Porsche has made it its task to continuously improve its cars. Now it has applied the same philosophy to its coat of arms.
The brand today unveiled the updated crest, which will be seen on its cars from late 2023, after a design process that is said to have taken three years.
“With its clearer and more modern execution, the refined crest conveys the character of Porsche,” said Michael Mauer, Vice President of Style at Porsche.
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“We have reinterpreted historical features and combined them with innovative design elements such as a honeycomb structure and brushed metal. The result is an aesthetically sophisticated arc that connects the history and future of the brand.”
What has changed? The new crest features honeycombs on its horizontal red elements, a simpler gold background with a brushed metal finish and less texture, and a modernized horse in the center.
According to Porsche, it has been tested in hot and cold conditions and designed for use inside and outside the car, as well as for 3D applications (a traditional badge) and 2D applications (online, in print and in cars with stickers for badges).
The brand claims to have used variations of the same coat of arms since 1952. It was updated in 1954, 1963, 1973, 1994 and 2008.
This latest restyling coincides with the 75th anniversary of the first Porsche 356 – an anniversary that will be celebrated in 2023.
“The Porsche crest is an unmistakable symbol and at the same time a central element of our brand identity,” said Robert Ader, Head of Marketing at Porsche.
“For this reason, the modernized coat of arms was an opportunity for us to revise our brand design.”
Porsche isn’t the only brand to have had its logo redesigned lately. Kia (or should that be KN?) recently revamped its logo, while BMW, Renault and Peugeot have also seen changes.
Fast facts on the Porsche crest
- The horse in the center of the coat of arms is a nod to his home in Stuttgart, Germany. Literally translated, according to Porsche, Stuttgart means “stud” – i.e. horse breeding.
- The colors black and red as well as the antlers are taken from the coat of arms of the Stuttgart region where Porsche was founded.
- The designer responsible for the Porsche crest is also said to have designed the Volkswagen logo.