The brand
The capital letter “A”, the initial of the name of the city,
symbolizes the elegant progress of a queen.
The main stem of the "A", surmounted by the crown,
depicts her cloak.
On the mantle, the motto “Fidelis Amatrix”
witnesses the centuries-old history of Amatrice and,
in the middle of this,
the hands of the civic tower are still at the hour
in which it was hit.
Under the minor stem of the "A" a tear.
Great, as the pain is immense
that this people have been called to bear.
One, only one, because it is an expression of the great dignity, strength and will of the people of Amatrice,
Wounded Queen of the Monti della Laga.