Lancia changes its brand identity, re-embracing its heritage and its past and projecting them towards the future. The new logo of the Turin automaker is one of the big news unveiled at the Design day at the Reggia di Venaria which offers a first taste of the Renaissance of the brand. The new logo embraces tradition, inspired by distinctive symbols such as the shield, spear and steering wheel and will debut on the new generation of Ypsilon to then be declined also on Delta and on the future flagship.
In particular, the new Lancia symbol draws inspiration from that of 1956, clean and formal. The designers of the Turin automaker have reanalysed the history of the symbolism linked to the Italian brandstarting from the creation of new codes of desirability for the new brand identity, trying to capitalize on Lancia’s glorious past. The 1956 logo was thus exploded by identifying its constituent signs, with Lancia’s creatives deciding to integrate them all into the new symbol, at the same time moving away from the flat design that characterizes many current logos.
“We sought the balance between minimalism and richness– explained Teresa Mendicino, Global Designer of Lancia – this will be the hallmark of the new cars. In fact, it will make its debut on the new Ypsilon and then on the flagship and finally on the Delta. We have also revised the lettering, looking around the big luxury brands. We had to really find our way between the glorious past and a more contemporary style. So we created an exclusive font.” The new logo therefore has a dual soul, on the one hand a “jewel” that we will use on the cars and on the other an elegant script that will find space both on the cars and in all forms of communication. It is also in this context that the Throw Pu+Ra Zero which represents the three-dimensional manifesto of the brand’s new stylistic course, inspiring the three cars that will arrive between 2024 and 2028.
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