The star in the ring becomes a globally known trademark

The star in the ring becomes a globally known trademark

04.11.2021: Anniversary of the trademark: 100 years ago, Daimler-Motoren-Gesellschaft applied for trademark protection of the Mercedes star in the ring The signet became one of the world’s best-known trademarks As early as 1909, DMG had the three-

    Anniversary of the trademark: 100 years ago, Daimler-Motoren-Gesellschaft applied for trademark protection of the Mercedes star in the ring

    The signet became one of the world’s best-known trademarks

    As early as 1909, DMG had the three-pointed star and Benz had the laurel wreath placed under protection

    The star from the Stuttgart station tower is currently on loan to the Mercedes-Benz Museum

    The marketing campaign for the anniversary will begin on 5 November 2021 on social media

The three-dimensional Mercedes star in the ring is the symbol of a continuing success story: Mercedes-Benz has just recently maintained its top position as the only European brand in the top ten of the “Best Global Brands 2021”. In the current ranking of the renowned US brand consultancy Interbrand, the brand with the star is once again – and thus unchanged since 2018 – ranked in eighth place.

The brand value has increased by three per cent to 50.866 billion US dollars compared with 2020. Consequently, Mercedes-Benz remains the world’s most valuable luxury car brand for the sixth year in a row and the only one in the top ten.

The trademark with its enormous charisma celebrates a great anniversary in 2021: The star in the ring is 100 years old in this form. On 5 November 1921, Daimler-Motoren-Gesellschaft (DMG) applied to the patent office for utility model protection for this and other variants of its trademark. It was registered as a trademark in August 1923. The cooling water screw cap immediately became a pedestal for the new Mercedes brand signet.

Soon, it was also used in other parts of passenger cars and commercial vehicles. The star itself – without the surrounding ring – had been known for a good decade. DMG applied for utility model protection for it in 1909, and it was entered in the trademark register in 1911.

A very special Mercedes star with an impressive five-metre diameter can currently be admired free of charge in front of the Mercedes-Benz Museum: the star of Stuttgart’s station tower is temporarily on loan while the station building is being rebuilt and renovated. From 2025 onwards, this landmark of Baden-Württemberg’s state capital will once again shine in its traditional place. Stars of similar size shine and rotate on numerous buildings around the world. But you rarely get as close to them as you do at the Mercedes-Benz Museum.

Mercedes-Benz: merger of company and trademark in 1926

The merger of DMG with Benz & Cie. to form Daimler-Benz AG also saw their trademarks merge: from the summer of 1926 onwards, DMG’s three-pointed star was edged with Benz’s laurel wreath – and has distinguished every Mercedes-Benz ever since, e.g. in the radiator grille, on the bonnet, on the steering wheel or on the rims. With the success of the new automotive brand, this synonym for technological innovation, engineering skill and brand-defining design began to enjoy a tremendous level of recognition worldwide and acquired immense standing.

The history of the star and laurel wreath goes back to the previous century. As early as 1899, Austrian businessman Emil Jellinek, who lived in Baden near Vienna as well as in Nice, used the name of his daughter Mercédès as a pseudonym for team and driver when using DMG vehicles. A little later, the name “Mercedes” became the product name of the vehicles that Jellinek ordered from DMG. It was registered as a trademark on 26 September 1902.

The term is followed by the characteristic symbol: Paul and Adolf Daimler, the sons of automobile pioneer Gottlieb Daimler, who died in March 1900, remembered how their father had added a star to a postcard showing the family home many years ago. DMG took up the idea and applied for utility model protection for a three-dimensionally drawn representation of the symbol designed by Adolf Daimler himself.

The three-pointed star was intended to symbolise Gottlieb Daimler’s vision of motorisation “on land, on water and in the air”. On 24 June 1909, DMG registered the characteristic Mercedes star as a trademark with the German Imperial Patent Office.

Independently of this, the competing Benz & Cie. registered the “Benz” lettering framed by a laurel wreath as a trademark on 6 August 1909. In October 1910, it was entered in the symbol records. The laurel wreath – instead of the cogwheel used until then – was apparently intended to refer to the significant victories of the Mannheim company in motorsport.

The fact that both manufacturers registered their new trademarks in the same year appears in retrospect to be a parallel to the year 1886. For it was then that Carl Benz and, a little later, Gottlieb Daimler invented their automobiles powered by a high-speed internal combustion engine.

The three-pointed star in the laurel wreath

After the establishment of the community of interests between Benz and Daimler in preparation for the corporate merger on 1 May 1924, the emblems of the two oldest car manufacturers initially stood side by side. On 18 February 1925, accomplished graphic artists finally put the effective signets together. Thus, the three-pointed star and laurel wreath as well as the word marks Mercedes and Benz merged to form a new trademark.

