Interim-Guideline

BrandElements

Jul20,07

Introduction2

Ourbranddesignhasevolvedoverthecourseofourbrand’scontinuousdevelopment.

Theresultisself-confidentandstriking—andeffectivelyreflectsourbrandpositioningandhistory.“Thestaralwaysshinesfromabove”isourguidingprinciplewhichdescribesouraimsforourdesignaswellasthebrand.ThestarstandsforMercedes-Benz.

Itshowsustheway.Thisiswhythestarisalwaysatthetopinournewbranddesign.

Thisinterimguidelinepresentsthecharacteristicdesignattributesofournewbrand

designalongwithafewapplicationexamples.MinorchangesoradditionsmaybemadetothedocumentpriortothepublicationoftheofficialBDS“BrandElements”guidelinein

November2007.

Contents3

1DesignprinciplesPage4

Page7

2Brandmark

3ColoursPage19

4TypographyPage23

5GridPage28

6LayoutsystemPage33

7ImageryPage37

8ApplicationsPage43

Brandelements

Designprinciples

1Designprinciples5

Thestaralwaysshinesfromabove.

Theguidingprincipleofournewbranddesign.

Thebrandmarkisthefocalpointofournewbranddesign.

1.

Thestaralwaysshinesfromabove.

2.

The2Dstarisusedforreproductions.

The3Dstarisusedforphysicalapplications.

1

3

3.

Theproportionsofthestarandwordmarkarealways1to3.

1Designprinciples6

Loremipsumdolores.

4.

Thestariscentredabovethewordmark.

5.

Thestarandwordmarkcanbepositionedavariabledistancefromeachotherinthesamearea,eitheronanimageoranArrowsilverbackground.

6.

Thestoryisalwaystoldbetweenthestarandwordmark.

7.

Thesquaregriddeterminesthepositionofeachindividualdesignelement.

8.

Arrowsilveristheprimarycolourusedincommunication.

9.

MidnightblueistheprimarycolourusedatthePointofSale.

Headlines

BodycopyFunctional

10.

CorporateAisourprimarytypeface.

CorporateSisreservedformorefunctionalpurposes.

Brandelements

Brandmark

2Brandmark8

The2Dbrandmarkisusedinourcommunication.Thestandardproportionsdefinedforall3Dapplicationsprovidethebasisforthisbrandmark.

The3-Dbrandmarkisusedforphysicalapplications.Itsconstructionisbasedonstandardproportions.Thisensuresthattheproportionsofthestarareaccurateforeveryapplicationsize.

2Brandmark–useonbrandcolours*9

WhitebrandmarkonArrowsilverbackground(Pantone877)

WhitebrandmarkonArrowsilverbackground(CMYKgradient)

WhitebrandmarkonMidnightbluebackground(Pantone282orRAL)

ThewhitebrandmarkisprimarilyplacedonasolidArrowsilverbackgroundinourcommunication.IfitisnotpossibletoprintinPantone,acolourgradientshouldbecreatedinArrowsilver.

ThewhitebrandmarkisfeaturedonaMidnightbluebackgroundatthePointofSale.

*Theexamplesshownhereapplytoboththestarandwordmark.

2Brandmark–featuredonimage*10

*Theexamplesshownhereapplytoboththestarandwordmark.

Whitebrandmarkondark-colouredimage

Whitebrandmarkonlight-colouredimage

Thewhitebrandmarkmayalsobefeaturedonanimagebackgroundinourcommunication.Itisimportanttoselectasectionoftheimagewhichisnotclutteredandprovidessufficientcontrastwiththebrandmark(atleast35%).

2Brandmark–useonwhite*11

Arrowsilver(Pantone877)brandmarkonwhitebackground

Blackbrandmarkonawhitebackground(one-colourprintmedia,e.g.fax)

ThebrandmarkmayappearinArrowsilverorblackonawhitebackgroundforourbusinessstationeryandforms.

