Alfa Romeo: racing, identity, and symbols. One hundred years of consistency

When manufacturers decide to enter their cars into races, they seek distinctive symbols that set them apart. These symbols must stand out among the many that identify a racing car, from the race number to the livery and even the sponsors that came to prominence since the 1970s. This “racing identity” thus becomes part of the brand’s image and evolves over time into an exclusive heritage, rich in fantasies and memories.

Alfa Romeo has masterfully crafted its sporting image with remarkable consistency since 1923. Originally launched in 1910 with the simple Alfa badge combined with the Milanese symbols of the Visconti family and the red cross on a white background of Milan, it became Alfa Romeo in 1918 and was quickly nicknamed the “Casa del Biscione” (House of the Snake), as the logo features a snake, and began its sporting activity very early. This constant presence in races prompted the company to seek an identity through a symbol so profoundly simple that it remains the hallmark of production sport models to this day.