Vincenzo Lancia was a FIAT test driver and acclaimed champion when in 1906 he decided to open a firm for the production of motorcars under his own name. The motor cars of the new marque met with instant approval and admiration thanks their original technical and design features, undoubtedly the result of the founder's unique experience and know-how. The use of letters form the Greek alphabet to designate car models was suggested to him by his brother Giuseppe, a Greek scholar. To judge by some of the motor car show write-ups of the time "…the buoyant Italian motor car, fast and easy to drive, tireless and resilient, bearing the name of the nimble weapon carried by cavalry squadrons that sweeps all before it" was indeed a big success right from the start. In fact, in addition to the 1907 logotype characterised by a larger and "staggering" letter "L" the house's symbol par excellence was without a doubt considered to be the lance, as can be seen from the sketches drawn by the founder's friend Count Carlo Biscaretti di Ruffia in 1911. In 1922 a circular trade-mark that perfectly summed up key elements such as the name, flag, and steering-wheel was chosen from among these sketches. Actually, several but essentially identical trade-marks were designed as the original had been lost. An intriguing element portrayed in the trade-mark is the hand accelerator on the right spoke of the steering-wheel. Over time the element was stylised and then removed altogether. For aesthetic reasons, in 1934 the circular trade-mark was set in a shield, a figure already depicted in the sketches of 1911, for affixing to the radiator of the Augusta. Considered a sign of elegance and tradition, this shield was to become a staple of the trade-mark itself. With the launching of the Flaminia in 1957 an outline version was inaugurated and continued to be used until the eighties, even though in 1961 the circular trade-mark was once more revived. In 1969 Lancia became part of the Fiat group and three years later the 1907 logotype in a restyled version was used as a trade-mark to adorn the new Beta model. In 1981 Massimo Vignelli revived the historic trade-mark in a blue version but always in the characteristic shape of a shield and with the flag and stylised lance superimposed on the steering-wheel. Maurizio Di Robilant touched up the trade-mark in 2001 giving it a more modern appearance. In 2007, the firm decided to review its logo, in order to update it accordingly to the changes occurred throughout the years; therefore, they decided to appoint the duty to Maurizio Di Robilant, aided by the Centro Sile Lancia (Lancia Stylistic Centre). The main features are the two historical features: the shield and the colour blue. The innovation though, lies within the simplification of the steering wheel, achieved through the disposition of the two tips vertically, and within the disappearing of the flagged spear which constituted the background to the logotype. The two tips absolve to an essential function: convey the attention to the logotype on top, edited to obtain a greater readability.