Daimler Brand & Design Navigator

Corporate Design Glossary

Cap Height
Height 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 Booklet
Insert for CD packaging. Mainly for transparent packaging (jewel cases).
CD Inlay
Insert for the reverse side of CD packaging that is perforated on both sides for reverse labeling.
CD Label
Sticker or printing on a CD.
CD Packaging
Packaging made out of plastic or cardboard for protecting the CD.
CMYK
The 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 Background
The 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 Calibration
For 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 Correction
Techniques for enhancing the color display of images and typography and removing color faults from printed pictures.
Color Depth
Describes 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 Hue
Unique feature of a color created by varying wavelengths of light.
Color System
This 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 Brand
The entirety of all cultural and physical properties of an organization including its philosophy.
Corporate Colors
The 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 Language
The way in which companies communicate in a uniform manner in the spoken and written word.
Corporate Logotype
It can be a picture, a word or a combination of words and pictures. Colloquially, it is often referred to as “logo.”
Corporate Logotype Color
Silver.
Corporate Typeface
The 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.

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About Daimler Brand
& Design Navigator