Daimler Brand & Design Navigator

Corporate Design Glossary

B2B
Abbreviation for Business-to-Business. Business relations between companies or traders.
B2C
Abbreviation for Business-to-Consumer. Business relations between companies and end-users.
B2E
Abbreviation for Business-to-Employee. Marketing strategy geared towards employees.
Baseline
This is the baseline of the majuscules and minuscules.
Baseline Grid
This divides the page using horizontal lines to which the text and image elements are aligned.
Basic Elements
This term is used within Corporate Design to refer to the key basic design elements: corporate logotype or brand mark, color system, corporate typeface, design principles, imagery, etc.
Bitmap
Images stored with the pixels specified. In the simplest case these are black or white pixels; in grayscales each pixel has a gray value, in color images a color value.
Body Copy
Also referred to as running text. The continuous text of a corporate publication or press information.
Body Copy Color
Copy text is always set in Black.
Brand & Design Navigator
The up-to-the-minute content on the “Daimler Brand & Design Navigator” online portal presents the mandatory Corporate Design rules which are binding for all companies bearing Daimler as part of their company name.
Brand Architecture
Our brand architecture governs usage of our corporate logotype, development of our corporate identity, and the strategic relations between corporate logotype and product brands.
Brand Management
The strategic development, management and execution of brands, products and services of a company.
Brand Mark
The visual depiction of a brand in the form of a logo and/or mark designation.
Brand Portfolio
Our portfolio is the collection of all product and service brands within a company.
Branding
Branding refers to using the company’s name and logotype as well as Corporate Design in our overall interior and exterior design. Branding and its consistent implementation in communication is extremely important. Distinctive Corporate Design in all communication media has a positive effect on how subsidiaries with Daimler as part of their company name are recognized and perceived.
Briefing
A term from the advertising industry describing the phase at the start of a project in which fundamental contents, requirements and information are discussed.
Browser
A term for programs with which web pages are called up and displayed (e.g. MS Edge, MS Internet Explorer, Chrome, Safari, Firefox, etc.).
Brushing (Color Background)
The look of the color background is meant to represent the elegance of brushed stainless steel, created in a time-consuming mechanical process. The Daimler logotype and corresponding company name of name-bearing subsidiary are always placed in shining silver on a textured silver background.

About Daimler Brand & Design Navigator

About Daimler Brand
& Design Navigator