The story of the Mercedes star - The stories of the Mercedes star and the laurel wreath began – quite separately from one another – 17 years before the merger: on 6 August 1909, Benz & Cie. submitted an application to have the Benz lettering surrounded by a laurel wreath registered as a trademark to the Imperial Patent Office. At the start of the 20th century, trademarks and brand logos used by car firms developed into a dedicated system of symbols whose elements are in many cases still used to this day. This evolution had its roots in the formative years of the motor car: the oldest surviving trademark on a car body is the badge which Daimler affixed to its Riemenwagen in 1895. During the 20th century, many car manufacturers developed their trademarks based on the theory of colors and forms used in classical heraldry. The brands that preceded Mercedes-Benz initially used trademarks that were based on the company names. By way of example, a DMG design for a trademark from 1897 shows an engine with the name Daimler arching above it. Benz & Cie. trademarks Benz, too, advertised with a new, catchy signet at the start of the 20th century: in 1903, the lettering Original BENZ surrounded by a black ring gear was used as a trademark. The Mercedes star is born Whereas Benz & Cie. ultimately only modified its trademark, DMG came up with an all-new logo for its Mercedes lettering in 1909: Alfred von Kaulla, Chairman of the Supervisory Board at Daimler‑Motoren-Gesellschaft, prompted a search for a catchy, easily recognizable symbol for the Mercedes-branded passenger cars. Motoring under a lucky star: Todays graceful form of the trademark was used primarily for printed matter, it was the combination of a free-standing, vivid star in a circle – based on the example of the Mercedes trademark – and a trademark badge from 1925 below this which established itself on cars produced by the Mercedes-Benz brand.
Posted on: Tue, 06 Jan 2015 14:52:35 +0000
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