Скачать или смотреть Lancia Pu+Ra Zero - The new era

Lancia Pu+Ra Zero - Reveal - The new era
Reveal of the new Logo marking the electric mobility era of Lancia.
Introduction of Lancia Pu+Ra Design, the new Pure and Radical language, which will define the design of Lancia for the next 100 years.
Lancia Pu+Ra Zero, the three-dimensional manifesto inspiring the 3 new Lancia vehicles launched between 2024 and 2028.
Lancia and Cassina, a journey in the name of Italian excellence.
Premiere of the trailer of the short movie “Lancia, the New Renaissance”

Lancia Pu+Ra Design, the new Design Language of the brand makes its debut

Born from the crasis of the words “Pure” and “Radical”, Lancia Pu+Ra Design is the name of Lancia new and sustainable Design language, which inspired the future style of Lancia cars, and that will be unique and destined to last. All of this is the result of the brand proud past and of some typical excellence of Italian style in the world.
In fact, the soft, pure and sensual shapes of the Aurelia and Flaminia will be found in the future Lancia vehicles, combined with the most modern expressions of radicality and simplicity, inspired by the language of furniture, architecture, and fashion, as well as by the brand's sports history embodied in the famous Stratos and Delta.
With Lancia Pu+Ra Design, the volumes of the new vehicles are created by successive layering, adding and intersecting elementary and iconic shapes, such as the circle, rectangle, and triangle, and combining them with eclectic details. The result is an overall language that is not typically automotive.
As for the interiors, Lancia Pu+RA Design draws from the Italian furniture design, an Italian excellence of attention to detail, materials research, and innovation. Lancia takes inspiration from this world to create a space, generated by simple geometries with a radical perspective, as well as welcoming and capable of ensuring that same home feeling experienced in refined and eclectic Italian living rooms. All of this is enriched by a ʺcolor blockingʺ approach and by the choice of fine and sustainable materials, which define the future spirit of the brand.


The new Lancia logo is Progressive Classic, as it revisits all the distinctive elements of the historical logo, the wheel, the flag, the shield, the lance and the lettering, reinterpreted to make them modern and projecting them into the future. All these constituent elements of the brand are the symbols of Lancia nobility and heritage that are now simplified, both in terms of lines and shapes, and positioned in a new balance, capable of expressing innovation, premiumness and Italian-ness with a touch of eclecticism, given by the asymmetrical lance.
Also new is the Lancia lettering with an original font which takes inspiration from one of the Italian excellences most closely linked with the history of the brand, Fashion. This new lettering signs the future of the brand and makes it desirable, lasting and always contemporary.
To create the new logo, the team of designers of Lancia studied the seven versions that were used in more than a century. They started from the very simple and minimalist logo from 1907, where the “Lancia” name is italicized and in gold coloring, perfectly consistent with the Liberty style of the period. Later, the 1911 logo was analyzed: it was the one designed by the Count Carlo Biscaretti di Ruffia, which had a few elements, that remained unchanged over time — the four-spoke steering wheel, the hand throttle control, the rectangular flag, and the lance-shaped pole. Afterwards, the 1929 logo was studied, a logo with its triangular shield framing the circle of the steering wheel, which recalls the universal geometries and a graphical purity. Next, the famous 1957 logo was studied with its minimalist look and finally the research ended on the most recent emblems like the simple and refined 1974 version, or the 1981 one created by the designer Massimo Vignelli, who stylized the shield, lance, steering, and flag, and lastly the current logo introduced in 2007.

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