In a meticulous and elaborate three-year process, the brilliant minds at Style Porsche, in collaboration with the marketing experts of the renowned sports car manufacturer, have undertaken a careful modernization of the iconic logo. The grand reveal of this groundbreaking transformation is set to take place towards the end of 2023.
Despite undergoing several revisions, the unmistakable Porsche crest remains instantly recognizable, a critical aspect considering its status as one of the most renowned trademarks on a global scale. Displaying unwavering attention to detail throughout the extensive three-year process, Joachim Paetzel, a Specialist for Colour and Trim at Style Porsche, collaborated closely with his design colleagues and marketing experts to meticulously modernize the iconic logo.
“The element of time holds tremendous importance in a process of maturation such as this,” Paetzel elaborates on the iterative nature of crest design. “Creating a trademark of this caliber is not an impulsive endeavor that can be accomplished within a few days. It requires revisiting and refining it time and time again, sometimes with significant intervals in between. It is during the second or third evaluation that one can uncover aspects that demand optimization until achieving a harmonious and organic outcome. Only then can one truly exclaim with utmost satisfaction, ‘This is precisely how it ought to be!'”
Ensuring precise alignment between the 2D and 3D renditions of the crest was also a paramount concern for the designers. The trademark is not merely experienced physically, adorning the body and interior of the sports car, but it must also convey its impact effectively within the brand’s identity during communications and at points of sale. The grand introduction of the revamped logo will commence with the launch of the new vehicles towards the end of 2023.
“The Porsche crest stands as an unmistakable symbol, serving as a central element of our brand identity,” asserts Robert Ader, Chief Marketing Officer at Porsche AG. “In light of this, the modernized crest presented us with an opportune moment to revise our brand design. We will be employing the crest more strategically to accentuate emotional highlights. Simultaneously, the Porsche lettering will assume even greater significance.” The implementation of the revised brand identity will commence with the highly anticipated 75th Porsche sports car anniversary show, commencing on June 8, 2023.
Porsche has proudly showcased the crest since 1952, with periodic updates in 1954, 1963, 1973, 1994, and 2008. All historical iterations of the crest are globally available through Porsche Classic, catering to both vintage and new cars within the original parts range.
Did you know …
… that the rising horse in the middle of the Porsche crest is from the seal of the city of Stuttgart? The name has its origin in horse breeding (‘stud garden’). In combination with the city’s name above it, Porsche thus identifies with its home in Swabia.
… that the colours black and red and the stylised deer antlers were taken from the traditional crest of Württemberg-Hohenzollern?
… that the first search for a Porsche trademark was through an open competition? In March 1951, the Stuttgart doctor and art collector Ottomar Domnick launched a competition at German art academies. The prize offered for creating a logo was 1,000 German marks. However, none of the designs submitted measured up to what the Porsche management had in mind.
… that American car importer Max Hoffman also played a role in the creation of the crest? He talked to Ferry Porsche about the idea of a logo during his visit to the US at the end of 1951. On 27 December 1951, Porsche made a note: “Steering wheel rim decorated with ‘Porsche’ and the Stuttgart crest or similar.”
… that the original Porsche crest was drawn by Franz Xaver Reimspieß? The designer, a very talented draughtsman, had presumably also designed the Volkswagen logo in 1936. Early in 1952 he sketched the first version of the Porsche crest.
… that the Porsche crest has been protected as a trademark since 1952 (DE 657728)? It may only be used commercially with the express consent of Porsche AG.
… that the crest appeared on cars four years after the Porsche lettering? At the end of 1952 the logo first appeared on the steering wheel rim, and in November 1954 it was integrated in the handle on the bonnet of the 356 Speedster. From 1959 it also adorned the hubcaps of the sports cars from Zuffenhausen.
… that the new release of the classic Porsche crest was subjected to extensive testing in order to meet the highest quality standards? These included a climatic cycle test at the Porsche Development Centre in Weissach.
… that on 1 April 2019, Porsche presented the world’s first crest with an integrated QR code, the so-called QREST?
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