Prancing Horse

The logo of the luxury carmaker Ferrari is the Prancing Horse (Italian: Cavallino Rampante, lit. 'little prancing horse'), a prancing black horse on a yellow background. The design was created by Francesco Baracca, an Italian flying ace during World War I, as a symbol to be displayed on his aeroplane; the Baracca family later permitted Enzo Ferrari to use the design. The logo has been used by Scuderia Ferrari—Ferrari's racing team, subsidiary, and immediate predecessor—since 1932 and was applied to the company's sports cars beginning in 1947.
The Prancing Horse is generally presented in one of two ways: either as a shield, with the Italian tricolour above the horse and the initials SF ("Scuderia Ferrari") below; or as a rectangle, replacing "SF" with the word "Ferrari". The shield variant of the logo is strongly associated with Ferrari's racing activities.
Francesco Baracca's original design is different from the version used by Ferrari, and features the horse atop a white background. The logo attained its modern form in 1932, the point at which Scuderia Ferrari systematically adopted it: the team made several adjustments to its design including adding the Italian tricolour, changing the position of the horse's legs and tail, and placing it inside a canary yellow shield—the "colour of Modena," Enzo's hometown. The rectangular version of the design has been in use, alongside the shield, since 1947; no major changes to the logo have occurred since then.
Francesco Baracca, a highly successful Italian flying ace, first used the Prancing Horse in 1917, when his squadron permitted its aviators to apply personal symbols to their aeroplanes. In a letter to his mother dated 27 April 1918, he claimed to have adopted the horse in tribute to a cavalry regiment he once belonged to, which had used a similar symbol since 1692. The regiment's horse symbol was coloured silver, but Baracca changed it to black so that it would stand out more on his plane's fuselage.
Many variations of the story circulate, including claims that the horse stems from Baracca's equestrian hobby, that it references a specific stallion he owned, or that it was originally red, only painted black after Baracca's death in an act of mourning by his squadron mates. Based on a painted panel which existed before the pilot's death, the Museo Francesco Baracca asserts that the horse was black during his lifetime. One version of the story claims that the emblem originated as a kill mark applied after Baracca shot down a German pilot from Stuttgart, a city whose coat of arms depicts a similar horse. If true, this would make the Prancing Horse distantly related to the horse found on Porsche's logo, itself derived from the arms of Stuttgart. Though this claim is plausible—it was common at the time for aces to paint an opponent's coat of arms on their planes—it does not appear to have any supporting evidence, and the Museo Francesco Baracca holds no documents that support the idea.
In his autobiography, Enzo Ferrari offered an account of how he acquired permission to use the design. After a 1923 victory in Ravenna, the Baracca family visited him, and Paolina de Biancoli, Francesco's mother, suggested that he adopt the horse as a good luck charm. Enzo accepted the request, and in 1932—nine years later—the Prancing Horse was adopted by his racing team, Scuderia Ferrari. It was first applied to the team's stationery, and then to the car entered for the Spa 24 Hours. In 1947, the Ferrari 125 S became the first car to use the rectangular version of the logo.
Enzo was on good terms with the Baraccas, patrons of the Alfa Romeo dealer where he worked, and they considered each other friends. However, it is unknown exactly why the Baracca family permitted him to use the symbol. Many explanations focus on their intersecting life experiences: these include Francesco's studies at the Military Academy of Modena and Enzo's older brother having volunteered for Baracca's squadron's ground crew. Enzo's rationale for adopting the design was based around a personal admiration for Baracca dating to his adolescence, as well as his love of La cavalla storna [it], a poem written by Giovanni Pascoli.
Ferrari's adoption of the Prancing Horse was concordant with the cultural landscape of Fascist Italy, which, drawing from the Futurist art movement, idolised speed, machinery, and military sacrifice. Baracca's activities during World War I were mythologised by the Italian right wing, and things associated with him were positively received by the general public. Ferrari's use of the symbol, among other things, allowed it to establish an image that appealed to populist political values; this would later help it procure military contracts during World War II. After the war, Ferrari denied any involvement with fascism and downplayed the symbol's connection to Baracca, choosing instead to focus on its association with the company's racing heritage. Within general consciousness, this re-orientation effectively obliterated Baracca's connection to the Prancing Horse.
Fabio Taglioni, an influential engineer within Ducati, applied the same emblem to many of his motorcycles. Similar to Ferrari, he did this in tribute to Francesco Baracca: Taglioni's father had fought alongside the ace in World War I, and the two families remained in friendship with one another afterwards. As Taglioni rose in prominence within Ducati, Francesco's mother, the same woman who permitted Enzo to use the horse, also allowed him to do so. Rather than using Baracca's original horse, Taglioni elected to use the redesigned version created by Ferrari. Ducati stopped using the emblem after 1961.
Steinwinter [de], a specialty carmaker from Germany, used a prancing horse logo similar to Ferrari's. Like Porsche, the logo is derived from Stuttgart's coat of arms.
A "prancing moose" emblem imitating the Ferrari logo is popular among Volvo enthusiasts. The emblem was created by Dave Barton in 2005 and copyrighted in 2007. Barton has also produced similar moose designs copying the Porsche and Lamborghini logos.
The band Jamiroquai featured the logo, augmented with their own "Buffalo Man" logo, on the cover of their 1999 album Travelling Without Moving.