Pirelli logo evolution
“The Italian tyre manufacturer was established in 1872. Without clear corporate guidelines on how to use the logo, it appeared in many variations according to what was popular at the time; the logos shown here represent only a small selection.”
Vintage Pirelli ad from 1922, via Pictorial Gems.
“The elongated P with its clever shift from thick to thin and back was a highly evocative way to portray the elasticity of Pirelli’s premium products.
“Although the number of variants diminished progressively after the 1930s stricter rules were sorely needed. In 1945, following WWII, a strong, clear sans-serif logo was created which has remained practically untouched until this day.”
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Info excerpted from Logo Life: Life Histories of 100 Famous Logos, a new book by Ron van der Vlugt and BIS Publishers. Via @MatDolphin.
More on the Pirelli website.
Pentagram’s Angus Hyland commented on the Pirelli logo in this archived post.
Pirelli signage photo (top) via F1Network.net.
11 appreciated comments, click here to add one
Lee Newham
Was someone having a laugh in 1906?
Sep 5th, 2012
Lee Newham
(I know it means types in French before someone points it out.)
Sep 5th, 2012
M.
The penultimate Pirelli (1930s) with the chunky serif is amazing.
Sep 5th, 2012
will
I’ve always disliked the Pirelli logo, almost to the point of ridicule. It just feels so unbalanced to me; with the elongated bowl stretched out so far, it makes the P difficult to quickly identify to someone who doesn’t already know the brand.
Not sure if it’s just me and my tastes or if other people agree, but I’ve always found the logo kind of laughable…
Sep 6th, 2012
Pam
I think they should have stuck with the first, 1906, version – to me that’s the best of the bunch as far as design goes. I’m with Will on not liking the distorted “P.” It seems to me like something an amateur or student would do before they learn good typography.
Sep 6th, 2012
Gabe
I’m with Will and Pam on how ridiculous the P of Pirelli. But can we still call the design serving its purpose? that this distorted P is working to Pirelli’s advantage giving them better brand recall?
Sep 7th, 2012
rek
For the longest time as a kid, I thought it was “Firelli”.
Sep 7th, 2012
Aaron Albonetti
I have to respectfully disagree. The stretched P is what makes the logo so identifiable. It may look like amateur work at first glance, but it is ten times more recognizable than the 1906 logo and recognition tops aesthetics every time when it comes to logos.
Sep 9th, 2012
Laura
I do agree with Lee… someone had to be laughing behind the scenes in 1906. I do like the collection of them set up the way you did to see how even the littlest changes can make all the difference in a logo.
Great Post!
Sep 9th, 2012
will
Gabe and Aaron make an interesting and totally valid point – the elongated P certainly does make the design distinct and memorable, which is always the aim, but I can’t help but feel that a logo remembered due to it’s illegibility isn’t representing the quality of the company’s product well at all.
I’ve talked to a bunch of people who, like rek, have always thought it was Firelli with and F.
Being distinct is one thing, but confusing the public as to what your company name actually IS is a whole other thing… you know? If your branding makes people say the brand name wrong, it’s a fairly fundamental fail, right?
Sep 9th, 2012
Josten Dooley
I always have related the Pirelli logo to a tire for some reason. Pirelli is a lot better then having penus Pirelli in the logo.
Sep 9th, 2012
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