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).
Frequently Asked Questions (FAQ)
Frequently Asked Questions (FAQ)
What font does Daimler AG use as its corporate typeface?
Daimler CS is the Daimler corporate typeface. It is a sans serif font and as such is distinctive of the style of the corporate brand. The Daimler CS font family has numerous individual styles that fulfill the most varied of requirements. Corporate A (Daimler CA) is used only to identify quotations. Both are part of the Corporate ASE typeface system from Prof. Kurt Weidemann.
The Mercedes-Benz corporate/product brand has been using its own typeface called “Mercedes-Benz Corpo” since September 2020.
What font styles are included in the Group license for the Daimler Corporate ASE that was acquired in late 2014?
The Group license for the Daimler Corporate ASE covers the following font styles that are based on the corporate design rules of Daimler AG and its product brands:
Corporate A: regular, bold
Corporate A Condensed: regular, bold
Corporate S: light, regular, demi, bold, extra bold, plus the corresponding italic styles
Corporate E: regular, bold
Detailed specifications and technical documentation on the Daimler Corporate ASE font styles can be requested from corporate.design@daimler.com.
The Mercedes-Benz corporate/product brand has been using its own typeface called “Mercedes-Benz Corpo” since September 2020.
In what file formats is the Daimler corporate typeface available?
In addition to a TrueType (TTF) variant, the Daimler corporate typeface can be used in the cross-platform file format OpenType (Pro). The webfonts are available in EOT, SVG, TTF and WOFF/WOFF2 formats. In addition, a font suitable for end-device native apps is provided in TTF format.
The Mercedes-Benz corporate/product brand has been using its own typeface called “Mercedes-Benz Corpo” since September 2020.
What is the nomenclature of the Daimler Corporate ASE font styles?
The new nomenclature has been defined as follows for brand and design strategy reasons and to improve the ease of use:
Daimler CA (stands for Daimler Corporate A)
Daimler CAC (Daimler Corporate A Condensed)
Daimler CS (Daimler Corporate S)
Daimler CE (Daimler Corporate E)
Daimler CACArab (for Corporate A Condensed Arabic)
Daimler CSArab (for Corporate S Arabic)
Does brushing always have to be applied?
Yes, brushing is always used on the title pages of brochures, flyers, PowerPoint presentations, and other media. Together with the silver Daimler corporate logotype, the brushing, which is based on the look of metallic stainless steel surfaces, is the visual anchor for the design.
What is the raising principle?
This refers to the superordinate design concept and is distinguished by a line ascending from the bottom left to the top right.
What are the important considerations in the choice of color for tables and diagrams?
Tables and diagrams should be designed predominantly in Petrol and Light Grey. Deep Red is used for highlighting only.
What color is used for info boxes?
Only the color Light Grey in 100% strength is used for info boxes.
May all the corporate colors be lightened or darkened?
No. Light Grey and Deep Red can be darkened, and petrol can be darkened and lightened.
May the corporate logotype be used on promotional items?
Yes. With regard to the choice of promotional items, care must be taken to ensure that the quality of the items conforms to Daimler's image and standards. If the corporate logotype is being used for merchandising purposes, the materials in question must be of high quality. The character and significance of the corporate logotype rule out its use on trivial items. Production techniques such as full tone printing, embossing or engraving are appropriate for printing the corporate logotype on promotional items.
May the corporate logotype be positioned vertically?
In all formats, the corporate logotype is normally positioned horizontally and left justified. However, various media require the corporate logotype to be positioned in a way that deviates from this rule.
What is the minimum amount of free space that must be left around the corporate logotype?
The free space to be left on all sides around the corporate logotype must measure at least once the height of the upper case letter “D”. If it is not possible to keep this amount of free space around the logotype, the logotype must not be used.
May the corporate logotype be altered or modified through the addition of extra elements?
No. As the corporate logotype represents a self-contained unit, additions, in the form of either word or design marks, are not permitted.
May the corporate logotype be used in any size or color?
No. The sizes of the corporate logotype have been specified to suit the format. As a general rule, the corporate logotype is to be used only in Silver (foil stamping). In exceptional cases, it is used in white or grey (3D simulation) depending on the brightness of the background. No other color variants are permitted and therefore no such variants may be created.
