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Mercedes Introduces New Sound Logo To Compliment Updated Brand Design Posted October 25, 2007 At 11:00 AM CST
As you may remember, last week Mercedes announced plans to slightly revise their brand design, separating the universally-recognizable Mercedes-Benz Star from the trademark printed "Mercedes-Benz" lettering. Further expanding upon this new brand image, Mercedes has announced today they'll also be implementing a new "acoustic trademark" for use in all ad broadcasts as well - a "sound logo" which serves to focus attention more sharply on the star as the Mercedes-Benz trademark.
According to Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars: "Our new sound logo is going to make the Mercedes-Benz brand not only visually, but also acoustically distinctive, and thus more quickly recognizable. This acoustic trademark is a perfect fit for Mercedes-Benz — it is emotional, elegant, and unmistakably associated with our brand."
The new sound logo, based on an original recording of an English boys choir from the 1990s, makes use of a choir boy’s solo vocal from the recording, and was developed in conjunction with Mercedes' lead agency, Jung von Matt. To see and hear it in action, here's an E-Class ad making use of the new acoustic wizardry; and for more info about the sound logo keep reading for the full press release.
Enjoy.
OFFICIAL PRESS RELEASE
Mercedes-Benz Introduces Sound Logo
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.
Copyright © 2007, Daimler AG
From emercedesbenz.com
The ad is rather strange...
The sound logo is the short chor at the end, coming at the same time as the bright star.
Impressive effect I must say.
As you may remember, last week Mercedes announced plans to slightly revise their brand design, separating the universally-recognizable Mercedes-Benz Star from the trademark printed "Mercedes-Benz" lettering. Further expanding upon this new brand image, Mercedes has announced today they'll also be implementing a new "acoustic trademark" for use in all ad broadcasts as well - a "sound logo" which serves to focus attention more sharply on the star as the Mercedes-Benz trademark.
According to Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars: "Our new sound logo is going to make the Mercedes-Benz brand not only visually, but also acoustically distinctive, and thus more quickly recognizable. This acoustic trademark is a perfect fit for Mercedes-Benz — it is emotional, elegant, and unmistakably associated with our brand."
The new sound logo, based on an original recording of an English boys choir from the 1990s, makes use of a choir boy’s solo vocal from the recording, and was developed in conjunction with Mercedes' lead agency, Jung von Matt. To see and hear it in action, here's an E-Class ad making use of the new acoustic wizardry; and for more info about the sound logo keep reading for the full press release.
Enjoy.
OFFICIAL PRESS RELEASE
Mercedes-Benz Introduces Sound Logo
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.
Copyright © 2007, Daimler AG
From emercedesbenz.com
The ad is rather strange...
The sound logo is the short chor at the end, coming at the same time as the bright star.
Impressive effect I must say.
But they give us this - a pre-adolescent boy that sounds slightly flat. 
:
...I miss this recognition value in the Mercedes one!
That's beyond my imaginating possibilities. 
