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2.0.Style    2.4.Imagery


The visual style is a harmonious complement to the Daimler AG color palette. It is characterized by a warm color scheme and authentic images.

Dynamic product images in an urban environment are the primary subjects. Other common subjects are employees in a recognizable workplace environment and detailed technical photos. Cutouts are permitted.

2.0.Style      2.4.Imagery      2.3.1Image optimization

2.3.1Image optimization

Images are selected on the basis of the following attributes: dynamic, warm colors, authentic. The selected image can be optimized by means of digital image processing software. The desired statement can be more clearly defined by cropping the selected image. The lighting can also be enhanced digitally with additional filters. Points of light and reflections can be added during this process.

2.0.Style      2.4.Imagery      2.3.2Use of images

2.3.2Use of images

When using visual materials, ensure that the styles and formats are uniform. In addition, less is often more. Use only licensed material.

2.0.Style      2.4.Imagery      2.3.3.Image sizes and ratios

2.3.3.Image sizes and ratios

The image sizes that are to be used are based on the basic grid discussed in Sec. 3.1, "Grid". Only a few general image sizes (ratios) should be used, and these should be used consistently.

  • No image conflicts: A page should be designed so that the image and text complement one another ideally; images should break up the text or provide information, but they should not disrupt the flow unnecessarily. In general, one visual element and, depending on the length of the text, one to two images should be sufficient.
  • If a larger number of images is to be used, they should be presented in an image gallery
  • Absolutely no Google images and no unlicensed images may be used. This rule applies even if an application is only available on the intranet. It is absolutely essential that people in the images have given their consent to publication.

The recommended image formats are:


Some Image

Image ratios (from top to bottom): 1:1.5 / 5:2 / 3:2 / 3:1 / 5:1

    2.0.Style      2.4.Imagery      2.3.4.Campaign and project logos

    2.3.4.Campaign and project logos

    Please note that applications or intranet sites that will only be used internally do not use the Daimler corporate logotype.

    Unit logos are not permitted in either internal or external communication at Daimler. Project and campaign logos, which, as opposed to unit logos, have a limited time span, are allowed but, as a rule, should not be depicted together with the corporate logotype. Key visuals in the form of images and/or graphics can be used as leitmotifs for an event. They may, however, be used for a limited amount of time only and are not allowed to be used as a permanent "unit identification."

    Some Image

    Examples of unit logos

      2.0.Style      2.4.Imagery      2.3.6Preview of the relaunch of the new www.daimler.com

      2.3.6Preview of the relaunch of the new www.daimler.com

      The following preview provides a taster of the new visual language of www.daimler.com. For the current date of revision (01.02.2018) certain sections of the website have already been implemented in this look, and other sections will follow and be replaced one by one.

      Some Image

      Diagram shows schematic representation of various exemplary image sizes

        Image formats


        Some Image

        Diagram shows various exemplary image sizes

          2.0.Style      2.4.Imagery      2.4.7.Daimler image guideline

          2.4.7.Daimler image guideline