At first glance, scorpions might seem more menacing than they truly are. Similarly, the emblematic scorpion on Abarth vehicles mirrors this perception—a symbol deeply rooted in history and branding strategy. The story begins with Carlo Abarth, an Italian engineer and entrepreneur who established Abarth & Co in 1949. His decision to adopt the scorpion as the company logo intertwines personal astrology, business acumen, and regional pride. This article delves into the origins of the scorpion emblem, tracing its evolution from a simple arachnid image to the iconic badge seen today.

In the late 1940s, Carlo Abarth capitalized on the dissolution of Cisitalia by acquiring its remaining assets, thus founding Abarth & Co. While his initial products bore the Cisitalia name due to contractual obligations, Abarth quickly moved to create a distinct identity for his new venture. Drawing inspiration from his own zodiac sign, Scorpio, he chose the scorpion as a representation of being "small but fierce." Additionally, the scorpion was chosen because it was challenging to counterfeit at the time, ensuring brand protection.

Initially, the logo featured just a scorpion accompanied by the text "Abarth & Co Torino," highlighting the company's Turin base. Soon after, a shield was incorporated into the design, blending yellow to represent Abarth's hometown of Merano and red to align with Italy's official motorsport colors. Over the decades, the logo underwent subtle changes, such as simplifying the intricate details and transitioning the color scheme. In 1969, the company name shortened to "Abarth," and Fiat's acquisition in 1971 introduced a brief period of a black scorpion before reverting to blue.

When Abarth reemerged as a standalone brand in 2007 with the launch of the new 500, the logo evolved once again. A black scorpion returned, paired with a refined font and a more subdued presence of the Italian flag. This modern iteration continues to adorn current models, including electric versions like the 500e and 600e.

As you admire the scorpion badge on any Abarth vehicle, consider the rich history behind it. Had Carlo Abarth been born under a different zodiac sign, the automotive world might have seen an entirely different emblem representing speed, tenacity, and Italian craftsmanship.