Porsche Unveils New Logo for 75th Anniversary

Porsche, the German luxury car manufacturer, has revealed a new logo as it celebrates its 75th anniversary. The new design features subtle changes and a more three-dimensional look, with Porsche stating that it aims to “bridge the history and future of the brand”. The next-generation 2023 Porsche Panamera will be the first car to feature the new logo, with dealerships set to switch to the new identity around the same time.

The Design Process

Porsche’s new logo was the result of an intensive three-year design process. The new crest has a more substantial silhouette than the current one, which was introduced in 2014 as an evolution of the emblem used by Porsche since 1952. The design team widened the top, narrowed the bottom, recessed some elements and raised others to create a more three-dimensional look. The colours have also been subtly changed, with the gold given a darker tinge. The lettering has been updated with a simpler typeface and thinner font, giving it a more modern look while still retaining a traditional touch.

The Antlers and Red Bands

The antlers on the new logo have been taken from the coat of arms of the Stuttgart region and have also been updated. The red bands now feature a honeycomb structure to symbolise the lightweight construction of Porsche’s sports cars. The hexagonal shapes have different shades of red to give them a 3D effect, with the web of honeycomb in a slightly lighter tone than the walls of the hexagons.

The Horse

The horse in the centre of the logo has been made to look “more dynamic and more angry”, with designers aiming to give it a more “thoroughbred” appearance. The ‘Stuttgart’ lettering above it has been reinstated in black.

The Effect

Matthias Kulla, Porsche’s director of design management for its sports car programmes, said: “When we presented the crest, there was always the desire to actually feel it and not only look at it. The effect it has, not just as a graphic but as a 3D piece, was a very strong focus.” Porsche’s Chief Marketing Officer, Robert Ader, added: “The Porsche crest is an unmistakable symbol and simultaneously a central element of our brand identity. For this reason, the new crest became the occasion for us to rework our corporate design.”

Customer Feedback

When asked about how much customer feedback influenced the design of the new crest, Porsche design boss Michael Mauer said: “Despite being a global brand, you should never be so arrogant not to listen to customers. On the other hand, you have to be very clear to come to a clear brand identity that is attractive and desirable but is also differentiating between other brands. It’s always a combination, but at the end of the day, it’s our decision and wasn’t initiated by customer feedback.” Customers with classic Porsches looking for the original version of the firm’s crest can still order it.

Conclusion

Porsche’s new logo is designed to be instantly recognisable while bridging the gap between the history and future of the brand. The new design features subtle changes and a more three-dimensional look, with Porsche stating that it aims to “bridge the history and future of the brand”. The next-generation 2023 Porsche Panamera will be the first car to feature the new logo, with dealerships set to switch to the new identity around the same time. The design process took three years and involved widening the top, narrowing the bottom, recessing some elements and raising others to create a more three-dimensional look. The colours have also been subtly changed, with the gold given a darker tinge. The lettering has been updated with a simpler typeface and thinner font, giving it a more modern look while still retaining a traditional touch. The antlers on the new logo have been taken from the coat of arms of the Stuttgart region and have also been updated. The horse in the centre of the logo has been made to look “more dynamic and more angry”, with designers aiming to give it a more “thoroughbred” appearance.