In late 1987 it was no less than Günter Gerhard Lange who cast a final critical eye over Weidemann’s type trilogy Corporate ASE (Antiqua, Sans, Egyptian). He recommended reducing the weight of the Egyptian serifs, and harmonised the three alphabets formally and aesthetically to make the typeface “sparkle”.


Weidemann’s Corporate font family became the basis for the corporate design of Daimler-Benz

The Mercedes corporate font is neutral, static and very easily read, conceived with economy in mind (an important consideration for a company that spends millions on printing every year). It nevertheless bears the distinctive signature of its designer Weidemann, who is an outspoken opponent of anything too polished.