The new Lancia era begins now

Italian elegance is ready to take on an even more contemporary dimension.

Our new Renaissance

A new era and a new path in Lancia history have begun. Our brand has made its mark in Italian elegance and style since 1906, and today it darts towards the future in a new, more contemporary, more ethereal and essential dimension destined to last and amaze.

In the name of elegance

Lancia’s new logo was born with the dream to last and to allure.
It is our past meeting our future, it is grace meeting audacity, it is the unmistakable mark of a new era under the sign of elegance.

1907

The Lancia lettering is in italics and gold, soft and essential. A sinuous and elegant rendering that matches the style of the early vehicles and the Liberty trend of those years.

1911

Born out of the friendship between Vincenzo Lancia and Carlo Biscaretti di Ruffia, illustrator and publicist. In this logo, the flag held by a spear and the steering wheel coexist, later enriched with some details, such as the advance knob on the right spoke of the steering wheel.

1929

A triangular-shaped shield appears around the steering wheel, an element that will remain to this day. The logo is stylized in some details and its colors are now defined: blue for the shield, flag and spear; white for the background and the steering wheel, and gold, which is used for the profiles and the lettering.

1957

The shield and the steering wheel are replaced by simple stylized geometric shapes and a two-tone blue-silver color scheme is introduced. This outline version retains two details: the spear supporting the flag and the flag itself where, unmissable, appears the name Lancia.

1981

Designer Massimo Vignelli proposes again all the elements present in the previous logos, updating them. Shield, spear, steering wheel and flag are stylized and simplified as much as possible, keeping the blue and the white colors. For the first time the ''L'' is resized and matched to the other letters.

2007

Assisted by the Lancia Style Center, the Robilant studio proposes an aesthetic revolution while retaining some historical elements. The blue color remains but is shifted to a darker, shinier shade, and then the shield around it was also slightly modified too. The steering wheel is made more essential: the four spokes are transformed into two "spikes."

2022

Historic elements of the 1957 logo, such as its circle, its shield and its spear, are revisited in a contemporary and minimalist way. A true "technological jewel" with a brand new and original font, which manages to be progressive and classic, precious and innovative at the same time. They will be visible on future Lancia Ypsilons from 2024 onwards.

Pu+Ra DESIGN

Pu+Ra Design is the essence of Lancia new design, the perfect combination of two words: Pure, representing elegance and essentiality, and Radical, representing the power, the precision and the decisive style that have always been rooted in the identity of the brand. Pu+Ra Design finds its highest expression in the Pu+Ra Zero, a true work of art, a synthesis of the style of future Lancia models.

The future is in our roots

Don't miss the first episode of the docufilm dedicated to the Lancia Renaissance. Retrace with us the creative process that led to the creation of the new logo and to the vision of future Lancia models, taking inspiration from the beauty of Italian art, architecture and design.

Here the full episode