Finalmente! This is what the Italians say when something that they have been waiting for a long time finally happens. Lamborghini has finally renewed its historic Raging Bull logo. It is the first time in 20 years.
Automakers have been trying to simplify logos that they had complicated in order to draw attention. Now, they all resort to minimalism and simplicity, and Lamborghini makes no exception.
Automobili Lamborghini has set out a new strategy, which involves the adaptation of the brand's visual expression to three principles: brave, unexpected, and authentic. These are the values of Lamborghini’s new mission that they refer to as "Driving Humans Beyond." The plan is a reference to going beyond the limits, standards, and conventions, according to the supercar manufacturer.
The revamped logo is also a step integrated into the Direzzione Cor Tauri transformation strategy, which is a combination of Italian and Latin terms that would be paraphrased into “Going to the Heart of the Bull.” It involves a process of decarbonization and sustainability while building a solid pact with future generations.
To advance towards the Heart of the Bull, the Italian House is now implementing changes not only on the future models, but also on its visual identity as a brand. The new logo is part of the big picture.
Photo: Automobili Lamborghini
The badge displays a broader Lamborghini typeface that keeps the iconic black-and-white color combination, alongside the new gold. And that is pretty much the whole change.
The new logo comes in the company of a new set of icons that the Lamborghini Centro Stile developed. The bull representation has also undergone a transformation. For the first time in the brand’s history, it will show up individually on the digital touchpoint, without the usual shield. But that will most likely happen online.
The upcoming Lambo models will receive the reshaped emblem, mirroring the lines and angularity of cars, which have changed over the years. This means that the successor to the Huracan and the plug-in hybrid Urus might be the first to get it. The upcoming Revuelto is also supposed to come with the new visual identity of the brand.
In 2028, Lamborghini should unveil its first electric model sometime in 2028, previewed by the Lanzador concept car. The Urus will also get an electric version before the end of the decade.
Lamborghini changes its logo for the first time in 20 years after their first year in which they sold over 10,000 cars. The Huracan and the Urus SUV are the most popular in the lineup, being sold out until the end of production. The Sant’Agata Bolognese marque is not taking orders for the Revuelto plug-in hybrid either, as the model is already sold out until late 2026.
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