Our team did considerable research on the development of a corporate "umbrella" logo. We consulted with local graphic designers and numerous websites about what makes an effective logo and what colors work best for international business. In doing our research and interviews, we discovered the following regarding corporate logos and colors.
· A logo is just the unique use of letters, not the use of art (which is contrary to popular belief). In fact, a logo is defined as "a pronounceable word or words in type that identify the company, brand, project or group. In this way, the logo is phonic, unique and easier to promote." (Bergmann)
· If a company has a small budget, or simply wants to build name recognition, this "magnifies the need for a logo that brings quick name recognition and very low abstraction. A high level of logo abstraction is a luxury only high-rolling clients can afford. Low abstraction logos are quicker and more effective visual tools." (Bergmann)
· Symbols can be used with logos to develop a combined image so the art itself becomes equated with the name. For example, Mitsubishi and AT&T art will stand alone. However, since the DaimlerChrysler family already has a number of product names and logos "the last thing DamilerChrysler needs is another piece of art. Instead, the name should stand on its own, in a unique fashion." (Schied)
· Never use an abbreviation if it is the name you want to brand. "Abbreviations or anconymns sometimes develop other meanings." (Schied)
· The use of color will always be critical when applying it to global standards. There will always be trends, in fashion, cars, fonts and design. It is up to the designer to make the critical choices based on their needs, what colors will best represent their piece. "I suggest research on color theory. What do colors represent in other cultures. How are colors being used in successful logos or symbols." (Schied)
· Selecting the color for the logo proved to be a challenging aspect of its design. As mentioned previously, colors affect people in different ways. We considered silver because Chrysler and Daimler used that as separate companies. However, we felt it was important to develop an identity that was unique from the familiar silver. Due to the fact that we needed to utilize a color that would appeal to individuals from three unique cultures and the fact that preferences still vary within these cultures according to an individual's age, gender, etc., we selected black for the logo color. This choice was based on the timeless classiness of black, as well as its conveyance of sophistication, distinctiveness and boldness (From Runser Design Agency). Pairing two words together without spacing creates a challenge to the viewer to phonetically understand what is taking place. "You have a split second to assimulate the information and the use of the red dot on the 'i' in Daimler creates visual interest and draws you to the first word of the logo. This helps establish recognition for the name Daimler, hwere as Chrysler is a more more recognizable name. The slight color change is complimentary and not overbearing to the entire logo," said Scheid
· We also recommend that for the first three years of this campaign that the tagline always accompany the logo.
We believe the selected logo (see the top of this page) has a versatile look and feel. It is clean and regal, putting the focus on the company name. Since the objective is to build the name as a brand we didn't want to detract from the name (or any of the company's other well known logos) with more art. This simplistic design can stand alone, be used with a tagline, be used with other corporate art, or be used with both. It is also simple enough to be meaningful at any size, whether it appears across the top of corporate letterhead, appears on the trunk of a new car or is painted on the side of large downtown building.
Now, when we refer to this logo as simplistic we do not mean it is merely type. The logo uses both upper and lower case text to add contrast to the existence of two names, joined together to form one new name. The Sanserif font used was kearned and maniuplated to create a unique look. These steps created the DaimlerChyrsler logo that we are recommending.
Tagline development for DaimlerChrysler
Our team generated nearly 75 possible taglines for use with the DaimlerChrysler logo. We agreed that the tagline needed to represent all of the company’s product lines and convey strength, movement, speed, quality and warmth. On three separate occasions, team members presented and discussed taglines they had developed. The team then voted on those options, narrowing the list down to three or four options.
On our final tagline decision meeting, the team considered the following taglines:
Excellence in Motion.
For The Places You Go.
The Drive To Perfection.
Endless Possibilities.
Building Excellence.
The World In Reach.
Driving For Excellence.
Roadmaps To The World.
The Drive To Excellence.
Expecting excellence.
A new tradition of excellence.
Global excellence.
Getting there.
Leader in global transportation.
A new tradition of excellence.
Roadmap To The World.
Building Global Excellence.
The World Is Waiting.
Reinventing global transportation.
Enjoy the trip.
Setting the pace.
Taking you there.
Each team member had two votes and the runaway selection was: "For the places you go." Further research revealed that this tagline is not being used (nor has it been used) by any other major corporation. In case a problem arises with this selection our alternative was: "A new tradition in excellence."
The phrase "For the places you go" has a variety of uses and can be applied to all of the DaimlerChrysler lines and products. Furthermore, we perceived ways in which this tagline could be used to convey the following important traits about DaimlerChrysler:
· Spirit and strength,
· A tradition of quality,
· The future of transportation,
· The combining of two cultures, and
· A global presence.
We recommend using this tagline in conjunction with the company logo as part of a brand development program. During the first three years of brand development the tagline should ALWAYS be used with the corporate logo.
