Porsche gives a refresh to its historic logo

Three years it took the designers of Style Porsche to update the renowned logo of the German firm, which will begin to show off in all new models from the end of this year.

“The celebration of ’75 years of Porsche sports cars’ is the occasion to thoroughly redesign this element of the brand image. With its much cleaner and more avant-garde execution, the new crest communicates the character of Porsche. We’ve reinterpreted historic features and combined them with innovative design elements like a honeycomb frame and brushed metal. The result is aesthetically ambitious and builds a bridge between the history and the future of the brand.”

–Michael Mauer, Vice President of Style Porsche.

Despite numerous changes, the Porsche Crest remains immediately identifiable. An important aspect, since it is one of the best-known brands in the world. Joachim Paetzel, Color and Trim Specialist at Style Porsche, worked for three years with his fellow designers and marketing experts to methodically and thoroughly modernize the iconic logo.

“The time factor is very important in a ripening process like this. It is not possible to design a branding element in a few days. You have to go back over it again and again, sometimes at long intervals. The second or third glance can reveal things that you want to optimize, until you finally achieve a harmonious and natural effect. Only then can you say with satisfaction: this is exactly how it has to be!”

–Paetzel on the procedure for creating the shield.

Key for the new times was to optimize the logo design so that it could accurately match the digital 2D version as the real 3D version. It is not only reflected in its physical form in the bodywork and in the interior of the sports carit must also be effective in communications or at the point of sale.

“The Porsche Crest is an unmistakable symbol and at the same time a central element of our brand identity. For this reason, it was a good time to rework its design. We will use it more specifically to underline the emotional aspects. At the same time, the Porsche lettering takes on even greater meaning.”.

-Robert Ader, Marketing Director of Porsche AG.

The adaptation of the brand identity will begin on June 8, 2023 on the occasion of the celebration of 75 years of Porsche sports cars.

10 things you didn’t know about the Porsche logo

1. Porsche has used the shield since 1952 and updated it in 1954, 1963, 1973, 1994 and 2008. All of them are available at Porsche Classic for old and new cars, within the original parts catalogue. Some are manufactured by elaborate processes; for example, new versions based on original drawings and using special tools.
2. The rampant horse in the center of the Porsche crest comes from the Stuttgart stamp. The name of the city has its origin in the breeding of horses (‘Stutengarten’ is literally ‘garden of mares’ or stud). In combination with the name of the city, Porsche thus identifies with its home in the Swabian region.
3. The colors black and red, as well as the stylized deer antlers they were taken from the traditional coat of arms of Württemberg-Hohenzollern.
4. The first search for a shield for Porsche was through an open competition. In March 1951, the Stuttgart physician and art collector Ottomar Domnick held a competition at the German art academies. The prize offered for creating a logo was DM 1,000. However, none of the submitted designs lived up to what Porsche management had in mind.
5. American car importer Max Hoffman he also played an important role in the creation of the shield. When Ferry Porsche traveled to the United States in late 1951, Hoffman discussed the idea of ​​a logo with him. On December 27, 1951, Porsche noted: “Steering wheel center decorated with ‘Porsche’ and the Stuttgart coat of arms or similar.”
6. Franz Xaver Reimspiess was the one who drew the original Porsche shield. A highly talented artist, he had presumably also designed the Volkswagen logo in 1936. At the beginning of 1952 he sketched the first version of the Porsche crest.
7. The Porsche Crest has been protected by copyright since 1952 (DE 657728). May only be used commercially with the express permission of Porsche AG.
8. The shield appeared on cars four years after the Porsche lettering. At the end of 1952, the logo appeared for the first time on the steering wheel rim and, in November 1954, it was integrated into the bonnet handle of the 356 Speedster. From 1959 it also adorned the wheel covers of Zuffenhausen sports cars.
9. The new version of the classic Porsche shield has been submitted to exhaustive tests to meet the highest quality standards. Among them, a climate cycle test at the Porsche Development Center in Weissach.
10. On the first of April 2019, Porsche presented the first shield in the world with an integrated QR code, the so-called QREST.