Are there templates for tables in MS Word documents or MS Excel worksheets?
No. In general, the following applies: Tables should always be designed using the colors available in the Daimler color system.
May three-dimensional elements or forms with shadows also be used in MS PowerPoint presentations?
No. The use of multi-dimensional elements or forms with shadows is not permitted. The only permissible highlighting is by means of colors available in the Daimler color system.
In the case of references to concrete objects or matters, the range of pictograms specially developed for Daimler may be used.
May the templates for MS PowerPoint presentations be altered?
No. Presentation templates may not be altered or modified. The templates also predetermine the positioning of the corporate logotype and the organization of the other layout elements. In particular, no other brand marks or company logotypes may be brought into proximity with the corporate logotype in presentations.
Are there templates for diagrams in MS PowerPoint presentations?
No. In general, the following applies: Diagrams should always be designed using the colors available in the Daimler color system.
May the corporate photos and photos from Daimler Annual Reports be used in students’ scientific papers, final reports for practical semesters and presentations by interns and working students?
Yes. Please designate the images on all media with "Daimler AG" and include a legal note to the photos used in the last slide.
Example of legal note for presentations:
All photos or graphics used in this presentation, and their arrangement, are subject to copyright law and other laws for protection of intellectual property. Any dissemination, reproduction, editing and use in presentations without the prior written consent of Daimler AG are prohibited.
© YYYY Daimler AG. All rights reserved.
What templates are available in the Daimler Brand & Design Navigator?
The platform offers definitive templates for Adobe InDesign, MS Word and MS PowerPoint in the form of downloads. The section tab “Downloads” takes users directly to an overview of all the available templates for the individual brands. In the Design Manual pages, direct links to the relevant files are provided under “Related Downloads” at the bottom of the page above the footer.
Why does the warning message about insufficient access authorization appear when I try to download certain files in the download section?
Full access to such download files can only be granted after a check by Daimler Communications – Corporate Design (COM/C). To this end, registered users should send a query to the email address corporate.design@daimler.com. All queries will be processed without delay; however, please understand that in individual cases there can be delays in the answer and the granting of extended access rights.
What software program can be used to open and edit the Daimler templates for brochures, fliers, posters and corporate printed matter?
The templates for brochures, fliers, posters and corporate printed matter provided in the Daimler Brand & Design Navigator of Daimler AG are available exclusively in the INDD and INDT formats. These formats can be opened and edited with the DTP program Adobe InDesign.
With the online system ePOS (Daimler Electronic Publishing & Ordering System) you can individually configure and order the standard media such as fliers or posters. For questions concerning Daimler ePOS please contact Corporate Business Service Management, Media & Data Management (CBS/MD).
Are modifications to the document templates permitted for internal use?
No. The document templates for Word may not be altered, otherwise their compatibility and comprehensive functionality cannot be guaranteed. The templates also predetermine the positioning of the corporate logotype and the organization of the other layout elements.
For what purposes may the motifs of the corporate photos be used?
The motifs of the corporate photos may only be used for authorized Daimler publications. Any use for publication by external partner companies, suppliers and third companies is prohibited.
What other sources are there in the company for current photographic material and other brand and product photographic images?
Current photos of the various products in the Daimler brand portfolio can be downloaded from the Daimler Global Media Site under http://media.daimler.com/.
Does the email signature included in email software on mobile end devices differ from the general specifications?
The email signature, including Board of Management footnote used on a mobile end device does not differ from the email signature template for the MS Outlook email program.
As a rule the email signature contains the required disclosures for correspondence with external recipients because emails can also represent business correspondence in the legal context. This kind of required information may also not be omitted on mobile end devices as well.
Where is the paragraph symbol used to insert the Board of Management text in emails located?
In MS Outlook you will find the paragraph symbol in the field “Mandatory Information” under the tab “Message”. If the paragraph symbol is missing in the MS Outlook version which is installed on your company computer, please contact the IT administrator responsible for your location. Alternatively, you can also contact the colleagues at the Corporate User Help Desk by phone or email.
Can the Board of Management footnote line be inserted automatically in the email signature?
