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Hoffman was also an astute marketer. In 1952 while dining in a New York restaurant, Max told Dr. Ferry Porsche all cars of some standing in the world have a crest. "Why not Porsche, too?" he asked. "If all you need is a badge, we can give you one, too!"

Ferry then grabbed a napkin and began to draw the crest for the state of Baden-Würtenberg with its curved stag horns. He added a black prancing horse from Stuttgart's coat of arms and the word PORSCHE across the top and handed it back to Max asking, "How about something like that?" With a bit of refinement and color, the famed Porsche Crest was born and today remains true to Ferry's original sketch more than half a century ago.