The Porsche crest is not just any logo—it is one of the most recognizable symbols in the world. However, it might surprise you to learn that Porsche actually considered replacing it at one point. In fact, the proposed alternatives were quite different from the original design that we know today.
The story of the Porsche crest begins in 1952, when Porsche’s first sports car, the 356, had already been in production for four years. At that time, the company used simple block lettering to spell out the Porsche name for identification. However, some early fans, such as Dr. Ottomar Domnick and U.S. importer Max Hoffman, felt that a logo would give the brand a more distinctive identity.
In early 1952, Porsche hired Franz Xaver Reimspiess, the designer behind the current Volkswagen and Mercedes-Benz logos, to create the logo. It was Ferry Porsche, the son of the company’s founder, who came up with the idea of using the seal of the city of Stuttgart as inspiration for the design. This seal features a black prancing horse, which became the iconic feature of the Porsche crest. The antlers in the logo were taken from the coat of arms of the former German state Württemberg-Hohenzollern, which is now part of the state of Baden-Württemberg. Stuttgart is the capital of Baden-Württemberg.
Interestingly, the use of gold in the crest was meant to represent victory. However, this combination of colors and graphics proved to be difficult to print on sales material at the time. Moreover, some dealers were not happy with the design. In 1961, they even wrote to Hermann Lapper, Porsche’s head of advertising, to complain that the logo was too complicated and not easily recognizable. They suggested a simpler design, inspired by Volkswagen’s VW or Mercedes-Benz’s three-pointed star. It is worth noting that Reimspiess had also designed the logos for these two brands.
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In response to the criticism, Porsche hired Hanns Lohrer, a commercial artist known for his influential posters and advertisements at Porsche in the 1950s and ’60s, to create a new logo. This logo was intended for use on the upcoming 911, which was originally going to be called the 901 but had to be renamed due to trademark issues. Lohrer’s designs, which are now being revealed to the public for the first time, mostly relied on the letter P and were influenced by the Bauhaus movement.
Despite these alternative designs, Porsche ultimately decided to stick with the crest logo. Over the years, there have been multiple revisions to the logo, in 1954, 1963, 1973, 1994, 2008, and most recently in 2023. However, the essence of the crest has remained the same, with its distinctive black prancing horse and antlers. For those restoring older Porsches, the Porsche Classic department offers badges with the earlier designs.
Today, the Porsche crest is as iconic as the 911 itself. It is a symbol of the brand’s rich history and its commitment to excellence and innovation. The logo represents the elegance, power, and precision that Porsche vehicles are known for. Whether you see it on the hood of a classic Porsche 356 or on the latest 911, the crest instantly communicates the spirit of this legendary automotive brand.
In conclusion, while Porsche considered replacing its crest logo at one point, the company ultimately decided to stick with the design that has become synonymous with its brand. The crest, with its black prancing horse and antlers, is a symbol of Porsche’s legacy and its commitment to producing exceptional sports cars. Through various revisions over the years, the logo has evolved but has always retained its iconic and timeless appeal. It is a testament to the enduring power of design and the mark that a simple logo can leave on the world.
