Posters

Posters are the most suitable medium when attention is to be drawn to campaigns, events, projects, etc. For the poster to fulfill its duty, the recipient must receive the message quickly and clearly. In addition to the contents, the design is also of special importance because the sender of the poster should be recognizable at greater distances, for example.

Posters are produced with the special color silver for the brushing and with the Daimler logotype applied with hot foil stampingFoil Stamping
Finishing process during which a tinted foil is applied to a printing substrate with a heat .... The poster is produced in four-color (4C) printing in exceptional cases only.

The viewer must be able to recognize the message of the poster and its sender quickly and clearly.

Daimler Logotype and Subsidiary Name

The Daimler logotype is always placed in the bottom left of posters on the raising area. It keeps a distance of three times (3x) the cap heightCap Height
Height of the capital letters. During the era of lead typesetting the height of the lead base on ... for “D” between it and the bottom margin and two times (2x) the cap height for “D” from the left margin. The distance to the text must be at least 2x “D” for portrait formats and at least 1x “D” for landscape formats. Posters can be produced in the sizes DIN A3 to DIN A0 in portrait or landscape format. The size of the Daimler logotype and subsidiary name is based on the poster format.

The Daimler logotype is generally produced as a hot foil stamping; posters are produced in four-color printing in exceptional cases only. In this case, posters of size DIN A3 use the “S” version of the logotype. Larger posters use the “L” version of the logotype.

Dimensioning with specifications on the minimum distances that are to be maintained for portrait and landscape posters.

Raising Principle and Brushing

The raising area, which is filled with silver brushing, is on the bottom format margin for posters and is combined with an imageImage
The publicly perceived image of a company, brand, product or service. Determined primarily by ... or an area in Light Grey. The inclination angle of the raising edge is 10° for portrait and 5° for landscape. There are Adobe InDesign templates available for portrait and landscape with a raising area height of 1/2 or 1/3 of the format height respectively.

If posters are produced with four-color printing in exceptional cases, take into account that the axis of the light path in the brushing changes. In this case, it goes from the bottom right to the top left. This ensures that the Daimler logotype is always in the darker area of the brushing and has enough contrast to the background.

For posters, there are two different brushing heights available on which the headline and text can be placed.

On posters, the headline can also be placed on the image. This provides more space for information on the raising area.

Typographical Elements

The text on posters is always left-aligned with the Daimler logotype and structured from the top to the bottom. The text on the raising area is always white; on the light-gray area it is black, and on images it is white or black depending on the contrast. The distances to the raising edge, the margins and the logotype must be maintained.

Headlines
Daimler CS Regular is always used for headlines, and the period is not used to mark the end of the sentence. For each poster format, there are three different font sizes available for the headline, text copy and image caption. The font sizes are coordinated with each other and result in a harmonious overall appearance. The headlines can be placed on the raising area, on the image or on the area in Light Grey. If the headline is placed on the image, the image detail chosen for this should not be “busy.”

Text Copy
Daimler CS Regular is used for text copy. The font sizeFont Size
The unit of measurement for the font size is the point (pt). of the text copy depends on the font size of the selected headline. Text copy is white when placed on the raising area and black when placed on the area in Light Grey.

Additional Sender Information
If additional details about the sender, such as Web addresses, etc., are to be placed on the poster in addition to the Daimler logotype and subsidiary name, these use Daimler CS Bold. They can be integrated in the text copy or created as a closing line. The additional details about the sender are white on the brushing or black on the area in Light Grey.

Captions
Captions are placed on the image in Daimler CS Bold in black or white depending on the contrast. 

[01] headline
[02] text copy
[03] additional sender information
[04] image caption

On posters, the headline can also be placed on the image. This requires the image section not to be “busy.”