
The visual identity of Abarth is the distinctive scorpion logo, which reflects the growth and innovation of the company and its enduring passion for motorsport. The article delves into the evolution of the Abarth logo over the years.
The Genesis of the Abarth Logo (1949–1954)
The original Abarth logo was created in 1949, shortly after the company was founded by Carlo Abarth. Created by Carlo Abarth himself, the logo featured a simple blue scorpion with white marks and a black outline set against a white background. The wordmark “ABARTH & Co.-TORINO” was rendered in red, which emphasised the brand name and its location. It paid homage to Abarth’s zodiac sign and symbolised the fierce and spirited approach of the brand to car manufacturing.
(1954-1958)
As Abarth gained recognition for its performance tuning and racing success, the logo underwent a few refinements. The scorpion in black with white accents was now depicted within a shield or crest-like element in a more detailed and stylised manner. It placed a distinct emphasis on the scorpion’s claws and tail.
The background of the shield-like element was changed to a bold red and yellow colour scheme, which added to the visual impact of the logo. The shield-like emblem had a deep blue outline, and the brand name in yellow was written in an arched way. The overall colours of the logo appeared remarkably brighter.
(1955-1958)
The 1955 logo variant had a lot of things in common with the 1954 logo design. However, there were a few differences as well. For instance, the colour palette of the heraldic shield became a little dimmer, and the dark blue outline and background at the top were replaced with sky blue. The redrawn scorpion appeared in a harmonious blend of sky blue and black colour schemes. Further, the font of the brand name at the top was changed to a gothic style.
(1958-1969)
The 1958 logo iteration reflects the success of sports cars on the racing field. Consequently, the scorpion with a few white stripes got a geometric appearance instead of the aggression and detailing that used to be the case so far. The more schematic and abstract shape of the scorpion had a lesser number of tail segments, thinned lateral legs, and a greater number of claws. The sky-blue colour palette of the scorpion was changed to a shade of blue. Besides, the outline of the shield turned black.
(1969-2007)
In the 1969 logo iteration, the black scorpion reappeared, and the brand name at the top of the shield became larger and whiter. A red wavy line separated the brand name from the rest of the logo elements. The legs of the scorpion were shortened, and the arthropod was shown in a cubist style.
(2007-Present)
The logo variant unveiled in 2007 continues to this day. It features a curved shield or crest sporting a silver-metallic outline. The arched-like brand name is placed on the top of the shield against a black background. It is separated from the rest of the logo by a tricolour lining representing the colours of the Italian flag (green, white, and red.)
The black and abstract scorpion with a white outline is placed on the diagonal strip of the shield, thereby dividing it into two halves. For instance, the body, legs, and tail of the scorpion appear in the red half, while the head and claws are in the yellow half. This makes the logo look masculine.
The Elements of the Abarth Logo
Font
The Abarth logo features bold and capitalised text in a custom sans-serif font. This typeface is characterised by clean lines and sharp edges, thereby giving it a modern and dynamic appearance. While inspired by commercial extended fonts, the logo’s wordmark is uniquely sized to fit within the Abarth shield or crest. The logo typeface is similar to fonts such as Microgramma Pro Bold Extended and Unison Pro Bold, though with slight differences.
Colour
The visual identity of Abarth employs a vibrant and impactful colour scheme to convey strength and resolve. The primary colour palette includes yellow, red, and black, which is further complemented by white and green accents. Silver metallic tones are used for framing, which add a touch of sophistication to the overall design.
Finally
Today, the Abarth logo continues to inspire both car enthusiasts and drivers. It represents the commitment of the brand to produce high-quality, performance-orientated vehicles that deliver an exhilarating driving experience. With Abarth’s aim to achieve success and growth in the future, the scorpion logo will remain a timeless emblem of the company. It will serve as the brand’s enduring legacy and its dedication to automotive excellence.