Pioneering Swabian Automakers, Once Again

Yesterday Lars Harmsen from Magma Brand Design gave the first of the Drop Shadow Talks. At the beginning he spoke about the visual enrichment of corporate identities. As it seems, especially the German automobile industry uses enrichment effects a lot. BMW, Audi, Opel, Volkswagen, they all updated their logotypes and corporate styles with drop shadows, gradients, and all kind of 3D effects – except Mercedes.

German Car Brands with drop shadows

The new corporate design made by Jung von Matt really stands out. A neat white Mercedes star is placed extremely well in the upper right corner of the layout. It works very well in print and even on the web there are drop shadow below the cars only. As it seems after the crisis the pioneering spirit of Swabian automobile manufacturers returns—yet unexpectedly different. I am curious if Mercedes will lead the a wave of shadow-less corporate designs? (Imagery from October 28, 2009)

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