AMG, or Aufrecht, Melcher, and Großaspach, is Mercedes-Benz's performance and tuning division that specializes in high-performance versions of the company's automobiles. Hans Werner Aufrecht and Erhard Melcher, former Mercedes-Benz engineers, started the firm in 1967. The "G" in "AMG" originally denoted Großaspach, Aufrecht's birthplace.
The AMG logo represents Mercedes-Benz's AMG division, which is committed to improving the performance of its automobiles. The logo has three letters and five slanted lines. The letters "A," "M," and "G" reflect the names of the founders, Aufrecht, Melcher, and Großaspach, respectively, while the lines symbolize a crankshaft or valve spring. The logo gives a sense of speed, racing, and technical emphasis, demonstrating the company's dedication to high-performance automobiles.
The AMG Logo serves as the visual backbone of the brand’s identity, reflecting the brand’s core values, mission, and ambition in a single, bold symbol. The design components, such as lines and composition, convey trust, dependability, and progressive qualities, and the color palette represents key brand attributes such as sustainability, growth, and authenticity.
