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."
The 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."
Some 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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