Lamborghini has refreshed its brand logo for the first time in more than 20 years. The logo redesign is intended to align the brand's visual expression with its new strategy and better reflect the three core values of Lamborghini, which are "brave," "unexpected" and "authentic," as it constantly goes one step further.
It symbolises the Driving Humans Beyond experience, representing Lamborghini's commitment to always pushing the boundaries, standards and conventions. The logo renewal is perfectly aligned with the Direzione Cor Tauri (Towards the Heart of Taurus) electrification strategy, which marks a new phase for Lamborghini and signals a strategic shift for the future of the brand.
The most noticeable change is the iconic bull and shield shape at the centre, which has been transformed into a simpler flat design with less contrast and clearer lines. The Lamborghini typeface is also wider than before, giving it a stronger impact, and the brand's iconic black and white colour scheme has been retained.
The new yellow and gold colours are used as accent colours to further emphasise the dynamic image of Lamborghini. The revised logo will be applied to all future Lamborghini models. In digital touchpoints, the central bull will be separated from the classic shield and used individually.
The official Automobili Lamborghini typeface reflects the distinctive style and design of Lamborghini's cars, with its sharp lines and angles creating a strong, sporty image. It will also be the first to use a new set of icons developed in collaboration with Centro Stile, Lamborghini's dedicated motorsport division.
The strategy aims to build a solid partnership with future generations, becoming a model for innovation and sustainable development. The local House of Sant'Agata Bolognese is implementing changes not only to the cars, but also to the entire corporate identity, affecting the company's culture and values, which will see a new expression in all visual aspects.
Automobili Lamborghini will look to the future with a new logo that embodies innovation and determination in a rapidly changing environment.
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