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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.

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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.

Porsche imagery

78 images from porsche.com, in 4 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Brand identity and site imagery

5 images

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

  • A close-up photograph centers on the golden Porsche crest embedded in the hub of a two-tone wheel.
  • A close-up photograph centers on a metallic Porsche crest embedded in the hub of a two-tone wheel.
  • A dark blue luxury SUV, featuring a license plate reading "S CA 3600," cruises along a modern city street at dusk.
  • A dark blue Porsche Cayenne SUV drives along a city street at twilight, its distinctive quad-LED headlights illuminated.
  • A dark blue Porsche Cayenne SUV drives along a city street at twilight, its headlights glowing.

Homepage imagery

18 images

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.

  • A dark blue Porsche Cayenne drives along a city street during twilight, its headlights and daytime running lights glowing brightly.
  • A deep blue Porsche 911 Carrera convertible speeds along a winding coastal highway, its top down to reveal a driver behind the wheel.
  • A sleek, white Porsche concept hypercar is showcased in a high-key studio setting with a clean, neutral gray background.
  • A vibrant red Porsche Macan EV drives toward the viewer on a winding mountain road during golden hour.
  • A dark metallic Porsche 911 Targa GTS speeds along a paved road, captured with a dynamic motion blur that streaks the grey textured wall behind it.
  • A metallic grey convertible sports car with the license plate "S PY 500" speeds along a winding asphalt road through a rugged desert landscape.
  • A pale blue metallic Porsche Taycan is parked in front of a modern building with a glass facade and textured white overhang.
  • A white Porsche Panamera E-Hybrid sits parked in a high-contrast setting featuring brutalist concrete architecture.
  • A vibrant metallic orange Porsche Macan drives through a dark, industrial concrete garage with motion-blurred wheels and pavement.
  • A white Porsche Cayenne SUV speeds along a desolate highway, captured in a low-angle tracking shot that emphasizes motion through a blurred asphalt foreground.
  • A low-angle exterior photograph of a modern Porsche dealership at dusk, featuring a curved gray metal facade accented by glowing red horizontal light strips.
  • Three white Porsche vehicles are parked in a row on a stark white background, shown from a rear three-quarter angle.
  • A close-up, high-angle photograph shows a classic car partially draped in a form-fitting, cream-colored fabric cover.
  • A close-up lifestyle photo captures a fair-skinned woman in a tan hoodie, her blonde hair wind-swept across her face, peering through a chain-link fence…
  • A white and green La Marzocco Linea Micra espresso machine and matching coffee grinder sit on a stone counter inside a garage.
  • A woman with short, curly hair and a joyful expression steps out of a sleek, white electric sports car parked in a modern city plaza.
  • A dark green Porsche sports car speeds around a sunlit racetrack curve, leaving a trail of tire smoke in its wake.
  • Two Porsche 963 race cars, branded with red, white, and black livery, speed side-by-side along a banked asphalt track.

911 model imagery

29 images

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.

  • A side-profile studio shot of a vibrant Gentian Blue Porsche 911 Carrera.
  • A side-profile product shot shows a white Porsche 911 Carrera T with striking navy blue accents.
  • A high-resolution side profile photo of a metallic silver Porsche 911 coupe.
  • A high-end sports car is shown in a crisp profile studio shot, finished in a subtle sage-grey metallic paint.
  • A high-resolution profile shot of a metallic Gentian Blue Porsche 911 GT3 Touring.
  • A sleek, metallic slate-gray Porsche 911 GTS is shown in a full-profile studio shot from the side.
  • A side-profile studio shot of a deep metallic red Porsche 911 GT3 touring, highlighting its iconic aerodynamic silhouette and sleek roofline.
  • A pale lime-yellow Porsche 911 convertible is shown in a full side profile, featuring its top down and the black interior visible.
  • A side-profile studio shot of a white Porsche 911 Carrera T cabriolet with its top down.
  • A high-resolution side profile shot of a white Porsche 911 Carrera Cabriolet with the top down.
  • A high-resolution side-profile shot of a light grey Porsche 911 convertible with its top down.
  • A side-profile product shot of a metallic Gentian Blue Porsche 911 Targa with the top down.
  • A side-profile product shot of a glossy black Porsche 911 Targa with its top down, revealing a deep red interior.
  • A side profile product shot of a vibrant red Porsche 911 convertible with the top down.
  • A silver-gray Porsche 911 Targa is captured in a clean studio profile shot, showcasing its distinctive open-top roof and silver roll hoop with 'Targa' branding.
  • A high-gloss, deep red Porsche 911 Targa GTS is captured in a direct side-profile studio shot.
  • A high-performance white Porsche 911 GT3 is captured in a crisp studio profile shot.
  • A high-resolution side-profile shot of a forest green Porsche 911 GT3 Touring, showcasing its sleek, aerodynamic silhouette.
  • A side-profile product shot of a mustard-yellow Porsche convertible sports car.
  • A high-resolution side profile shot of a metallic silver Porsche 911 Turbo S.
  • A side profile shot of a vibrant red Porsche 911 GT3 convertible featuring striking gold multi-spoke wheels and black Michelin tires.
  • A sleek, black Porsche 911 Turbo S Cabriolet is shown from a direct profile view with its top down.
  • A side-profile studio photograph of a silver Porsche 911 GT3 features black multi-spoke center-lock wheels with prominent red brake calipers.
  • A side-profile studio photograph of a silver convertible sports car featuring black multi-spoke wheels with bright red brake calipers.
  • A side profile product shot of a silver Porsche 911 Targa featuring a distinctive black roll bar and a panoramic glass rear window.
  • A side-profile studio shot of a silver Porsche 911 GT3 features black multi-spoke wheels with bright red brake calipers.
  • A high-resolution side profile of a silver Porsche 911 Turbo S highlights its aerodynamic curves and sleek silhouette.
  • A side-profile studio photograph of a silver Porsche 911 GT3 Speedster convertible with its top down.
  • A side-profile product shot of a silver Porsche 911 Turbo S Cabriolet with its top down.

