Journey logbook · 2020
Abarth: proud of our heritage, excited about our future
A rebranding for Abarth that modernises the racing brand's image while preserving its historic essence. The new mark blends a racing pilot with the mythical scorpion of its previous logo to appeal to younger audiences.
- Client:
- Abarth
- Summary:
- Car Manufacturer Rebranding
- Results:
- 'Abarthed' Brand
- Fields:
- Branding+Visuals
- Year:
- 2020
- Role:
- Brand designer
- Tools:
- Adobe Creative Suite, Logic Pro X, Blender
The challenge
Modernise the image of the Abarth racing car brand while preserving its historic essence: a visual identity that resonates today and projects a promising future, with a youthful, dynamic spirit and without losing touch with its iconic heritage.
The goal
A fresh, contemporary identity full of adventure and energy. By blending a racing pilot with the mythical scorpion of the previous logo, the design represents a bold, forward-looking Abarth that speaks to a younger audience while honouring its legacy.
The solution
A logo that combines the pilot and the scorpion — speed, strength and adventure — supported by a vibrant colour palette, modern typography and energetic brand imagery. The identity extends to brand collateral and a user-friendly digital presence, celebrating the legacy while reaffirming Abarth in the racing and urban sports car world.
About this project
What did Lander Zaro do on Abarth Rebranding?
A rebranding for Abarth that modernises the racing brand's image while preserving its historic essence. The new mark blends a racing pilot with the mythical scorpion of its previous logo to appeal to younger audiences.
What was the challenge?
Modernise the image of the Abarth racing car brand while preserving its historic essence: a visual identity that resonates today and projects a promising future, with a youthful, dynamic spirit and without losing touch with its iconic heritage.