november 04, 2021 - Mercedes-Benz

5 November 1921: The star in the ring becomes a globally known trademark

Anniversary of the trademark: 100 years ago, Daimler-Motoren-Gesellschaft applied for trademark protection of the Mercedes star in the ring
The signet became one of the world’s best-known trademarks
As early as 1909, DMG had the three-pointed star and Benz had the laurel wreath placed under protection
The star from the Stuttgart station tower is currently on loan to the #mercedesbenz Museum
The marketing campaign for the #anniversary will begin on 5 November 2021 on social media

Stuttgart. The three-dimensional Mercedes star in the ring is the symbol of a continuing success story: #mercedesbenz has just recently maintained its top position as the only European brand in the top ten of the “Best Global Brands 2021”. In the current ranking of the renowned US brand consultancy Interbrand, the brand with the star is once again – and thus unchanged since 2018 – ranked in eighth place. The brand value has increased by three per cent to 50.866 billion US dollars compared with 2020. Consequently, #mercedesbenz remains the world’s most valuable luxury car brand for the sixth year in a row and the only one in the top ten.

The trademark with its enormous charisma celebrates a great #anniversary in 2021: The star in the ring is 100 years old in this form. On 5 November 1921, Daimler-Motoren-Gesellschaft (DMG) applied to the patent office for utility model protection for this and other variants of its trademark. It was registered as a trademark in August 1923. The cooling water screw cap immediately became a pedestal for the new Mercedes brand signet. Soon, it was also used in other parts of passenger cars and commercial vehicles. The star itself – without the surrounding ring – had been known for a good decade. DMG applied for utility model protection for it in 1909, and it was entered in the trademark register in 1911.

A very special Mercedes star with an impressive five-metre diameter can currently be admired free of charge in front of the #mercedesbenz Museum: the star of Stuttgart’s station tower is temporarily on loan while the station building is being rebuilt and renovated. From 2025 onwards, this landmark of Baden-Württemberg’s state capital will once again shine in its traditional place. Stars of similar size shine and rotate on numerous buildings around the world. But you rarely get as close to them as you do at the #mercedesbenz Museum.

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- Documents (1)

Press release

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