Author Topic: Mercedes-Benz historical logotypes, corporate visuals and advertising  (Read 689 times)

floyd111

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It took years, but with the help of the many MB collectables I have gathered over time, and some serious web-checking, I have managed to compile a list of visual changes that the MB logotypes went through since the beginning of time. There is more to be added in detail, for sure. It's not easy to cover the 80's, so imagine how difficult it is to cover 1900-1937.
I will add more data regarding the pre-war era when I have time. I tried to do my best. The data here is all about personal vehicle programs in Germany/Europe. Data from the USA and other continents varies, for they were often not bothered with German corporate directives when it comes to these matters. Many simply did their own thing. Also beware of the countless private or third-party issues, both in Germany and abroad, that can be very confusing if allowed into the mix.
The goal is to allow anyone to obtain the right era-items for their car, if desired, but also to assist those that simply like to collect automobilia.
For me it is both, and it allows me to properly describe the items in my collection, group them properly and date them.
Since MB uses 2 types of visuals, depending on the group at hand, I have done the same thing.
Note that after 1955, it was normal to use a second star or text color, often white or black. The third, blue version also pops up at times, but rarely. Professional vehicle logotypes are a seperate group that I have not included. Much is the same, but there are more colors in use, and logotype transitions often happen much later in the group

Standard company logotype for personal vehicle advertising - accessories, gifts, special advertising

1937 closed star blue, high font - cursive font, all caps, blue closed star
1938 closed star blue, high font - cursive font, all caps, blue closed star
1939 closed star black, high font
1948 closed star black, medium high font
1949 closed star black, medium high font
1950 closed star black, medium high font
1951 open star no color, transition font
1952 open star no color, flat font
1953 open star no color, flat font
1954 open star no color, flat font
1955 transition open star no color to closed star black, flat font
1956 closed star black, flat font
1957 closed star black, flat font
1958 closed star black, flat font
1959 closed star black, flat font
1960 closed star black, flat font
1961 closed star black, flat font
1962 closed star black, flat font
1963 closed star black, flat font
1964 closed star black, flat font
1965 closed star black, flat font
1966 closed star black or blue, flat font - all caps, medium high font
1967 closed star black, flat font
1968 transition, closed black or blue to M, B, in caps
1969 closed black, M, B, in caps - all caps, fat font
1970 closed black, M, B, in caps - all caps, thin font
1971 closed black, M, B, in caps - all caps, thin font
1972 closed black, M, B, in caps - M, B, in caps, thin font
1973 closed black, M, B, in caps - all caps, thin font
1974 closed black, M, B, in caps - all caps, thin font
1975 closed black, M, B, in caps - all caps, thin font
1976 closed black, M, B, in caps - M, B, in caps
1977 closed black, M, B, in caps
1978 closed black, M, B, in caps
1979 Daimler-Benz issued - all caps, closed star, white or black
1979 closed black, M, B, in caps -
1980 transition closed star black or white, M, B, in caps, thin font to closed star, Modern font - M, B, in caps, thin font
1981 transition closed star black or white, M, B, in caps, thin font to closed star, Modern font - M, B, in caps, thin font
1982 closed star, Modern font - M, B, in caps, thin font
1983 closed star, Modern font - M, B, in caps, thin font
1984 closed star, Modern font - M, B, in caps, thin font
1985 closed star, Modern font - M, B, in caps, thin font
1986 closed star, Modern font - M, B, in caps, thin font
1987 closed star, Modern font - M, B, in caps, thin font
1988 closed star, Modern font - M, B, in caps, thin font
1989 closed star, Modern font - M, B, in caps, thin font
1990 modern font, star with relief - M, B, in caps, thin font
« Last Edit: 11 September 2018, 02:10 AM by floyd111 »

floyd111

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Re: Mercedes-Benz historical logotypes, corporate visuals and advertising
« Reply #1 on: 11 September 2018, 02:13 AM »
And that's because this MB-issued logo oversight is highly incomplete, and depending what you judge, highly incorrect in many ways.. I looked at this pic a thousand times, trying to figure out the meaning of it, and it makes no sense. It's not the logos on the grille, it's not the logos on dealer gifts, not the logos on spare part boxes, nor the logos on brochures of those eras. There'd always be one version correct in one theory, but in no case do all these logos make any sense in the same fashion.

marku

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Re: Mercedes-Benz historical logotypes, corporate visuals and advertising
« Reply #2 on: 11 September 2018, 11:50 AM »
That's quite some effort on your part shouldn't it be in the library?
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floyd111

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Maybe someone here knows the answer here.. In the pics you find 3 stars.
1 blue ring/blue field/white star
2 black ring/blue field/white star
3 50's old star. Check the details in the star. Seems identical to nr 1 and 2
3 regular star, blue ring, silver field, white star

1 and 2 are the mystery here. I have tracked nr 2 to 1955-1957, but that's just a lighter production date. The star could be quite a bit older.
No data on nr 1 at all.
Can anyone chip in here? Any ideas?

ptashek

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All four are just small variations of the same core  design used since early 20s, up-to maybe even early 80s (e.g. on grille badges). If you want to pinpoint exact dates for each, I'd ask the brand management folks as Daimler directly. I can ping some of my contacts in the industry to see if they know someone close to source.

