On the occasion of the 70th anniversary of the Porsche brand on 8 June 2018, employees received the Porsche Brand Book as a special gift. Using reports and photo spreads, the first part is about how Ferry Porsche’s dream of the perfect sports car began and what a Porsche will look like in the 21st century. In this way, the fascination of the brand is revealed to the workforce. The second part of the brand book contains the main contents and facts about the brand. The Porsche brand unites many opposing aspects: tradition and innovation, for example, or design and functionality. The idea of contrast and the power of combining these opposites can be found at the core of the brand, its values and its products.