The first half of 2023 was dominated by a fashion trend that took the world by storm – Quiet Luxury / Stealth Wealth / Old Money Aesthetic – whatever you want to call it. For those of you who haven’t swapped your skinny jeans for loosely-fitted tailored trousers and graphic tee-shirts for muted linens, it’s a trend that steers away from over-the-top designs and flashy logos.
While quiet luxury made a lot of noise about mirroring the style quotient of the likes of the Kennedys without possessing the tiniest fraction of their generational wealth, the clout of this fashion trend seems to be steadily subsiding. Brands have been seen taking a U-turn and going back to embracing the beauty of big, boisterous logos. So, what is it about these logos that we can’t get enough of them?
Let’s decode this centripetal pull of branding by going beyond fashion and looking at the logos of 7 popular automotive brands that scream loud luxury.
1. Rolls-Royce
The iconic “Spirit of Ecstasy” emblem, gracing the front grille of the British luxury automobile company – Rolls-Royce – bears a remarkable origin story. It is believed to have been inspired by an earlier sculpture named “The Whisperer,” a portrayal of the acclaimed actress Eleanor Thornton. The artist tasked with this endeavour was Charles Sykes, who received a commission from Lord John Montagu to craft a distinctive emblem for his Rolls-Royce.
Subsequently, Sykes was requested to design a mascot to adorn all Rolls-Royce vehicles, and he ingeniously modified the emblem he had created for Lord Montagu. It is worth noting that the “Spirit of Ecstasy” did not become a standard feature on Rolls-Royce cars until the 1920s.
2. Mercedes
The Mercedes-Benz logo has a compelling history rooted in both the automotive world and a personal connection. The iconic tri-star emblem was designed by Gottlieb Daimler, who reportedly sent a postcard to his wife in which he sketched a simple drawing of a three-pointed star. Each point of the star symbolises Mercedes-Benz’s ambition to build vehicles to dominate on the land, sea, and in the air.
Furthermore, the name “Mercedes” itself was derived from the daughter of Emil Jellinek, an Austrian businessman and early automobile enthusiast who had a close association with the Daimler-Motoren-Gesellschaft, one of the predecessor companies of Mercedes-Benz. He named the car “Mercedes” in honour of his daughter, and this name eventually became synonymous with the brand, cementing its legacy in the automotive world.
3. Alfa Romeo
The Alfa Romeo logo, dating back to 1910, is a captivating blend of mediaeval Christian and Italian heritage, with deep ties to Milan’s history. The logo features a cross symbolising Milan, where the brand originated, and a formidable serpent devouring a man, representing the House of Visconti, the dominant rulers of Milan in the 13th to 15th centuries.
The story behind this emblem harks back to Otone Visconti, the founder of the Visconti family, who defeated a Saracen knight in combat and adopted the symbol on the knight’s shield – a snake consuming a human. The logo, designed by Romano Catteneo shortly after Alfa Romeo’s establishment, gained its distinctive blue ring in 1918, making it one of the oldest and most intriguing symbols in luxury motoring history.
4. Ferrari
The Ferrari logo tells a captivating tale of speed, heroism, and Italian pride. Enzo Ferrari, the automotive maestro behind the brand, found inspiration in the emblem of World War I fighter pilot Francesco Baracca.
Enzo Ferrari’s connection to this emblem is entwined with destiny when Baracca’s mother, Countess Paolina, suggested that Ferrari should adopt the “prancing horse”, known as “Cavallino Rampante” in Italian, as a symbol of good luck for his cars. Set against a vibrant yellow backdrop reminiscent of Ferrari’s hometown, Modena, this logo now embodies the essence of Italian excellence, power, and the thrill of high-speed sports cars.
5. Lamborghini
The Lamborghini logo is a symbol of unbridled ambition and relentless pursuit of excellence. The story behind this emblem harks back to the brand’s founder, Ferruccio Lamborghini, a self-made industrialist with a penchant for luxury and performance.
It is believed that it all started with a trip taken by Ferruccio Lamborghini to Don Eduardo Miura’s ranch, where the magnificent fighting bulls were bred. Lamborghini was deeply impressed by the prowess and vigour of these animals so much so that the bulls found their way to the company’s crest. The logo depicts a bull with its head lowered, tail defiantly up, and poised to unleash its immense force with an almost defiant attitude. This emblem serves as a visual testament to the strength and power that have become synonymous with the brand.
6. Audi
The story behind the Audi logo is a tale of merging forces and a captivating bit of automotive history. Audi, founded in 1909, was born out of the amalgamation of four distinct car manufacturers: Audi, Horch, DKW, and Wanderer. Each of these companies had its unique identity and logo, and their union presented an interesting design challenge. The solution came in the form of four interlocking rings, representing the unity of these four pioneering brands under a single banner.
The Auto Union ceased to exist as an independent entity in the mid-1980s, but the emblem it once bore found a lasting home with Audi. While Audi is now a part of the Volkswagen Group, the emblem continues to symbolise Audi’s legacy, despite Auto Union’s dissolution.
7. BMW
The BMW logo tells a tale of aviation, and it’s a fascinating story of history’s influence on an iconic emblem. BMW, which stands for Bavarian Motor Works, was initially an aircraft engine manufacturer before it ventured into making automobiles. This aviation heritage is beautifully represented in its logo.
The circular emblem is divided into four quadrants, with alternating white and blue sections. These colours harken back to the company’s Bavarian origins. The white quadrants feature a stylised interpretation of a spinning aircraft propeller against a blue sky background. Over time, as BMW transitioned to manufacturing cars, the logo retained this evocative aviation symbolism, serving as a reminder of the company’s pioneering spirit and engineering excellence.
Come to think of it, brand logos are like the black dress of marketing – they never go out of style (at least not for long). Meanwhile, skinny jeans are like those neon leg warmers from the ’80s; you can try to bring them back, but it’s a fashion time warp that’s best left in the past.