Soul Made: Handmade Badges

If a car is only a collection of smaller bits serving specific purposes, the badges it wears have the job of placing all those bits in context. When we look at a specific car we might remember its achievements in sport or design, but when we look at the symbol of the marque our minds are freed to wander further out. Timelines distend to their bookends, legacies come into focus, and we are sucked down into the deep wells of lore capped by the prancing horse of Ferrari, the cross and serpent of Alfa Romeo, Lamborghinis raging bull. understands this significance and has been devoted to the art of badge design and production since its operations began in the late 19th century. Active since 1887 but pared down to just a small dedicated group of artisans now, they have since relocated from their Milanese factory to a smaller building outside the city center. Such is the reality of preserving tradition. The work performed under the name has remained unchanged despite shifts in the in