Porsche unveils redesigned crest

Published: 01 June 2023

► A more modern look
► On cars towards the end of the year
► Historic crests still available

Porsche has revealed a redesigned crest, which will be used on cars towards the end of 2023. As you’d expect from the makers of the 911, the new crest is an example of evolution rather than revolution – you’d be hard pressed to notice the differences at a glance. Still, the badge you see above is the product of a three-year collaboration between marketing experts and Style Porsche. 

‘The ‘75 years of Porsche sports cars’ anniversary was the occasion for us to rework this trademark,’ says Michael Mauer, Vice President Style Porsche. ‘With its cleaner and more state-of-the-art execution, the refined crest communicates the character of Porsche. We have reinterpreted historical characteristics and combined them with innovative design elements such as a honeycomb structure and brushed metal. The result is an aesthetically ambitious arc that bridges the history and the future of the brand.’

What’s actually different? 

This rebrand isn’t on the scale of Kia, but look closely and there are some obvious changes. There are less textures overall, with the badge maintaining a cleaner look. In the centre, Stuttgart (the home of Porsche) now sites proudly in black, whereas on previous iterations of the badge it was either carved or embossed.

There are still textures on the badge though; the red areas of the crest are now finished with a honeycomb pattern which helps convey a techier, more modern look. Compare it to the original 1952 badge, for example. 

Porsche will be using the crest on all models towards the end of the year, though historic crests are available through Porsche Classic.

By Curtis Moldrich

CAR's Digital Editor, F1 and sim-racing enthusiast. Partial to clever tech and sports bikes