Daimler standardizes new emblem
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• At the 1967 National and British coach rallies, Black and White Motorways' Plaxton-bodied Daimler Roadliner—which was voted "Coach of the Year"—bore a new version of the traditional Daimler emblem. This modern design has subsequently become the standard badge for fitment to Daimler buses and coaches.
Daimler products have, since the earliest days of the motor industry, been identified by the "Daimler scroll" lettering and /or the famous "fluted" radiator design.
Since the introduction of the modern underfloor and rear-engined design of vehicle, the radiator has disappeared "into" the vehicle. Daimler Transport Vehicles Ltd., has nevertheless continued to retain both features in the emblems fitted to the front of Daimler p.s.v. models.
The first of the these new emblems was evolved for the under-floor-engined Freeline model of the 1950s, and later used on the rear-engined Fleetline model introduced in 1960.
Maintaining harmony with the evolution of body styles Daimler restyled its name plaque so that in the mid-1960s, as available space for locating the company motif had decreased, the plaque became smaller.
The latest emblem is even more compact, the renowned "flutes" are retained, and the Daimler lettering has been modified by use of clean, modern, easy-to-read typeface. This 1968 style of motif is shown in the accompanying picture of a new Coventry Corporation Transport Fleetline with one-man operation bodywork by Eastern Coachworks.