Lamborghini revamps corporate look after two decades

Luxury sports car brand Automobili Lamborghini has revamped its logo and visual identity after over twenty years. The new logo will feature a broader Lamborghini typeface than its predecessor. The colours black and white are reconfirmed as the primary hues, while yellow, along with the introduction of the gold colour, is used as the accent colour. 

New logo:

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Previous logo: 

In addition, the iconic bull in the centre of the logo will exist individually on the company's digital touchpoints. It is also separated from the classic shield seen in the previous logo. This marks the first time the bull will exist individually. 

The revamped logo is part of the company's distinctive identity and will be applied on future cars. It will also be used on all the company's official channels. 

The change also extends to all manifestations of the brand. An official Automobili Lamborghini typeface has been created that echoes the lines and angularity of the brand's cars. The official typeface will be used for the company's communications. 

The redesign also includes a new set of icons that are developed in collaboration with Lamborghini Centro Stile. It will also be used and shared uniformly across all the digital touchpoints for the first time too. 

The restyling is driven by a new strategy called "Direzione Cor Tauri" that involves adapting the brand's visual expression to better reflect the 'brave', 'unexpected' and 'authentic' values of its mission "Driving humans beyond." 

The new strategy embodies Lamborghini's new trajectory focused on sustainability and decarbonisation. It aims to create a "solid pact with the future generations" and serve as an inspiration and model for innovation and sustainable progress, said the release. 

The redesigned logo embodies innovation and determination, and marks a new phase in the company's positioning, added the release. 

The "Direzione Cor Tauri" strategy was first announced in 2021. The program delivers a pact to future generations, inspiring and serving as a model for innovation and sustainable progress on the path to total carbon neutrality for Automobili Lamborghini by 2050. 

“Direzione Cor Tauri is our roadmap to electrification of the Lamborghini range and the path to decarbonisation, not only of our Sant’Agata Bolognese facility, but of the entire value chain: it is a holistic approach to our global environmental sustainability strategy.” said Stephan Winkelmann, chairman and CEO of Automobili Lamborghini.

“This commitment extends not just to every individual and every company, but also to institutions and governments responsible for infrastructures and the transition toward renewables. Our mission, as a globally recognised brand, is to inspire and encourage others to tackle these modern-day challenges. Automobili Lamborghini is proof that a sustainable vision is possible.”

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