Lancia Logo and Brand Identity

Lancia Automobiles S.p.A.

The Lancia emblem brings together the lance, flag, steering wheel, and shield, symbols rooted in the marque's early Italian identity. Its refined blue and metallic character reflects a brand shaped by engineering distinction, elegance, and a long tradition of design-led motoring.

Official website
Live logo URL
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Lancia full

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Choose the right Lancia 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 Lancia 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/lancia?token=YOUR_API_KEY"3  alt="Lancia 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/lancia
Authorization: Bearer YOUR_SECRET_KEY
Read the API docs

Reference

More about Lancia.

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.

Lancia was founded in Turin in 1906 by Vincenzo Lancia and Claudio Fogolin, and its visual identity quickly became tied to the founder's surname, which means lance in Italian.

The classic emblem, attributed to Count Carlo Biscaretti di Ruffia in 1911, combined a lance, a flag with the Lancia wordmark, a steering wheel, and later a shield, creating one of the most historically layered marks in Italian motoring. Later redesigns simplified or modernized these elements, including the geometric 1970s interpretation associated with Massimo Vignelli and the metallic shield used in the 2000s. In 2022, Lancia introduced a new emblem for its renaissance plan, restoring the lance, flag, shield, and wheel references in a flatter, more architectural form.

First color in the reference palette

Motomarks records #001E50 as the primary Lancia 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 Lancia logo in use today.

Origins

Lancia was established in Turin on 27 November 1906 by former Fiat racing driver and engineer Vincenzo Lancia with Claudio Fogolin. The company built a reputation for technically advanced passenger cars, including early use of unitary construction, independent suspension, and V6 engine architecture. Its identity developed around Italian engineering, competition pedigree, and a refined approach to luxury and performance.

Early identity and the Biscaretti emblem

The first widely recognized Lancia emblem is credited to Count Carlo Biscaretti di Ruffia, an artist and automobile historian closely associated with Turin's motoring culture. His design used a lance as a direct visual pun on the Lancia name, a flag carrying the wordmark, and a steering wheel to make the mark unmistakably automotive. The later shield outline gave the badge a heraldic quality that suited the brand's prestige positioning.

Modern era and Stellantis revival

After decades within Fiat and FCA, Lancia became part of Stellantis in 2021. The brand announced a new design language in 2022 as part of its relaunch strategy, beginning with the Pu+Ra Zero concept and a renewed logo. The current identity deliberately reconnects with historic Lancia features while presenting them in a cleaner, flatter, digital-friendly style.

When the logo changed

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

1911

Biscaretti lance, flag, and steering wheel emblem

The early Lancia identity combined a lance, a flag bearing the Lancia name, and a steering wheel. The design linked the founder's name to a literal lance while also clearly identifying the company as an automobile maker.

Reason for redesign: The brand needed a distinctive manufacturer badge that could communicate both the Lancia name and its automotive purpose.

1929

Shield-based Lancia badge

The emblem adopted a shield outline around the steering wheel, lance, and flag motif, giving the badge a more formal and heraldic character. This shield became a lasting part of Lancia's brand vocabulary.

Reason for redesign: The shield form strengthened recognition and gave the marque a more prestigious, durable badge format for vehicle grilles and bodywork.

1974

Geometric modernist identity

Lancia introduced a cleaner, more geometric interpretation that reduced decorative detail and emphasized a modern wordmark within a simplified shield structure. The result aligned the marque with contemporary Italian graphic design.

Reason for redesign: The redesign modernized the identity for a changing product range and a more systematic corporate visual language.

2007

Three-dimensional metallic shield

The badge was redrawn as a polished blue shield with chrome-like edging and a central vertical element. It retained the shield reference but made the traditional lance and wheel symbolism more abstract.

Reason for redesign: The update reflected the 2000s trend for dimensional automotive badges and a more premium digital and showroom presentation.

2022

New Lancia renaissance emblem

Lancia introduced a flatter, more refined emblem that brought back the historic lance, flag, shield, and steering wheel references in a contemporary composition. The wordmark became slimmer and more architectural, matching the brand's new design language.

Reason for redesign: The redesign supported Lancia's relaunch under Stellantis and its transition toward a new generation of electrified models.

What to preserve in production

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

Composition

The current Lancia mark is built as a shield containing a circular steering-wheel reference, a vertical lance, and a flag-like nameplate. The composition balances heraldic structure with technical precision, preserving the traditional stacked symbolism in a cleaner format.

Symbol

The lance is a direct reference to the Lancia name and to Vincenzo Lancia. The flag recalls the earliest badge, the steering wheel links the mark to motoring, and the shield adds connotations of heritage, protection, and status.

Lettering

The current wordmark uses slim, widely spaced letterforms with a technical, premium feel. It departs from heavier historic scripts and block lettering in favor of a more architectural identity suitable for digital use and vehicle badging.

Color

Deep blue has long been associated with Lancia badges and conveys restraint, elegance, and continuity. Metallic or silver detailing often supports the blue, giving the emblem an engineered and premium automotive finish.

Shape

The shield is the dominant outer form, while the inner circle recalls the steering wheel used in early Lancia marks. The vertical lance gives the emblem a strong central axis and helps distinguish it from generic shield badges.

Heritage

Lancia's logo is unusually explicit about its origins because the main components trace back to the 1911 Biscaretti design. Even modern versions preserve the vocabulary of lance, flag, wheel, and shield rather than replacing the symbol with an unrelated abstract mark.

Market context

The emblem is closely tied to Turin's automotive culture and to Italy's tradition of combining engineering with design. It also carries associations with Lancia's rally history, technical experimentation, and distinctive approach to premium passenger cars.

Design logic

Lancia's identity favors refinement over aggression. Its logo evolution shows a consistent attempt to modernize historic symbols while retaining enough detail for continuity, resulting in a badge that feels heritage-led, precise, and understated.

Where teams place it

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

Vehicle badging

Vehicle designers and brand teams

The Lancia shield appears on vehicle front ends, rear badging, wheels, and interior touchpoints where the marque's heritage and premium positioning need to be immediately recognizable.

Dealer and market websites

Dealers and digital marketing teams

Official dealer and market websites use the Lancia identity to distinguish new model information, configurator journeys, aftersales communication, and brand storytelling.

Press and corporate communications

Media, corporate communications teams

The logo is used in announcements, launch materials, concept presentations, and Stellantis communications related to the Lancia brand and its product strategy.

Digital product interfaces

Product teams and developers

Automotive databases, configurators, comparison tools, and ownership apps use the Lancia badge to identify brand records, model listings, and vehicle profiles.

Answers before you ship

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

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