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.