History Behind The Mercedes-Benz Brand And The Three-Pointed Star

Alx · 02-13-2007, 09:14 AM

OFFICIAL PRESS RELEASE

The history behind the Mercedes-Benz brand and the three-pointed star

Gottlieb Daimler and Karl Benz

The invention in the 1880s of the high-speed engine and the automobile enabled Gottlieb Daimler and Karl Benz – independently of one another – to lay the foundations for the motorization of road transport. With the help of financial backers and partners, they both invested their private developments in their own enterprises – in Mannheim, Benz founded the firm Benz & Cie. in October 1883, and Daimler-Motoren-Gesellschaft (DMG) was formed in November 1890.

In order to gain publicity and a certain distinction for their products, both companies sought a suitable trademark. To begin with, the inventors used their own names – “Benz” and “Daimler” – which vouched for the origin and quality of the engines and vehicles. The trademark of the Mannheim-based company Benz & Cie. remained unchanged, except that in 1909, the cog wheel symbol which had been used since 1903 was replaced with a laurel wreath surrounding the name Benz. But the turn of the century brought a completely new brand name for products from Daimler-Motoren-Gesellschaft (DMG) in Cannstatt: “Mercedes”. So what is the origin of this name?

Emil Jellinek becomes involved

Mercédès – a Spanish girl’s name meaning ‘grace’ – was the name of the daughter born in 1889 to the Austrian businessman, Emil Jellinek, who had homes in Baden near Vienna and Nice.

A progressive thinker with an interest in sport, Jellinek turned his enthusiasm to the dawning age of the automobile, an invention he knew would be of key importance for the future. As early as 1897, he made the journey to Cannstatt to visit the Daimler factory and ordered his first Daimler car – a belt-driven vehicle with a six-hp two-cylinder engine.

But the car, delivered in October 1897 and with a top speed of 24 km/h, was soon too slow for Jellinek. He demanded 40 km/h and ordered two more vehicles. Supplied in September 1898, the two Daimler Phoenix cars with their front–mounted eight-hp engines were the world’s first road vehicles with four-cylinder engines.

Emil Jellinek had good contacts with the worlds of international finance and the aristocracy and became increasingly active as a businessman. In 1898, he began to promote and sell Daimler automobiles, in particu-lar, within the higher echelons of society. In 1899, DMG supplied Jellinek with ten vehicles; in 1900, he received as many as 29.

Jellinek demanded ever faster and more powerful vehicles from DMG. From 1899, he entered these in race meetings – first and foremost of which was the Nice Week – where he would race under his pseudonym Mercédès - the name of his daughter, ten years old at the time, and a name that was well known in motoring circles. In the early days, the name referred to the team and driver – not to an automotive brand.

At the beginning of April 1900, Jellinek made an agreement with DMG concerning sales of cars and engines and the decision was taken to use the Jellinek’s pseudonym as a product name. In addition, it was agreed that a new engine “bearing the name Daimler-Mercedes” was to be developed. Two weeks later, Jellinek ordered 36 of the vehicles at a total price of 550,000 marks – a sizeable order even by today’s standards: in 2005, this total would have been equivalent to 2.3 million euros. Just a few weeks later, he placed a new order for another 36 vehicles, all with eight-hp engines.
The first Mercedes and the new trade name

The first vehicle to be fitted with the new engine, a 35-hp racing car, was delivered to Jellinek by DMG on December 22, 1900. This first ‘Mercedes’, developed by Wilhelm Maybach, the chief engineer at DMG, caused quite a stir at the beginning of the new century. With its low center of gravity, pressed-steel frame, lightweight high-performance engine and honeycomb radiator, it featured numerous innovations and is regarded today as the first modern automobile.

The Nice Week in March 1901, during which the Mercedes vehicles were found to be unbeatable in virtually every discipline, attracted enormous publicity for Jellinek and the Mercedes. In March and August 1901, the 12/16-hp and 8/11-hp sister models appeared. Jellinek’s orders soon stretched the Daimler plant in Cannstatt to full production capacity.

