10. Typography: Subheadline Principle A. The integrated subheadline (principle 1) is the standard solution for ads and online banners, for example. The subheadline size corresponds to the body copy size, which is defined for each format. The body copy sizes remain constant and are specified in the existing BDS guidelines. Principle 1: Subheadline is integrated in body copy and highlighted B. The dynamic subheadline (principle 2) is the standard solution for posters, for example. The subheadline size here corresponds to 40% of the given headline size. Principle 2: Subheadline grows proportionally with the headline Example with larger headline LS = line spacing HS = headline size SHL = subheadline size Published August 2015, Rev. 10 Mercedes-Benz Brand Communication Standards l Page 37