the smart corporate design standards

open your mind.
open your mind.
>>smart Corporate Design Standards
GB
smart – a brand of DaimlerChrysler
Content
1.
Introduction
1.1
2.
Basic Design Elements
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8
2.9
2.10
2.11
3.
Overall Brand Concept
Logo
Label
Claim
Group reference
Standard formats
Formats, margins, sizes
Colours
Typography
Paper
smart Visuals
Spelling
General Design Guidelines
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
Advertisements
Product literature
e-Marketing
Stationary
Presentations
Press kit
Car labeling
Architecture
Corporate Design Standards - Stand 10/02
1. Introduction
smart is changing.
With the introduction of the smart roadster, the
long-announced product offensive and brand
expansion connected to it are also visible to the
public.
In the future, the smart brand will expand, the
equation Brand=Product will be dissolved, and
the brand will develop from a mono- to a multiproduct brand. For communication, this means
that in the future we must position three model
lines and build up a strong brand.
The opening of the brand for all target groups
can only be accomplished with a consistent presentation of the brand in all visual components
of the company. The corporate design includes
the visual presentation of a company to the inside and the outside and makes an unmistakable
appearance possible.
Above all, the new logo will make the smart evolution visually clear. The new logo is protected
for all product classes. It will be successively
used and introduced with the smart roadster.
The new smart four-seater will be completely
branded with the new symbol. In order to reach
our goal of building up the smart brand potential and lending more substance to the brand
profile, the brand claim «open your mind.» was
developed.
«open your mind.» allows the smart brand
to make its internal attitude externally experienceable to the outside, whereby the claim
describes our products, employees, as well as
the target markets.
The CI standards being presented have the job
of relaying the content and visual changes of
smart to all areas of company communication,
and to deliver clear guidelines for the various
uses.
Only uniform, consistent brand communication
can establish the character of the brand, relay
the smart attitude «open your mind.», build the
image and prepare the foundation for coming
products.
1. Introduction - Stand 10/02
1.1 Overall brand concept
smart is ingenious.
smart is extraordinary.
«ingenious» means
• thinking outside the envelope: infuse your
creativity with enthusiasm in order to find new
directions and to develop surprising solutions.
• give yourself the space and openness to break
out of your routines and view a narrow playing
field not as a limitation, but as a challenge.
«extraordinary» means
• to break out of well-trodden paths and
thereby openly and courageously question
convention.
• possess the character and personality to
stray from the norm and to find and go your
own way with confidence.
Control the image.
smart is a lively brand with its own character.
The people we communicate with should get to
know smart in exactly this way. Therefore, each
contact with the brand should be defined by the
same attitude of appearance and speech.
Experience shows: «smart» is interpreted on
many levels. «smart» has a clear, memorable
and unmistakable image all over the world.
uniformly worldwide. But what makes products,
aside from concrete product features (tridion,
body panels), into an authentic «smart»? What
is «smartlike»?
All that we do, the way we appear and talk,
should focus on the two core characteristics
«ingenious» and «extraordinary».
That makes it all the more important to understand the smart philosophy and to interpret it
1. Introduction - Stand 10/02
2. Basic Design Elements
Core elements of communication.
What defines the smart brand in its visual presentation? Logo, typefaces, colors and visuals:
all of these are core elements of communication, without which the transportation of brand
message would be impossible. In this context,
the new logo should now be sensibly integrated.
The variation of constant design elements
increases the degree of recognition and
recollection. The efficiency of individual and
advertising measures is thereby increased and
campaigns may be unmistakably attributed to a
source (synergy effects).
The design brand elements summarize the elements of communication and offer the framework for the realization of strong, creative
concepts.
2. Basic Design Elements - Stand 10/02
2.1 Logo
The new smart logo.
«smart» is a term which is more commonly used
in many languages and for this reason it is difficult to protect it. Especially in the area of merchandising it has so far not been possible to
protect «smart» as font.
The transformation of the pure smart word
brand to the word-image brand shows the development into a multiproduct brand and solves
legal problems in the long term. It has the task
to be a connecting link in our corporate design
evolution, from one phase to the next.
mented in connection with the word brand.
The new sign was designed internally at smart
and targeted an evolution of the already existing logo. Core elements of the successful word
brand were analysed, extracted and newly defined.
The orange triangle was taken from the original
word brand and laid out even more dynamically.
The silver circle is derived from the round «a»
of the font and as a wheel stands as a symbol for
mobility.
First of all, however, the new sign is only imple-
2. Basic Design Elements - Stand 10/02
2.1 Logo in colour
The smart logo in colour.
Whenever the smart logo is mentioned, this always means the combination of the smart font,
the registered character and the super character.
The logo should always be applied in colour if
this is economically justifiable and possible. It
is exclusively displayed on white or light grey
background. On coloured backgrounds, only the
smart logo must be used in b/w application.
The logo, as illustrated here, is the only application which is compulsory for all users in all
print and digital media.
2. Basic Design Elements - Stand 10/02
2.1 Logo b/w
The smart logo in b/w application.
Wherever a coloured application is not possible
(e.g. on fax paper or coloured backgrounds) or
it is economically not justifiable, the smart logo
is applied in b/w ver- sion as illustrated here.
Its proportions correspond to the coloured version. The logo can be obtained from the relevant
Communication Manager in your country.
2. Basic Design Elements - Stand 10/02
2.1 Logo measurings
1,25x
1x
Measurings of the smart logos.
The positioning of the new sign in relation to the
logo writing is clearly defined for all formats
and can not be changed. The margins between
the two logo elements is of 1.25x (1x corresponding to the margin between the basic lines of
the letter «m» in the smart logo writing).
The logo is available in various data formats for
the application required. Please contact the responsible Communication Manager of your
country.
2. Basic Design Elements - Stand 10/02
2.2 Label in colour
The smart label in colour.
The smart logo is used in its label version for
all advertising means of communications. It
consists of the logo and a defined area (> pages
logo applications and label applications in this
chapter). The label can be displayed on black,
white, coloured and patterned backgrounds.
If the label is displayed on a black background,
it is defined by a white line at 0.5 pt.
The same colour definitions and rules as for the
logo apply to the label (> page logo measuring
and page logo in colour in this chapter).
2. Basic Design Elements - Stand 10/02
2.2 Label b/w
The smart label in b/w application.
Wherever the label cannot be applied in colour
or wherever this is not economically justifiable,
the smart label is applied in the b/w version as
shown here.
Its proportions correspond to the coloured version. However, a coloured application is generally to be given preference.
2. Basic Design Elements - Stand 10/02
2x
2.2 Label measurings
1x
2x
2x
2x
y
2x
y
2y
1,25x
1x
2x
1x
2x
2x
open your mind.
Measuring and minimum margins
of the smart label
The positioning of the logo within the label is
accurately defined for all formats and cannot be
changed. The margins for delimiting the field
which contains the logo are 2x on left and right,
as well as 2x at bottom and top (1x equals the
space between the stems of a type in the letter
«m» of the smart font).
The minimum margins for image delimitation are
2y to the right edge (1y equals the width of the
outer white edge delimitation, see > page label
applications).
2. Basic Design Elements - Stand 10/02
2.2 Negative examples
Dieser Text ist Blindtext!
Dieser Text ist Blindtext!
HEADLINE
Inadmissible design elements.
In order to be able to gain a positive effect, the
smart label requires sufficient space. For this
reason, distracting elements like fonts, pictos
or anything similar are not to be found anywhere near the label when designing adverts. Make
sure that headlines are not directly adjacent to
the smart label.
Texts and headlines are always at a respectable
distance to the trademark and do not compete
with the logo neither by font nor pixel size. This
also applies to pictographs or other graphical
elements, which are not to be found near the
label.