The current Daimler Board of Management footer cannot be attached automatically and should also not be written manually into the signature, since it must then also be changed manually in the event of changes in the Board of Management. In MS Outlook, the current Board of Management note/footnote of Daimler AG is appended to your email when you click on the paragraph symbol in the field “mandatory information” under the tab “Message”.
Can the link reference “mailto” be omitted in conjunction with email addresses in the email signature?
If you already have the MS Outlook program, you can select not to include the character code “mailto:” in the email signature. The character code is used for memory recognition of email addresses. Modern email programs generally recognize email addresses automatically; however it is recommended to insert the “mailto:” feature at all times for compatibility reasons.
Are any further details such as unloading point and visitors’ address allowed in the email signature?
If an unloading point is required, it can be included in the email signature. However, the visitors’ address does not have to be listed automatically and can also be communicated to the visitor at a later time, if needed.
How is the hierarchical level indicated in the email signature?
The German designation for all levels is "Leiter xyz"(head/manager xyz). In English, this designation is translated for the different levels. If an employee does not have a management function in the company, the corresponding unit designation is shown in this line of the employee's email signature.
Is application of the rules for email signatures mandatory or only recommended?
Certain information in the email signature, such as first and last name, unit designation, phone no., address, etc., as well as the footnote information of the Commercial Register No., Board of Management composition, etc. is mandatory for external correspondence of a legal nature. All other information is recommended and/or optional information that should be customized in accordance with the individual application.
What information has to be included in the email signature of external employees?
Since no general rule concerning the information required in the email signatures of external employees can cover all eventualities from a legal point of view, we recommend coordinating the email signature with the respective order customer in the company on a case-by-case basis.
What information must the email signature show concerning the unit and department designation?
As a rule, the unit designation should be used as the superordinate organization unit instead of the department designation. The object in creating the email signature should be to keep it as brief and to-the-point as possible. It will then not cause any unnecessary toner and paper costs when printing out emails.
If, however, the parallel inclusion of unit and departmental designations is important for the daily work and facilitates the electronic correspondence with colleagues and external partners, these two designations can be included together in your email signature.
In what language should the email signature be set up?
The email signature should be set up in English, if possible. This is not to be viewed as an explicit rule but rather as practical guidance in daily work, which the email signature is to offer to foreign recipients. However, if you only communicate by email with colleagues and customers in Germany, the main terms, such as telephone, etc. can also be shown in German.
How do I obtain authorization for the design or production of communication media and advertising materials?
Communication and advertising materials using Daimler AG's Corporate Design must be designed and ordered via Daimler’s online printing system ePOS (Electronic Publishing and Ordering System):
https://portal.e.corpintra.net/go/epos
Under exceptional circumstances, documents can be sent to corporate.design@daimler.com for checking and approval.
What is the purpose of Daimler’s Corporate Design?
The visual presentation of the Group plays a key role in ensuring that Daimler is perceived throughout the world as a brand. Daimler uses its distinctive visual identity to convey its self-image as well as its specific corporate values, goals and strengths.
Which brands belong to the Daimler’s portfolio?
In addition to Mercedes-Benz, the world’s most valuable automotive brand, Daimler’s product portfolio includes the sub-brands Mercedes-AMG, Mercedes-Maybach, Mercedes-EQ and Mercedes me as well as the product brands Freightliner, Western Star, BharatBenz, Fuso, Setra, and Thomas Built Buses, and the financial divisions Mercedes-Benz Bank, Mercedes-Benz Financial Services, Daimler Truck Financial and Athlon (as of 02/2021).
Which brands belong to which division?
Mercedes-Benz Cars: Mercedes-Benz, Mercedes-AMG, Mercedes-Maybach, Mercedes-EQ, Mercedes me
Daimler Trucks: Mercedes-Benz, Fuso, Freightliner, Western Star, Thomas Built Buses, BharatBenz
Mercedes-Benz Vans: Mercedes-Benz, Freightliner
Daimler Buses: Mercedes-Benz, Setra, BharatBenz
Daimler Mobility: Mercedes-Benz Bank, Mercedes-Benz Financial Services, Daimler Truck Financial, Daimler Fleet Management, Athlon
Are the Design Manuals in the Daimler Brand & Design Navigator binding or merely intended as a guide?
