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Founded in Turin on July 11, 1899, by Giovanni Agnelli, this automobile brand was established as "" abbreviated as "FIAT".
The FIAT abbreviation becomes more prominent, but the full name remains.
The badge becomes a coated oval shape, and the full name is removed. Since then, the brand is only known as "Fiat".
The logo evolved into a circle decorated with laurel leaves, with the brand name written in red in the center.
In 1925, the background color was changed to dark blue and the small decorations positioned above and below the logo have changed gold, like the circle around the logo. It remained so until 1929.
In 1929, the small decorations placed above and below the letters of the previous logo were removed, the background color changed to a slightly lighter blue and the letters and wreath became silver. These changes made the brand have a smoother design.
In 1923, the background color was changed to red. Since then, Fiat has mostly used red in its logos, to express the idea of modernity, technology, dynamism and design of the brand.
To modernize its image, FIAT set aside the circles, creating a rectangular logo with red as the background color, a chrome border and long letters.
The corners were modified so they were no longer softened.
In 1938, they modified the logo so that it resembled a shield, to give the idea of strength and security.
This time the logo was improved again in the form of a shield and in the letters that became wider, again to give a new image to the brand.
The shape of the shield was rounded, the outline of the logo thickened giving more the idea of brightness, and the letters were also straighter.
The logo remained rectangular, but it was even more rounded and its letters became even thinner. This was the last of this "series" of Fiat rectangular logos, used until 1968.
This logo was a kind of continuation of the "series" of round logos of the decade between 1921 and 1931 since it is very similar to the last one, that of 1931. Now with a more showy design to give a certain idea of being retro, but also innovative. This logo was used in tandem with the 1959 logo for three years.
In 1968, Fiat decided to give a new era to its design, thus creating this new logo where the letters of the brand name appear inside four equal black parallelograms, with a metallic border.
In 1972, Fiat changed its logo giving it blue as its new color, and removing the metallic border. However, the metallic separation between each parallelogram remained (only on the car badge) until 1991.
As was already the custom for this brand, they created a new logo to renew their image. These five tracks represent the same tracks that separate the letters from the 1972 logo. This logo was used in conjunction with the previous one, but only as the front badge. The previous logo remained behind the cars, but this became the badge that stood out the most in FIAT cars of the 1980s. The previous logo continued to be used at the front, but this time it was positioned above one of the headlights.
In 1991 the logo was redesigned, now adding a blue background, to make it look even more similar to the 1972 logo than the previous one. As for the 1972 logo, it was removed from the front of the cars but remained behind until 2003.
This is a 3D version of the 1972 logo used in advertisements and in the cars themselves. The 1972 logo was still in use but as a flat version. From 1999, the metallic bars that separated the parallelograms of this logo disappeared, giving a lighter aspect.
The "series" of round logos returned to celebrate FIAT's 100th anniversary. This looks like the 1929 variant, but the major differences are the thin horizonal lines above and below the name being removed, and the laurel leaves weren't so thick anymore. In the beginning, it was used only in front of their cars until 2002, when it was used in the entire car. Its blue color is to remember the colors of their vintage logos.
This 2003 logo was used internationally only as a wordmark in advertisements.
In 2006, a new logo was designed, more intellectual inspired by the classic logos, and again with the red that shows modernity, good technology and dynamism in the design of the brand. This looks like a "round" version of the 1959 rectangular logo. On October 12, 2014, Fiat, together with Chrysler and other Italian and American automobile brands, formed the FCA group.
2016–2020 (Latin America)
In Latin America, Fiat started to use just the wordmark, extracted from the shield similar to the 2003 logo, as a rear badge and on advertising.
After the reveal of their new 500 EV city car in March 2020, Fiat has started using a slightly redesigned version of the wordmark with the letters being straightened out. However, the logo rebrand was fully launched in June, in Latin America. In Europe, it's being applied for now as a car badge, once the 2006 logo is still being used on advertsing and on some car models.
- FIAT | Ana Couto (Portuguese)