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The "Trident" story - what does the Beretta logo mean?

 
Dare in Brocca resized 600
Yesterday, we were sitting around the large desk of one of our conference rooms, discussing over and unders and the staggering heritage that links these guns to the five centuries of Beretta history.

At one point, Angela pointed out that most people recognize the Beretta logo: the iconic three arrows and circles often referred to as "Trident," but that most people don't really know why and how Beretta's logo came to be.
On our Facebook and Twitter accounts, we have mentioned it, in the past, and have answered questions about just this, but I thought it wise to publish a quick post about our most recognizable graphic.
Like all respectable 500-year old companies, Beretta has had its share of logos: the shield with the letters "PB" (for Pietro Beretta, the father of the industrialized Beretta,) the duck with open wings, and the more simple "Fabbrica d'Armi Pietro Beretta" are some of the representations that many of our readers will recognize.
And then, there's the "Trident," which (truth be told) is not a trident at all.
The story of this logo starts not far from Gardone Val Trompia, in the small town of Cargnacco, where poet, writer, director, mariner and journalist Gabriele d'Annunzio ended his days, in the late 1930s.

The original Beretta logo
The original rendition of what would become the iconic logo
When you walk into the villa that Gabriele d'Annunzio purchased and where he retired, you will find the very first "Trident." It was he who, ever-the-artist, developed this graphic design to symbolize the will to get things done. The encircled arrows represent the three shots fired by a battleship that engages a potential enemy: the arrow on the left reprents the first warning shot, fired at the ship's stern; the arrow on the right represents the second warning shot, fired at the ship's bow. The central arrow is the last round fired, when the ship doesn't yield: this one is aimed at the ship itself. The logo was dubbed "Dare In Brocca" or "hit the target."
Mr. Beretta was fascinated with this symbol, and asked Gabriele d'Annunzio if he could "borrow it." Gabriele d'Annunzio gave Mr. Beretta the rights to use it as the company's symbol, and from that moment, the "Trident" became the company's logo.
So, now you know it. Next time you're wearing a shirt like this one, or carry your Beretta firearm to the range or on the field, make sure you share this story with your fellow shooters!

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This post and its contents are the views and opinions of the author only, and do not necessarily represent Beretta.

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Comments

I have owned several,exceptional to say the least,was curious about the logo,thank's for the information
Posted @ Saturday, February 23, 2013 8:44 AM by Chad Cecil
Really apprecicated the explanation of the Beretta logo. Beretta firearms are superior !! 
Posted @ Saturday, February 23, 2013 9:23 AM by Cliff Hjelmer
Cool story, bro. Thanks for the info.
Posted @ Saturday, February 23, 2013 10:11 AM by Matt Deimler
How fascinating and how appropriate a logo for Beretta!
Posted @ Saturday, February 23, 2013 10:36 AM by Dr. Kenn Lewis
Dear Beretta, 
I have always been a strong supporter of you products with several in my personal collection and I would like to add more as well. 
We are in the midst of an increasing number of negative impacts on our 2nd Amendment Rights. 
 
As you are aware, the political landscape dealing with gun control has caused outrage across the nation. States such as NY have already passed very restrictive legislation that takes many rights away from law abiding citizens such as myself. 
 
In the recent weeks, many firearms and ammunition manufacturers have come forward and made public statements that they will no longer be selling or shipping their firearms and accessories to any Goverment, Law Enforcement or First Responders that are located in the states that have passed these new, very restrictive gun laws. Their stance on these laws is simple; if the citizens of that state or area cannot legally own certain firearms and accessories, then the Government, Law Enforcement and First Responders should not have access to them either, under the new legislation. These companies include: Olympic Arms, Inc., York Arms, Cheaper Than Dirt, Templar Custom, LaRue Tactical, MidwayUSA, as well as many others. 
 
This list is sure to grow over the coming weeks, and I encourage you to follow their lead and take a stand with us to fight for the rights of every single law-abiding citizen of the United States of America. 
Thank you for your time and consideration. I hope that you will join our fight and stand beside us. 
 
Sincerely, Jason Knaus Carmel NY
Posted @ Sunday, February 24, 2013 2:34 AM by Jason Knaus
Thank you for the explanation. I love my Berettas: 92fs, Cougar 8045, and Cheetah 85f.
Posted @ Saturday, April 20, 2013 11:09 AM by Wayne Epperson
that realy interesting i have 92fs and 90-2 great guns
Posted @ Saturday, April 20, 2013 11:20 PM by ted
thanks for the description....#1 Beretta fan
Posted @ Sunday, April 21, 2013 10:05 PM by wayne hickman
Thankyou for the info. I really enjoy my92fs and my latest the PX4 storm subcompact.
Posted @ Tuesday, April 23, 2013 3:58 PM by mike stalboerger
It's always welcome to know the history of one of my favorite gun manufacturers...
Posted @ Thursday, May 02, 2013 10:50 AM by Joe
Thank You, love the story even more. Thank you also for making the finest Weapons in the world. 96 all the way.
Posted @ Tuesday, May 28, 2013 2:02 PM by Randy Williams
Always wonderd what it stood for. Great Logo and great meaning.
Posted @ Tuesday, May 28, 2013 4:14 PM by Lyon kerby
thanks for the History Love my Beretta's
Posted @ Tuesday, May 28, 2013 8:07 PM by William L. Snelgrove
Buenas noches 
 
 
Muchas gracias por esta publicación, la verdad algunos historiadores se quedan cortos en este detalle.
Posted @ Saturday, July 06, 2013 8:30 PM by JOSE IGNACIO RODRIGUEZ FELIX
When you enter "dare in brocca" into a translator it says it means "give in pitcher" but on your website it says it means "hit the target" why is this?
Posted @ Thursday, July 18, 2013 2:19 PM by Taylor
Taylor: 
Brocca indeed means "pitcher" in modern Italian. In a more archaic Italian, it means a sort of "Go for broke" or "give it your best".
Posted @ Friday, July 19, 2013 9:03 AM by Beretta
Wow, thanks! That does make sense, much appreciated!
Posted @ Friday, July 19, 2013 9:04 AM by Taylor jurado
My middle name is beretta. Obviously but I like the gun beretta its fun to shot at the shotting range. My dad showed me this web site because of my middle name. But Im really not sure how he got my mom to agree to my middle name as Beretta anyway thats really cool to know that I have warning signs on me. XD
Posted @ Thursday, September 05, 2013 1:59 AM by Skiann Berretta C.
I found so many interesting in your blog especially its discussion. keep up the good work. 
Branded Logo Designs By Logo Designers
Posted @ Friday, October 11, 2013 3:22 AM by Branded Logo Designs
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