The RED of Diesel Logo (...and it's direction)

The color of Italian were originally quite dull, and not bright. The colors in the photo below were the colors of old cities. The Italiano had been using for those colors for hundred years. 

However, sharp red, which carries the meaning of vivid and energetic, was adopted for Diesel logo. It stands out from the normality of Italian living. Diesel defines itself and presents itself like fashion leader. 

In 1980's, Cities got rich from industrial era. People intend to pursue hedonism. Hollywood influence the world so much. Under the image of the movies such as Grease, Back to the Future ...etc, Italiani regard rock'n roll and punk are the pop and trendy styles. Hence those American image and color as well are adopted in the advertisement.