On 18 February 1925, the new emblem and subsequently the word mark “Mercedes-Benz” were registered. To this day, this trademark remains almost unchanged. As a badge with the highlighted three-pointed star, it adorns all Mercedes-Benz vehicles, quite apart from the larger star on the front of many vehicles of this brand, which stands on its own.

On a side note: parallel to the three-pointed star, DMG also had a four-pointed star protected in 1921. However, it was not used until many decades later, from 19 May 1989: as a trademark of former aerospace company DASA (Deutsche Aerospace Aktiengesellschaft) and later DaimlerChrysler Aerospace.

The marketing campaign for the anniversary

The campaign for the brand’s anniversary will start on the social media channels of Mercedes-Benz from 5 November 2021. The direct link to the sixty-second campaign film:

The spot explains the evolution of the Mercedes-Benz trademark and reaffirms its charisma. With a specially developed design language consisting of technical drawings as well as brand and product elements, Mercedes-Benz makes reference to a selection of past marketing activities.

The format shows contemporary versatility and modern luxury: everything that the brand with the star stands for. Mercedes-Benz strives to inspire customers and meet their needs with a range of exceptional products and services. Sustainable, individual mobility is at the core of the company’s corporate strategy.



- Mercedes also photos


04.11.2021 / MaP

More News

The CUPRA UrbanRebel Concept on the move
100% electric       The prototype unveiled in Munich takes to the track for the first time with Dr. Werner Tietz at the wheel    The car reaches 100 km/h in 3.2 seconds thanks to its maxi more >>
Mercedes-EQ and Riot Games present “Making of” the Championship Ring
Documentary shows the creation process of the new League of Legends World Championship Ring.Shortly before the highlight of the League of Legends World Championship (Worlds 2021 for short), Mercedes-EQ and Riot Games provide an insight into the d more >>
SKODA AUTO showing first sketches of new SLAVIA
ŠKODA AUTO has released two official design sketches that tease the new SLAVIA for the Indian market. The second new model from the INDIA 2.0 project follows the KUSHAQ SUV introduced in early 2021 and is a classic notchback saloon for more >>
BYD sets new milestone in Indian EV market with all-electric MPV, says GlobalData
Following the news that Chinese EV manufacturer Build Your Dreams (BYD) launched all-electric MPV in India; Bakar Sadik Agwan, Senior Automotive Consulting Analyst at GlobalData, a leading data and analytics company, offers his view:  more >>
Nexen Tire debuts two all-new tires at annual SEMA Show
– Next-Generation Tires Hit the Stage at Premier Aftermarket Trade Show in Las Vegas –  Nexen Tire America, Inc., a worldwide leader in high-performance, passenger, SUV/light truck and winter tire technology, today announced the launch of two al more >>
Kia America announces 2022 Rio and Rio 5-door pricing
The 2022 Rio and Rio 5-door arrive wearing Kia’s new corporate identity. The sporty subcompact is loaded with essential technology and wrapped in a stylish, space-efficient package. An immobilizer is now standard across the entire line. more >>
Alpine enters the virtual world of NFTs - From the Alps to the metaverse
    Alpine at the forefront with the release of a new concept car exclusively as NFTs: a world first for a car manufacturer.    Alpine GTA Concept: an exclusive design in five unique liveries.    Five liveries created by the designers  of Alpine Cars and Alpine F1 Team.  &nb more >>
Green light for the joint company Bugatti Rimac
New chapter in the history of the automotive industryPorsche, Bugatti and Rimac are writing a new chapter in the history of the automotive industry. On 1 November, less than four months after it was first announced, o more >>
Nine out of 10 driving instructors say learners have picked up bad driving habits from their parents
    Not following ‘mirror, signal, manoeuvre’ is the number one habit they hate, followed by steering incorrectly, not observing and coasting    App, book and L-Plate package launched to help learners and their parents more >>
UN Decade of Action on road safety: Businesses to play their part in global plan to cut road risk
The United Nations launches its Decade of Action on Road Safety 2021-2030, with the target of preventing at least 50% of the current level of road traffic deaths and injuries by 2030. Businesses have a major part to play in achi more >>
UK manufacturing urged to act now on digitalisation or risk being left fighting for survival - report
    The COVID-19 pandemic has brought a renewed focus on digitalisation and automation, particularly with the summer’s ‘pingdemic’ bringing many factories to the point of closure &n more >>
