Logo

Logo (pronounced loh-goh)

(1) A graphic representation (a visual symbol) of a institutional name or trademark (occasionally called a logotype).

(2) In computing (as Logo), a high-level programming language widely used to teach children the foundation of coding.

(3) In printing, a logotype.

(4) An ensign, a badge of office, rank, or power (now mostly archaic except in formal use in some branches of the military.

(5) In scientific documents, a single graphic which contains one or more separate elements.

(6) As “sonic logo”, a sound or short melody associated with a brand and used in its advertising; a specific use of a jingle (the audio equivalent of a visually expressed logo).

(7) As Logo TV (spoken usually as “Logo”), a cable channel owned by Paramount Media Networks and originally focused on certain segments within the LGBTQQIAAOP community but now less specific.

1937: A clipping of logotype or logogram.  Logo was from the Ancient Greek λόγος (lógos) (translated usually as “word” but used (sometimes loosely) also in the sense of “speech, oration, discourse, quote, story, study, ratio, calculation, reason”).  As the prefix logo-, it operated as a combining form appearing in loanwords from Greek relating to “words, speech” (which produced forms such as logography) and the formation of new compound words (such as logotype).  A logogram is a character or symbol (usually non-alphanumeric but this is a practice rather than a definitional rule) which represents a word or phrase.  When used in the context of a word-game or puzzle, it should be styled as a logogriph.  In typography, a logotype is a single type combining two or more letters (the synonym being ligature (from the Middle English ligature, from the Middle French ligature, from the Late Latin ligātura, from the Classical Latin ligātus, past participle of ligāre (to tie, bind))) while in symbolism (usually but not necessarily commercial) it’s a symbol or emblem used as a trademark or a means of identification of an institution or other entity (the clipped form logo is almost universal in this context (and technically a synonym).  Logo is a noun; the noun plural is logos.

Lohanic logo: Lindsay Lohan’s corporate logo.

The IBM Logo

Good: The IBM logo in approved positive & reversed color schemes.

Known internally as the “8-bar”, the design of the IBM logo dates from 1972 and remains in its original form.  Despite the visual perception, the stripes alternate in height (the ratio being 11/10 or 10/11), something done to ensure they appear to be the same and whether the solid or the unfilled space is rendered larger depends on whether a light or dark background is used.  The other adjustment which is not immediately obvious is the variation in the points used in the counter shapes; the positive a sharp, the reversed more blunt.  The difference is too subtle to be noticed at a glance and again, is a designer’s technique to ensure optical integrity is maintained on both light & dark backgrounds.

Bad: Ways the IBM logo should not be deployed.

It’s apparently not an apocryphal tale there was a time when the only acceptable dress for men working for IBM was a blue suit and a white shirt.  That was relaxed but the rules regarding the use of the logo remain as stringent as ever and the preferred “core colors” come exclusively from the blue and gray families, the cautionary note added that while dark or light background colors both work well with the core colors, there must always be a minimum of five “steps” (the graduation of shades) between foreground and background colors to ensure an appropriate contrast and legibility. Any background color from the IDL color palette with sufficient contrast may be used with a core color 8-bar logo. Here are a few examples of possible color combinations.  Unapproved color combinations are banned as is the use of more than one color or any progression of gradients in the stripes.  Alignment is also specifically defined.  The 8-bar logo has both horizontal and vertical relationships with other objects (brand logotypes et al) which appear in the same image and the IBM logo is based on the cap height of the logotype or can scale larger by a defined ratio and must not be placed in containers of any shape.

Although the company traces it lineage to 1888 (by virtue of M&A activity), it was in 1924 the Computing-Tabulating-Recording Company (CTR) changed its name to International Business Machines (IBM) and the first logo used the whole name, stylized in the shape of a globe.  The present logo is an evolution of two earlier (1947 & 1956) designs which used solid text although the aspect ratios were essentially the same.

The logo you have when you’re not having a logo: McLaren MP4/4 (top) and Jordan EJ13 (bottom).  Around the turn of the century when Western governments began to extend the bans of print and television advertising for cigarettes to sporting sponsorship, the Formula One constructors found a loophole, removing the text while keeping the color schemes.  Semiotically, it worked well because Marlboro’s white chevron on a red background was so distinctive the message was conveyed even without the name.  Jordan, which ran with Benson & Hedges livery, changed the text to Be on Edge (BE(ns)ON (& H)EDGE(s) which was a nice touch.  The regulators amended their rules so outfits like fossil fuel companies took over the role.  They’ll be the next to be cancelled.

