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Winnipeg, an In-Depth Look at Alfa's Famed Logo

Back when Alfa Romeo was still known as A.L.F.A. (the Anonima Lombarda Fabbrica Automobili), there were still many items to be decided upon. While the company was already making an impression on the automobile world in the early 20th century, they didn't yet have the brand representation and marketing behind their innovations.

That would quickly change-and it all started with the logo.

Romano Cattaneo, an early A.L.F.A. designer, was perched at a Milanese tram stop shortly following the 1911 Targa Florio. As he waited for his transportation at Piazza Castello, he gazed fondly upon the Filarete Tower. As he did so, he realized that the Biscione Visconteo-the coat of arms of the Visconti family-was immensely impressive. He would later make note of this to Giuseppe Merosi, a racing engineer working with A.L.F.A., and together the two would decide on a brand logo that pulled from that coat of arms while expressing the unique spirit of the automobile company. On one side of their new logo sat the red cross and white background of the City of Milan, while on the other was the Biscione dragon. Savoy knots (a nod to the royal family) and the text of "ALFA" and "MILANO" above and below were the finishing flourishes.

While the Alfa Romeo logo has since been iterated upon, the soul of its original design still stands proud. Contact us today to learn more about Alfa's history!