The design manuals are binding. The platform’s content constitutes the binding version of the visual presentation of Daimler AG and its subsidiaries bearing the corporate name and has been documented in the Corporate Design Policy A 33.1. The Corporate Design follows clear, unambiguous rules that simplify the creative design process and therefore help to establish the Company’s characteristic brand design. The consistent handling of both the constant and variable aspects of Corporate Design gives rise to Daimler's distinctive design character across the range of different media.
What is the Daimler Brand & Design Navigator?
The Brand & Design Navigator can be seen as a key design communication tool at Daimler; as a dynamic, online portal, it stands for openness and transparency. The platform’s content constitutes the binding version governing the visual presentation of Daimler AG and its subsidiaries, as well as product and service brands.
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.
The Corporate Design Policy A 33.1 regulates the procedure for all aesthetic design issues and is on file in the ERD:
Corporate Design Policy A 33.1
(restricted internal access only)
What does Daimler stand for?
Daimler AG is one of the world's most successful automotive companies. With its divisions Mercedes-Benz Cars, Daimler Trucks, Mercedes-Benz Vans, Daimler Buses and Daimler Mobility, the vehicle manufacturer is one of the largest producers of premium cars and the world's biggest manufacturer of commercial vehicles. Daimler Mobility offers financing, leasing, fleet management, insurance and innovative mobility services.
Who are the contact persons within the Company for specific Corporate Design issues?
The relevant contact details can be found under “Contacts” or at the following link
https://designnavigator.daimler.com/Contacts
Queries relating to specific aspects of Daimler AG's corporate design can also be submitted by e-mail using the help form.
Who are the contact persons within the Company for queries relating to the individual Daimler AG brands?
The relevant contact details can be found under “Contacts” or at the following link
https://designnavigator.daimler.com/Contacts
Queries relating to individual brands can also be submitted by e-mail using the help form.
Is the content of the Brand & Design Navigator available in printed form?
No. “Corporate Design as a living system”: Just as the Company is developing dynamically all the time, so too is its corporate design subject to constant change. The Brand & Design Navigator is therefore the only source for design manuals and downloads. It is only available online. This ensures that the most up-to-date version of Daimler's Corporate Design can be accessed.
Which target groups is the Daimler Brand & Design Navigator aimed at?
The Brand & Design Navigator provides staff, design users, communication agencies and partners throughout the world with all the necessary information concerning the Corporate Design of Daimler and its brands.
What additional font styles or character sets are available or can be ordered from the font designer?
The font designer URW Type Foundry GmbH/Monotype GmbH also offers a global font (e.g. for Simplified Chinese, Traditional Chinese, Korean, Thai, Japanese, Hebrew, etc.) in Corporate A and S. However, Daimler AG has not purchased a license for it.
If you need this font or other Daimler Corporate ASE fonts that are not covered by the Group license, individual licenses can be purchased from URW Type Foundry GmbH/Monotype GmbH.
What has changed as a result of the conclusion of the Group license for the Daimler Corporate ASE?
Since the conclusion of the licensing agreement in 2014, Daimler AG has been permitted to transmit the font styles for use free of charge to external third parties (agencies and suppliers, provided that the fonts are used exclusively to fulfill orders from Daimler AG or its name-bearing subsidiaries and product or service brands).
The Mercedes-Benz brand has been using the font called “Mercedes-Benz Corpo” in all communication projects/marketing activities since September 2020 and also provides it to authorized dealers for use upon request.
Do the fonts Mercedes-Benz Corpo A and S have different graphical forms or typographical features?
Yes. The properties of the font family “Mercedes-Benz Corpo” such as letter-spacing, weight, slope, etc., have been changed – compared to the Daimler corporate typeface (including the font styles Daimler CA, Daimler CAC and Daimler CS). For this reason, there may be some shifts in existing type area or layout compositions.
A detailed specimen documentation on the Mercedes-Benz brand typeface is available on the Daimler Brand & Design Navigator online portal.
How do authorized dealers for the Mercedes-Benz product brand request access to the Mercedes-Benz Corpo fonts?
The Mercedes-Benz brand has been using the font called “Mercedes-Benz Corpo” in all communication projects/marketing activities since September 2020. This can also be provided to authorized dealers for use upon request.
To access the password-protected download package, Mercedes-Benz dealers require an activated user account for the Daimler Brand & Design Navigator online portal. Questions concerning registration and authorization should be sent to: corporate.design@daimler.com.
