With a new vision for the company comes a new brand identity
Maserati is having a renaissance of sorts at the moment. It's been a long time since the Italian automaker produced anything truly special, but then yesterday, the brand showed us just what it is capable of with the reveal of the Maserati MC20 supercar. The new model will herald a return to racing for the famous marque and while that will be part of its focus going forward, electrification is also a big part of what Maserati wants to excel in, with the Ghibli Hybrid soon to be followed by all-electric GranTurismo and GranCabrio models. As the brand diversifies, it wants to present a cleaner image and that applies to its logo and script too.
We've seen a few corporate identity updates over the past year, with both Volkswagen and BMW launching new logos. For Maserati, this is the first restyling of its logo since 2005. However subtle the changes to the logo are, seeing them side by side lets one take in just how much more streamlined and modern the new design is. The red accents are gone as is the lightning bolt that ran through the bottom of the design, while the oval surround has also been "lightened." What we're left with is a logo that now comprises only white and blue, and if you think of the old MC12 supercar, you'll likely imagine it in this color scheme.
Along with the new interpretation of the famous Trident is a new script. The Maserati wording typically found on the rear of these Italian cars is now simpler and cleaner while still remaining unmistakable. We must admit that we're rather pleased that Maserati hasn't followed the recent trend of illuminated logos that could still change on its upcoming electric models. Nevertheless, we like the new look, and with both Trident and script now colored in a satin finish that "evokes polished aluminum", that restrained yet classy feel is brought home wonderfully. Now, what other interesting surprises and changes will Maserati be bringing to the party? A new SUV, perhaps?