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Interim-GuidelineBrand ElementsJul 20, 07Introduction2Our 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 positioningand history. “The star always shines from above” is our guiding principle which describesour 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 branddesign along with a few application examples. Minor changes or additions may be made tothe document prior to the publication of the official BDS “Brand Elements” guideline inNovember 2007. Contents31Design principlesPage 42Brand markPage 73ColoursPage 194TypographyPage 235GridPage 286Layout systemPage 337ImageryPage 378ApplicationsPage 43Brand elementsDesign principles1Design principles5The star always shines from above.The guiding principle of our new brand design.The brand mark is the focal point of our new brand design. 1.The star always shines from above. 2.The 2D star is used for reproductions. The 3D star is used for physical applications.3.The proportions of the star and word mark are always 1 to 3. 131Design principles64.The star is centred above the word mark.5.The star and word mark can be positioned a variable distancefrom each other in the same area, either on an image or anArrowsilver background.6.The story is always told between the star and word mark.7.The square grid determines the position of each individualdesign element.8.Arrowsilver is the primary colourused in communication.9.Midnightblue is the primary colourused at the Point of Sale.10.Corporate A is our primary typeface. Corporate S is reserved for more functional purposes.HeadlinesBody copyFunctionalLorem ipsumdolores.Brand elementsBrand mark2Brand mark 8The 2D brand mark is used in our communication. The standard proportions defined for all 3D applications provide the basis for this brand mark. The 3-D brand mark is used for physical applications. Its construction is based on standard proportions.This ensures that the proportions of the star are accurate for every application size.2Brand mark – use on brand colours*9White brand mark on Arrowsilver background (CMYK gradient)White brand mark on Midnightblue background (Pantone 282 or RAL)The white brand mark is primarily placed on a solid Arrowsilver background in our communication. If it is not possible to print in Pantone, a colour gradient should be created in Arrowsilver. The white brand mark is featured on a Midnightblue background at the Point of Sale.* The examples shown here apply to both the star and word mark.White brand mark on Arrowsilver background (Pantone 877)2Brand mark – featured on image*10White brand mark on dark-coloured imageWhite brand mark on...