With almost 100 years of innovation under its belt, Mercedes-Benz is a brand that needs no introduction. However, despite its rich legacy, the brand’s design language—now having to work across an increasingly digital customer journey—had become fragmented. Seeking to create a 360° design language refresh that would unify their brand and product experience, and for the first time ever bring together their marketing and in-car teams, they turned to Edenspiekermann.
Problem
A fragmented brand experience
Solution
A modern brand language, inspired by heritage
Creating a seamless design language to unify the entire product journey
The rise of increasingly digital user journeys has made cohesive brand experiences more important than ever. A brand needs to feel equally consistent at the smallest touchpoint—such as a push notification on a smart watch—as it does on a 100ft billboard campaign. When it comes to a highly-premium automotive brand like Mercedes, the need for this seamless experience is even more paramount.
Unlocking new expressive possibilities without losing the original inventor’s heritage
Building on a grid established by the new typography, we created a concept for how iconography could pair with it. Our concept: A custom suite of responsive iconography that conveys the unmistakable character of Mercedes at even the smallest of sizes.
Building on a grid established by the new typography, we created a concept for how iconography could pair with it. Our concept: A custom suite of responsive iconography that conveys the unmistakable character of Mercedes at even the smallest of sizes.
Building on a grid established by the new typography, we created a concept for how iconography could pair with it. Our concept: A custom suite of responsive iconography that conveys the unmistakable character of Mercedes at even the smallest of sizes.
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