The tweaks are minor, but fans will spot them immediately.
Porsche has a new crest, and it will be introduced on the sports car maker's vehicles at the end of 2023. By new, we mean slightly tweaked because changing the crest of arguably the best sports car builder in the automotive industry would be stupid. Instead of pulling a Buick, the designers of Style Porsche and the marketing department came together to modernize the iconic logo.
"The '75 years of Porsche sports cars' anniversary was the occasion for us to rework this trademark," says Michael Mauer, Vice President of Style Porsche. "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."
The Porsche crest has existed since 1952 and was updated in 1954, 1963, 1973, 1994, and 2008. All of these crests can still be purchased. Porsche is famous for looking after customers that own its vintage cars and constantly introducing updates for older models.
The new crest is made from brushed precious metal, and the stallion in the middle has been given a slight upgrade along with a more in-your-face reference to where Porsche is based. The rising horse is borrowed from the seal of the city of Stuttgart, while the antlers and black-and-red stripes were taken from the crest of Wurttemberg-Hohenzollern. Porsche made the "Stuttgart" lettering less visible in 2008, but now it's black. The gold color is more subtle, while the red stripes have been given a three-dimensional honeycomb design.
It takes a real Porsche nerd to identify the differences between the crest currently found on the nose of the beloved 911 and the updated one that will be pasted to its nose at the end of the year.
Our resident Porsche fanboys were able to identify the differences immediately. It's still instantly recognizable, which means a great deal of thought and attention to detail went into the design. Three years to be exact, according to Porsche.
"The time factor is very important in a maturing process such as this," said Joachim Paetzel, Specialist for Colour and Trim at Style Porsche. "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!'"
Why now? According to Porsche's Chief Marketing Officer, Robert Ader, the brand will adopt a new brand identity at the 75th Porsche sports car anniversary show on June 8, 2023.
"The Porsche crest is an unmistakable symbol and simultaneously a central element of our brand identity," said Ader. "For this reason, the modernized crest became the occasion for us to rework our brand design."
Porsche is on the cusp of reinventing itself, and the German brand may choose the sports car anniversary to introduce "the sports car of the future," which may be the all-new, all-electric 718 Boxster and Cayman successor. The Macan is also going electric, and the Cayenne recently received one final significant facelift before it also adopts electrification.
Fear not, for internal combustion will likely always be a part of Porsche's DNA. The brand will use synthetic fuel to keep the 911 alive and well, but even so, the model split will eventually be 20% gas and 80% EV.