The Ferrari prancing horse logo is one of the most recognisable in the world, but not many people know the sentimental story behind the black horse that stands on its hind legs
Ferrari stands as one of the world’s most celebrated luxury car brands, with its legendary prancing horse emblem frequently associated with affluence and success.
Although the brand generates roughly $2.5 billion (£1.85 billion) in merchandise sales annually, few people know the touching tale behind its world-renowned black stallion in the Ferrari logo. Many assume the horse serves as a symbol linking to horsepower and racing traditions, but this assumption is incorrect as it actually traces back to a celebrated Italian fighter pilot, Francesco Baracca. Count Francesco Baracca emerged as Italy’s leading fighter ace throughout World War I, achieving 34 aerial victories.
Emblazoned on his aircraft’s side was a depiction of a black horse rearing up on its hind legs, and this very image would later spark inspiration in Enzo Ferrari.
The distinguished racing driver and business magnate was born in 1898 and subsequently established the eponymous Ferrari company in 1939. It continues to rank among the world’s most prestigious automotive manufacturers.
Regarding the company logo’s origins, Phillip Wrathall, from 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 believed Ferrari incorporated the iconic bright yellow shield backdrop as a tribute to his birthplace of Modena, Italy.
Wrathall went on: “Far from representing speed, the horse was originally about honour, bravery, and good fortune.”
While its roots lie in wartime commemoration, the emblem is now synonymous with luxury, power and prestige.
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 emblem has sparked widespread discussion on social media over the years, with many oblivious to its origins.
One Reddit user simply remarked: “I love the emblem of Ferrari”.
Another admitted to only recently discovering 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”.
One person responded: “It wasn’t some random guy, the friend was Francesco Baracca, the most famous of the Italian aces of aviation”.
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.”
A different user added: “Francesco Baracca was a bad**s”.
Richard Lau, president of LOGO.com, an industry leader in logo design and marketing strategy, stated: “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.”