Lamborghini’s Fresh Identity: Bold Logo for a New Era

Lamborghini refreshes its iconic logo, signaling a bold step towards sustainability and innovation in the automotive world.

For the first time in over 20 years, Lamborghini has revealed a refreshed brand logo, aiming to better embody the company’s values of being «bold,» «unexpected,» and «genuine» in its quest to «Drive Humans Beyond.» While the full extent of these aspirations might be a bit nebulous, one noticeable change in the new logo is the softer shade of the iconic golden bull.

The update includes a slight expansion of the Lamborghini font, with black and white continuing as the primary colors, complemented by yellow and gold as secondary tones. Though the modifications are nuanced, they become evident when compared directly with the previous emblem. A significant digital shift is the bull’s standalone presence, detached from the shield for the first time.

The original Lamborghini emblem featured a red backdrop with a black-and-white bull, symbolizing the Taurus zodiac sign, reflecting the birth sign of founder Ferrucio Lamborghini. The logo underwent a transformation in 1972 to adopt a gold and black palette, which was then replaced in 1974 by a monochrome design that persisted for 24 years until the 1998 update.

Now, after another 25 years, Lamborghini feels the timing is ripe for a rejuvenation. This refresh extends across the brand’s entire corporate identity, including the introduction of an official Automobili Lamborghini typeface designed to convey a contemporary vibe that resonates with sustainability and innovation. With the brand moving towards hybridization post the Huracan era, initiated by the Revuelto, this update arrives at a pivotal moment.

The upcoming release of the highly exclusive Lamborghini Huracan STJ, bearing the new logo and marking the end of the era for non-electrified engines, underscores the brand’s shift towards electrification and modernization. The forthcoming Huracan successor will further exemplify Lamborghini’s commitment to progress and innovation.