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By trading under the new name Daimler AG (formerly DaimlerChrysler AG) the company has opened a new chapter in its history. The new corporate design is a visual expression of this new beginning. Dispensing with any additional decoration the positive setting of the name Daimler communicates a succinct, recognizable identity. Micro-typographic individualization lends this symbol character and style. It asserts itself on a frameless background with confidence and a positive setting. Independent design elements such as the use of colors on the entire surface give profile to the overall picture, the selective reduction of colors avoids a lack of distinction and conveys stance. A generous presence of white as the primary color endows context and identity to all creative information media.