Porsche Modernizes the Iconic Crest

Porsche Modernizes the Iconic Crest

Fifteen years since their last update, Porsche has once again revamped their legendary crest. The modernized Porsche crest represents the evolution of an icon, showcasing exquisite craftsmanship and attention to detail. Through a meticulous three-year process, the designers at Style Porsche, in collaboration with marketing experts from the renowned sports car manufacturer, have embarked on a journey to carefully revamp the iconic logo. The introduction of the updated crest is scheduled to debut on vehicles towards the end of 2023, marking a new chapter in the brand’s history.

the new gold, black, and red Porsche crest next to the older crest
The new Porsche crest (Left) next to the previous crest (Right)
Source: Porsche

Michael Mauer, Vice President Style Porsche, explains that the inspiration for reworking the trademark arose from the momentous “75 years of Porsche sports cars” anniversary. The refined crest, with its cleaner and state-of-the-art execution, effectively communicates the essence of Porsche. Historical characteristics have been reinterpreted and combined with innovative design elements, including a three-dimensional honeycomb structure and brushed precious metal. The result is a visually stunning crest that harmoniously connects the brand’s rich heritage with its promising future.

Porsche designer sketching new ideas for the Porsche crest

While the modernized crest exhibits several revisions, it remains instantly recognizable, which is crucial considering its status as one of the most renowned trademarks worldwide. Joachim Paetzel, Specialist for Color and Trim at Style Porsche, worked meticulously alongside design colleagues and marketing experts, pouring their passion and expertise into the careful modernization of this iconic logo. Their dedication to preserving the emblem’s identity while infusing it with contemporary elements is truly commendable.

the new Porsche symbol next to all previous versions

Paetzel emphasizes the importance of time in this maturing process of crest design. “A trademark is not designed ‘off the cuff’ within a few days. You have to go back to it again and again, sometimes at longer intervals. The second or third look can reveal to you things that you want to optimize, until it finally achieves a harmonious, natural effect. Only then can you say with satisfaction: ‘This is exactly how it has to be!’”

Designers at Porsche discussing the new Porsche crest

Achieving a seamless integration between the two-dimensional and three-dimensional versions of the crest was also a crucial objective for the designers. The emblem is not merely a physical entity adorning the body and interior of a Porsche; it serves as a potent symbol of the brand’s identity in communication and at the point of sale. Consequently, meticulous attention was given to ensuring that the crest would be equally impactful in brand-related materials and experiences. The eagerly awaited introduction of the modernized crest on vehicles later this year will further solidify its presence within the Porsche community.

New vs old Porsche crests in hand

Robert Ader, Chief Marketing Officer at Porsche AG, emphasizes the significance of the Porsche crest as an unmistakable symbol and a central element of the brand’s identity. The modernized crest presents an opportune moment to revitalize the overall brand design strategy. Moving forward, the crest will be strategically utilized to accentuate emotional highlights, while the Porsche lettering will assume even greater prominence. The adaptation of the brand identity is set to commence during the 75th Porsche sports car anniversary show, commencing on June 8, 2023.

Porsche designer inspecting new Porsche crest

The Porsche crest has been an integral part of the brand since 1952, with several updates and revisions over the years, namely in 1954, 1963, 1973, 1994, and 2008. Porsche Classic, a division specializing in vintage and new cars within the original parts range, offers all the historical crests worldwide. These classic crests are meticulously reproduced based on original drawings using specialized tools and manufacturing processes, ensuring the utmost authenticity for Porsche enthusiasts.

different iterations of the new Porsche Crest

As the journey to modernize the Porsche crest reaches its culmination, enthusiasts and fans eagerly anticipate the unveiling of this iconic symbol on the vehicles themselves. The marriage of traditional elements with innovative design aspects encapsulates the essence of Porsche—a perfect blend of heritage and advancement. This reimagined crest is poised to become a visual testament to the brand’s enduring legacy and its unwavering commitment to excellence.

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