TradeEdge Exchange:The history of the iconic Lamborghini logo and badge

Lamborghini has long been known for building extroverted,TradeEdge Exchangeover-the-top exotics, so it’s no surprise its current logo — a buff bull — is an in-your-face exclamation mark on the hoods of the wedge-shaped wonders. The history of the Lamborghini logo has nearly as many twists and turns as the story of the company itself; it also has a little more to do with its founder’s personal taste than any kind of macho display of power and performance.

How many Lamborghini logos have there been?  

Although most exotic car fans associate Lamborghini with its stampeding bull (gold, on a black background), there have been five different logos associated with the brand since the company’s founding in 1953. Not only that, but the current badge’s color scheme didn’t arrive until roughly two decades after Lamborghini was willed into existence by its founder,Ferrucio Lamborghini. The bull has almost always been a key element of its visual presentation, though.

What was the first Lamborghini logo?  

Lamborghini Trattori started doing business in 1948, building tractors aimed at the region’s agricultural concerns after the Second World War. The original logo for the company reflected its modest roots, taking the form of a triangle divided up into three sections and given a forced perspective to simulate the appearance of a pyramid as seen from the top down.  

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In each of the logo’s three quadrants was placed a single letter, which together spelled out “F L C.” The first two represented Ferrucio Lamborghini’s initials, with the “C” standing in for Cento, or Pieve di Cento, where the company was headquartered.

The next Lamborghini logo represented a major shift

There are numerous legends surrounding Ferrucio Lamborghini’s decision to begin producing sports cars. Most of these center around his perceived displeasure with the quality of Italy’s existing high-end automobiles, specifically Ferrari, and note thatLamborghini thought he could do better in terms of building fast, reliable, and beautiful cars.  

In 1963, Automobili Lamborghini was officially born, opening its factory just a 20-minute drive from Lamborghini’s industrial operations in Sant’Agata Bolognese. With the new venture came the need for a fresh logo, one that could capture the intensity and performance Ferrucio was pouring into his new enterprise. It was then that the famous Lamborghini bull appeared for the first time.

Why did Lamborghini choose a bull?  

It might seem as though the Lamborghini bull, which was to form the centerpiece of the brand’s logo for the next 60 years, was somehow tied to the power of the cars being built in Sant’Agata, but the real reason was far less dramatic. Ferrucio Lamborghini was born a Taurus (one of the 12 astrological signs, for those who don’t practice), and he felt the symbol represented him personally.  

The fact that the bull is shown in “fighting” stance is a further reflection of Ferrucio’s tastes, as he was a fan of bull fighting. The original Lamborghini bull was portrayed in black and white, set against a red shield, giving the logo a coat-of-arms look.

There’s more to the logo than the bull  

Often forgotten but certainly prominent on vehicles produced during the heyday of the original Lamborghini logo, was the inclusion of a scripted “Lamborghini” name that made prominent use of the swoops and swirls found in cursive script. It also offered a three-dimensional relief when forged out of metal and applied to a vehicle. The Lamborghini font often accompanied the badge and was placed directly underneath.

The (brief) golden age arrives  

In 1972, right around the same time Ferrucio was forced to sell his controlling interest in the company, Lamborghini revamped its fighting bull logo. Shifting away from red and white to a gold-on-black color scheme, the lighter color served to fill in the animal’s body and frame the black badge. The “Lamborghini” name was also excised from below the logo and incorporated into the badge itself, arching above the bull’s tail at the top in all-caps letters.

Ferrucio fully exits, and a new logo is born  

By 1974, after having stayed on to work in the factory, Ferrucio Lamborghini decided to call it quits entirely. He sold his 49 percent of the automaker’s shares, and thus began the revolving door of ownership that would keep the company’s books about as balanced as a tilt-a-whirl over the course of the next 25 years or so.  

With Ferrucio completely out of the picture, Lamborghini underwent yet another visual rebrand a mere two years after it had adopted the golden bull. The decision was made to keep the look of the logo relatively status quo, with the bull staying put inside its shield enclosure. The colors, however, were wiped from the slate, with the badge going black-and-white and losing the shaded-in arch at the very top. The font for the Lamborghini nameplate was also modernized, remaining all-caps above the bull but moving to a thicker lowercase look (with a capital L) underneath the shield itself.  

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This logo remained relatively consistent for nearly a quarter of a century, with various ownership groups making small tweaks to its size, spacing, and organization but largely leaving the overall theme alone.

Stable ownership at last — and an equally long-term logo  

In 1998, Lamborghini was purchased by Volkswagen, ending its status as a global hot potato brand and giving it firm financial footing for the first time in decades. Eager to embrace its heritage and start the relationship off on strong footing, Lamborghini decided to return to the golden bull look, albeit one that featured a wider badge, a more muscled-looking bovine, and gold lettering on a fully black background inside the shield versus the black letters on golden arch that had been present the first time around.

A simpler look enters the ring

In March 2024, Lamborghini unveiled yet another evolution of the bull, which will be used for corporate branding as well as on future models. The company touts a wider typeface than before, as well as an affirmation of black and white as the primary colors, with yellow and gold serving as accents. The bull will appear in various capacities without the shield for the first time, and the company used the shift to also introduce a font and icons based on its logo that will be used across its communications and publications.

More Lamborghini logo variations and details  

Front of the Lamborghini factory.

Lamborghini dealership sign.

Lamborghini Murciélago headrest.

Lamborghini Aventador J launch.

1968 Lamborghini Miura P400 speedometer.

1966 Lamborghini 400GT Monza odometer.

Lamborghini Countach 25th anniversary logo on the bumper.

2022 Lamborghini Countach LPI 800 sideview mirror. 

Lamborghini 350GT hood with logo.

Lamborghini carbon skin logo. 

Lamborghini Countach 25th anniversary wordmark logo. 

Lamborghini Diablo engine logo.

Lamborghini Diablo 6.0 SE logo closeup. 

Lamborghini Countach 25th anniversary doorsill logo. 

Lamborghini Polo Storico logo.

Lineup of Lamborghinis in front of the factory. 

Lamborghini Huracán production line.