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).
The overarching design principle that makes Daimler recognizable at first glance. The principle of raising supports the brand's dynamic image through slanted surface design. The direction of movement is always ascending from the bottom left to the upper right.
The raising concept represents the superordinate design concept within Daimler’s corporate design. The raising concept is characterized by the angled surface design of the silver surface and/or photographs. The concept shall always move from the bottom towards the top, from the bottom left towards the top right. The silver raising surface distinguishes Daimler at first sight and supports the brand’s dynamic appearance. For this reason, it is used throughout all media.
Structure of the Raising Area
The structure of the raising concept is based on three, pivotal characteristics: angle, position, and height. The incline angle of the bottom edge is determined by the format. With portrait format, such as brochure titles, the angle is 10°, with landscape format, such as PowerPoint presentations, the angle shall be 5°. The title page format also specifies the incline angle of the spread on the inside. With extremely wide landscape formats as part of face-to-face communication, an incline angle of 2.5° is usually applied. This value can be further reduced in the case of widths over 20 m.
The incline angle for vertical formats
The inclination angle on centerfold pages of brochures
The inclination angle for horizontal/landscape formats (e.g. presentations)
The height of the raising surface results from dividing the format into units of 1/6. Depending on the application, the raising surface shall be positioned at the top or bottom of the format. Three heights are available, covering 1/2, 1/3, and 1/6 of the corresponding format, measured from the top right-hand edge of the corresponding format. Measured from the bottom right-hand edge, for instance in advertisements or posters, the raising surface covers either 1/3, 1/2, or 2/3 of the format in height.
On the title pages, e.g. of brochures, the corporate logotype and the title of the publication appear on the silver raising area. The height of raising areas measured from above is 1/2, 1/3 or 1/6 of the format height.
On the inside pages of brochures, the raising area can be filled with the silver brushed space, an area in Light Grey or an image. The height of the raising areas measured from below is 1/3, 1/2 or 2/3 of the format height.
Usage of the Raising Concept
The raising surface shall be filled with the silver, brushed surface on title pages and it shall feature the Daimler corporate logotypeCorporate Logotype
It can be a picture, a word or a combination of words and pictures. Colloquially, it is often .... The silver raising surface may also be used on the insides of brochures or flyers in conjunction with a Light Grey color surface onto which an imageImage
The publicly perceived image of a company, brand, product or service. Determined primarily by ... or a combination of these elements is placed.
On front covers, e.g. in brochures, the corporate logotype and the headline of the publication are positioned on the silver raising surface.
Images can be alternately placed in raising areas on the inside pages of brochures.
On the inside pages of brochures, both raising areas can be filled with images.
The raising area can run horizontally over both inside pages and may be combined with brushing.
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 and luxury cars and one of the world’s largest manufacturer of commercial vehicles. We offer financing, leasing, fleet management, investments and insurance brokerage, as well as innovative mobility services.
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Daimler AG
Mercedesstraße 120
70372 Stuttgart
Phone: +49 711 17 0
E-mail: dialog@daimler.com
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
Chairman of the Supervisory Board: Bernd Pischetsrieder
Commercial Register Stuttgart, No. HRB 19360
VAT registration number: DE 81 25 26 315
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