Raising Principle

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.