On June 23, 1902, ‘Mercédès’ was lodged as the trade name and this was legally registered on September 26. From June 1903, Emil Jellinek obtained permission to call himself Jellinek-Mercedes, commenting that “this is probably the first time a father has taken his daughter’s name.”

The origin of the star

DMG now had a successful brand name, but still lacked a characteristic trademark. Then Paul and Adolf Daimler – the company founder’s two sons, and now senior executives at DMG – remembered that their father, who had died in March 1900 shortly before his 66th birthday, had once used a star as a symbol.

Gottlieb Daimler had been technical director of the Deutz gas engine factory from 1872 until 1881. At the beginning of his employment there, he had marked a star above his own house on a picture postcard of Cologne and Deutz, and had written to his wife that this star would one day shine over his own factory to symbolize prosperity.

The DMG board immediately accepted the proposal and in June 1909, both a three-pointed and a four-pointed star were registered as trademarks. Although both designs were legally protected, only the three-pointed star was used. From 1910 onward, a three-dimensional star adorned the radiator at the front of the car.

The three-pointed star was supposed to symbolize Daimler’s ambition of universal motorization – “on land, on water and in the air”. Over the years, various small additions were made. In 1916, the tips were surrounded by a circle, in which four small stars and the word Mercedes were integrated, or alternatively the names of the DMG plants at Untertürkheim or Berlin-Marienfelde.

In November 1921, DMG applied for legal protection of utility patents for new variations on their trademark and lodged with the patent office a three-dimensional three-pointed star enclosed in a circle – which included the design intended for use on the radiator grille. It became a registered trademark in August 1923.

A star guiding motorists everywhere

The period of inflation after the First World War meant a difficult time for sales – especially of luxury goods such as passenger cars – and had serious repercussions on the automotive industry. Only financially strong companies with well-established brands were able to survive – although even these were frequently forced into mergers and cooperative ventures. It was in this way that the former rivals, DMG and Benz & Cie., formed a syndicate in 1924 in order to standardize design and production, as well as purchasing, sales and advertising, and thereby remain competitive.

During this period, the two companies generally marketed their prod-ucts jointly, although still under separate trademarks. Two years later, in June 1926, the two oldest motor manufacturers merged to form Daimler-Benz AG.

At this point a new trademark was designed, which brought together the main characteristics of both the existing emblems – the world-renowned three-pointed star belonging to Daimler-Motoren-Gesellschaft was surrounded with its trade name ‘Mercedes’ as well as that of the equally famous name ‘Benz’, whose laurel wreath entwined the two names together.

This trademark, which has changed little over the decades, still adorns Mercedes-Benz vehicles and has come to represent quality and safety on roads everywhere. And throughout the world the name ‘Mercedes-Benz’ is synonymous with tradition, innovation and the future of the automobile.

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The inventors: Gottlieb Daimler and Karl Benz

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Karl Benz

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'Mercedes', the ten-year-old daughter from Emil Jellinek

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Emil Jellinek, already known under the sobriquet 'Monsieur Mercedes' - a name he had borrowed from his daughter

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The new 'Mercedes'

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Emil Jellinek

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Mercedes Trademark from 1902

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Mercedes three-pointed star

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Trademark: Three-pointed star of 1909 (upper left). Trademark of Benz & Cie. of 1909 (upper right). Three-pointed star in the circle of 1916 (middle left). The new trademark of the merger of DMG and Benz Cie. in 1926 (middle right). The actual three-pointed star (below).

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The joint products bore the brand name "Mercedes-Benz". And the world famous trademark still valid today was derived from merging Daimler's three-pointed star inside a ring with the trade names "Mercedes" and "Benz" that are linked by the laurel wreath from the Benz logo.

Copyright © 2007, DaimlerChrysler AG

The Emperor · 02-13-2007, 09:17 AM

Good info for those that want to know more about MB's history...

Nice post, Alex.

Now, look when IE jumps in and start giving his own history lessons...