2Brandmark-permittedcombinationsofthestarandwordmark12

1

3

Flexible

3

1

3

0.5

1

0.6

0.5

Centredbrandmark,flexiblespacing

Aminimumof3stardiametersmustbemaintainedbetweenthestarandwordmark.Thisversionisusedincommunication,e.g.inadvertisements,posters

andbrochures.

Centredbrandmark,fixedspacing

Thewordmarkispositioned0.5stardiametersbelowthestar.Thisversionisusedinspecificmediaand

formatsintheareasofsponsoringandmerchandising.

Asymmetricalbrandmark,fixedspacing

Thewordmarkispositioned0.5stardiameterstotherightofthestar.Thisversionisusedinspecificmediaandformatsintheareasofsponsoring,merchandisingandsignage.

Theproportionsofthecentredbrandmarkarealways1to3.

Thestarandwordmarkmaynotbedisplayedinanyothercombinationsthanshownhere.

2Brandmark-placementandmandatorybufferzone(centredbrandmark,flexiblespacing)13

Thestarispositioned0.5stardiametersfromthetopand

2.5stardiametersfromtherightformatedge.Amandatorybufferzoneofatleast1stardiameterismaintainedbetweenthestarandallotherlayoutelements.

1

2

Thewordmarkispositioned0.5stardiametersfromthebottomand1.5stardiametersfromtherightformatedge.Amandatorybufferzoneofatleast1stardiameteris

maintainedbetweenthestarandallotherlayoutelements.

1

2

ApplicationexamplebasedonA4portraitformatStardiameter:20mm

2Brandmark–placementandmandatorybufferzone(centredbrandmark,flexiblespacing)14

1

Iftheformatis7stardiametersorlessinwidth,

thebrandmarkiscentred.Thedistancetotheupperandlowerformatedgesis0.5stardiameters.

Amandatorybufferzoneofatleast1stardiameterismaintainedbetweenthebrandmarkandallotherlayoutelements.

2

1

2

ApplicationexamplebasedonDLformatStardiameter:15mm

2Brandmark–placementandmandatorybufferzone(centredbrandmark,fixedspacing)15

Ifthisamountofavailablespacecannotbeguaranteedforspecificmediaorformats,aminimumdistanceof0.25stardiametersmustseparatethebrandmarkelementsfromanyothergraphicelementsandtherespectiveformatedges.

Amandatorybufferzoneofatleast1stardiameterismaintainedbetweenthebrandmarkandallotherlayoutelementsortheformatedges.

Applicationexamplesbasedonasponsoringbackdrop

2Brandmark–placementandmandatorybufferzone(asymmetricalbrandmark,fixedspacing)16

Amandatorybufferzoneofatleast1stardiameterismaintainedbetweenthebrandmarkandallotherlayoutelementsortheformatedges.

Ifthisamountofavailablespacecannotbeguaranteedforspecificmediaorformats,aminimumdistanceof0.25stardiametersmustseparatethebrandmarkelementsfromanyothergraphicelementsandtherespectiveformatedges.

Applicationexamplesbasedonbanner

2Brandmark-sizesforvariousformats17

A6:10mm

A5:15mm

A4:20mm

A3:30mm

A2:40mm

A1:55mm

A0:80mm

Format

A6

A5

A4

A3

A2

A1

A0

Star(diameter)

10mm

15mm

20mm

30mm

40mm

55mm

80mm

Wordmark(width)

30mm

45mm

60mm

90mm

120mm

165mm

240mm

2Brandmark–consistentsizeandplacementonsimilarformats18

1

2

A4portraitformat

A4landscapeformat

3

4

5

2

3

5

4

1

“Focus”magazineformat215x267.5mm

“Spiegel”magazineformat210x280mm

“Stern”magazineformat215x290mm

SpecificsizesofthestarhavebeendefinedforDINformats.Ifanon-DINformatisused,selectthestarsizedefinedforthenextclosestformat

(providedthesizedifferencebetweenformatsiswithin10%).

