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(Brand guidelines) // Automotive

Porsche brand
guidelines

Porsche’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from porsche.com.

Download the Brand Skill
PORSCHE wordmark
  • Black#010205
  • White#FFFFFF
  • Surface gray#F1F1F4
  • Crest red#8A0B07

About Porsche

Porsche is a premium automotive brand known for high-performance vehicles, iconic sports-car design, and a driving experience that balances sportiness with everyday usability.

The PORSCHE wordmark is the brand’s primary signature, and the crest is its emblem. Keep the crest in its full colors, never redraw or recolor either mark, and give each space to stand on its own.

Porsche colors

  • Black

    Wordmark, text and primary buttons

    HEX
    RGB

  • White

    Page background

    HEX
    RGB

  • Surface gray

    Surfaces and panels

    HEX
    RGB

  • Crest red

    The crest only

    HEX
    RGB

  • Crest gold

    The crest only

    HEX
    RGB

Porsche fonts

  • Porsche Next

    Headlines · 700, Subheadings · 600, Body · 400

Font names only. The Brand Skill download doesn’t include font files.

Porsche’s voice

Write with confidence and restraint. Pair emotional, aspirational language about driving with clear, specific descriptions of vehicles, performance, and use. Keep copy direct, polished, and human; avoid inflated claims when a concrete detail can make the point.

Porsche’s copy grounds its aspiration in a personal sense of purpose: “For people who want to tread their own path.” It connects the brand’s sporting character to shared experience: “Over 20 years ago we asked ourselves if a sports car could celebrate more than the individual. The Cayenne provided the answer.”

For broad brand messaging, it uses a welcoming, forward-looking line: “Your Porsche journey starts now.”

  • “For people who want to tread their own path”
  • “Your Porsche journey starts now”

Dos and don’ts

Do

  • Use Porsche Next for headlines and body copy, with clear typographic hierarchy.
  • Balance sporting character with comfort and everyday usability when describing vehicles.
  • Make product writing concrete: use accurate model names, features, and performance details.
  • Use confident, evocative language that gives the reader a sense of the driving experience.

Don’t

  • Don’t make Porsche’s voice generic or overly technical; connect facts to what they mean for the driver.
  • Don’t recolor or redraw the crest, or retype the PORSCHE wordmark in another typeface.
  • Don’t let decorative styling compete with the vehicle or its design.

More from the Brand Skill

Brand identity and site imagery

The PORSCHE wordmark and the crest are standalone identity marks. Keep them separate from the site’s wider imagery.

Homepage imagery

Homepage imagery combines dramatic vehicle scenes with model introductions and lifestyle, ownership, and experience content. Maintain a polished, premium feel, with the vehicle or activity clearly foregrounded.

911 model imagery

The model range is presented in clean side views that make each variant’s silhouette and body style easy to compare. Preserve the vehicle as the central subject and use the model designation to clarify the variant.

Cayenne imagery

Show the Cayenne through a mix of composed exterior views, in-motion scenes, and close product details. Pair vehicle imagery with feature-focused views of the cabin, technology, capability, and craftsmanship.

Download Porsche’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Porsche’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

porsche-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ voice.md

│ ├ typography.md

│ ├ colors.md

│ ├ imagery-identity-and-site.md

│ ├ logo.md

│ ├ imagery-homepage.md

│ ├ imagery-911-lineup.md

│ └ imagery-cayenne.md

└ assets/logos/

├ porsche-wordmark.svg

└ porsche-icon.png

Rainbrand’s Brand Agent built this Brand Skill from porsche.com on 30 Oct 2026. It isn’t Porsche’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Porsche and its logos are trademarks of Dr. Ing. h.c. F. Porsche AG. Rainbrand isn’t affiliated with or endorsed by Dr. Ing. h.c. F. Porsche AG.

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