The history behind the Mercedes-Benz brand

A star is born

The Mercedes-Benz brand was born under a lucky star: the current trademark comprising a three-pointed star in a laurel wreath was created in 1925 – in time for the merger between Daimler-Motoren-Gesellschaft (DMG) and Benz & Cie., which together became Daimler-Benz AG, in summer 1926.

his event marked the birth of a new car brand – Mercedes-Benz – and with it a shared aspiration to uphold the tradition of the world's two oldest car manufacturers and ensure a successful future for both. Innovation, performance, quality, awareness of tradition: the Mercedes-Benz trademark, one of the world's most familiar and esteemed brand symbols, has stood for these and other values ever since.

The story of the Mercedes star

The stories of the Mercedes star and the laurel wreath began – quite separately from one another – 17 years before the merger: on 6 August 1909, Benz & Cie. submitted an application to have the "Benz" lettering surrounded by a laurel wreath registered as a trademark to the Imperial Patent Office.

Automotive heraldry

At the start of the 20th century, trademarks and brand logos used by car firms developed into a dedicated system of symbols whose elements are in many cases still used to this day. This evolution had its roots in the formative years of the motor car: the oldest surviving trademark on a car body is the badge which Daimler affixed to its Riemenwagen in 1895.

Borrowing from city and family coats of arms

During the 20th century, many car manufacturers developed their trademarks based on the theory of colours and forms used in classical heraldry.

From Daimler to Mercédès: first DMG trademarks

The brands that preceded Mercedes-Benz initially used trademarks that were based on the company names. By way of example, a DMG design for a trademark from 1897 shows an engine with the name "Daimler" arching above it.

Gears and laurel wreaths: Benz & Cie. trademarks

Benz, too, advertised with a new, catchy signet at the start of the 20th century: in 1903, the lettering "Original BENZ" surrounded by a black ring gear was used as a trademark.

The Mercedes star is born

Whereas Benz & Cie. ultimately only modified its trademark, DMG came up with an all-new logo for its "Mercedes" lettering in 1909: Alfred von Kaulla, Chairman of the Supervisory Board at Daimler‑Motoren-Gesellschaft, prompted a search for a catchy, easily recognisable symbol for the Mercedes-branded passenger cars.

Motoring under a lucky star

Whereas this graceful form of the trademark was used primarily for printed matter, it was the combination of a free-standing, vivid star in a circle – based on the example of the Mercedes trademark – and a trademark badge from 1925 below this which established itself on cars produced by the Mercedes-Benz brand.

A video which shows the history of Mercedes Benz sign