Story by Dr. Michael Lim The Travelling Gourmet
The intrepid Travelling Gourmet explains the true meaning of the famous Beretta “Trident ” logo and…
MARVELS at the simple yet accurate motto.
Like all respectable over 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 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.
The Beretta 92F designated the M9 is the official service pistol/sidearm used by the US Armed Forces from the Army to the Marine Corps. On September 19, 2012, in Accokeek, USA, the US Army announced that Beretta USA has been awarded a contract for up to 100,000 M9, 9mm caliber, pistols. An initial order for over 4,600 autoloading pistols has already been released to the company. All of the pistols will be manufactured at the Beretta USA facility in Maryland, where an American work force of nearly 300 employees has been making M9 pistols since 1987. To date, over 600,000 Beretta 9mm pistols have been delivered to the U.S. military.
“This order reconfirms the US Armed Forces’ interest and support of the M9 pistol. The Beretta M9 remains the standard sidearm of the US Army”, commented Cav. Ugo Gussalli Beretta, President of Beretta, “These pistols will support American troops in the field for years to come.”
Please see my article on Beretta when the President of Beretta kindly invited me to visit.
https://thetravellinggourmet.wordpress.com/2011/05/28/beretta-cavallo-vinitaly-2011/
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About thetravellinggourmet
As a renowned Travel, Food & Wine Writer he has travelled the world in a keen & indomitable pursuit of exotic delicacies & fine wines. His articles have been published in over 20 prestigious publications, both local & international. Dr. Lim has toured and trained in Wine Evaluation & Oenology in most of the world's top wine producing areas from France to Australia. The Travelling Gourmet says, "Gastronomy has no frontier. These are the gastronomic voyages of The Travelling Gourmet. My unending mission. To explore strange new cuisines, to seek out new wines and new culinary experiences, to boldly go where no gourmet has gone before...." Have pen, will travel. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any other information storage & retrieval system, without permission from Dr. Michael Lim The Travelling Gourmet and/or MSN. Material may be works of fiction. Names, characters, places and incidents may be true but may also be products of the author's imagination or are used fictitiously. Any resemblance whatsoever to actual person or persons, either dead or living, events, or locales may be entirely and purely coincidental and unintentional. No part of this website may be used to villify others or for criminal purposes.
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Very interesting!
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