Modernised Porsche crest
With great attention to detail and in a three-year process, the designers of Style Porsche, together with the marketing experts of the sports car manufacturer, have carefully modernised the iconic logo. The introduction will start on the vehicle side at the end of 2023.
“The ‘75 years of Porsche sports cars’ anniversary was the occasion for us to rework this trademark,” says Michael Mauer, Vice President 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.” Despite a number of revisions, the Porsche crest is still immediately recognisable. An important aspect, because this is one of the most famous trademarks in the world. With loving attention to detail over a three-year process, Joachim Paetzel, Specialist for Colour and Trim at Style Porsche, worked with design colleagues and marketing experts to carefully modernise the iconic logo.
“The time factor is very important in a maturing process such as this,” Paetzel describes the iterative procedure of designing the crest. “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 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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