Porsche launches a new, modernized but perfectly recognizable shield that will be introduced on vehicles at the end of 2023. An icon since 1952.
Miguel de Unamuno is credited with the phrase “progress consists in renewal”, from which the popular saying ‘renew or die’ was born. To move forward, you need to make changes, even subtle ones. And this is what Porsche has done with its new logo, coinciding with the 75th anniversary of its foundation.
Porsche debuts a new, modernized yet highly recognizable shield, which will be introduced on vehicles at the end of 2023. Brushed precious metal, a three-dimensional honeycomb structure, a new horse pattern and a more subtle gold color are some of the differences compared to the logo. former.
With great attention to detail and over a three-year process, the designers at Style Porsche, together with the sports car manufacturer’s marketing experts, have carefully updated the iconic logo.
According to Vice President of Style Porsche, Michael Mauer, “the new emblem communicates the character of Porsche. We’ve reinterpreted historic features and combined them with innovative design elements like a honeycomb frame and brushed metal. The result is aesthetically ambitious and builds a bridge between the history and the future of the brand.”
Porsche debuts new shield
Despite numerous changes, the Porsche Crest remains immediately identifiable. An important aspect, since it is one of the best-known brands in the world.
Joachim Paetzel, Color and Trim Specialist at Style Porsche, worked for three years with his fellow designers and marketing experts to methodically and thoroughly modernize the iconic logo.
It was also important to the designers to accurately match the 2D and 3D versions of the shield. It is not only reflected in its physical form in the bodywork and in the interior of the sports car, it must also be effective in communications or at the point of sale. The introduction into vehicles will start at the end of 2023.
An icon since 1952
Porsche has used the shield since 1952 and updated it in 1954, 1963, 1973, 1994 and 2008. All of them are available in Porsche Classic for old and new cars, within the original parts catalogue. Some are made through elaborate processes such as new versions based on original drawings and using special tools.
“The Porsche Crest is an unmistakable symbol and at the same time a central element of our brand identity, which is why it was a good time to rework its design,” says Robert Ader, Porsche Marketing Director.
