Automotive Mercedes-Logo against black backdrop

Published on November 5th, 2021 | by Subhash Nair


Mercedes-Benz Star-In-Ring Logo Turns 100 Years Old

World-renowned Mercedes-Benz logo now 100 years old.

On this day 100 years ago, the now-famous Mercedes-Benz symbol of the star-in-ring was sent into the patent office to be registered as a trademark. At the time, the trademark was registered by Daimler Motoren Gesellschaft (DMG). From 1926, DMG and Benz & Cie merged to form Daimler-Benz AG – and the logo evolved to include a laurel wreath.

Partner in the new coat of arms: Mercedes star with Benz laurel wreath from 1926. The trademark still adorns Mercedes-Benz radiator badges today. (Photo signature in the Mercedes-Benz Classic archives: 1998M391)

Birth of the Star

The three-pointed star as part of the company’s logo has its roots in a deeply personal family anecdote. Gottlieb Daimler had added a star to a postcard showing their family home. This story was shared by his sons, Paul and Adolf Daimler and later DMG decided to use it. Adolf Daimler himself designed a three-dimensional star to symbolise the Gottlieb’s vision of motorisation on land, on water and in the air.

This original 3-pointed star was submitted to the patent office for trademark protection back in 1909 and in 1911, the 3-pointed star became a registered trademark. They also designed a four-pointed star logo, but this was only used much later on by the unrelated Deustch Aerospace AG.

From gold to silver: The registered trademarks of Daimler-Motoren-Gesellschaft and Benz & Cie. from 1909 (top row), the modified Mercedes star from 1916 and the new Mercedes-Benz trademark from 1926. The version of the star in a circle registered in 1921 corresponds to the later form of the stylised Mercedes-Benz trademark. (Photo signature in the Mercedes-Benz Classic archives: A2000F5617)

Coincidentally, Benz & Cie, had also registered their laurel wreath logo in 1909, before the two companies merged. The two companies also independently invented automobiles with internal combustion engines in 1886.

BHPetrol_Euro5 Diesel_2021

In May 1924, the two oldest car manufacturers merged and in February 1925, graphic artists finally merged their two signets with the registered word marks “Mercedes-Benz”.

Poster from 1926 for the merger of Daimler and Benz. It shows the three-pointed star of Mercedes and the laurel wreath of Benz. (Photo signature in the Mercedes-Benz Classic archives: B42791)

A 5-metre wide Mercedes star can currently be seen free of charge in front of the Mercedes-Benz Museum. It was the star of Stuttgart’s station tower, which is temporarily on loan while the station building is being rebuilt and renovated. From 2025 onwards, this landmark of Baden-Württemberg’s state capital will once again be returned to its original place.

Mercedes star on the train main station tower in Stuttgart is dismantled due to the construction, March 2021

To celebrate this important milestone for the company, Mercedes-Benz social media channels will be hosting a marketing campaign.

The spot explains the evolution of the Mercedes-Benz trademark and reaffirms its charisma. With a specially developed design language consisting of technical drawings as well as brand and product elements, Mercedes-Benz makes reference to a selection of past marketing activities. The format shows contemporary versatility and modern luxury: everything that the brand with the star stands for. Mercedes-Benz strives to inspire customers and meet their needs with a range of exceptional products and services. Sustainable, individual mobility is at the core of the company’s corporate strategy.

Tags: , , ,

About the Author

Written work on @subhashtag on instagram. Autophiles Malaysia on Youtube.

Comments are closed.

Back to Top ↑