What types of use are included in the Group license for the Daimler Corporate ASE and permitted?
All common types of use are permitted without restriction, i.e. DTP software (e.g. Adobe InDesign) or MS Office programs (e.g. MS Word, PowerPoint) and ePub/web (web embedding, web server, mobile apps, etc.). In addition to the preparation and production of printed media, the Daimler Corporate ASE fonts may also be used for processing and presentation in digital applications for various desktop and mobile devices. The webfonts can be embedded using CSS directive @face-font.
Detailed questions about additional usages in special areas of brand and design communication can be sent to corporate.design@daimler.com.
The Mercedes-Benz corporate/product brand has been using its own typeface called “Mercedes-Benz Corpo” since September 2020.
What languages are included in the character sets of the Daimler Corporate ASE font styles?
The Corporate ASE font styles comprise the following character sets: Latin 1 (Western Europe), Latin 2 (Eastern Europe), Vietnamese, Greek, Cyrillic and expert sets with small caps and oldstyle figures. Corporate A Condensed is available as an Arabic version in regular and bold, and Corporate S is available in Arabic in light, regular and demi styles.
The Mercedes-Benz corporate/product brand has been using its own typeface called “Mercedes-Benz Corpo” since September 2020.
Is there a difference between the nomenclature of the font styles and the previous names (prior to December 2014)?
Yes. The previous names for the individual font styles have not been retained. Only the new nomenclature is valid with immediate effect.
The Mercedes-Benz corporate/product brand has been using its own typeface called “Mercedes-Benz Corpo” since September 2020.
Even if I have received an access upgrade for the Daimler Corporate ASE fonts or Mercedes-Benz Corpo fonts in TrueType and OpenType formats, does this still mean I am unable to download the corresponding webfonts and/or appfonts?
In this case, a new authorization must be obtained solely for the webfonts and/or appfonts. Use the online form provided to send us your information in an encrypted manner. We will then transfer the access extension for the webfonts package and/or the corresponding appfonts package and set up corresponding access for you on the Daimler Brand & Design Navigator online portal.
What system font may be used in MS Office programs (incl. MS PowerPoint, MS Word, MS Excel and MS Outlook)?
As a general rule, the corporate font Corporate S is used in office communications at Daimler. The system font Calibri specified at Daimler is used only in exceptional cases, for example when a MS PowerPoint presentation or MS Excel worksheet is sent to external recipients and is to be edited further by the latter.
Our agency recently concluded a separate license for the corporate typeface to fulfill orders from Daimler AG. Is an update necessary?
Although the formal features of the characters in OpenType (Pro) and TrueType formats are unchanged, existing layout files in formats such as Adobe InDesign (filename extension IDML) will not automatically recognize the renamed fonts. To enable the data exchange of open layout files with embedded fonts without technical compatibility issues, it is expressly recommended that the Daimler Corporate ASE font styles be used in accordance with the Daimler AG Group license for the production of printed media and other forms of communication.
License agreements relating to web applications can be converted to the Group license either on the date of the next software update or after the respective license agreement expires. Under the terms of the license, use of the Daimler Corporate ASE webfonts is time-unlimited and does not require separate maintenance by the responsible supplier in the future. This also applies to the corresponding font for apps after the transfer of use.
The Mercedes-Benz corporate/product brand has been using its own typeface called “Mercedes-Benz Corpo” since September 2020.
In what cases is the Group endorsement “A Daimler Group Brand” used?
The Group endorsement “A Daimler Group Brand” is used for brands for which subsidiaries of Daimler AG are the brand owner (e.g. Freightliner, Western Star, FUSO etc.).
Example:
Western Star – A Daimler Group Brand.
The Western Star product brand is owned by the subsidiary Daimler Trucks North America LLC. The Group endorsement is separated from the brand name with a hyphen. The letter after the hyphen is capitalized for all product brands and in all language versions of the Group endorsement.
Do the design specifications for sponsoring also apply for the identification of the donor in the event of donation activities?
As a general rule the sponsoring takes the form of a donation without return consideration. In the event of voluntary identification of the donor in the framework of supporting communication measures, the design specifications for Sponsoring can be used.
