Even keen spy photographers were surprised by this Porsche makeover. We were aware that the Stuttgart-based sports car manufacturer was working on updated models of the 911 and Panamera, but we were unaware that the hood badges used to identify those vehicles would also be changing.
The new emblem, which is a subtly updated version of the crest originally used in 1952 and will be implemented on automobiles towards the end of 2023, is the product of an absurdly drawn-out three-year design and development process planned to coincide with Porsche's 75th anniversary this year.
Porsche was never going to drastically alter its renowned shield, and when you first glance at the new version in isolation, the changes might not be immediately apparent. The fundamental components are still present, including the Porsche name at the top, the horse in the middle, and the four quadrants with antlers and black and red stripes. However, it's very simple to identify the new parts when you compare the old and new versions side by side, like in the picture at the top of this piece.
The first difference is that the entire emblem now has a brushed metal aesthetic rather than its former glitzier golden appearance. Porsche also eliminated the background's wavy texture, gave the red bars a honeycomb design, and highlighted the word "Stuttgart" in black. Did you notice that the horse appears to be a bit more adamant and is jumping a little higher on its rear legs? There are also small changes to the contour of the six horns. However, it doesn't quite leap as high as Ferrari's horse does.
These components work together to create a badge that is both more contemporary than the one it replaces and still easily recognisable. Because this isn't the first time Porsche has modified its crest, the earlier updates are also still in effect. Changes were also made in 1954, 1963, 1973, 1994, and 2008.
Prior to the 1952 debut of the crest, Porsche vehicles were recognisable by lettering bearing the company name. An open competition to discover an acceptable trademark design was organised in 1951, but no submissions were judged adequate. Franz Xaver Reimspieß, a draughtsman who is said to have also developed the first VW emblem in 1936, created the final design. The black and red segments and deer antlers were derived from the historic crest of Württemberg-Hohenzollern, while the horse was taken from the seal of Stuttgart.
