The Building of a Brand – Evolution of the Borrani Red Hand

Borrani Americas

Here we can see the newest version of the Borrani logo on their newest set of X-Ray rims

As rumor would have it…the origins of the famous Borrani red hand is Irish Gaelic and initially brought over when Carlo Borrani purchased the patent from Rudge Whitworth in Coventry. The Rudge Whitworth system on center-locking was already established in the car business, so Borrani decided to keep the same logo only changing the name on the bottom. What does it stand for? Is it to remind people that Borrani rims are hand-made? Does it represent the 5 points of pride for Borrani (Passion, Prestige, Prestige, Competence, Reliability and Distinction)? No in fact the logo was incorporated by Daniel Rudge – it is the Red Hand of Ulster.

The Red Hand of Ulster was a mythic symbol used in the north side if Ireland where Whitworth came from. He used this from the time he built bicycles in the late 1800’s adding the spoke background later. The legend of the red hand comes from Pagan times. The story is about a mythical Viking king who made his two sons compete against one another for his kingdom. The king declared a boat race should take place and whoever’s hand is the first to touch the shore of Ulster shall be made king. One of the brothers, who was losing the race, decided to cut off his right hand and throw it on shore – thus making himself king.

Borrani Americas

Automotive History - The Evolution of the Borrani Red Hand


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