Daimler AG

New:  Shorter name, slightly modified type

Launched: October 4, 2007

Story in brief:
As we know, on August 3 DaimlerChrysler sold control of Chrysler to investors, and announced its intention (subject to shareholder approval) to change its name to simply Daimler, rather than reverting to the pre-1998 Daimler-Benz.  On October 4 the shareholders (all but 1.24%) approved.

This strategic decision eliminates the communication problems faced by companies like Ford (and Sony), which are both corporate and category brands. We are often uncertain which brand is speaking, and too often the the speaker is confused as well. Daimler gets this:  "The guiding principle of the name change process is a clear distinction between the corporate brand Daimler and the Group's various product brands. The corporate brand Daimler will serve to identify the Group in its dealings with political decision-makers, the general public, the financial markets, the business media, and its employees. It will also serve as an umbrella for all of its product brands"  ...Mercedes-Benz, Maybach, smart, Freightliner, Sterling, Western Star, Setra, Thomas Built Buses, Orion, and Mitsubishi Fuso.

The existing Daimler wordmark was barely modified... no initial cap (smart move), slightly heavier letterforms and a deep blue in place of black... by Schindler Parent, who have been working with Daimler in recent years.

Credits:
C.E.O. - Deiter Zetsche
Identity design - Schindler Parent Identity (Berlin);
Wordmark by Netherlands type specialists Underware.

First Impressions:
Name strategy: Sound. Avoids confusion, enhances flexibility, empowers brands while enabling a shared brand image advantage via parental DNA.
Design: Stature, dignity and simplicity.

Corporate Brand Matrix ratings: 85% structural, 15% strategic

Dr. Dieter Zetsche