Brand DNA
Mercedes-Benz
Mercedes-Benz builds luxury cars, vans and commercial vehicles, and has done since the invention of the motor car. Comfort, safety and engineering are the constants.
66%
Background#FFFFFF
12%
Text#1A1A1A
10%
Primary#000000
6%
Surface#1A1A1A
6%
Secondary#A4AAAE
Typography
Aa
Corporate ADisplay · Modern & cleanCorporate SText · Sharp & flat
Restrained and precise. Headlines are set light and large, body copy small. Wide margins, never a crowded page.
Tone
Never
use discount or bargain language
depict reckless driving
crowd a layout
Never says
cheapdealbargainbasic
Sounds like this
The best or nothing.
Assured and understated. Craft, engineering and restraint. Never loud, never boastful.
Audience
Buyers who treat a car as a long considered purchase and expect the interior to justify the price every day.
Loves
+Engineering you can feel
+Comfort as safety
+Understatement
Loathes
×Gimmicks
×Discount language
×Noise for its own sake
The hill it
would die on
would die on
The best or nothing.
DensityAiry
AlignmentLeft
MotionSubtle
AddressFormal
Mercedes-Benz · brand DNA at a glance
10 of 12 traits
