bertone Logo - History, Design, and Meaning
Company Overview
Gruppo Bertone, commonly known simply as Bertone, was an Italian automobile company renowned for its innovative car designs and coachbuilding. Founded in 1912 by Giovanni Bertone, the company became a significant player in the automotive industry, creating iconic designs for brands like Alfa Romeo, Lamborghini, and Ferrari. Bertone ceased operations in 2014.
Key Information
- Founded: 1912
- Founder(s): Giovanni Bertone
- Headquarters: Turin, Italy
bertone Logo Meaning and History
The visual identity of the Italian automaking brand has always been based on the symbol created for Bertone in 1912, a unique note-like letter 'B' in the lowercase. Though the logo of the brand was changed dramatically — from an elegant and fine elongated crest to a sharp and bold symbol, the iconic 'B' progressed and modernized with the company's growth, reflecting its motion and success.
The original Bertone logo was composed of a sleek silver crest, which was stretched vertically, had its bottom part sharp and pointing down, and the upper part a bit widened and smooth, with several waves on top. The 'Bertone' lettering was arched on the upper part of the crest, executed in the uppercase of a delicate and straight sans-serif typeface. As for the main part of the shield, it had an enlarged dark blue stylized letter 'B' with some lines curved, and the negative space resembling an abstract heart.
The redesign of 1998 removed the crest from the Bertone visual identity, placing the 'B' above the bold and extended inscription in all capitals. The 'B' was refined and became more geometric, with straight lines and sharp angles. Its vertical bar had its upper part elongated and bent to the left, and this made the letter look like a stylized note sign.
The lettering under the emblem was executed in an extra-bold sans-serif typeface, which looked calm and chic in the gradient silver color palette of the Bertone logo. The emblem was drawn in the same scheme, which added volume and motion to it.
In 2010 the Bertone logo underwent another redesign. The composition remained untouched, but there was a bottom level added under the inscription. As for the color palette, the gradient silver of the symbol and lettering got accompanied by a confident black outline, and the Italian flag colors were now present in the logo.
The shapes and contours of both the iconic 'B' and the inscription were refined and made more elegant. The black outline of the letters helped in it, elevating the look of each element.
The logotype gained an underline — a thin horizontally stretched rectangle with green, white, and red fragments, celebrating the motherland of the brand, Italy. The 'Dal 1912' in all capitals of a thin and airy sans-serif typeface was written under the flag in light gray color.
The Bertone logotype from the logo, introduced in 2010, was executed in a custom font with bold and confident shapes of the letters and sharp slightly elongated serifs on the ends of the lines, which were visible only due to the black outline. The typeface of the brand's visual identity looked pretty close to BLT Norfolk and Copperplate New Black Medium fonts, but with some lines modernized.
The metallic silver of the main logo's elements looked fresh and sophisticated, reflecting the professionalism and trustworthiness of the automaker, and showing its fundamental approach. As for the Italian tricolor, green, white, and red, it was not only a tribute to the brand's legacy but also a representation of the success, loyalty, and passion of Bertone.
