Ferrari is one of the most famous luxury car brands in the world, with its iconic prancing horse logo often synonymous with wealth and success.
Despite the brand selling approximately $2.5 billion (£1.85 billion) worth of merchandise each year, not many people are aware of the sentimental story behind its globally-famous black horse.
It’s commonly believed the horse is a stand-in to ensure association with horsepower and racing heritage but this isn’t the case as it actually leads back to a renowned Italian fighter pilot, Francesco Baracca.
Count Francesco Baracca was Italy’s top fighter ace during World War I, credited with 34 aerial victories. On the side of his plane, there was an image of a black horse standing on its two hind legs and it would be this that would go on to inspire Enzo Ferrari.
The renowned racecar driver and entrepreneur was born in 1898 and went on to found the eponymous Ferrari company in 1939. It remains one of the most famous car manufacturers in the world.
Of the company logo’s backstory, Phillip Wrathall, of horse riding clothing supplier Discount Equestrian, said: “The prancing horse actually dates back to Francesco Baracca, Italy’s top fighter pilot during the First World War.
“Baracca painted a black horse emblem on the side of his plane for good luck - a symbol of courage and protection in battle. After Baracca was killed in 1918, his mother, Countess Paolina, later suggested Enzo Ferrari adopt the emblem when he launched his own racing team in the 1920s.”
It’s said Ferrari added the iconic bright yellow shield background as a nod to his hometown of Modena, Italy.
Wrathall continued: “Far from representing speed, the horse was originally about honour, bravery, and good fortune.”
Though its origins are rooted in wartime remembrance, the logo is now synonymous with luxury, power and status.
Wrathall added: “Everyone assumes Ferrari’s horse is a nod to horsepower, but it was never meant to be about racing. It’s really a tribute - a piece of Italian history carried into modern design.
“That hidden meaning gives the logo a completely different feel once you know the backstory.”
The logo has been discussed extensively on social media over the years, with many unaware of its logo.
One Reddit user simply said: “I love the emblem of Ferrari”.
Another confessed to only just learning the history behind it: “TIL [today I learned] that Ferrari’s famous ‘prancing horse’ logo was coined because one of Enzo Ferrari's best friends gave him a necklace with a prancing horse just before taking off and then getting shot down in a WWI dogfight over the Isonzo Front”.
Another replied: “It wasn't some random guy, the friend was Francesco Baracca, the most famous of the Italian aces of aviation”.
And another shared: “The friend's name was Francesco Baracca and the horse was also drawn on his plane. One of the few aeronautics high school in Italy is now entitled to him, too.”
Someone else added: “Francesco Baracca was a bad**s”.
Richard Lau, president of LOGO.com, an industry leader in logo design and marketing strategy, said: “Businesses cannot overlook the value a great logo holds; they are the connection between a company and potential customers, and what customers will remember most.”