Imhotep Evil · 02-13-2007, 09:37 AM

Quote:

Originally Posted by TycoonGTR

Good info for those that want to know more about MB's history...

Nice post, Alex.

Now, look when IE jumps in and start giving his own history lessons...

Well here goes:

The merger of Daimler and Benz in the year 1926 was essentially planned by Deutsche Bank board member Emil von Strauss Strauss’s aim was to build a large automobile trust involving BMW, but the realization of this plan did not go beyond a reciprocal cross-shareholding and interlocking directorate between Daimler-Benz and BMW.

But now just imagine if it had happened !!!

... Daimler-Benz-BMW AG ...

How would "the 3 pointed star on the propelar leads the way" sound ?!

LOL

Any photoshop artists who can merge the 3 pointed with the propelar to see what happens ?!

The Emperor · 02-13-2007, 09:40 AM

Haha! I knew it!

Quote:

Originally Posted by Imhotep Evil

Any photoshop artists who can merge the 3 pointed with the propelar to see what happens ?!

Look at Osnabrueck's avatar...

Alx · 02-13-2007, 09:41 AM

Isnt OSNA's avatar just that?

The Emperor · 02-13-2007, 09:42 AM

Hehe, i beat you, Alex!

...

The Artist · 02-13-2007, 10:20 AM

that would actually be hot..
a star and a propellar..and everthing good that comes with the brands..merged in one car..

if they could pull it off..it would without a doubt be the greatest car in history

Mikael · 02-13-2007, 10:48 AM

Quote:

Originally Posted by Imhotep Evil

Any photoshop artists who can merge the 3 pointed with the propelar to see what happens ?!

I think it would give the same result as if matter and anti-matter collided.

Imhotep Evil · 02-13-2007, 01:57 PM

LOL, true.