All publicity is good publicity: The Westinghouse logo on the hood of Caryl Chessman (1921–1960), gas chamber at San Quentin Prison, California, 2 May 1960.  The hoods were used to prevent the accumulation of cyanide particles in the hair.

Protuberant

Protuberant (pronounced proh-too-ber-uhnt, proh-tyoo-ber-uhnt, or pruh-too-ber-uhnt)

Bulging out beyond the surrounding surface; protruding; projecting; swelling from the surrounding surface; bulging.

1640–1650: From the sixteenth century French protubérant (prominent beyond the surrounding surface), from the Late Latin protuberantem (nominative protuberans), present participle of prōtūberāre (to swell, bulge, grow forth), the construct being pro- (forward) + tuber (lump, swelling) from the primitive Indo-European root teue- (to swell).  The most common form in the Late Latin was prōtūberāre (to swell).  The verb protuberate (bulge out, swell beyond the adjacent surface) dates from the 1570s, from Late Latin protuberatus, past participle of prōtūberāre.  Protuberant is an adjective, protuberate is a verb, protuberance & protuberancy are nouns and protuberantly is an adverb.

Artwork not by PM&C.

In Australia, the Department of Prime-Minister & Cabinet (PM&C) recently released a new logo for the “Women’s Network”.  To the left of the construct was a cursive "W", the right stroke (the vertical diagonal line in a letter) adorned with a swash (a fancy or decorative replacement for a terminal or serif in an upper-case capital letter (although if the w is lower case (it’s hard to tell) this would be a flourish).  To the right was a capsular (technically a geometric stadium) protuberance which had been bitten into by the stylized W.  The logo’s graphical elements were rendered in a darkish purple which lightened to the right, the text below in two different sans serif fonts, one line in black, the other grey.  The design and placement of the text, though not obviously thoughtful, did at least add meaning to the graphic which might otherwise have been thought something to do with aubergines (eggplant).

Innocent interpretation: The aubergine (eggplant).

The logo proved to have a short life, withdrawn from circulation in response to complaints it resembled male genitalia; on Twitter, #logonono quickly trended.  Almost immediately the furor erupted, PM&C issued a statement saying the logo had been “removed” from its website “pending consultation with staff”.  Noting the phallic creation was part of a rebrand of staff DEI (diversity, equity and inclusion) networks “to establish a consistent look and feel” between the logos used for various groups, PM&C added “the Women’s Network logo retained a ‘W’ icon which staff had been using for a number of years” which seemed an unnecessary clarification given nobody had objected to the W.  Anxious to assure the country that whatever controversy might have been induced by the purple protuberance, PM&C announced the “…rebrand was completed internally, using existing resources, and designs were consulted on widely.  No external providers were engaged for this work… (and that) the prime minister and the prime minister’s office were not part of this logo design.”

Graphic designers do seem sometimes unaware of the levels of anatomical comparison their work offers.

The errors cut across cultures.  Here technical advice from an architect would have helped, a historically correct second minaret should have been added and only a single dome depicted.

The attitude of critics was exemplified by the National Older Women’s Network, which issued a statement describing the logo as “either thoughtless or an insult” although as a re-branding exercise, the project had to be labeled a success, most of the country now aware of the existence of the Women’s Network, a mysterious body previously familiar probably only to a few dozen.  A discussion of what it does or whether it fulfils any useful purpose wasn’t stimulated by the outcry over the offending logo so whatever the Women’s Network was doing before, it presumably continues to do.  One thing it achieved was to flush out the competition; it seems there are in the country a number of organizations with "Women's Network" in their title.

Developed in 1973 for the Archdiocesan Commission of Catholic Youth, this logo won an award.  It was a more innocent time.

Perhaps the men involved in the “Women’s Network” design didn’t notice the shape of the protuberance because they were focused on the color, anxious to avoid what might once have been the obvious choice: pink.  That would of course have been condescending and gender-stereotyping so PM&C deserve some praise for this mater in which they weren’t involved.  Pink stuff for products aimed at the female market may be less of a thing than once it was but pink stuff aimed at men wanting a gift with a difference for women seems more of a thing than ever, pink tool kits popular gifts with sales spiking reliably in the run up to Valentine’s Day.  It works for novelties like hammers and screwdrivers but doesn’t have a good record as a marketing device writ large, failure exemplified by the Dodge La Femme.

Chrysler show cars, 1954.  Chrysler Le Comte (his, top) & Chrysler La Comtesse (hers, bottom).

