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2007


1998

In August 2007 DaimlerChrysler sold control of Chrysler to investors, and announced its intention 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 the new Chrysler LLC, for that matter), 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 Identity, Berlin, together with Netherlands type specialists Underware.

Factory, sales and functional unit names were changed too: those restricted to a product brand will use that name, while those who serve more than one product brand will carry the Daimler name.

Design: Schindler Parent Identity, Berlin

Submitted by: Tony Spaeth, 3/02/2008
Status: Confirmed by Matthias Dietz, Schindler Parent Identity, Berlin, 25 June 2008
Category: Automobiles & Parts
Country (HQ): Germany