Introduction: Company Research

Mercedes Benz

Daimler AG Company is the parent company of Mercedes Benz. Mercedes Benz is a division of

the Daimler AG Company. It was founded by Gottlieb Daimler and Carl Benz in 1880’s which

is, over 100 years ago. The two of them are Germans and they were exposed to machines in a

large amount which lead them towards building cars in different ways.

Karl Benz constructed a motorized tricycle in 1886 and after 7 years he constructed a four

wheeler design which is also known as horseless carriage. Few years later, Mr. Benz involved in

a business deal with William Steinway, who has agreed to produce Daimlers work in America.

Over 3 years, Steinway involved in the manufacturing of Mercedes Benz cars and trucks, while

in 1890 Daimler passed away and left the company to his chief engineer, Wilhelm Mayback. In

the same year, a car was produced and named Mercedes after his daughter named, Emil Jellinek.

After World War 1, the economy in Germany declined and this make the Daimler Motoren

Gesellschaft (DMG) and Benz sign in a contract and keep their individual business identities.

The new merged, Mercedes Benz was created. A three pointed star were used as the Mercedes

Benz logo and the sales of Mercedes Benz sharply increased from 1000 to 7000 vehicles in 1927.

Today Mercedes Benz is an established company and perceived as the luxurious cars and well

known for its quality.

The Logo.

Even tough, Mercedes is a successful brand and patented the named “Mercedes” in 1902, but

Mercedes is still lacking of trademark. Paul and Adolf Daimler, the founder’s sons immediately

proposed to use a star as a symbol because their father once used star as a symbol. Gottlieb

Daimler at his beginning of employment, he had marked a star above his own house on a picture

postcard of Cologne and Deutz, and written to his wife that the star will shine over his own

factory and symbolize prosperity.

In 1909, DMG immediately accepts the proposal and registered three pointed star and four

pointed star as their trademark. Both design were legally protected however, only three pointed

star were used. In 1910, the logo was officially used at the front of cars as a design feature on the

radiator.

The rationale behind using the pointed star is because it symbolizes Daimler’s ambition of

motorization “on land, on water and in the air”. The three pointed star were undergone few

amendments. In 1916, the three points were surrounded by the by a circle, four small stars and

the word ‘Mercedes” were integrated in the logo.

Five years later, DMG applied for legal protection of utility patents for any new variations on the

trademarks and lodged with the patent of the three dimensional, three pointed star which is

enclosed in a circle. The design initially intended for use on the radiator grille. In August 1923, it

has become a registered trademark.

After, World War 1, DMG and Benz merges their companies, a new trademark was created and

it consists of the main characteristics of both existing emblem, which are the three pointed star

belongs to DMG and it was surrounded with its trade name Mercedes and Benz.

Mercedes Benz Logo Development.

Mercedes logo 1902

This logo consist the name “Mercedes” and

is written in all capital letters and is circled

with an oval shape. The logo was in black

and white.

Mercedes logo 1909

Golden three pointed star.

Benz logo 1909

The color of the logo was golden yellow.

 Mercedes logo 1916

The colors used were black, red, golden

yellow and white.

Mercedes logo 1926

The color of this logo was a combination of

dark and light blue. The designer of this logo

used different font style and color to give it a

unique look.

Mercedes-Benz logo 2009

The color is in silver to symbolize elegant

and luxury.

Mercedes Benz Corporate Identity

Mercedes Benz identity well known and established after the logo were changed after the World

War 1, a three pointed star were used as the Mercedes Benz logo and the sales of Mercedes Benz

sharply increased from 1000 to 7000 vehicles in 1927. The Mercedes Benz corporate identity has

changed to reflect its identity as one of the most recognizable brands in the world and enjoys a

reputation of prestige. Mercedes Benz is an established company and perceived as the luxurious

cars and well known for its quality, personality and style.
Part 2: Brainstorming

Category Spanish French Dutch Swedish

Technology

Urbane Cortés Urbaine Stadse Världsvan

Amalgam Amalgama Amalgam Amalgam Amalgam
Novel Nuevo Nouvelle Roman Roman
Contented Satisfecho contenté Tevreden/ Nöjt
voldaan

