A new logo will mark the occasion representing technology, driving pleasure, and beauty

June 24, 1910, Milan, more precisely in the Portello area, when the Anonima Lombarda Fabbrica Automobili (ALFA) came to life after the closure of the Italian headquarters in Darraq. 110 years later, Alfa Romeo is a name synonymous with style and luxury and is one of the best luxury car manufacturers in the world.

Together with its first car designed by Giuseppe Merosi, the 24 HP, the company launched its first logo. It had a red cross on a white background,

Medieval symbol of Milan, and the basilisk of the Visconti coat of arms.

Soon enough, due to World War I, ALFA was forced to cease production. In 1915, Nicola Romeo, an Italian entrepreneur, and engineer became the new director of the company. 5 years later, the company was renamed to Alfa Romeo and it launched the 20-30 HP as the first model under the new brand. In 1925, Alfa Romeo was the winner of the first World Motor Racing Championship.

However, in 1933, the Government took it over to save it from a financial collapse.

And Alfa Romeo became a national emblem.

In those years, Alfa Romeo introduced numerous beautiful and unique vehicles, such as the 2900B Type 35 and the 8C 2300 Spider Corsa. In 1944, aerial bombardment put an end to production at Portello. Therefore, the company was once again forced to cease production. After WWII, Alfa Romeo managed to return to profitability mass-producing small vehicles rather than hand-building luxury models. In a few years, it returned to build racing cars and, in 1950, it won the first Formula One World Championship.  Four years later, it developed the Alfa Romeo Twin Cam engine that remained in production until 1994. During the 1960s and 1970s, Alfa Romeo produced several sports cars, but once again it was in financial difficulties. In 1986, Fiat Group acquired the brand which subsequently launched the Alfa 164. In the 1990s, Alfa Romeo was incredibly successful in races and had a yearly production output of 208,336. At the beginning of this century, sales fell but thanks to the introduction of cars such as MiTo (2008) and Giulietta (2010), they picked up again. And in 2017, Alfa Romeo increased production by 62%, building a total of 150,722 vehicles at the company’s three factories.

On June 24, 2020, the company will celebrate its 110 years of history presenting its new logo.

Designed by the Alfa Romeo Style Center, the logo will summarize the strength of the brand: its unique ability to bring together technology, driving pleasure, and beauty.