Mercedes-Benz renews its brand identity after 18 years of service in all business units
From above, Star shines always
Mercedes-Benz will undergo a brand identity overhaul on November 1, 2007. All communication materials will now have a new logo and company motto. The Star always shines above. The first campaign featuring the new design will be for the New Mercedes C-Class Estate.
A strong brand is distinguished by a clear and easily identifiable presence. Mercedes-Benz’s new brand identity revives our entire presence and creates an unmistakable image that combines tradition with a forward-oriented approach,” Dr. Klaus Maier, Executive Vice President Mercedes Car Group, said.
The main focal point of the new idenity is the Mercedes star, which is even more prominent than the current designs. The Mercedes three-pointed star, which is one of the most well-known trademarks in the world, has been a part of Mercedes’ success over the past decade.
In print, the new layout will include the main text between the two-dimensional star and the written trademark (Mercedes-Benz). The star is always above the written communication and the written trademark below it.
The new brand identity will be ‘fit’ for all communications. The star will no longer be associated with automobiles but will also include architecture and landscapes. Uniform imagery is the key. Mercedes will use ‘inventive uses of focal depth, unfocused images, and generous compositions that take advantage of unusual perspectives to convey its personality (vitality & dynamism). For Mercedes-Benz, the signature colours will be Arrow Silver and Midnight Blue.