Layout principle

Based on the visual appearance of Daimler Truck, the design of print media and events with the sender of Daimler Buses is based on the overarching layout principle and uniform baseline grid with left-aligned text structure. For all applications, the height of the design area is determined by dividing the format into predefined horizontal units. The rules of the UI/UX design manual apply to digital applications.

Principle of clear design

On advertisements and posters as well as on the back walls of the stage, the layout principle provides for the format height to be subdivided into six units, whereby the top unit (1/6) as a horizontal axis is reserved for the Daimler Buses logotype and is colored white. The following units represent the design area in which texts and illustrations are placed in all media. Texts on photos or color backgrounds are placed in such a way that a predefined internal distance is maintained on all sides in the design area. This serves as an optical text frame. The height of the letter “T” denotes the measured variable for the inner distances.

Division of the format height according to the general layout principle

Dimensioning of the internal distances using the height of the letter “T”

Text structure and baseline grid for typography

Regardless of the format, each printed matter with the sender Daimler Buses is based on a uniform baseline grid. Texts are on the baseline grid with each line. The horizontal lines run across the format at intervals of 2 mm. The text structure for advertisements and posters is always from the left. The spacing for different types of typography is based on the height of the letter “T” in the corporate logotype.

Baseline grid with distances of 2 mm

Distances for text types corresponding to the height of the letter “T”