In order to follow up on the new Mercedes brand image, Daimler has launched a new 'Sound Logo' or 'Acoustic Trademark' for usage in a broadcasts for its main brand.
The attached video shows an upcoming ad for the Mercedes E-Class which ends with the new brand image (the star always shines from above) with the star placed above and the written trademark (Mercedes-Benz) below the product while playing the 'Sound Logo'.
The WCF crew here in the office can't make out what the opera singer is saying/singing but she obviously tries to convey something serene (the ad displays the text Die Ruhe Selbst, meaning patience personified).But we are wondering whether this can be tied into every broadcast ad.
Source: Daimler AG
Press Release (Click to expand)
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Acoustic logo enhances new brand image
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To be used in all ad broadcasts worldwide beginning in November
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Distinctive sound with high recognition factor
As part of its new brand image, Mercedes-Benz is for the first time introducing an “acoustic trademark”: the new sound logo, which will be used in all ad broadcasts starting on November 1, 2007, is intended to enhance the further developed brand design. Combined with a new film fade-out, the distinctive sound serves to focus attention more sharply on the star as the Mercedes-Benz trademark.
“Our new sound logo is going to make the Mercedes-Benz brand not only visually, but also acoustically distinctive, and thus more quickly recognizable,” says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars. “This acoustic trademark is a perfect fit for Mercedes-Benz — it is emotional, elegant, and unmistakably associated with our brand.”
The Mercedes-Benz sound logo is based on an original recording of an English boys choir from the 1990s. Sound engineers extracted a choir boy’s solo vocal from the recording and adapted it for use in the sound logo. The logo was developed in cooperation with Jung von Matt, Mercedes-Benz’ lead agency.
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