2. Basic Design Elements - Stand 10/02
2.2 Negative examples
no coloured background
no horizontal/vertical distortion
only use defined logo colours
no distortion in perspective
respect logo margins to border (x/y) as defined
respect logo margins to border (x/y) as defined
Gebrauchtwagen
Jahreswagen
do not add elements to logo
do not move the logo elements
open your mind.
do not integrate the claim
do not add additional frames to the logo
no label version with white background
The inadmissible label variations.
For application of the smart logo in a label, the
label size, font colour, font size and background
colour are defined. These specifications are always to be adhered to, all other label variations
are inadmissible and severely detract from the
effect of the smart logo.
2. Basic Design Elements - Stand 10/02
2.2 Negative examples
engineered by Mercedes-Benz
Inadmissible label variations.
The smart label must not be changed or modified in any application. New creations like those
labels shown above are strictly inadmissible.
The smart font and the smart sign are reserved
for the smart brand and must not make any reference to foreign brands or products.
2. Basic Design Elements - Stand 10/02
2.3 Claim
open your mind.
smart embodies the visionary, confident attitude «open your mind.» like no other car brand.
It is rooted in the history of the brand and in
the minds of the people who created it. It is
taken further by the development of the brand
and by the attitude of the people who work for
the brand and who use it.
All of these people have something in common:
They are curious about the New and Different.
They have the courage to move ahead and to
overcome the status quo.
They are independent and concentrate on the
essentials. They win through their openness.
The claim allows the smart brand to make its
inner attitude outwardly experienceable and
lends more substance to the brand profile.
Hence, it is also to be used exclusively to support the brand. Connecting it to specific
models or topics should be avoided.
2. Basic Design Elements - Stand 10/02
2.3 System for the use of the claim
Classic advertisements
X
Literature (Title pages)
X
Literature (Inside pages)
-
Price lists
-
Mailings /CRM
X
Film/TV/Radio
X
Internet
X
Stationery/Presentations
-
Car labeling
-
POS Exterior
-
POS Interior
X (Poster)
Events/Exhibitions
X
Brand Cooperations/Co-branding
-
Dealer communications
-
Job advertisements
X
Subbrands
-
The specific use of the claim.
The depiction gives an overview of the use of
the claim. Since «open your mind.» should
strengthen and support the smart brand, no
claim will be used in brand cooperations such
as BRABUS, in particular.
The claim will also not appear in dealer communications, particularly in used car advertisements.
2. Basic Design Elements - Stand 10/02
2.3 Positioning of the claim
2x
open your mind.
1x
2x
1x
2x
2x
Margins and positioning of the claim.
In communication, the claim is always close to
the label. In order to ascertain a homogenous
representation and avoid a possible collision
with headlines, the positioning was defined
precisely.
«open your mind.» always appears in direct
relation to the logo and ends with a full stop «.».
The claim is only available in English, is always
spelt with a small letter and applied in smart
Courier Condensed.
The claim is always in white or black, depending
on the colour of the background. In order to
guarantee the readability of the writing, photos
have to be brightened up or darkened or an
appropriate part of the picture has to be
chosen.
2. Basic Design Elements - Stand 10/02
2.4 Group reference
German
smart – eine Marke von DaimlerChrysler
English (UK)
smart – a brand of DaimlerChrysler
English (US)
smart – a Brand of DaimlerChrysler
French
smart – une marque de DaimlerChrysler
Spanish
smart – una marca de DaimlerChrysler
Italian
smart – un marchio DaimlerChrysler
Dutch
smart – een merk van DaimlerChrysler
Danish
smart – er et DaimlerChrysler varemærke
Swedish
smart – ett varumärke inom DaimlerChrysler
Finnish
smart – DaimlerChryslerin automerkki
Arab
smart –
Greek
smart –
Norwegian
smart – et produkt fra DaimlerChrysler
Turkish
smart – Bir DaimlerChrysler markası
Slovenian
smart – znamka DaimlerChrysler
Slovakian
smart – znacka
DaimlerChrysler
ˇ spolocnosti
ˇ
Croatian
smart – dobra roba od DaimlerChrysler-a
Hungarian
smart – a DaimlerChrysler csoport tagja
Russian
smart –
Czech
smart – obchodní známka spolecnosti
DaimlerChrysler
ˇ
Polish
smart – marka DaimlerChrysler
Portugiese
smart – uma marca registada do Grupo DaimlerChrysler
The group reference worldwide.
The group reference is applied as listed here
above in the corresponding country language
with a dash and without a full stop.
2. Basic Design Elements - Stand 10/02
2.4 Group reference: Basics
open your mind.
open your mind.
open your mind.
open your mind.
open your mind.
open your mind.
Systematics of use.
The group reference appears in the form
shown above, in the appropriate language, with
a hyphen and without a period at the end.
In all other media, as for example in dealer
communications, sponsoring, TV, etc., no
group reference is used.*
The group reference should be used
exclusively in the following media:
* Exception for business equipment: But not
«A brand of DaimlerChrysler», rather, «A company of the DaimlerChrysler Group».
•
•
•
•
Classic advertisements
Literature
Infocenter at exhibits (not facade)
Loyalty and acquisition tools (sender), for
example, reply cards and mailouts
(booklets)
• Comin/Intranet
• Internet
2. Basic Design Elements - Stand 10/02
2.5 Standard formats
Large format, portrait,
195x297 mm
DIN long, adjusted,
portrait,
105x195 mm
Inlay for large format,
185x292 mm
Large format, landscape,
297x195 mm
Card format, portrait,
154x260 mm
Small format, landscape,
295x148,5 mm
Formats for literature and print media.
In general, different formats for print media
are possible depending on the task at hand.
As long as there are no product-dependent
and/or postal defaults (e.g. postcards),
the formats are always with two edges trimmed.
The selection of smart formats is illustrated
here.
2. Basic Design Elements - Stand 10/02
2.5 Standard formats
open your mind.
open your mind.
smart – eine Marke von DaimlerChrysler
DIN A4 landscape
smart – eine Marke von DaimlerChrysler
open your mind.
advertisement A4 portrait
open your mind.
smart – eine Marke von DaimlerChrysler
DIN A0 landscape
open your mind.
smart – eine Marke von DaimlerChrysler
advertisement A4 portrait
smart – eine Marke von DaimlerChrysler
DIN A4 landscape
The smart standard formats.
The standard formats illustrated here and on
the following pages are the design basis for the
integrated communication of smart.
white line. The smaller of the two areas is intended for images and its width and height can be
adjusted.
Various landscape and portrait formats are
available. They are illustrated here as examples
in the standardised Din (German industrial
standard) formats and can also be applied in
the «S»-formats (narrower Din format), which is
typical for smart.
In portrait format, this image area measures
no more than 1/3 of the total page height, in
landscape format no more than 1/4 of the total
page width. The smart logo takes the shape of
a label in all formats in the upper right edge.
In all formats, the page is surrounded by a
white frame and divided into two areas by a
The exact measurements for the different logo
sizes and frames in the different formats can be
found in the table at the end of this chapter.
