Mercedes Benz: How it all began

Among the car brands that exist today, perhaps the most popular one is the Mercedes Benz. The utmost quality of its engineering and its age old appeal is signified through its 3 pointed star symbol. Regarded as currency in many parts of the world, it is enjoys a universal reputation throughout the world. The brand's parent company, Daimler Chrysler shouldn't really ponder over the brand development since it is already a top notch name in the market. Mercedes Benz, Daimler Chrysler and global change have been cited as the reasons for the pursuit of brand development.

New concepts and formats adopted by the company are being cited as major reasons for its decreased brand value. Mercedes Benz is not the only, but merely one of the major car brands, within Daimler Chrysler group today; unlike its earlier position with Daimler Benz. This required for a clear line of distinction to be drawn between the brands; based on both their external and internal elements.

The specifications and quality has seen a see improvement among all leading car brands that further requires Mercedes to take intense measures to keep its position intact. Hiring a popular advertising firm in June 1999 was a step taken by the brand to retain its brand value. Their aim was to come up with such a Brand Design System that would not only surpass the earlier guidelines, but also incorporate the online advantage. This system was to be made available for consultation, by global audiences, through the firm's extranet.

The incorporation of the brand values to develop a basic statement known as Brand expression to convey the special heritage was to be developed. Both online and in print, this Expression underpinned the team's work for the entire project.It focused people's thoughts on the brand. Apart from this, the Brand Design System also worked on Basic Design Elements, Specific Design Guidelines and the General Design Guidelines.

The brand mark, colors and typefaces are among the constants that are included in the Basic Design Elements. The 3-pointed star basically remained the same; however, for its online usage it was specially modified. Guidelines on the templates, exhibitions, web design and even stationery form a major chunk of the general design guidelines. Online design is of increasing importance and, in the future, Mercedes Benz's web presence will promote the brand more actively, confirming the ascendancy of business.

Using the specific business concepts and the ideas for sub branding, the brand expression formulates the specific design guidelines. This requires for the sub brands to have some flexibility, within the brand's broad spectrum; enabling it to meet its own specific needs, apart from the common needs of the brand. The technology itself, which is used to express the Mercedes Benz values, is an expression of the same. It displays the advancement with respect to technology; and the efforts of Mercedes Benz directed towards e-branding.

When technically developing the guidelines, the main emphasis has been laid on the users itself. Brand users enjoy a single database source for all kinds of information, 24hour access, up to date information and so much more. The emphasis is on simple navigation and helpful features such as magnification, rather than on screen effects or animation.

The Mercedes Benz Brand Design System is a state of the art global brand management in action. Impressive is perhaps the right word to describe this state of the art Brand Design system of Mercedes Benz; which is comprehensive, extremely user friendly, not to mention easily accessible. In short, the brands existing within a company, should have clear distinctions; that too external as well as internal.

When dealing with a global project such as this, interpretation of the brand expression must be clearly defined. Helpful features such as simple navigation enjoy the central focus on the website rather than state of the art effects and animation.

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