In 1910 a draughtsman named Romano Cattaneo was given the job of coming up with a badge for a new Milan-based company, ALFA. The story goes that as he was waiting for a train at the Piazza Castello terminus in Milan, he gained inspiration from the great Visconti family's red cross and biscione (human child-eating serpent) coat of arms emblazoned over the great door of Castello Sforzesco.
In 1918 after the company was purchased by Nicola Romeo, the badge was redesigned with the help of Giuseppe Merosi, including now the City of Milan's emblem and that of the Visconti family in a circular motif, bordered by a dark blue metallic ring containing the inscription "ALFA— ROMEO" and "MILANO" separated by two Savoy dynasty knots to honour the Kingdom of Italy.
After the victory of the P2 in the inaugural Automobile World Championship in 1925, Alfa added a laurel wreath around the logo.
In 1946 after the victory of the Italian Republic Savoy knots were replaced with two curvy lines.
The name "MILANO", the hyphen and the Savoy knots (lines) were eliminated when Alfa Romeo opened the factory at Pomigliano d'Arco, Naples in early 1970s.