Brandelements

Colours

3Colours–primarybrandcolourArrowsilver20

Arrowsilver–Pantone877

Arrowsilver–Lighttodarkgreywitha30°gradientangleinCMYK

CMYK50015|K00016|RGB185188193

CMYK50050|K00051|RGB828697

TheprimarycolourArrowsilverisgenerallyusedasasolidcolour(Pantone877)inourprintmedia.IfitisnotpossibletoprintinPantone,acolourgradientiscreatedinCMYKinstead.Arrowsilvercanalsobeusedforthebrandmark(forms,businessmaterials)aswellas

typography.

3Colours–primarybrandcolourMidnightblue21

Midnightblue–Pantone282|CMYK10065080|RGB153177

TheprimarybrandcolourMidnightblueisusedatthePointofSale.Itisgenerallynotusedingradients.

3Colours–secondarybrandcolours22

Black–CMYK000100|RGB000

ClaritasestetiamProcessusdynamicusquiSequiturmutationemconsuetudiumLectorummirumestNotarequamlittera.

White–CMYK0000|RGB255255255

ClaritasestetiamProcessusdynamicusquiSequiturmutationemconsuetudiumLectorummirumestNotarequamlittera.

Whiteisthepreferredcolourforuseinthebrandmark.Thebrandmarkmayonlyappearinblackinone-colourapplications.Thecoloursblackandwhitemayalsobeusedfortypography.Whenselectingthecolourforthebrandmarkortypography,itisessentialtoensurethatitcreatesasufficientcontrastwithitsbackground,

atleast35%.Blackisnotusedasabackgroundcolour.*

*Exception:blackisusedforbackgroundareasfortheAMGandSLRsub-brands.Forexactcolourspecifications,seetheAMGorSLRguidelines.

Brandelements

Typography

4Typography–CorporateA24

CorporateACondensed

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

e.g.headlines,subheadlines

CorporateALight

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

e.g.bodycopyforspecialcases

CorporateARegular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

e.g.bodycopy

CorporateADemi

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

e.g.highlighting,emphasis

CorporateAisourprimarytypefaceandacharacteristic,familiarelementofthe

Mercedes-Benzvisualidentity.Itisavailableinarangeofdifferenttypestylesshownherewhicharemandatoryforuseinourcommunication.Othertypestylesarealsopossible,includingitalicsforquotations,forexample.

4Typography–CorporateS25

CorporateSLight

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

e.g.introductorytexts(literature)

CorporateSRegular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

e.g.pagenumbers,tableinfo(literature)

CorporateSDemi

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

e.g.sidenotes(literature),firstlineoftext,URL(advertisements)

CorporateSisoursecondarytypeface.Itisusedformorefunctionalpurposes.

TheCorporateStypestylesshownherearemandatoryforuseinourcommunication.Othertypestylesarealsopossible,includingitalicsforfootnotes,forexample.

4Typography-baselinegrid5mm26

Headline(25pt/10mm)

Loremipsumdolorsitduisautemveleumiriuredolorhendrerit.

Headline(37.5pt/15mm)

Loremipsumdolorsitduisautemveleumiriuredolorhendrerit.

Headline(50pt/20mm)

Loremipsumdolorsitduisautemveleumiriuredolorhendrerit.

4Typography–baselinegrid5mm27

LoremipsumDolorsitDuisAutemVeleumiriuredolorHendrerit.

Headline:CorporateACondensedRegular|25pt|LS10mm|TR0

LoremipsumdolorsitametconsetetursadipscingelitseddiamnonumyeirmodastemporinviduntutlaboreetdoloreMagnaalquamLoremipsumeratseddiamsolvolupasvolturem.Atveroeosetaccusametjustodoloresetearebum.

Introductorytext:CorporateSLight|12.5pt|LS6mm|TR0

Taboreetidomagnaaliquyamerat,seddiamvoluptua.Atveroeosetaccusametjustoduodoloresetearebum.Stetclitakasdgubergren,seatakimatarsan

ctusestLoremipsumdolorsitamet.LoremipsumdolorsiteadametConsetetursadiscingelitar.LoremipsumdolorsitametseddiamisaiNonumyeirmod

TemporinviduntutlaboredolorMagnaisAliquyamerat,etiamdiamvoluptua.Atveroeosaccusamdeusjustoduodoloresettiearebum.Stetconskasdase

Gubergren,noseatakimataSanctusestaerLoremipsumdolorAmetconsetetursadiscigeselitar.LoremipsumDolorsitametDiamnonumyeirmodTempor

InviduntisutLaboredoloreMagnaaliquyamerat,sedDiamvoluptua.AtveroeosAccusamwetJustoduodoloreseteaRebumStetclitaetGubergren,non

seaTakimatasanctus.Loremipsumdolorsitamet.ClaritasestetiamprocessusDynamicusclaritas.

