One hundred and ten years ago, Daimler-Motoren-Gesellschaft (DMG) and Benz& Cie. laid the foundations for one of the most valuable trademarks in the world. On 24 June 1909, DMG registered the three-pronged Mercedes star as a trademark with the German Imperial Patent Office. The “Benz” lettering enveloped by a laurel wreath followed on 6 August 1909 by what was then a competitor. In 1925, as part of the cooperation and the merger of the two companies, this turned into the signet used by Mercedes-Benz to this day – graphical masterpiece and, at the same time, a synonym for innovation and luxury.


The Mercedes-Benz trademark also characterizes the appearance of the company in public spaces. Installations on the roofs of striking buildings that can be illuminated at night are particularly impressive. For example, in Germany from 30 March 1965, a ten-metre-tall Mercedes star rotated on the roof of Europa-Center on Kurfürstendamm in Berlin. The 15-tonne trademark was the largest rotating and hydraulically tilting neon sign in the world at the time. In Hollywood, too, the Mercedes star has been prominently used since this period – just as it has everywhere in outstanding citied all over the world. Cars, architecture and social media make it clear: the charisma of this famous trademark is unbroken.