The three-pointed star logo of Mercedes-Benz symbolizes the burning desire to bring dominant products everywhere: on land, underwater and even in the sky.
Every day, cruising on the streets of Vietnam, we often come across luxurious cars with the iconic three-pointed star emblem proudly displayed on the front. It’s no wonder that many people are deeply impressed by the aesthetic appeal that the logo brings. Simple, elegant, highly symmetrical and very memorable, the emblem itself has fulfilled its role as the most respectful image, the most significant introduction to the community of one of the world-renowned automobile companies, Mercedes-Benz.
Going back to history in the late 19th century, when Gottlieb Daimler, one of the co-founders of Mercedes-Benz, sent a postcard to his beloved wife with a star-shaped image surrounding the house where they lived, he wrote on it the words “one day, this star will shine bright on your career.” And things turned out exactly as he hoped. In 1909, Gottlieb Daimler’s two sons designed the logo featuring a three-pointed star for their father’s company, Daimler-Motoren-Gesellschaft.
The first star-shaped logo of Daimler
Also in Germany, 120 km away from Gottlieb and 7 years earlier, Karl Benz founded the company Benz & Co in 1883, which later became Benz & Cie in 1899. Although they had never met, the two laid the foundation for the modern automobile industry.
Shortly before that, a successful Austrian businessman named Emil Jellinek visited the Daimler-Motoren-Gesellschaft production facility and expressed his admiration by buying 23 cars to serve the “Tour de Nice” race. All these cars were named after Jellinek’s beloved daughter, Mercedes, and they won the race. Emil Jellinek continued to buy 36 more cars under the condition of establishing sales dealerships in some countries, while Daimler also agreed to allow Emil Jellinek to use the name Mercedes for these 36 cars as a birthday gift for his daughter’s 10th birthday.
The logo of Benz & Cie
In Spanish, Mercedes means charm, grace, and perhaps it was Emil Jellinek’s business acumen or the lucky connotations that the name Mercedes brings to buyers that within a short period of time, all 36 cars were sold out. Sensing the commercial value of that name, Daimler proposed to Emil Jellinek allowing them to use the name Mercedes for all their products.
In 1916, the logo of Daimler-Motoren-Gesellschaft was redesigned, adding 4 small stars and the word Mercedes, all placed within one circle, and the 4 small stars lying on the 4 tangents of another circle. In 1923, this logo was officially registered for trademark. However, there is hardly any information about the meaning of the logo, about dividing the 4 small stars evenly into 40-degree angles. In fact, this logo only existed for 3 years before Daimler-Motoren-Gesellschaft and Benz & Cie merged.
The original logo of Mercedes-Benz
To overcome the severe economic crisis of the 1920s, Daimler-Motoren-Gesellschaft and Benz & Cie successfully merged into Daimler-Benz AG (AG stands for Aktiengesellschaft – joint-stock company) specializing in automobile manufacturing. The logo of Daimler-Benz AG was designed by combining the prominent features of the Daimler-Motoren-Gesellschaft and Benz & Cie logos. The three-pointed star image was kept, and the names of Mercedes and Benz were written at the top and bottom of the circle, while the distinctive laurel branches of the Benz & Cie logo and the blood-red circle of the Daimler-Motoren-Gesellschaft logo remained unchanged. In 1926, Daimler-Benz AG registered the trademark and after changing the company’s name to Mercedes-Benz, they still used this logo until the 1990s.
In 1996, Mercedes-Benz redesigned the logo to be simpler, abandoning the image design combined with the company name from the 1920s. The Mercedes logo now only consists of the three-pointed star interned within a circle. After nearly 100 years, that three-pointed star still symbolizes the aspirations of Gottlieb Daimler.
Thao Anh (Source: TTTĐ/ Compiled)
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