hurtan Logo - History, Design, and Meaning

Established by Juan Hurtado in the 1990s, Hurtan is a Spanish automotive company that specializes in creating vehicles reminiscent of classic European cars. Over the years, their vintage designs have gained notable recognition, seamlessly merging yesterday's elegance with today's technology. Based in Granada, some of their crowning achievements include the Grand Albaycín, which evokes the charm of 1950s motoring. Currently, Hurtan stands as a beacon of artisanal craftsmanship, merging tradition with modernity in the automobile world.

The brown and black gradient used in the logo creates a rich and unique appearance, as it is not frequently seen in logos, particularly in the automotive industry. Otherwise, the logo would appear quite typical, featuring 'Hurtan' printed in all uppercase letters with bracketed serifs. To add interest, the designers connected the characters by having the serifs touch either the top or bottom. A dynamic, smooth touch was introduced by drawing lines that extended from the 'H,' creating an illusion of an oval shape or a wide 'S' passing through the 'H' and beyond. This design element is reminiscent of the round or oval symbols that many automakers use in their logos.

The font used in this logo has a geometric feel and lacks serifs. It closely resembles the TT Lakes Medium font, characterized by its straight lines and cuts, with the letter 'A' featuring a squarish top. To add a unique touch to the inscription and the overall wordmark, the designers included relatively long horizontal lines. One line connects to the 'H' at the top, while another extends from the 'N' at the bottom, drawing a connection to the earlier version. The new black color imparts a sophisticated, timeless feel, while the wide spacing between all uppercase letters conveys an impression of a powerful and solid company. Overall, the logo appears modern and well-designed.