Mercedes-Benz Introduces Sound Logo
*Acoustic logo enhances new brand image
*To be used in all ad broadcasts worldwide beginning in November
*Distinctive sound with high recognition factor
Stuttgart – As part of its new brand image, Mercedes-Benz is for the first time introducing an “acoustic trademark”: the new sound logo, which will be used in all ad broadcasts starting on November 1, 2007, is intended to enhance the further developed brand design. Combined with a new film fade-out, the distinctive sound serves to focus attention more sharply on the star as the Mercedes-Benz trademark.
“Our new sound logo is going to make the Mercedes-Benz brand not only visually, but also acoustically distinctive, and thus more quickly recognizable,” says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars. “This acoustic trademark is a perfect fit for Mercedes-Benz — it is emotional, elegant, and unmistakably associated with our brand.”
The Mercedes-Benz sound logo is based on an original recording of an English boys choir from the 1990s. Sound engineers extracted a choir boy’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, Mercedes-Benz’ lead agency.
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In Canada (at least) BMW has been using the double-chime to accompany their logo for years. Nothing innovative here from Mercedes-Benz.
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