As part of its new brand image, Mercedes-Benz is for the first time introducing an “acoustic trademark”: the new sound logo, which will be used in all ad broadcasts starting on November 1, 2007, is intended to enhance the further developed brand design. Combined with a new film fade-out, the distinctive sound serves to focus attention more sharply on the star as the Mercedes-Benz trademark.
“Our new sound logo is going to make the Mercedes-Benz brand not only visually, but also acoustically distinctive, and thus more quickly recognizable,” says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars. “This acoustic trademark is a perfect fit for Mercedes-Benz — it is emotional, elegant, and unmistakably associated with our brand.”
(6 votes, average: 4.83 out of 5)
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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. The logo was developed in cooperation with Jung von Matt, Mercedes-Benz’ lead agency.
Another change will be the display of the actual logo. Previously, the logo was always show as a 3D star with shades and shadowed sides, but now, as you might have seen in the above commercial, the logo is a 2D white logo, without any shades in the beveled sides.
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October 26th, 2007 at 7:40 pm
Everybody in the company think that it’s a really stupid sound logo and the “star always shines from above” concept is so bad, but nobody dare to say anything…
October 27th, 2007 at 2:38 pm
I couldn’t tell what the solo was about. But the “star always shines from above” isn’t as bad. I guess the public will see on Nov.1
October 31st, 2007 at 7:38 pm
the “star always shines from above thing” is ok, clever, but that sound logo is just creepy