When you're Nike, Dell, Fed Ex or Mercedes-Benz, there's a lot in a logo. Be it simple or complicated, it's an important way for people to quickly identify the company at a simple glance--and a good logo will create staying power in the minds of the public.
Mercedes-Benz has just announced that they've finished renewing their brand identity and standardizing it across all world markets and all business divisions--from cars and SUVs to commercial vehicles. A change has been made to the logo as part of the update, and Mercedes says that the new 'refresh' will complete a process which started back in 2006.
Under the new plan, the German automaker wishes to be instantly recognized in any medium, at any place and any time, instantly.
The theme of the new identity is "The Star always shines from above". Once implemented, the three-pointed-star and written symbol will be separated from one another in communications like letters and commercials. This ties into the slogan, but also surrounds and frames the underlying message on top and bottom.
Dr. Klaus Maier, Executive VP of sales and marketing at Mercedes, explains. "In addition to having exciting products, a strong brand primarily distinguishes itself by a presence and positioning that is immediately and unmistakably recognizable".
Look for Mercedes' brand refreshing starting next month.
photo:Philippe Champoux
Mercedes-Benz has just announced that they've finished renewing their brand identity and standardizing it across all world markets and all business divisions--from cars and SUVs to commercial vehicles. A change has been made to the logo as part of the update, and Mercedes says that the new 'refresh' will complete a process which started back in 2006.
Under the new plan, the German automaker wishes to be instantly recognized in any medium, at any place and any time, instantly.
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The theme of the new identity is "The Star always shines from above". Once implemented, the three-pointed-star and written symbol will be separated from one another in communications like letters and commercials. This ties into the slogan, but also surrounds and frames the underlying message on top and bottom.
Dr. Klaus Maier, Executive VP of sales and marketing at Mercedes, explains. "In addition to having exciting products, a strong brand primarily distinguishes itself by a presence and positioning that is immediately and unmistakably recognizable".
Look for Mercedes' brand refreshing starting next month.
photo:Philippe Champoux