Corporate Logotype

The corporate logotypeCorporate Logotype
It can be a picture, a word or a combination of words and pictures. Colloquially, it is often ... is based on clear lines and distinctive spacing, which give the word mark a modern shape. Its responsible use in line with the standards defined makes it a powerful symbol that always lives up to its relevance for the company’s imageImage
The publicly perceived image of a company, brand, product or service. Determined primarily by ....

Logotype variants

The main variant is the single-line logotype; it is always used horizontally and centrally in all formats and layoutLayout
The layout provides the designer and requesting party with an impression of how a communication ... areas. As an exception, the two-line variant is only intended for small-format areas (e.g. profile pictures in social media, multi-brand displays with other trademarks in the context of memberships and sponsorships).

[1] Corporate logotype (main variant)
[2] Corporate logotype two-line

Colors and backgrounds
The logotype is generally only shown in black on a white background. In exceptional cases, an inverted variant in white on a black or dark gray background is approved for selected applications (e.g. corporate wear and giveaways). Any change in color of the logotype is not permitted, nor is it ever on colored or photorealistic backgrounds.

Examples of non-permitted use of the logotype

Examples of non-permitted use of the logotype

Minimum space and sizes
The minimum free spaceFree Space
Clearly defined space around a corporate logotype or brand mark in which no other element, e.g. text... around the logotype is at least once the height of the letter “T” on all sides. If this minimum clearance cannot be complied with, the illustration of the sign is not permitted. The optimal clearance is three times the height of the letter “T”. The size of the logotype must not be less than 59 mm (print applications) or 200 px (digital media).

Minimum distance and optimum free space on all sides

Corporate logotype with sublines

For selected segments and organizational units, there are official logotype variants with an additional subline. These sublines may not be changed or expanded with additions such as names of regions or countries. The creation of additional logotype variants always requires prior written approval from the Corporate Design specialist function in the Global Communications & External Affairs (T/C) unit.

Official variant of the corporate logotype for the North America segment

Official variant of the corporate logotype for the Asia segment

Official variant of the corporate logotype for the Daimler Buses segment

Official variant of the corporate logotype for the Financial Services segment

No replication, alteration or destruction
Only original graphics of the logotype, including the official variants with a subline, may be used. Any imitation or replication of the logotype from the corporate font or any other font is not permitted, nor may the logotype be distorted or modified in any other way. The logotype shall not be used on objects that are intended to be destroyed (e.g. cutting ribbons at openings, cutting cakes at celebrations, etc.).

Examples of non-permitted reproductions of the logotype with the corporate typeface

Permissible uses
The corporate logotype may only be used insofar as this is specified in the Corporate Design Guidelines. Its use by third parties (e.g. suppliers, sales partners) always requires approval by the specialist functions Legal or Communications on the group level or in the segments.

Use of the company name

In continuous text, the name “Daimler Truck” is not reproduced as a corporate logotype, but in the respective font of the context in a mixed manner (upper and lower case). 

Impermissible highlighting and abbreviations
The use of capital letters and other selective highlighting of the company name as well as abbreviations of Daimler Truck and Daimler Truck activities as “DT...” are not permitted. This generally applies to any designations and combinations of terms including “Daimler Truck” or “Daimler”.

Non-permitted abbreviation of the company name

Group notice (endorsement)
Companies in which Daimler Truck is a majority shareholder and which do not bear Daimler Truck in their name can use the endorsementEndorsement
The use of an corporate brand in order to endorse a sub-brand. The degree of endorsement varies from... “A Daimler Truck company” (or the corresponding note in the national language).