Chrysler offered the La Femme package in 1955 and 1956 on certain Dodge models, a creation that was not a stylistic whim but a response to sociological changes in an unexpectedly affluent post-war US society in which women were found to be exerting a greater influence on the allocation of their family’s rising disposable income and of most interest to Chrysler was that those increasingly suburban families were buying second cars, women getting their own.  Adventurous color schemes were nothing new to Detroit, the cars of the art deco era noted for their combinations but things had been more subdued in the years immediately after the Second World War.  That changed with the exuberance of 1950s experimentation, reflected in the colors of the La Femme concept which had been previewed in two of the cars Chrysler displayed during the 1954 show season.  The Le Comte & La Comtesse attracted most attention for their clear Perspex roofs (a craze at the time which didn’t last long as buyers found themselves slowly being cooked) but, following the grammatical conventions of their French definite articles, they were very much a “his & hers” brace, the darker (black & bronze) Le Comte with a “masculine” image and the La Comtesse, painted in  "Dusty Rose" & "Pigeon Grey", a softer and more “feminine” look.

Dodge La Femme (1955-1956).

The public and critical response was sufficiently positive to encourage production and for the 1955 model year, the La Femme option was offered on the Dodge Custom Royal Lancer two-door hardtop, finished in a two-tone combination of "Heather Rose".(a shade of pink) & "Sapphire White", highlighted with gold-colored "La Femme" badges in a display script.  If the exterior was (almost) subdued, the interior, a sea of pink, was femininity laid on with a trowel.  Trimmed in a tapestry fabric unique to the La Femme which wove pink rosebuds on a silver-pink background with pastel-pink vinyl, confronting those who sat there was a dashboard painted in a bright-pink lacquer.

In the pink: Dodge La Femme (1955-1956).

In a marketing ploy which turned out to be years ahead of its time, the La Femme also came with coordinated accessories, the centrepiece a pink calfskin handbag that fitted neatly into a storage compartment built into the back of the passenger’s seat, the shape of which included a scallop which meant the handbag’s escutcheon plate was visible, Dodge’s press-kits noting the brushed-metal was designed to permit the owner’s name to be engraved.  The handbag contained a compact, lipstick case, cigarette case, comb, cigarette lighter, and change purse, all made variously with faux-tortoiseshell or pink calfskin, both combined with anodized gold-tone metal.  In a matching compartment on the back of the driver’s seat was a rain coat, rain-cap and umbrella, all made with a vinyl patterned to match the rosebud interior fabric.  The design and production was by Evans of Chicago, a furrier and maker of fine accessories, famous for the display of "Black Diamond" mink coats in their flagship store at 36 South State Street.  Evans would later fall victim to the anti-fur movement which would lay waste to the industry.

Accessories by Evans of Chicago.

In toned-down form, the La Femme option re-appeared in 1956.  The external color combination was changed to a "Misty Orchid" & "Regal Orchid" scheme and the interior finish was simplified, the previous year’s tapestry fabric proving challenging to produce in volume.  The upholstery used a heavy white cloth with random patterns of short lavender and purple loops, matching the loop-pile carpeting and the accessories were fewer, restricted in 1956 to just the rain coat, rain cap and umbrella.  Over the two seasons, fewer than 2500 buyers chose the US$143 option and it didn’t re-appear for 1957.  Interestingly, (unverified) sources suggest at least three La Femme buyers chose the most powerful engine on the option list, Dodge’s D-500 (a 315 cubic inch (5.2 litre) V8 with hemi heads and a four-barrel carburetor); perhaps not all clung to 1950s gender stereotyping.

A simple solution.

Other manufacturers did offer feminine-themed cars in a similar vein including the pink Pontiac Parisienne, Chevrolet Impala Martinique, and Cadillac Eldorado Seville Baroness but none enjoyed much more success than the La Femme.  What in the US did find a receptive audience among women was the new generation of more compact cars introduced in the early 1960s, women sensibly drawn to something smaller than the standard-size US automobile which after 1957 grew to an absurdly inefficient size (to which men would continue to be attracted until economic reality bit in the 1970s.  Much later, there would be innovations in car design which women found genuinely helpful such as a hook on which a handbag could hang while remaining conveniently accessible and headrests which comfortably accommodate ponytails.

Detecting the protuberance of pregnancy: Ali Lohan (b 1993, left) photographed with her pregnant sister (right) wearing Sandal-Malvina Fringe Tank Dress in (unattributed) Dodge Yorange (left).  The shoes are Alexandre Birmen Clarita Platforms.

