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2.0.Style    2.4.Imagery


Imagery is an impactful element on every digital platform. A poor choice of images weakens the Daimler brand decreases visitor engagement.

2.0.Style      2.4.Imagery      2.4.1.Types of images

2.4.1.Types of images

Basic types of images can be divided into two broad categories:

Instrumental Images, focused on group and activities aspects, that transmit:

  • Confidence
  • Trustworthiness
  • Partnership
  • Mediation
  • Naturality
  • Victory
  • Opennes
  • Friendship


Inspirational Images, focused on the emotional values that pass on the feelings of:

  • Innovation
  • Passion
  • Excitement
  • Energy
  • Dynamism
  • Connectivity


Be sure you find the style and the design that matches the message that you are communicating. 

Some Image

Example of Instrumental Images

    Some Image

    Example of Inspirational Images

      2.0.Style      2.4.Imagery      2.4.2.Style


      When choosing an image, consider media.daimler.com for your research. These images already match the Daimler approach, an urban, clean and warm style.

      Try being consistent with your image choices matching the imagery with the message you are transmitting in a clear way.

      2.0.Style      2.4.Imagery      2.4.3.Legal Requirements

      2.4.3.Legal Requirements

      If you want to know more about the imagery legal requirements (licensed material) please consult our Legal Requirements Page.

      2.0.Style      2.4.Imagery      2.4.4.Image size and ratios

      2.4.4.Image size and ratios

      As a result of using the grid the images sizes are predominantly square and it is recommended the use of the ratios 1:1, 2:1 and 16:9. Please be sure that the use of images ratios and formats are uniform.

      If a larger number of images is to be used, they should be presented in an image gallery.

      Some Image

      Recommended image ratios 

        2.0.Style      2.4.Imagery      2.4.5.Further information about Daimler's image styles

        2.4.5.Further information about Daimler's image styles

        Daimler provides a detailed photography briefing for shooting and creating new image material. This guideline helps you to create imagery, that is consistent with the rest of Daimler's brand photography. Topics covered in the guidelines are motif, format, composition, crop, perspective and color. If you are creating new photo material for your project, following these instructions is essential to get your photos approved.

        Some Image
        • DownloadImage Guidelines (ZIP)