Alfa Romeo Logo History & Evolution
1920
The emblem was formalized in 1920, drawing directly from the coat of arms of Milan, where ALFA was founded in 1910. The red cross honors the city of Milan, while the Visconti serpent devouring a man comes from the ancient ruling Visconti dynasty's heraldry, rooting the brand in Milanese civic identity.
1982
Under continued state ownership by IRI-Finmeccanica, Alfa Romeo updated its badge to accompany the launch of the Alfa 33 platform era and ongoing efforts to modernize the brand ahead of the eventual 1986 acquisition by Fiat, which was already being negotiated behind the scenes.
2015 — Current
Alfa Romeo redesigned its badge to coincide with the brand's global relaunch under FCA CEO Sergio Marchionne, who committed to the 5-year plan reintroducing Alfa as a standalone premium marque with the 2015 Giulia sedan targeting BMW directly in international markets.