The content of the “Daimler Brand & Design Navigator” online portal applies to activities of subsidiaries with Daimler as part of their company name (according to Corporate Design Guideline A 33.1). For more information on the CI/CD set of rules for Daimler Truck AG, please visit the “Daimler Truck Design Navigator” online portal.
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 name-bearing subsidiaries appear together with other companies or organizations, or even in connection with own brands and services.
Color BackgroundThe 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 name of the name-bearing subsidiary are always used 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 color system of the name-bearing subsidiaries includes the color of the Daimler 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 name-bearing subsidiaries Daimler CS is primarily used for copy text while Daimler CA is used for quotations only. 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 Corporate Design of subsidiaries with Daimler as part in their company name — from the basic elements to their use as well as practical examples and provides also a download of suitable layout templates.
As of February 1, 2022 Daimler AG was renamed Mercedes-Benz Group AG and is one of the world’s most successful automotive companies. With Mercedes-Benz AG, the Group is one of the leading global suppliers of premium and luxury cars and vans. Mercedes-Benz Mobility AG offers financing, leasing, car subscription and car rental, fleet management, digital services for charging and payment, insurance brokerage, as well as innovative mobility services.
Daimler Brand & Design Navigator
70372 Stuttgart, Germany
Phone +49 7 11 17-0
Represented by the Board of Management: Ola Källenius (Chairman), Jörg Burzer, Renata Jungo Brüngger, Sabine Kohleisen, Markus Schäfer, Britta Seeger, Hubertus Troska, Harald Wilhelm
Chairman of the Supervisory Board: Bernd Pischetsrieder
Court of Registry: Stuttgart, Commercial Register No.: 762873
VAT Registration Number: DE321281763