AMG Logo

AMG Brand History

AMG was founded in 1967 by Hans Werner Aufrecht and Erhard Melcher in Großaspach, Germany. The company name is an abbreviation of Aufrecht, Melcher, and Großaspach. It began as an independent engineering firm focused on Mercedes-Benz performance upgrades and later became Mercedes-AMG GmbH.

In 1999 Daimler-Benz AG acquired a controlling interest in the company. By 2005 Daimler became the sole owner. Today AMG operates as a wholly owned subsidiary of Mercedes-Benz Group AG (formerly Daimler AG) while preserving its performance heritage and engineering expertise.

The current headquarters are located in Affalterbach, Baden-Württemberg, Germany. This location is directly reflected in the official emblem through the inclusion of the Affalterbach coat of arms.

AMG Logo Evolution

1967 – Present: Original Wordmark

The original AMG logo was created in 1967 at the time of the company’s foundation and remains in continuous use today. This wordmark features the letters AMG in a bold, confident sans-serif typeface with slightly rounded angles. Five parallel diagonal lines of varying thickness appear to the left of the wordmark, with the thickest line on the far left becoming progressively thinner. The left vertical bar of the letter A aligns parallel to these diagonal stripes.

• Design: Bold sans-serif letters combined with five dynamic diagonal stripes that symbolize power, dynamism, progressiveness and confidence
• Colors: Primarily monochrome black on white or white on black depending on application
• Changes: No significant modifications since introduction in 1967
• Context: Introduced immediately after founding and chosen to represent the brand’s performance identity

1967 – Present: AMG Emblem

The AMG emblem serves as the official crest used alongside the wordmark. This circular emblem features a thick outer frame containing the AMG nameplate and the word Affalterbach. The central field is divided vertically by a silver-gray line. The left half displays the coat of arms of Affalterbach, showing a bright green tree with red apples on a blue river. The right half contains a technical drawing of an AMG engine valve in gray and black on a cream-beige background.

• Design: Circular shape with thick framing that merges heritage and engineering elements
• Colors: Green, red, blue, silver-gray, black, cream-beige
• Changes: Selected Affalterbach coat of arms over the original Großaspach design for better visual appeal and color
• Context: Created in 1967 to reflect both the company’s relocation to Affalterbach and its technical expertise in high-performance engines

The combination of the dynamic wordmark and the detailed emblem creates a balanced visual identity that emphasizes both power and heritage. These AMG logo designs have remained essentially unchanged since 1967, underscoring the brand’s commitment to tradition while representing engineering precision and performance.

The AMG symbol continues to appear on vehicles, official materials, and merchandise as a mark of high-performance engineering. The AMG badge and AMG car logo are instantly recognizable within the automotive community for their association with Mercedes-Benz performance models.