Not only has Mercedes changed its vehicles to be better than they used to be, but they have also decided that changing their brand identity would match the newer look that they are trying to convey. The new design was created using the history behind Mercedes and shows to all consumers that they are dedicated to creating sharper and more focused vehicles.
The new, standardised brand identity will be introduced in all corporate units – from Passenger Cars to Commercial Vehicles – and in all the world’s markets from November 1, 2007. The central theme of the new identity is the motto “The Star always shines from above”. With the launch of the C-Class Estate the new brand design will be applied to a product campaing for the first time in November.
“With our new brand identity we are completing the process of focusing the brand positioning of Mercedes-Benz for our customers”, says Dr. Olaf Göttgens, Vice President Brand Communications, Mercedes-Benz Cars. Mercedes-Benz has one of the world’s most recognised trademarks in the form of the three-pointed star. Accordingly, Mercedes-Benz is also giving this world-renowned logo a central position in its future communications activities. “The image that has established our brand identity over the decades is and remains the star. In the future we will be featuring this even more prominently, where it is visible to our customers”, Göttgens continues.
As a major innovation, the star as the central symbol of the brand always shines from above in the new brand design. Reproductions will show the star in two-dimensional form (for example in the print media), but it remains three-dimensional in physical representations (for example on vehicles or dealerships).
Moreover, the star and the written trademark will be shown separately in communications activities in future. In this way the star shining above the written trademark will create a communicative linking effect. Whether in the form of an image or written communication, each core message will be visually placed between the star and the written trademark.
Related Articles:
Mercedes Cuts Prices Down By $10 Billion: Daimler's Mercedes has been making luxury cars for years and has grown to become the world's second largest maker of these most wanted vehicles. Over the last
Benz Delivers 25-Millionth Vehicle: Mercedes-Benz has delivered its 25-millionth vehicle since production begin in the year 1945. The milestone vehicle, a new generation E-Class, was delivered to the owner
Mercedes C320 Diesel Becomes Test Vehicle For Algae Fuel: We thought that hybrid vehicles we going to be the next best thing for cars and something that will help us to save on gasoline