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Mercedes clarifies charge for font

Mercedes-Benz has moved to dampen disquiet over the reproduction of its fonts for marketing materials to meet its corporate identity (CI).

One franchised Mercedes-Benz dealer complained that it was costing the design company it had hired £1,425 to download Daimler’s Corporate ASE font.

However, a spokesman for Mercedes-Benz said the €1,800 (£1,425) charge was for the license to all of Daimler’s corporate fonts.

He said: “Our fonts are available to buy from €60 (£48) each, and that often includes a number of font weights.

“In most cases, this cost is passed directly on to the client as part of the design brief.

“We only prescribe the use of seven fonts, and not all of those are needed in every application.

“The €1,800 fee is certainly not necessary for producing banners or most of our materials.”

He advised dealers that were confused on the issue to contact Mercedes-Benz’s CI hotline for free advice or follow the guidance on its CI website.

Mercedes-Benz does not demand that its dealers use specific agencies for design work as long as the CI standards are met.

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