Brushing
Brushing is designed to imitate the metallic look of stainless steel surfaces and is a visual design anchor. Together with the corporate logotype, the brushing defines the elegant, silvery appearance of Daimler’s color palette.
The up-to-the-minute content on the “Daimler Brand & Design Navigator” online portal presents Daimler AG’s mandatory Corporate Design rules which are binding for all companies bearing the corporate name: Corporate Design Policy A 33.1 (available for employees only).
Brushing is designed to imitate the metallic look of stainless steel surfaces and is a visual design anchor. Together with the corporate logotype, the brushing defines the elegant, silvery appearance of Daimler’s color palette.
The silver brushed surface and the raising concept are the outstanding design characteristics at Daimler as part of internal and external communication. For this reason, these elements are used in all use cases. The brushed surface replicates a high-gloss, metal, stainless steel surface. As a rule, the corporate logotypeCorporate Logotype
It can be a picture, a word or a combination of words and pictures. Colloquially, it is often ... shall be positioned on the brushed surface. In conjunction with the corporate logotype the brushed surface determines the sophisticated, silver appearance of Daimler’s color systemColor System
This refers to the controlled interaction of multiple colors. The Daimler color system includes the ....
Printing the Brushed Surface in Special Colors
If the Daimler corporate logotype is produced as part of hot-foil embossing, the brushed surface must be printed in PantonePantone
The Pantone matching system (PMS) consists of spot colors (“special colors”) from Pantone LLC. 10077 special color and the brushed structure must be printed in black. For this reason, take into account additional production time during media planning.
Background in Pantone 10077 special color [1] + black for the structure [2] = brushed surface in special color [3]
Composition and printing of brushing in Pantone10077 special color
Printing the Brushed Surface as part of Four-Color Printing
In exceptional cases the brushed surface and the Daimler corporate logotype can also be printed as part of 4C. The colored surface is assigned a color gradient in CMYKCMYK
The abbreviation stands for Cyan, Magenta, Yellow and Black, which form the basis of process-color ... to generate the metal appearance of the brushed surface as part of four-color printing. The black structure of the brushed surface is then printed onto this color gradient.
Background with 4C color gradient [1] + black for structure [2] = brushed surface in 4C [3]
Composition and printing of brushing in four-color printing
The CMYK color gradient is geared towards the position of the corporate logotype. If it has been positioned at the top right, the light gradient axis moves from the bottom left towards the top right. This makes sure that the corporate logotype is positioned in the dark area. In cases in which the corporate logotype is positioned at the bottom left, the axis moves from the bottom right towards the top left.
Gradient ramp with adjustment specifications to position the corporate logotype in the top left
Gradient ramp with adjustment specifications to position the corporate logotype in the bottom left
The printing of large-scale applications (for example for events) requires the use of a special brushing structure that has been adapted to the format so that it is still clearly visible as a structure from far away. Large-scale brushed areas are always produced using four-color printing.
Use of brushing on front covers of corporate publications
Silver brushing on a pylon
Use of brushing on stationery
This online portal supports employees and external service providers with information on the Daimler AG’s Corporate Design, its brands and subsidiaries — from the basic elements to their use as well as practical examples and provides also a download of suitable layout templates.
Daimler AG is one of the leading global suppliers of premium cars and one of the world’s largest manufacturer of commercial vehicles. We offer financing, leasing, fleet management, investments, credit card and insurance brokerage as well as innovative mobility services.
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Represented by the Board of Management: Ola Källenius (Vorsitzender/Chairman), Martin Daum, Renata Jungo Brüngger, Wilfried Porth, Markus Schäfer, Britta Seeger, Hubertus Troska, Harald Wilhelm
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