Carlo Biscaretti di Ruffia (24 August 1879 in Torino – 7 September 1959 in Ripafratta, San Giuliano Terme near Pisa) was an Italian conte, known for his works as artist, industrial designer, journalist and as automobile enthusiast.
He was the son of Roberto, a local senator who was involved in the establishment of Fiat (1899). As youngster, Carlo assisted in the first Italian automobile race (Torino-Asti-Torino, 1896), he started the "Automobile club di Torino" (1898, president until 1948) and acquired the first drivers license in town.
Carlo got a law degree (1904) and worked a while in Genova for "Filiale di Fabbre e Gagliardi", a bicycle accessory shop, before moving to Rome to run the offices of Carrozzeria Alessio. Back in his hometown, he established the "Studio Tecnico Carlo Biscaretti" in via della Rocca 22, Torino. He was involved in the early Itala 51 vehicles (illustrations), for Michelin; he wrote for several motoring journals and designed the Lancia logo (1911).
He was also involved in the Salone dell'automobile di Torino. He collected vehicles since 1933 and he founded the Museo Nazionale dell'Automobile "Carlo Biscaretti di Ruffia", which was opened 1960 after his death.
Once young Vincenzo Lancia was sent to help Count Carlo Biscaretti di Ruffia, who owned a Benz. When they met in February 1899 they quickly became friends. He was to become important in Lancia's later career, and was credited with the design of the now familiar Lancia logo.