Vespa Logo

Brand History

The Vespa Story

Vespa is an Italian scooter brand launched by Piaggio in 1946, when Enrico Piaggio sought to provide affordable postwar transportation and aeronautical engineer Corradino D'Ascanio designed a step-through scooter with a pressed-steel unibody. The name, Italian for "wasp," was reportedly inspired by the vehicle's shape and buzzing engine sound. Vespa became a cultural icon of Italian design in the 1950s and 1960s, aided by appearances in films such as Roman Holiday, and has sold many millions of units worldwide.

Logo History

Evolution Of The Vespa Logo

1. 1946–present

   Vespa's identity has centered on its distinctive script-style wordmark, in which the initial V is emphasized. Over the decades the lettering has been refined and modernized, often rendered in white on a green or blue field, but the core cursive wordmark has remained recognizably consistent.

Model Evolution

Vespa Through The Years

5 milestone models from 1956 to 2005.

1956

1957

1968

1977

2005