Subheadline:CorporateSDemi|10pt|LS5mm|TR0

Bodycopy:CorporateARegular|10pt|LS5mm|TR0

Duisautemveleumiriuredolorinhendreritin

vulputatevelitessemolestieconsequat,velillumdolorefeugiateumnullafacilisisatveroeros

etaccumsanetiustoodiodignissimquiblanditpraesentluptatumildelenitaugueduisdoloretefeugaitnullafacilisi.

Sidenote:CorporateSDemi|7.5pt|LS4mm|TR0

LoremipsumDolorsitDuisAutem

VeleumiriuredolorHendrerit.

Headline:CorporateACondensedRegular|25pt|LS10mm|TR0

Loremipsumdolorsitametconsetetursadipscingelitseddiamnonumyeirmodastempor

Lorem.

inviduntutlaboreetdoloreMagnaalquamipsumeratseddiamsolvolupasvolturem

Atveroeosetaccusametjustodoloresetearebum.

Introductorytext:CorporateSLight|12.5pt|LS6mm|TR0

Taboreetidomagnaaliquyamerat,seddiamvoluptua.AtveroeosetaccusamDuisautemveleumiriuredolorinhendreritin

etjustoduodoloresetearebum.Stetclitakasdgubergren,seatakimatarsanvulputatevelitessemolestieconsequat,velillum

ctusestLoremipsumdolorsitamet.LoremipsumdolorsiteadametConseteturdolorefeugiateumnullafacilisisatveroeros

etaccumsanetiustoodiodignissimquiblandit

sadiscingelitar.LoremipsumdolorsitametseddiamisaiNonumyeirmod

TemporinviduntutlaboredolorMagnaisAliquyamerat,etiamdiamvoluptua.

praesentluptatumildelenitaugueduisdoloretefeugaitnullafacilisi.

Atveroeosaccusamdeusjustoduodoloresettiearebum.Stetconskasdase

Gubergren,noseatakimataSanctusestaerLoremipsumdolorAmetconseteturSidenote:CorporateSDemi|7.5pt|LS4mm|TR0

sadiscigeselitar.LoremipsumDolorsitametDiamnonumyeirmodTempor

InviduntisutLaboredoloreMagnaaliquyamerat,sedDiamvoluptua.Atvero

eosAccusamwetJustoduodoloreseteaRebumStetclitaetGubergren,non

seaTakimatasanctus.Loremipsumdolorsitamet.Claritasestetiamprocessus

Dynamicusclaritas.

Subheadline:CorporateSDemi|10pt|LS5mm|TR0

Bodycopy:CorporateARegular|10pt|LS5mm|TR0

Brandelements

Grid

5Grid-squaregridunits29

→

→

Thesquaregridusedforourlayoutswasderivedfromthegeometric

proportionsofthestar.ItprovidestheflexibilitynecessarytocreateuniquedesignswhicheffectivelyreflecttheMercedes-Benzbrandidentity.

5Grid-applicationsonvariousformats30

A1

A2

A3

A4

A5

A6

A0

A6(andsmaller)

Gridunit=2.5mm(e.g.postcards,smalladvertisements)

A5-A3

Gridunit=5mm

(e.g.literature,advertisements)

A2-A10

Gridunit=10mm

(e.g.posters,backlitposters,billboards)

5Grid-formatapplicationexamples31

A3portraitformatA4portraitformat

Gridunit=5mmGridunit=5mm

A5portraitformatDLportraitformatA6portraitformat

Gridunit=5mmGridunit=5mmGridunit=2.5mm

5Grid-formatapplicationexamples32

A3landscapeformatGridunit=5mm

A4landscapeformatGridunit=5mm

A5landscapeformatGridunit=5mm

DLlandscapeformatGridunit=5mm

A6landscapeformatGridunit=2.5mm

Brandelements

Layoutsystem

6Layoutsystem–basicrules34

PlacementofbrandmarkThebrandmarkonvariousbackgroundsFlexiblecommunication

FiveKlingonsranaway.

