Trademark and identity. The history of a company and of a nation through a logo, a history that dates back to more than a century: 1899-1991

In 1889 an advertising poster by the Turin painter Giovanni Carpaneno announced the creation of Fiat, a parchment was thus displayed, which was later reproduced on a brass plaque and became the first official trademark. The full name of the company could be read out. Fabbrica Italiana Auromobili Torini, followed by the acronym F.I.A.T. and the serial number. The rococo-style label was positioned to the left of the bonnet

In 1901, Fiat introduced the first four-cylinder car. The trademark consisted of a small enamelled brass plaque with elements of Art Nouveau style and in the centre the acronym was no longer used. The rising sun and the two shrubs that refer to the abundant flourishing of the company were present

As from 1903, Fiat also began exporting to America. This new era of the company was accompanied by a new oval trademark that was positioned precisely at the top of the radiator the first time

The round shield first appeared on the 12-cylinder Superfiat in 1921. In fact, it had been down used in the 801 fiat racing, as if to symbolize how the experience acquired with the racing cars is carried into the series cars

In 1925, the first hatchback was introduced, the Fiat 509, which in the space of one year became the most popular car in Italy thanks to the introduction of hire purchase. Here a circular trademark was used with a white acronym on a blue background which remained until 1929. In the future, the hatchbacks experienced only a change of blue hues in the background