MB still sell accessories using this design. I happen to have one of these; looks nice along the old school key.

https://www.mercedes-benz-classic-store.com/accessoires/schluesselanhaenger/1451/schluesselanhaenger-historischer-stern
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floyd111

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Well that s the thing.. Looks like type 1 and 2 were never used anywhere, and both are actually not an official version, but an aftermarket thing, a local invention, if you will.
Don't want to jump to conclusions though.
There's been a lot of Mercs over the years, so it's possible I missed a bunch.

floyd111

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The updated list. Still need to narrow down the 1900-1922 era.

1922 Mercedes, oversize relief star in black circle, red center, cursive font
1923 Mercedes, oversize relief star in black circle, red center, cursive font
1924 Mercedes, fat closed center star only, cursive font
1925 Mercedes, undersize fat relief star, red center, same as modern font, fat, cap M cap B
1926 Mercedes-Benz, undersize fat closed AND relief star, same as modern font, fat, cap M cap B
1927 Mercedes-Benz, undersize fat closed AND relief star, same as modern font, fat, cap M cap B
1928 Mercedes-Benz,
1929 Mercedes-Benz,
1930 Mercedes-Benz,
1931 Mercedes-Benz,
1932 Mercedes-Benz, traditional grille star, same as modern font, fat, all caps
1933 Mercedes-Benz, skinny relief star, same as modern font, fat, all caps
1934 Mercedes-Benz, skinny relief star, same as modern font, fat, all caps
1935 skinny relief star, same as modern font, fat, all caps
1936 skinny relief star, same as modern font, fat, all caps
1937 skinny relief star, same as modern font, fat, all caps
1938 skinny relief star, same as modern font, fat, all caps
1939 skinny relief star, same as modern font, fat, all caps
1940 skinny relief star, same as modern font, fat, all caps
1941
1942
1943
1944
1945
1946
1947
1948 closed star black, medium high font
1949 closed star black, medium high font
1950 closed star black, medium high font
1951 open star no color, medium high font, also still using closed star black, medium high font
1952 open star no color, medium high font, also still using closed star black, medium high font
1953 open star no color, medium high font
1954 open star no color, medium high font
1955 open star no color, medium high font
1956 transition open star no color to closed star black, medium high font
1957 closed star black, medium high font
1958 closed star black, medium high font
1959 closed star black, medium high font
1960 closed star black, medium high transition to flat font
1961 closed star black, flat font
1962 closed star black, flat font
1963 closed star black, flat font
1964 closed star black, flat font
1965 closed star black, flat font
1966 closed star black or blue, flat font - all caps, mdedium high font
1967 closed star black, flat font
1968 transition, closed black or blue to M, B, in caps
1969 closed black, M, B, in caps - all caps, fat font
1970 closed black, M, B, in caps - all caps, thin font
1971 closed black, M, B, in caps - all caps, thin font
1972 closed black, M, B, in caps - M, B, in caps, thin font
1973 closed black, M, B, in caps - all caps, thin font
1974 closed black, M, B, in caps - all caps, thin font
1975 closed black, M, B, in caps - all caps, thin font
1976 closed black, M, B, in caps - M, B, in caps
1977 closed black, M, B, in caps
1978 closed black, M, B, in caps
1979 Daimler-Benz issued - all caps, closed star, white or black
1979 closed black, M, B, in caps -
1980 transition closed star black or white, M, B, in caps, thin font to closed star, Modern font - M, B, in caps, thin font
1981 transition closed star black or white, M, B, in caps, thin font to closed star, Modern font - M, B, in caps, thin font
1982 closed star, Modern font - M, B, in caps, thin font
1983 closed star, Modern font - M, B, in caps, thin font
1984 closed star, Modern font - M, B, in caps, thin font
1985 closed star, Modern font - M, B, in caps, thin font
1986 closed star, Modern font - M, B, in caps, thin font
1987 closed star, Modern font - M, B, in caps, thin font
1988 closed star, Modern font - M, B, in caps, thin font
1989 closed star, Modern font - M, B, in caps, thin font
1990 modern font, star with relief - M, B, in caps, thin font

marku

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That is quite  some research are you going to consolidate it and put it in the library? You should join the Mercedes-Benz Club UK they have quite an online archive which is always being added to.
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floyd111

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He Marku

I did as suggested, wrote to them, registered and awaiting their answer. Maybe they also have the 70's showroom photos I need..
« Last Edit: 09 April 2019, 11:02 PM by floyd111 »

marku

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They do have some showroom photos mostly I think in the Midlands here. Hope you are successful although of course their motivation is a service to UK members they may respond to genuine research. If not perhaps I might provide an alternative.
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floyd111

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I pretty much went into one in my letter to the admins, focused on what would/could matter to them. Let's see. No word yet.

marku

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It is a volunteer service so might take some time to get an answer. I will have a look and see if I can come up with a list.
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marku

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They have 16 pictures of Mercedes showrooms and parts stores from the mid 70's if you are interested I can send them to you.
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floyd111

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sure! Or a link will do as well. Thanks!

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