AMG is a subsidiary of Mercedes. It specializes in the production of sports cars and engines, although it was originally a technical studio dedicated to improving cars’ characteristics. The year of its appearance is 1967. Location – Affalterbach (Baden-Württemberg, Germany). The founders are Hans-Werner Aufrecht and Erhard Melcher.
Meaning and History
At first, it was an independent structure – an engineering firm that improved Mercedes-Benz cars’ performance. Then the controlling stake passed to the concern Daimler-Benz AG (he received it in 1999). Mercedes-AMG is now part of Daimler AG. Its symbols are adorned with aggressive sports models manufactured at the factory of the automobile tuning giant. Laconic signs emphasize not only the traditional elegance but also the unmatched power of sports cars.
And “AMG” is not just an abbreviation. It is an abbreviation of the names of the founders of the brand and indicates cars’ debut appearance. “A” stands for Aufrecht, “M” for Melcher, “G” for Grossashpach. This combination is taken as the basis for the logo. It usually stands on the body of the car along with the Mercedes logo or spare parts.
The AMG’s visual identity is conveyed by three letters and five slanted lines. As noted, the abbreviation stands for the brand name, and the lines represent the crankshaft or valve spring. The stripes have different widths: the thickest is on the left, and the narrowest on the right. This gives the logo a dynamic and emphasizes the technical focus of the brand. The letters are wide, large, free-spacing and sans-serif.
In addition to the old version of the emblem, there is one more – a new one. It has the shape of a round stamp and resembles traditional Germanic iconography in design. The internal structure is complex since a smaller circle in the center is divided into two halves by an even strip.
An apple tree and a stream are depicted on the left side. They epitomize Affalterbach, where the automotive company’s base facilities are located. The fact is that the name of the area is translated like this: “apple tree” (affalter), “stream” (bach). This became the reason that the designers chose these images as the main elements. This is how AMG pays homage to its hometown.
On the right side are the components for the car engine: cam, valve, and springs. They are used because of the authenticity because improved motors are a key segment of AMG, on which it is fully focused. Each engine is the result of the manual labor of one engineer. That is, this is piece work. Thus, the spare parts symbolize the employees’ unsurpassed skill and the highest quality of the products. Therefore, motors assembled by hand are marked with a special round stamp – the manufacturer’s signature.
The central disc is surrounded by a black stripe labeled “Affalterbach” (top), two laurel branches (on both sides), and the abbreviation “AMG” (bottom). The city’s name was used for the second time (in the form of text) since it is of great importance for the enterprise: the plant’s main capacities are concentrated there, and the headquarters are located there (since 1976).
Font and Colors of the Emblem
For the logo, the developers chose a typeface from the Sans Serif category – smooth, more reminiscent of geometric shapes than written signs. Moreover, the text was used in two places: on the general logo, consisting of an abbreviation, and on the logo in the form of an individual round stamp. In the first case, the signs are wide; in the second, they are narrow. The only thing that unites them is the upper case.
The emblem’s corporate palette is silvery, as close as possible to the metallic color with light reflections. This is how it looks on the car body. On other media, the logo is monochrome and consists of a combination of black and white. The round icon comes in two versions, depending on the place of use. The colored logo uses blue (water), green (wood, crown), red (apples), gray (lettering, laurel wreaths, valve, spring, background), and black (engine cam).