Shmee150 goes ‘supersonic’ as he purchases a Zenvo TSR-S as his first hypercar
    Zenvo Automotive can confirm that world renowned YouTuber and car collector Tim Burton has ordered a brand-new Zenvo TSR-S    The first hypercar in his collection, Tim will take delivery of his bespoke TSR-S in 2022, which he has already started specifying    Otherwise known as Shmee150, Tim boast more >>
Hagerty Appoints Mark Roper as Managing Director of UK Operations
Today, Hagerty announced the latest addition to its executive leadership team to further drive the company's growth as a global automotive lifestyle brand. Mark Roper joins as Managing Director of Hagerty International Limited taking charge more >>
Ford Announces Next-Gen Ranger Reveal Date - with video
Ford Motor Company will reveal the much-anticipated next-generation Ford Ranger pickup on November 24. Ford has reimagined, redesigned and reengineered the Ranger to be the smartest, most versatile and most capable Ranger yet for customers in more than 180 markets more >>
TOYOTA GAZOO Racing to Reproduce and Sell Spare Parts for the AE86 Corolla Levin / Sprinter Trueno
TGR Heritage Parts ProjectTOYOTA GAZOO Racing (TGR) has announced that it is reproducing spare parts for the Corolla Levin / Sprinter Trueno (“AE86”)*1, and will start selling them both domestically and overseas on November 1, as part of the GR Herit more >>
Ford Wildlife Foundation supports African Wild Dog conservation
•    The Kruger National Park has the largest contiguous population of Wild Dogs in South Africa •    The African Wild Dog’s population is currently threatened by a combination of factors•    FMCSA contributes to conservation actions by allocating Ford Ranger vehicles towards environmental an more >>
BMW to Open BMW M Driving Experience Center at Indianapolis Motor Speedway in 2022.
    A new, purpose-built BMW M Driving Experience Center will open at the iconic Indianapolis Motor Speedway following a successful pilot program last summer.      The partnership will feature BMW Performance Driving School classes taught by BMW certified drivers, driving experiences and a newly developed two-story ex more >>
Ultrafabrics Partners with Jaguar Land Rover to Define the Future of Sustainable Luxury with the New Range Rover models
Ultrafabrics is pleased to announce the most recent chapter of its partnership with Jaguar Land Rover in the form of the revolutionary Range Rover, JLR's most ambitious luxury vehicle to date. The elegant new Range Rover defines modern luxury, providin more >>
bp and Infosys to Develop 'Energy as a Service' Solution for Campuses and Cities
bp, a global integrated energy company, and Infosys, (NSE: INFY) (BSE: INFY) (NYSE: INFY), a global leader in next-generation digital services and consulting, today announced that they have agreed to develop and pilot an energy as a service (EaaS) solution, which will aim to help businesses improve the energy efficiency of infrastructure, and help meet their decarbonization goals. & more >>
Lexus and the University of Miami to present immersive installation at Design Miami 2021
    Lexus enters fourth year as the Automotive Partner of Design Miami/    This year’s installation to explore Lexus’ electrified, carbon-neutral vision for the future    Project led by Germane Barnes, Principal of Studio Barnes and Assistant Professor at the University of Miami School of Archit more >>
World Opening of CAKEsite :Stockholm
CAKE's first Showroom/ Retail/ Test Ride & Service Space is now open. In a key initiative to accelerate from global start-up towards vehicle industry operator, Swedish electric motorbike manufacturer CAKE is launching the very first CAKE more >>
All-New 2023 KIA Sportage Undergoes Total Transformation: Gets Bigger, Gets Bolder
Kia’s Longest Running Nameplate Debuts with Stylish and Trail-Ready Versions, with Electrified Versions on the Horizon         2023 Sportage upstages subcompact SUV segment with larger and more capable lineup featuring more >>
Renamed telematics system aligns with Kia’s new future-focused EV brand direction
    Kia Connect enhances UVO catalog of features with new updates and added amenities including Map Over the Air (OTA) updates starting with all-new 2022 EV6 crossover1    New name emphasizes the importance of connectivity, as Kia Connect is now available on at least one configuration of all Kia models  &n more >>
Goodyear and Waze team up
...TO BRING COLLEGE FOOTBALL ANALYST KIRK HERBSTREIT AND THE ICONIC GOODYEAR BLIMP TO YOUR DRIVES THIS COLLEGE FOOTBALL SEASONNew integration brings the stadium experience to your vehicles all season longEmmy award-winning college footba more >>
BMW Group Plant Munich goes fully electric
- Plant Munich launches production of the fully electric BMW i4 - At least half of all cars from Munich plant will be electrified by 2023 - Project for emission-free transport logistics in home plant gets under way - Nedeljković: “BMW i4 is a milestone on the road to electric mobility.” more >>
