Mercedes-Benz To Present New Brand Design Across All Business Units
Mercedes-Benz
has announced today that after 18 years, the brand will be renewing their identity across all business units, starting November 1st. Under the motto "The Star always shines from above," the new identity features the iconic Mercedes-Benz Star prominently shining from above, with a distinct separation between this and the brand's written trademark.
According to Dr. Klaus Maier, Executive Vice President Mercedes Car Group and the gentleman responsible for company's Sales and Marketing: "In addition to having exciting products, a strong brand primarily distinguishes itself by a presence and positioning that is immediately and unmistakably recognizable – at any time, in any place and in any medium." He continues: "The new brand
identity of Mercedes-Benz revives our entire presence, and ensures an
unmistakable image which combines tradition with a future-oriented approach."
Expect to see Mercedes' new brand identity make its debut with the launch of the
new C-Class Estate next month; in the meantime, keep reading for the official
press release detailing MB's inspiration and objectives for the newest rendition
of the Star.
OFFICIAL PRESS RELEASE
Mercedes-Benz presents new brand design
- After 18 years Mercedes-Benz is renewing its brand identity across all
business units - C-Class Estate as first product with launch campaign in the new brand
design - Revised brand identity under the Mercedes star completes a more sharply
focused Mercedes-Benz brand positioning
Stuttgart – Mercedes-Benz has fundamentally revised its brand identity for all
communication materials with a new design. The new, standardized 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. It was
developed on the basis of the brand’s history, and concludes the process of a
more sharply focused brand positioning which began in 2006. 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
campaigns for the first time in November.
As the inventor of the automobile, Mercedes-Benz is the world’s most valuable
premium automobile brand. Over the last 120 years Mercedes-Benz has worked to
achieve this position with trailblazing innovations, a clear brand positioning
and management, and targeted expansion of its model portfolio. "In addition to
having exciting products, a strong brand primarily distinguishes itself by 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 Car Group, responsible for Sales and Marketing.
The brand identity is a visible expression of what Mercedes-Benz stands for: it
emphasizes the company’s position as the world’s most traditional automobile
manufacturer, and is also a reflection of innovative creativity. "The new brand
identity of Mercedes-Benz revives our entire presence, and ensures an
unmistakable image which combines tradition with a future-oriented approach",
Maier continues.
The Mercedes-Benz star as the starting point for the new visualization
"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 recognized 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.
New imagery reflects the brand’s personality
In order to reflect the wide variety of Mercedes-Benz passenger cars and
commercial vehicles, the focus of the new design will be on uniform imagery. In
future the various communications activities will not only feature images of
automobiles, but also photos of architecture, people and landscapes. Generous
compositions with unusual perspectives and specific use of lighting will create
excitement and illustrate the personality of the brand. Vitality and dynamism
are major components of the visual idiom, as are the inventive use of focal
depth and unfocused images.
The signature color for the Mercedes-Benz brand will be the elegant "arrow
silver". The primary color for signage in the dealerships will be the powerful
"midnight blue".
The new design for the Mercedes-Benz brand was developed by an in-house project
team working in cooperation with the agency Claus Koch Identity GmbH.
Copyright © 2007, Daimler AG
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