Alfa Romeo Logo: Badge Evolution | Alfa Romeo Canada

The evolution of the Alfa Romeo badge

THE BADGE

Alfa Romeo Logo

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.

A vintage Alfa 24HP from 1910.

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.

A vintage Alfa Romeo vehicle from 1915.

1925

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

A vintage Alfa Romeo P2 from 1925.

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.

A vintage Alfa Romeo 6C 2500 from 1946.

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.

A vintage Alfa Romeo 1900 C from 1950.

1972

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

A vintage Alfa Romeo Alfasud.

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.

A vintage Alfa Romeo 164.

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.

A modern day Alfa Romeo Giulia Quadrifoglio.

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 $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, 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 $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, 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 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") plus freight (from $1,895 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.