The brand Mercedes Benz is a name to reckon with , all around the world. Ever since they came out with their first car, they have occupied an enviable position in the field of automotive engineering. Surprisingly some countries even consider it a currency and the others are well versed with it What then is the reason behind its parent company’s (Daimler Chrysler) decision to go in for brand development? The company wants to pursue brand development for three reasons and the first involves Mercedes Benz itself, the second involves Daimler Chrysler and the third reason is global change.

With the piling up of standardized guidelines, with respect to the brand and designing; Mercedes Benz has not quite been able to keep up its earlier record of growth and innovation. Mercedes Benz is not the only, but merely one of the major car brands, within Daimler Chrysler group today; unlike its earlier position with Daimler Benz. There was a need to define precisely the blurry distinctions between brands both internally and externally. Browse more mercedez articles at mercedes dealers melbourne.

Mercedes Benz was thus prompted to take this measure to retain its premium identity, among the current cars around the world; which come with more or less the same specification. The brand management department of Mercedes Benz roped in an advertising firm of repute in June 1999 to access the situation. This task involved the super ceding of previous guidelines and also taking advantage of online advances for the development of a Brand Design System for Mercedes Benz. It was to be available through the company’s extranet to internal and external audiences, such as agencies and dealers, who could consult it worldwide.

The incorporation of the brand values to develop a basic statement known as Brand expression to convey the special heritage was to be developed. Both online and in print, this Expression underpinned the team’s work for the entire project.It focused people’s thoughts on the brand. Basic Design Elements, the General Design Guidelines and the Specific Design Guidelines were the three additional building blocks of the Brand Design System in addition to the brand expression.

The brand made use of typefaces, colors to include in the design element basics. The brand plans to stick to the vintage three pointed star as its logo although some work on the same has been done. Guidelines on the stationery, the exhibitions, web design and other applications constitute the general design guidelines for the brand. Mercedes Benz’s web presence will promote the brand more actively with online design and this will signify the confirmation of the ascendancy of e-business. Other great mercedez articles are found at mercedes benz cars.

Working on specified business areas and sub brands of services, in accordance with these two Brand Design elements, is what Specific Design Guidelines are all about. The branding system judiciously incorporates ideas and concepts such as the Charter way and dealership architecture keeping in mind that the marketing strategies and demands remain unaffected with the same. In fact, the very technology, which it uses to express its brand, is itself another expression of Mercedes Benz’s values. This is a great reflection of the brands progressive attitude towards technology.

This technical development, which includes a single database source for all information, immediate access via the desktop 24 hours a day, up to date brand information and downloadable templates, art work and images, as well as online help, a glossary, search features, useful contacts and news, focuses primarily on users. So much is offered, such as 24 hour access to information, a database that holds all kinds of information in one place and so forth. They have laid more emphasis on providing the users with a system that is easier to navigate, and offers a number of useful features; rather than emphasizing on animation and screen effects.

To conclude, this user friendly, accessible and comprehensive Mercedes Benz Design System is actually quite remarkable. Impressive is perhaps the right word to describe this state of the art Brand Design system of Mercedes Benz; which is comprehensive, extremely user friendly, not to mention easily accessible. At a glance distinctions between brands within a company needed to be precisely defined, both internally and externally.

Such a huge global project requires the precise redefining of the interpretation of brand expression. Thirdly, the functionality of a website should take precedence over its aesthetics.