Mercedes-Benz reworks badge

by Ed Kemp, Marketing 13-Nov-07, 08:45

LONDON - Mercedes-Benz has redesigned its three-pointed star brand icon for the first time in nearly 20 years and is supporting it with the creation of an acoustic device to appear in its global ad campaigns.

The badge was originally designed to represent Mercedes' strength in the air, on land and at sea. However, the updated version, which will be rolled out globally in early next year, will be based on the line 'The star always shines from above'.

Created by Mercedes-Benz's in-house team in collaboration with design agency Claus Koch Identity, the logo will also take a more prominent role in customer communications.

The brand identity, which was first used in 1910 and updated 15 years later when Mercedes merged with Benz, was launched in the brand's domestic German market last week.