Alfa Romeo
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In the Milano suburb Portello, the production of the Darracq automobile ended in 1909. A group of managers of the bankrupted factory decided to take over the assets and start the production of their own Italian car, named A.L.F.A. meaning 'Anonima Lombarda Fabbrica Automobili'.
The design of the first car was made by Giuseppe Merosi in early 1910. In June of 1910 Merosi was asked to come up with a design for an emblem that could be placed on the radiator grill of the new car.
One of Merosi's junior designers, Romano Catteneo came up with the idea to use the snake of the Milanese Visconti family crest. Merosi liked the idea and suggested to add the Milan city crest, the red cross on a white background - the original crest of Ciovanni da Rho- to the emblem.
The words 'Alfa' and 'Milano' divided by two braids of the house of Savoye. A.L.F.A. director Hugo Stella accepted the design and from then on all Alfa's were branded with the logo that still markes the cars made today by Alfa Romeo.
In 1915 the company was taken over by Nicola Romeo and the name 'Romeo' was added to the emblem. After winning the first Grand Prix world championship with the Alfa Romeo P2 in 1925 a laurel was added to the logo. In the years until 1972 little changes were made. But with the start of the production of the Alfasud in the new Naples factory, 'Milano' disappeared from the emblem in 1972.
