Alfa Romeo Refreshes Logo For New Giulia, Coming New Models

Alfa Romeo’s new Giulia sedan represents a renewed assault on the premium car market, and that calls for a branding makeover.

Revealed in Milan today, the refreshed badge is shown in full colour on the new sedan’s exterior, while the steering wheel gets a special monotone version.

The familiar gold trim that has adorned the iconic Alfa badge for a century is gone, replaced with a new silver finish and a clean new font, but the iconic cross and serpent motif remains.

Those elements haven’t gone unchanged, though, with the once divided devices brought together for the first time, creating a newly streamlined look against a chequered diamond background.