The Stuttgart-based car manufacturer Porsche is presenting a new coat of arms on the occasion of "75 years of Porsche sports cars". The trademark now embodies history and the future.
Zuffenhausen - The car manufacturer Porsche has been excelling for many years with its sporty design and luxurious design. Now the carmaker from Stuttgart is daring to make a change: the well-known trademark has been revised. Since 1952, Porsche has borne the coat of arms with the red and black stripes, the stylized poles of deer antlers and the ascending horse in the middle. After more than 70 years, it was once again time to modernize the logo.
New Porsche crest creates an "arc of suspense between the history and future of the brand"
"The '75 Years of Porsche Sports Cars' anniversary was the occasion for us to revise the trademark," says Michael Mauer, Head of Style Porsche. Already in the years 1954, 1963, 1973 and 1994 and most recently in 2008, the coat of arms was given a new coat of paint. Brushed precious metal, three-dimensional honeycomb structure, refreshed heraldic animal and more subtle gold color now make up the design, explains the Zuffenhausen-based car manufacturer.
"We have reinterpreted historical elements and combined them with innovative design elements such as a honeycomb structure and brushed metal. The result is an aesthetically sophisticated arc of tension between the history and future of the brand," explains Mauer.
The various Porsche crests from previous years. On the far right is the latest design. © Porsche AG
With the latest design of the coat of arms, the "cleaner and modern" character of the sports car manufacturer is conveyed and yet it remains recognizable at first glance. The developers took three years to develop the latest design. "The time factor is very important in such a maturation process," says Joachim Paetzel, Color and Trim specialist at Style Porsche. After all, a trademark is "not designed 'quickly' within a few days". The first vehicles will not be equipped with the new Porsche crest until the end of 2023.
Exciting 6 facts about the well-known Porsche crest
The various Porsche crests from the past 71 years are available worldwide from Porsche Classic as part of the Genuine Parts range. The historic trademark has some exciting facts to provide that certainly not every fan of the Stuttgart-based car manufacturer has heard. Here are six exciting facts about the coat of arms:
- The ascending horse in the middle of the Porsche coat of arms comes from the Stuttgart city seal. This goes back to a horse breeding ("mare garden"). Together with the name of the city, the car manufacturer is thus committed to its Swabian homeland.
- The black and red stripes as well as the poles of a deer antler are taken from the traditional coat of arms of Württemberg-Hohenzollern.
- In 1951, Porsche was looking for its trademark by means of a competition. The Stuttgart physician and art collector Ottomar Domnick launched a competition at German art academies for this purpose. 1,000 DM were put out to tender for the development of a logo, but in the end no design met the expectations of Porsche's management.
- The coat of arms was finally designed by Franz Xaver Reimspieß at the beginning of 1952 in a first original form. The highly talented designer is also said to have designed the Volkswagen logo in 1936.
- The sports car manufacturer had its coat of arms protected as a trademark (DE 1952) in 657728. It may only be commercially exploited with the consent of Porsche AG.
- The trademark was first used on a Porsche only four years after it was developed. The logo first appeared on the steering wheel hub in late 1952 before being integrated into the handle on the front hood of the 1954 Speedster in November 356. From 1959 it also adorned the hubcaps of sports cars.
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(Source: Porsche AG)