02-13-2007, 09:14 AM	#1 (permalink)
Alx 007 Join Date: Sep 2005 Location: -Poconos, PA.- 2005 Aston Martin DB9 Posts: 5,458 My Mood: Thanks: 886 Thanked 551 Times in 224 Posts	History Behind The Mercedes-Benz Brand And The Three-Pointed Star OFFICIAL PRESS RELEASE The history behind the Mercedes-Benz brand and the three-pointed star Gottlieb Daimler and Karl Benz The invention in the 1880s of the high-speed engine and the automobile enabled Gottlieb Daimler and Karl Benz – independently of one another – to lay the foundations for the motorization of road transport. With the help of financial backers and partners, they both invested their private developments in their own enterprises – in Mannheim, Benz founded the firm Benz & Cie. in October 1883, and Daimler-Motoren-Gesellschaft (DMG) was formed in November 1890. In order to gain publicity and a certain distinction for their products, both companies sought a suitable trademark. To begin with, the inventors used their own names – “Benz” and “Daimler” – which vouched for the origin and quality of the engines and vehicles. The trademark of the Mannheim-based company Benz & Cie. remained unchanged, except that in 1909, the cog wheel symbol which had been used since 1903 was replaced with a laurel wreath surrounding the name Benz. But the turn of the century brought a completely new brand name for products from Daimler-Motoren-Gesellschaft (DMG) in Cannstatt: “Mercedes”. So what is the origin of this name? Emil Jellinek becomes involved Mercédès – a Spanish girl’s name meaning ‘grace’ – was the name of the daughter born in 1889 to the Austrian businessman, Emil Jellinek, who had homes in Baden near Vienna and Nice. A progressive thinker with an interest in sport, Jellinek turned his enthusiasm to the dawning age of the automobile, an invention he knew would be of key importance for the future. As early as 1897, he made the journey to Cannstatt to visit the Daimler factory and ordered his first Daimler car – a belt-driven vehicle with a six-hp two-cylinder engine. But the car, delivered in October 1897 and with a top speed of 24 km/h, was soon too slow for Jellinek. He demanded 40 km/h and ordered two more vehicles. Supplied in September 1898, the two Daimler Phoenix cars with their front–mounted eight-hp engines were the world’s first road vehicles with four-cylinder engines. Emil Jellinek had good contacts with the worlds of international finance and the aristocracy and became increasingly active as a businessman. In 1898, he began to promote and sell Daimler automobiles, in particu-lar, within the higher echelons of society. In 1899, DMG supplied Jellinek with ten vehicles; in 1900, he received as many as 29. Jellinek demanded ever faster and more powerful vehicles from DMG. From 1899, he entered these in race meetings – first and foremost of which was the Nice Week – where he would race under his pseudonym Mercédès - the name of his daughter, ten years old at the time, and a name that was well known in motoring circles. In the early days, the name referred to the team and driver – not to an automotive brand. At the beginning of April 1900, Jellinek made an agreement with DMG concerning sales of cars and engines and the decision was taken to use the Jellinek’s pseudonym as a product name. In addition, it was agreed that a new engine “bearing the name Daimler-Mercedes” was to be developed. Two weeks later, Jellinek ordered 36 of the vehicles at a total price of 550,000 marks – a sizeable order even by today’s standards: in 2005, this total would have been equivalent to 2.3 million euros. Just a few weeks later, he placed a new order for another 36 vehicles, all with eight-hp engines. The first Mercedes and the new trade name The first vehicle to be fitted with the new engine, a 35-hp racing car, was delivered to Jellinek by DMG on December 22, 1900. This first ‘Mercedes’, developed by Wilhelm Maybach, the chief engineer at DMG, caused quite a stir at the beginning of the new century. With its low center of gravity, pressed-steel frame, lightweight high-performance engine and honeycomb radiator, it featured numerous innovations and is regarded today as the first modern automobile. The Nice Week in March 1901, during which the Mercedes vehicles were found to be unbeatable in virtually every discipline, attracted enormous publicity for Jellinek and the Mercedes. In March and August 1901, the 12/16-hp and 8/11-hp sister models appeared. Jellinek’s orders soon stretched the Daimler plant in Cannstatt to full production capacity. On June 23, 1902, ‘Mercédès’ was lodged as the trade name and this was legally registered on September 26. From June 1903, Emil Jellinek obtained permission to call himself Jellinek-Mercedes, commenting that “this is probably the first time a father has taken his daughter’s name.” The origin of the star DMG now had a successful brand name, but still lacked a characteristic trademark. Then Paul and Adolf Daimler – the company founder’s two sons, and now senior executives at DMG – remembered that their father, who had died in March 1900 shortly before his 66th birthday, had once used a star as a symbol. Gottlieb Daimler had been technical director of the Deutz gas engine factory from 1872 until 1881. At the beginning of his employment there, he had marked a star above his own house on a picture postcard of Cologne and Deutz, and had written to his wife that this star would one day shine over his own factory to symbolize prosperity. The DMG board immediately accepted the proposal and in June 1909, both a three-pointed and a four-pointed star were registered as trademarks. Although both designs were legally protected, only the three-pointed star was used. From 1910 onward, a three-dimensional star adorned the radiator at the front of the car. The three-pointed star was supposed to symbolize Daimler’s ambition of universal motorization – “on land, on water and in the air”. Over the years, various small additions were made. In 1916, the tips were surrounded by a circle, in which four small stars and the word Mercedes were integrated, or alternatively the names of the DMG plants at Untertürkheim or Berlin-Marienfelde. In November 1921, DMG applied for legal protection of utility patents for new variations on their trademark and lodged with the patent office a three-dimensional three-pointed star enclosed in a circle – which included the design intended for use on the radiator grille. It became a registered trademark in August 1923. A star guiding motorists everywhere The period of inflation after the First World War meant a difficult time for sales – especially of luxury goods such as passenger cars – and had serious repercussions on the automotive industry. Only financially strong companies with well-established brands were able to survive – although even these were frequently forced into mergers and cooperative ventures. It was in this way that the former rivals, DMG and Benz & Cie., formed a syndicate in 1924 in order to standardize design and production, as well as purchasing, sales and advertising, and thereby remain competitive. During this period, the two companies generally marketed their prod-ucts jointly, although still under separate trademarks. Two years later, in June 1926, the two oldest motor manufacturers merged to form Daimler-Benz AG. At this point a new trademark was designed, which brought together the main characteristics of both the existing emblems – the world-renowned three-pointed star belonging to Daimler-Motoren-Gesellschaft was surrounded with its trade name ‘Mercedes’ as well as that of the equally famous name ‘Benz’, whose laurel wreath entwined the two names together. This trademark, which has changed little over the decades, still adorns Mercedes-Benz vehicles and has come to represent quality and safety on roads everywhere. And throughout the world the name ‘Mercedes-Benz’ is synonymous with tradition, innovation and the future of the automobile. - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER The inventors: Gottlieb Daimler and Karl Benz - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER Karl Benz - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER 'Mercedes', the ten-year-old daughter from Emil Jellinek - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER Emil Jellinek, already known under the sobriquet 'Monsieur Mercedes' - a name he had borrowed from his daughter - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER The new 'Mercedes' - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER Emil Jellinek - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER Mercedes Trademark from 1902 - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER Mercedes three-pointed star - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER Trademark: Three-pointed star of 1909 (upper left). Trademark of Benz & Cie. of 1909 (upper right). Three-pointed star in the circle of 1916 (middle left). The new trademark of the merger of DMG and Benz Cie. in 1926 (middle right). The actual three-pointed star (below). - ONLY REGISTERED AND ACTIVATED USERS CAN SEE ALL LINKS - CLICK HERE TO REGISTER The joint products bore the brand name "Mercedes-Benz". And the world famous trademark still valid today was derived from merging Daimler's three-pointed star inside a ring with the trade names "Mercedes" and "Benz" that are linked by the laurel wreath from the Benz logo. Copyright © 2007, DaimlerChrysler AG