2. Basic Design Elements - Stand 10/02
2.6 Formats, margins, sizes
Format
DIN
Frame
(y)
Line
Label width
Label margin
Font size
Claim
3364 x 2378 mm, L
18/1
60 mm
40.0 mm
630 mm
120 mm
226 pt
841 x 1189 mm, PL
A0
22 mm
15.4 mm
210 mm
44 mm
75.5 pt
594 x 841 mm, PL
A1
15 mm
10.7 mm
150 mm
30 mm
54 pt
420 x 594 mm, PL
A2
10 mm
7.5 mm
108 mm
20 mm
38.8 pt
297 x 420 mm, PL
A3
8 mm
5.0 mm
54 mm
16 mm
19.4 pt
210 x 297 mm, PL
A4
5 mm
3.7 mm
47 mm
10 mm
17 pt
148 x 210 mm, PL
A5
4 mm
2.5 mm
42 mm
8 mm
15 pt
105 x 148 mm, PL
A6
3 mm
1.7 mm
36 mm
6 mm
13 pt
185 x 297 mm, PL
S4
5 mm
3.7 mm
47 mm
10 mm
17 pt
185 x 148, L
S5
4 mm
2.5 mm
42 mm
8 mm
15 pt
420 x 297 mm, L
A3
8 mm
5.0 mm
54 mm
16 mm
19.4 pt
210 x 297 mm, P
A4
8 mm
3.7 mm
47 mm
16 mm
17 pt
Standard
Brochures
Advertisements
P=Portrait; L=Landscape
y
2x
y
2y
The definition for label and claim.
1x
2x
2x
The table shows the exact values for page
margins, line widths and logo sizes in the
permissible design formats. The given values
are compulsory defaults, which must not be
altered.
1,25x
1x
2x
open your mind.
y
The page format is given in millimetres and
in DIN. The column «page margin» defines the
width of the white margin (y), which surrounds
the motive. The width of the line, which divides
the two areas of the advert (z), is given in the
«Line» column. «Label width» determines the
width of the black labels on which the logo is
displayed. «Label margin» defines the margin
of the label to the white edge (2y).
2y
open your mind.
y
z
2. Basic Design Elements - Stand 10/02
2.6 Formats, margins, sizes
Format
DIN
Frame
Font Size
Margin
Margin from
(y)
Group reference
from below
right-hand-side (2y)
Standard
3364 x 2378 mm, L
18/1
60 m
120 – 150 pt
130 – 200 mm
120 mm
841 x 1189 mm, PL
A0
22 mm
28 – 38 pt
15 – 20 mm
44 mm
594 x 841 mm, PL
A1
15 mm
22 – 28 pt
15 – 20 mm
30 mm
420 x 594 mm, PL
A2
10 mm
16 – 20 pt
10 – 15 mm
20 mm
297 x 420 mm, PL
A3
8 mm
10 – 12 pt
8 mm
16 mm
210 x 297 mm, PL
A4
5 mm
8 – 10 pt
3 – 5 mm
10 mm
148 x 210 mm, PL
A5
4 mm
8 – 10 pt
3 – 5 mm
8 mm
105 x 148 mm, PL
A6
3 mm
8 – 10 pt
3 – 5 mm
6 mm
195 x 297 mm, PL
S4
5 mm
8 – 10 pt
3 – 5 mm
10 mm
195 x 148, L
S5
4 mm
8 – 10 pt
3 – 5 mm
8 mm
420 x 297 mm, L
A3
8 mm
10 – 12 pt
8 mm
16 mm
210 x 297 mm, P
A4
8 mm
8 – 10 pt
3 – 5 mm
16 mm
Brochures
Advertisements
P = Portrait; L = Landscape
y
2y
open your mind.
y
y
2y
z
y
Margins, line sizes of the group reference.
The font type and size for the group reference
are clearly defined and are adapted to the
continuous text. It is positioned in the lower
right corner (2y from the right border), level to
the right with the label logo and respecting the
defined minimum margin to the lower border.
The font type is smart Courier condensed.
The corporate notice is always in white or
black, depending on the colour of the background. In order to guarantee the readability of
the writing, photos have to be brightened up or
darkened or an appropriate part of the picture
has to be chosen.
2. Basic Design Elements - Stand 10/02
2.7 Colours
Logo colours
Company
colours
Decorative
colours
Offset Euroskala 4c
Daily newspaper
4c
RGB
> silver
Pantone 877c
black 45%
black 32%
R 46
G 47
B 48
> orange
Pantone 1235c
M 30%
M 22%
R 100
Y 100%
Y 100%
G 65
B 24
> black
100% black
C 60%
C 60%
R0
M 50%
M 50%
G0
Y 40%
Y 40%
B0
K 100%
K 100%
Logo colours.
The logo colours silver, orange and black communicate the brand attributes of value and
technology (silver), as well as sympathy, modernity and dynamism (orange). They represent the
positioning of smart.
page of the main smart catalogue. Orange
should rather be used in a reduced way as an
accent colour. In CMYK applications, the colour
silver should be replaced with a screened black.
(> page logo b/w in this chapter).
Silver is highly recommendable as a full-area
background, such as, for example, on the cover
The primary colours or logo colours are also
defined for four-colour use.
2. Basic Design Elements - Stand 10/02
2.7 Colour coding
Financing
Main colour: blue
Mobility
Main colour: red
Service
Main colour: green
Special
olive/petrol
The colour range at smart.
The colour ranges listed above are ment
as examples and can only be applied in the
group of themes defined for them. The
content of the «special» theme is not clearly
defined and can be used freely for all other
applications not covered by the above mentioned themes.
2. Basic Design Elements - Stand 10/02
2.8 Typography
smart courier
The smart typography.
Special font styles for smart.
Courier was developed in 1956 by Howard Kettler and quickly became a common typescript.
Even today it is installed on all computers and
data processing systems. It is a font that impresses by its radical simplicity and convinces
through its functionality and good readability.
Despite its neutrality it is independent and unique. Its special font styles, which were exclusively designed for smart, play a major part in the
differentiation and unique position of the smart
brand.
Four «Standard» and «Condensed» font styles
are available, which were created by revision
and further development of the classical Monospace Courier. In order to correspond to
smart positioning, smart Courier was extended
by a new medium style. There are no italic styles
in smart Courier. For this reason, italics should
be disregarded.
smart Courier is one of the typical formal characteristics of the smart brand. By creative and
sensitive application, the special characteristics of smart Courier can be made visible especially in communication. The font styles of
smart Courier Condensed are given preference
for all applications (literature, adverts.).
For HTML applications on the Internet, smart
Courier New can also be used. For GIF, TIF and
JPG formats, however, please use smart Courier
Condensed.
Font-dependent specific features (e.g. large
font character spacing and spaces between
sentences, words and characters) should be adjusted manually in order to optimise the typeface. Letter and line spacing are predefined and
are compulsory recommendations for all applications. Refer to the examples in order to
achieve an optimal typeface.
2. Basic Design Elements - Stand 10/02
2.8 Typography
smart cou rier
Underlining is permitted in principle for the
purpose of emphasis. Headings and subheadings are to be printed in smart Courier
bold. smart Courier extra bold and smart
Courier regular should be used only in exceptional cases which require a high level of
legibility at large distances, e. g. at trade
fairs.
The smart Courier type styles are used in all
high-end applications. For reasons of functionality, these styles are not available in the
IT system employed by smart gmbh and its
partners (smart Centers, component suppliers, etc.). The system Courier offered by
the system or Courier New is to be used for
daily office correspondence. This can be output by all printers in all systems without any
problems. As Courier New differs from smart
Courier in that it has rounded serif corners,
it must never be used for high-end purposes
and large-format applications. The original
smart Courier must always be supplied for
processing and plotting, as the System Courier will otherwise be printed automatically.
Note for agencies.
The smart Courier is supplied with this manual in the section Digital master copies.
Please use only the supplied type styles and
remove all other Courier styles from your system.
Please also note the following criteria regarding the production of texts.
smart Courier New can additionally be used
for HTML applications on the Internet. Please
use smart courier condensed in GIFs, TIFs
and JPGs, however.
