The Porsche crest is well-known and represents the iconic sports cars produced by the company. However, there were several other logo designs considered before the current one was chosen.

Initially, the founders of Porsche thought that simply spelling out the name “Porsche” in clear letters would suffice. However, their patrons had a different vision. Dr. Ottomar Domnick, one of the original customers, initiated the Porsche Prize to find a suitable logo for the new brand. Additionally, Max Hoffman, who was responsible for importing the cars to America, discussed logo design with Ferry Porsche as early as 1951. Despite these efforts, none of the submitted designs gained popularity.

Ferry Porsche had the idea of incorporating the Stuttgart crest onto the steering wheel, but it wasn’t until 1952 that a logo was officially created. The original design, credited to Franz Reimspiess, a designer and engineer who also created the VW logo, featured a rearing horse within the contours of a golden shield. The surrounding red and black state colors, as well as the stylized antlers, were inspired by the traditional crest of Württemberg-Hohenzollern, representing Porsche’s commitment to producing cars in Zuffenhausen and their origins.

While the logo gave Porsche a distinctive identity for their cars, advertisements, and publications, it also posed some challenges and attracted controversy. In the 1950s, color printing was expensive and not every printer had the capability to produce sharp color images. Moreover, the Porsche crest lost its visual appeal when printed in black and white. Some individuals also thought that the logo was too busy and didn’t provide a compact and coherent visual effect.

During the development of the new Porsche 911, there was a movement to create a new logo. However, internal correspondence within the company suggested that a change was not favorable, and they ultimately decided to stick with the original logo.

As Porsche celebrates its 75th anniversary with exhibits and art cars, it’s hard to imagine their vehicles adorned with any logo other than the original crest. While other automakers are updating their logos, Porsche’s crest remains unchanged, serving as a reminder of its origins.