Cap HeightHeight of the capital letters. During the era of lead typesetting the height of the lead base on which a raised letter was molded defined the size of the type. The versal height is measured on the capital “H” of the respective typeface.
CD BookletInsert for CD packaging. Mainly for transparent packaging (jewel cases).
CD InlayInsert for the reverse side of CD packaging that is perforated on both sides for reverse labeling.
CD LabelSticker or printing on a CD.
CD PackagingPackaging made out of plastic or cardboard for protecting the CD.
CMYKThe abbreviation stands for Cyan, Magenta, Yellow and Black, which form the basis of process-color printing. This is a subtractive color model.
Co-Branding“Co-branding” refers to activities in which Daimler appears together with other companies or organizations, or even in connection with its own brands.
Color BackgroundThe look of Daimler’s color background is meant to represent the elegance of brushed stainless steel, created in a time-consuming mechanical process. The Daimler corporate logotype is always in shining silver on a textured silver background.
Color CalibrationFor the correct reproduction of pictures in the printing process all the equipment used, e.g. color monitor and graphics card, color printer and imagesetters should be aligned to one another so that these numerically defined values for cyan, magenta, yellow and black are displayed concordantly. This alignment is referred to as calibration.
Color CorrectionTechniques for enhancing the color display of images and typography and removing color faults from printed pictures.
Color DepthDescribes the number of colors present in an image. The color depth is specified in bit stages. Images with a high color depth often need significantly more memory than images with low color depth.
Color HueUnique feature of a color created by varying wavelengths of light.
Color SystemThis refers to the controlled interaction of multiple colors. The Daimler color system includes the color of the corporate logotype (Silver), the silver brushing, as well as Petrol, Deep Red, Light Grey, white and black.
Corporate BrandThe entirety of all cultural and physical properties of an organization including its philosophy.
Corporate ColorsThe colors with which a company identifies and presents itself externally and internally.
Corporate Communications (CC)All forms of corporate communication internally and externally.
Corporate Design (CD)Corporate Design (CD) refers to the visual identity of a company that forms part of the Corporate Identity.
Corporate Identity (CI)Is the conscious definition of the identity of a company from its self-perception and the perception others have of it, which describes the company-specific values, objectives and qualities and is transported and imparted with the three main instruments Corporate Design (CD), Corporate Behavior (CB) and Corporate Communications (CC).
Corporate LanguageThe way in which companies communicate in a uniform manner in the spoken and written word.
Corporate LogotypeIt can be a picture, a word or a combination of words and pictures. Colloquially, it is often referred to as “logo.”
Corporate Logotype ColorSilver.
Corporate TypefaceThe font with which a company or a brand identifies and presents itself externally and internally. At Daimler Corporate ASE is used and comprises three different font families: Daimler CA and Daimler CAC (Antiqua), Daimler CS (Grotesque) and Daimler CE (Egyptian). The Daimler corporate brand primarily uses Daimler CS while Daimler CA is used for quotations only. The product brands use other font styles. The Mercedes-Benz corporate/product brand has been using its own typeface called “Mercedes-Benz Corpo” since September 2020.
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.
Daimler Brand & Design Navigator
Phone: +49 711 17 0
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