New Porsche logo revealed for firm’s 75th anniversary
To celebrate its 75th anniversary this year, Porsche has modernised its iconic crest logo with a new, cleaner design
This year marks Porsche’s 75th anniversary as a manufacturer, and while limited-run models and a headline appearance at the Goodwood Festival of Speed will form part of the celebrations, the firm has also carefully revamped its signature crest logo as it heads towards a new era of electrified cars.
The Porsche crest has appeared on the nose of each model from Stuttgart since its first car – the 356 – was launched in 1948, and the latest variation of the badge adopts a minimalist approach that does away with some of the textured finishes of the outgoing version.
The overall layout is the same, with the seal of Stuttgart placed in the centre – only this time with more prominent black lettering. As before, the crest is split into four sections inspired by the coat of arms of Germany’s Württemberg state, in which Stuttgart is the capital city. The badge’s black and red banding has been tweaked for 2023, with the red sections using a darker 3D honeycomb finish.
The black deer antlers on the badge have also been redesigned slightly, sitting against a smooth gold background rather than the dimpled surface of old. The overall look is more muted than before, with a darker gold surface instead of the previous badge’s more vivid appearance.
Despite the subtle changes, Porsche’s design and marketing teams have spent three years creating the new badge, with the goal of preserving the theme of the original with a cleaner overall look. Expect it to appear on new Porsche models at the end of this year, including the forthcoming 992.2-generation 911.
Speaking on the new design, Vice President of Style Porsche Michael Mauer said: ‘With its cleaner and more state-of-the-art execution, the refined crest communicates the character of Porsche. We have reinterpreted historical characteristics and combined them with innovative design elements such as a honeycomb structure and brushed metal. The result is an aesthetically ambitious arc that bridges the history and the future of the brand.’