Our brand logo
The myth and the image of the four rotating horses
In ancient Greece, the myth was the “true speech”, that is
the narration of the epic deeds of gods and heroes. The
logos was the “rational speech”, which epitomizes the power
and value of the myth. Similarly, the AC logo with the four
rotating horses is meant to symbolize history, power, value
and beauty. A modern synthesis of the evolution of
agricultural mechanization since the origins of
civilization, from the horse to the tractor.
It was in 1959 that the company’s chairman Antonio Carraro,
a lover of art and history, adopted this trademark drawing
inspiration from a Persian graffito of the 27th century BC
on display at Boston Museum of Fine Arts.
In ancient Greece, this type of graphical representation,
named symplegma, portrayed the union of two or more similar
figures producing the optical effect of multiplying the
number of such figures. A symplegma is a symbol of life,
rebirth, evolution and fertility; by rotating the figure
around its axis, the observer will perceive a multiple
image. In the AC logo there are two horses on the horizontal
plane; on a closer view, however, there appear to be two
horses also along the vertical axis. This is an intentional
reference to the core design concepts of the AC tractors:
four-wheel drive, power, multifunctionality (many machines
in one), beauty. Throughout the years, the AC logo has been
refreshed and revamped several times to keep up with the
continuous improvements in the style and design of the
Antonio Carraro products. The latest restyling takes
inspiration from the Japanese manga style of drawing
resulting in sharp, faceted lines that seem to have been
sculpted, as if by magic, by sabre slashes. The same magic
you feel when you drive an Antonio Carraro tractor.
1910 - '60
Giovanni Carraro: the Pioneer
At the young age of 20, in year 1910, Giovanni Carraro
builds the first multipurpose agricultural machine. In brief
he develops his smith workshop into an industrial plant
which manufactures sowing machines and, afterwards,
traditional tractors. In 1960 Antonio, the youngest of his
six sons, founds the company "Antonio Carraro di Giovanni":
the first single-axle tractor “Scarabeo” is developed.
1960 - '90
Antonio Carraro opts for a niche production of tractors,
from 20 to 100 hp, with four driving wheels. In short it
becomes the sector leader as the number of models increases.
Strength point of the company is the R&D (Research and
Development) department, source of projects to develop
innovative and original products from 1979.
1990 - 2000
A mature company
Thanks to the experience and the heritage of technical
solutions which the firm has acquired in time, Antonio
Carraro increases its market niches from specialized
agriculture to civil sector. The “Groundcare” division is
developed: it is a range of professional machines dedicated
to green maintenance, roadways, urban cleaning.
2000 - TODAY
The Antonio Carraro style
After a phase of internal restructuring with the help of
Porsche Consulting the company is ready to take on new
challenges in the worldwide market. The keyword is “kaizen”,
continuous improvement of all activities. Every single
detail and opportunity for the company can be developed in
favour of the end-user.