The new logo has a modern look: the color gradients, the inner vertical hatch and the edge design define a style that seems to follow the recent trends of digital graphics. It has some remininescences of the Web 2.0-oriented logos.
This is the 13rd logo changed by the Italian manufacturer and this has raised some criticisms: perhaps we can say that changing the logo is actually part of Fiat’s tradition.
From the official Press Release:
In recent months, the Fiat brand has implemented a new strategy, which is underlined by the many new products that have been presented: from the Croma to the Grande Punto, the Panda and the Fiat Sedici, and they will soon be joined by the new Bravo.
As Luca De Meo, President of the Fiat Brand, explained, “In this important, dynamic context, we have decided to acknowledge the progress achieved so far, by changing our logo, as a tangible sign of the new impetus that is projecting us towards future challenges.
"This is why the new logo will make its debut on the front of the new Bravo, before being gradually adopted on all Fiat models.”
Created jointly by Robilant Associati (an agency specialising in Brand Advisors & Strategic Design) and the Fiat Style Centre, the new symbol is derived from the famous shield that decorated the front of Fiat cars from 1931 to 1968, with the vertically elongated letters of the word ‘FIAT’ standing out against a ruby red background, encased in a chromed round frame.
It has a three-dimensional effect which conveys an idea of technology, Italian design, dynamism and a strong personality, while it also harks back to the round logo (white wording against a red background, surrounded by laurel leaves) that identified powerful, high performance Fiat models for many years.
The essential, strong new logo therefore conveys ‘ongoing change’, a sign of the past re-read in a modern key which is particularly representative of Fiat today, a brand projected towards the challenges of the future but also proud of its historical identity.
The two main elements of the new logo (the shield shape and the colour red) immediately bring to mind the Fiat 524 of 1931, which was the first to use a rectangular logo that blended into the new grille, designed with stylistic but also aerodynamic pretensions, in the shape of a shield with vertical elements.
Fiat Logo History