Riley Ingraham - Porsche Rebrand

Porsche - A rebrand focused on the future of motorsports and sustainability

Brand Identity, Advertisement, Motion, Conceptual
Photoshop, Illustrator, InDesign, Lightroom, AfterEffects
2023

Porsche began in Stuttgart, Germany back in the early 1930's with production of the Type 356. Roughly 30 years later they would announce the pinnacle of racing, the 911, in 1963. From the release of the 911 to present day, their identity has remained relatively similar with minor adjustments here and there. Fast forward to 2021, Porsche announced the Mission R. A concept car aimed at refining the consumer side of motorsports to make it more sustainable. CEO Oliver Blume stated during the launch that the Mission R embodies what makes Porsche, Porsche; "performance, design, and sustainability."

Porsche's current logo, via 1000logos.net

Porsche Mission R, via Forza Horizon 5 in-game photo mode

Porsche's design philosophy states

"Reduce the form right down to the essentials. Overcome the familiar to continually discover new and exceptional solutions"

That was my hook. Leaning into that, and not forgetting Porsche's core values of "performance, design, and sustainability," I worked within the power of threes to produce a new identity that resembled Porsche as a whole.

While considering everything that makes Porsche what it is, I felt that sustainability should be at the forefront. With the Mission R having the exact purpose of sustainability, I considered how this new identity could be applied to their cars. The Mission R contains a number of parts made with sustainable materials, some are 3D printed while others are made of NFRPs (Natural Fiber Reinforced Plastic).

This design is capable of being produced using those materials with little to no modifications needed in the current design of the vehicle's hood. The word mark, while similar to their current one, takes on a new ideology of being on a racetrack. Comprised of one, continuously moving line to represent Porsche's pursuit for constant innovation. This allows the word mark to also be produced using less materials.