The story behind your car's emblem

We reveal the meaning behind the logos of some of the biggest names in the auto business.

Discover the story behind your car’s emblem.


While often confused with the Olympic rings symbol, the four intersecting rings stand for the four pre-merger companies that came together to create Audi.


The BMW emblem incorporates the Bavarian state colours of blue and white into its propeller design in homage to BMW’s history in aero-engine technology.


In 1900, founder Andre Citroën invented the herringbone gear and in 1912 he used the shaped gear as Citroën’s logo.


The prancing horse emblem was born when Ferrari founder Enzo Ferrari, after winning a race, was presented with a shield featuring the symbol of a World War I flying ace. The emblem on that shield was a prancing horse against a yellow background.


The famous ‘‘H’’ in the logo is not only the first letter of the company’s name but also a stylised image of two people shaking hands.


In 1928, Holden commissioned its first logo of lion rolling a stone, understood to be a depiction of humankind’s inspiration to invent the wheel. The emblem was updated in 1969, 1994, 2014 and 2016, but the lion symbolism remains the same.


After being disgruntled with service from Ferrari, tractor manufacturer Ferruccio Lamborghini engaged the world’s best auto designers to create a rival to the iconic sports car brand. The emblem chosen was equally as off-putting and featured a bull charging towards a rival.


The ‘‘Tri-Star’’ as it has come to be known is said to stand for Mercedes-Benz dominance of transport on land, sea and air. RACQ members can read about Mercedes-Benz opening the largest dealership in the southern hemisphere in the Oct/Nov 2019 edition of The Road Ahead.


The three intersecting ovals in the logo depict the heart of the customer, the heart of the producer and the technological advancements and opportunities that lie ahead.

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