Mercedes’ new logo… in China

denza daimler byd logo
denza-daimler-byd-logo

Daimler, the world’s leading luxury car manufacturer, decided to create a joint venture with BYD, China’s leading economy car manufacturer and this is how Denza appeared. Basically – it will be the local “Mercedes”. That’s why I’ve used this catchy title.

The Denza brand is due to consist of a range of electric power vehicles with the first model set to use the underpinnings of the first generation Mercedes B-Class. This platform was chosen because its flat floor structure was designed to use batteries and therefore reduces the costs of development.

denza mercedes benz logos
denza-mercedes-benz-logos

Actually the logo wasn’t revealed till last few days. All we knew was they’ll probably gonna use some of these images above.

denza mercedes benz logo
denza-mercedes-benz-logo

Here’s the chosen logo. Meet the “drop of Denza” with its futuristic logotype.

Although I liked the “vulva-badge”, too… :)

denza mercedes benz logo 1
denza-mercedes-benz-logo-1

The blue badge stands nice on the front, but I wonder what will happen when they start producing other cars, so I’ve done a few visualisations for you:

denza car black
denza-car-black

Denza logo stands great on black car

denza car green
denza-car-green

Blue combines not bad with green..

denza car red
denza-car-red

Also not so bad with red.

denza car in the dark
denza-car-in-the-dark

Stands great in the dark.

denza mercedes benz logo 2
denza-mercedes-benz-logo-2

This photo is here just to illustrate the flagman product of the new brand, the first Denza car from behind.

denza mercedes benz logo 3 Ulrich Walker
denza-mercedes-benz-logo-3-Ulrich_Walker

Ulrich Walker – presenting the new Denza

denza mercedes benz logo 6
denza-mercedes-benz-logo-6

The branding of the event is also nice.

denza04
denza04

Logo looks nice on the wheel.

denza mercedes benz logo 7
denza-mercedes-benz-logo-7

And the cherry of the post is this gadget that makes the front badge pops up. Some high-class-rolls-royce reference, I guess.

Conclusion

  • Blue for hydrogen
  • Blue as a trendy color
  • Shape for droplet ( water, again associated with hydrogen )
  • Shape like 2 sides coming together. A kiss ? Two boobs ?
  • A badge inspired by Toyota’s blue badge ?

I don’t judge them because there’s no room for creativity. They need something simple, yet modern, yet…. blue.

Total logoblink score

mark : 7.5 / 10

logotype:  4 / 10

some sources:

http://www.chinacartimes.com/2012/03/23/daimlerbyds-brand-denza/

http://www.rologo.com/denza-brand-by-bydauto-and-daimler.html