The Alfa Romeo logo is the official branding of the Anonima Lombarda Fabbrica Automobili, which was designed to directly represent the family coat of arms of the Visconti, one of the most influential and respected families of Milan.
The right side of the logo is a snake wearing a crown, the symbol of the Visconti family, who ruled the duchy of Milan from the middle ages until the early Renaissance. The left side is the flag of Milan. The logo was designed to emphasize the point that this is a Milanese company, and not one from Rome or Torino, where Alfa Romeo (Fiat actually) is now based. By putting these classical elements of Milanese history into the badge, Alfa Romeo associates itself with the city and its status as a newly emerging European economic centre, as it was in the late nineteenth century and early twentieth century.
The Alfa Romeo Logo Evolution