New Mercedes Benz brand identity
- Brand: Mercedes Benz
- Subject: Cars
- Category: Accessories
- E-mail to a friend
- Print article
- Bookmark this page
Gadget Paradise
More than 18 years since its last update, Mercedes Benz is launching a new design for its well-known brand identity. As the inventor of the automobile, Mercedes Benz is the world's most valuable premium automotive brand. For more than 120 years, Mercedes Benz has maintained this leadership position due in part to an unrelenting and focused brand strategy. "A strong brand primarily distinguishes itself with a presence and positioning that is immediately and unmistakably recognizable - at any time, in any place and in any medium." says Dr. Klaus Maier, Executive Vice President Mercedes Benz Cars, responsible for Sales and Marketing.
Mercedes Benz logo
The visual expression that has established Mercedes Benz’ brand identity over the decades is the three-pointed star itself. Mercedes Benz will now be giving this world-renowned logo component an even more prominent position in its future communications activities. The new brand identity is being repositioned to promote and visually strengthen the dictum of "The Star always shines from above".
Three pointed star
The most visible and important change is that the three pointed star and the written trademark (Mercedes Benz) will now be separated. In this new configuration, the star will be seen as shining above the written trademark. The core message (text or image) of an advertisement or a brochure cover, for example, will be visually placed between the star and the written trademark. In print media, the star will now become a two-dimensional form but remains three-dimensional in physical representations (for example on vehicles or in dealerships).
Daimler Motoren Gesellschaft
"Mercedes Benz is one of the most recognized trademarks in the world. Far more than just a stunning graphic execution, the three-pointed star still represents today Gottlieb Daimler’s ambition of universal motorization – “on land, on water and in the air”, says, Marcus Breitschwerdt, President and CEO of Mercedes Benz Canada.” He adds, “In November 1921, Daimler-Motoren-Gesellschaft applied for legal protection of their three-dimensional three-pointed star enclosed in a circle trademark. It became a registered trademark in August 1923. This most recent execution of the three-pointed star, which has changed only slightly over the decades, will continue to represent leadership, quality, safety and innovation.”
New Mercedes Benz brand identity
The signature colour for the Mercedes Benz brand will be the elegant "arrow silver". The primary colour for signage in the dealerships will be the powerful "midnight blue". The new brand identity will be introduced in Mercedes Benz Canada’s corporate and dealer marketing communication material in 2008.