Why did it take three years to redesign a logo?

 Porsche gave 'loving attention to detail' to its iconic crest

Porsche has redesigned its iconic logo, a process that took three years.

On first impressions, it’s hard to spot the changes given how subtle they are. But with such a well-known symbol the German luxury car brand was never going to do anything too radical.

The new logo now includes brushed metal, a honeycomb design and a slightly different black horse.

But why did it take three years to redesign it?

Joachim Paetzel, Specialist for Colour and Trim at Style Porsche, worked with design colleagues and marketing experts to carefully modernise the iconic logo.

“A trademark is not designed ‘off the cuff’ within a few days. You have to go back to it again and again, sometimes at longer intervals,”Paetzel said.

“The second or third look can reveal to you things that you want to optimise, until it finally achieves a harmonious, natural effect. Only then can you say with satisfaction: ‘This is exactly how it has to be’”.

It was also important to the Porsche designers to match precisely the 2D and 3D versions of the crest.

“The time factor is very important in a maturing process such as this,” Paetzel added.

Porsche has used the crest since 1952 and said it wanted the new logo to be modernised but easily recognisable.

The introduction will start on the vehicle side at the end of 2023 and marks 75 years of Porsche sports cars.

“The ‘75 years of Porsche sports cars’ anniversary was the occasion for us to rework this trademark,” said Michael Mauer, Vice President Style Porsche.

“With its cleaner and more state-of-the-art execution, the refined crest communicates the character of Porsche. The result is an aesthetically ambitious arc that bridges the history and the future of the brand”.

The new Porsche crest was also subjected to extensive testing in order to meet the highest quality standards These included a climatic cycle test at the Porsche Development Centre in Weissach, Germany.