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Fiat seeks inspiration from the past to give its auto business a new identity


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Fiat seeks inspiration from the past to give its auto business a new identity

Luca Ciferri

Automotive News Europe -- November 29, 2010 06:15 CET

TURIN – Fiat Group today unveiled new logos that will identify the Italian conglomerate's automotive and industrial companies after the operations are separated in a Jan. 1 demerger.

The new logo for Fiat S.p.A., the demerged company that will focus on the automobile sector, was inspired by a Fiat logo used at the beginning of the 20th century.

The design has the word Fiat in condensed blue lettering on a white background. Fiat said the reinterpretation of an iconic earlier logo is intended to create a visual identity that portrays a strong link between past and future, but is also modern and innovative.

Underneath the Fiat name are the words Società per Azioni (S.p.A.), which donates that the business unit is a joint stock company.

“The new logo has been created in response to the need to differentiate the automobile group from the product-related brand, reinforcing the parent company's role in the management of a multibrand group,” Fiat said in a statement.

Fiat S.p.A. will include the Fiat, Alfa Romeo, Lancia, Ferrari, Maserati, Fiat Professional and Abarth brands and their related powertrain operations, plus partsmaker Magneti Marelli, production system maker Comau and Teksid, which produces metallurgical products.

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Fiat Industrial S.p.A., the demerged company that will control the Case New Holland farm and construction equipment maker, Iveco heavy truck manufacturer and their related powertrain activities, will have a new logo that maintains the visual identity created for Fiat Group in 2005.

Its new logo has the words Fiat Industrial in burnt gold lettering with Fiat's traditional blue as a background color.

Fiat Industrial's logo uses the Italian group's traditional blue background with letters in burnt gold.

The new logos were created Robilant Associati, the agency that created the Fiat Group logo in October 2005 and revised the Alfa Romeo, Lancia and Fiat passenger car brand logos.

On Jan. 1, the new Fiat S.p.A. and Fiat Industrial S.p.A. will begin operating as separate companies and will have their own listed shares on the Milan Stock Exchange beginning Jan. 3.

Fiat CEO Sergio Marchionne will be CEO of the new Fiat S.p.A. and will also become chairman of Fiat Industrial. Iveco CEO Alfredo Altavilla and CNH CEO Harald Boyanovsky will be co-CEOS of Fiat Industrial.

Fiat S.p.A. forecasts revenue of 64 billion euros in 2014, up from over 32 billion euros expected this year, on unit sales of 3.8 million, up from 2.2 million last year.

Fiat Industrial predicts revenue of 29 billion euros in 2014, compared with about 19 billion euros expected this year.

Read more: http://www.autonews.com/apps/pbcs.dll/article?AID=/20101129/ANE/101129904/1193#ixzz16gZSSGcN

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Fiat's Split Into Two Groups Results in New Logos



In about a month's time, on the 1st of January 2011, Italy's Fiat will have completed the separation of its truck and tractor business from its car making operations. The split will result in the creation of two separate groups; Fiat SpA with a clear focus in the automobile sector, and Fiat Industrial SpA incorporating the firm's truck, commercial vehicles, agricultural and construction equipment, and related powertrain divisions.

In a brief announcement today, the Italian giant published the logos of the two newly formed groups. Fiat SpA, which will include the Fiat, Alfa Romeo and Lancia brands as well as the firm's 20% minority stake in the Chrysler Group LLC, will be identified by a logo displaying the word Fiat in tall, condensed blue lettering on a white background.

In contrast to the Fiat SpA logo, the Fiat Industrial SpA group, which will incorporate Iveco trucks and Fiat Powertrain Industrial and Marine as well as CNH Global NV (CNH), a subsidiary of Fiat Netherlands Holding N.V., gets a logo with burnt gold lettering on a blue background.

The new logos, designed by Robilant Associati, replace the Fiat Group logo adopted by the company in October 2005.

Following the demerger of the two groups, Fiat SpA and Fiat Industrial SpA will be listed separately on the Milan Stock Exchange with each company operating with their own management teams and boards of directors.



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