- Fundamental modernization of the company’s appearance
- Silver as the principal color emphasizes Daimler’s premium status
Stuttgart – From today, Daimler AG, one of the world’s leading automotive companies, is presenting itself with a new Corporate Design. In future, silver will be used as the principal color, modernizing the Corporate Design for both internal and external use. The Daimler logo is in high-gloss chrome on a brushed silver aluminum surface, but remains unchanged in its form.
The new Corporate Design is intended to emphasize Daimler’s claim to premium status around the world even more clearly than before. The silver-colored logo and the new principal color stand for modernity, elegance and high-tech, and emphasize the closeness to Mercedes-Benz, Daimler’s most valuable automotive brand.
“The principal color silver, which is found as brushed aluminum and high-gloss chrome in the new Corporate Design, is a clear visual statement for Daimler AG as a high-tech company which aligns tradition and future in an aesthetic way,” says Gorden Wagener, Head of Design at Daimler AG.
The color silver is an enormously important part of the company’s tradition: examples that spring to mind are the “Silver Arrow” racing cars, or the use of aluminum and chrome trim in the designs of the passenger cars, trucks, buses and vans.
In April this year, Daimler stockholders attending the Annual General Meeting in Berlin were already able to experience the new Corporate Design. The AGM and the 2014 Daimler Annual Report were presented in the new silver look as a “sneak preview” or prototype for the new corporate design.
“With the introduction of the new Corporate Design, we aim to show both internally and externally that Daimler also pursues systematic further development where its corporate image is concerned. With this new color combination, Daimler as the umbrella brand is showing itself to be even more valuable and innovative than previously,” says Jörg Howe, Head of Global Communications.