2. Basic Design Elements - Stand 10/02
2.8 Overview of type styles
The quick brown fox jumps over the lazy dog.
smart Courier regular, type size 16pt/character width 3
The quick brown fox jumps over the lazy dog.
smart Courier medium, type size 16pt/character width 3
The quick brown fox jumps over the lazy dog.
smart Courier bold, type size 16pt/character width 3
The quick brown fox jumps over the lazy dog.
smart Courier extra bold, type size 16pt/character width 3
The quick brown fox jumps over the lazy dog.
smart Courier condensed regular, type size 16pt/character width 5
The quick brown fox jumps over the lazy dog.
smart Courier condensed medium, type size 16pt/character width 5
The quick brown fox jumps over the lazy dog.
smart Courier condensed bold, type size 16pt/character width 5
The quick brown fox jumps over the lazy dog.
smart Courier condensed extra bold ,type size 16pt/character width 5
The quick brown fox jumps over the lazy dog.
Courier New, type size 16pt, internet application
2. Basic Design Elements - Stand 10/02
2.8 Overview of type styles
smart courier regular
s m a rt
smart Courier regular, type size 33pt/character width 10
smart Courier regular, type size 130pt/character width 30
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig und aus-schließlich dazu,
die auf diesem Layout angegebene Schriftmenge und Schriftart
darzustellen. Es ist
aber völlig sinnlos, ihn zu lesen, da er, wie Sie
eben sehen können, eigentlich keinen Sinn ergibt.
smart Courier regular 6pt/5/9pt
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig und ausschließlich
dazu, die auf diesem Layout angegebene Schriftmenge
und Schriftart darzustellen. Es ist aber völlig sinnlos, ihn
zu lesen,
da er, wie Sie eben sehen können.
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig
und ausschließlich dazu, die auf diesem
Layout angegebene Schriftmenge und
Schriftart darzustellen. Es ist aber völlig
sinnlos, ihn zu lesen, da er, wie Sie eben
sehen können, eigentlich keinen Sinn
ergibt.
smart Courier regular 10pt/3/13pt
Page numbers, figures
smart Courier regular 7pt/5/10pt
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig und ausschließlich dazu, die auf diesem Layout angegebene Schriftmenge und Schriftart darzustellen. Es
ist aber völlig sinnlos, ihn zu lesen, da er, wie Sie
eben sehen können, eigentlich keinen Sinn ergibt.
smart Courier regular 8pt/5/11pt
18
smart Courier regular 72pt/0
19
smart Courier regular 18pt/0
20
smart Courier regular 14pt/0
21
smart Courier regular 10pt/0
22
smart Courier regular 7pt/0
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig und
ausschließlich dazu, die auf diesem Layout
angegebene Schriftmenge und Schriftart
darzustellen. Es ist aber völlig sinnlos, ihn
zu lesen, da er, wie Sie eben sehen können,
eigentlich keinen Sinn ergibt.
smart Courier regular 9pt/3/12pt
2. Basic Design Elements - Stand 10/02
2.8 Overview of type styles
smart courier c regular
smart
smart Courier condensed regular, type size 33pt/character width 15
smart Courier condensed regular, type size 130pt/characters width 30
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig und ausschließlich dazu, die
auf diesem Layout angegebene Schriftmenge und Schriftart darzustellen.
Es ist aber völlig sinnlos, ihn zu lesen, da er, wie Sie eben sehen können,
eigentlich keinen Sinn ergibt. erleichtert.
smart Courier condensed regular 6pt/8/9pt
Dieses ist ein Blindtext!
Dieses ist ein Blindtext!
Da er, wie Sie eben sehen können, eigentlich
keinen Sinn ergibt. Allerdings ergibt er
genau fünfhundertsiebzig Anschläge, was die
mühevolle Arbeit des Textauszählens enorm
erleichtert.
Dieses ist ein Blindtext. Er dient einzig und ausschließlich
dazu, die auf diesem Layout angegebene Schriftmenge und
Schriftart darzustellen. Es ist aber völlig sinnlos, ihn zu lesen,
da er, wie Sie eben sehen können, eigentlich keinen
smart Courier condensed regular 10pt/5/13pt
smart Courier condensed regular 7pt/8/10pt
18
Dieses ist ein Blindtext!
Sollten Sie sich dennoch die Mühe gemacht haben, ihn
zu lesen, so haben Sie jetzt eine kleine Idee bekommen
über Layout, Blindtext und Grafik. Vielen Dank für Ihre
Mühe und alles Gute. Dieses ist ein Blindtext. Er dient
einzig und ausschließlich dazu, die auf diesem Layout.
Page numbers, figures
smart Courier regular 72pt/0
19
smart Courier regular 18pt/0
20
smart Courier regular 14pt/0
21
smart Courier regular 10pt/0
22
smart Courier regular 7pt/0
smart Courier condensed regular 8pt/8/11pt
Dieses ist ein Blindtext!
Sollten Sie sich dennoch die Mühe gemacht haben,
ihn zu lesen, so haben Sie jetzt eine kleine Idee
bekommen über Layout, Blindtext und Grafik.
Vielen Dank für Ihre Mühe und alles Gute. Dieses
ist ein Blindtext.
smart Courier condensed regular 9pt/5/12pt
2. Basic Design Elements - Stand 10/02
2.8 Overview of type styles
smart courier medium
smart
smart Courier medium, type size 33pt/character width 8
smart Courier medium, type size 130pt/character width 20
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig und aus-schließlich dazu,
die auf diesem Layout angegebene Schriftmenge und Schriftart
darzustellen. Es ist aber völlig sinnlos, ihn zu lesen, da er, wie Sie
eben sehen können, eigentlich keinen Sinn ergibt.
smart Courier medium 6pt/5/9pt
Dieses ist ein Blindtext!
Sollten Sie sich dennoch die Mühe gemacht haben, ihn zu
lesen, so haben Sie jetzt eine kleine Idee bekommen über
Layout, Blindtext und Grafik. Vielen Dank für Ihre Mühe
und alles Gute.
Dieses ist ein Blindtext.
Dieses ist ein Blindtext!
Sollten Sie sich dennoch die Mühe
gemacht haben, ihn zu lesen, so haben
Sie jetzt eine kleine Idee bekommen über
Layout, Blindtext und Grafik. Vielen Dank
für Ihre Mühe und alles Gute. Dieses ist
ein Blindtext.
smart Courier medium 10pt/3/13pt
Page numbers, figures
smart Courier medium 7pt/5/10pt
Dieses ist ein Blindtext!
Es ist aber völlig sinnlos, ihn zu lesen, da er, wie
Sie eben sehen können, eigentlich keinen Sinn
ergibt. Allerdings ergibt er genau fünfhundertsiebzig Anschläge, was die mühevolle Arbeit des
Textauszählens enorm erleichtert.
smart Courier medium 8pt/5/11pt
18
smart Courier medium 72pt/-15
19
smart Courier medium 18pt/-15
20
smart Courier medium 14pt/-15
21
smart Courier medium 10pt/-15
22
smart Courier medium 7pt/-15
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig und
ausschließlich dazu, die auf diesem Layout
angegebene Schrift-menge und Schriftart
darzustellen.
Es ist aber völlig sinnlos, ihn zu lesen, da er,
wie Sie eben sehen können, eigentlich keinen
Sinn ergibt.
smart Courier medium 9pt/3/12pt
2. Basic Design Elements - Stand 10/02
2.8 Overview of type styles
smart courier c medium
smart
smart Courier condensed medium, type size 33pt/character width 17
smart Courier condensed medium, type size 130pt/character width 20
Dieser Text ist Blindtext!
