Whether it was Daimler or DMG, the passenger cars made in Cannstatt soon had a new brand name in any case as, in April 1900, DMG reached an agreement with Emil Jellinek for the supply of innovative cars and engines. But the abbreviation DMG as a calligraphy was also registered as a trademark alongside the name Daimler. The name was actually entered on the Trademark Register as early as 4 December of the same year.
It is only logical that Daimler-Motoren-Gesellschaft applied to the Imperial Patent Office to have the valuable name of the brand's founder registered as a trademark on 29 September 1899. Later, at the start of World War I, DMG advertised its trucks using the stylised signature of Gottlieb Daimler on a globe. In a similar vein, albeit with a far more sober design, there is a DMG advertisement from the 1890s, which the emerging company used to recruit representatives: the name 'Daimler' hovers over the entire motif, the second 'O' in the German word 'Motoren' depicting the rising sun.
In addition to this, a car, a motorboat and an airship symbolise the use of the internal combustion engine on land, at sea and in the air. By way of example, a DMG design for a trademark from 1897 shows an engine with the name 'Daimler' arching above it and, hovering above this, the mythical phoenix. The brands that preceded Mercedes-Benz initially used trademarks that were based on the company names.