Paramount

Paramount (pronounced par-uh-mount)

(1) Chief in importance or impact; supreme; pre-eminent; of the highest importance.

(2) Above others in rank or authority; superior in power or jurisdiction.

(3) A supreme ruler; overlord (now rare thought often in historic texts).

(4) In law (in a hierarchy of rights), having precedence over or superior to another.

1525-1526: From the Anglo-Norman paramount & paramount (pre-eminent; above), the construct being the Old French par & per (by) + amont & amunt (upward).  Par was from the Latin per (by means of, through), from the primitive Indo-European per- (to go through; to carry forth, fare).  Amont & amunt were from the Latin ad montem (to the mountain; upward), the construct being ad (up to), ultimately from the primitive Indo-European héd (at; to) + montem (the accusative singular of mōns (mount, mountain), ultimately from the primitive Indo-European men- (to stand out, tower).  Synonyms include predominant, preeminent, outstanding, capital, cardinal, chief, commanding, controlling, crowning, dominant, eminent, first, foremost, leading, main, overbearing, predominate, premier, preponderant utmost & prevalent while the most common antonyms are insignificant, secondary & unimportant (in historic land law, the antonym paravail was from the Old French par aval (below), the construct being par + aval (down), the construct being the Latin a(d) + val (a valley), from the Latin vallis; of feudal tenants, it referred to those at the bottom of the hierarchy of rights).  Paramount is a noun & adjective, paramountcy paramountship & paramountness are nouns, paramountly is an adverb; the noun plural is paramounts.

Land law and freehold title

Paramount Pictures promotional poster for Mean Girls (2004).  Then part of Viacom, it was one of the rare times the Paramount logo was rendered in pink.

Paramount was originally a term in feudal land-title law.  It described the lord paramount, the one who held absolute title to his fiefdom, not as a grant dependent upon (or revocable by) a superior lord.  A paramount lord was thus superior to a mesne lord (a landlord who has tenants holding under him, while himself the subject of the holding of a superior lord (a kind of sub-letting), mesne being the general legal principle of something intermediate or intervening) whose title to a fief existed ultimately at the pleasure of a superior. The concept endures in modern land law where titles are listed in documents and, even today, there exist jurisdictions where land, said to enjoy an indefeasible title, can still be subject to “paramount interests” which, although unregistered, can prevail over those formally registered.  In land law, a lord paramount could be male or female but in a charming quirk, in the sport of archery, the noun "lady paramount" (the plural being ladies paramount) is the title awarded to the woman who achieves the highest score.

Paramount logo of the Viacom era.

Introduced in 1914 and now the oldest Hollywood film studio logo still in use, the Paramount Pictures “mountain peak” logo was based on a sketch of Ben Lomond, Utah (elevation 9716 feet (2961 m); a peak in the northern portion of the Wasatch Mountains) by William (W.W.) Wadsworth Hodkinson (1881-1971), the founder of Paramount Pictures.  Many versions have appeared over the years and the text used in conjunction with the image has varied with the company’s ownership structure.  The semi-circles of stars which partially encircle the peak originally numbered 24, an allusion to the two-dozen film stars then signed to Paramount under the Hollywood studios’ “star system” (a restrictive contractual arrangement which, in much diminished form, lasted until the 1960s).

In Australia, the lord paramount is not the crown but the person of the sovereign.  In the strict legal sense, the king or queen (of Australia) “owns” all the land that constitutes the nation of Australia and those who “own” their own little piece by virtue of holding a valid freehold title (fee simple), in the narrow technical sense, actually hold only a revocable grant from the crown (via some instrument of the state) exercising rights delegated by the sovereign (the king or queen).  Although of no practical significance, it’s not a legal fiction and the position of Queen Elizabeth II (1926-2022; Queen of the UK and other places, 1952-2022) as lord paramount in the system of land tenure in Australia was affirmed by the High Court of Australia in Mabo v Queensland (No 2) (1992), one of the landmark cases which entrenched in Australian law the concept of native title.

Skeuomorph

Skeuomorph (pronounced skyoo-uh-mawrf)

(1) An ornament or design on an object that mimics the form of the object when made from another material or by other techniques, usually one that reflects a previously functional element.

(2) In digital technology. a design or design element, as an icon on a digital device, that mimics the three-dimensional look or the sound of a physical object, even if that object is obsolete.

