One of the leading automobile brands in the world is Mercedes Benz. Mercedes has been using its flagship three star symbol to display its brilliance in terms of quality and its vintage origins. Surprisingly some countries even consider it a currency and the others are well versed with it The question that arises thus, is why Daimler Chrysler, Mercedes Benz's parent company, feels there is a need for brand development? Matching steps with the fast economic developments and to further the goodwill of Daimler Chrysler, the company is constantly engaging in brand development activities.

There is fur ore that the unnecessary changes in the workings and the formats of the brand have impacted its mass appeal and led to its downfall. Unlike Daimler Benz before, Daimler Chrysler doesn't have Mercedes Benz as its only major brand now. There was a need to define precisely the blurry distinctions between brands both internally and externally.

The specifications and quality has seen a see improvement among all leading car brands that further requires Mercedes to take intense measures to keep its position intact. A much renowned advertising firm was assigned the task of managing the brand in the year 1999. A Brand Design System was to be developed for Mercedes Benz which would supersede previous guidelines and take advantage of online advances. Its availability for the purpose of consultation of agencies and dealers worldwide was to be achieved through the company's extranet to internal and external audiences.

The advertising firm made use of the brand values to create a brand expression that furthered the appeal and turned out to be the statement of the brand later. Through the print and the online media, the expression conveyed the thoughts regarding the brand and described the work done on the project. To make the project worthwhile the brand expression was complemented with the specific design guidelines, the general design guidelines and not to mention the basic design elements.

The brand made use of typefaces, colors to include in the design element basics. Its brand mark, the three pointed star was basically left unchanged; but received some modifications for the web. The General Design Guidelines dealt with the basic designing of the stationary, web pages, exhibiting and the like. Online design is of increasing importance and, in the future, Mercedes Benz's web presence will promote the brand more actively, confirming the ascendancy of business.