Mercedes to unveil new brand design on November 1st
Mercedes has fundamentally revised its brand identity for all communication materials with a new design. The new, standardised brand identity will be introduced in all corporate units 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 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.
n 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 activites will not only feature images of autmomobiles, 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 colour for the Mercedes-Benz brand will be the elegant "arrow silver". The primary colour 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.