The new corporate logo is the visual expression of the essence of Daimler AG. It stands for a company that is forward-looking, innovative and modern and that is aware of its origins and grand tradition. We developed the company logo in collaboration with international typography office Underware. The font imitates writing created using a pointed dip pen (just like the corporate A). This imparts a sense of elegance, classiness and style to the brand. The contrast between the thin and thick strokes of the letters is smaller than with traditional dip pens and is thus more modern and timeless. The serifs have asymetrical corners and are round in shape. This implies drive and character.