Mercedes-Benz Reinvents Its Three-Pointed Star

The German manufacturer has redesigned its iconic three-pointed star as it takes its sustainable future very seriously. In doing so, it has announced a new campaign that will better describe the company’s sustainable business strategy and also reinterpret the company’s iconic star logo. The campaign will reach major markets around the world this February, appearing on television, in cinemas, and on social media.

The star brand wants consumers to know how dedicated it is to reducing its carbon footprint and becoming a fully electric brand by 2030. This comes alongside the launch of the Mercedes-Benz EQE and EQS. The reimagining of the Mercedes-Benz star is the centerpiece of the campaign. Originally created by Gottlieb Daimler to represent the company’s vision of mobility on land, sea, and air, it will now examine those roles through the lens of conservation and protection.

This is how the Mercedes-Benz star will evolve

Bettina Fetzer, Vice President of Communications and Marketing, noted that “today, as then, the star represents our unique history, the pioneering spirit that characterizes the brand, and the constant innovative strength that makes possible the beginning of a new era of mobility. This is illustrated by the slogan ‘It’s a sign of new times.’ The campaign once again shows that, for us, luxury and sustainability go hand in hand, surprising with emotional charisma.”

This change is part of the company’s major plan Ambition 2039, which will make it carbon neutral across the entire automaker’s supply chain. This carbon neutrality does not stop at the company itself; the goal is that by that year, all materials from external suppliers will also be carbon neutral, meaning that every step of the assembly process protects the environment.

Likewise, Mercedes-Benz wants to be able to reuse and recycle the countless quantities of propulsion system batteries it will begin producing, helping to close the loop and conserve resources. This is part of the goal of having 40% recycled materials in its vehicles by 2030 in order to conserve primary resources.