The logo consists of the word brand and the horse symbol. The word brand creates a friendly and easily recognizable appearance. The characteristic ligature of the letters C and O and the harmony of the characters ensure ease of use and increased legibility. The horse symbol stands for the longstanding tradition of the Continental brand. Its origin dates back to the first product for which the company took out a trademark – hoof buffers for horses. The horse appears dynamic and powerful, conveying the impression of speed and agility.

Overview of logo variants


Examples of use:

  • Global brand management
  • for identifying the company
  • Corporate publications
  • Building identification
  • Product identification
Logo with tagline

Examples of use:

  • Advertisements, print and online
  • Merchandising items
  • Advertising banners
  • Advertising and sponsor walls and roll-ups
  • Films and animated sequences
Stand-alone symbol

Examples of use include:

  • Round advertising spaces that do not allow the actual logo to be used
  • Merchandising items


The logo and quality seal are always used in the various media in such a way that they are clearly recognizable and always appear in the same position. This means that the sender “Continental” is always immediately recognizable and an unmistakable impression is created.

Protected space

The logo always appears with a free space around it (spacer), the so-called protected space. The protected space gives the logo room to enhance its visibility and impact. Use of the logo without this spacer is not permitted. The height or width of the margin (1x) is half the height of the logo (2x). As a rule, the logo appears (e.g. on title pages) on the quality seal. The width of the quality seal is equal to the width of the logo, including the free space. The height of the quality seal is equal to the height of the logo plus 2x. The logo is placed in the lower part of the quality seal.

Logo with tagline
Logo on the quality seal in the layout grid
Stand-alone symbol

Positioning and size

Print media

The quality seal, which contains the logo, is always placed in the upper left corner of the respective format for print media. In doing so, it overlays the white frame around the communication area provided by the layout principle.

White frame

The Quality Seal is generally used on all materials intended for communication and image promotion. The dimensions of the frame are based on the value x, as are those of the quality seal. The surrounding frame is always 1 x wide. The value x thus depends on the respective format.

Further information

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

Size specifications for different formats.

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


The dimensions of the logo and the quality seal are the same for use in desktop and tablet applications. The distance from the page margin changes in line with the page width. The quality seal is left-aligned to the left column.

All information on how to use the logo for web applications can be found in the Guideline for Online Media.

Cell phone

For mobile devices, the logo is used instead of the quality seal. It is placed on a strip that occupies 100% of the width.


The logo is used exclusively in one of the four corporate colors, depending on the medium and application. Where this is not possible, an alternative black and white version is available.

Main area of application
Black and white applications

Don’ts Logo

The use of our logo follows clear rules. There is never any risk of misunderstandings or incorrect use. Here are some examples that illustrate how the logo should not be used at all.

The logo must not be compressed, expanded or distorted.

The individual components of the logo and their proportions may not be modified or removed.

The logo may not be used in extract form.

No other colors may be used except the specified ones.

The logo must not be placed on images, colored backgrounds or gradients.

The logo must not appear on a margin or drop shadow.

Best Practice