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 recognised everywhere.
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.