“For this reason, the modernised crest became the occasion for us to rework our brand design. “The Porsche crest is an unmistakable symbol and simultaneously a central element of our brand identity,” says Robert Ader, Chief Marketing Officer at Porsche AG. The introduction will start on the vehicle side at the end of 2023. It must also be effective in the brand identity in communications or at the point of sale. The trademark is not only experienced in its physical form on the body and in the interior of the sports car. It was also important to the designers to match precisely the 2D and 3D versions of the crest. Only then can you say with satisfaction: ‘This is exactly how it has to be!’” The second or third look can reveal to you things that you want to optimise, until it finally achieves a harmonious, natural effect. You have to go back to it again and again, sometimes at longer intervals. “A trademark is not designed ‘off the cuff’ within a few days. “The time factor is very important in a maturing process such as this,” Paetzel describes the iterative procedure of designing the crest. With loving attention to detail over a three-year process, Joachim Paetzel, Specialist for Colour and Trim at Style Porsche, worked with design colleagues and marketing experts to carefully modernise the iconic logo. An important aspect, because this is one of the most famous trademarks in the world. Despite a number of revisions, the Porsche crest is still immediately recognisable.

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