Lorinser is a German automotive refinement and tuning specialist based in Winnenden, near Stuttgart, known for customizing Mercedes-Benz vehicles. The company was founded on March 1, 1930, by master auto mechanic Erwin Lorinser in Waiblingen, Germany, and remains a family business now led by the third generation, Marcus Lorinser, who took the helm in 2006. [1]
Design and History
The Lorinser identity is built around the family surname as a wordmark. The brand’s emblem is described as a shield-type badge design, with the Lorinser family name displayed at the top. [2] The company also produces physical emblems for vehicle application, including oval badges in silver or black and a round black emblem with a diameter of 57 mm, all carrying the Lorinser name. [3] [4]
In 1981, Sportservice Lorinser was registered as an independent company in the commercial register, marking the formal establishment of the tuning operation as a separate entity. [1] The company’s official history describes the Lorinser brand as standing for “the individuality and enthusiasm of the automobile, for innovation and design, for technological excellence and the highest customer satisfaction.” [1]
Recent Lorinser vehicles have been fitted with a round brand emblem with a black base, replacing the original Mercedes-Benz hood ornament on customized models. [5]
Meaning and Symbolism
According to a brand encyclopedia entry, the lower portion of the Lorinser shield emblem originally drew inspiration from the wheel ruts in front of the founder’s home, with the sun ahead and two local rivers behind. Lorinser later reinterpreted the emblem’s meaning: the shield symbolizes that Lorinser vehicles provide safety on the road both day and night, making safety one of the brand’s primary pursuits. [2]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
