To help mark 75 years of sports cars, Porsche’s brand creatives turned to a palette as bold and distinctive as the company itself. Uniting Porsche’s varied international anniversary celebrations in 2023 has been the eye-catching use of some very familiar colours. It’s part of a unique vision brought to life by the Brand Communications Department in Zuffenhausen to reflect the courage and innovation at the heart of the Porsche philosophy.

Ferry Porsche famously stated that, unable to find the car of his dreams, he decided to build it for himself, and this ambition and determination has been carried through the 75 years of Porsche sports cars to become a defining part of the company’s future vision. The challenge for the team at Zuffenhausen was to articulate this through a series of striking visuals that could be shared for all to enjoy. And Porsche’s brave colour choices over the decades seemed to offer the answer, perfectly exemplifying a willingness to dream and desire to innovate.

The starting point was a series of ‘hero’ Porsche colours, from Speed Yellow and Ruby Stone to Lava Orange, Neptune Blue and Forest Green. Each colour was then united with an iconic car from Porsche’s past or present and transposed into an individual and highly textural setting to help convey the particular characteristics associated with that shade.

There followed a series of even more artistic concepts, including a 356 celebrating the early colour Strawberry Red with a distinctive candy swirl and an unforgettable fried egg design – a playful nod to the controversial headlight shape applied to the 996 generation of 911. The 992 Turbo S flagship was also depicted in the midst of a kaleidoscope of historic and modern Porsche colours, capturing the essence of a project the team would call ‘Dream in full colour’.

The ‘Dream in full colour’ programme was successfully rolled out around the world, helping countless initiatives with a recognisable and memorable theme realised in wraps, decals, displays and backdrops alongside numerous digital campaigns. In China, the Shanghai Skyline was illuminated in the themed colours, the first such event for an automotive brand in the city’s history, while numerous markets created special cars and exhibition spaces with their own creative takes on the initial concept. Personal stories tied to individual colours have also been collated on a special 75th anniversary landing page alongside inspirational films and digital artworks.

Porsche's technicolour dreamscape