The Mercedes logo is classic, not good

Everyone knows what the logo to the left is...it's clearly the Mercedes Benz logo. No doubt about it. It is an unmistakable logo which has stood the test of time. So, what's wrong with it?

First, what does this logo mean to you? If I were to show you this logo, you would say "Mercedes" and little else. A logo should arouse feelings and emotions within a consumer, not simply the brand. That is where this logo fails to compete with other classic logos.

Originally featured in 1909, the three pointed star represents the company's "domination of the land, the sea, and the air." I wonder, how many people would have guessed that? Not many. This is a logo that is known across the world, but only as the Mercedes logo, not as anything else. The meaning behind the logo is unclear, and not necessarily representative of what the Mercedes Benz brand stands for.

Now, by no means am I suggesting the company change the logo. We have all seen what can happen when a brand decides to mess with a logo; usually there is public outcry, since humans are resistant to change. I am simply demonstrating that the logo fails to compete with the other classic brands because it does not arouse emotions within the consumer.