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Fiat S.p.A. unveils new corporate logo

by Bill Cawthon on

On January 1, 2011, Fiat will officially split into two companies: Fiat SpA and Fiat Industrial SpA. Today, Fiat SpA revealed its new logo consisting of the word Fiat in tall, condensed blue lettering. The new logo was created in response to the need to differentiate the overall automobile group, which includes Abarth, Ferrari, Fiat, Lancia and Maserati, from Fiat-brand vehicles. The new logos, designed by Robilant Associati, replace the Fiat Group logo adopted in October 2005. The company says the new graphic design was intended to create a visual identity which portrays the strong link between past and future. This has led to the reinterpretation of an iconic logo from the past, which is also strongly evocative of the modern and innovative.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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