Lancia is heading into the EV age with a new logo and new design language. Here’s what the company has in mind.
Nov 29, 2022Lancia reveals new logo and design language as it prepares for a battery-electric future for the brand, unveiling Pu+Ra Zero concept.
US enthusiasts might best remember Lancia for the angular Scorpion coupe of the 1970s, or many of its sporting sedans and coupes of decades past, but the brand is still very much alive, even if it went through a strange period of badge engineering in the era of Fiat Chrysler. During that time we saw the likes of the Chrysler 300C gain a new grille along with Thema badging, while the Chrysler Voyager became the Lancia Voyager through a similarly quick grille swapping process.
The redesigned logo is meant to signify the start of the era of electric mobility, and will be first applied to the new Ypsilon—the marque's upcoming flagship. The new Lancia Delta will wear the new logo as well.The updated badge is dubbed Progressive Classic, as a nod to the 1957 version that first appeared on the Lancia Flaminia. Along with a new logo the marque will adopt new lettering with an original font—both slated to be integrated into the brand starting in 2024.
Lancia elaborated on its past and its future direction in a special video, released during its Design Day. "With Lancia Pu+Ra Design, the volumes of the new vehicles are created by successive layering, adding and intersecting elementary and iconic shapes, such as the circle, rectangle, and triangle, and combining them with eclectic details. The result is an overall language that is not typically automotive," the automaker added.
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