Dieses ist ein Blindtext. Er dient einzig und ausschließlich dazu, die auf
diesem Layout angegebene Schriftmenge und Schriftart darzustellen. Es
ist aber völlig sinnlos, ihn zu lesen, da er, wie Sie eben sehen können,
eigentlich keinen Sinn ergibt.
smart Courier condensed medium 6pt/8/9pt
Dieser Text ist Blindtext!
Sollten Sie sich dennoch die Mühe gemacht haben, ihn zu lesen,
so haben Sie jetzt eine kleine Idee bekommen über Layout,
Blindtext und Grafik. Vielen Dank für Ihre Mühe und alles Gute.
Dieses ist ein Blindtext.
smart Courier condensed medium 7pt/8/10pt
Dieser Text ist Blindtext!
Dieses ist ein Blindtext. Er dient einzig und ausschließlich dazu, die auf diesem Layout angegebene
Schriftmenge und Schriftart darzustellen. Es ist aber
völlig sinnlos, ihn zu lesen, da er, wie Sie eben sehen
können, eigentlich keinen Sinn ergibt.
smart Courier condensed medium 8pt/8/11pt
Dieser Text ist Blindtext!
Dieses ist ein Blindtext. Er dient einzig und
ausschließlich dazu, die auf diesem Layout
angegebene Schriftmenge und Schriftart
darzustellen. Es ist aber völlig sinnlos, ihn
zu lesen, da er, wie Sie eben sehen können,
eigentlich keinen Sinn.
smart Courier condensed medium 10pt/5/13pt
Page numbers, figures
18
Courier condensed medium 72pt/25
19
Courier condensed medium 18pt/25
20
Courier condensed medium 14pt/25
21
Courier condensed medium 10pt/25
Dieser Text ist Blindtext!
Er dient einzig und ausschließlich dazu, die auf
diesem Layout angegebene Schriftmenge und
Schriftart darzustellen. Es ist aber völlig sinnlos,
ihn zu lesen, da er, wie Sie eben sehen können,
eigentlich keinen Sinn ergibt.
smart Courier condensed medium 9pt/5/12pt
22
Courier condensed medium 7pt/25
2. Basic Design Elements - Stand 10/02
2.8 Overview of type styles
smart courier bold
smart
smart Courier bold, type size 33pt/character width 8
smart Courier bold, type size 130pt/character width 20
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig und ausschließlich dazu, die auf diesem Layout angegebene
Schriftmenge und Schriftart darzustellen. Es ist aber
völlig sinnlos, ihn zu lesen, da er, wie Sie eben sehen
können, eigentlich keinen Sinn ergibt.
smart Courier bold 6pt/5/9pt
Dieses ist ein Blindtext!
Sollten Sie sich dennoch die Mühe gemacht haben,
ihn zu lesen, so haben Sie jetzt eine kleine Idee
bekommen über Layout, Blindtext und Grafik.
Vielen Dank für Ihre Mühe und alles Gute.
Dieses ist ein Blindtext.
smart Courier bold 7pt/5/10pt
Dieses ist ein Blindtext!
Er dient einzig und ausschließlich dazu,
die auf diesem Layout angegebene Schriftmenge und Schriftart darzustellen. Es ist
aber völlig sinnlos, ihn zu lesen, da er,
wie Sie eben sehen können, eigentlich
keinen Sinn ergibt.
smart Courier bold 8pt/5/11pt
Dieses ist ein Blindtext!
Er dient einzig und ausschließlich
dazu, die auf diesem Layout angegebene
Schriftmenge und Schriftart darzustellen. Es ist aber völlig sinnlos,
ihn zu lesen, da er, wie Sie eben sehen
können, eigentlich keinen Sinn ergibt.
Allerdings ergibt er genau.
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient
einzig und ausschließlich dazu,
die auf diesem Layout angegebene
Schriftmenge und Schriftart darzustellen. Es ist aber völlig
sinnlos, ihn zu lesen, da er, wie
Sie eben sehen können, eigentlich
keinen Sinn ergibt.
smart Courier bold 10pt/3/13pt
Page numbers, figures
18
Courier bold 72pt/-15
19
Courier bold 18pt/-15
20
Courier bold 14pt/-15
21
Courier bold 10pt/-15
22
Courier bold 7pt/-15
smart Courier bold 9pt/3/12pt
2. Basic Design Elements - Stand 10/02
2.8 Overview of type styles
s m a r t co u rie r c b old
smart
smart Courier condensed bold, type size 33pt/character width 25
smart Courier condensed bold, type size 130pt/character width 20
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig und ausschließlich dazu, die auf
diesem Layout angegebene Schriftmenge und Schriftart darzustellen. Es
ist aber völlig sinnlos, ihn zu lesen, da er, wie Sie eben sehen können,
eigentlich keinen Sinn ergibt.
smart Courier condensed bold 6pt/8/9pt
Dieses ist ein Blindtext!
Sollten Sie sich dennoch die Mühe gemacht haben, ihn zu
lesen, so haben Sie jetzt eine kleine Idee bekommen über
Layout, Blindtext und Grafik. Vielen Dank für Ihre Mühe und
alles Gute. Dieses ist ein Blindtext.
smart Courier condensed bold 7pt/8/10pt
Dieses ist ein Blindtext!
Er dient einzig und ausschließlich dazu, die auf diesem Layout angegebene Schriftmenge und Schriftart
darzustellen. Es ist aber völlig sinnlos, ihn zu lesen,
da er, wie Sie eben sehen können, eigentlich keinen
Sinn ergibt. Allerdings ergibt er genau fünfhundertsiebzig Anschläge, was die mühevolle Arbeit.
Dieses ist ein Blindtext!
Allerdings ergibt er genau fünfhundertsiebzig Anschläge, was die mühevolle Arbeit des
Textauszählens enorm erleichtert. Sollten Sie
sich dennoch die Mühe gemacht haben, ihn zu
lesen, so haben Sie jetzt eine kleine Idee
bekommen über Layout, Blindtext und Grafik.
smart Courier condensed bold 10pt/5/13pt
Page numbers, figures
18
Courier condensed bold 72pt/12
19
Courier condensed bold 18pt/12
20
Courier condensed bold 14pt/12
21
Courier condensed bold 10pt/12
22
Courier condensed bold 7pt/12
smart Courier condensed bold 8pt/8/11pt
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig und ausschließlich dazu, die auf diesem Layout angegebene Schriftmenge und Schriftart darzustellen. Es
ist aber völlig sinnlos, ihn zu lesen, da er, wie
Sie eben sehen können, eigentlich keinen Sinn.
smart Courier condensed bold 9pt/5/12pt
2. Basic Design Elements - Stand 10/02
2.8 Overview of type styles
smart courier x bold
smart Courier extra bold, type size 33pt/character width 8
smart
smart Courier extra bold, type size 130pt/character width 20
Dieses ist Blindtext!
Dieses ist ein Blindtext. Er dient einzig und ausschließlich dazu, die auf diesem Layout angegebene
Schriftmenge und Schriftart darzustellen. Es ist aber
völlig sinnlos, ihn zu lesen, da er, wie Sie eben sehen
können, eigentlich keinen Sinn ergibt.
smart Courier extra bold 6pt/5/9pt
Dieses ist Blindtext!
Es ist aber völlig sinnlos, ihn zu lesen, da er,
wie Sie eben sehen können, eigentlich keinen
Sinn ergibt. Allerdings ergibt er genau fünfhundertsiebzig Anschläge, was die mühevolle Arbeit
des Textauszählens enorm erleichtert.
Dieses ist ein Blindtext!
Es ist aber völlig sinnlos, ihn
zu lesen, da er, wie Sie eben sehen
können, eigentlich keinen Sinn
ergibt. Allerdings ergibt er genau
fünfhundertsiebzig Anschläge, was
die mühevolle Arbeit des Textauszählens enorm erleichtert.
smart Courier extra bold 10pt/3/13pt
Page numbers, figures
smart Courier extra bold 7pt/5/10pt
Dieses ist Blindtext!