1889: The construct was the Ancient Greek σκεῦος (skeûos) (implement, tool, vessel) + μορφή (morphḗ) (shape; form), modeled after the earlier zoomorph (resembling an animal) and phyllomorph (resembling a plant).  The suffix -morph was appended to words to denote “of or pertaining to shape or structure”.  Skeuomorph & skeuomorphism are nouns, skeuomorphic is an adjective and skeuomorphically is an adverb; the noun plural is skeuomorphs.

Magic Cap's start-up screen (1994).

The classic desktop metaphor, built with skeuomorphs, which was the start-up screen for the Magic Communicating Applications Platform (1994-2001 and commonly known as Magic Cap), an operating system for personal digital assistants (PDA) constructed wholly in the object oriented programming (OOP) model.  Loaded with good ideas and ahead of its time, Magic Cap failed because the planet's communication infrastructure was neither robust enough or sufficiently fast to realize the OS's possibilities.  Additionally, even as things evolved, there was never enough inter-operability with other systems and services which had achieved critical mass.

A skeuomorph is a design element in an object which mimics the design of a similar object made from another material or serving another function; it can thus be considered a derivative object which retains visual cues from the original object.  Quite when the idea emerged of the skeuomorph as something which consciously and deliberately “carries over” an earlier motif for some purpose beyond the functional is uncertain but in engineering and architecture, the technique pre-dates Antiquity.  Because architectural generations (expressed usually as eras or epochs) tend to extend over at least several human generations, what comes to be defined as “attractive” or “elegant” can become well-established but as technological advances make possible structures which are bigger, taller or able to be created with different materials or in different shapes, it had been common for motifs like familiar visual elements to be (explicitly or in detail) to be included in the new.  It softened the shock of the new.  In domestic architecture, this continues to this day, much to the disgust of architects who are appalled at the mash-up of influences which can appear in a McMansion (in which there will be chandeliers with electric bulbs emulating wax candles; a classic skeuomorph) but since modernity was delivered with the twentieth century, in big buildings and representational architecture, the shock of the new seems to have become the objective and skeuomorphs are regarded as sentimental or worse: bourgeois.

Instagram’s old skeuomorph (left) and the new flat logo (right).

In 2018 Instagram switched its logo from a skeuomorph UI to a flat UI.  It was a move which at the time surprised many because the retro brown and cream camera with a rainbow stripe (a nod to the Polaroid cameras which were such a symbol of the late twentieth century) had become instantly recognisable but the company insisted the new design reflected how the app had changed. When first released (as Burbn), the app was used almost exclusively for its photo filters and effects that lent digital images a “retro edge”, the dominant pattern of use then to use Instagram as handler to edit images which were then uploaded to a platform such as Facebook or X (then known as Twitter).  However, Instagram clicked with generation brought up on short-form content and static images and became suddenly a massive social phenomenon.  So, the logo changed because as the company put it: “We've been inspired by all the ways the community has grown and changed, and we wanted to create something that reflects how vibrant and diverse storytelling on Instagram has become”.  Exactly how all this was reflected in the new logo was neither immediately obvious nor expanded on by Instagram but the point probably was just that it was changed, the medium being the message.  In 2012 Facebook bought Instagram for US$1 billion which now sounds a bargain but back then, a billion US$ was still a lot of money.

Skeuomorphs in action: The Lindsay Lohan Quiz for iOS.

In the more ephemeral world of screen icons, graphical user interfaces (GUI) and app design where the life of a design can be closer in duration to that of the premiership of Liz Truss (b 1975; UK prime-minister Sep-Oct 2022) than something like Westminster Abbey, skeuomorphs proved popular because instantly they could adopt symbols which were unambiguous and universally understood; the sense of continuity with the past really wasn’t important at all, the retro-look just amusing.  Although using a representation of an old-style rotary-dial telephone on a screen icons does sound paradoxical, it made sense because the symbol was internationally recognized whereas were an image of cell phone (mobile) to be used, it would not have worked as well because it could be easily confused with a calculator or some other rectangular device.  Equally, envelopes and mail-boxes were used where E-mail was involved because nothing else could possibly be so evocative of “mail”.

Among software designers, the dominant theme in the early skeuomorphs was to create panels with a 3D appearance to gain some resemblance to physical buttons.  This was at least partially because designers tend wherever possible to exploit to the maximum whatever is permitted by the medium which is their platform but it was also partly the persuasive utility of the skeuomorph itself.  The alternative approach was the “flat design” which deliberately avoided imitating real-world textures or objects, a paradigm inherited from a school of art and design which rejected the idea of one thing imitation another.  Imitation however thrived, thus smartphones have digital cameras which produce the audible sound of a mechanical shutter when a photograph is taken and note-taking apps may emulate the appearance (in 2D) of textured bond paper.  The trends come and go and no approach has ever seemed to be dominant, both motifs (and hybrid forms) peacefully co-existing, frequently on the one device although in recent years things do seem to have moved to the darker and more minimalist.

