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Mercedes-Benz is a luxury car company that has led the market for premium transportation for almost a century. Its eye-catching yet straightforward logo, which consists of a three-pointed star in a circle, is synonymous with the company name and immediately recognizable to most people. The company is aware of this association and prominently features the logo in most of its advertising campaigns and car designs to further promote the brand and strengthen the psychological effects.
The design of the Mercedes-Benz logo is uncomplicated, which is characteristic of the car industry in general. The basic pattern has been used for the entire existence of the joint Mercedes-Benz company, and the brand has chosen to simplify its appearance over time (“History of the Mercedes Logo Design”). The background and laurels have been removed, and the star has been made slimmer to convey a more striking image. The logo represents the company’s dominion over the air, sea, and land (“Mercedes Logo”). The overall design makes the logo easy to remember and recreate, improving the recognizability of the brand.
Like many other highly popular companies, Mercedes has chosen to dispose of the brand name in its logotype. The striking appearance of the symbol and its simplicity combined with the premium appearance of the car makes a statement that the company does not need to advertise itself, as each vehicle is eye-catching enough to ignite interest in consumers who are unaware of the brand. The move is also enabled by the ease with which the logo can be described and recognized. Even if someone does not know of Mercedes-Benz and is interested in the logotype, he or she can quickly find out the identity of the company through word of mouth.
Mercedes-Benz has been using simple colors, primarily shades of black and white, since its foundation in 1926. The logo adopted in 2008 (Mercedes-Benz Logo, 2008) utilizes only black and white to create a striking image. Meanwhile, the design that is being used today (Mercedes-Benz Logo, 2011) depicts the symbol of the company as being made out of silver and reflecting light from an outside source, with corresponding shining and shaded segments. According to “History of the Mercedes Logo Design,” silver is used because it is the favorite color of the upper echelons of society, which are the brand’s target audience. The brand’s appeal is evident from its dominant position in the premium car market.
Use in Advertising
Despite making the statement that the company does not require advertising to succeed with its logo design, Mercedes-Benz continuously engages in promotion campaigns, as doing so is a sound business practice. The logotype is prominently featured in most imagery and promotional materials (“Campaign for the A-Class: Ready for a New Generation”). The effect is a feedback loop where the advertising promotes the popularity of the Mercedes-Benz symbol, and the image lends its persuasive power to the promotional efforts. The logo is the focus of the moments where the car displays its excellent performance, serving as a reminder of the quality and reliability associated with the brand.
However, Mercedes-Benz has been attempting to challenge this perception with specific innovative advertising campaigns. Burns describes a nearly-wordless advertisement that tries to rebrand the company’s cars as appealing to people who are curious and open to inspiration. Burns notes that the message in the commercial is that curiosity and inspiration let one work hard toward his or her goal and ultimately succeed, which the company associates with being able and choosing to purchase a Mercedes car. The overall message that the brand’s cars are intended for people with means is unchanged, but the company reminds its current and potential customers that they are successful because of their traits, which should also lead them to see the value in Mercedes-Benz cars and purchasing one.
Effect on Potential Buyers
As a consequence of the pricing of Mercedes-Benz cars and their design as well as advertising, the symbol is perceived by consumers as an icon of success as well as good taste and sense. Most vehicles made by Mercedes-Benz are expensive, but not overpriced to a degree where they are more of a luxury good than a car that can be used every day. Furthermore, they feature complex yet elegant designs that make a statement about the brand’s and the owner’s personality. The logo plays a significant part in this appearance, as it is often the centerpiece of the car’s front portion and attracts attention by design, so much that it is often the primary factor in people’s recognition of the brand’s cars.
The Mercedes-Benz logo is simple in both design and coloring, relying on its reputation and recognizability to promote the brand. It succeeds at the task, being well known around the world and prominently utilized in the company’s car designs and advertising. The overall image the company’s logo and machines convey to customers is one of success, means, and taste, which encourages potential buyers to aspire to possess a Mercedes-Benz.
Burns, Will. “Mercedes Defines Its Brand of Success in Smart New Advertising.” Forbes. 2016. Web.
“Campaign for the A-Class: Ready for a New Generation.” Mercedes-Benz. Web.
“History of the Mercedes Logo Design.” Inkbot Design. 2018. Web.
Mercedes-Benz Logo, 2008. Car Brand Names. Web.
Mercedes-Benz Logo, 2011. Car Brand Names. Web.
“Mercedes Logo.” Famous Logos. Web.