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(Brand guidelines) // Automotive

Mercedes-Benz brand
guidelines

Mercedes-Benz’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from mercedes-benz.com.

Download the Brand Skill

About Mercedes-Benz

Mercedes-Benz is a global automotive brand with a broad portfolio spanning cars, mobility, technology, heritage, and cultural experiences. Its work brings together a premium automotive identity and a forward-looking, human perspective.

Mercedes-Benz’s standalone identity mark is the three-pointed star. Use the brand’s own star artwork; the supplied versions include a white star.

Mercedes-Benz colors

  • Blue

    Website accent

    HEX
    RGB

  • Black

    Website background

    HEX
    RGB

  • White

    Website text

    HEX
    RGB

Mercedes-Benz fonts

  • MB Corpo Text

    Heading · 700, Body · 400

Font names only. The Brand Skill download doesn’t include font files.

Mercedes-Benz’s voice

Write with confidence and clarity, balancing technological ambition with a human, personal outlook. Keep language concise and memorable. Mercedes-Benz copy pairs an accessible invitation—“Be inspired.”—with a personal promise: “More intelligent, more human, more you.”

For heritage and history, use warm, welcoming language and concrete themes. “Is your classic car part of the family? Welcome to Mercedes-Benz Classic.” and “The history of Mercedes-Benz. People, milestones, motorsport.” show how the voice can become more conversational or editorial while staying direct.

  • “Be inspired”
  • “More intelligent, more human, more you”
  • “Is your classic car part of the family? Welcome to Mercedes-Benz Classic”
  • “The history of Mercedes-Benz. People, milestones, motorsport”

Dos and don’ts

Do

  • Use the Mercedes-Benz star artwork as the brand mark.
  • Use the dark website palette and its Blue accent when working in that digital context.
  • Set headings and body copy in MB Corpo Text.
  • Write clearly and concisely, with a confident, human tone.

Don’t

  • Don’t substitute unrelated symbols or add decorative elements to the star mark.
  • Don’t use the website’s dark treatment as a universal requirement for every context.
  • Don’t let promotional language become impersonal or obscure the message.

Mercedes-Benz imagery

3 images from mercedes-benz.com, in 3 files of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery manufaktur

1 image

Use the MANUFAKTUR image as a reference for vehicle personalisation work.

  • A close-up photograph captures a person's hands positioning a piece of dark blue suede-like fabric into a precision metal industrial clamp.

Imagery maybach

1 image

Use the Maybach campaign image as a reference when creating Mercedes-Benz vehicle campaign work.

  • A profile view of a vintage tan and navy blue 1930s-style luxury car parked inside a minimalist, bright white classical hall with tall paneled walls.

Imagery museum

1 image

Use the museum image as a reference for Mercedes-Benz museum and culture work.

  • A wide-angle architectural photograph captures the futuristic Mercedes-Benz Museum at twilight, featuring a distinctive double-helix structure with…

More from the Brand Skill

Interface components

For the captured dark website, use a white-filled primary button with dark text, a transparent secondary button with a white outline, and simple text links. Buttons use MB Corpo Text, a modest corner radius, and no shadow. Cards use a dark background, a subtle border, and no shadow.

Download Mercedes-Benz’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Mercedes-Benz’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 3 images and the logos. The font files belong to Mercedes-Benz Group AG, so they’re left out.

Download the Brand SkillZIP, 198 KB

mercedes-benz-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ voice.md

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ interface-components.md

│ ├ imagery-manufaktur.md

│ ├ imagery-maybach.md

│ └ imagery-museum.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from mercedes-benz.com on 3 Nov 2026. It isn’t Mercedes-Benz’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Mercedes-Benz and its logos are trademarks of Mercedes-Benz Group AG. Rainbrand isn’t affiliated with or endorsed by Mercedes-Benz Group AG.

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