Biscione

Biscione (pronounced bisch-sho-nee)

Pre 1100: An Italian word, the construct being bisci(a) (snake) +‎ -one (the augmentative suffix).  Biscione is a masculine augmentative of the Italian feminine noun biscia (grass snake, a corrupted form of the Late Latin & Vulgar Latin bīstia), from bēstia (beast) of unknown origin.  Biscione is a noun; the noun plural biscioni (used in English also as bisciones).

(1) In heraldry, a heraldic device consisting of a large snake “giving birth” to a child through its mouth (not devouring the infant as it may appear).

(2) A surname of Italian origin.

The Biscione is known also as the vipera (viper) and in the Milanese dialect as the bissa.  In heraldry, the symbol is used as a charge (any emblem or device occupying the field of an escutcheon (shield)), over Argent (a tincture of silver which appears usually as a shade of white) and often in Azure (a range of blue).  The snake is depicted in the act of “giving birth” to a human through its mouth and while anatomically improbable, it was doubtless always understood and something symbolic.  Historically, what emerged was depicted as a child but in the more sensitive twentieth century this tended to be blurred into something recognizable merely as “human of no distinct age or gender”.  It has been the emblem of the Italian Visconti family for almost a millennium.

A biscione used by the Visconti family on their crest and coat of arms.

The origins of the symbol are obscure but there are the inevitable (and of the fanciful) medieval tales including that it was (1) taken as a prize of war from a standard or shield of a Saracen killed by Ottone Visconti (1207–1295; Archbishop of Milan 1262-1295 and the founder of the Visconti dynasty) during the Barons' Crusade (1239-1241) or (2) to honor Ottone Visconti for having killed the drake Tarantasio, an enormous snake which dwelled in Milan’s now vanished Lake Gerundo and ate the local children; the serpent feared also because its venomous breath polluted the water and made men ill.  Less bloodthirsty (and thus less popular) is the story it all began with a bronze souvenir in the shape of a serpent, brought to the city from Constantinople (modern-day Istanbul in the Republic of Türkiye) by Arnolf II of Arsago (circa 950-1018; Archbishop of Milan 998-1018).  It’s said the archbishop used the symbol wisely during the episcopate and it became so associated with Milan the city and its citizens embraced its use.  Most prefer the tale from the thirteenth century Crusade and it would explain why the child was often said to be “a moor”.

Although it’s not thought related, serpents have much occupied the minds of those in Christendom, notably the one coiled around the lush foliage in the Garden of Eden who tempted Eve with forbidden fruit, her weakness leading to the downfall of mankind and our eternal sin, thus establishing one of the central tenants of the Church: Women are to blame for everything bad.  There’s also a reference to beasts and a new-born child about to be devoured in the vivid imagery of chapter 12:1-4 in the New Testament’s Book of Revelation (King James Version (KJV, 1611)):

1 And there appeared a great wonder in heaven; a woman clothed with the sun, and the moon under her feet, and upon her head a crown of twelve stars:

2 And she being with child cried, travailing in birth, and pained to be delivered.

3 And there appeared another wonder in heaven; and behold a great red dragon, having seven heads and ten horns, and seven crowns upon his heads.

4 And his tail drew the third part of the stars of heaven, and did cast them to the earth: and the dragon stood before the woman which was ready to be delivered, for to devour her child as soon as it was born.

Not wholly improbable as an Eve for the third millennium, while on holiday in Thailand, just after Christmas 2017, Lindsay Lohan was bitten by a snake and while said to have made a full recovery, there was never any word on fate of serpent.  The syndicated story on the internet attracted comment from the grammar Nazis who demanded it be verified the snake really was taking a Thai  holiday.

Alfa Romeo and the biscione

Alfa Romeo Automobiles SpA is based in the northern Italian city of Turin and for much of the twentieth it wrote an illustrious history on road and track before losing its way in the 1980s; it’s now one of the fourteen brands under the corporate umbrella of the multinational Stellantis (headquartered (for various reasons) in the Netherlands).  Alfa Romeo was founded in 1910 as A.L.F.A. (Anonima Lombarda Fabbrica Automobili (which translates literally as “the Anonymous car company of Lombardy”).  It was in 1915 A.L.F.A. was acquired by Italian Engineer Nicola Romeo (1876–1938) who in 1920 added his name and turned the company into an industrial conglomerate encompassing not only passenger & racing cars but also a product range as diverse as heavy machinery, aero engines and a bus & truck division.

