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.
B2BAbbreviation for Business-to-Business. Business relations between companies or traders.
B2CAbbreviation for Business-to-Consumer. Business relations between companies and end-users.
B2EAbbreviation for Business-to-Employee. Marketing strategy geared towards employees.
BaselineThis is the baseline of the majuscules and minuscules.
Baseline GridThis divides the page using horizontal lines to which the text and image elements are aligned.
Basic ElementsThis 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.
BitmapImages 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 CopyAlso referred to as running text. The continuous text of a corporate publication or press information.
Body Copy ColorCopy text is always set in Black.
Brand & Design NavigatorThe 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 ArchitectureOur brand architecture governs usage of our corporate logotype, development of our corporate identity, and the strategic relations between corporate logotype and product brands.
Brand ManagementThe strategic development, management and execution of brands, products and services of a company.
Brand MarkThe visual depiction of a brand in the form of a logo and/or mark designation.
Brand PortfolioOur portfolio is the collection of all product and service brands within a company.
BrandingBranding 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.
BriefingA term from the advertising industry describing the phase at the start of a project in which fundamental contents, requirements and information are discussed.
BrowserA 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.
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