Porsche's brand creatives used a palette as striking and distinctive as the firm to help commemorate 75 years of sports vehicles. Porsche's 2023 anniversary festivities across the globe were brought together by the striking use of several well-known colors. It is a component of a distinctive vision that the Brand Communications Department in Zuffenhausen created in order to portray the bravery and creativity at the core of the Porsche philosophy.
Jürgen Aigner, one of the project's primary creatives, says, "For the 75th anniversary, we looked back, of course, but we also looked to the future. And we wanted to tie everything together, bringing in all of Porsche's markets and divisions, from the museum and exclusive manufacturing to the international Porsche clubs and brand enthusiasts. We therefore introduced the concept of "Driven by Dreams" for 2023 as our tagline, reflecting our brand objective.
The 1950s color "Strawberry Red," which reflects Porsche's beginnings and arrives in a nostalgic candy swirl to conjure up visions of diners, drive-ins, and the American dream, is a visual feast.
Ferry Porsche is renowned for saying that he opted to develop his own dream automobile after being unable to find one. This ambition and tenacity have continued over the past 75 years of Porsche sports cars to define the company's future plans. The goal for Aigner and his team was to convey this through a collection of eye-catching pictures that Porsche Centers, agencies, and partners around the globe could share and explore. The solution seemed to be Porsche's daring color choices over the years, which perfectly exemplified a propensity to dream and a desire to develop.
The strong yet environmentally friendly Taycan Turbo S Sport Turismo is paired with elemental potency in this tumultuous image, which was inspired by the Roman sea god Neptune.
Eight "hero" Porsche colors, ranging from Speed Yellow and Ruby Stone to Lava Orange, Neptune Blue, and Forest Green, served as Aigner's starting point. After that, each color was paired with a legendary Porsche vehicle from the company's past or present and placed in its own distinctive, highly textured environment to further illustrate the unique qualities connected with each shade.
The striking design and astounding performance of the rare and prized Carrera GT are highlighted by the vibrant orange color in combination with a flowing and dynamic background.
Then came a slew of even more creative ideas, such as a 356 honoring the vintage color Strawberry Red with a characteristic candy swirl and an iconic fried egg design—a fun allusion to the contentious headlamp design used on the 911 and 996 generations. The team also captured the idea of a project they would refer to as "Dream in Full Color" by showing the 992 Turbo S flagship in the middle of a kaleidoscope of classic and contemporary Porsche colors.
Forest Green, which drew its inspiration from nature, grounds the first 911 Turbo in an almost organic landscape that is redefined by geometric patterns inspired by reptilian skin.
Aigner explains, "Porsche has always been colorful, with these distinctive colors across the decades. Everything we do must be wholly authentic to the brand. Dream in Full Color showcases Porsche's bold color choices as well as its bravery and ingenuity over the years. Simply because no other sports car brand has dared to utilize such a vibrant and broad palette, colors have come to stand in for Porsche's daring in our communications.
Digital artist Pawel Nolbert's playful spoof of the well-known "fried-egg" headlights places striking Speed Yellow in the spotlight of the 996 saga.
The "Dream in Full Color" program was successfully implemented all over the world, assisting several projects with a recognizable and unforgettable theme realized in wraps, decals, displays, and backgrounds in addition to numerous digital ads. As the first event of its kind for an automotive brand in the city's history, the Shanghai Skyline was lit in the themed colors of China. Meanwhile, markets throughout the world produced unique vehicles and display areas that offered unique twists on the original idea. Along with motivational videos and digital artwork, a special 75th anniversary landing page has also compiled personal tales related to specific colors.
This dramatic image of a 911 GT3 RS plays off the well-known color Ruby Stone to represent strength and complexity, two qualities that are at the core of every Porsche.
Aigner claims that the goal is to evoke feelings rather than sell vehicles. "The photos we produced were intentionally left open to interpretation in order to inspire others to invent their own narratives. That's when the notion of having vivid dreams enters the picture. being fearless and motivated. The world is made richer, bolder, and more colorful by those who achieve their goals.