Theirascibleorificetowed.

FiveKlingonsranawayquickly.FiveranawayKlingonsearlyaway.Fiveorificescleverboughteradwarvesyetfiveelefanantsranawayquick-ly.Macintoshesauctionedofonechrysanthemutwopurplekissesotherumpteendogs,becausethetrailerlaughed.

ButonetelephonedthemaJabberwockiesattheirputridpoisonslamelyuntanrolesfive.Klingonsranaway.Becausethemthattrailerlaughed,but

Fiveorificescleverlybountdwarves.Neiveele-phantseveryawayquicklyMacintoshesauctio-nedoffonechrysanthers.

Becausethemtrailerlaughed,butontelephonatthemaJabberwockies.Themputridanotherpoisonslamelyuntanglesfive.FiveKlingon

offranaway.Fiveorificescleverlybounteramdwarves,yetfiveelephantsranaway.

/guaredisch

FiveKlingonsranaway

Televisionsperusedbourgeoiscatboughtaardvarks.

Thestarandwordmarkareseparatedfromeachotherinthelayout.Thestarisplacedatthetopandthewordmarkatthebottom

oftheformat.Theproportionsbetweenthetwoarealways1to3.Bothelementsareplacedontheright-handsideoftheformat.

Thestarandwordmarkalwaysappearinthesamearea,whetherTheflexibledesignmakesitpossibletocreatecommunication

onanArrowsilverbackgroundoranimage.whichfocusesoneithertextorimages.

6Layoutsystem–divisionsforportraitformats35

Full-formatimage

Layoutdivision:2to1

Full-formatbrandcolour

Layoutdivision:1to1

Layoutdivision:min.4gridunits

Layoutdivision:1to2

Layoutdivision:2to1

Layoutdivision:1to1

Layoutdivision:1to2

Theoptionsfordividingupthelayoutshownherearerecommendations.Otherpossiblelayoutdivisionsaredefinedintherespectivemedia-specificguidelines.

6Layoutsystem–divisionsforlandscapeformats36

layoutdivisionsaredefinedintherespectivemedia-specificguidelines.

Full-formatimage

Layoutdivision:2to1

Layoutdivision:2to1

Full-formatbrandcolour

Layoutdivision:1to1

Layoutdivision:1to1

Layoutdivision:min.4gridunits

Layoutdivision:1to2

Layoutdivision:1to2

Layoutdivision:2to1

Layoutdivision:2to1

Layoutdivision:1to1

Layoutdivision:1to1

Layoutdivision:1to2

Layoutdivision:1to2

Theoptionsfordividingupthelayoutshownherearerecommendations.Otherpossible

2Markenzeichen37

Brandelements

Imagery

7Imagery38

ImageryplaysamajorroleinshapinghowtheMercedes-Benzbrandcommunicates.Thephoto-graphsweuseeffectivelyreflectthepersonalityandhistoryofourbrand.Theuseofconsistentimagerythroughoutourapplicationsenhancesthestrengthandreputationofourbrand.

Thewidevarietyofdesigns,fieldsandsubjectsrequiresacommonunderstandingoftheimagethemesweuse.Onlyinthiswayisitpossibletoensurethatourpremiumbrandhasaconsistentvisualidentityatalltimesandinallapplicationsaroundtheworld.

Thephotosneedtorepresenttheoutstandingfeaturesofourbrand.Theyfeatureanumberofdifferentsubjects,suchasvehicles,people,architecture,landscapeandtechnology.Dependingonthetargetgroupofeachapplication,distinctivelocalcharacteristicscanbeincorporatedintotheimages