Version 1.0
Daimler Truck and Bus Brand Guidelines
Contents Brand Snapshot Tone of Voice
03 04
Corporate Logotype Logotype Violations Clear Zones Multiple Brand Lockups Colour Palette Typography Imagery Best Practice
06 07 08 09 10 11 12 14
Daimler Truck and Bus Brand Guidelines
2
Brand Snapshot
ENSURE THESE LOGOS ARE ALWAYS SEPARATED
RETAIL
CORPORATE
Daimler
Daimler Truck and Bus Brand Guidelines
The corporate logotype is used when Daimler is representing to a fleet customer or dealing directly with Daimler Corporate, not a dealer. Examples of use include training documents, presentations to dealers, multiple branded events (e.g. truck shows) and corporate stationery. The Daimler logotype should never appear on dealer customer facing communications. For consistency purposes, ensure ‘Daimler Truck and Bus’ is written with an ‘and’ rather than an ‘&’ in all instances.
Daimler Trucks The Daimler Trucks Logo must be used on all national Daimler Truck and Bus dealership communications. This is the customer facing logo. Never use the corporate Daimler logotype on customer facing communications.
3
Tone of Voice Our brand tone of voice should project, protect and amplify our brand positioning with every piece of communication. It needs to be true to the brand and have relevance for our different audience segments.
Confident
Concise
Professional
Global, with local relevance
Why: • Daimler is a globally respected brand with the best brands, people and resources in the market. • Speaking with confidence inspires belief.
Why: • Using fewer words cleverly creates intrigue and draws in the reader. • Our reputation precedes us. There’s no need to over explain who we are, what we stand for.
Why: • We are part of a proud global brand, but must have relevance for our local market to succeed.
How: • Be bold. Grab the reader’s attention with thought provoking words and statements. • Avoid exclamation marks. Use words with impact instead. • While our tone is confident, ensure it is never arrogant.
How: • Less is more, use few words. Avoid long sentences. • When writing copy, review to identify superfluous words that can be removed without losing grammatical correctness.
Why: • As part of a globally respected organisation, we hold ourselves to the highest standards of professionalism. • We respect all players in the industry - our customers, our dealers, our competitors, our suppliers.
Daimler Truck and Bus Brand Guidelines
How: • Use positive language. Avoid negative language, particularly anything disrespectful to our competitors. • Be inclusive. Avoid negative stereotypes and language that could be deemed offensive by any person. • Avoid ‘blokey’ language and slang.
How: • Ensure language and spelling is relevant to the local audience in Australia and NZ, while still being appropriate for our global brand. • Avoid local slang that will not make sense to someone from outside Australia or NZ.
4
Corporate
Daimler Truck and Bus Brand Guidelines
5
Corporate
Logotype Apart from the few defined exceptions, the Daimler corporate logotype shall always be used on the brushed silver surface, with a similar appearance to a brushed, stainless steel surface [Ref 1]. In exceptional cases the corporate logotype may be used in black on white or as a negative image in white on dark backgrounds [Ref 2] or over image backgrounds [Ref 3]. The corporate logotype is used when Daimler is representing to a fleet customer or dealing directly with Daimler Corporate, not a dealer. Examples of use include training documents, presentations to dealers, multiple branded events (e.g. truck shows) and corporate stationery.
1
2
3
4C LOGOTYPE
BLACK & WHITE LOGOTYPES
BACKGROUND IMAGE LOGOTYPE
The 4C version of the corporate logotype, intended for use in conjunction with the brushed surface, shall not be used on its own.
On a white background the corporate logotype shall be black. On dark backgrounds the corporate logotype appears as a negative image in white.
When using the corporate logotype over an image, position it over a dark area with minimal contrast.
Daimler Truck and Bus Brand Guidelines
6
Corporate
Logotype Violations To ensure brand integrity, it is important the logo is used in a consistent manner across all media. Do not alter the appearance of Daimler logos other than as mentioned in this guide.
DO NOT WARP
DO NOT ROTATE
DO NOT COLOURISE
DO NOT ADD EFFECTS
DO NOT CONTAIN
DO NOT USE OVER BUSY IMAGES
Daimler Truck and Bus Brand Guidelines
7
Corporate
Clear Zones There should always be a clear area (shown here as ‘D’) around Daimler logotypes. The clear area measurement is the height of the ‘D’ in the word ‘DAIMLER’ at whatever size the logo is used. This area should remain clear of any copy or graphic elements.
Daimler Truck and Bus Brand Guidelines
8
Corporate
Multiple Brand Lockups When using the Daimler corporate logotype in conjunction with multiple brand logos, ensure they are never positioned together and there is a level of difference. See pages 14-19. They can appear on both white or black backgrounds. Only split the brand logos up if the brand has a feature page solely dedicated to the brand.
WHITE BACKGROUND
BLACK BACKGROUND
BRAND LOGO SPACING 0.75
Daimler Truck and Bus Brand Guidelines
0.75
9
Corporate
Colour Palette The corporate brand utilises a simple three colour palette along with the brushed silver texture. It is the restriction of colour that keeps the brand simple and minimal. Cyan can be used for highlights. The Daimler silver can be used on premium printing material.
80%
60% BRUSHED SILVER 40%
20%
BLACK
SHADES OF BLACK
C50 M50 Y50 K100 R0 G0 B0 Hex #000000
Daimler Truck and Bus Brand Guidelines
WHITE
CYAN
DAIMLER SILVER
C0 M0 Y0 K0 R255 G255 B255 Hex #FFFFFF
C100 M0 Y0 K0 R0 G174 B239 Hex #00AEEF
PMS 877C
10