
The evolution of the Alfa Romeo badge
THE BADGE


The future belongs to those who have a great history

1910
A.L.F.A. (Anonima Lombarda Fabbrica Automobili) was founded on June 24th, 1910 in Milan, Italy. Two of the traditional symbols of Milan were chosen to make up the badge – the cross of the municipality and the Visconti serpent, which were included on a disc with the lettering ALFA-MILANO printed around the edge. The two were divided by two Savoy-dynasty knots.


1915
The engineer, Nicola Romeo, took over the company and his surname was added to the badge. The badge was altered to read ALFA-ROMEO MILANO.


1925
A golden laurel crown was added to the badge, symbolizing the victory at the first World Championship.


1946
During the war, the machines that produced the badges installed on the vehicles were destroyed, which lead to the creation of a Spartan single-colour (red) version of the badge.


1950
With the proclamation of the republic, the Savory-dynasty knots were replaced by two wavy lines and the badge restored all of its colour.


1972
The Pomigliano d’Arco Alfasud plant opened and the word MILANO was removed along with the wavy lines.


1982
The laurel wreath was removed and the diameter of the logo was increased. The badge’s formal elements and colours were redesigned with the simplification of the serpent and the re-composition of ALFA ROMEO in the Futura typeface.


2015
The new ALFA ROMEO badge is the perfect match between geometry and proportion, measured in every single part. Every element has its specific colour, as each one highlights the exclusive positioning of Alfa Romeo expressing a bold and contemporary personality. The pyramidal texture on the background marks the brand character. Two different tones of grey melt together in a three-dimensional contrast of illuminations and shadows.

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This includes the base MSRP, available discounts, options, green levy, destination, federal AC charge and finance adjustment values entered (down payment, trade-in and owe on trade).
"MSRP" represents the Manufacturer's Suggested Retail Price including freight. Price does not include taxes, insurance, registration, licence, retailer administration fees and other charges, and new tire duties (in Quebec). Retailers may sell for less. See your retailer for complete details.
Offer based on "Net Amount", which represents the "Starting at" price (which includes freight (from $2,095 to $2,795), federal A/C and applicable Green Levy charges). Net Amount does not include taxes, insurance, registration, license, retailer administration fees, new tire duties (in Quebec), lien registration fees (up to $75.75, including registering agent fees, where applicable, and which are due at signing), or the Luxury Tax Surcharge (if, and where applicable). Your dealer may charge a Luxury Tax Surcharge on vehicles priced over $100,000 under the Government of Canada's Select for further details. Estimated payments, cost of borrowing and total credit charges will vary depending on down payment/trade. On approved credit on eligible retail deliveries. Retailers may sell for less. See your retailer for complete details. The APR (where applicable) is the effective interest rate which includes the Consumer Cash which lower rate financing customers forego as a cost of borrowing. For further offer details, click here. Luxury Items Tax Act. The actual value of the Luxury Tax Surcharge will be calculated based on the vehicle's final negotiated selling price (before applicable taxes), and will represent the lesser of: (i) 10% of the vehicle's selling price; or (ii) 20% of the final negotiated selling price that exceeds the $100,000 threshold. Please see your dealer or visit the Government of Canada's website.
Estimated payments based on "Net Amount", which represents the "Starting At" price (which includes freight (from $2,095 to $2,795), federal A/C charge and applicable green levy charges). On approved credit on eligible retail deliveries. Net Amount does not include taxes, insurance, registration, license, retailer administration fees, new tire duties (in Quebec), lien registration fees (up to $75.75, including registering agent fees, where applicable, and which are due at signing), or the Luxury Tax Surcharge (if, and where applicable). Your dealer may charge a Luxury Tax Surcharge on vehicles priced over $100,000 under the Government of Canada's Select Luxury Items Tax Act. The actual value of the Luxury Tax Surcharge will be calculated based on the vehicle's final negotiated selling price (before applicable taxes), and will represent the lesser of: (i) 10% of the vehicle's selling price; or (ii) 20% of the final negotiated selling price that exceeds the $100,000 threshold. Please see your dealer or visit the Government of Canada's website for further details. Estimated payments are calculated based on the difference between the residual value and the Net Amount, plus any lease finance charges. Estimated payments will vary depending on down payment/trade. Low lease kilometre limit as low as 12,000 km/year for Chrysler, Jeep®, Dodge, Ram, FIAT® and Alfa Romeo vehicles. Charge of $0.16 - $0.20 per excess kilometre will be applied to Jeep, Chrysler, Dodge, Ram, FIAT vehicles, plus applicable taxes at lease termination. Charge of $0.20 - $0.30 per excess kilometer plus applicable taxes will be charged at lease termination for Alfa vehicles. The APR is the effective interest rate which includes the Consumer Cash which lower rate financing customers forego as a cost of borrowing. For further offer details, click here.
Offer based on 'Dealer Price' which DOES NOT include sales tax, insurance, registration, license, new tire duties (in Quebec). Dealer Price includes any current discounts, freight (from $2,095 to $2,795), federal A/C, OMVIC/AMVIC fee (as applicable), tire levy, administration and any retailer charges, Green Levy charges and Luxury Tax Surcharge (if, and where applicable). Your dealer may charge a Luxury Tax Surcharge on vehicles priced over $100,000 under the Government of Canada's Select Luxury Items Tax Act. The actual value of the Luxury Tax Surcharge will be calculated based on the vehicle's final negotiated selling price (before applicable taxes), and will represent the lesser of: (i) 10% of the vehicle's selling price; or (ii) 20% of the final negotiated selling price that exceeds the $100,000 threshold. Please see your dealer or visit the Government of Canada's website for further details.
"Starting At" price represents the Manufacturer's Suggested Retail Price ("MSRP") plus freight (from $2,095 to $2,795), federal A/C and applicable Green Levy charges minus current Manufacturer Discounts which allow the dealer to sell for less. Taxes, insurance, registration, license, retailer administration fees, new tire duties (in Quebec), and the Luxury Tax Surcharge (if, and where applicable) not included. Your dealer may charge a Luxury Tax Surcharge on vehicles priced over $100,000 under the Government of Canada's Select Luxury Items Tax Act. The actual value of the Luxury Tax Surcharge will be calculated based on the vehicle's final negotiated selling price (before applicable taxes), and will represent the lesser of: (i) 10% of the vehicle's selling price; or (ii) 20% of the final negotiated selling price that exceeds the $100,000 threshold. Please see your dealer or visit the Government of Canada's website for further details. Manufacturer discounts may vary from time to time and may vary considerably by model, trim and engine option selected. Please see your retailer or visit Build & Price for further pricing information. Price listed is for base models. Vehicles shown may be an upgraded model. Retailers may sell for less.