New research by Vanarama indicates that BMW has the most recognisable car logo globally. This is followed by Mercedes-Benz. The study surveyed 1,000 people and supplied one correct logo and two incorrect logos from eight manufacturers and asked respondents to identify the real one. Toyota came out as the third most recognised logo.
The research picked up that the iconic circular design, and the blue and white colours that represent the Bavarian flag – a nod to the company’s home – are some of the reasons the logo is so well-known. Although the logo has changed throughout the years, this current logo they use for vehicles has been around since 1997.
Although the German brand updated its logo to a more modern design in 2020, that design is used solely for brand communication. The version Vanarama surveyed with is still found on the actual models – perhaps because of how recognisable the symbol has become.
The second manufacturer that managed to make a lasting mark on consumers’ minds is Mercedes-Benz with two in five respondents recognising the real logo. The iconic three-pointed star has held its ground as a symbol of luxury and prestige.
The first version of the Mercedes-Benz logo was a gold star on a blue background. This was used from 1909 to 1916. In 1916, the logo was redesigned to include the company name, and it was also changed to a white star on a silver background.
This is the basic design that has been used ever since. The three points of the star represent land, sea, and air – environments the company once believed they would conquer with Mercedes-Benz engines.
Toyota is the third most recognised logo; over a third of respondents recognised the real Hyundai logo. In 2003, the firm brought out the logo that is used today, with a stylised ‘H’ in an oval shape. The ‘H’ supposedly represents two people shaking hands to show their commitment to customer service, while the oval represents the company’s global reach.
The survey was inspired by some recent car logo changes that have been so subtle that it’s hard to tell if the logo has changed at all. Take Porsche, for example. The new logo took three years to develop but at a glance is almost identical to the previous version, the gold changing slightly and the background made smoother.
The same goes for Infiniti, where the lines and font have been made thinner, so only those with a keen eye might be able to spot the difference. Or with Opel, where the designers have slightly changed the lightning bolt.
With these more subtle changes, and already lower base of brand recognition, it may be a case of ‘why go to all this trouble?’