How does Daimler differentiate between exclusive sponsoring and co-sponsoring in terms of design?
As an exclusive sponsor, Daimler presents the corporate logotype conspicuously and strikingly. In terms of content, the corporate logotype indicates the specific commitment in combination with the formulation “Kindly supported by”. Even when Daimler appears together with other sponsors, it is Daimler’s corporate logotype that is used. The firmly defined minimum space around the corporate logotype of once the height of the capital “D” must be adhered to.
May the corporate logotype be used in connection with reference projects cited in publications produced by Daimler AG’s suppliers?
No. The corporate logotype is not to be used where Daimler is cited as a reference. Only the company name “Daimler AG” may be used, in a combination of upper and lower case letters in the company font of the supplier/service provider. Highlighting the company name by means of color or other stylistic methods is not permitted. The different companies mentioned should preferably be listed in alphabetical order.
How is the Group endorsement of Daimler AG’s Mercedes-Benz plants indicated?
The Group endorsement is “Ein Werk der Daimler AG” and this is translated into the local language, for example “A Daimler Plant” in English, but the “AG” tag is not used internationally. The Group endorsement underlines the plant’s affiliation to Daimler AG.
Is it possible to use the Daimler Corporate ASE in student research papers (e.g. field reports, term papers, master’s theses or dissertations)?
No. Daimler AG does not impose any rules for the design and production of student research papers in cases where students are mentored by Group employees in terms of the content of the respective work. The layout of such student research papers generally follows the standards prescribed by the respective university or educational institution. For reasons of copyright, the Daimler corporate typeface and other basic elements of the Corporate Design (corporate logotype, colors, etc.) may only be used in company publications.
Are employees of Daimler AG and its subsidiaries permitted to disseminate the Daimler Corporate ASE fonts to external partners and suppliers (e.g. agencies, service providers, etc.)?
No. The fonts are exclusively disseminated via the Daimler Brand & Design Navigator online portal. It is not permitted for employees of Daimler AG, Daimler AG's agencies or suppliers, or Mercedes-Benz dealers to disseminate or distribute the fonts to external third parties due to the obligatory documentation requirement.
The font is distributed via the Daimler Brand & Design Navigator online portal (which can be accessed at https://designnavigator.daimler.com/Corporate-ASE). The access extension form is only displayed after the user logs in using their username and a valid password when the respective download page is accessed. When the form has been completed, a check is made in a timely manner to establish whether authorization may be provided in accordance with the rules in the respective case, and the enquirer is informed by e-mail about the access extension that has been set up for his/her user account. The enquirer is provided with a link to the password-protected font files in the notification on the access extension.
The Mercedes-Benz corporate/product brand has been using its own typeface called “Mercedes-Benz Corpo” since September 2020.
What systems exist within Daimler AG for producing and ordering communication and advertising media?
The following production and ordering systems for communication and advertising media are available for all employees:
Daimler Electronic Publishing and Ordering System (ePOS)
https://portal.e.corpintra.net/go/epos
Daimler eVisi (for ordering business cards online)
https://sstra507.edc.corpintra.net/evisi/
Daimler eShop (for ordering office supplies and advertising materials)
http://intra.corpintra.net/intra_gps_ips/0-254-68803-49-1439006-1-0-0-0-0-1-0-68803-0-0-0-0-0-0-0.html
Where can business stationery for Daimler and the companies that bear its name be ordered from?
Domestic plants can order business stationery from the Corporate Business Service Management, Media & Data Management (CBS/M) department in Stuttgart. Queries are to be sent to media-bedarf@daimler.com.
Please note: Companies with a related name component (for example Mercedes-Benz) are to be included as a general rule in the visual identity of the corresponding brand.
Which guidelines govern the production of communication and advertising media within the Company?
The Guidelines for the Production of Daimler AG Media govern demand planning and the consulting and procurement process for communication media, taking a holistic approach to design, marketing and communication.
The Guidelines for the Production of Daimler AG Media are documented in the employee portal under the heading “Company”, subheading “Agreements and Guidelines”, module “House of Policies”, link “Enterprise Rules Database (ERD)”:
http://erd3.e.corpintra.net/ERD/Home/ruleProfile/27716
(available in German only)
What is meant by third-party advertising?
