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Interim-GuidelineBrandElementsJul20,07Mercedes-BenzIntroduction2Ourbranddesignhasevolvedoverthecourseofourbrand’scontinuousdevelopment.Theresultisself-confidentandstriking—andeffectivelyreflectsourbrandpositioningandhistory.“Thestaralwaysshinesfromabove”isourguidingprinciplewhichdescribesouraimsforourdesignaswellasthebrand.ThestarstandsforMercedes-Benz.Itshowsustheway.Thisiswhythestarisalwaysatthetopinournewbranddesign.Thisinterimguidelinepresentsthecharacteristicdesignattributesofournewbranddesignalongwithafewapplicationexamples.MinorchangesoradditionsmaybemadetothedocumentpriortothepublicationoftheofficialBDS“BrandElements”guidelineinNovember2007.Contents1DesignprinciplesPage42BrandmarkPage73ColoursPage194TypographyPage235GridPage286LayoutsystemPage337ImageryPage378ApplicationsPage433BrandelementsDesignprinciples1Designprinciples5Thestaralwaysshinesfromabove.Theguidingprincipleofournewbranddesign.Thebrandmarkisthefocalpointofournewbranddesign.1.2.3.Thestaralwaysshinesfromabove.The2Dstarisusedforreproductions.Theproportionsofthestarandwordmarkarealways1to3.The3Dstarisusedforphysicalapplications.1Designprinciples6?Mercedes-Benz4.Thestariscentredabovethewordmark.?■?5.Thestarandwordmarkcanbepositionedavariabledistancefromeachotherinthesamearea,eitheronanimageoranArrowsilverbackground.?Loremipsumdolores.Mercedes-BenzThestoryisalwaystoldbetweenthestarandwordmark.7.Thesquaregriddeterminesthepositionofeachindividualdesignelement.HeadlinesBodycopyFunctional8.Arrowsilveristheprimarycolourusedincommunication.9.MidnightblueistheprimarycolourusedatthePointofSale.10.CorporateAisourprimarytypeface.CorporateSisreservedformorefunctionalpurposes.BrandelementsBrandmark2Brandmark8The2Dbrandmarkisusedinourcommunication.Thestandardproportionsdefinedforall3Dapplicationsprovidethebasisforthisbrandmark.The3-Dbrandmarkisusedforphysicalapplications.Itsconstructionisbasedonstandardproportions.Thisensuresthattheproportionsofthestarareaccurateforeveryapplicationsize.2Brandmark-useonbrandcolours*9WhitebrandmarkonArrowsilverbackground(Pantone877)WhitebrandmarkonArrowsilverbackground(CMYKgradient)WhitebrandmarkonMidnightbluebackground(Pantone282orRAL)ThewhitebrandmarkisprimarilyplacedonasolidArrowsilverbackgroundinourcommunication.IfitisnotpossibletoprintinPantone,acolourgradientshouldbecreatedinArrowsilver.ThewhitebrandmarkisfeaturedonaMidnightbluebackgroundatthePointofSale.*Theexamplesshownhereapplytoboththestarandwordmark.2Brandmark-featuredonimage*10Whitebrandmarkondark-colouredimageWhitebrandmarkonlight-colouredimageThewhitebrandmarkmayalsobefeaturedonanimagebackgroundinourcommunication.Itisimportanttoselectasectionoftheimagewhichisnotclutteredandprovidessufficientcontrastwiththebrandmark(atleast35%).*Theexamplesshownhereapplytoboththestarandwordmark.2Brandmark-useonwhite*Arrowsilver(Pantone877)brandmarkonwhitebackgroundBlackbrandmarkonawhitebackground(one-colourprintmedia,e.g.fax)ThebrandmarkmayappearinArrowsilverorblackonawhitebackgroundforourbusinessstationeryandforms.