New Mercedes Logo Makes (Sound) Waves
After 18 years, Mercedes-Benz is updating its image with a new brand identity. With fresh positioning, the car company intends to show the vitality and dynamism of the brand. The changes, which began in 2006, will be introduced in all markets November 1, 2007. The C-Class Estate is the first product to be launched under the new strategy.
The update that’s grabbing the most attention is the introduction of an acoustic trademark for broadcast use. Sound logos have been used effectively before by companies like Intel and NBC.
Criticism of the audio is widely available online, but here’s the executive defense: “Our new sound logo is going to make the Mercedes-Benz brand not only visually, but also acoustically distinctive, and thus more quickly recognizable,” says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz “This acoustic trademark is a perfect fit for Mercedes-Benz — it is emotional, elegant, and unmistakably associated with our brand.”Mercedes is the world’s most valuable premium auto brand and its logo has become one of the most recognizable symbols on the planet. Therefore, the star logo itself will change very little. It will still be seen three dimensionally as usual on the cars and in dealerships, but a two dimensional version will be uniquely positioned in printed media. The symbol will always be placed above the picture or body, with the written trademark (Mercedes-Benz) below. This visually represents their new motto: The star always shines from above.
Adding a sound logo will definitely make the brand more widely memorable, even if it’s not particularly “liked.” The numbers will have to show whether the sound trademark is a stroke of genius or a wasted effort. But, when it comes to market research, I’d generally suspect that the multi-billion dollar car company knows what it’s doing.
November 7th, 2007
I didn’t like it but it was memorable. It would be memorable if it said “fish skin” too so that should not be the only point. I didn’t see wether they changed their visual logo but I would be curious.
November 10th, 2007
“Star” logo? It’s not a star it’s an airplane propeller. Just like the BMW logo.
November 12th, 2007
They shouldn’t change it. It’s classic! Everyone knows this logo.
November 16th, 2007
I have to agree that the new Mercedes has really delivered a stylish car..just wish they would dump the emblem and do something with one of the words best known icons it is so old now it almost works against the brand…
November 16th, 2007
I have to agree that the new Mercedes has really delivered a stylish car..just wish they would dump the emblem and do something with one of the words best known icons it is so old now it almost works against the brand…
November 18th, 2007
What kind of sound? will the sound be registed? Haha
January 11th, 2008
How does a well known icon work against the brand? The icon is so well known Mercedes doesn’t even need the Logotype or the sound. The sound seems to be another way to put the brand in your thoughts without having to watch the ad.
I’m glad they are keeping the meaning alive.
January 17th, 2008
The two dimensional logo looks cheaper than the 3d version (which reflects the emblem on the car). Keeping the star and text away from each other makes little sense apart from being easier to place on a printed page in my opinion.
Filling in the star’s lines loses some of it’s elegance. Give it a couple of years and some bright spark will suggest ‘aligning the two styles into one 3d version for “brand strength…. and blah blah blah”.
February 15th, 2008
CARLSSON AIGNER CK65 EAU ROUGE
March 9th, 2008
Accoutsic trademarks make sense only for certain companies and industries. In the case of Mercedes I think it will fit the logo well if done tastefully and will strengthen the brand. Considering the importance of tv and radio advertising for the car industry it makes perfect sense because the whole idea is that people feel emotive about their cars
May 15th, 2008
I agree.
May 15th, 2008
They should use the old logo!