Bertone Logo

The Bertone emblem carries the precision and restraint of an Italian coachbuilder's signature, shaped by decades of design work for celebrated automotive marques. Its visual character is elegant, architectural, and heritage-led, reflecting a studio identity built around proportion, craftsmanship, and concept-car culture.

Available as PNG and WebP from a stable Motomarks CDN URL at /img/bertone.

Founded
1912
Country
Italy
Headquarters
Turin, Piedmont, Italy
Parent
Ideactive
Official website

Updated Jun 29, 2026

Live logo URL
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Bertone full

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Choose the right Bertone 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.

How to use the Bertone logo in an app

Add the published Bertone logo to a product with a Motomarks CDN URL, then keep the same asset across sizes, formats, and frameworks.

  1. 1

    Copy the CDN URL

    Start from https://motomarks.io/img/bertone. That slug stays stable as Motomarks updates the published Bertone assets.

  2. 2

    Choose type, size, and format

    Set type to full, badge, or wordmark when that variant exists. Add size (xs through xl) and format (png or webp) as query parameters.

  3. 3

    Add a publishable API key

    Append your pk_ key for production CDN requests. Secret sk_ keys stay on the server for JSON API calls.

  4. 4

    Drop the URL into your UI

    Use the URL in an img, Image, or native image loader. Keep alt text specific, such as "Bertone logo".

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/bertone?token=YOUR_API_KEY"3  alt="Bertone 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/bertone
Authorization: Bearer YOUR_SECRET_KEY
Read the API docs

Reference

More about Bertone.

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.

Bertone began in 1912 as Carrozzeria Bertone, the Turin coachbuilding company founded by Giovanni Bertone. Its identity has long been tied to Italian carrozzeria tradition, using the Bertone name as a designer signature on bodies, badges, and concept cars rather than as a conventional mass-market automaker emblem.

Historic Bertone branding is best known for compact body badges and a clean wordmark that appeared on vehicles designed or bodied by the studio, including work for Alfa Romeo, Lamborghini, Fiat, Lancia, and others. The revived Bertone brand keeps the emphasis on a refined wordmark and design-house heritage, connecting modern hypercar projects with the company's coachbuilding past.

First color in the reference palette

Motomarks records #000000 as the primary Bertone 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 Bertone logo in use today.

Origins

Carrozzeria Bertone was founded in Turin in 1912 by Giovanni Bertone. The company initially worked as a coachbuilder, producing bodies at a time when automobile chassis and body construction were often separate crafts. Its early reputation was built on hand-built bodies, close relationships with manufacturers, and the Italian tradition of specialized carrozzerie.

Nuccio Bertone and the Design-House Era

Giovanni Bertone's son, Giuseppe Bertone, known as Nuccio Bertone, became central to the company's postwar growth. Under his direction, Bertone moved beyond traditional coachbuilding into a major design and prototype studio. The company became associated with important production cars and concept cars for brands such as Alfa Romeo, Lamborghini, Fiat, Lancia, Citroën, and Volvo.

Design Legacy

Bertone became closely linked with wedge-shaped and highly geometric Italian automotive design from the 1960s through the 1980s. Cars connected with the company include the Lamborghini Miura, Lamborghini Countach, Alfa Romeo Montreal, Lancia Stratos, and Fiat X1/9. The Bertone name functioned as both a company mark and a design signature, often appearing on badges attached to cars produced for other marques.

Modern Revival

After the historic Bertone company encountered financial difficulties and ceased operations in the 2010s, the brand name was later revived. The modern Bertone identity presents the marque as a limited-production performance and design brand while referencing the heritage of the original Turin coachbuilder. Its contemporary communications emphasize Italian design culture, rarity, and continuity with the Bertone archive.

When the logo changed

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

1912

Carrozzeria Bertone identity

The earliest identity was tied to the Carrozzeria Bertone company name and the craft of body building. Branding was used as a maker's signature on coachbuilt work rather than as a large manufacturer grille emblem.

Reason for redesign: The mark identified the workshop and its coachbuilt bodies in an era when specialist body makers promoted their own craftsmanship alongside chassis manufacturers.

1950s

Bertone body badges and wordmark use

As Bertone became a larger design house, the company name appeared on compact vehicle badges, scripts, and studio materials. These applications reinforced Bertone as a design signature on cars made for other manufacturers.

Reason for redesign: The growth of the company from coachbuilder to recognized design studio required a more transferable identity for badges, prototypes, and publicity materials.

