Ducati is a motorcycle brand that has been in existence for almost 95 years. The first 30 years of operation consisted of radio production. The motorcycle development would come much later. Just as the Ducati company shifted its focus, we can see the logo evolving as a natural consequence. The logo for the brand has undergone a series of changes throughout the past several decades. The story of and history of the evolution of the Ducati logo is a fascinating topic that is worthy of retelling.
The first Ducati logo
95 Customs details the beginnings of the Ducati Logo. The first iteration of the company was named La Societa Scientifica Radio Brevetti Ducati. The business launched in the summer of 1926. The first Ducati logo appeared in 1927. The image displayed the word RADIO. Capital letters appeared with a lightning bolt moving through the middle at the "D" letter and a letter on each side that crossed at the top. The lettering was black against a black background. For emphasis, the lightning bolt was black with a white "D." Beneath the word Radio, the term BREVETTI DVCATI appeared with a chunky black underscore. It was a far cry from the log we now recognize.
The second rendition
The company moved to Borgo Panigale, where its headquarters remain today. The Ducati logo changed in 1931. It was expressed by the name DUCATI in a black letterbox against a light pink background with an orange circle around the image and the background of the letters SSR. This logo remained in force until the 1950s.
The Ducati Motorcycle business
Ducati started full production of motorcycles in 1949. In addition to the SSR Ducati symbol still in use, the Ducati logo for motorcycles was created and used also. The 1931 logo appeared at the top of the fuel tank with the name DUCATI below. This iteration continued to be the official motorcycle logo through 1975.
The 1956 logo
According to Museo del Marchio Italiano, a revised logo appeared for all of Ducati's new motorcycles in 1956. This version featured a laurel wreath that creates a D in the name Ducati forming a circle superimposed to the image. The caption Ducati Meccanica Bologna and a pair of wings completed the new logo. Ducati added a checkered line and included a motorcycle image placed on the line. The imagery signified competitive motorcycle racing. This version appeared only on the user's manuals for new motorcycles.
The 1950 Ducati logo
The Ducati logo continued to evolve through the 1950s. A young eagle became the focal point of the new logo. The eagle was a natural evolution of the set of wings created in 1956. It symbolized freedom. The eagle stood draped in a flag with double points with the inscription Moto Ducati on the flag image. The beak and the talons of the eagle were the only parts visible from beneath the flag.
The 1968-1969 Ducati logo
The next change to the logo appeared in 1968. The Ducati logo now featured a simple black wing with the word Ducati typed in an italic font. The updated log is the symbol that remained in force for the Scrambler. The following year Ducati added a red outline to the name Ducati on the logo. The 1969 updated version appeared on racing motorcycles, then eventually applied to the entire production line.
The 1975 Ducati logo
Once again, Ducati decided to change the logo. The company brought designer Giorgetto Giugiaro on board to create the new image. He crafted the new logo with the name Ducati in a regular font using double parallel lines. This logo remained in place throughout 1985.
The 1985-1998 Ducati logo
In 1985, Cavigo acquired Ducati. The new owners decided that the logo needed work to lend the identity of the owners to the brand. The same font and a small elephant appeared in the image. It was not an attractive logo. In 1993, Ducati discarded the elephant from the logo. Five years later, designer Massimo Vignelli created a new logo featuring capital letters of the name Ducati, in a font called Univers Italic. A simple D encircled the image which appeared on racing motorcycles at the time.
The 2008 Ducati logo
The Landor of Milano studio designed a new logo for Ducati in 2008. The inspiration for the 2008 image promoted the emotions of the moment, place, and curve. The intention behind the design was to inspire strong feelings and emotions relating to power. A red title sits within the curve feature. The color red stood for the symbol of victory because the Italians are known for their passion for competitive sports.
The modern Ducati logo
Motorcycle Brands followed the 2008 logo with a new iteration for the sporty Ducati motorcycle. The modern and current logo takes on a triangular form. It features a track created of a white stripe on the inside of the image. The image stands for power and speed. This imagery represents the message that Ducati is trying to send to its audience. The emblem is red to signify the Italian racing color in a red shield that stands for victory.
The Ducati logo has undergone a series of changes since first introduced in the 1920s. As the brand changed its focus and moved to the production of motorcycles, the logo naturally evolved to suggest the qualities that riders prefer. The present triangular logo looks nothing like the first iteration. Looking back through the series of modifications, we can see how the focus and values of Ducati evolved through time with the logo keeping pace. Multiple professional designers were employed to ensure that the logo represents the brand in meaningful elements that combine to tell the world that Ducati motorcycles are fast. They're the choice of winners.
Written by Lily Wordsmith
Read more posts by Lily Wordsmith