From Dimension to Flatness
In March 2024, Lamborghini, owned by Volkswagen Group through Audi, redesigned its corporate mark for the first time in over 20 years.1, 2, 3 The new logo abandons the three-dimensional embossed appearance of the previous bull and shield, replacing it with a clean, flat two-dimensional version.
The raging bull, a motif central to Lamborghini's identity since 1963, endures in this iteration.3 The symbol references founder Ferruccio Lamborghini's Taurus zodiac sign, embedding a personal and astrological narrative into a corporate mark. The shield containing the bull remains, but stripped of dimensionality.
Digital-First, Vehicle-Agnostic
The redesign is deliberately calibrated for digital environments. The flat aesthetic functions across application interfaces, touchscreen vehicle displays, mobile apps, and digital marketing channels, contexts where three-dimensional effects render poorly or introduce visual noise.2
The new mark debuted on the Revuelto hybrid supercar, signaling Lamborghini's commitment to the Direzione Cor Tauri electrification strategy.1, 2 The logo redesign accompanies, rather than leads, this vehicular transition, serving as visual alignment with the company's technological and environmental pivot.
Heritage Preserved, Form Modernized
The redesign represents evolutionary modernization rather than fundamental transformation. By retaining the bull motif and shield structure while flattening the execution, Lamborghini signals continuity of brand essence alongside contemporary design thinking. The shift from embossed physicality to digital flatness mirrors the automotive industry's broader movement toward electrified, software-mediated experiences.
Written with AI assistance, edited by a human. Find out more about our Use of AI.
1. Designtagebuch, Achim Schaffrinna, "Lamborghini erneuert Markenauftritt", 2 April 2024, the Tier 1 report this verse was written from, for the 2024 renewal of the brand identity and the makeover of the trademark, for the company belonging to the Volkswagen Group, and for the electrification strategy, announced in 2021, that the redesign is set against. The article is a dt+ member piece and everything past the opening section was behind the paywall on 18 September 2026, so this note claims only what the free opening carries. https://www.designtagebuch.de/lamborghini-erneuert-markenauftritt/
2. Automobili Lamborghini, "Automobili Lamborghini launches its new corporate look", 28 March 2024, the company's own announcement, for the unveiling of the new mark in March 2024, for the previous logo having stood, in the release's words, "after more than two decades since the last update", for the digital touchpoints being the context the company sets the new mark in, and for the name and the framing of Direzione Cor Tauri, which the release describes as the strategy focused on sustainability and decarbonization and the programme this restyling forms part of. The release does not date the new mark to any particular car. https://www.lamborghini.com/en-en/news/automobili-lamborghini-launches-its-new-corporate-look
3. Wikipedia, "Lamborghini", read on 18 September 2026, for the company being owned by the Volkswagen Group through its subsidiary Audi, for Ferruccio Lamborghini having founded Lamborghini Automobili in 1963, and for the raging bull having been adopted as the emblem of the marque. https://en.wikipedia.org/wiki/Lamborghini
