Download Mercedes Brand Guideline PDF

TitleMercedes Brand Guideline
File Size2.8 MB
Total Pages48
Document Text Contents
Page 1

Interim-Guideline

Brand Elements
Jul 20, 07

Page 2

Introduction 2

Our brand design has evolved over the course of our brand�s continuous development.
The result is self-confident and striking � and effectively reflects our brand positioning
and history. �The star always shines from above� is our guiding principle which describes
our aims for our design as well as the brand. The star stands for Mercedes-Benz.
It shows us the way. This is why the star is always at the top in our new brand design.

This interim guideline presents the characteristic design attributes of our new brand
design along with a few application examples. Minor changes or additions may be made to
the document prior to the publication of the official BDS �Brand Elements� guideline in
November 2007.

Page 24

4 Typography – Corporate A 24

Corporate A Condensed
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Corporate A Light
abcdefghijk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Corporate A Regular
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Corporate A Demi
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

e.g. headlines, subheadlines

e.g. body copy for special cases

e.g. body copy

e.g. highlighting, emphasis

Corporate A is our primary typeface and a characteristic, familiar element of the
Mercedes-Benz visual identity. It is available in a range of different typestyles shown
here which are mandatory for use in our communication. Other typestyles are also
possible, including italics for quotations, for example.

Page 25

4 Typography – Corporate S 25

Corporate S Light
abcdefgh ijk lmnopqrstuvwxyzABCDEFGHI JKLMNOPQRSTUVWXYZ0123456789

Corporate S Regular
abcdefgh ijk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Corporate S Demi
abcdefghi jk lmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

e.g. introductory texts (literature)

e.g. page numbers, table info (literature)

e.g. side notes (literature), first line of text, URL (advertisements)

Corporate S is our secondary typeface. It is used for more functional purposes.
The Corporate S typestyles shown here are mandatory for use in our communication.
Other typestyles are also possible, including italics for footnotes, for example.

Page 47

8 Applications � dealer advertisements 47

Page 48

8 Applications � CD-ROMs 48

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