The three-pointed star logo of Mercedes-Benz represents the company’s ambition to produce exceptional products across land, sea, and air.
Every day, as we drive through the streets of Vietnam, we witness the presence of luxurious cars adorned with the iconic three-pointed star emblem on their front grilles. It comes as no surprise that this symbol captivates the admiration of many. With its simplicity, elegance, symmetry, and memorability, the Mercedes-Benz logo establishes itself as the epitome of dignity and an esteemed introduction to the world of one of the most renowned automobile manufacturers.
Looking back to the late 19th century, Gottlieb Daimler, one of the co-founders of Mercedes-Benz, sent a postcard to his beloved wife featuring a star-shaped image encompassing their residence. Alongside the image, he inscribed, “One day, this star will illuminate your career.” His aspirations materialized when, in 1909, Daimler’s two sons devised a logo bearing a three-pointed star for their father’s company, Daimler-Motoren-Gesellschaft.
The initial Daimler star-shaped logo
In parallel, 120 kilometers away from Gottlieb and seven years prior, Karl Benz established Benz & Co in 1883, later rebranded as Benz & Cie in 1899. Although they never met, these two visionaries laid the foundation for the contemporary automobile industry.
Shortly before these events, Emil Jellinek, a prosperous Austrian entrepreneur, visited Daimler-Motoren-Gesellschaft’s production facility and demonstrated his admiration by purchasing 23 automobiles for the “Tour de Nice” race. All these vehicles were christened after Jellinek’s cherished daughter, Mercedes, and remarkably, they triumphed in the race. Subsequently, Emil Jellinek made another acquisition of 36 cars, under the condition that sales dealerships be established in certain countries. In return, Daimler granted Jellinek permission to designate these 36 vehicles “Mercedes” as a birthday gift for his daughter’s 10th birthday.
The Benz & Cie logo
In Spanish, “Mercedes” denotes charm and grace. It was either Emil Jellinek’s business acumen or the auspicious implications that attracted buyers to the name “Mercedes.” Consequently, all 36 vehicles were swiftly sold. Realizing the commercial value behind the name, Daimler proposed to Emil Jellinek that the name “Mercedes” be utilized for all their products.
In 1916, Daimler-Motoren-Gesellschaft redesigned its logo, incorporating four small stars and the word “Mercedes” enclosed within one circle, with the four stars positioned on the tangents of another circle. In 1923, this logo was officially registered as a trademark. However, little information exists concerning the symbolism of the logo and the division of the four small stars into 40-degree angles. This logo endured for merely three years before the merge of Daimler-Motoren-Gesellschaft and Benz & Cie.
The original Mercedes-Benz logo
To overcome the harsh economic crisis of the 1920s, Daimler-Motoren-Gesellschaft and Benz & Cie successfully merged to form Daimler-Benz AG (AG standing for Aktiengesellschaft, meaning “joint-stock company”), specializing in automotive manufacturing. The Daimler-Benz AG logo united the distinctive elements of both Daimler-Motoren-Gesellschaft and Benz & Cie logos. The three-pointed star emblem remained intact, with the names “Mercedes” and “Benz” inscribed above and below the circle, respectively. The laurel branches from the Benz & Cie logo and the blood-red circle from the Daimler-Motoren-Gesellschaft logo were preserved. Daimler-Benz AG registered this trademark in 1926 and subsequently, after renaming the company Mercedes-Benz, retained this logo until the 1990s.
In 1996, Mercedes-Benz reimagined its logo to adopt a simpler design, discarding the combination of imagery and company name from the 1920s. Presently, the Mercedes logo solely features the three-pointed star enclosed within a circle. After nearly a century, this three-pointed star remains the embodiment of Gottlieb Daimler’s aspirations.
Thao Anh (Source: TTTÐ/ Compiled)
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