The German carmaker Mercedes Benz is known all over the world for its elegance, class, sophistication, and performance. It came into existence after the merger of two car companies—Daimler-Motoren-Gesellschaft (DMG) and Benz & Cie—in 1926. Its rich heritage of producing high-end luxury cars has virtually set a benchmark for the automobile industry. Its logo is a three-point star, which is almost 100 years old and has changed over time. This article explores the origins and evolution of the Mercedes logo over the years.
The Genesis of the Mercedes Logo (1902 – 1909)
The original Mercedes Benz logo comprised a horizontal oriented oval emblem with a double outline. It contained the brand name “MERCEDES” in silver and placed against a black background. The letters of the brand name were executed in varying sizes where they got taller as they reached the centre and smaller as they moved away to the edges of the oval.
(1909 – 1916)
In 1909, the Mercedes Benz logo featured an ornate circular badge or emblem in monochrome with a thick double outline to form inner and outer circles. And in the outer circle, a stylised wreath comprising a vine of leaves in white was drawn against a black background. At the centre of the circular badge was the brand name written in an eddy custom sans-serif typeface in black against a white background. The elegant-looking logo represented the energy and power of the car brand.
(1916 – 1926)
In 1916, the logo showcased a three-pointed star in white interspersed with golden lines that appear to converge at the centre and emanate from the outlines. The star was placed against a burgundy-red background and enclosed within a circular badge with a thick golden outline. Inside the thick circular frame, especially towards the sides, there were a few leaves in golden colour. At the bottom of the circular frame was written the brand name in thick golden letters and executed in a serif typeface.
(1926–1933)
The Mercedes-Benz brand was created by two pioneering engineers, Gottlieb Daimler and Karl Benz. While the iconic three-pointed star has become synonymous with Mercedes-Benz now, the original emblem was conceived by the sons of Gottlieb Daimler, Paul and Adolf. They were inspired by a star symbol that their father used to mark the family postcards.
The logo designed in 1926 featured a black-and-white, three-dimensional, pointed star placed against a burgundy-red background. The star appeared at the centre of a circular badge with thick outlines. The outer circle formed by the thick outline contained a wreath-like image consisting of a vine of leaves in white on the sides. At the top and bottom of the outer circle were placed the brand name in white against a black background. The logo exuded style, power, and sophistication.
(1933 – Present)
In 1933, the logo design saw a change, wherein the background was changed to light grey. The star at the centre of the circular emblem appeared in white and grey. The outer circle was given a blue background with stylised leaves drawn bigger than the previous version. The brand name was written at the top and bottom of the thick blue framing in white.
(1933 – 1989)
In 1933 again, another logo iteration was designed in black and placed against a white background. The minimalist logo was quite futuristic for its time and featured a thin and sharp three-pointed star in black fitted inside a circular badge with a thick black outline.
(1989 – 2009)
In 1989, the circular badge with the three-pointed star inside was made three-dimensional. The colour palette of the same was changed to gradient grey with silver accents. Thus, the emblem showing a glossy metallic texture had the brand name “Mercedes-Benz” placed below. It was written in title case and executed in a large black serif typeface. The neat wordmark showed a subtle shadow, thereby adding volume and style to the logo design.
(2009 – 2011)
In 2009, the three-dimensional logo design became flat, which enhanced the aesthetic appeal of the brand. Here, both the circular emblem and the wordmark were designed in a grey colour palette and without any embellishments. Resembling minimalism, the logo appeared thinner, thanks to the absence of shadows. The size of the wordmark was increased compared to the previous iteration, and the whole logo gave a more streamlined look.
(2011 – Present)
Entering the 21st century, the abstraction of the star in 2D and 3D forms became common. Digital media has increased the use of the standalone star in online content and advertising. Consumer preference for simplified logos aligned with this direction. The wreath consisting of a vine of leaves was eventually phased out while the typeface of “Mercedes-Benz” evolved to a modern sans-serif font. The new logo looked similar to the one designed in 1989, with the wordmark becoming thinner and the emblem thicker. In the logo, the design cues evoke speed and movement and reflect the automotive innovations of the brand.
(2025)
In April 2025, Mercedes-Benz updated its iconic three-star logo to make it appear modern and two-dimensional. The previous three-dimensional chrome emblem has given way to a two-dimensional variant in black or white for use in the digital landscape. The new design is aimed to be more contemporary and easier to be applied across various digital backgrounds. It follows the trend of using simpler design aesthetics rather than complex ones.
Interestingly, the previous three-dimensional star logo, especially its physical variant, will continue to be used on Mercedes vehicles as well as at trade shows and events to reassure the brand aficionados. The reason to use the physical variant of the previous logo is to ensure the brand heritage remains constant.
The Elements of the Mercedes Logo
Symbol
The three-pointed star within a thin roundel became the image of the brand. Here, the stars symbolised the fact that the brand aimed at conquering the three elements, namely, air, water, and land. This is due to the fact that Mercedes Benz developed engines for the aviation industry, land transport, and maritime and river transport.
Font
The typography for the Mercedes-Benz logo has undergone gradual evolution since the inception of the brand. The early text used in the logo design had larger central characters tapering outward. However, as the Mercedes identity became more established in the mid-20th century, the logo adopted a straightforward serif font. This evoked ideas of refinement and tradition.
Today, the exclusive Mercedes-Benz Corp. typography displays characteristics of a classic high-end serif. In other words, thick, bold lines that are contrasted with thin hairline strokes and small flared serifs at line ends. This elegant, sophisticated lettering conveys the rich heritage of the brand while retaining a contemporary, sleek feel.
The move towards this exclusive polished serif font shows broader shifts towards minimalism and modernity in the visual identity of the brand. The typography speaks about the core attributes of Mercedes—prestige, sophistication, and legacy—in a streamlined manner. Its balance of classic serif elements with sleek simplicity reflects Mercedes-Benz’s evolution over time. It combines heritage with continuous progress in design and engineering.
Colour
In the early decades of Mercedes-Benz, the company’s logo underwent multiple revisions in both design and colour. After a few revisions, the emblem comprising a white star set against a black circle became the consistent logo design. During the first half of the 20th century, further experiments with the logo saw it rendered in red, grey, and other colour schemes. The simplicity of the star shape also made it easy for the designers to offer stripped-down monochrome versions at various points.
However, the most familiar form of the Mercedes tri-star logo had taken shape—a chrome-textured silver star enclosed by a circle. This polished, metallic silver logo iteration aligned with the sleek, aerodynamic designs that increasingly defined the brand’s luxury vehicles. While the fundamentals of the three-pointed star remained, it evolved in colour and stylistic refinements to reflect Mercedes-Benz’s continuous progress in aesthetics, engineering, and manufacturing. The move towards a pared-down, chrome logo showed the sophistication and precision for the brand. It showed the elements that Mercedes strives to establish its brand identity and product design.
Finally
The Mercedes-Benz star logo represents one of the great brand transformations. Its iconic three-pointed emblem has now become synonymous with luxury, performance, and prestige. And despite periodic adaptations, the logo has retained the core graphic elements that tie it back to the brand’s origins and vision.
For over a century, the logo is known for its heritage and meaning. The star retains the brand equity that new brands aim to cultivate and sets Mercedes apart in a crowded automotive market. It’s a testament to the power of brand identity, developed effectively and strategically over time.