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A Brief History of the Porsche Crest and a Look at The New 2023 Iteration

Porsche is celebrating its 75th anniversary this year, and one way the automaker is commemorating the milestone is by upgrading its iconic logo. Purists need not worry—the changes are subtle, and the character of the crest remains intact.

“With its cleaner and more state-of-the-art execution, the refined crest communicates the character of Porsche,” Michael Mauer, Vice President Style Porsche said in a press release. “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 iconic crest has been in existence for 71 years. In 1951, Stuttgart doctor and art collector Ottomar Domnick held a design competition to create a logo for the automaker. It was open to students of German art academies and promised a prize of 1,000 German marks to the winner. Porsche executives, however, did not choose a design in this manner.

Austrian-born car importer Max Hoffman suggested some ideas to Ferry Porsche when the automaker was visiting the states. Hoffman believed Porsche should have a seal that would point to its roots and uniquely identify its cars. Ferry made a note on Dec. 27, 1951, writing: “Steering wheel rim decorated with ‘Porsche’ and the Stuttgart crest or similar.”

The crest’s creator ended up being draughtsman and Porsche senior designer Franz Xaver Reimspieß, who made a sketch of the logo in 1952. The emblem appeared on Porsche’s steering wheel rims later that year. The crest appeared on the handle on the bonnet of the 356 Speedster in 1954, and five years later it was included on hubcaps.

As the automaker notes, Reimspieß’s emblem was inspired by Stuttgart’s city seal, which features a rearing horse. The city, founded in 950AD, was known for breeding horses, which are powerful, strong, and agile, characteristics that Porsche cars also embody. The red and black stripes were borrowed from the Württemberg-Hohenzollern traditional crest, and the six antlers were inspired by the region’s coat of arms.

The crest has been updated several times over the years—in 1954, 1963, 1973, 1994, and 2008. In 2019, Porsche even created the QREST, which featured an integrated QR code. The 2023 crest differs slightly from previous iterations in that it features brushed precious metal, a 3D honeycomb structure, an updated horse, and a slightly different gold tone. Like the previous crests, it includes the city name “Stuttgart,” albeit in black letters, which is the home of Porsche’s headquarters.  

Those interested in the vintage and classic crests can still purchase the historical emblems from the automaker.

The 2023 Porsche crest (Porsche AG)

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