- Lamborghini has revealed a redesigned version of the iconic raging bull logo for the first time in over 20 years.
- The new logo has an updated font and the bull loses much of its previous 3D look.
- According to Lamborghini, the new logo is a better representation of the “brave, unexpected, and authentic” values of the brand’s mission.
Here, take a closer look at this. No, no, even closer. That’s better, but you’re probably still going to need to squint; Lamborghini just revealed a redesigned version of the iconic raging bull logo for the first time in over 20 years.
The changes to the logo are minimal, and assuming you aren’t a Lamborghini historian or a logo fetishist, you could just as easily miss them. The new crest has been toned down slightly, losing its previous 3D look. At the top of the logo, the “Lamborghini” typeface features a “broader” look the company says is actually part of a new official Lamborghini typeface designed to evoke the angularity of its cars.
Lamborghini says the new logo is more than just a refreshed badge, and is actually part of a larger transformation of the brand. According to Lambo, the new logo better represents the “brave, unexpected, and authentic” values of the brand’s mission, which includes “Driving Humans Beyond.”
Black and white take over as the logo’s primary colors, while yellow and a new gold hue become the new accent colors. Immediately following its unveiling today, the brand began using the new logo throughout its social media channel—sans shield. That’s because Lamborghini wants to “lend it even greater prominence” by allowing the iconic bull to exist apart from the crest. Don’t worry, though, the shield will still proudly adorn Lamborghini’s vehicles. The company promises the shieldless bull is only for its digital footprint.
Jack Fitzgerald’s love for cars stems from his as yet unshakable addiction to Formula 1.
After a brief stint as a detailer for a local dealership group in college, he knew he needed a more permanent way to drive all the new cars he couldn’t afford and decided to pursue a career in auto writing. By hounding his college professors at the University of Wisconsin-Milwaukee, he was able to travel Wisconsin seeking out stories in the auto world before landing his dream job at Car and Driver. His new goal is to delay the inevitable demise of his 2010 Volkswagen Golf.