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Fiat

To move forward you need to take a step backwards
That is just what Fiat has done recently, by returning to the company’s original mission, namely to build cars with attractive styling and exciting engines, cars that are accessible and improve the quality of everyday life. A brand that has seen a profound change in corporate culture and mentality, so that it is now focused on a continuous, rapid overhaul of its products, on technological research, on the quality of its designs and on a new, constructive relationship with the customer. To celebrate this new approach, Fiat has decided to create a new brand logo: strong yet essential, it perfectly sums up the brand’s new philosophy and historic continuity, through a modern reinterpretation of the famous shield that graced Fiat cars between 1931 and 1968.

Let’s discover the history of the Fiat logo.

Not only a mark

The history of Fiat began many years ago, at the dawn of Italian industrialisation, in which the company has always played a leading role. From that moment on, the Fiat brand spread throughout the world and developed extensively. Today, following a change in corporate culture and mentality, the name Fiat is still fraught with meaning, and not only on account of the cars we produce – cars with attractive styling and exciting engines, cars that are accessible and improve the quality of everyday life – but also on account of our heritage and tradition: let’s take a stroll back in time through the brand’s history.

On 11 July 1899 at Palazzo Bricherasio, the company charter of “Societ� Anonima Fabbrica Italiana Automobili Torino” was signed. Among the members of the Board of Directors, Giovanni Agnelli stood out in the group of investors and won recognition for his determination and strategic vision. In 1902 he became the Managing Director of the company.

The first factory was opened

The first factory was opened in 1900 in Corso Dante. 150 workers were employed there and produced 24 cars, among which the 3/12 HP, not yet fitted with reverse gear. The Fiat logo, oval on a blue background and designed by Biscaretti, was adopted in 1904.

First wins in the races

The first Car Tour of Italy saw 9 Fiat cars arrive at the finish line. The first real competition car, a 24 HP driven by Vincenzo Lancia, won the Sassi-Superga uphill race in 1902. Giovanni Agnelli himself ran in the Second Tour of Italy and set a record in an 8 HP.

Fiat expands outside Italy

Fiat had already proved to be heading toward the most promising markets and in 1908 Fiat Automobile Co. was founded in the United States. In those years the company grew and new companies sprung up with specific functions. Production increased: cars were flanked by commercial vehicles, marine engines, trucks, trams.

The company renovates its production

In a few years Fiat completely renovated its production: the cars were fitted with electrical accumulators for the first time. The cardan transmission, a FIAT patent, began to be used. Fiat cars continued to shine in the competitions and set several records.