Cayenne imagery

26 images

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.

  • A front-facing, eye-level studio shot of a deep teal Porsche Cayenne SUV.
  • A side-profile studio photograph of a teal blue Porsche Cayenne SUV.
  • A crisp side-profile studio shot of a white Porsche Cayenne luxury SUV.
  • A light blue Porsche SUV is shown in a crisp profile shot from the passenger side.
  • A studio profile shot of a white Porsche Cayenne E-Hybrid SUV, featuring distinct five-spoke black and silver alloy wheels with vibrant red brake calipers.
  • A side-profile product shot of a glossy red Porsche Cayenne GTS SUV with tinted windows.
  • A high-resolution side profile shot of a luxury SUV finished in deep metallic black.
  • A metallic teal Porsche Cayenne SUV sits parked on a rugged asphalt lot with the iconic red Golden Gate Bridge spanning the background.
  • A close-up, low-angle front view of a dark blue Porsche Cayenne SUV driving on a road under a moody, overcast sky.
  • A deep metallic teal Porsche Cayenne is parked on a dirt shoulder overlooking a bright blue ocean at dusk.
  • A metallic blue Porsche Cayenne SUV kicks up a thick cloud of dust while driving along a rugged, rocky trail.
  • An extreme close-up photograph features a modern car's four-point LED matrix headlight set within a white vehicle body.
  • A close-up photograph of a luxury car's interior dashboard at night, illuminated by blue and red accent lighting.
  • A high-tech heads-up display is superimposed onto a driver's point-of-view of a multilane highway leading toward a city bridge.
  • A close-up photograph captures a person's hand, adorned with a gold ring, inserting a black electric vehicle charging plug into a silver car's open port.
  • A close-up studio shot looks directly into the open trunk of a metallic teal SUV, showcasing its versatile cargo space with a split-folding rear seat…
  • A high-tech digital illustration shows a detailed internal view of a V6 car engine in mid-motion.
  • A teal Porsche Cayenne SUV glides through a sunlit city street, captured in a low-angle tracking shot with a sense of motion blur on the pavement.
  • A high-angle 3D technical rendering showcases a vehicle's air suspension strut in a cutaway view, revealing its internal mechanisms.
  • A silver Porsche Cayenne S drives along a winding coastal road with white waves crashing in the background.
  • A close-up photograph features a bright red brake caliper with the white "PORSCHE" logo visible through the silver five-spoke alloy wheel of a light gray car.
  • A woman with a voluminous curly afro and a light blue blazer gazes intently at a dark blue smartphone held in her hand.
  • A side-profile product shot of a metallic blue Porsche Cayenne SUV centered against a solid, dark navy blue background.
  • A striking macro photograph focuses on the metallic presser foot of a sewing machine as it glides over black, textured leather.
  • A woman with short, curly dark hair stands in a city alleyway, glancing down at a smartphone in her hand.
  • A side-profile product shot of a deep teal Porsche Cayenne SUV facing right.

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.

It has the guidance, 78 images and the logos. The font files belong to Dr. Ing. h.c. F. Porsche AG, so they’re left out.

Download the Brand SkillZIP, 5.5 MB

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/

├ images/

└ logos/

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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