Last updated on August 1st, 2023
The iconic luxury car manufacturer, Porsche, commemorates its 75th anniversary this year. The company has unveiled a redesigned logo to mark this milestone and bring a fresh perspective. The new logo carries a futuristic aesthetic that echoes the design language of the brand’s iconic supercars. This contemporized design reflects Porsche’s pledge to innovation, always striving to lead the way in automotive excellence.
Electric cars have brought about a sea change in how people travel today. These eco-friendly vehicles are the norm, with many car makers switching to this trend. Porsche is amongst the leading supercar makers entering this sector aggressively. The German automotive giant was in the news recently when it celebrated its 75th anniversary.
But the carmaker also was talked about once again for its new changes in logo design.
Like the excellent sports vehicles it adorns, Porsche’s logo has long been regarded as an iconic representation of performance and luxury.
Upon closer inspection, the updated emblem conceals its revisions and retains its distinctive Porsche character. The recognizable ‘Porsche’ and ‘Stuttgart’ writing is more visible thanks to the refinement of the formerly rough bronze knurling. The logo has a modern appeal and honeycomb design, adding a contemporary touch.
The Porsche emblem is rich in symbolism and carries many different meanings. The logo’s central feature is the shield form with a pronounced starry emphasis.
History of the Porsche Logo
The company used the logo on sports car models in 1952. Since then, it has undergone various slight changes, each of which has significantly impacted. Though smaller, the most recent upgrade has important implications.
American vehicle importer Max Hoffman’s forward-thinking ideas are the basis for the Porsche crest. Hoffman had an idea for a visually attractive logo that would create a distinctive identity for the company and connect with consumers.
He successfully persuaded Ferdinand Porsche Jr.’s son Ferry Porsche to explore the development of such a sign. The assignment was then given to senior designer Franz Xaver Reimspiess by Ferry Porsche, who was responsible for creating a symbol that captured the soul of the brand.
The first-ever Porsche emblem appeared on the steering wheel of a Porsche 356 in 1952. It eventually moved to the hubcaps in 1959 and then was added to the hoods of Porsche automobiles starting in 1965.
The crest logo design has changed since its introduction in 1952. Then, the company updated the logo in 1954, 1963, 1973, 1994, and 2008 before the present redesign.
What does the logo mean?
With four larger crests and a center smaller crest, the overall logo is a golden crest. But different visuals formed from these four pieces. A gold backdrop and three black antlers are in the top-right part on the left side. Four red and black stripes may be seen directly below this portion.
The upper right portion of the crest’s right side then features red and black stripes again, while the section directly below bears three antlers. These antlers stand for the brand’s power and strength. The red and black stripes indicate a unified desire and design.
The red and black stripes indicate a unified desire and design. The center shield is referred to as the Wurttemberg shield. It is the coat of arms for Stuttgart, depicted in gold with the word ‘Stuttgart’ written in a sans-serif typeface in capital letters.
A prancing horse representing tremendous strength and grace is in the shield’s center. The word “Porsche” then appears at the top of the crest. It is in a chic sans-serif typeface with a black background and a golden outline.
A prancing horse representing tremendous strength and grace may be seen in the shield’s center. The word “Porsche” then appears at the top of the crest. It is in a chic sans-serif typeface with a black background and a golden outline.
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Design elements of the new Porsche logo
Porsche’s new logo (left) and outgoing logo (right).
It took Porsche almost three years to design this new logo. If we talk about its design, it includes reducing its badge from the bottom and widening it from the top.
Porsche’s new logo design has completely smoothed the bronze knob on the crest. And this sleek backing helps show off the word “Porsche” embossed at the top and “Stuttgart” in the center of the crest, now written in black. The knot behind the red bar is also gone in the new look, but the bronze knot is smoother than the red bar.
This Porsche symbol looks modernized, cleaner and minimal. The word Stuttgart appears again in the deter of the crest. The changes make the logo look different. There are some subtle changes in colors. Also, the logo has a 3D effect.
Porsche wanted to make the new logo design ‘instantly recognizable,’ giving it a ‘more substantial silhouette.’
The typeface for the Porsche new logo is unique. A simple but contemporary sans-serif typeface in all capital letters characterizes the unique font created especially for Porsche. Since Porsche’s first logo, the lettering has seen few significant alterations. Right now, texturing gives the typeface the appearance of being slightly lifted.
The Porsche logo is in red, black, and gold. These hues are associated with the area where Porsche was first established (more on Porsche logo history in a subsequent blog post). These hues often have the following connotations. Red is the color for passion, zeal, and strength. Black evokes power.
The new logo has a golden color with a darker tinge. The lettering has changed and updated with a thinner font. The antlers look thinner and more modern.
There are also red bands in the shape of a honeycomb structure. This symbolizes Porsche’s sports cars’ lightweight construction. But red also appears in different subtle colors to give a 3D effect to the hexagonal pattern. Also, note that the honeycomb web is a bit lighter in color than the hexagon walls.
The image of a rearing horse is central to the emblem and has strong links with automotive performance, legacy, and traditions. The horse is a dominating element in the center of the logo crest design. It is shown rearing up and looks impressive in its movement and strength, conveying motion and energy. So, the horse symbolizes the car’s power, high performance, and speed.
The addition of the horse refers to Porsche’s roots because the company’s origins are in Stuttgart, a city with a long history that dates back to 950 AD. This is the city where stud farms and horse breeding flourished in the Middle Ages. Additionally, the horse’s position represents the remarkable strength, grace, and agility that are hallmarks of Porsche automobiles and are greatly loved.
This time, the logo appears ‘more dynamic and angrier.’ The designers gave the horse a ‘thoroughbred’ appearance. The horsetail also appears with more details around its legs.
Matthias Kulla, director of design management of Porsche for its sports car programs, said, “When we presented the crest, there was always the desire to feel it and not only look at it. The effect it has was a strong focus, not just as a graphic but also as a 3D piece.”
The old Porsche logo featured a dotty texture surrounding the Porsche lettering and antlers, while the new logo showcases a honeycomb texture.
So, regarding the texture, the logo has made three changes, a new Stuttgart print, a shiny new horse, and a honeycomb pattern. The crest looks smoother now after the stipples are removed. This stipping formed a background texture.
Overall, Porsche has made many small changes to its logo design, giving it a new and refreshing appearance. The carmaker wanted to keep the core design and identity of the logo intact. It has been its identity from its inception. So, there was no need for the company to recreate the logo. Subtle and respectful changes in the design were good enough this time to make it look appealing.
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Porsche is celebrating its 75th anniversary this year, and to commemorate the occasion, the supercar maker has made some changes to its logo design. The logo now looks refreshing due to small changes in its colors, fonts, and texture. It now looks refreshing without entirely changing its identity.