Today, among the most popular car brands around the globe, is in fact 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 question that arises thus, is why Daimler Chrysler, Mercedes Benz's parent company, feels there is a need for brand development? There is a three-fold answer to this question; Daimler Chrysler, Mercedes Benz and global change.
It was an accumulation of brand guidelines as well as design formats that have kept Mercedes Benz from sticking to its record of constant growth and innovation. More than one major car brand exists under the Daimler Chrysler group, which is totally a new situation for Mercedes Benz and has created a difference in its earlier position within Daimler Benz. Both internal and external defining of distinctions between brands had become crucial.
It was crucial for Mercedes Benz to retain its premium identity in an era when cars are tending to converge in terms of their specifications, performance and quality. A much renowned advertising firm was assigned the task of managing the brand in the year 1999. This task involved the super ceding of previous guidelines and also taking advantage of online advances for the development of a Brand Design System for Mercedes Benz. It aimed at making the brand design and other concepts accessible for all the dealers and agencies around the world as well as the internal audience for the brand.
The heritage and the vintage appeal of the brand Mercedes was carried in the form of a Brand expression created henceforth. It was aimed to express the values on which the working of the whole Mercedes Benz team is based. The other important aspects of the brand expression were the general design guidelines, the specific design guidelines and the basic design elements.
Constants forming the basis of the brand, such as typefaces, brand marks, colors etc, fall under the head of Basic Design Elements. There is no radical change made in the three pointed star which has been reworked upon extensively to make it compatible for screen based applications. Guidelines on the templates, exhibitions, web design and even stationery form a major chunk of the general design guidelines. With the advent of e-business, online presence has almost become indispensable for any firm today; and so it is important to have the perfect web designing.
The specific areas of business as well as the concept of sub-branding are covered by the specific design guidelines. The branding system judiciously incorporates ideas and concepts such as the Charter way and dealership architecture keeping in mind that the marketing strategies and demands remain unaffected with the same. Mercedes Benz's values means in the same way it values the end which is evident in the technology that makes the guidelines available to users. 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. They now enjoy a single database source for all information, immediate access via the desktop 24 hours a day, up to date brand information and downloadable templates, art work and images, as well as online help, a glossary, search features, useful contacts and news. The screen can be magnified and navigation is extremely simple to help users get through it easily.
The brand design system has proven to be highly beneficial for Mercedes and has further raised its value. This Brand Design System of Mercedes Benz, being accessible, user friendly as well as comprehensive, is unparalleled. There needs to be a streamlined and dedicated brand design system both internally as well as externally.
It is best to describe the design and other structures in a more clear fashion to be able to stand among the crowd. By creating a system that has accessible and easy to use features, Benz has managed to create a great brand value for itself.