Renault and Mathieu Lehanneur reinvent the 4L
THE POP ICON IS GIVEN A MAKEOVER BY FRENCH CREATOR TO CELEBRATE ITS 60th ANNIVERSARYTo celebrate the 60th anniversary of the Renault 4, the brand decided to team up with designer Mathieu Lehanneur to reinvent the vehicle. The result is SUITE N°4, an origin more >>
Hyundai’s global brand value continues to grow
The Hyundai Motor Company continues its steady climb in Interbrand’s Best Global Brands Rankings with a 35th place overall for 2021, up one notch from 2020. Furthermore, according to Interbrand’s comprehensive assessment, Hyundai Motor’s more >>
EPA-estimated 42 MPG city! All-new Ford Maverick Hybrid is now America's most fuel-efficient hybrid pickup
    The all-new 2022 Ford Maverick Hybrid – the first standard hybrid pickup in America – officially has an EPA-estimated rating of 42 miles per gallon in the city    The first Maverick Hybrid pickups are expected to start shipping in December with customer deliveries expected to start in January, arriving with an EPA-est more >>
Silex Insight offers low-power embedded video solution for manufacturing and automotive
Silex Insight – leading provider of video codec and AV over IP solutions – has engineered a hardware solution for easy, low-energy, low-resource compression, and transport of high-quality video in industrial environments. The IP block implements the Colibri video codec and can be easily integrated on all FPGA platforms used in the industry. more >>
Kia America Teases All-New SUV
Kia’s all-new, boldly designed and highly capable SUV will make its North American virtual debut October 27. Going on sale early next year with a variety of powerful and efficient engines and available in FWD and AWD, this all-new SUV will arrive with more >>
BMW Group plans to source steel produced with green power and hydrogen from northern Sweden
Harnessing wind and hydroelectric power from the Arctic Circle: - Agreement with Swedish startup H2 Green Steel: first deliveries for Neue Klasse from 2025 -  Up to 95% reduction in CO2 emissions compared to conventional methods more >>
New Porsche 718 Cayman GT4 RS excels during final testing
World premiere in NovemberThe Porsche 718 Cayman GT4 is getting a big brother: the 718 Cayman GT4 RS. The new top model of the 718 family is well prepared for its world premiere in November. During final testing and evaluation drives, the first 718 to carry the RS b more >>
The BMW M135i xDrive: a compact four-cylinder sporting powerhouse with even sharper dynamics
Retuned springs and dampers, precise tweaks to the chassis and an optimised soundtrack turn the BMW M premium compact model’s performance up another notch.BMW has honed the track-inspired characteristics of its four-cyl more >>
Suzuki and Toyota tie-up extension to increase India focus and strengthen global competitiveness, says GlobalData
Toyota and Suzuki are likely to extend their tie-up with focus on electric and ICE shared products. The extension will include the co-development of BEV and fuel-cell vehicles instead of just hybrids as announced initially. The association is expected to strengthen the compe more >>
Audi electrifies FC Bayern basketball players
   Audi hands over e-tron, Q4 e-tron and Q5 TFSI e to FC Bayern Basketball        All players are now driving fully electric, managers electrified        Charging infrastructure goes operation together with main sponsor BayWa Audi and FC Bayern are conti more >>
Foxconn sets new milestone with three EV prototypes, says GlobalData
Following the news that Taiwan smartphone maker Foxconn showcased three electric vehicle (EV) prototypes under its own ‘Foxtron’ brand; Bakar Sadik Agwan, Senior Automotive Consulting Analyst at GlobalData, a leading data and analytics company, offers his view:  more >>
Line up to race the LEGO® Technic™ McLaren Senna GTR in Asphalt 9: Legends Grand Prix
The LEGO® Technic™ McLaren Senna GTR has accelerated its way onto a new racetrack – this time, the tarmac of Asphalt 9: Legends, the latest game in the Asphalt racing series, a franchise which recently crossed the 1 billion download mark. more >>
Porsche Ventures invests in iMaker
The next step in building a digital ecosystemA strategic investment that goes beyond the automotive industry: Porsche Ventures has invested in the technology company iMaker, China's leading provider of virtual influencers and digital ecosystems. more >>
Rolls-Royce Black Badge - Born from heritage
The desire for self-expression is fundamental to the human condition. It is one of the principal reasons clients are drawn to Rolls-Royce, which offers matchless opportunities to push boundaries, redefine what’s possible and challenge established convention. Our Black Badge series of motor cars captures this spirit in extremis. more >>
2001-2022 copyright