In seiner tagesaktuellen Fassung stellen die Inhalte des Online-Portals „Daimler Brand & Design Navigator“ die Regeln des Corporate Design von Daimler dar, die für alle Daimler namenstragenden Gesellschaften bindend sind: Gesellschaftsrichtlinie D 1715.0 in der Einheitliche Regelungsdatenbank (ERD) im Mitarbeiter-Portal (nur intern abrufbar).
The new FOR smart font applies for every product campaign or graphic material and all documents starting from 1st of September 2015. Please make sure you are using the latest version of the templates provided for download.
This manual presents the status quo of the smart symbol language and provides the basis for the creation of further symbols. All the standards stipulated are binding, in order to ensure a consistent smart symbol language.
A symbol is an icon which communicates an item of information in a simplified manner. New symbols first have to be learnt, in order to subsequently be understood without an explanatory note. It is thus expedient to adopt existing, learned symbolism and to translate this into the specific design idiom of the smart brand.
Look & feel.
The smart symbol language is linear, clear, bold and simple. Its style is derived from the bold design idiom of the FOR smart font family. In addition to its informative function, it also enriches and promotes the lively, young and multi-faceted overall image of the smart brand.
How it works.
All the icons of the smart symbol language are based on a square. Full use of at least the width or height of the square must always be made when creating a new symbol (see units on right). Ideally, full use should be made of both the height and width of the grid. The structure of a symbol is additionally dependent on its subsequent area of application. Each symbol is first of all generated in Adobe Illustrator, before being finalised for the print and digital areas respectively.
Units & line weights.
The square is horizontally and vertically divided into 36 units. The line weight always corresponds to 2 units. One unit always corresponds to 0.5 mm. Symbols are thus created in the dimensions 18 x 18 mm. The line weight is always 1 mm.
Master template & settings.
A master template is available for creating additional symbols. The Adobe Illustrator template contains all the relevant pre-settings, incl. the necessary grid.
Only vehicle depictions and navigation elements for digital applications deviate from the square structure in terms of their dimensions. However, as no further requirements are to be expected in this area, the master template relates solely to the regular square structure.
Overview of the symbols.
The various file formats for print and digital applications are available for download, including the current general overview.
Analogue & digital.
Each symbol is initially created in the master template in accordance with the previously stated specifications. This results in the analogue version (01). In order to then create the digital version of the symbol, the line weight must be reduced from 1 mm to 0.75 mm (02).
Please note the following:
1. Points are not to be reduced (these are always 2 units in size).
2. Typography is also to be excluded from the reduction process and remains identical in both versions.
3. In individual cases, details of the digital version require to be optimised in order to ensure ideal depiction.
Do’s & don’ts.
In order to ensure a consistent symbol language, here is an overview of the most important do’s & don’ts.
The following rules apply when creating new symbols:
> Use the master template only.
> Use the design idiom and components of existing symbols.
> Symbols are always 100% black. Only distinguishing elements are represented in corresponding colours (e.g. electric green for smart electric drive, red for warnings). Colours are contained in the master file. Final file to be submitted to HQ.
The following rules apply to the application of symbols:
> Symbols are to be used in a purposeful manner. Not as decorative elements or for illustrative purposes.
> Where possible, use pictograms on calm, monochrome backgrounds.
> Do not distort or compress.
> Do not alter the line weight (proportional scaling only).
> No two-dimensional designs, always linear.
> No use of drop shadows, backgrounds or other effects.
Finalisation & submission.
Both versions of the newly created symbol must be finalised. The lines are converted into two-dimensional surfaces with the aid of Pathfinder.
The following data must then be submitted as a complete package to firstname.lastname@example.org for adoption into the smart symbol language:
> Brief description of function/area of application.
> Analogue symbol as pdf file (18 x 18 mm, scalable vector graphic).
> Digital symbol as png file (17.75 x 17.75 cm, resolution 300 dpi).
To keep our symbol library up to date, we would appreciate it if you could forward newly created pictograms to us.
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Das Online-Portal Brand & Design Navigator unterstützt Mitarbeiterinnen und Mitarbeiter sowie externe Dienstleister mit Informationen rund um das Erscheinungsbild des Unternehmens und seiner Marken — von den Basiselementen über ihre praktische Anwendung bis hin zu Gestaltungsvorlagen und Best Practice-Beispielen.
Daimler Brand & Design Navigator
Tel.: +49 711 17 0
Vertreten durch den Vorstand: Dieter Zetsche (Vorsitzender), Martin Daum, Renata Jungo Brüngger, Ola Källenius, Wilfried Porth, Britta Seeger, Hubertus Troska, Bodo Uebber
Vorsitzender des Aufsichtsrats: Manfred Bischoff
Handelsregister beim Amtsgericht Stuttgart, Nr. HRB 19360
Umsatzsteueridentifikationsnummer: DE 81 25 26 315