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You might not run into a Bugatti daily, but changes are happening. A new Bugatti logo was announced a few months back, but how did the company develop this logo? Vehicles like the Bugatti Chiron supercar and the Veyron helped jumpstart the transformation, but designs like the Centodieci will usher it into the future.

The new Bugatti logo will help the luxury brand expand its portfolio

The new Bugatti logo on a building with the Bugatti Chiron Pur Sport under it
The new Bugatti logo and a Bugatti Chiron Pur Sport | Bugatti

According to the press release from Bugatti, the brand has been “at the pinnacle of the automotive industry for over 110 years.” Building its cars in Molsheim, France, the Bugatti name is synonymous with powerful and luxurious vehicles. Founded in 1909 by Ettore Bugatti, the company has continued to build supercars and luxury cars for over a century.

“The brand from Molsheim is evolving to go beyond being an exclusive hyper sports car manufacturer to become a wider-reaching luxury brand.”


Ettore’s son, Jean Bugatti, has given the public popular models like the Bugatti Chiron and Veyron, in addition to some of its coachbuilt options like the Centodieci and La Voiture Noire.

The new Bugatti logo is part of the brand’s new corporate identity

The new Bugatti logo font
The new Bugatti typography | Bugatti

The luxury automaker says that with the world changing and the industry evolving, so must Bugatti. Moving beyond the hyper sports cars and into a bigger luxury brand outside the automotive industry. Bugatti says it has a new corporate identity and design plan to help in this evolution.

Working with Interbrand, the old EB logo was out, and a new Bugatti logo was in. Interbrand and Bugatti created new typography for the new corporate identity, which is above. This typography is used in the new simplified logo.

Noticing the new blue theme across the website and vehicles, the new Bugatti Blue is a nod to the company’s French origins. In many places, Bugatti still uses the iconic EB logo in combination with the Bugatti Blue color. You can find Bugatti Blue on the Chiron Pur Sport and others.

Honoring Ettore Bugatti’s motto: “If comparable, it is no longer Bugatti”

Inspiration for the new Bugatti logo and typography
Inspiration for the new Bugatti logo and typography | Bugatti

While the logo might look oversimplified and a far cry from the original, much thought went into it. The signs above show the inspiration for the typography. Old city signs and street signs also have a simple look but are easy to read and recognize.

Bugatti says its new corporate design is “bolder, more self-confident, more modern, more progressive.” This represents the brand in its current form more accurately and shows the direction that it is heading. However, the luxury automotive company says two things won’t change. Each product will remain a “bespoke work of art,” and will continue to deliver on Ettore Bugatti’s motto: “If comparable, it is no longer Bugatti.”

If you want to see this in action, check out the Bugatti Centodieci. Inspired by the legendary EB110 Supersport and some of the bespoke Bugatti vehicles of the last few years, the Centodieci has it all. And don’t worry, the standard red Bugatti logo with the EB initials remains on the front.


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