On 31 March 1949, Italian-Austrian engineer Carlo Abarth established Abarth & C., developing a brand that would end up being a performance legend, creating record-breaking vehicles, cutting edge tuning kits, and winning historic races. The popular scorpion logo recognized by motoring enthusiasts globally was motivated by the founder’s zodiac sign.
Abarth’s history and its logo design are linked with its sporting success, which started at an early stage. The first was a group victory in the popular ‘Palermo-Monte Pellegrino’ hill-climb in 1950 with Tazio Nuvolari at the wheel of an Abarth 204A. In 1954, Carlo Abarth made a decision to complement the logo design with the introduction of a two-tone guard, the symbol of victories in sporting battles, as the history for the Scorpion.
In 1962, the Abarth 1000 Bialbero was the victor of the first six 6 successive manufacturer world championships in Division One, and new aspects were added to the logo design to commemorate this crucial title, particularly a black-and-white checkered flag, the words ‘Campione del mondo’ (World Champ) in red block letters on a yellow history, and a decorative laurel wreath.
A refreshed version of the logo design was introduced in 1969. The most significant adjustments were to the Scorpion, the very icon of the Turin-based business, to become entirely black, and also – for the first time – with both pincers aiming upwards. The text likewise changed to white on a blue background and simply included the word ‘Abarth’.
In 1971, Abarth was purchased by Fiat and the Italian flag showed up on the logo in the background behind the word Abarth to highlight its Italian character.
Today’s logo design was totally revamped in 2007 and integrates all the distinguishing characteristics of the Scorpion yet in an extremely extra modern-day and current style with the pincers of the black silhouette resting on the diagonal of the shield.
In 2019, a congratulatory version of the shield, including a checkered flag was presented on the event of Abarth’s 70th anniversary. This logo can be discovered solely on automobiles made throughout the 70th anniversary year. A celebratory color version of the badge was likewise produced that year, particularly established only for the Limited Edition 695 70th Anniversary, of which only 1949 devices were made to reference the year the brand was created.
All Abarth cars show the second logo on the rear end of the two side panels resembling an emblem that Abarth racing vehicles have shown off since the 1960s. This logo design gets the regular yellow and red Abarth shield bordering the scorpion with the addition of a thunderbolt in the colors of the Italian flag. It is a sincere homage to Abarth’s dedication to racing that since the earliest days was viewed as the suitable testing ground for innovative solutions targeted at raising the efficiency and also the integrity of Abarth auto racing cars that would later benefit the production of vehicles.
The dedication to racing exists to this day, both on the right track and gravel. On the track, Abarth is the engine provider of the Italian and German F4 Champions, the training ground for the F1 champions of the future and in rallies, the Abarth 124 rally will be the protagonist of the FIA-ERC, the European Rally Championship for the 3rd year running this year.
Commercially, the Scorpion brand has been a success, particularly by raising its market share by 50% in 2020 against 2019.
Abarth has launched the new 2021 variety with the 595, Turismo, Competizione, and Esseesse versions. To pay tribute to its background and rally auto racing successes, the new matte Blu Rally paintwork of the brand-new 595 Competizione tips at the Fiat 131 Abarth Rally of the 1970s, while the new 17-inch alloy wheels are an approval to those of the Lancia Delta Rally Integrale of the 1990s.
The anniversary is being commemorated along with the large community of fans who have been admirer of the brand. Through the brand’s social networks, followers are welcomed to provide their take on the Abarth logo through drawings, paints, and also artwork with the ability to represent the significance of the Scorpion. Chosen tasks will certainly feature on Abarth’s social media accounts.
Moreover, the more than 140,000 participants of Scorpionship Abarth will get a discount rate that will certainly be used during 2021 for purchasing official merchandise on the new Abarth e-store : abarthstore.com