Design principle

Continental uses a simple layout principle that involves a communication area surrounded by a white frame. It defines the design area, the size of which depends on the format. The Quality Seal containing the logo is always placed in the top left corner of the respective format and overlays the white frame.


Basic idea/principle

The overriding principle is layout flexibility in order to be able to implement as much content and media as possible. Certain proportions within a defined design grid apply here. For example, images and surfaces can be used in a wide variety of proportions and combinations.

Full screen layout

In order to give content the largest possible space for impact, the full-screen layout can be used. The white frame and the quality seal are the only corporate design elements apart from the font.

Size specifications for different formats.

This table contains the exact details on how to use the layout principle in print applications.

Split layout

In the split layout, the group sectors design the color area below the image element in either Continental silver, black or white.


Handling the logo/quality seal

Continental uses a simple layout principle that involves a communication area surrounded by a white frame. It defines the design area, the size of which depends on the format. The Quality Seal containing the logo is always placed in the top left corner of the respective format and overlays the white frame.

Further information

For more information on the placement of the logo on other formats, see the Print Media manual under Guidelines.


Use of fonts

To ensure the optimal use of typographic elements, observe the following: Font sizes and line spacing must be correct, the correct kerning must be selected for each font size, and only the specified fonts must be used.

Typography principles

Headlines

As the defining typographic hallmark of the brand, primary, emotive headlines are set in at least font size 14 pt, usually in Continental black or yellow and always in the Continental Stag Sans font.

Split Headline

In order to address two different aspects, for example, the headline can also be separated visually or by color into two parts. The first part is then in Continental yellow, the second in Continental black.

Intro Text

After the headline, an intro text leads into the article. The font size is between 12 and 14 pt and is larger than for the copy text. The intro text in Continental Stag Sans is set in Continental black, flush left and rag right.

Copy Text

The copy text follows after the headline and the intro text. The font size is between 9 and 12 pt and is always smaller than for the intro text. The copy text is set in Stag Sans font, Continental black, flush left, and rag right.


Content and layout

The typography, color system and design principle offer a lot of flexibility. This is ensured, among other things, by a two- or three-column layout, integration of large images and graphics, and color accents for headlines and subheadings.


Best Practice