The goal of Daimler’s corporate incubator is to move faster from an idea to a product or business model. Lab1886 thus supports Daimler AG in transforming itself from an automobile manufacturer into a mobility provider by exploring new fields outside the core business – focusing on the digital sphere.
To symbolise this new approach, Lab1886 has reinvented the four-pointed star – an emblem patented by Gottlieb Daimler’s two sons in 1909, when the fourth spike was interpreted as “space”. About 100 years later Lab1886 proudly presents its new logo. With narrower prongs, the star has been rotated and now looks like an X, symbolising the secret, the next level or unknown future – to signify the upcoming changes.