There are essentially two kinds of third-party advertising: design imitation (“passing off”) and exploitation of another's reputation. Competitors who take advantage of Daimler's good reputation instead of advertising their own products on their own merits are flouting the rules of performance-based competition.
How are the Daimler AG product brands associated with the corporate brand?
The product brands (smart, Setra, etc.) are associated with the corporate brand Daimler by means of the Group endorsement "A Daimler Brand".
Example:
Setra – Eine Marke der Daimler AG.
Setra – A Daimler Brand.
The brand association applies to brands for which Daimler AG is the brand owner. It is separated from the brand name with a hyphen. With the exception of smart, the letter after the hyphen is capitalized in all languages and all product brands are capitalized.
Are division, location and project logos permitted within the Company?
Division logos are not permitted at Daimler either in internal or external communications. Project and promotional logos, which unlike division logos have a limited time span, are permitted but must not be depicted in the direct vicinity of the corporate logotype.
What color is used for body copy?
Black and, in negative applications, white are generally used for body copy.
What kind of highlighting can be used in bilingual texts?
No distinctions are made on the basis of font styles or the color scheme in bilingual publications. The texts are distinguished by means of clear positioning.
Whom should I contact if the Daimler corporate typeface is not preinstalled on my work computer?
Work computers are generally delivered with the Windows operating system and the Daimler Corporate A and S fonts preinstalled. The configuration package installs the fonts automatically when the computer is used for the first time. They can then be used in Office applications without any further steps being necessary. In individual cases, it is possible to install the Daimler corporate typeface at a later date. Please contact the IT administrator responsible for your department or location. The Daimler AG Corporate User Helpdesk (CUHD) can provide assistance in exceptional circumstances.
What is the difference between the design of letter envelopes with an without windows for Daimler AG’s subsidiaries?
Next to the corporate logotype in silver hot foil stamping, a letter envelope with window also features the company’s name and postal address of the subsidiary in the Daimler CS corporate typeface, set in black. If the letter envelope has a window field, it is not necessary to print the company’s name or address. In this case, only the corporate logotype is printed on the front of the envelope. When designing business letters sent in envelopes with windows, care should therefore be taken to use a full address with correct sender identification above the field for the recipient.
Can multiple social media channels be included on business cards?
If multiple social media channels need to be given in certain use cases, the corresponding usernames or handles can be stated on the left-hand inner side of the folding business card. These are next to the QR code, and the indentation from the right margin corresponds to the distance between the left format edge and the QR code.
Which paper qualities are used to produce business stationery?
Standard letterheads are printed on Inapa Tecno Premium, 80 gsm. The follow-up sheet of a standard letter is unprinted but of the same paper quality. Business cards are produced using Conqueror CX 22 diamond white, 320 gsm. Compliments slips use Conqueror CX 22 diamond white, 250 gsm.
Which paper qualities are used to produce brochures?
A white, wood-free photo paper made of chlorine-free bleached pulp, matt-coated on both sides, should be used as the standard paper for the production of brochures. Alternatively, natural or recycled paper can be used. For brochures of up to eight pages, the same grammage (170 gsm) can be used for both content and cover. For more than eight pages, we recommend a paper quality of 250 gsm for the cover and 150 gsm for the content. For brochures of more than 24 pages, the cover remains at 250 gsm while the content can be reduced to 135 gsm.
Is it possible to make bilingual business cards with the corporate logotype?
Business cards are always monolingual.
How do I obtain support for contents and functions of the Daimler Brand & Design Navigator?
The “Help” form provides support on how to browse the contents and handle downloads. For example, users can submit questions or comments which may need clarification and send feedback regarding the published content.
Under exceptional circumstances, documents can be sent to corporate.design@daimler.com for checking and approval.
Was does Daimler ePOS stand for?
The Electronic Ordering & Publishing System (ePOS) from Corporate Business Service Management, Media & Data Management (CBS/M) can be accessed at https://portal.e.corpintra.net/go/epos.
Publishing of CD-compliant Printed Matter
ePOS contains templates conforming to the corporate design that can be successively expanded by CBS/M according to requirements. The approval process for orders can be specifically adapted to the requirements of specialist departments. The core element of the solution is the iBrams brand management solution, which ensures consistent adherence to the design specifications for the Daimler and Mercedes-Benz brands.
