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Porsche mulled replacing its logo with one of these designs

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Porsche logo redesign

Porsche Contemplated Replacing its Emblem with Alternative Designs

The emblem of Porsche is globally renowned for its distinctiveness, but there was a time when Porsche contemplated replacing it—and the proposed alternatives were a far cry from the original.

Delving into its archives, Porsche has uncovered some of the alternative designs that were considered throughout its history.

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Alternative Logo Designs by Porsche

The birth of the crest logo dates back to 1952, when Porsche’s inaugural sports car, the 356, had already been in production for four years. Initially, the car was identified by a straightforward block lettering of the Porsche name.

At the suggestion of an early enthusiast, Dr. Ottomar Domnick, and later the renowned U.S. importer Max Hoffman, Porsche enlisted the services of Franz Xaver Reimspiess in early 1952. Reimspiess, the designer behind the current Volkswagen and Mercedes-Benz logos, was tasked with creating the logo. The inspiration for using the seal of the city of Stuttgart came from Ferry Porsche, son of Ferdinand Porsche, the founder. The seal featured the black prancing horse that now adorns the Porsche crest, while the antlers were derived from the coat of arms of the former German state Württemberg-Hohenzollern, which is now part of the Baden-Württemberg state with Stuttgart as its capital.

Revised Porsche Crest Logo – June 2023

Additionally, Porsche introduced gold into the logo as a symbol of triumph. However, this amalgamation of colors and graphics proved challenging to reproduce on sales materials at the time, according to the automaker. Furthermore, several dealers expressed their dissatisfaction with the design. In fact, in 1961, they even wrote letters to Hermann Lapper, Porsche’s head of advertising, voicing their concerns that the logo was excessively intricate for easy recognition. They yearned for something simpler, akin to Reimspiess’ designs for Volkswagen’s VW logo or Mercedes-Benz’s three-pointed star.

Consequently, Porsche enlisted the skills of Hanns Lohrer, a commercial artist renowned for his influential posters and advertisements at Porsche during the 1950s and ’60s. Lohrer was tasked with creating a new logo specifically for the forthcoming 911, which would debut in 1963 under the name 901. These previously undisclosed designs, predominantly influenced by Bauhaus principles and the letter P, are now being unveiled to the public for the first time.

Ultimately, Porsche chose to retain the crest logo, which has since become as iconic as the 911 itself. However, the logo has undergone several revisions over the years, occurring in 1954, 1963, 1973, 1994, 2008, and most recently in 2023. Restorers of vintage Porsches can always find badges featuring earlier designs through the Porsche Classic department.

Frequently Asked Questions (FAQs) about Porsche logo redesign

The Porsche logo, known as the crest, has a rich history. It was created in 1952 by designer Franz Xaver Reimspiess, who also designed logos for Volkswagen and Mercedes-Benz. The logo draws inspiration from the seal of the city of Stuttgart, featuring a black prancing horse and antlers from the coat of arms of the former German state Württemberg-Hohenzollern.

Yes, Porsche considered alternative designs for its logo. Initially, some dealers expressed dissatisfaction with the complexity of the crest logo and suggested simpler designs like those used for Volkswagen’s VW logo or Mercedes-Benz’s three-pointed star. Porsche also explored alternative designs for the forthcoming 911 model, which were influenced by Bauhaus principles and prominently featured the letter “P.”

Has the Porsche logo undergone any revisions?

Yes, the Porsche logo has undergone multiple revisions over the years. Revisions were made in 1954, 1963, 1973, 1994, 2008, and most recently in 2023. These revisions aimed to refine and enhance the logo while maintaining its iconic status. Restorers of older Porsches can find badges featuring the earlier logo designs through the Porsche Classic department.

How significant is the Porsche logo to the brand?

The Porsche logo is highly significant to the brand. It is widely recognized and has become synonymous with Porsche itself. The logo is a symbol of the brand’s heritage, craftsmanship, and performance. While alternative designs were considered in the past, Porsche ultimately chose to retain the crest logo, and it has become an integral part of the brand’s identity.

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5 comments

PorscheFan23 July 20, 2023 - 12:31 am

porsche logos rly cool!! luv how they kept the crest logo cuz its so iconic & historic. they looked at other designs but ppl wanted simpler ones like vw or benz. but the crest is still da best!

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SpeedDemon55 July 20, 2023 - 3:26 am

man, the porsche logo is classic! been around since the 50s. they thought bout changing it but decided not to. i think it’s smart, makes it unique. the logo on the 911 is my fav, so sleek & simple!

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VintageCarCollector July 20, 2023 - 3:55 am

i restore old porsches and love the logo history. the badges with earlier designs are cool to find. gotta check out porsche classic department for those. they keep the legacy alive!

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CarEnthusiast87 July 20, 2023 - 5:18 am

porsche logo got a long history. franz xaver reimspiess made it in 1952. it got black horse & antlers. ppl wanted easier logo but porsche stayed with the crest. i think it’s gr8 they keep revising it, keeps it fresh!

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LogoDesignGeek July 20, 2023 - 4:49 pm

porsche logo is so iconic, it’s a symbol of luxury & performance. the inspiration behind it is interesting, with the horse & antlers. and the bauhaus influence on the 911 logo, genius! kudos to the designers.

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