02-13-2007, 09:17 AM	#2 (permalink)
The Emperor Malicious Persecutor Join Date: Sep 2005 Location: Where noone has gone before... Posts: 9,144 My Mood: Thanks: 1,408 Thanked 1,572 Times in 953 Posts	Re: History Behind The Mercedes-Benz Brand And The Three-Pointed Star Good info for those that want to know more about MB's history... Nice post, Alex. Now, look when IE jumps in and start giving his own history lessons...

02-13-2007, 09:41 AM	#5 (permalink)
Alx 007 Join Date: Sep 2005 Location: -Poconos, PA.- 2005 Aston Martin DB9 Posts: 5,458 My Mood: Thanks: 886 Thanked 551 Times in 224 Posts	Re: History Behind The Mercedes-Benz Brand And The Three-Pointed Star Isnt OSNA's avatar just that?

02-13-2007, 09:42 AM	#6 (permalink)
The Emperor Malicious Persecutor Join Date: Sep 2005 Location: Where noone has gone before... Posts: 9,144 My Mood: Thanks: 1,408 Thanked 1,572 Times in 953 Posts	Re: History Behind The Mercedes-Benz Brand And The Three-Pointed Star Hehe, i beat you, Alex! ...

02-13-2007, 10:20 AM	#7 (permalink)
The Artist Shaolin Shadow Boxer Join Date: Sep 2005 Location: Sweden Gothenburg Posts: 11,435 My Mood: Thanks: 122 Thanked 721 Times in 452 Posts	Re: History Behind The Mercedes-Benz Brand And The Three-Pointed Star that would actually be hot.. a star and a propellar..and everthing good that comes with the brands..merged in one car.. if they could pull it off..it would without a doubt be the greatest car in history

02-13-2007, 01:57 PM	#9 (permalink)
Imhotep Evil Devotee Join Date: Sep 2005 Posts: 3,889 Thanks: 248 Thanked 150 Times in 113 Posts	Re: History Behind The Mercedes-Benz Brand And The Three-Pointed Star LOL, true.