Daimler employees can gain an initial insight into the Online Printing System and access standard Daimler and Mercedes-Benz brand templates without requiring additional registration. Additional templates can be made available on request (epos@daimler.com).
End-to-end Approach to Production
Since the name change at Daimler in 2007, the company has focused on meeting the need to optimize the printed media production process, by making it more efficient while reducing costs. ePOS ensures compliance with Daimler Corporate Design and Mercedes-Benz Brand Design. The Online Printing System allows synergy effects to be utilized and simplifies coordination and approval processes.
As well as reducing the cost of preparing data for printing, ePOS enables the proper preparation of images and texts. The long-term aim is to expand the system to encompass as many of Daimler AG's brands and business units as possible. ePOS is available to all employees via the Daimler Intranet and can be used at all locations throughout the company.
What are the benefits of registering on the the Daimler Brand & Design Navigator?
Registered users are given full access to all content and functions of the Brand & Design Navigator (in certain cases, an authorization is required). Once registered, users have access to the personalized functions “Download Cart” and “My Watchlist”.
Provided they have activated the relevant option in their user profile or when registering, external users, design users, communication agencies and partners will receive the Brand & Design Navigator Newsletter by e-mail at regular intervals. The registration form is available at the following link
https://designnavigator.daimler.com/registration
How to set a strong password for my user account?
In order to protect your user account, you must select a password that meets the following requirements:
1. Minimum length of eight characters
2. Contains uppercase letters [A-Z]
3. Contains lowercase letters [a-z]
4. Contains at least one number [0-9]
5. Contains at least one special character [!"#$%&'()*+,%;:=?_@<>-]
6. No part of the username is contained in the password
7. No spaces (this also applies to the username)
Use a password that is a random collection of letters, numbers and symbols. Do not share your password with anyone and change it regularly. You can update your password at any time using your user account settings. You are responsible for keeping your password secure. Daimler AG accepts no liability for the consequences of failing to comply with these password rules.
We strongly recommend that you use the security measures available to protect your mobile device or tablet computer against misuse by third parties (e.g. device password, lock screen pattern, etc.).
How can I use the “Download Cart” function correctly?
To enable you to make use of the personalized “Download Cart“ function on the Brand & Design Navigator online portal, you need to register with a username and password by creating your personal user profile. You can set up your profile by clicking on the “Sign Up“ link on any page in the header bar and fully completing the mandatory fields of the form.
Adding Items
You can use the “Download Cart” function to group, download or store for later use any files such as texts, graphics, templates and other data items that you wish to download. Click on the “Add to Download Cart“ link on any page with downloads — you will find this link below the preview image and the file name. After that, all selected items will be transferred automatically to your list.
Removing Items
Mark the checkboxes of the items to be deleted and click on the “Remove selected” option below the preview image. If you wish to delete all files in the list, first click on "Select all" and then on “Remove selected”.
Downloading Items
Mark the checkboxes of the files you wish to download and select the “Download selected" option, which you will find above and underneath the list of items on the right hand side. If you wish to download all the files in the list, click first on “Select all” and then on “Download selected“. All marked files will be stored as a compressed ZIP archive on your computer. The file name of the archive contains the company name (“Daimler”), the abbreviation “BDN”, the word “Downloads” and the current date (e.g. 151102 stands for November 2, 2015) and time (e.g. 1230 for 12:30 pm).
How can I set up the “Add this page to Watchlist” function?
To enable you to use the personalized “Add this page to Watchlist“ function in the Brand & Design Navigator, you need to register with a username and password by creating your personal user profile. You can set up your profile by clicking on the “Sign Up” link on any page in the header bar and fully completing the mandatory fields of the form.
Adding Items
If you wish to add a page to your list, click on the "Add this page to Watchlist" option in the toolbar on the right of the text. The page title will be automatically transferred to your list.
Administering Items
You can edit the Watchlist in your user profile (“My Profile”). The most recently added entry is located at the end of the list. Simply click on the page title to go directly to the relevant page.
Removing Items
You can use the “Remove selected” option to remove pages from the list quickly and conveniently. If you wish to delete all pages in the list, first click on “Select all“ and then on “Remove selected“.
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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