Design

Classy Elegante Classieux Eersteklas Stilrena

Pioneer Pionero Pionnière Pionier Pionjär
Inspiration Inspira Inspire Inspiratie Inspirera
Tenacious Tenaz Ténacité Vasthoudend Seg
Performance Rendimiento Prestation Prestatie Prestanda

Journey

Eccentric Excéntrica Excentrique Excentrische Excenterlås

Marvelous Maravilloso étonnant Prachtige Förunderliga
Anodyne Calmante Calmant Anodyne Anodyne
Exhilarating Vigorizante Exaltante Spannende Entusiasmerande

Animal

Birds Aves Oiseaux Vogel Fåglar

Cheetah Guepardo Guépard Jachtluipaard Geparden
Horse Caballo Cheval Paarden Hasten
Phoenix Fénix Phénix Feniks Fenix

Prosperity

Wealth Riqueza Richesse Vermogen Välstånd

Luck Suerte Hazard Toeval Lycka
Triumph Triunfo Victoire Zegevieren Triumfera
Time

Exquisite Exquisitas Exquise Exquise Exquisite

Virtuous Virtuoso Vertueux Virtueuze Virtuous
Proficient Perito compétent Vaardige Kunnig

Modern

Casual Casuales Désinvolte Casual Avslappnade

Contemporary Contemporáneo Contemporaine Hedendaagse Nutida
Unique Único Seul Unieke Unika
Fashionable Moda Vogue Modieus Fashionabla
Exclusive Exclusive Exclusivité Exclusief Exklusiva

Dreams

Revolutionary Revolucionario Révolutionnaire Revolutie Revolutionära

Genuine Auténtico Réelle Echte Genuine
Resourcefulness Ingenio Ingéniosité Inventiviteit Rådighet
Part 3: Design Brief

Company Profile

The company TEVREDEN was founded by TEVREDEN Platseck in 1934, in Bavaria,

Germany. TEVREDEN involved in automobile business since 1963, and created and

manufactured the Classieux car in 1947. Financially he was guided by his spouse Christina

Karrenbauer and his close two close friends, Stanislaw Beck and Reiner Albig.. The logo was

created to give the TEVREDEN an identity.

The logo has TEVREDEN in capital letters and a circle surrounds it. The logo was created in

gold color, the logo uses TEVREDEN letters as a logo because it is a combination of

TEVREDEN and Christina’s name while A stands for Automobiel. The logo was patented in

1949. The Classieux car was a huge success for Jen Platseck, where he sold around 11000

vehicles in three years. Jen Platseck with this huge success proceeds to produce another three

cars, which are Stadse in 1963, followed by the invention of Tevreden in 1976, and Ingenio in

1987. Each of the cars is falls in different categories such as Stadse is from convertibles, while

Tevreden from coupes category and Ingenio from sports sedans category. In 1995, Jen Platseck

passed away and the automobile business was taking charged by his daughter Charlotte Platseck.

She modifies the design of the cars to a more sophisticated and positioned the cars as luxury. All

the four types of cars had undergone several changes in terms of design and logo. Charlotte

remains the logo but just makes some minor amendments such as adding the car name around the

circle in the logo and changes the color to silver to give it a luxurious and sophisticated looks.

The car sales increased rapidly after the new amendments were made on the cars design and
logo. Today, TEVREDEN, has covered global markets, 29,356 staff and established it brand

names and often perceived as luxurious and sophisticated car.

Aim and objective

TEVREDEN objectives are to become number one luxury car seller and automaker in the world,

TEVREDEN wants to be the best car seller even though there a lot of competitors cars in the

global market such as BMW, Audi, Volkswagen, Nissan infinity and Toyota Lexus.

TEVREDEN also wants to sell the automobiles to generate sales and gain profits from the

business.

Moreover, TEVREDEN wants to be most recognizable trademarks in the word compared to its

competitors. TEVREDEN opened up a dealer store in Asian and European market to help on

bringing prestige to the sophisticated consumer.