Biscione bas relief, Piazza Duomo Oggiaro, Milan.

The Anonima (anonymous) was a reference to the legal structure of a “Società anonima” (S.A) which designated a class of limited liability company, a common device still in countries which have maintained the traditions of the Code Napoléon (the codified Napoleonic civil law (1804)).  Originally, it provided for shareholders remaining anonymous and able to collect dividends by surrendering coupons attached to their share certificates in an “over-the-counter” transaction, paid to whoever held the paper.  The attraction was the certificates could be transferred in secret and thus nobody (not the company management nor the regulatory authorities) necessarily knew who owned the shares.  That system was obviously open to abuse and abuse there was, tax evasion, money laundering, related party transactions and bribery soon rife, prompting governments to legislate and while SAs and the later SpAs (Società per azioni, most accurately translated as “joint-stock company”) no longer offer shareholders the same degree of anonymity, devices such as intricate structures made up of trusts, and holding companies can be used to at least obscure the identities of ultimate beneficiaries.  The tradition of concealment continues in many places, including common law jurisdictions in which the Code Napoléon was never part of the legal system.  Some are more helpful than others and although, despite the urban myth, it’s apparently never been possible to turn up at the counter of the famously “flexible” Delaware Division of Corporations and register an entity as being owned by "M. Mouse, D. Duck & E. Bunny", the US state is said still to be “most accommodating”.

Whether true or not, the industry legend is the Alfa Romeo logo was adopted because high on the wall of the Filarete Tower in Milan’s Piazza Castello were mounted several heraldic interpretations of the Biscione Visconteo, the coat of arms of the city of Milan and of the Visconti family which first ruled it in 1277 when Ottone Visconti assumed the Dominium Mediolanense (Lordship of Milan).  Late in 1910, waiting for the No. 14 tram to arrive for his journey home, was a draftsman from the A.L.F.A. design office and he was so taken with the symbol he sketched the first take of the corporate logo which remains in use to this day.  The biscione and a representation of Milan's official flag (a red cross on a white background) are the two elements which have remained constant in all nine version of the logos used in the last 115 years-odd.

The Alfa Romeo logo since 1910.

The original (1910-1915) version featured a biscione (either devouring or producing a child, Moor or Ottoman Turk (depending on which legend one prefers)) while the crown on the snake's head functioned to distinguish the official Milanese symbol from that used by the Visconti family for various escutcheons while the words ALFA at the top and MILANO at the bottom were separated by two figure-eight "Savoy Knots," a symbol of the royal House of Savoy, a branch of which reigned in Italy between unification in 1861 and the abolition of the monarchy in 1946.  The “Romeo” name was appended in 1920, reflecting the change in the corporate identity and in 1925, a gold laurel leaf surround was added to commemorate the Alfa Romeo P2’s victories in the European Grand Prix at Circuit de Spa-Francorchamps in Belgium and the Italian Grand Prix at Monza.

Alfa Romeo Typo 158s (Alfetta), 1950 British Grand Prix, Silverstone Circuit, England, May 1950.  The Alfettas finished 1-2-3.

When by referendum, the Italian people voted to establish a republic (the monarchy tainted by its support for the fascist regime (1922-1943) of Benito Mussolini (1883-1945; Duce (leader) & prime-minister of Italy 1922-1943)), the knots from royal regalia were replaced by some nondescript waves but more obvious was the switch from the multi-color design to a simple gold-on-black, a change necessitated by the damage the country’s industrial capacity had suffered during the war, one victim of which was the factory producing the badges.  The simplified version was short-lived but suited the times because it was easier to mass-produce with the available machine tools and the heterochromatic look would return in 1950, the year the pre war Alfa Romeo tipo 158 (Alfetta) would prevail in the in inaugural Formula One World Championship, the tipo 159 retaining the driver’s title the following year.

Umberto II while Prince of Piedmont, a 1928 portrait by Anglo-Hungarian painter Philip Alexius László de Lombos (1869–1937 and known professionally as Philip de László).  Note the ruffled collar and bubble pantaloons.

