F23

f27_bis

F32_BIS

F28

F30

trittico-02

quat_4

quat_2

quat_3

quat_1

A further step forward in the iconographic aspects took place at the end of the 1920s, when the young Giuseppe Beretta (1906-1993), son of Pietro and the thirteenth representative of the family, met the poet Gabriele D'Annunzio. The war poet suggested that Giuseppe might use one of his favourite mottos "Dare in brocca" (i.e. "hit the target") represented by three arrows that "hit" three different targets: an instant visual representation of the absolute precision used to manufacture the company's firearms.

 

This trademark was registered on 16 March 1950. It was during this period, from 1952 to 1953, that the catalogue witnessed a fundamental change: there was no longer a logo on the cover, but the Vittoria Alata and Three Arrows logos were printed on the left and right internal pages, respectfully.

SL3_Vittoria_Alata_CASE

SL3_Vittoria_Alata_CASE_2

This was a significant decision for the brand which became increasingly important in the presentation of their wide range of products, manufactured for both the civil and armed forces sectors alike. In addition to the above, the presence of the Vittoria Alata logo on the guns manufactured in the 1950s was also important. The goddess appeared on the promotional knife that was supplied with every Beretta product; on the figurine trophies presented to the winners of the long rifle (22LR) competitions well into the next decade; and on the entire series of Beretta S55 over-and-under shotguns. These were a cutting edge gun for the company; designed in 1955, and the first industrial over-and-under shotgun to boast the interchangeability of parts without the need for manual adjustment. In this case the Vittoria Alata logo appeared on the receiver and continued to be used for this gun, until the introduction of the “58” version, for both hunting and competition guns alike.

intero

Another “Vittoria Alata” trademark was registered in the State Archives in 1958. This version however, disappeared from the Beretta catalogues between 1968 and 1969. Then from 1972 onwards, only the Three Arrows logo was used, except in 1977 when, in remembrance of the twentieth anniversary of the death of Pietro Beretta, the Vittoria Alata logo returned to the cover of the catalogue, in recognition of Pietro’s championing of the symbol.

Thus bringing us to 1978, and the final registration of the “Vittoria Alata” trademark, which itself expired on 29 July 1998. More recently, in 2017, Beretta decided to redesign the Vittoria Alata logo to launch the Vittoria shotgun range, a line that is still included in the catalogue. The statue returned to the catalogue, gracing the top of the dedicated pages. A far from random choice given that these guns feature a design conceived for female shooters. Which leads us neatly to 2020, when the company received a request from the Gussalli Beretta family, to design a commemorative product dedicated to the bronze statue, so significant to Brescia.

The result is the unique, single edition, SL3 shotgun which boasts the beautiful wings of the Vittoria Alata on the side plates. Beretta’s master engravers have even managed to capture the fineness of the feathers on the wings. The entire sculpture is also engraved in gold on the receiver. The finishing touch is the hand crafted case with the logo of the Roman bronze statue in prime position. This splendid shotgun will be unveiled to the general public on the same day that the Vittoria Alata Roman statue is returned to the Brescia Museum