Ariel Logo

Ariel Brand History

The Ariel Motor Company was first established in 1896 as a bicycle producer that later manufactured motorcycles. Production continued through several key periods until the original company closed in 1970 after nearly 70 years. In 1991 Simon Saunders revived the name as Ariel Motor Company Ltd, shifting the focus from motorcycles to automobiles while preserving the historic brand identity.

Key milestones include the 1902 release of the first Kerry motorcycle and the 1932 adoption of the Ariel Motor name. The company headquarters is located in Crewkerne, Somerset, United Kingdom. Today Ariel produces four high-performance models including the Ariel Atom that uses a Honda Civic Type-R powertrain as well as an electric model.

Ariel Logo Evolution

1. 1902–1932
2. 1932–1951
3. 1951–1970
4. 2001–Present

1902–1932: First Horseshoe Logo

This design served as the original visual identity when the first Kerry motorcycle was introduced. The emblem reflected the early motorcycle era of the brand.

• Design: Teal horseshoe shape featuring golden uppercase lettering and a prominent red initial
• Colors: Teal, gold, red and black
• Changes: First logo introduced with the 1902 Kerry motorcycle
• Context: Marked the beginning of Ariel motorcycle production

1932–1951: Art Deco Circular Logo

The redesign coincided with the official adoption of the Ariel Motor name. This version presented a more professional and modern appearance suited to the evolving brand.

• Design: Circular Art Deco layout with vertically striped golden column and clean sans-serif typography
• Colors: Burgundy, gold and black
• Changes: Replaced the earlier horseshoe emblem with a structured oval badge
• Context: Introduced when the company officially became known as Ariel Motor

1951–1970: Snake and Wheel Emblem

This ornate design became the final logo of the original company before its closure. The symbolic combination of snake and wheel gave the emblem a distinctive character.

• Design: Yellow wheel framed by a white snake with red lettering on a diagonal ribbon
• Colors: Yellow, white, red and black
• Changes: Major redesign featuring symbolic snake and wheel elements
• Context: Last logo used by the historic Ariel Motor Co before 1970

2001–Present: Modern Red Circle Logo

The current Ariel car logo was introduced in 2001 as the revived company shifted focus to modern performance vehicles. This minimalist design represents a complete departure from the ornate historical logos.

• Design: Red circle containing a stylized white A with triangular peak and vertical bars, paired with narrowed sans-serif wordmark
• Colors: Primary red and white with secondary black, white and silver options
• Changes: New minimalist identity created for the automotive era
• Context: Launched alongside the new focus on high-performance cars after the 1991 revival by Simon Saunders

The stylized A in the Ariel symbol represents a road narrowing to the horizon, conveying movement, speed and progress. This Ariel car logo is available in monochrome and silver metallic versions for vehicle grilles. The simple sans-serif typography used in the Ariel logo maintains a clean and progressive appearance.

The Ariel emblem continues to represent the brand’s commitment to lightweight performance engineering. Fans and enthusiasts often seek Ariel logo png, Ariel logo transparent background and Ariel logo hd versions for reference and personal projects. The complete Ariel logo history reflects both the motorcycle heritage from 1902 to 1970 and the modern automotive identity that began in 2001.

The Ariel badge remains an important part of the vehicle’s visual identity on current performance cars. Its evolution from early horseshoe and snake designs to the present dynamic symbol illustrates the brand’s transformation while honoring its British engineering roots.