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October 19, 2007

Mercedes-Benz Has New Brand Identity

Mercedes-Benz is getting a new brand identity on November 1 as well as a new slogan "The Star Always Shines From Above."

MercedesBenz_Logo.gifThe idea is to associate the Mercedes-Benz's star with things other than just cars, like "architecture, people and landscapes, putting the emphasis on uniform imagery." According to Mercedes-Benz official blog post "the new brand identity... revives our entire presence, and ensures an unmistakable image which combines tradition with a future-oriented approach."

Nike_logo.gifSome may call this "branding suicide" but I am not sure. This seems to be an attempt to extend the usage of the logo. Seems to me that Mercedes-Benz is tearing a page out of Nike's book, a company that has successfully decoupled the logo from the brand name, allowing for greater usage of the ubiquitous swoosh.

The Mercedes-Benz's star is well recognized already thus giving the brand that much more resonance.

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Posted by William Lozito at October 19, 2007 9:20 AM
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Hey wait, I never said it WAS branding suicide....I said some may call it branding suicide.

But ultimately I'm not sure I like the call, or at least why they did it. It may turn out okay, we'll have to see.

Mercedes Benz will always be and forever a shining star to us. No matter what new identity they may apply still its "Benz".

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