Mercedes-AMG
The performance sub-brand, rooted in motorsport; high-performance engines and models.
Source: media.mercedes-benz.com
Mercedes-Benz
Premium automotive brand built on engineering precision, heritage, and luxury — anchored globally by its three-pointed star.
- Founded
- 1926
- Industry
- Automotive
- Headquarters
- Germany
- Ownership
- Public company
Key Facts
Current claim
“The best or nothing.”
Brand logo
Values
Fascination, perfection, responsibility
BCG Brighthouse – Mercedes-Benz Case
Purpose
First Move the World — Today, our task is individual mobility without emissions.
BCG Brighthouse – Mercedes-Benz Case (Ola Kallenius)-
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Mercedes-Maybach
The ultra-luxury sub-brand; the marque's most exclusive tier.
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EQ
The electric sub-brand, since 2016; Mercedes-Benz's battery-electric identity.
Brand Chronology
Mercedes-Benz Returns to a Flat, Monochrome Star (2025)
Mercedes-Benz Returns to a Flat, Monochrome Star
2025
Mercedes-Benz has quietly reintroduced its flat, monochrome star for brand communications, dropping the three-dimensional metallic version used since 2010.
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Ola Källenius becomes CEO (2019)
Ola Källenius
becomes CEO
Mercedes-Benz “Uncrashable Toy Cars”: when safety is proven by taking the fun away (2015)
Mercedes-Benz “Uncrashable Toy Cars”: when safety is proven by taking the fun away
2015
In 2015, Mercedes-Benz released one of its most unconventional safety campaigns—an experiment that deliberately frustrated children to make a serious point about crash prevention technology. Instead of showcasing cars on the road, the campaign shifted into a controlled, almost playful setting: children were given toy cars and asked to play as they normally would. The twist, however, quickly became apparent.
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Logo Redesign (2009)
Logo Redesign
2009
In 2009, the designers adjusted the proportions of the key elements. The company name was given greater prominence, while the graphic symbol was reduced in size, allowing the metallic finish to appear more refined and pronounced.
Dieter Zetsche becomes CEO (2006)
Dieter Zetsche
becomes CEO
Logo Redesign (1989)
Logo Redesign
1989
In 1989, an emblem featuring the now-familiar design was introduced. It consists of a metallic three-pointed star enclosed within a circle.
Logo Redesign (1933)
Logo Redesign
1933
This phase is regarded as one of the simplest in the history of the German brand’s logo. It featured only a white circle with a black three-pointed star, reducing the design to its most essential elements.
Logo Redesign (1926)
Logo Redesign
1926
In this version, the company’s management decided to reflect the joint past of the famous automaker. Therefore, the emblem bears the names of both companies: “Mercedes” (at the top) and “Benz” (at the bottom). The rest of the space on the wide border strip is occupied by a wreath of laurel branches – a sign of leadership and great honor. The central space is given to a smaller circle with a three-pointed star, each ray of which is white on one side and gray on the other, creating a three-dimensional effect.
Logo Redesign (1916)
Logo Redesign
1916
After the merger of the two founding companies, management consolidated their visual identities into a unified emblem. The updated design combines the classic roundel with the name “Mercedes,” positioned along the lower arc of the double circle.
At the center remains the three-pointed star, refined with elongated, thin lines that match the color of the typography beneath it. Smaller mirrored versions of the star extend to the left and right of the central element, reinforcing symmetry and visual balance within the composition.
Logo Redesign (1909)
Logo Redesign
1909
In the early stages of its formation, the company adopted a circular emblem featuring the elongated “Benz” inscription at its center on a white background. This central element was framed by a dark field and encircled by a light laurel wreath, reinforcing a sense of prestige and recognition.
Logo Design (1902)
Logo Design
1902
Initially, the automotive company’s logo was very straightforward in design. It featured only the word “Mercedes” placed within a horizontally oriented oval with a double outline. The lettering varied in height, with smaller characters at the edges and larger ones in the center, creating a subtle visual rhythm. The background was black, while the text was rendered in a gray tone.
Founded
1926Mercedes-Benz was born in 1926 when Daimler and Benz merged, uniting the three pointed star with the Benz laurel and a name borrowed from Mercedes Jellinek.
