When it comes to luxury car brands, Porsche is one of the most famous and recognizable luxury car manufacturers in the world. This brand has a long and interesting history dating back to 1931 when it was founded by Ferdinand Porsche in Stuttgart, Germany. The cars manufactured by Porsche are known for their power, their speed, and the high-quality of their finish. They are the epitome of style and are often a status symbol driven by the rich and famous. One reason for this company’s success is its strong branding which has helped it to achieve brand recognition. An important element of the branding of their cars is the logo.
Most people will instantly recognize this company’s logo and be able to identify the car on which it is displayed as a Porsche. The bold logo design is in the shape of a shield that is divided into quarters with two quarters gold with black deer antlers and two quarters with red and black stripes. A horse rearing up on its hind legs features in the center of the shield, just below the word ‘STUTTGART’ and the top of the shield displays the word ‘PORSCHE’.
While this logo may seem like the work of a clever marketing consultant or a talented graphic designer that has come up with an interesting design, it wasn’t a logo that was just a lucky accident. This logo is actually symbolic and has been used since the beginning of the company’s history. It has now become one of the most iconic logos in the motor industry.
Unlike many car logos that relate to the motor industry or something about the company itself, this logo’s design is based on the location in which the company was founded and incorporates a combination of the designs for two different coats of arms.
The element of the design that features the shield shape divided into gold quarters with deer antlers and quarters featuring red and black stripes. comes from the coat of arms of Württemberg during the Weimer-era. This was also known as the Free People’s State of Württemberg. The capital of this state was Stuttgart and it is there that the Porsche brand was founded. The Porsche symbol differs from the original coat of arms as the coat of arms of Württemberg featured two deer stood on their hind legs holding the shield at each side and an intricate gold design below the shield. This coat of arms is no longer used, except in the Porsche logo.
The central section of the logo is a gold shield featuring a horse rearing up on its hind legs. This was the coat of arms of Stuttgart. It was used as an inescutcheon, which is a smaller coat of arms placed within a larger coat of arms. Both coats of arms are representative of the birthplace of Porsche. The horse on the design of both the Stuttgart coat of arms and the Porsche logo is symbolic as it represents the stud farm for which Stuttgart is famous. It is also a clever choice for a car manufacturer as horses are known for their speed and power. These are two attributes for which Porsche is also known.
What differentiates the company logo from a simple coat of arms is that it also includes text within the logo. Text is something that never appears within a coat of arms. The word ‘STUTTGART’ is included in the inescutcheon to show pride in the city in which the company was founded and where the company’s headquarters remain to this day. The word ‘PORSCHE’ features across the top section of the shield and is a means of including the company’s name in the logo and making sure people are fully aware of the car brand.
While many car manufacturer’s logos have changed over the years to reflect changes within the company, that has not been the case for the Porsche log. It has retained exactly the same logo throughout its entire history. The long-standing use of the same logo is probably one of the reasons why it is now considered iconic in the motor industry and why it is instantly recognizable to members of the public.
Written by Garrett Parker
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