THROUGH MY REARVIEW MIRROR: THE PORSCHE CREST
- By Lee Raskin
- July 1st, 2026
- Posted in Through My Rearview Mirror
Through my rearview mirror
The Porsche Crest
The Porsche Gmünd had the PORSCHE script affixed across the nose of each car; but it wasn’t until 1952 that the Factory created the family crest for their car’s front hood at the behest of Max Hoffman, the U.S. Importer of Porsche cars.
Hoffman felt Porsche should have its own distinctive family crest, such as what Fisher did with their emblem on Cadillac, Oldsmobile, Pontiac, and Chevrolet automobile bodies.
The Porsche crest became an iconic motorsports element incorporating the great seal of Stuttgart as the center piece of the logo and the coat of arms of the former Württemberg state. The city’s name derives from “Stuotgarten,” which translates to a stud farm (a place for breeding horses). The red and black colored background stripes represent the traditional colors of the Württemberg region. The stylized black antlers are taken from the Württemberg-Hohenzollern coat of arms. The bold lettering arched over the shield acts as a crown, uniting all the elements.
The crest was designed in America by Austrian designer Franz Xaver Reimspieß—the same artist who also helped design the classic Volkswagen logo…making its debut on the steering wheel of the Porsche 356 in late 1952 before appearing on the hood of their Typ 540 Speedster in 1954.
Now recognized the world over, the Porsche logo is synonymous with high-performance vehicles and has been a symbol of the company’s unwavering commitment to quality for multiple decades.
Yet few know the fascinating story behind the birth of this ‘crest’, as Porsche itself calls the logo.
It traces all the way back to a 1951 design competition. Although lettering with the name ‘Porsche’ first started featuring on the bonnets of sportscars made in Zuffenhausen in 1950, it would be three more years before the idea to create a genuine trademark began to take hold.
It started when Porsche and Ottomar Dominick, a Stuttgart doctor and original Porsche customer, organized a design competition among German art academies in 1951. Although the prize pot was set at 1,000 Deutsche Mark, none of the submitted designs managed to win them over.
Instead, another idea piqued the interest of Ferry Porsche… and it would come from New York City, the place where modern marketing, advertising and brand awareness was born. It was here that Max Hoffman, who specialized in European sportscars – played a crucial role in the idea to create a Porsche logo. After winning an award for the most interesting car at the Watkins Glen Concours d’Elégance for the first Porsche 356, which Hoffman imported to the US, he saw the potential to create a quality seal that would visually appeal to customers and create a unique identity.
At a business dinner with Ferry Porsche at Le Chanteclair Restaurant in New York in 1951, Hoffman urged him to develop a symbol—a family crest that reflected the company’s roots and conveyed the quality and dynamism of his products. Ferry Porsche agreed.
The now iconic Porsche logo first made an appearance in 1952 on the steering wheel of the Porsche 356. For the design of the Porsche logo, Franz drew inspiration from Stuttgart’s city seal, which features a rearing horse, and incorporated this into the center of the shield shape. Since Stuttgart itself was founded around 950 A.D. as horse-breeding and stud farms, the animal was a fitting addition to the emblem. The word Stuttgart is in fact derived from a small ducal stud farm, ‘Stuotgarten’, which was situated near the Nesenbach stream in the area. The horse ultimately symbolizes the power, agility, and elegance of Porsche cars.
The new Porsche crest from 2023 onward, is shown along with several examples of previous versions of the iconic logo. While the horse represents strength, the red and black stripes on either side are reflective of the traditional crest colors of Württemberg-Hohenzollern. What’s more, the stylized antlers were also taken from the region’s coat of arms. The name of the city that Porsche calls home is visible above the horse.
Franz Xaver Reimspiess’ design has shown to have incredible staying power across the decades. His Porsche logo was first seen on the steering wheel of the Porsche 356 in 1952, on hubcaps from 1959 and on Porsche hoods from 1965. Although the design has gone through several revisions over the decades, the fundamental elements have remained the same – it’s been a case of light refinements and proportional adjustments. One notable outlier was when the race-ready 911 GT3 was given a painted Porsche badge in lieu of the traditional enamel-coasted logo. Shedding even this small amount of extra weight lent an advantage to the car’s speed when on the track.
And in 2023, to tie in with the 75 years of Porsche sports cars anniversary, a new Porsche crest was unveiled – its seventh iteration. It’s been carefully modernized with minor revisions with the essence of the original.
Over a period of three years, Style Porsche designers worked with the marketing team to develop the newly unveiled Porsche crest.
“With its cleaner and more state-of-the-art execution, the refined crest communicates the character of Porsche,” explains Michael Mauer, Vice President Style Porsche, whose designers worked with marketing experts from the sports car manufacturer over three years on the project.
“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.”
These subtle evolutions – allied to the Porsche quality associated with it – means that the Porsche logo has always maintained a contemporary feel.
As time passes, the look of the Porsche logo will continue to evolve and to honor that unmistakable original design of more than 75 years ago.
*Lee Raskin is an internationally recognized Porsche 356 / 550 historian, storyteller, and author of acclaimed photographic biographies.
Photos: highlighting the Porsche Crest, Porsche, AG; and Lee Raskin collection. Copyright Lee Raskin 2026.

























