The Alfa Romeo Logo

When Alfa Romeo was founded in 1910, draughtsman Romano Cattaneo came up with the company’s logo based on a crest he saw in Milan above the door of Castello Sforzesco.

Being that the company was founded in Milan, a symbol representative of the city seemed appropriate. Designer Giuseppe Merosi helped turn the idea into Alfa Romeo’s official emblem.

Apart from some minor tweaks with the wording, gold trim, and wreath appearance over the years, the design has remained fairly consistent.

Milano Coat of Arms

The left side of the emblem is a red cross over a white background–a medieval Christian symbol. During the Crusades, Milanese soldiers associated with Giovanni of Rho donned a red cross and white undergarments beneath their armor.

Giovanni of Rho is known for leading an army to the Holy Land and for erecting a cross on the walls of Jerusalem during the first crusade.

This image could be considered the Cross of St Ambrose or St. George’s Cross.

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The right side of the Alfa Romeo emblem contains the biscione, also known as viper, which is a azure serpent in the act of consuming a human. It was the emblem of the House of Visconti from the 11th century, becoming associated with Milan as the Visconti gained control over the city in 1277.

When the Visconti family died out in the 15th century, the emblem retained its association with the Duchy of Milan and became part of the coats of arms of the House of Sforza.

Where the biscione symbol itself comes from and what it means has been a subject of ongoing debate for over a century. Here are some leading theories:

• It refers to a local legend of a dragon which tormented the land in the fifth century and was slaughtered by Uberto, Squire of Angera.
• It’s the crest used by archbishop Ottone Visconti when leading crusaders into battle against Saracens (Syrians/Muslims) during the first crusade, a Biblical symbol of divine protection.
• It’s the crest on the shield of the nomadic Saracen knight Visconti defeated, which he took with him as proof of his victory.
• The serpent represents the House of Visconti’s itself, a symbol meant to seem intimidating to others.
• The serpent is orally giving birth to a human being, coming out a “new man, purified and renewed,” just as the creature itself is one of renewal through skin-shedding (according to Alfa Romeo representatives).
• It represents the snakes Lombards wore around their necks for good luck.

As was mentioned above, over the years since Alfa Romeo was founded the marques' logo has undergone only minor changes and has remained loyal to the original design.

There was an almost 50  year period where a wreath was added, then  nearly removed and added back for a to reflect the Roman wreath of victory. Some say that this was the time period when Alfa Romeo won it's most racing laurels.

The red cross on a field of white on the right hand side  of the logo has essentially remained unchanged.

The biscione has undegone minor changes with the green snake becoming larger and smaller over time with slight changes to its' body thickness.  The human being consumes by the Viper has become less recognixable over time.