Reply to "Detomaso "Isis" Logo"

Denise McCluggage, a famous race car driver and automotive journalist who knew the DeTomasos since the 1950s, wrote a series of two lengthy articles about them for AutoWeek Magazine in 1980. It was reprinted in the PI Magazine of September, 1987. She wrote as follows:


The Logo. That eloquent, stylized T.

That T is called a “branch”, and has a long history. And sure enough, look at it again, it is a branch. It has been in the family for centuries. In each succeeding generation the right to the branch passed to the eldest son.

“But when Argentina became independent of Spain in 1806 that became illegal – all brothers are equal,” Alessandro said. For the past few generations a coin flip has been used to determine which child inherits the branch. The branch was his grandmother’s. Then his mother won. Alessandro beat out his three siblings with the necessary chance turning of a coin in the air.

“I took the branch and put it against the Argentine flag,” he said. And that is the logo – the historic branch against the blue and white of Argentina.