Here's the Real Story Behind Porsche's Iconic Crest

Looking Back

Across the entire globe, there are few logos that are instantly recognizable to a large percentage of the population. However, the Porsche crest is one of them, a badge that has stood the test of time, and today, we'd wager that even a lot of non-enthusiasts would be able to pick it out of a lineup if called upon to do so. What many are not aware of, however, is just how the Porsche crest came to be, but we can trace the origin of this now-iconic logo back to New York - of all places - back in the 1950s.

Photos: Porsche

Coat of Arms

Porsche's coat of arms has adorned every one of its sports cars since 1952.  Inspired by the Stuttgart city seal, the coat of arms features a rearing horse in the center and is framed by the contours of a golden shield. The city name above is flanked by the state colors - red and black - and stylized antlers, which come from the Württemberg-Hohenzollern coat of arms. Above everything else, the Porsche lettering acts as a protective roof.

Photos: Porsche

Design Contest

The hood of every Zuffenhausen sports car featured Porsche lettering since 1948, but the idea of applying a genuine trademark to the 356 didn't come to fruition for another three years. In March 1951, Porsche and Ottomar Domnick, a Stuttgart doctor and original Porsche customer set out to change that and approached a handful of German art academies with a design competition and the chance to win 1,000 Deutsche marks, but none of the designs won them over. However, that same idea soon gained traction in New York City.

Photos: Porsche

Next Big Thing

Ultimately, Austrian-born Max Hoffman - the owner of the Hoffman Motor Company - can be credited with making the final push to create Porsche's crest. Hoffman specialized in the import of European sports cars and had already made a name for himself in the automotive industry. Whatever he presented in his showroom, which was designed by legendary architect Frank Lloyd Wright, usually developed into the next big thing on American roads.

Photos: Porsche

Creating an Identity

Shortly after importing the first Porsche 356 into the U.S., Hoffman won an award for the most interesting car at the Concours d’Élégance in Watkins Glen, New York, but he saw more potential in the now-iconic machine. Thus, at a business dinner with Ferry Porsche in New York in late 1951, the importer put the topic back on the agenda - a quality seal needed to be developed that was visually appealing - a symbol that creates even more identity for the burgeoning brand.

Photos: Porsche

Wheels In Motion

Ultimately, Hoffman's latest plea set those wheels in motion. On December 27, 1951, Ferry Porsche wrote down his idea for the automaker's crest - "Steering wheel hub featuring ‘Porsche’ and the Stuttgart coat of arms or something similar." Back in Germany, he commissioned Porsche designer Franz Xaver Reimspieß to design a trademark that symbolically reflected the company’s roots, as well as the quality and dynamism of the products.

Photos: Porsche

Making Its Debut

In 1952, the Porsche coat of arms debuted on the steering wheel hub of the 356, before adorning the hood of a Porsche starting in 1954 and the hubcaps in 1959. Now in its fifth stage of evolution, the coat of arms has undergone minor revisions to keep it contemporary over the years but has never lost its essence.

Photos: Porsche

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