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 Gà¶ttgens, 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.”
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.
