The Daimler Logotype
The logotype is a graphic item that must not be altered. Any form of deviation in the word mark from the Daimler CA font or another font is not allowed.
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The content of the “Daimler Brand & Design Navigator” online portal applies to activities of subsidiaries with Daimler as part of their company name (according to Corporate Design Guideline A 33.1). For more information on the CI/CD set of rules for Daimler Truck AG, please visit the “Daimler Truck Design Navigator” online portal.
The Daimler logotype is a graphic item that must not be altered. Any type of reproduction of the word mark from the Daimler CA font or any other font shall be prohibited. The elements shall also not be distorted or modified in any other way. Only original files of the logotype must be used.
The superior character and the significance of the Daimler logotype prohibit its use on trivial objects. Exclusively high-grade materials without any signs of wear shall be used. The logotype shall not be used for decorative purposes or as an adornment. Excessive use shall be avoided in particular, i.e. use as a background or in samples.
Color and Background
The color of the Daimler logotype is silver. Within the context of printed media it is usually produced in a silver hot-foil embossing process, face-to-face communication and exterior signage uses three-dimensional, individual letters with a high-gloss metal surface. A three-dimensional simulation of the logotype with a high-gloss silver appearance shall be used in presentations, films, and videos, as well as in 4C print productions. We have provided logotype versions appropriate for media to meet the different production requirements. However, the Daimler logotype shall not be used as a label.
Apart from a few defined exceptions, the Daimler logotype and subsidiary name shall always be used on the brushed silver surface with a similar appearance to a brushed, stainless steel surface. In exceptional cases the logotype may be used in black on white or bright backgrounds or as a negative imageImage
The publicly perceived image of a company, brand, product or service. Determined primarily by ... in white on dark backgrounds. The 4C version of the logotype, intended for use in conjunction with the brushed surface, shall not be used on its own.
The “silver” 4C version of the logotype is not used on white backgrounds [1] or backgrounds with any other color [2].
On a white background the logotype shall be black [1] and on dark backgrounds it appears as a negative image in white [2].
Positioning
With a few exceptions, the Daimler logotype shall always be positioned at the top left on the brushed surface and will generally be set horizontally. The subsidiary name is set on the right in the type areaType Area
The type area specifies the proportions of the printable area within the page format. It determines ..., on the baselineBaseline
This is the baseline of the majuscules and minuscules. of the logotype. On media which require full-page brushing, the Daimler logotype is positioned in the middle (e.g. business cards). In this case, the company name of the subsidiary bearing Daimler is positioned in the center, below the logotype. On the letterheadLetterhead
Cut-size sheet of paper preprinted on one side for private or business correspondence. Normally in ..., the subsidiary name appears in black on the right below the brushed surface.
Variants for 4C Applications
The Daimler logotype is available for print media in two different versions as a 3D3D
The abbreviation “3D” stands for “three-dimensional.” The spatial representation of an object is ... simulation for multi-colored printing: the S variant shall be used for all formats up to and including A3, the L variant shall be used for all formats larger than A3. The available Adobe InDesign templates (4C) already feature the Daimler logotype in the correct version. Any scaling or modifications to the default settings of the provided templates leadingLeading
Distance between two lines measured from the descender of the upper line to the ascender of the ... to deviations in the variants or dimensions of the logotype used shall not be permitted.
3D simulation of the corporate logotype in the S variant [1] and L variant [2]
Free-Space
A maximum distance between the Daimler logotype and corresponding subsidiary name must be selected. A minimum space of 1x the upper-case letter ”D” must in any case be provided between the Daimler logotype and the one-line company name.
The minimum free spaceFree Space
Clearly defined space around a corporate logotype or brand mark in which no other element, e.g. text... on all sides around the Daimler logotype must measure the height of the uppercase letter “D”. If the logotype cannot be used without sufficient free space surrounding it, it must not be used. The minimum free space on all sides around the subsidiary name shall be determined by the Daimler logotype used, and uniformly determines the cap heightCap Height
Height of the capital letters. During the era of lead typesetting the height of the lead base on ... for the letter “D”.
Proportions
The cap height of the subsidiary name corresponds to half the cap height of the Daimler logotype. If possible, the company name should be used in one line in addition to the Daimler logotype. Long company names with multiple parts can also be set in two lines in the layoutLayout
The layout provides the designer and requesting party with an impression of how a communication ... format while observing the minimum free space (e.g. in the case of very narrow portrait formats). Here the overall height of the two-line company name corresponds to the height of the Daimler logotype.
Formats | Width Daimler logotype |
Cap height company name one-line |
Cap height company name two-line |
100 x 210 mm portrait | 45 mm | 2.8 mm (11.8 pt) | 2.2 mm (9.5 pt/line spacingLine Spacing The vertical distance between a line or baseline and the next written baseline in a text. The line ... 9.5 pt) |
DIN lang (DL) portrait | 45 mm | 2.8 mm (11.8 pt) | 2.2 mm (9.5 pt/line spacing 9.5 pt) |
DIN lang (DL) landscape | 45 mm | 2.8 mm (11.8 pt) | – |
U.S. Tri-fold portrait | 1.7717 in | 0.1102 in (11.8 pt) | 0.0882 in (9.5 pt/line spacing 9.5 pt) |
U.S. Tri-fold landscape | 1.7717 in | 0.1102 in (11.8 pt) | – |
DIN A6 portrait | 45 mm | 2.8 mm (11.8 pt) | 2.2 mm (9.5 pt/line spacing 9.5 pt) |
U.S. Bi-fold portrait | 1.7717 in | 0.1102 in (11.8 pt) | 0.0882 in (9,5 pt/line spacing 9.5 pt) |
U.S. Bi-fold landscape | 1.7717 in | 0.1102 in (11.8 pt) | – |
DIN A5 portrait | 45 mm | 2.8 mm (11.8 pt) | 2.2 mm (9.5 pt/line spacing 9.5 pt) |
DIN A5 landscape | 45 mm | 2.8 mm (11.8 pt) | – |
DIN A4 portrait | 55 mm | 3.4 mm (14.5 pt) | – |
U.S. Letter portrait | 2.1654 in | 0.1339 in (14.5 pt) | – |
DIN A3 portrait/landscape | 70 mm | 4.3 mm (18.4 pt) | – |
DIN A2 portrait/landscape | 95 mm | 5.9 mm (25 pt) | – |
DIN A1 portrait/landscape | 140 mm | 8.7 mm (36.9 pt) | – |
DIN A0 portrait/landscape | 190 mm | 11.8 mm (50 pt) | – |
Provider/Privacy
Mercedes-Benz AG
Mercedesstraße 120
70372 Stuttgart, Germany
Phone +49 7 11 17-0
dialog@mercedes-benz.com
Represented by the Board of Management: Ola Källenius (Chairman), Jörg Burzer, Renata Jungo Brüngger, Sabine Kohleisen, Markus Schäfer, Britta Seeger, Hubertus Troska, Harald Wilhelm
Chairman of the Supervisory Board: Bernd Pischetsrieder
Court of Registry: Stuttgart, Commercial Register No.: 762873
VAT Registration Number: DE321281763
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