March 17, 2007
Lancia Bolsters Brand Name With Spiffy New Badge
According to Design Week, the object was "to retain the look and feel of the Fiat-owned brand's historic identity, but also to give it a modern twist." The new logo, which retains its shield-like appearance, has been spruced up and simplified since its last retouching in 2000.
Armin at Brand New, in a well titled post called "Love at First Lancia," certainly likes the new logo, saying that Lancia was able to add a "hefty dose of attitude to the new badge." He also notes that "this new logo exudes car-ness and luxury," and nicely complements the tag line "The Evolution of 100 Years of Elegance and Attitude."
I strongly agree that the new logo looks like it belongs on the hood of a car, and the previous one looks like it was meant for a software box or on the side of a bottle of grappa. Importantly, the new badge enlarges and forefronts the company name and has a far more classic feel.
Lancia's nomenclature is the use of Greek letters for model, or product names. Unfortunately, the new Lancia Delta HPE concept car did not hit many high notes at last year's Paris auto show.
Here's hoping that Lancia's future cars slated to wear the new badge get a warmer reception from critics.
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