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Less then Jake @ Soundwave Festival, Sydney Olympic Park, NSW, Australia 2014. (c) Annette Geneva
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La longueur de la Lesse est de 89 km. Sa source se trouve à Ochamps, dans la commune de Libin, à l’ouest de Libramont, en province de Luxembourg. La Lesse coule globalement en direction du nord-ouest.
Assertion – Signal-to-Noise Ratio - Less is more
Evidence – Mercedes Benz emerged from a merger of two companies that became Benz & Cie. Mercedes Benz logo has evolved from 1902 to the current simplified design as seen in the image. The 1902 logo had the name Mercedes and that was simple by itself until the sons of one of the founders (Paul and Adolf Daimler) decided to honor their late father with a three-pointed star which was unveiled in 1909. A new company logo including the word Benz and a circular wreath was also registered in 1909. In 1916, the logo was changed by placing four small stars, a circular band, color additions and the word Mercedes. In 1926, the companies merged to form Daimler-Benz AG with a new logo combining the three-pointed star and the name Mercedes Benz, surrounded by a wreath. In 1933, the company got rid of the wreath and wording and used the circular three-pronged star to clearly communicate their brand.
Commentary – the evolution was necessary, although it needed several revisions. The 1902 logo was simple and posed to introduce the model while trying to gain footing in an emerging auto industry that catered to a particular clientele. By 1909 and 1916, the brand was easily recognized as the company steadily grew and built its reputation. In 1926, a new company merger considered the need to represent all business parties involved but still maintain visibility with their loyal base. The 1926 logo had many unnecessary elements as they tried to make all parties happy. The results were a cluttered logo that included wording, a wreath, three pronged star, and a circle. By 1933, Mercedes Benz became an easily recognized brand that they could eliminate any wording explaining who they were. It is so recognizable worldwide that there is no need for anything else but the circular three-pronged star.