Products and Services

TEVREDEN offers two types of services which are pre purchase service and post purchase sales.

Pre purchase services includes the cars inspection, car and vehicle identification number will be

recorded, and road testing, while post purchase services includes warranty validation, and

checking for evidence of major accident and repairs to cars.

The products offered by TEVREDEN are cars from different categories such as sedans, sport

sedans, coupes and convertibles. Each car represents different category such as Classieux

represents sedans, Tevreden represents coupes, Ingenio represents sports sedans and Stadse

represents convertibles. There are several series for each cars category, for example Classieux-A,
C, M, S, and X. Each of the series in each category determines the pricing of the cars. Series A,

C, and M are for upper class buyers while S and X series are for super wealthy buyers.

Target Audience and Market

Demographics

TEVREDEN primary targets audiences are audience aged 45-60, have monthly income from

RM8000-RM15000 and target upper social class both male and female audiences, but since the

cars appeals to younger markets, aged from 30-44 which might be profitable and loyal niche is

the secondary target market. The target audience should have a minimum RM6000 monthly

income and targeted to both female and male

Geographic

TEVREDEN’s target audiences are segmented regionally by continent. The continents that

TEVREDEN are targeting are Europe; America includes South America and North America,

South East Asia market, Australia markets.

Behavior

The target audiences of TEVREDEN are those who are frequently purchase TEVREDEN’s

products and TEVREDEN can adapt their marketing in order to retain loyal customer and the

target market is the Elite Class who seeks Luxury, Style and Class. TEVREDEN’s secondary

target audiences are new customers who are going to use the product for the first time.
Psychographic

According to Values and Lifestyle (VALS) Model, innovators and achievers will be the

TEVREDEN target markets.

Company Positioning

TEVREDEN positioned the company as luxurious, stylish and comfortable car. The

TEVREDEN logo symbolizes safety, luxury, comfort and style. However the brand positioning

of TEVREDEN changed after Charlotte taking in charge. She positioned the company as fun

loving, approachable, and energetic side of TEVREDEN. TEVREDEN core values are mainly

customer centered where it focuses on customers’ satisfaction and comfort.

USP

TEVREDEN provides customization to the customers to meet the customers taste and

preference. Moreover, most of TEVREDEN sedans are hybrid cars which ensure and control the

emissions of carbon dioxide and fuel economy.

Competitor Analysis

Audi Company Profile

Audi was founded in Zwickau in 1909, and it is estimated that over 920,100 units of cars were

sold in year 2010.in 1966, Audi was wholly subsidiary by Volkswagen. Currently Audi has over

60,000 employees worldwide and its revenue steadily increased to 29, 84 billion Euros in 2006.
BMW Company Profile

BMW was founded in Munich in 1917 by Karl Friedrich Rapp. In 2009, BMW sold 1.3

million cars worldwide and its revenue jumped to 52 billion euros. Currently, BMW

has over 96,230 employees and BMW series 3 is the most sold car.

Company Image

TEVREDEN’s would like to reflect sophisticated, luxury and style as the company image. This

is because the cars TEVREDEN sold are luxurious cars and the cars are bought by upper social

class customer with a higher monthly income. This image will also indirectly reflect status of the

customers.

Design Preferences and Examples

TEVREDEN official logo color are silver, the imagery of the logo are TEVREDEN letters were

surrounded by a circle. The rationale for the logo color in silver is because silver symbolizes

prestige and wealth, thus it is created in that way and the logo created in that way to represents

style, status and power. The typography used in the logo and in advertisements is more towards

formal and the quantity and the quality of text were used is few and clear in order to reach the

customers efficiently.

Design Applications and Mediums

The design will appear in print advertisements such as brochures, newspaper and corporate

folders, digital signage advertisements, graphics systems for vehicles and on online like

TEVREDEN official website.

References

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Mercedes-Benz brand and the three-pointed star [Press release]. [Press release].

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from BMW Group

website: http://www.bmwgroup.com/e/nav/index.html?http://www.bmwgroup.com

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Retrieved October

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