History of The Porsche Logo

History of The Porsche Logo

Unlike many automotive logos, the Porsche logo hasn’t changed much since it’s first appearance in 1952. The first appearance of the Porsche logo was in the steering wheel of a model 356. The Porsche logo is actually a combination of two different coat of arms combined.

Description of the Porsche Logo

The Porsche logo takes up the shape of a heater shield. The word “Porsche” is written in capital letters across the top of the shield in black. In the center of the shield is a smaller shield with the word “Stuttgart” written in capital letters across the top in black. The smaller shield is gold in color with a black horse in the center. The horse is standing with it’s two front feet off of the ground. The larger shield is divided into four quadrants with a horizontal and vertical line converging in the center. The dividing lines disappear behind the smaller shield but would be meeting in the direct center of the shield. There are two distinct patterns featured on the larger shield. The upper left and lower right quadrant display matching patterns, as do the upper right and lower left. The upper left and lower right quadrant feature three antlers each, in front of a gold background. The upper right and lower left quadrants show four horizontal stripes each, altering in color between black and red. Black being the color of the highest stripe and red being the color of the lowest stripe.

Contributing Factors of the Porsche Logo

The Porsche logo is the combination of two coats of arms. The first is the Württemberg coat of arms and the second is the Stuttgart coat of arms. Wurttemberg is one of sixteen German states. It is the most southwestern state in Germany. Wurttemberg borders both France and Switzerland. Stuttgart is the capital of Wurttemberg which is where the Porsche headquarters were, and still are located.

The Porsche Logo Origin Story

There is some ambiguity as too how the Porsche logo came into existence. Some say the logo was first designed by Ferry Porsche and Max Hoffman. Ferry Porsche being Ferdinand Porsche’s son and Max Hoffman being a North American Porsche distributor. The alternative story is that Ferdinand Porsche asked Franz Xaver Reimspiess to create a logo design for the company. Franz Xaver Reimspiess was a designer who had previously designed the Volkswagen logo. The reason why the regional symbols were chosen to base the companies off of remains unknown.

Wurttemberg Coat of Arms

Wurttemberg Coat of Arms 1922
Wurttemberg Coat of Arms 1922

The Wurteemberg coat of arms has historically featured antlers along with black and red stripes. The antlers being found in the upper left and lower right of a heater shield and black and right alternating horizontal stripes in the upper right and lower left quadrants. The Wurttemberg coat of arms dates back to the 12 century and several different versions have been used through the years. The large heater shield used in the Porsche logo is almost identical to the versions of the Wurttemberg coat of arms from 1922 to 1945. The differences include the word “Porsche” written on top of the Porsche logo. The Wurttemberg Coat of Arms also features a pair of deer outside of the heater shield which is not seen in the Porsche logo.

Stuttgart Coat of Arms

The Stuttgart coat of arms features a black horse in the center of a yellow or gold heater shield. It is basically identical to the small heater shield in the center of the Porsche. The only difference I notice is that the Porsche logo has the word “Stuttgart” written on top.

Changes to the Porsche Logo Over the Years

It is widely known that the Porsche logo is one of the least changed logos over time. Why mess with perfect, right? There have been a few minor alternations over the years. In 1973, the red parts of the logo were changed to a different shade. They went from a standard red (close to primary red) to a darker, maroon-like shade. In 1993, the font of the word “Porsche” was changed from gold to black. In 2008, the red components were changed back to a shade of red closer to a primary red shade. The gold components were changed to less-shiny, duller shade in 2008.


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