A Third Attempt at Simplicity
Mercedes-Benz has quietly modified its brand mark, reintroducing a flat, monochrome version of its three-pointed star for brand and corporate communications. The change — first visible in the company's 2024 annual report published in February 2025, and adopted across social media profiles in late March — was not accompanied by an official press announcement.
The flat star is not new to Mercedes-Benz. The automaker made the same transition in 2007, moving from a metallic, three-dimensional rendering to a simplified white form. That version lasted under three years before being reversed under then-CEO Dieter Zetsche, who reportedly felt the minimalist approach conveyed insufficient premium quality. The metallic, gradient-heavy star that followed remained in use for over a decade.
Two Stars, One Brand
The 2025 iteration draws a deliberate distinction between contexts. In brand materials — websites, social media profiles, print advertising, and annual reports — the flat star now serves as the visual anchor. On vehicles, the three-dimensional chrome-finish star remains. The exception is illuminated applications, where the flat version also applies.
The shift coincides with the debut of the new Mercedes-Benz CLA — described in official communications as "the beginning of a new design era" — and with the company's broader "Next Level Performance" restructuring programme, which targets savings of approximately five billion euros by 2027.
"Mercedes-Benz ist eine ikonische Marke. Unsere Verantwortung besteht darin, ihr volles Potenzial zu heben." — Ola Källenius, CEO, Mercedes-Benz Group AG.
The star's three points trace back to the founding ambition of Gottlieb Daimler: to power transportation on land, at sea, and in the air. That symbolism remains unchanged. What shifts in 2025 is the register in which the mark operates — from an object rendered for maximum surface glamour to a sign optimised for screens, print, and the faster cadence of digital communication.
Mercedes-Benz is not the only premium automotive brand to have moved in this direction. Audi, BMW, and Volkswagen each simplified their marks between 2017 and 2021, moving away from three-dimensional, chrome-like treatments toward flat, line-based renderings. The 2025 update completes a long-running convergence in how European automotive brands present their symbols across media.