*Theexamplesshownhereapplytoboththestarandwordmark.2Brandmark-permittedcombinationsofthestarandwordmark12i0.5Centredbrandmark,flexiblespacingCentredbrandmark,fixedspacingAsymmetricalbrandmark,fixedspacingAminimumof3stardiametersmustbemaintainedbetweenthestarandwordmark.Thisversionisusedincommunication,e.g.inadvertisements,postersandbrochures.Thewordmarkispositioned0.5stardiametersbelowthestar.Thisversionisusedinspecificmediaandformatsintheareasofsponsoringandmerchandising.Thewordmarkispositioned0.5stardiameterstotherightofthestar.Thisversionisusedinspecificmediaandformatsintheareasofsponsoring,merchandisingandsignage.Theproportionsofthecentredbrandmarkarealways1to3.Thestarandwordmarkmaynotbedisplayedinanyothercombinationsthanshownhere.2Brandmark-placementandmandatorybufferzone(centredbrandmark,flexiblespacing)Mercedes-BenzApplicationexamplebasedonA4portraitformatStardiameter:20mm13Thestarispositioned0.5stardiametersfromthetopand2.5stardiametersfromtherightformatedge.Amandatorybufferzoneofatleast1stardiameterismaintainedbetweenthestarandallotherlayoutelements.Thewordmarkispositioned0.5stardiametersfromthebottomand1.5stardiametersfromtherightformatedge.Amandatorybufferzoneofatleast1stardiameterismaintainedbetweenthestarandallotherlayoutelements.2Brandmark-placementandmandatorybufferzone(centredbrandmark,flexiblespacing)14Iftheformatis7stardiametersorlessinwidth,thebrandmarkiscentred.Thedistancetotheupperandlowerformatedgesis0.5stardiameters.Amandatorybufferzoneofatleast1stardiameterismaintainedbetweenthebrandmarkandallotherlayoutelements.ApplicationexamplebasedonDLformatStardiameter:15mm2Brandmark-placementandmandatorybufferzone(centredbrandmark,fixedspacing)15Amandatorybufferzoneofatleast1stardiameterismaintainedbetweenthebrandmarkandallotherlayoutelementsortheformatedges.Ifthisamountofavailablespacecannotbeguaranteedforspecificmediaorformats,aminimumdistanceof0.25stardiametersmustseparatethebrandmarkelementsfromanyothergraphicelementsandtherespectiveformatedges.BARCELONA2007IWC?Umnh4V?|IWCU.HJI*.SLPt#|'J?IWCURitmuia*uiumut^y?IWCtlaLr*.*UrV!tJCo|J-?'ktirftiHrtif?I"---.fjIWC*siiMiiiciUJitaIWCwiAraRAti?|Rt4?nir\ujfifJIWCMirniMH*?v??VI*rrwlr**i~*iirkHj*-*yIWCWVAHliilll?UHiruUfiVIWCRr?Bkp?9lSim40iwc?IWCIj.KIIVUJ**{J\JBARCELONA2007?iwcMUMftll-irIWCKUrNi'.UMu.vurc?iit*[J?U4Nt)IWC0IWCbkiunnit*\J?4V0iwcuaiiftii-ttvun?\N^\JiwcKmirNuim??Rnu-

?IWC??MIIMtits?UKifiln.v..IWCUfMUURIWC?unurnut*yIWCkilAIIHMilR-?IWC?c**'rr??uar9.?S^tinHfWtu4IWCHii?iii?VWjftfc**IWtwiwc?rik<VV0iwcK14l?NtfVMUmrviub.?VmwlHla4-*IWC?<Mi/rniLiti1-.14II-V0iwc?rM?4rn*v*4*U*?uiv>ut-L)hrTl/M??t)?X-...-0UKAMifc4/IWCX__-0WjV|rrt?lr?fcrkJiWUMipil*%H?5rIWCi-___bdUhHityf]IWCi-Lr**UrtSUL??V|rn?>-?Hrfli41---IWCirurraUKiU*\jIWC*?4MilIIIU4U?uourv*fJIWCIINIKIRUIIR?rt**IVn*IWCV0iwc?iktiiatkiia(WMVUf?yHmr?NAtMkl?l*l???m—u,w*M?nPtk?Sintr+?rVtiiApplicationexamplesbasedonasponsoringbackdrop2Brandmark-placementandmandatorybufferzone(asymmetricalbrandmark,fixedspacing)16Amandatorybufferzoneofatleast1stardiameterismaintainedbetweenthebrandmarkandallotherlayoutelementsortheformatedges.Ifthisamountofavailablespacecannotbeguaranteedforspecificmediaorformats,aminimumdistanceof0.25stardiametersmustseparatethebrandmarkelementsfromanyothergraphicelementsandtherespectiveformatedges.Applicationexamplesbasedonbanner2Brandmark-sizesforvariousformats17A6:10mmA5:15mmA4:20mmA3:30mmA2:40mmA1:55mmAO:80mmFormatA6A5A4A3A2A1A0Star(diameter)10mm15mm20mm30mm40mm55mm80mmWordmark(width)30mm45mm60mm90mm120mm165mm240mm2Brandmark-consistentsizeandplacementonsimilarformats181A4portraitformatA4landscapeformat“Focus”magazineformat215x267.5mm“Spiegel”magazineformat210x280mm“Stern”magazineformat215x290mmSpecificsizesofthestarhavebeendefinedforDINformats.Ifanon-DINformatisused,selectthestarsizedefinedforthenextclosestformat(providedthesizedifferencebetweenformatsiswithin10%).BrandelementsColours3Colours-primarybrandcolourArrowsilver20Arrowsilver-Pantone877Arrowsilver-Lighttodarkgreywitha30°gradientangleinCMYKCMYK50015|K00016|RGB185188193CMYK50050|K00051|RGB828697TheprimarycolourArrowsilverisgenerallyusedasasolidcolour(Pantone877)inourprintmedia.IfitisnotpossibletoprintinPantone,acolourgradientiscreatedinCMYKinstead.Arrowsilvercanalsobeusedforthebrandmark(forms,businessmaterials)aswellastypography.3Colours-primarybrandcolourMidnightblue21Midnightblue-Pantone282^|CMYK10065080|j^GB153177TheprimarybrandcolourMidnightblueisusedatthePointofSale.Itisgenerallynotusedingradients.3Colours-secondarybrandcolours22Black-CMYK000100RGB000ClaritasestetiamProcessusdynamicusquiSequiturmutationemconsuetudiumLectorummirumestNotarequamlittera.White-CMYK0000IRGB255255255Whiteisthepreferredcolourforuseinthebrandmark.Thebrandmarkmayonlyappearinblackinone-colourapplications.Thecoloursblackandwhitemayalsobeusedfortypography.Whenselectingthecolourforthebrandmarkortypography,itisessentialtoensurethatitcreatesasufficientcontrastwithitsbackground,atleast35%.Blackisnotusedasabackgroundcolour.**Exception:blackisusedforbackgroundareasfortheAMGandSLRsub-brands.Forexactcolourspecifications,seetheAMGorSLRguidelines.BrandelementsTypography4Typography-CorporateA24CorporateACondensedabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789e.g.headlines,subheadlinesCorporateALightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789e.g.bodycopyforspecialcasesCorporateARegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZOl23456789e.g.bodycopyCorporateADemiabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUYWXYZ0123456789e.g.highlighting,emphasisCorporateAisourprimarytypefaceandacharacteristic,familiarelementoftheMercedes-Benzvisualidentity.Itisavailableinarangeofdifferenttypestylesshownherewhicharemandatoryforuseinourcommunication.Othertypestylesarealsopossible,includingitalicsforquotations,forexample.4Typography-CorporateS25CorporateSLightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZOI23456789roductorytexts(literature)CorporateSRegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789e.g.pagenumbers,tableinfo(literature)CorporateSDemiabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ012345

6789e.g.sidenotes(literature),firstlineoftext,URL(advertisements)CorporateSisoursecondarytypeface.Itisusedformorefunctionalpurposes.TheCorporateStypestylesshownherearemandatoryforuseinourcommunication.Othertypestylesarealsopossible,includingitalicsforfootnotes,forexample.4Typography-baselinegrid5mm26Headline(25pt/10mm)Loremipsumdolorsitduisautemveleumiriuredolorhendrerit.4Typography-baselinegrid5mmLoremipsumDolorsitDuisAutemVeleumiriuredolorHendrerit.Headline:CorporateACondensedRegular|25pt|LS10mm|TR0LoremipsumdolorsitametconsetetursadipscingelitseddiamnonumyeirmodastemporinviduntutlaboreetdoloreMagnaalquamLoremipsumeratseddiamsolvolupasvolturem.Atveroeosetaccusametjustodoloresetearebum.Introductorytext:CorporateSLight|12.5pt|LS6mm|TR0Taboreetidomagnaaliquyamerat,seddiamvoluptua.Atveroeosetaccusametjustoduodoloresetearebum.Stetclitakasdgubergren,seatakimatarsanctusestLoremipsumdolorsitamet.LoremipsumdolorsiteadametConsetetursadiscingelitar.LoremipsumdolorsitametseddiamisaiNonumyeirmodTemporinviduntutlaboredolorMagnaisAliquyamerat,etiamdiamvoluptua.Atveroeosaccusamdeusjustoduodoloresettiearebum.StetconskasdaseGubergren,noseatakimataSanctusestaerLoremipsumdolorAmetconsetetursadiscigeselitar.LoremipsumDolorsitametDiamnonumyeirmodTemporInviduntisutLaboredoloreMagnaaliquyamerat,sedDiamvoluptua.AtveroeosAccusamwetJustoduodoloreseteaRebumStetclitaetGubergren,nonseaTakimatasanctus.Loremipsumdolorsitamet.ClaritasestetiamprocessusDynamicusclaritas.Duisautemveleumiriuredolorinhendreritinvulputatevelitessemolestieconsequat,veliliumdolorefeugiateumnullafacilisisatveroerosetaccumsanetiustoodiodignissimquiblanditpraesentluptatumildelenitaugueduisdoloretefeugaitnullafacilisi.Sidenote:CorporateSDemi|7.5pt|LS4mm|TRSubheadline:CorporateSDemi|10pt|LS5mm|TR0Bodycopy:CorporateARegular|10pt|LS5mm|TR027LoremipsumlDolorsitUuisAutemVeleumiriuredolorHendrerit.Headline:CorporateACondensedRegular|25pt|LS10mm|TR0LoremipsumdolorsitametconsetetursadipscingelitseddiamnonumyeirmodastemporinviduntutlaboreetdoloreMagnaalquamLoremipsumeratseddiamsolvolupasvolturem.AtveroeosetaccusametjustodoloresetearebuTTn-Introductorytext:CorporateSLight|12.5pt|LS6mm|TR0Taboreetidomagnaaliquyamerat,seddiamvoluptua.Atveroeosetaccusametjusto(inndoloresetearebum.Stetclitakasdgubergren,seatakimatarsan_ctusestLoremipsumdolorsitamet.LoremipsumdolorsiteadametConsetetursadiscingelitar.LoremipsumdolorsitametseddiamisaiNonumyeirmod_TemporinviduntutlaboredolorMagnaisAliquyamerat,etiamdiamvoluptua.Atveroeosaccusamdeusjustoduodoloresettiearebum.Stetconskasdase_Gubergren,noseatakimataSanctusestaerLoremipsumdolorAmetconsetetursadiscigeselitar.LoremipsumDolorsitametDiamnonumyeirmodTemporInviduntisutLaboredoloreMagnaaliquyamerat,sedDiamvoluptua.AtveroeosAccusamwetJustoduodoloreseteaRebumStetclitaetGubergren,non_seaTakimatasanctus.LoremipsumdolorsitametClaritasestetiamprocessusDynamicusclaritas._DuisaLitem

veleumJriuredotorinhendreritin_vulputatevelitessemolestieconsequat,veliliumdolorefeugiateumnullafacilisisatveroerosetaccumsanetiustoodiodignissimquiblanditpraesentluptatumHdelenitauguedtrisdotoretefeugaitnullafacilisi.Sidenote:CorporateSDemi|7.5pt|LS4mm|TR0Subheadline:CorporateSDemi|10pt|LS5mm|TR0Bodycopy:CorporateARegular|10pt|LS5mm|TR0BrandelementsGrid5Grid-squaregridunits29Thesquaregridusedforourlayoutswasderivedfromthegeometricproportionsofthestar.ItprovidestheflexibilitynecessarytocreateuniquedesignswhicheffectivelyreflecttheMercedes-Benzbrandidentity.5Grid-applicationsonvariousformatsA6A5A6(andsmaller)Gridunit=2.5mm(e.g.postcards,smalladvertisements)A5-A3Gridunit=5mm(e.g.literature,advertisements)30A2-A10Gridunit=10mm(e.g.posters,backlitposters,billboards)5Grid-formatapplicationexamplesHimA3portraitformatGridunit=5mmA5portraitformatGridunit=5mm31A4portraitformatGridunit=5mmDLportraitformatGridunit=5mmA6portraitformatGridunit=2.5mm5Grid-formatapplicationexamples32?Mercedes-Benz■BBBBBflIiBEinun=3SE!;=IIi■BBIITBI1_'rMercedes-BenzA3landscapeformatGridunit=5mmA4landscapeformatGridunit=5mmA5landscapeformatGridunit=5mmDLlandscapeformatGridunit=5mmA6landscapeformatGridunit=2.5mmBrandelementsLayoutsystem6Layoutsystem-basicrules34PlacementofbrandmarkThestarandwordmarkareseparatedfromeachotherinthelayout.Thestarisplacedatthetopandthewordmarkatthebottomoftheformat.Theproportionsbetweenthetwoarealways1to3.Bothelementsareplacedontheright-handsideoftheformat.ThebrandmarkonvariousbackgroundsFlexiblecommunicationFiveKlingonsranaway.Theirascibleorificetowed.FiveKlingonsranawayquickly.FiveranawayKlingonsearlyaway.Fiveorificescleverboughteradwarvesyetfiveelefanantsranawayquickly.Macintoshesauctionedofonechrysanthemutwopurplekissesotherumpteendogs,becausethetrailerlaughed.ButonetelephonedthemaJabberwoekiesattheirputridpoisonslamelyuntanrolesfive.Klingonsranaway.Becausethemthattrailerlaughed,butFiveorificescleverlybountdwarves.NeiveelephantseveryawayquicklyMacintoshesauctionedoffonechrysanthers.Becausethemtrailerlaughed,butontelephonatthemaJabberwoekies.Themputridanotherpoisonslamelyuntanglesfive.FiveKlingonoffranaway.Fiveorificescleverlybounteramdwarves,yetfiveelephantsranaway./guaredischThestarandwordmarkalwaysappearinthesamearea,whetheronanArrowsilverbackgroundoranimage.Theflexibledesignmakesitpossibletocreatecommunicationwhichfocusesoneithertextorimages.6Layoutsystem-divisionsforportraitformatsFull-formatimageLayoutdivision:2to1Full-formatbrandcolourLayoutdivision:1to1Layoutdivision:min.4gridunitsLayoutdivision:1to2Theoptionsfordividingupthelayoutshownherearerecommendations.Otherpossiblelayoutdivisionsaredefinedintherespectivemedia-specificguidelines.35Layoutdivision:2to1Layoutdivision:1to1Layoutdivision:1to26Layoutsystem-divisionsforlandscapeformatsFull-formatimageFull-formatbrandcolourLayoutdivision:min.4gridunitsLayoutdivision:2to1Layoutdivision:1to1Layoutdivision:1to2Layoutdivision:2to1Layoutdivision:1to1Layoutdivision:1to2Theoptionsfordividingupthelayoutshownherearerecommendations.Otherpossiblelayoutdivisionsaredefinedintherespectivemedia-specificguidelines.Layoutdivision:2to1Layoutdivision:1to1Layoutdivision:1to2Layoutdivision:2to1Layoutdivision:1to1Layoutdivision:1to2BrandelementsImagery7Imagery38ImageryplaysamajorroleinshapinghowtheMercedes-Benzbrandcommunicates.Thephotographsweuseeffectivelyreflectthepersonalityandhistoryofourbrand.Theuseofconsistentimagerythroughoutourapplicationsenhancesthestrengthandreputationofourbrand.Thewidevarietyofdesigns,fieldsandsubjectsrequiresacommonunderstandingoftheimagethemesweuse.Onlyinthiswayisitpossibletoensurethatourpremiumbrandhasaconsistentvisualidentityatalltimesandinallapplicationsaroundtheworld.Thephotosneedtorepresenttheoutstandingfeaturesofourbrand.Theyfeatureanumberofdifferentsubjects,suchasvehicles,people,architecture,landscapeandtechnology.Dependingonthetargetgroupofeachapplication,distinctivelocalcharacteristicscanbeincorporatedintotheimagesaswell.OurimageryemphasisestheleadingpositionMercedes-Benzhasasabrandthroughitshighquality.Thephotosfeatureagenerouscompositionandideallighting.Clutteredscenesorspontaneoussnapshotsarenotappropriate.Unusualsettingsandperspectivesmakeforexcitingphotographs.Varyinglevelsoffocusareusedtoexploreinterestingdetailsandspace.Ourimagesalwaysfeaturenaturalcolours,rangingfromcool,neutralhuestobold,powerfulshades.Pastelorloudcoloursdonotexpresstheself-confidenceandstrengthofourbrand.Ourimagesfeaturecredibleandconvincingarrangementswhichdonotappearexaggeratedorunrealistic.Themessageofeachpictureisconveyedinaclever,clearanddirectfashion.Thephotographsexpressadynamicsenseofvitalityandpresentpositive,pleasan