Porsche has made a business of continuously evolving its cars. Now, it has applied the same philosophy to its crest.

The brand has today revealed the updated crest that will feature on its cars from the end of 2023, after a design process it says took three years.

“With its cleaner and more state-of-the-art execution, the refined crest communicates the character of Porsche,” said Michael Mauer, vice president of style at 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.”

What’s changed? The new crest features honeycomb on its horizontal red elements, a simpler brushed metal-finish gold background with less texturing, and a modernised horse at its centre.

Porsche says it has been tested in hot and cold conditions, and has been designed to work inside and outside the car, or in 3D (a traditional badge) and 2D (online, in print, and in cars with stickers for badges) applications.

The brand says it’s been using variations of the same crest since 1952. It’s been updated in 1954, 1963, 1973, 1994, and 2008.

This latest redesign coincides with the 75th anniversary of the first Porsche 356 – an anniversary being celebrated throughout 2023.

“The Porsche crest is an unmistakable symbol and simultaneously a central element of our brand identity,” said Robert Ader, Porsche chief marketing officer.

“For this reason, the modernised crest became the occasion for us to rework our brand design.”

Porsche isn’t the only brand to give its logo a redesign lately. Kia (or should that be KN?) has recently overhauled its badge, while BMW, Renault, and Peugeot have also undergone transformations.

Fast facts about the Porsche crest

  • The horse in the middle of the crest is a nod to its home in Stuttgart, Germany. Literally translated, Porsche says Stuttgart means “stud garden” – or horse breeding.
  • The black and red, along with the antlers, have been taken from the crest of the region housing Stuttgart when Porsche was founded.
  • The designer responsible for the Porsche crest was also thought to have designed to Volkswagen logo.
Scott Collie

Scott Collie is an automotive journalist based in Melbourne, Australia. Scott studied journalism at RMIT University and, after a lifelong obsession with everything automotive, started covering the car industry shortly afterwards. He has a passion for travel, and is an avid Melbourne Demons supporter.

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