The three-dimensional Mercedes Benz star in the ring is the symbol of a continuing success story, as the renowned car company has recently maintained its top position as the only European brand in the top ten of the “Best Global Brands 2021”. In the current ranking, the brand with the star is once again ranked in eighth place. The brand value has increased by three per cent to 50.866 billion US dollars, compared with 2020. As a result, Mercedes Benz remains the world’s most valuable luxury car brand for the sixth year in a row and the only one in the top ten.
Celebrating 100 Years Of The Mercedes Benz Symbol:
The trademark with class and charisma celebrates an anniversary in 2021, as the star in the ring turns 100 years old in this form. On 5 November 1921, Daimler-Motoren-Gesellschaft applied to the patent office for utility model protection for this and other variants of its trademark. The Mercedes Benz symbol was officially registered as a trademark in August 1923. The star itself, without the surrounding ring, had been known for a good decade. DMG applied for utility model protection for it in 1909, and it was entered in the trademark register in 1911.
A very special Mercedes star with an impressive five-metre diameter can currently be admired free of charge in front of the Mercedes-Benz Museum: the star of Stuttgart’s station tower is temporarily on loan, while the station building is being rebuilt and renovated. From 2025 onwards, this landmark of Baden-Württemberg’s state capital will once again shine in its traditional place. Stars of similar size shine and rotate on numerous buildings around the world. But you rarely get as close to them as you do at the Mercedes-Benz Museum.
Merger Of Company And Trademark In 1926:
The merger of DMG with Benz & Cie. to form Daimler-Benz AG also saw their trademarks merge: from the summer of 1926 onwards, DMG’s three-pointed star was edged with Benz’s laurel wreath, and has distinguished every Mercedes-Benz ever since, e.g. include the radiator grille, on the bonnet, on the steering wheel or on the rims. With the sheer success of the new automotive brand, this synonym for technological innovation, engineering skill and brand-defining design began to enjoy a tremendous level of recognition worldwide.
The history of the Mercedes Benz star and laurel wreath goes back to the previous century. As early as 1899, Austrian businessman Emil Jellinek, who lived in Baden near Vienna as well as in Nice, used the name of his daughter Mercédès as a pseudonym for team and driver when using DMG vehicles. A little later, the name “Mercedes” became the product name of the vehicles that Jellinek ordered from DMG. It was registered as a trademark on 26 September 1902.
The Three-pointed Star In The Laurel Wreath:
On 18 February 1925, a collaboration of accomplished graphic artists finally put the effective signets together. Thus, the three-pointed star and laurel wreath, as well as the word marks Mercedes and Benz, merged to form a new and iconic trademark. On this significant day, back in 1925, the all new emblem and subsequently the word mark “Mercedes Benz” were officially registered. To this day, the iconic trademark remains almost unchanged. As a badge with the highlighted three-pointed star, it adorns all Mercedes Benz vehicles, quite apart from the larger star on the front of many vehicles of this brand, which stands on its own.
On a side note: parallel to the three-pointed star, Daimler-Motoren-Gesellschaft also had a four-pointed star protected in 1921. However, it was not used until many decades later, from 19 May 1989: as a trademark of former aerospace company, Deutsche Aerospace Aktiengesellschaft and later, DaimlerChrysler Aerospace.
About The Anniversary Marketing Campaign:
From Friday November 5th 2021, the campaign for the automotive brand’s 100th anniversary will start on the social media channels of Mercedes Benz. The campaign film reveals the evolution of the Mercedes-Benz trademark and reaffirms the classic vehicles charisma.
With a specially developed design language consisting of technical drawings, as well as brand and product elements, Mercedes Benz makes reference to a selection of marketing activities, from the past century of its development. The format shows contemporary versatility and modern luxury: everything that the brand with the star stands for.
Mercedes Benz strives to inspire customers and meet their needs with a range of exceptional products and services. Sustainable, individual mobility is at the core of the company’s corporate strategy. You can watch the sixty second anniversary campaign film here: https://youtu.be/kRHwglTFtd4.