2022

Revived Bertone wordmark

The modern revival uses a restrained Bertone identity centered on the brand name and a premium, minimal presentation. The approach gives the historic name a contemporary luxury-performance character while retaining the focus on the designer's signature.

Reason for redesign: The revived brand needed a modern identity suitable for limited-production vehicles, digital use, and international presentation while still referencing Bertone's design-house heritage.

What to preserve in production

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

Composition

Bertone branding is typically built around the name itself, giving the identity the feeling of a design signature rather than a mass-market automaker badge. This suits a company historically known for shaping vehicles for other manufacturers.

Symbol

The Bertone name symbolizes Italian coachbuilding, proportion, and authorship. Because many Bertone-designed cars carried another manufacturer's primary badge, the Bertone mark often acted as a discreet proof of design origin.

Lettering

The modern identity favors clean, premium wordmark treatment, while historic applications varied across badges, scripts, and printed studio material. The emphasis remains on legibility and the recognition of the Bertone name.

Color

Black and white are the most consistent reference colors for modern Bertone presentation, supporting a restrained and high-contrast luxury design tone. This neutral palette also allows vehicle form, photography, and materials to take visual priority.

Shape

Historic Bertone identification often appeared in compact badge formats suitable for body sides, sills, and coachbuilder plaques. The current identity is more wordmark-led, with geometry and spacing doing more work than decorative framing.

Heritage

The mark carries the heritage of Turin's carrozzeria culture, where a coachbuilder's badge served as a maker's mark on a finished body. Bertone's identity is inseparable from its role in postwar Italian concept and production car design.

Market context

Bertone is significant in automotive culture because its name is attached to major Italian design milestones, especially from the 1960s and 1970s. The branding represents the idea of the independent automotive design house as a creative force.

Design logic

The identity reflects restraint, precision, and authorship. Rather than relying on a complex pictorial symbol, Bertone's branding places emphasis on the authority of the name and the design legacy behind it.

Where teams place it

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

Vehicle badging

Collectors, restorers, historians

Bertone marks have historically appeared as discreet coachbuilder or designer badges on cars designed or bodied by the company.

Official brand communications

Customers, media, enthusiasts

The modern Bertone wordmark is used on the official website, launch communications, and presentation material for revived brand projects.

Automotive archives and museums

Museums, researchers, publishers

Bertone branding is used in historical references connected to concept cars, coachbuilt models, and design-studio provenance.

Digital vehicle databases

Developers, product teams, data providers

Logo references help distinguish Bertone as a design house, coachbuilder, and revived specialty-vehicle brand rather than a conventional volume manufacturer.

Common questions about the Bertone logo

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

What does the Bertone logo mean?

The Bertone logo primarily represents the name and reputation of the Italian coachbuilder founded by Giovanni Bertone in 1912. Historically, it functioned like a designer's signature on vehicles shaped or bodied by the studio, signaling coachbuilding authorship, Italian design heritage, and a connection to the Turin carrozzeria tradition.

What does the current Bertone logo look like?

The current Bertone identity is wordmark-led and visually restrained, using the Bertone name in a premium, minimal presentation. It is commonly shown in high-contrast black or white applications, which suits the revived brand's positioning around limited-production performance vehicles and the historic design-house character of the name.

How has the Bertone logo changed over time?

Bertone's identity evolved from a coachbuilder's business name into a recognizable design signature used on vehicle badges, scripts, studio material, and later digital branding. Because Bertone often designed cars for other manufacturers, its logo was usually secondary to the client marque, making discreet name badges and wordmarks especially important.

Can I use the Bertone logo in a digital product?

Teams can display Bertone identity references in digital products when they have the appropriate rights, context, and trademark clearance. For developer integration or asset delivery through services such as Motomarks, teams should still verify current Bertone trademark guidance and avoid implying endorsement, partnership, or official approval unless it has been granted.

Where should teams check official Bertone logo and trademark guidance?

Teams should start with Bertone's official website and any current brand, media, or legal contact information provided by the company. If no public brand manual is available, use should be reviewed against general trademark requirements and approved directly by the rights holder before publication in commercial products.

More logos from Italy

Nearby manufacturer pages in the Motomarks index, useful when a product needs more than one mark.

Abarth logoAbarthAbarth & C. S.p.A.Alfa Romeo logoAlfa RomeoAlfa Romeo Automobiles S.p.A.Autobianchi logoAutobianchiAutobianchi S.p.A.Bizzarrini logoBizzarriniBizzarrini LimitedCisitalia logoCisitaliaCompagnia Industriale Sportiva ItaliaCizeta logoCizetaCizeta Automobili
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