The engineer Ferdinando Innocenti began in 1931 in Lambrate (Milan) the production of seamless tubular scaffolding that had wide application in construction, in the construction of temporary scaffolding and sports grandstands. Starting after the war, the business diversified with the production of motor scooters and, later, of motor vehicles.

The company owned a logo in 1947 representing three letters “i” framed in an oval; they symbolized the three sectors of activity: mechanical, motorcycle and automotive. The logotype, in stick characters, was inscribed in a rectangle with rounded edges. Under this logo was born the famous Lambretta produced in 1947 and, since 1960, all the cars built under license from the British Motor Corporation; in particular, a model of the English house Austin.

In 1963 the logo was modified with only the letter “i” in the oval and, in some applications, subjected to the Innocenti logo; often, in the absence of graphic rules, it was replaced with a different calligraphic logo.

Then, with the new “L Innocenti” logo, the new production of models with a British Leyland engine and Bertone bodywork began in 1972.

With the De Tomaso management in 1976, the official name changed to “Nuova Innocenti”. The new logo, designed by Michele Spera, represented the white letter “i” on a blue background which, rotated by 45 degrees, could also reproduce the letter “n”. The logo was reconfirmed.