Dieses ist ein Blindtext. Er dient einzig
und ausschließlich dazu, die auf diesem
Layout angegebene Schriftmenge und
Schriftart darzustellen. Es ist aber
völlig sinnlos, ihn zu lesen, da er, wie
Sie eben sehen können, eigentlich keinen
Sinn.
18
Courier extra bold 72pt/-15
19
Courier extra bold 18pt/-15
20
Courier extra bold 14pt/-15
21
Courier extra bold 10pt/-15
22
Courier extra bold 7pt/-15
smart Courier extra bold 8pt/5/11pt
Dieses ist ein Blindtext!
Er dient einzig und ausschließlich
dazu, die auf diesem Layout angegebene
Schriftmenge und Schriftart darzustellen. Es ist aber völlig sinnlos,
ihn zu lesen, da er, wie Sie eben sehen
können, eigentlich keinen Sinn
ergibt. Allerdings ergibt er genau.
smart Courier extra bold 9pt/3/12pt
2. Basic Design Elements - Stand 10/02
2.8 Overview of type styles
smart courier c x bold
smart Courier condensed extra bold, type size 33pt/character width 8
smart
smart Courier condensed extra bold, type size 130pt/character width 20
Dieses ist ein Blindtext!
Dieses ist ein Blindtext. Er dient einzig und ausschließlich dazu, die
auf diesem Layout angegebene Schriftmenge und Schriftart darzustellen.
Es ist aber völlig sinnlos, ihn zu lesen, da er, wie Sie eben sehen können, eigentlich keinen Sinn ergibt. Allerdings ergibt er genau.
smart Courier condensed bold 6pt/8/9pt
Dieses ist ein Blindtext!
Sollten Sie sich dennoch die Mühe gemacht haben, ihn zu
lesen, so haben Sie jetzt eine kleine Idee bekommen über
Layout, Blindtext und Grafik. Vielen Dank für Ihre Mühe und
alles Gute. Dieses ist ein Blindtext.
Dieses ist ein Blindtext!
Er dient einzig und ausschließlich dazu, die
auf diesem Layout angegebene Schriftmenge
und Schriftart darzustellen. Es ist aber völlig sinnlos, ihn zu lesen, da er, wie Sie eben
sehen können, eigentlich keinen Sinn ergibt.
smart Courier condensed bold 10pt/5/13pt
Page numbers, figures
smart Courier condensed bold 7pt/8/10pt
Dieses ist ein Blindtext!
Es ist aber völlig sinnlos, ihn zu lesen, da er, wie
Sie eben sehen können, eigentlich keinen Sinn ergibt.
Allerdings ergibt er genau fünfhundertsiebzig Anschläge, was die mühevolle Arbeit des Textauszählens
enorm erleichtert.
18
Courier extra bold 72pt/10
19
Courier extra bold 18pt/10
20
Courier extra bold 14pt/10
21
Courier extra bold 10pt/10
smart Courier condensed bold 8pt/8/11pt
Dieses ist ein Blindtext!
Er dient einzig und ausschließlich dazu, die
auf diesem Layout angegebene Schriftmenge und
Schriftart darzustellen. Es ist aber völlig sinnlos, ihn zu lesen, da er, wie Sie eben sehen können, eigentlich keinen Sinn ergibt.
smart Courier condensed bold 9pt/5/12pt
22
Courier extra bold 7pt/10
2. Basic Design Elements - Stand 10/02
2.9 Paper
Paper type
Grammage
Applications
Zanders mega matt
90g
advertising material
Zanders mega matt
100g
advertising material
Zanders mega matt
115g
advertising material
Zanders mega matt
135g
advertising material
Zanders mega matt
150g
advertising material
Zanders mega matt
170g
advertising material
Zanders mega matt
200g
advertising material
Zanders mega matt
250g
advertising material
Zanders mega matt
300g
advertising material
Plano Jet
90g
stationery
Plano Jet
300g
stationery
The definition for smart papers.
Two types of paper are available for smart
printed matters. It is differentiated between
paper types for advertising printed matters
and stationery. These papers are marked by a
high content of whiteness, are recyclable and
can currently be ordered and delivered anywhere in Europe.
The smart business supply is printed on bright
white, non-coated paper like PlanoJet. Business
cards on 300g/qm and sheets of writing paper
on 90g/qm. For brochures, printed matters and
other advertising printed matters, always use
the paper type Zanders Mega Matt in different
weights between 90 g/qmm and 300g/qm.
2. Basic Design Elements - Stand 10/02
2.10 smart visuals
The smart look
• puristic
›› not playful
• authentical
›› not played
• eye-catching
›› quickly decoded
• clear/graphical ›› sharp and clear
• modern
›› not stylish
The smart visuals.
The following visuals serve as guidelines
and inspiration for all creatives who want to
capture smart in pictures. They correspond to
the positioning of the brand and product.
The visuals of the smart models and special
edition lines are derived from the brand.
Regarding the presented pictures, please note
that it involves the «how» (=> Look) and not the
«what» (=> Content). They contain emotionally
fitting moods, but these are not to be viewed as
creative content, guiding concepts or key
visuals.
2. Basic Design Elements - Stand 10/02
2.10 city-coupé and cabrio
The world of smart city-coupé and cabrio.
Visuals for the city coupé are very similar
to smart brand visuals. The environment for
the city coupé, however, tends above all to be
urban; it is shown in its environment as a
normal component of everyday life.
tecture. Sunny lighting conditions, very
clear locations, free, generous proportions.
Modern but not outwardly trendy interiors and
exteriors. Very reduced colouring with few but
strong colour accents.
Blurriness of photos is not desired in any case.
Neither the background nor foreground may be
visibly unfocused.
Urbanity is deemphasized in visuals for the convertible. In its place, nature and experiencing
nature stand in the foreground when selecting
locations. The «cabrio feeling» should be visualized. A sunny lighting mood and the light and
open style that accompanies it contributes to a
«cabrio feeling».
The locations are very simple in form. Everyday
scenarios out of a simple world, but which are
upgraded by using highly formal graphics.
Urban environments, modern minimalist archi-
2. Basic Design Elements - Stand 10/02
2.10 roadster
The world of smart roadster.
The roadster visuals have a more sensual
emphasis, analogous to the positioning as
«the smart sports cart» and the core message
«sense the purity». A real, intensive driving
experience that one feels in the gut and that
is addictive; the visuals should communicate
exactly that.
Intensive colours represent the extroverted
and fun-oriented positioning of the roadster.
Perspective focus and the contrast between
sharp and unfocused express the roadster’s
non-conformity and dynamism. The locations
are purposely non-urban in order to emphasize
the escapist character. Avantgardist elements
reinforce the exclusivity.
The roadster coupé particularly accentuates
the hedonistic approach and appears stylish
and more luxurious.
2. Basic Design Elements - Stand 10/02
2.10 Illustrations
Use and style of smart illustrations.
Illustrations are used in various applications
in order to emphasize the modern and unconventional appearance of smart. The illustrations
serve to support the smart visual presentation
and are used primarily in the product literature
and communication.
Illustrations function as a loosening-up element
in connection with the visuals from smart.
Particularly with static pictorial contents such
as technical details, the colorful illustrations
appear lively.
These illustrations were prepared for smart.
They possess a very modern, large-area style,
and a pleasant, easily comprehended level of
abstraction. The illustrations playfully complete
the color world of smart.
