The Evolution of an Icon: The Story Behind the Porsche Logo
A Legacy in Design And Heritage.
Few automotive emblems are as instantly recognizable as the Porsche crest.
A symbol of heritage, performance, and craftsmanship, the logo has adorned Porsche vehicles since 1952, evolving subtly over the decades while remaining true to its origins.
Let’s take a closer look at the fascinating story behind this emblem — a story that began with a bold idea and a global vision.
The Origins: A Vision from New York
While the Porsche name first appeared on the bonnets of Zuffenhausen-built sports cars in 1950, the idea of a dedicated emblem took shape a year later — surprisingly, not in Germany, but in New York City.
Max Hoffman, an Austrian-born car importer and one of the earliest champions of Porsche in the U.S., recognized the potential of branding in an emerging global market. At a business dinner with Ferry Porsche in 1951, he proposed the creation of a crest that would embody the company’s roots, its commitment to quality, and the dynamic spirit of its cars.
A Crest Takes Shape
In search of the perfect design, Porsche, alongside Stuttgart-based physician and Porsche enthusiast Ottomar Domnick, organized a competition among German art academies. However, none of the submissions fully captured the essence of the brand.
Instead, the final concept was developed in-house, with designer Franz Xaver Reimspiess drawing inspiration from Stuttgart’s city seal — a rearing horse symbolizing power and agility — placing it at the heart of the shield. Surrounding the horse, red and black stripes and stylized antlers referenced the traditional coat of arms of Württemberg-Hohenzollern, paying homage to the region where Porsche was founded.
The finishing touch? The name “Porsche” arched prominently over the crest, reinforcing the marque’s identity.
Refinement Through the Decades
First appearing on the steering wheel of the Porsche 356 in 1952, the crest quickly became a hallmark of Porsche design. Over the years, it found its way onto hubcaps, hoods, and steering wheels, subtly evolving while maintaining its distinct identity. The changes have been minimal — slight refinements to proportions, textures, and details rather than dramatic redesigns. One of the most notable deviations came with the race-focused 911 GT3, where a painted crest replaced the traditional enamel badge, shaving off precious grams in pursuit of performance.
In June 2023, to mark the 75th anniversary of Porsche sports cars, the brand unveiled the seventh iteration of its crest. The update preserves the core elements of the original while incorporating modern refinements — sharpened textures, a cleaner look, and a contemporary finish — all designed to carry the emblem into the future while respecting its heritage.
An Emblem of Timeless Excellence
For over 70 years, the Porsche logo has remained a symbol of prestige, innovation, and enduring quality. It has evolved alongside the brand, adapting to new eras while honoring its legacy.
Whether on a vintage 356 or the latest 911, the crest represents more than just a marque — it embodies the spirit of Porsche, a commitment to excellence that continues to drive the brand forward.