Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for Daimler AG
 

before

after

Reviewed Dec. 3, 2015 by Armin

Industry / Corporate Tags /

Established in 1998, Daimler AG is a German automotive corporation best known for being responsible for the Mercedes-Benz brand. It also manages other car, bus, truck and motorcycle brands including Mercedes-AMG, Mercedes-Maybach, smart, Freightliner, Western Star, BharatBenz, Fuso, Setra, Thomas Built Buses, Mercedes-Benz Bank, Mercedes-Benz Financial, Daimler Truck Financial, moovel, and car2go. It employs over 275,000 people around the world and in 2014 sold 2,545,985 vehicles (1,722,561 being passenger cars). Earlier this year, Daimler previewed a new corporate identity at its Annual Shareholders’ Meeting and this past November officially introduced it. No design credit given. Most likely in-house.

An extremely detailed, thorough, and wordy microsite devoted to the brand and identity can be found here.

Future silver is as a guiding color the umbrella brand dominate and modernize the consolidated presence both internally and externally: The Daimler-word trademark (logo) is presented in high gloss chrome in a silver brushed aluminum surface, remains formally unchanged.

The new corporate design is to emphasize the premium quality of Daimler even more clearly than before the world. The silver-colored logo and the new guiding color stand for modernity, elegance and high tech and underline the proximity to Mercedes-Benz, the most valuable automotive brand, Daimler.

Daimler press release (Google-translated)

New Logo and Identity for Daimler AG
Logo detail. On white and against “brushing”.

If you had asked me last night what the Daimler AG logo looked like I would have had no idea. A common occurrence with parent company logos. It turns out to be a decent but forgettable serif in all uppercase. Before it was blue. Now it’s silver. Not only is it silver, it’s silver-silver. Like, non-stop. The logo itself remains the same but it serves as the first indicator that Daimler’s new look is all about silver and a brush-steel look.

New Logo and Identity for Daimler AG
Corporate typefaces.
The sovereign character and significance of the logotype prohibit its use on trivial objects. The corporate logotype is used only on materials of high quality and that will show no signs of wear and tear.

The Daimler logotype is silver in color. On printed media, it is produced in silver hot-foil embossing. As an exception, it can also be applied in four-color (4C) printing. Four-color printing yields a 3-D simulation of the logotype used to visually depict its silvery shine.

Daimler brand navigator

New Logo and Identity for Daimler AG
New Logo and Identity for Daimler AG
Stationery.
New Logo and Identity for Daimler AG
Annual report.
New Logo and Identity for Daimler AG
Daimler Annual Shareholders’ Meeting 2015.
New Logo and Identity for Daimler AG
New Logo and Identity for Daimler AG
New Logo and Identity for Daimler AG
New Logo and Identity for Daimler AG
Various materials from the meeting.
New Logo and Identity for Daimler AG
Banners.

You have to hand it to Daimler: They’ve gone method with this this silver approach and there is no stopping it. I don’t particularly like it but it’s hard to disagree when the identity is done with such precision, commitment, and expert budget-allocation for foil stamping. The identity manages to look luxurious and extremely corporate, keeping Daimler’s presence as that of a parent company not trying to steal the thunder of its consumer brands. Overall, the all-silver approach can be a turn-off by default but this is probably as decent as it gets before turning into a faux-finish bonanza.

Your opinion…

On Logo in Silver


Total

On Application


Total

Comments


Share ›

Spotted Around the web

New Logo for Lebara

New Logo for Lebara
 
Spotted Aug. 17, 2018

New Logo for Splice

New Logo for Splice
 
Spotted Aug. 16, 2018

Pinned Recent, Big Stories


Curated One Slab at a Time

Ten is the New Twelve

Ten is the New Twelve
 
Posted Dec. 14, 2010