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Lamborghini gets a new logo

For the first time in over two decades, Lamborghini has redesigned its iconic Raging Bull logo for the modern era.

“The restyling is driven by a new strategy that involves adapting the brand’s visual expression to better reflect the “brave”, “unexpected”, and “authentic” values of its mission, namely “Driving Humans Beyond”, a concept that translates into the intention to always go beyond the limits, standards, and conventions,” said the Italian supercar maker.

The logo’s evolution is part of Lamborghini’s broader transformation into a brand focused on decarbonization and sustainability, and will not only adorn its vehicles but also impact its corporate identity as a whole.

Lamborghini logo before and after

Minimal yet bold

The new Raging Bull badge is redefined by broader Lamborghini script and a new colour palette that is “minimal yet bold,” said the brand.

As such, black and white have been revived as the primary hues while yellow and a new gold tone are now employed as accent colours.

The bull in the centre of the logo has also undergone a major metamorphosis and now features individually on the company’s digital channels, separated from the classic surrounding shield for the first time, “to lend it even greater performance,” said Lamborghini.

Alongside the new badge, the automaker’s corporate identity has similarly been overhauled.

In redesigning its legendary identifier, the brand created a new Automobili Lamborghini typeface inspired by the unmistakable lines and angularity of its supercars which will henceforth be used for all its official communications.

The revision also includes a new set of icons, developed in collaboration with Lamborghini Centro Stile, that will be used and shared uniformly across all the digital touchpoints.

“In a rapidly changing context, Automobili Lamborghini looks to the future with a redesigned logo that embodies innovation and determination,” it said.

“It’s a strategic change that perfectly complements the holistic shift outlined by the Direzione Cor Tauri program, marking a new phase in the company’s positioning.”


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