2. Basic Design Elements - Stand 10/02
2.11 Spelling
Umbrella brand name
Model
Line
smart
city-coupé
pure
smart
city-coupé
pulse
smart
city-coupé
passion
smart
city-coupé
BRABUS
smart
cabrio
pure
smart
cabrio
pulse
smart
cabrio
passion
smart
cabrio
BRABUS
smart
crossblade
smart
roadster
smart
roadster
smart
roadster-coupé
smart
roadster-coupé
BRABUS
smart
new compact car*
*to be defined
BRABUS
The spelling of the smart brand name
and products.
There is the «smart» brand, and there is the
«smart» car. The term «city-coupé» is currently rarely used (the cars have no name), instead
you can often hear «I drive a smart».
With the introduction of the roadster and the
four-seater, smart has to become the umbrella
brand name. For this reason, naming of the
smart brand and the smart car must be carried
out separately, i.e. as of now, the term «smart»
only applies to the brand and «smart & pure»
etc. is no longer used.
Product names are intentionally kept general,
in order to emphasize the value of the umbrella
brand name. The target is a high identification
with the umbrella brand name and less dominant
product brands and cars within a clear hierarchy (customer commitment by moving up to
the next higher class).
«I drive a Mercedes» expresses a stronger
commitment to an umbrella brand name than
for example «I drive a Golf».
If possible, use the entire car name in connection with «smart». Car names and smart are
always spelt with a small letter, even without
«smart». Small letters for: smart, roadster,
crossblade, cabrio, city-coupé, roadster-coupé.
Please use respective spelling rules of your
country for general texts. BRABUS is always
capitalised.
2. Basic Design Elements - Stand 10/02
3. General Design Guidelines
Introduction to General Design Guidelines.
The general design guidelines define the use
of the basic design elements for the various
communication media. The core elements are
transferred to the requirements of classic advertising, literature, exhibitions, events, etc.
The general design guidelines make it possible
for you to synchronize your own communications measures with the brand design.
3. General Design Guidelines - Stand 10/02
3.1 Advertisements
open your mind.
open your mind.
Hier steht ein Blindtext
Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein
Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier
steht ein Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier steht ein
Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier
steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein
Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier steht ein Blindtext.
smart – eine Marke von DaimlerChrysler
Advertisement A4 Portrait
Advertisement A3 Landscape
open your mind.
open your mind.
Hier steht ein Blindtext hier steht ein Blindtext hier
steht ein Blindtext hier steht ein Blindtext hier steht
Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier steht ein
Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier steht
ein Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier
steht ein Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext
hier steht ein Blindtext.
smart – eine Marke von DaimlerChrysler
Advertisement A3 Landscape
The structure of smart advertisements.
smart is also an unconventional brand when it
comes to communication. In the print media,
however, smart follows a defined advertising
concept, which prescribes a precise partition
of the page for all formats. Hence, smart advertisements exist only in these variations.
Every smart advertisement is framed by a
white border. The page is divided by a white line
into a large area and a small strip. The precise
measurements for the borders and lines in the
various formats can be taken from the table in
the chapter standard formats.
Dividing the page creates two areas that are
planned for the use of photos. In the large area
of the advertisement, the smart advertising
concept plans for the use of only a single picture. In the smaller strip, a single photo or
several photos as a multipicture may be used.
In all advertisements, the smart logo stands as a
label in the upper right corner. The size of the
label is defined for all formats and may be found
as well in the table in the chapter standard formats. Please note that the outside border for all
advertisements must always have a width of 8
mm for production purposes.
3. General Design Guidelines - Stand 10/02
3.1 Advertisements with picture strip
open your mind.
open your mind.
Hier steht ein Blindtext hier steht ein Blindtext hier
steht ein Blindtext hier steht ein Blindtext hier steht
Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier steht ein
Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier steht
ein Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext hier
steht ein Blindtext. Hier steht ein Blindtext hier steht ein Blindtext. Hier steht ein Blindtext
hier steht ein Blindtext.
smart – eine Marke von DaimlerChrysler
Advertisement Landscape
Label position and appearance.
In the design of advertisements in which the
picture strip is on top, the label and photos
should not compete with each other in their
effect. Ensure during the layout of the photos
that the label does not cover important image
information and that the label does not destroy
the balance of the overall photography.
3. General Design Guidelines - Stand 10/02
3.1 Advertisement negative examples
open your mind.
open your mind.
>> Dies ist eine Blindtext Headline.
smart – eine Marke von DaimlerChrysler
Advertisement Landscape
open your mind.
open your mind.
>> Dies ist eine Blindtext Headline.
smart – eine Marke von DaimlerChrysler
Advertisement Portrait
Inadmissible image layout.
The smart label and photography may not compete with each other’s effect. Such and similar
image layout are therefore absolutely not
allowed.
3. General Design Guidelines - Stand 10/02
3.1 Advertisement negative examples
open your mind.
open your mind.
open your mind.
smart – eine Marke von DaimlerChrysler
smart – eine Marke von DaimlerChrysler
Advertisement A3 Landscape
Advertisement A4 Portrait
open your mind.
open your mind.
open your mind.
smart – eine Marke von DaimlerChrysler
smart – eine Marke von DaimlerChrysler
Advertisement A4 Portrait
Advertisement A3 Landscape
Inadmissible layouts.
These and similar advertisement layouts do
not follow the smart design principles. When
using the design guidelines, pay attention in
particular to the precise adherence to given
measures and proportions, the correct positioning of the label and a correct use of the white
border.
Avoid the typical mistakes in your design. The
smart logo is always placed in a fixed, defined
position and is under no circumstance to be
placed at any other position on the page. The
division of the page is unambiguously designated as well. All other divisions appear unproportional and are incorrect. The size and position of the multipicture strip are designated in
the definitions for page divisions as well. The
white dividing lines always create a border
around the page and separate the multipicture
and colour areas. The thickness of the white
lines is defined and may not be changed at will.
3. General Design Guidelines - Stand 10/02
3.2 Product literature
open your mind.
open your mind.
open your mind.
open your mind.
smart – eine Marke von DaimlerChrysler
Brochure title S4 Landscape
smart – eine Marke von DaimlerChrysler
Brochure title S4 Portrait
open your mind.
open your mind.
open your mind.
open your mind.
smart – eine Marke von DaimlerChrysler
smart – eine Marke von DaimlerChrysler
Brochure title S5 Landscape
Brochure title S4 Landscape
The smart cover page concept.
The design of brochure covers is defined by the
smart cover page concept. It is closely related
to the described standard formats. Here, the
page is also surrounded by a white frame for all
formats and divided into two areas by a white
line. For all brochure covers, the smart logo can
also be found as label in the upper right corner.
For the larger area, the smart cover page concept includes a full colour content in a defined
metallic tone (> see page metallic colours). The
smaller strip contains a single image.
The image must not necessarily show a smart.
The colour selection of the image should match
the selected metallic tone.
The type size of the brochure title corresponds
to the size of the claim. The type to be used is
smart Courier bold condensed.
The exact measurements for margins and lines
in the various formats can be found in the table
in the chapter standard formats.
3. General Design Guidelines - Stand 10/02
3.2 Product literature
Layout inside
Layout inside
The smart product literature inside.
The smart product literature also contains the
typical design grid, but it can be interpreted
more freely. The emphasized usage of smart
Courier Condensed stresses the relevance of
typography within the market identity of smart.
The defined typographical preferences for lead
and margins also apply to literature. The smart
label is not used for the interior pages of the
brochures.
