The evolution of the Alfa Romeo badge
The future belongs to those who have a great history
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.
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.
A golden laurel crown was added to the badge, symbolizing the victory at the first World Championship.
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.
With the proclamation of the republic, the Savory-dynasty knots were replaced by two wavy lines and the badge restored all of its colour.
The Pomigliano d’Arco Alfasud plant opened and the word MILANO was removed along with the wavy lines.
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.
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.
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 plus freight (from $1,895 to $2,795), federal A/C and applicable Green Levy charges. Net Amount does not include taxes, insurance, registration, license, retailer administration fees and new tire duties (in Quebec). 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.
Estimated payments based on "Net Amount", which represents the "Starting At" price plus freight (from $1,895 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 and new tire duties (in Quebec). 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 of 18,000 km/year for Chrysler, Jeep®, Dodge, Ram, FIAT® vehicles, and 16,000km/year for 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.
In ON/BC/SASK/ALTA/MAN and QC, Dealer Price includes freight, A/C, OMVIC/AMVIC fee, tire levy, administration charges and all other retailer charges and excludes taxes, licence, insurance, and new tire duties (in QC). In the Maritimes and the Territories, Dealer Price may not include freight ($1,895), A/C, tire levy, administration and other dealer charges, and excludes taxes, licence and insurance. Pricing and offers are subject to change without notice and may not be accurate or completely current. See dealer for complete details.
"Starting At" price represents the Manufacturer's Suggested Retail Price ("MSRP") minus current Manufacturer Discounts which allow the dealer to sell for less. 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 and Price for further pricing information. Price listed is for base models. Vehicles shown may be an upgraded model. Taxes, freight, insurance, registration, license, retailer administration fees and new tire duties (in Quebec) not included. Retailers may sell for less.