Porsche logo

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Porsche logo
Porsche is the German automobile marque, specialized in the production of luxury and sports vehicles. The company was established in 1931 and named after its founder, Ferdinand Porsche. Today one of the world’s best-known high-class car brands is owned by Volkswagen Group and distributes its cars all over the globe.

Meaning and history

 
Porsche is the marque, which values traditions and mixes them with innovations. All of the luxury cars are the brand feature timeless elegance and beauty outside and the latest technologies inside. The same is with the company’s logo — historic legacy is enclosed into a frame of style, power, and exclusiveness.
The Porsche logo was introduced in 1952 and hasn’t changed much since then, as it had everything the brand needed — uniqueness, grace, and memorability.

Prehistory

Porsche logo history

The brand, established in Stuttgart, adopted the crest of Wurttemberg as its emblem, to celebrate the history and roots. Stuttgart was the capital city of the Wurttemberg, a region of Germany, famous for its horse farms.
The coat of arms of Wurttemberg State was created in 1922 — a large crest with two deers on both sides. It was modified in 1948 after the state was expanded and became Wurttemberg-Hohenzollern.
The coat of arms of Stuttgart with a black horse on a yellow background was designed in 1938. This crest became the most recognizable part of the Porsche logo.

1952 — Today

Porsche logo
The logo the whole world knows today is composed of a golden crest, which consists of four segments and has a smaller crest in the middle. The wordmark is written along the upper part of the crest, in black modern sans-serif.
The four segments of the badge have two different ornaments: the upper left and bottom right parts depict three antlers each, and the upper right and bottom left segments have burgundy and black stripes on them, which are also taken from the Wurttemberg heraldry.
The smaller crest, located in the center of the badge depicts a black horse with a delicate “Stuttgart” inscription in sans-serif above it.
In 1963 an additional text-based logo was created for the brand. This logotype can be used on its own or placed under the ornate gold emblem. The custom sans-serif typeface of all-caps wordmark looks powerful and confident with clean smooth lines, which are slightly extended and flattened.

Symbol

Porsche Symbol
The main element of the logo is a rampant black horse. For many people it is associated with freedom, speed, and great strength, but those who are familiar with heraldry can get a deeper notion of the symbol. The rampant horse is a reference to Stuttgart coat of arms – this German city houses the headquarters of the company. Four attached sections are taken from the coat of arms of the Kingdom of Württemberg, a currently nonexistent state which used to have Stuttgart as the main city. Antlers are the symbol of natural resources. Red and black stripes are combined to remind of classical traditions and the tendency of self-perfection (the unity of equipment and technologies).

The brand produced designs for heavy tanks, like the Tiger I and the Tiger II, amphibious off-roaders and the classical “car for people”, later known as Volkswagen Beetle.

Emblem

Porsche Emblem
The emblem of Porsche has gone through several updates during the long history of the brand’s existence. However, those changes were not very significant, they were mainly decorative. In particular, the horse was changed. Thus, in 1994, its head got smaller, while its body became thinner.

Print logo

Print Porsche logo
The text placed in the upper part of the logo has always played an important role. The font hasn’t undergone major changes; the peculiarities of the lettering remain the same. In 1994, the gold colour turned into black. From the one hand, it made the logo look more “democratic” as “steel” replaced “gold”. Moreover, such a combination highlighted the black text on the gold background.

Colour

Colour Porsche logo
The red colour in the logo has gained different tints – from red in 1954 to orange in 1963 and violet in 1973. In 1994, they added golden lines between the colours, which made the sign sharp-cut and well-defined.
The colour of the print also changed from gold to black.