Mercedes revises the Star, adds "acoustic logo"
UPDATE: We've posted a video bearing the newly sonic star after the jump
It's been 16 years since Mercedes' three-pointed star last got a makeover, so those wacky Germans have decided to mix it up a bit. Those not paying close attention probably wouldn't notice anything different about the classic logo. But look closely and you'll see something missing. Instead of the three-dimensional star used for the last decade and a half seen in the first image, the company will now use a flattened, one-dimensional version on all advertising and promotional materials seen on the CL-Class press kit pic below. The star will be set apart from the Mercedes-Benz name, reflecting the company's internal motto, "The Star always shines from above."
The company has also introduced a new "acoustic logo" that will accompany its broadcast ads. We're not sure how to describe the sound, so here's Mercedes' explanation straight from its press release:
"The Mercedes-Benz sound logo is based on an original recording of an English boys choir from the 1990s. Sound engineers extracted a choir boy's solo vocal from the recording and adapted it for use in the sound logo."
If you ask us, it's spooky as hell and just in time for Halloween.
[Source: Automotive News Europe, sub. req'd]
It's been 16 years since Mercedes' three-pointed star last got a makeover, so those wacky Germans have decided to mix it up a bit. Those not paying close attention probably wouldn't notice anything different about the classic logo. But look closely and you'll see something missing. Instead of the three-dimensional star used for the last decade and a half seen in the first image, the company will now use a flattened, one-dimensional version on all advertising and promotional materials seen on the CL-Class press kit pic below. The star will be set apart from the Mercedes-Benz name, reflecting the company's internal motto, "The Star always shines from above."The company has also introduced a new "acoustic logo" that will accompany its broadcast ads. We're not sure how to describe the sound, so here's Mercedes' explanation straight from its press release:"The Mercedes-Benz sound logo is based on an original recording of an English boys choir from the 1990s. Sound engineers extracted a choir boy's solo vocal from the recording and adapted it for use in the sound logo."
If you ask us, it's spooky as hell and just in time for Halloween.
[Source: Automotive News Europe, sub. req'd]
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Reader Comments (Page 1 of 2)
Firley 11:10AM (10/30/2007)
Byyyyyy Mennen!
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Tool 11:10AM (10/30/2007)
Logo treatments aside, Mercedes-Benz has really nailed its branding with the new C-Class advertising and the heroic lengths the company has gone to to develop the vehicle:
"Because we promised you a Mercedes-Benz, that's why"
Anyone who owns a Mercedes immediately gets that. Nice work.
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John R 11:13AM (10/30/2007)
this seems like a lot of effort...
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Guenther 11:17AM (10/30/2007)
"Ich hab's: Wir machen den Stern FLACH!"
That's what a whole group of people came up with to earn their air...
That aside, I do like the new branding with expect more=get more.
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Menice 11:18AM (10/30/2007)
it would make sense that MB then owes some chior boys for using the recording...correct?
Flat logo looks FLAT, uninspired if thats what they want MerBenz. to perceived as ok i guess... but i would have left the Bolder, more 'stand out-ish' logo.... but then again i never would have bought chrysler.
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Paul C. 11:32AM (10/30/2007)
Have a listen to it here: http://www.youtube.com/watch?v=0DdFRHizO4k
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John R 12:00PM (10/30/2007)
just listened to it. meh...
Tool 12:11PM (10/30/2007)
Thanks. My dog started barking when I played this. Wow.
Typesbad 3:38PM (10/30/2007)
Sounds like the NBC chime, compressed a bit. I give it a two year life, max. As for the logo: if they want to present one of the most famous logos in the world, as an effort that lacks detail, whose to stop them? To me though, it sounds like little more than make-work from a bunch of "Brand strategists" trying to justify their positions.
Chintan Amin 11:38AM (10/30/2007)
ONE dimensional? Uhhh...no.
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Apu 2:21PM (10/30/2007)
Funny no one else caught that.
Johnnie 11:53AM (10/30/2007)
I'm sure that all the time and money spent on re-engineering their logo will pay off in more sales. NOT!!
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Steve 11:58AM (10/30/2007)
That sound seems horribly out of place...it come out of no where..
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500 10:41PM (10/30/2007)
I agree. This is almost like a Halloween joke. Can't think of what horror movie it reminds me of.
studemax 12:07PM (10/30/2007)
I suppose we'll get used to it, just like the "Intel inside" 4 tone sound, or the Windows chimes when you fire up the PC.
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Pat 12:13PM (10/30/2007)
how was the MB logo 17 years ago?
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Robert 12:24PM (10/30/2007)
16 years of increasing sales for MB seems pretty good to me. And it's only going up with the new C series. Between BMW, Mercedes, Lexus that don't leave much room for American luxury makes.
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J M C 3 10:01PM (10/30/2007)
I was told the Mercedes-Benz star's 3 points represented air ,sea and land.I seem to recall a military connotation,but I'm not sure.
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chris 3:14PM (10/30/2007)
I just heard the "sound" logo and I'm not thinking this will last very long.
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theguru 4:13PM (10/30/2007)
fuk was that the grudge !
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