The serpent on the Alfa Romeo emblem comes from Milan’s coat of arms.
Alfa Romeo’s round badge combines two important Milanese symbols. One side shows a red cross on white, associated with the city of Milan, while the other shows the Biscione, a serpent traditionally linked to the Visconti family, historic rulers of Milan.
The serpent is often described as a dragon, but the heraldic figure is more precisely the Biscione. In the emblem, it is shown consuming a human figure, a form taken from Visconti heraldry. The badge also originally included the words “Milano” and “Automobili,” identifying the company’s home and purpose.
The Milan connection reflects Alfa Romeo’s foundation in 1910 as Anonima Lombarda Fabbrica Automobili. The emblem has been simplified over time, especially after Alfa Romeo removed “Milano” in later versions, but its Milanese heraldic roots remain.