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.
The History of Abarth
Owned by Stellantis, Abarth is an Italian sports and road car brand founded in 1949. Based in Turin, Italy, the company bears the name of its founder, Carlo Abarth. In 1947, Carlo Abarth, then sports director at the Racing Team of Cisitalia, foresaw the imminent collapse of the company. And when Cisitalia did shut down in 1948 and its founder, Piero Dusio, relocated to Argentina, Abarth acquired the assets of the bankrupt factory with the financial backing of Armando Scagliarini. This led to the establishment of Abarth & C in Bologna in spring 1949, which later moved to Turin in 1951.
After the collapse of Cisitalia, Abarth inherited a series of 204 sports cars, a D46 single-seater, and various accessories. These vehicles were promptly rebranded and entered into races. Renowned drivers like Guido Scagliarini, Franco Cortese, Piero Taruffi, and Tazio Nuvolari competed in Abarth cars, with Nuvolari clinching victory in the Palermo-Monte Pellegrino Cup in April 1950 driving an Abarth 204 A.
Beyond racing, Abarth manufactured and sold car parts and accessories for Cisitalia, Lancia, Simca, and Fiat. After relocating to Turin, the company collaborated with Fiat to develop the Abarth 1500 Biposto series. The 1960s marked a golden era for Abarth, with significant success in producing sports cars in the 850-2000cc class. It competed directly with automotive giants such as Porsche and Ferrari.
Interesting Facts About Abarth
- Abarth was founded by Carlo Abarth and Armando Scagliarini in Bologna, Italy, in 1949. In the beginning, the company used to produce accessories and parts for production cars, such as exhaust pipes, upgraded suspensions, tuning kits, performance brakes, sporty body kits, and others.
- In the beginning, Abarth was engaged in modifying and tuning Fiat cars. Thus, the Abarth 595, which was based on the Fiat 500, became one of the best-selling models of the company.
- Abarth is known for its exploits on the racing circuit. It won more than 10,000 individual victories, 133 international titles, and 10 world records.
- The renowned “scorpion” logo for the company was based on the astrological sign of its founder, Carlo Abarth.
- Abarth cars were known for their power and performance, which percolated into the everyday language of people. For instance, customers in restaurants and cafes would ask for “Abarth Coffee” instead of “a strong coffee.”
- When it comes to motorcycles, the Abarth badge can be found on some exclusive Yamaha models, such as the Yamaha XSR900 Abarth, the Yamaha FZ1 Abarth Assetto Corse, and others.
- The Abarth exhaust systems are known for producing a distinct and thrilling sound that is loved by car enthusiasts.
- The Abarth 695 Biposto is considered the most powerful small car produced by the brand. It had a 1.4-litre turbocharged engine generating 190 horsepower.
- Abarth sponsors several motorsports events, such as the Abarth Selenia Trophy and the Abarth Day Trophy.
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.