Daimler Brand & Design Navigator

Corporate Design Glossary

Daimler Corporate ASE
The Daimler Corporate ASE trilogy of fonts was created by Prof. Kurt Weidemann and includes three font families – Antiqua (Corporate A), Sans Serif (Corporate S) and Egyptienne (Corporate E). Mercedes-Benz AG possesses a group license and is allowed to supply the fonts free of charge to external third parties (agencies and suppliers), provided the fonts are used exclusively for doing work for Mercedes-Benz AG. The Mercedes-Benz brand has been using its own exclusive typeface called “Mercedes-Benz Corpo” since September 2020.
Depth of Field
The distance in front of and behind an object that remains within the focus.
Design Manual
The collection of various design guidelines. For Daimler name-bearing subsidiaries the design guidelines can be accessed on the “Brand & Design Navigator” as an online portal.
Desktop Publishing (DTP)
DTP involves using computer hardware and software such as Adobe InDesign to create templates and documents representing printed publications like brochures, flyers, magazines, posters, etc.
DIN lang (DL)
Paper format (110 x 220 mm) according to a German industrial norm along the same lines as US small format.
Divisional Logo
Divisional logos are not permitted in either internal or external communication at Daimler name-bearing subsidiaries.
DOCX/DOTX
The file format for documents or document templates created using MS Word.
Dpi
Abbreviation for Dots per Inch. A specification describing the resolution of an image, printer or monitor. The higher the value the more finely drawn the characters and graphics. Monitors often work at 72 dpi, laser printers generally at 600 dpi, and laser imagesetters for creating offset films reach values of 2.450 dpi or even higher.
DTP
Abbreviation for Desktop Publishing. Desktop publishing: DTP refers to the creation of a document by computer with the aid of suitable hardware and software.
Dummy
A model or sample of media under development, showing how the finished application will look.
Duotone, Tritone and Quadtone Images
A two-color process, where the image is printed with carefully tinted combinations of two colors (normally black plus another color), to suggest a tone or mood. Tritones and quadtones are also used, with both spot and process colors. These then comprise so-called grayscale images which are created from a single-tone original and the deployment of two, three or four shades of color.

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About Daimler Brand
& Design Navigator