As part of its new brand image, Mercedes-Benz is introducing the new sound logo, which will be used in all ad-broadcasts starting November 1, 2007. This ‘Acoustic trademark’ is proposed to enhance the further developed brand design.
The Mercedes-Benz sound logo is based on an original recording of an English boys choir from the 1990s. Sound engineers extracted a choirboy’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, which is a Mercedes-Benz’s leading agency.
Dr. Olaf Gottgens, Vice President Brand Communications Mercedes-Benz Cars, believes that the new sound logo will help make Mercedes-Benz not only visually, but also acoustically distinctive, and thus more quickly recognizable. He quoted:
This acoustic trademark is a perfect fit for Mercedes-Benz ‘ it is emotional, elegant, and unmistakably associated with our brand.
Combined with a new film fade-out, the distinctive sound serves to focus attention more sharply on the star as the Mercedes-Benz trademark.
[Source: Daimler]
