Porsche Revises Its Famous Badge, Coming To Cars Late 2023

The changes to the revised badge, which is expected to make its first appearance on the third-generation 2024 Porsche Panamera at the end of this year, are best described as subtle, despite Porsche's claims that it took no less than three years to tweak. Porsche says it was critical that the badge remained "instantly recognisable," but that the update was required to connect the 75-year-old automaker's past with its electrified future.

According to Porsche, the new badge has a "more substantial silhouette" than the current crest, which was last updated in 2014. However, it is heavily influenced by the original emblem, which was first introduced in 1952. Designers and consultants decided to widen the top of the crest while narrowing the bottom as part of the process.

Meanwhile, some of the graphics are more recessed, while others are said to have a three-dimensional appearance. The colours have also been changed. When viewed side by side, you may notice that the gold has a darker tint than before. The lettering is also thinner and simpler, and Porsche claims that it is "more modern" while maintaining a "traditional touch."

A 3D honeycomb finish for the burgundy stripes, a cleaner brushed metal background for the lettering, and newly designed antlers are among the other changes. The prominent horse in the centre of the badge is also updated, with a "more dynamic and angry" appearance, according to Porsche. It also now sits beneath the 'STUTTGART' lettering, which is appropriate given that it is the mascot of the German city.

“When we presented the crest, there was always the desire to actually feel it and not only look at it,” said Porsche’s chief sports car designer Matthias Kulla.

“The effect it has, not just as a graphic but as a 3D piece, was a very strong focus, The original 1952 logo was created by Franz Xaver Reimspiess, who also created the Volkswagen emblem in 1936.

At first, the Porsche roundel only appeared on the Porsche 356’s steering wheel, before further badges were integrated on the door handles. It wasn’t until November 1954 the famous crest first migrated to the Porsche 356 Speedster’s bonnet.

Despite rolling out its new logo from the end of this year, Porsche says it will continue to make and sell the 1952, 1963, 1973, 1994 and 2008 badges for owners of its classic models.