Daimler Truck Design Navigator

Corporate Design Glossary

B2B
Abbreviation for Business-to-Business. Business relations between companies or traders.
B2C
Abbreviation for Business-to-Consumer. Business relations between companies and end-users.
B2E
Abbreviation for Business-to-Employee. Marketing strategy geared towards employees.
Baseline
This is the baseline of the majuscules and minuscules.
Baseline Grid
This divides the page using horizontal lines to which the text and image elements are aligned.
Basic Elements
This term is used within Corporate Design to refer to the key basic design elements: corporate logotype or brand mark, color system, corporate typeface, design principles, imagery, graphic style etc.
Bitmap
Images stored with the pixels specified. In the simplest case these are black or white pixels; in grayscales each pixel has a gray value, in color images a color value.
Body Copy
Also referred to as running text. The continuous text of a corporate publication.
Body Copy Color
At Daimler Truck: Black.
Brand Architecture
Our brand architecture governs usage of our corporate logotype, development of our corporate identity, and the strategic relations between corporate logotype and product brands.
Brand Management
The strategic development, management and execution of brands, products and services of a company.
Brand Mark
The visual depiction of a brand in the form of a logo and/or mark designation.
Brand Portfolio
Our portfolio is the collection of all product and service brands within the company. At Daimler Truck, the trucks business includes the brands Freightliner, Western Star, Mercedes-Benz, FUSO, BharatBenz and RIZON, and to the bus business belong the Mercedes-Benz and Setra product brands as well as the OMNIplus and BusStore service brands. In a global network, Daimler Buses develops and produces buses that are marketed under the BharatBenz, FUSO und Thomas Built Buses brands. Tailored financial services are also part of Daimler Truck’s portfolio (as of 06/2023).
Brand Wall
The brand wall displays the most important brands within the Daimler Truck group. The order corresponds to the communication of Daimler Truck’s reporting segments and must not be modified. All brand marks are always depicted in color. Preset templates with Daimler Truck’s brand wall are available for digital applications or title slides in presentations.
Branding
At Daimler Truck, branding refers to using the company’s name and Daimler logotype and Corporate Design in our overall interior and exterior design. Branding and its consistent implementation in communication is essentially important to Daimler Truck. Distinctive Corporate Design in all communications media has a positive effect on how the company is recognized and perceived.
Briefing
A term from the advertising industry describing the phase at the start of a project in which fundamental contents, requirements and information are discussed.
Browser
A term for programs with which web pages are called up and displayed (e.g. MS Edge, Google Chrome, Apple Safari, Mozilla Firefox, etc.).

About Daimler Truck Design Navigator

About Daimler Truck
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