Abarth Logo

Abarth & C. S.p.A.

The Abarth scorpion emblem represents compact performance, racing spirit, and Carlo Abarth’s personal zodiac sign. Its red, yellow, black, and shield-shaped identity gives the marque a sharp Italian motorsport character.

Official website
Live logo URL
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Abarth full

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Choose the right Abarth asset

Start with the shape that fits the slot, then tune size and format in the URL.

Full logo

Best for directories, marketplace cards, comparison pages, and any surface where the complete mark has room to breathe.

Badge

Best for compact UI: filters, tables, saved vehicles, mobile lists, and favicon-like brand slots.

Wordmark

Best when the manufacturer name needs to stay legible in headers, partner lists, and editorial pages.

Implementation

Use the Abarth logo across your stack.

Copy a real CDN URL, then keep the same asset working in markup, components, native apps, and data calls.

Use it in any stack
One keyed Motomarks URL works in plain markup, component frameworks, native image loaders, and API-backed views.
logo.html
1<img2  src="https://motomarks.io/img/abarth?token=YOUR_API_KEY"3  alt="Abarth logo"4  width="128"5  height="128"6  loading="lazy"7/>

Need more than the image?

Fetch the brand record when your UI also needs metadata, ordered colors, or attribution context.

GET https://api.motomarks.io/brands/abarth
Authorization: Bearer YOUR_SECRET_KEY
Read the API docs

Reference

More about Abarth.

Brand history, logo changes, color notes, usage examples, and common questions.

What makes this mark recognizable?

Identity cues, heritage, and visual details to keep in mind before the asset lands in your UI.

Abarth was founded in 1949 by Carlo Abarth and Guido Scagliarini, and its badge has used the scorpion from the beginning as a reference to Carlo Abarth's zodiac sign, Scorpio. The emblem developed around a shield, a racing-influenced form that suited the company's early tuning kits, exhaust systems, and competition cars.

Red and yellow fields became long-running features of the mark, giving the small performance brand a vivid visual link to Italian motorsport. Since the modern Fiat-era relaunch, the scorpion shield has been refined for badges, digital use, and electrified Abarth models while retaining the core symbol.

First color in the reference palette

Motomarks records #E30613 as the primary Abarth reference color, with any alternate swatches listed in the color reference and API response.

How the mark got here

The identity shifts that explain the Abarth logo in use today.

Origins

Abarth & C. was founded in Bologna in 1949 by Carlo Abarth and Armando Scagliarini. The company first became known for performance exhaust systems, tuning kits, and competition versions of small Italian cars, particularly models based on Fiat platforms. Carlo Abarth’s approach combined lightweight engineering, accessible displacement classes, and a strong competition image.

Fiat Connection and Racing Identity

Abarth built a close relationship with Fiat through tuned road cars and racing derivatives. Cars such as the Fiat Abarth 595 and 695 helped establish the brand’s reputation for making small cars feel sharper and more competitive. The scorpion badge became a visual shorthand for a hotter, more focused version of familiar Italian city cars.

Modern Relaunch

Fiat relaunched Abarth as a distinct performance brand in 2007, reviving the scorpion shield for modern small performance cars. The modern lineup has included Abarth versions of the Fiat 500 and 124 Spider, along with electric performance models such as the Abarth 500e. The brand continues to use its historic racing imagery while adapting the identity for digital, retail, and electrified products.

When the logo changed

A compact record of redesigns, visual turns, and the reasons the mark moved.

1949

Original Scorpion Shield

The early Abarth identity used a shield containing a scorpion, the Abarth name, and strong red and yellow fields. The scorpion referred to Carlo Abarth’s Scorpio zodiac sign, while the shield format gave the mark a racing-club and heraldic character.

Reason for redesign: The mark was created to give the new tuning and racing company a distinctive identity connected to its founder and motorsport ambitions.

1971

Fiat Era Refinements

After Abarth became part of Fiat, the scorpion badge continued to appear on competition cars, performance parts, and special models. The essential shield, wordmark, scorpion, and Italian color cues remained the basis of the identity.

Reason for redesign: The brand identity needed to remain recognizable while being used within Fiat’s broader performance and motorsport activities.

2007

Modern Abarth Relaunch

The revived Abarth brand introduced a cleaner and more dimensional interpretation of the scorpion shield, optimized for modern vehicle badges, dealer signage, advertising, and digital use.

Reason for redesign: Fiat relaunched Abarth as a standalone performance identity, requiring a contemporary mark that preserved the historic scorpion symbolism.

What to preserve in production

Shape, color, and type cues that keep Abarth recognizable at app scale.

Composition

The Abarth logo is built around a compact shield divided into strong color fields, with the scorpion placed as the central symbol and the Abarth wordmark positioned across the upper section. The composition feels dense, energetic, and badge-like, matching its use on small performance cars.

Symbol

The scorpion refers directly to Carlo Abarth’s Scorpio zodiac sign and has come to represent bite, speed, danger, and compact aggression. The shield suggests competition, protection, and club-style motorsport heritage.

Lettering

The Abarth wordmark uses bold, uppercase lettering that is designed to read clearly across vehicle badges, steering wheels, print, and digital placements. Its blocky construction reinforces the brand’s mechanical and performance-focused personality.

Color

Red communicates speed and racing intensity, yellow adds high visibility and energy, black gives contrast and authority, and the Italian tricolor links the brand to its national origin. The palette is more expressive than many monochrome automotive identities, which suits Abarth’s extroverted tuning character.

Shape

The shield shape gives the logo a historic motorsport and heraldic feeling. Its pointed lower form and angular divisions direct attention toward the scorpion, making the emblem feel compact and forceful.

Heritage

The logo has retained its core elements since the brand’s founding: the scorpion, shield, Abarth name, and Italian color references. These continuities make the current emblem strongly connected to Carlo Abarth’s original tuning company.

Market context

Within Italian car culture, the scorpion badge signals a more performance-oriented version of small Fiat-based cars. It is associated with accessible sportiness, exhaust sound, tuning culture, and urban performance rather than large-displacement luxury performance.

Design logic

Abarth’s identity favors intensity over minimalism. The logo compresses founder symbolism, national pride, racing color, and a performance warning sign into a small badge that is easy to recognize on compact cars.

Where teams place it

Common product surfaces where Abarth assets need to stay clear, consistent, and fast.

Vehicle badging

Vehicle owners and enthusiasts

The scorpion shield is used on grilles, tailgates, steering wheels, wheels, and performance trim identifiers.

Dealer and retail identity

Dealers

Abarth dealers and service points use the shield and wordmark to distinguish performance sales, accessories, and branded service experiences from standard Fiat retail environments.

Motorsport and enthusiast merchandise

Fans and clubs

The scorpion badge appears on apparel, accessories, event materials, and owner-community items that reinforce the brand’s racing and tuning culture.

Digital product interfaces

Product teams

Automotive apps, marketplaces, configurators, and catalog systems use the Abarth logo to identify brand-specific vehicles, trims, parts, and owner services.

Answers before you ship

Format, usage, attribution, and history notes for the Abarth logo.

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