3. General Design Guidelines - Stand 10/02
3.2 Product literature
Layout inside
Layout inside
Layout inside
3. General Design Guidelines - Stand 10/02
3.2 Product literature
Layout inside
Layout inside
Layout inside
3. General Design Guidelines - Stand 10/02
3.2 Example Direct Mailing
smart – eine Marke von DaimlerChrysler
Postcard DIN A5 (Reply Card)
smart – eine Marke von DaimlerChrysler
Folder DIN A4 (Card Carrier)
3. General Design Guidelines - Stand 10/02
3.2 Layout screening
4mm
12mm
3mm
5mm
5mm
Layout screening show flyer
4mm
12mm
7mm
4mm
5mm
7mm
Layout screening product literature
3,5mm
The layout screening of product literature.
On principle, all standard formats can be
applied as illustrated. When using formats in
which the printer’s flower is located at the
upper page margin, a harmonious positioning of
the image below the label is crucial.
3. General Design Guidelines - Stand 10/02
3.2 Colour coding
Metallic colours
Main catalogue
Main colour: silver
Show flyer
Main colour: light green
Cabrio catalogue
Main colour: orange
Metallic colours in product literature.
The different worlds of colour ensure a clear
separation of the different areas according to
their subject. When designing brochure covers,
the worlds of colour, which were defined for all
areas, serve as guideline (> chapter 2.7,
colours).
In product literature, metallic colours are
always used for the different subjects. For
designing special editions, no colours are
defined. In these cases, the metallic tones are
derived from the colour defaults of the special
edition. The following pages contain colour
samples for Pantone, 4C-Euroskala and metallic
colours.
Parallel to the product literature, the illustrated
colour coding is also used for supplier communication, whereas metallic tones are completely
discarded in this case.
3. General Design Guidelines - Stand 10/02
3.2 Colour coding
Metallic colours
Technical literature
Main colour: copper
Financing
Main colour: blue
Parts/Accessories
Main colour: light blue
Mobility
Main colour: red
city-coupé catalogue
Main colour: gold
Service
Main colour: green
Special
olive/petrol
3. General Design Guidelines - Stand 10/02
3.3 e-Marketing
smart - a brand of DaimlerChrysler
smart in the net.
The digital design and the brand appearance in
the Internet are important elements of integrated communication. Hence, the use of the logo
and the digital design follow the general standard format for communication. The colour bar
with the logo and the navigation characterizes
the brand. The coloring is bright, friendly and
modern; the orange in the logo can be used as
an accent colour.
Headings, navigation fields and special notices
as images will use our house typeface smart
Courier Condensed. For flowing text, always use
the system typeface Courier New. This digital
design format applies to all uses of smart on
Inter- and Intranets. The graphic content and
colors within may vary, of course.
3. General Design Guidelines - Stand 10/02
3.4 Stationery
General information to the smart stationery.
As with the corporate design, the visual appearance in the internal and external business
correspondence is reduced and functional.
Finished artwork in color is available for letterhead, labels, business cards and envelopes as
printing templates for blank documents. All
fixed content, positions and sizes are defined in
the templates. All necessary sender information
is automatically printed into the preprinted
letterhead, together with text blocks that may
be freely formulated. Smart Courier Condensed
is used exclusively in the various type styles.
The finished artwork, data and Word templates
may be obtained from the Communication Manager in your country.
3. General Design Guidelines - Stand 10/02
3.4 Letter
3. General Design Guidelines - Stand 10/02
3.4 Letter measured
Type sizes:
7,5 pt / LS 9 pt
10 pt / LS 13,5 pt
3. General Design Guidelines - Stand 10/02
3.4 Facsimile
3. General Design Guidelines - Stand 10/02
3.4 Facsimile measured
Type sizes:
7,5 pt / LS 9 pt
10 pt / LS 13,5 pt
3. General Design Guidelines - Stand 10/02
3.4 Business card
43
14,5
7
Type size:
7 pt / LS 8 pt
Type size:
7 pt / LS 8 pt
3. General Design Guidelines - Stand 10/02
3.5 Presentations
Powerpoint templates.
PowerPoint presentations, both internal and
external, are a frequent and important media
for communication. The fixed content, positions,
sizes and colors are also laid out in the templates.
3. General Design Guidelines - Stand 10/02
3.6 Press kit
Masterfiles for the press kit.
Quark XPress templates are available for use
for press packets. Current press packets for
various models or exhibition themes may also
be found in comin smart, sds, under Specific
Design Guidelines.
3. General Design Guidelines - Stand 10/02
3.7 Car labeling
smart center Musterortschaft, Tel.012 123 23 23
The labeling of cars.
Do not label a smart by placing the smart logo
on the door. The design of smart is so noticeable that a smart logo simply appears out of
place. The brand name smart and the name of
the sales dealership should be placed on the
door only in smart Courier condensed extra
bold. Avoid word combinations with the smart
logo. smart Center or smart Satellite should be
written only in Courier condensed extra bold –
also on the license plate holder.
3. General Design Guidelines - Stand 10/02
3.7 Address stickers
smart Center Stuttgart
West Leonberg
Musterallee 120
70110 Stuttgart
Tel 0711.455 367
Fax 0711.455 368
Line only meant as
format limitation!
smart Center Stuttgart
West Leonberg
Musterallee 120
70110 Stuttgart
Tel 0711.455 367
Fax 0711.455 368
Address stickers on the cars.
When designing your address stickers, orient
yourself to the example shown above. For longer
smart Center descriptions (exact location
names or additional information), a two-line
design is possible. It should follow a sensible
line breakpoint and should hold to the presented proportions. The typeface size is the
same for all words; there is no typographical
accentuation. smart Center addresses can be
printed in matt black or white adhesive film letters, or also as a screen-print on transparent
film, depending on the base colour of the car.
The minimum type size is 50 points and the
maximum type size 60 points, with both set at
normal horizontal scale. The font used is smart
Courier regular; for the smart Center description use smart Courier Bold. Line spacing is 55
points.
3. General Design Guidelines - Stand 10/02
3.7 Negative examples
Car labeling with the smart logo.
On the street, smart appears unconventional. Its unique design is unlike any other
automobile. Its unusual design and uniqueness
characterize the brand and relay its values to
the observer. Labeling in the form of text or
graphics should therefore be very subtle and
reserved in accordance with the definitions.
The smart logo in particular is placed by the
factory in exactly the place it best fits the
smart. Labeling as shown above is an absolute
«no-no».
3. General Design Guidelines - Stand 10/02
3.8 Architecture
smart interior and exterior design.
smart is not only an unusual car. smart is a
strong brand with a totally individual identity –
flexible, open, innovative, clear, appealing.
The customer should experience this philosophy
at the point of sale. As a helpline for organizational questions and above all as a guideline for
an Europe-wide «smart», and at the same
time uniform, design of showrooms, the Interior
Design Manual presents the possibilities for a
showroom that conforms to corporate design.
3. General Design Guidelines - Stand 10/02
3.8 Architecture
The architecture of the smart Centers.
The architecture of the smart Centers corresponds to the smart philosophy: A clear
design independent of contemporary trends
has deliberately been chosen. The architectural design supports the presentation of the
brand and product at the Center without
imposing its presence. Despite this reserve,
the Centers are nevertheless distinctive
and characteristic. Their appearance is
characteristic by the polygonal ground plan
of the showroom. The highly original use of
colour also ensures high recognition value
on the retrofits.
3. General Design Guidelines - Stand 10/02
3.8 The guidance and orientation system
The guidance system at the smart Centers.
The guidance system at the smart Centers
comprises the outside signs indicating the
various areas such as service desk, repair shop
and showroom, and the signs inside the smart
Center. The latter help customers to find their
bearings in the sales and showroom area. All
signs conform to the same reduced design,
exclusively featuring various styles of the
smart Courier type, direction arrows with
rounded corners and, in the entrance area,
pictograms indicating the route directions.
3. General Design Guidelines - Stand 10/02