Advertisements and posters

In advertisements and on posters, the sender is clearly marked with the Daimler Buses corporate logotype. Brand marks of products or services are not used at the higher level of the visual identity of Daimler Buses to avoid visual mixing or dilution of brand identities. Advertisements and posters of the product and service brands within Daimler Buses are implemented in accordance with the respective brand-specific set of rules.

Structure

The layout area of advertisements and posters is divided into an image and text section. The background is always colored white and the Daimler Buses logotype is horizontally and vertically centered in the upper 1/6 header section. The size of the Daimler Buses corporate logotype is proportional to the format of the advertisement or poster.

In the content area below the header section, a meaningful photo motif or a thematically and visually harmonious combination of several images (multipicture) can be placed. The height of the image depends on the format size and amount of text. A photo motif that fills out the entire design area can also be used. The heading and text are then aligned on the image with sufficient free space from the format edges.

In exceptional cases, for special topics requiring explanation, the illustration can be omitted in favor of a longer title or a larger text scope and the background in the content area can be completely covered with the color Light Grey.

Dimensions with information on the minimum distances to be observed for portrait and landscape formats

Advertisements and posters with image and multi-column text structure

Image ads with image/text layout and text-only implementation

Text or information poster with background in Light Grey

Typography

Two or a maximum of three font sizes can be used for the text structure in advertisements and on posters per photo motif, whereby the main message is always highlighted with the largest font size. Headings are set without punctuation; this also applies to complete sentences. The text is always structured from top to bottom and is left-aligned with the layout grid of the layout area. The text color is always black, additional text in the image area, such as captions are used in either black or white, depending on the contrast to the background.

[1] Headline
[2] Body text
[3] Sender
[4] Caption
[5] QR code

Additional content

Should additional sender information be included in the advertisement or on the poster, e.g. addresses of websites or similar are reproduced, these are highlighted in bold in the corporate typeface Daimler CS. They can be integrated into the running text or created as a final line. QR codes and project or campaign key visuals can be used optionally and should be positioned at the bottom right of the layout area. Free-standing campaign logos are placed on a rectangular background in Light Grey and QR codes can be placed on a white, frameless surface.

Posters with headline and continuous text on a “calm” section of the image area

Posters with headline and text as well as images of different heights

Notes on design templates

For the design and production of advertisements, editable templates for the Adobe InDesign DTP program are available for download in portrait and landscape formats, which consist of several pages and offer a wide range of layout variants. Since daily newspapers, magazines and similar print media use advertising space that differs from this, the format sizes of all templates provided is only intended as reference and must be adapted on a case-by-case basis. The advertisement sizes marked with “magazine” are based on the DIN A5 and DIN A4 formats, while the formats marked with “daily newspaper” refer to the DIN A3 or DIN A2 format.

[1] Magazine 1/2 page landscape
[2] Magazine 1/1 page
[3] Magazine 2/1 page
[4] Magazine 1/2 page

[1] Daily newspaper 1/2 page landscape
[2] Daily newspaper 1/1 page
[3] Daily newspaper 2/1 page

These rules apply correspondingly to the available templates for the implementation of printed posters in portrait and landscape formats DIN A3 to DIN A0.