Yup – you’re looking at the new Porsche crest that’ll be making its way onto its cars starting this year, in conjunction with the marque’s 75-year anniversary. Need some help? Here’s everything that’s new – brushed precious metal texture, three-dimensional honeycomb structure, refreshed crest animal, and a more subtle gold colour.
Porsche says the update process took its designers from Style Porsche three whole years to complete, thanks to the team’s “loving attention to detail” in reinterpreting the emblem’s historical characteristics. “The result is an aesthetically ambitious arc that bridges the history and the future of the brand,” says Style Porsche vice president, Michael Mauer.
Despite the changes, though, the new Porsche crest remains largely… identical to its predecessors. Porsche says that’s by design, as the crest is already “one of the most famous trademarks in the world”. So what took them three years to do?
“The time factor is very important in a maturing process such as this,” said Style Porsche colour and trim specialist, Joachim Paetzel. “The 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 optimise, until it finally achieves a harmonious, natural effect. Only then can you say with satisfaction: ‘This is exactly how it has to be!’”
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Porsche designers also paid extra attention to match the 2D and 3D versions of the crest, as it will also need to stand out in the brand’s communications on other avenues. The new crest will help kick-start a refreshed brand identity for the marque, where the ‘Porsche’ wordmark will also take on a more important role in its brand image.
If you do actually prefer the older crests, though, all of the historical crests will still be available worldwide from Porsche Classic, which you’ll be able to buy for both vintage and new cars. With a history dating back to 1952, some of the older ones were also redeveloped with new elaborate processes and new tooling based on their original drawings, in order to pass extensive quality testing.
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