Umberto Nicola Tommaso Giovanni Maria di Savoia (1904–1983) was the last king of Italy, his reign as Umberto II lasting but thirty-four days during May-June 1946; Italians nicknamed him the Re di Maggio (May king) although some better-informed Romans preferred regina di maggio (May queen).  At the instigation of the US and British political representatives of the allied military authorities, in April 1944 he was appointed regent because it was clear popular support for Victor Emmanuel III (1869-1947; king of Italy 1900-1946) had collapsed.  Despite Victor Emmanuel’s reputation suffering by association, his relationship with the fascists had often been uneasy and, seeking means to blackmail the royal house, Mussolini’s spies compiled a dossier (reputably several inches thick), detailing the ways of his son’s private life.  Then styled Prince of Piedmont, the secret police discovered Umberto was a sincere and committed Roman Catholic but one unable to resist his "satanic homosexual urges” and his biographer agreed, noting the prince was "forever rushing between chapel and brothel, confessional and steam bath" often spending hours “praying for divine forgiveness.”  After a referendum abolished the monarchy, Umberto II lived his remaining 37 years in exile, never again setting foot on Italian soil.  His turbulent marriage to Princess Marie-José of Belgium (1906-2001) produced four children but historians consider it quite possible none of them were his.

Benito Mussolini in 1930 Alfa Romeo 6C 1750 SS, Rome, April 1931.  With periodically updated coachwork, the 6C was in almost continuous production between 1927-1954, a few hundred made even during World War II (1939-1945).

In 1960 only detail changes to the logo were introduced but in 1972, not only did the wavy line vanish but so did “Milano”, a recognition the company had opened a new production plant at Pomigliano d'Arco near the southern city of Naples, built to construct the new Alfasud (the construct being Alfa + sud (south)), something encouraged (and subsidized) by the national government, anxious to reduce crime and unemployment in the south.  The Alfasud was an outstanding design but, for a variety of reasons including troubled industrial relations and political instability, the Neapolitan plant was beset by problems which were visited upon the unfortunate Alfasud, many of which rusted away with some haste.  As if to exorcise the memory of the Alfasud, in 1982 the design was again revised, producing what has to date proved the longest-lasting iteration, remaining in use until 2014.  It was essentially a modernization exercise, the graphics simplified and the font switched to the starker Futura, the revision in 2015 more subtly austere still.

Alfa Romeo Giulia Super Biscione: A 1969 model in Bianco Farina (Pininfarina White, left) and the C-Pillar Biscione on a 1970 model in Rosso Alfa (Alfa Red, right).  Farina is reference to the Italian design and coach-building house with which Alfa Romeo had a long association, the factory at times also offering Rosso Pininfarina (Pininfarina Red) and Blu Pininfarina (Pininfarina Blue).

The “Biscione” version (1969-1973) of the Alfa Romeo Giulia (type 105, 1962-1978) was mechanically identical to other Giulias built at the same time, the package exclusively a trim level, the same concept Ford used in their “Ghia” ranges (the badge added to various blinged-up models between 1973-2008).  The trim features which appeared on the Biscione Giulias weren’t always exclusive, some appearing at various times on other Giulias but there seems to have been a standard specification for the Bisciones (that plural form preferable in this context) and all included:

A sunken Alfa Romeo badge on the trunk (boot) lid.
A chrome centre strip on the hood (bonnet).
Chrome strips on A pillar & roof.
Chrome spears on the rockers (used also on the Berlina models and different from those on other Gulias).
Serpent badges (ie biscioni, in green or black) on the C-pillars (external).
A partially black headliner.
Chrome surroundings on the B pillar interior light switches.
Velour & moquette used for floor coverings rather than rubber mats.

Silvio Berlusconi, Fininvest and the biscione.

M2 corporate logo (left) and Fininvest corporate logo (right).

Finanziaria di Investimento-Fininvest SpA (Fininvest) is a holding company which holds the equity division of the Berlusconi family.  It was founded in 1975 by the estimable Silvio Berlusconi (1936-2023; prime minister of Italy 1994-1995, 2001-2006 & 2008-2011) who has thus far proved irreplaceable in the part he played on the European political stage.  Like many things associated with Mr Berlusconi, Fininvest has not been without controversy including intriguing accounts of the way its initial capital was provided in physical cash (unfortunately whether the bundles of lira notes were emptied from suitcases, paper bags or potato sacks has never been disclosed) and the curious phenomena of the way in which laws under which the company or its founder were facing charges mysteriously were repealed prior to the cases going to trial.  Fininvest is now chaired by Mr Berlusconi’s oldest daughter, Maria "Marina" Berlusconi (b 1966).