Porsche design identity: Hero, Rebel, Creator

Selected from a structural model based on Carl Jung's archetype concept

Under the direction of Michael Mauer, Vice President of Style Porsche, Volkswagen Group Design worked with design managers from the 10 brands to clarify their respective design criteria.

To clarify these design criteria, a structural model based on the archetype concept of Swiss psychoanalyst Carl Jung was used.

Three archetypes and keywords that symbolize the Porsche brand's design identity

The Porsche brand's design identity is defined by three elements:

Hero

The keyword is "Focus."

Courage, strength, persistence, etc. Demonstrates a "challenging" and "committed" attitude.

Rebel

The keyword is "Tension."

Crossing the boundaries between tradition and innovation, challenging preconceived notions.

Creator

The keyword is "Purpose/Intention."

An attitude that emphasizes the fusion of design and functionality, including passion, technical precision, vision, and creativity.

Ferdinand Alexander "FA" Porsche, grandson of the founder of Porsche and the first head of design for the Porsche brand, who designed the 911, always pursued excellence.

He was already thinking about brand image from a design-focused perspective, with Michael Mauer saying, "FA Porsche had the foresight to understand that design has a significant impact on a brand's identity and success. This attitude and his legacy will always be the foundation of our work."

The new Porsche 911 Turbo S embodies these three archetypes

The three archetypes selected to embody the core values and identity of the Porsche brand – “Hero,” “Rebel,” and “Creator” – are also embodied in the new 911 Turbo S, which was recently announced.

The strength and dignified appearance (focus) of the "Hero" are expressed through the shape of the fenders, large air intakes, rear wing, etc.

The 911 Turbo S is a rebel, always one step ahead and pushing boundaries, so the Rebel inherits the traditional silhouette (rear spoiler, etc.) from the 930, but interprets it in a modern way to create a sense of tension.

Furthermore, as a "Creator," it combines function and design, with technology and intention being incorporated into details such as center lock wheels, active bow lips, and extended active wings.

Now that the Porsche brand's design identity has been decided based on three archetypes and keywords, the designs of all Porsche cars released in the future will be based on these three.

It seems likely that other Volkswagen Group brands have also selected their own archetypes and keywords, but unfortunately we have not been able to find any that have been made public at this time.

Source:(Official) Hero, rebel and creator: Porsche's design identity in a nutshell

Related article:New Porsche 911 Turbo S and Turbo S Cabriolet announced (992.2 model)