At Omega we understand that your brand says everything about you. It
tells your customers what you stand for, your values and is the focal point
for your business delivering a strong brand promise. A great example of
this is the Mercedes Benz’s three-pointed star logo. It has come to
represent quality, innovation, and tradition and its iconic design is
The relaunch of the Mercedes Benz brand was therefore a significant
development but it is a great illustration of a refresh that re-energises the brand
without losing any of its key characteristics.
The new brand is being launched across all communication channels and the
signage at dealerships is a key player in this. As brand guardians we understand
the importance of delivering strong consistent signage packages that reflect a
brands new identity across an estate and we were therefore delighted to be
chosen as the premier supplier to project manage the entire rollout.
With over 270 dealerships this was a mammoth task as we had to survey,
scheme and receive planning permission for every site. As the rebrand was also
across the AMG; Smart and Fuso brands, clarity was also needed on how each
brand would be presented at each site.
To date a third of the estate has been rebranded and the impact is spectacular.
The new star logo sign is in polished stainless steel with rimless letters and a white
acrylic front giving a minimalistic and refined look that is equally effective both in
daylight and at night when it is lit up. This effect is replicated across the AMG
logo, which is part of the Mercedes Benz brand, and against the glass facia it
enhances its quality and innovative nature.
The Fuso brand has also been updated, with the Smart brand moving from a
landscape to a portrait design and portrayed across different facias and totems
these 2 new designs complete the full corporate identity package.
The piece de résistance is at the 2 new flag ship stores in Cheshire Oaks and
Epsom where, a 15 metre high, rotating star, which illuminates, has been erected
to really enhance store standout and visibility. Seeing is believing.