Print Media
Use of printed media continues to be relevant, even as digitalization progresses. Brochures, flyers and billboards are used specifically when digital methods are not the best option. This guideline contains everything you could need to know about the layout for all standard DIN formats, advertising formats, posters and banners.
Brochures and flyers
Brochures are primarily used in marketing communication. These are generally bound media with multiple pages that offer plenty of space for communication. Flyers are shorter and more to the point, with information on the front and reverse sides.
Formats
The flexible layout principle uses specific proportions within a defined design grid. This system is versatile and well suited to a wide range of content types. Images and text can be used in a number of different proportions and combinations.
The “communication field” is either in Continental silver, Continental black or Continental white, depending on the business unit.
Format templates
Predefined templates are available for all common international formats. The basic layout grid has already been created, so that only the communication messages need to be added.
Templates for common portrait formats in DIN A4, DIN A5, DIN A6 and DIN long are available to download.
Templates for common landscape formats in DIN A4, DIN A5, DIN A6 and DIN long are available to download.
Text
Brochures and flyers are intended to draw attention that goes beyond a purely informational level. In addition to eye-catching images, the use of text therefore also plays an important role: the type design for the headline is large and distinctive, and messages are understood at a glance.
In general, headlines and sub-headlines are set in the Medium and Light styles on title pages. As for colors, Continental black, Continental white or Continental yellow are used. If there is running text on the title page, this must be left-justified within the communication field in the baseline grid.
The running text is positioned within the defined print area and should always be positioned on the baseline grid. Headers and page numbers have a defined position outside of the print area, but are positioned on the baseline grid.
Print area and grid
Continental uses a flexible grid system. It can be adapted to all formats and gives printed media consistency. When creating a new medium, it is advisable to use the settings of the corresponding InDesign template.
Use of a flexible system that is based on a grid made up of 12 columns allows for the greatest possible freedom when it comes to design. The columns can be divided into two, three or four columns of text in any format, so that it is possible to adapt to a wide range of content requirements.
Advertisements
Advertisements, such as company presence, product advertising or job ads, must send clear images. The design should therefore be as simple as possible.
Content and layout
The design of an advertisement or a billboard must therefore be eye-catching and easy to understand. Particular attention should therefore be paid to ensuring that the messages are concise. The sample layouts show how the title structure and other elements of the text can be used.
Certain elements are assigned to predefined positions for all advertisements. No changes may be made to these predefined elements. The variable elements must be positioned as shown in the image above. If this is not possible – because a heading or the copy is too long, for example – the variable elements can be modified.
The design for advertisements is similar to that of title pages for A4 brochures.
Posters and banners
Posters and banners are particularly effective in situations where the viewer has little time to perceive the message. They are therefore particularly eye-catching with respect to their design.
The design for posters is similar to that of title pages for A4 brochures.
Banner design
When designing banners on which only the logo is visible, it must be ensured that this is positioned centrally and is as large as possible, and that the necessary empty space is taken into account. The black logo on a yellow background must be used here.
If the banner is not too narrow, quality seals and a white border may be used. If only the logo appears in the banner, the required empty space must be observed and the logo positioned in the center of the banner.
In the case of a long, low banner, the tagline may be left out. The empty space may be reduced to ½ x in order to make room for both the tagline and the logo.
Product information sheets
We use a flexible design system for our product information sheets, which allows a range of content to be used and the respective requirements to be met.
Two options are available for the front side of product information sheets – one with an image and one without.
The layout system is based on the title page layout for A4 brochures.
Newsletter
A flexible design system is used for newsletters that allows a range of content to be used while complying with the respective requirements.
The layout system for newsletters is based on the title page layout for A4 brochures. The header image may be swapped out. The layout of elements in the header may not be changed. The editorial image may be swapped out. There are three alternative inner pages, which vary with respect to the length of the articles and the size of the images. The articles are separated from one another by a horizontal line. Text can only be set across three columns. Images can also be set across two or three columns. Likewise, headlines can also be set across two or three columns.
Alternatively, a newsletter can also be created using the NICE tool. A mailing list should first be applied here, and modules can then be used to create a newsletter document.
Furthermore, internal newsletters should be designed and sent via the intranet. Please speak to the Intranet Council about this to have the intranet newsletter tool set up for you.
Greeting cards
Invitation and greeting cards are created in DIN long format.
The copy is left-justified within the communication field in the baseline grid. The spacing outside the margin for the DIN long format is 6.75 mm to the left edge of the page and 6.75 mm to the upper edge of the page in the baseline grid.
Structure
The design of invitation and greeting cards is based on that of brochures in the DIN long landscape format.
To ensure consistency between the title page and the back cover, the back cover must be kept in Continental yellow whenever possible. In exceptional cases, Continental silver, Continental black or Continental white may be used instead.
eCard-Tool
Continental employees may also use the eCard tool to send digital greetings.
Awards and certificates
The design for awards and certificates is similar to that of title pages for brochures.
Layout
The upper margin for the A4 format is 8.25 mm (distance from the upper edge of the page in the baseline grid).
In exceptional cases, the copy is centered within the communication field in the baseline grid.
Additional logos are placed in the lower space on the page or between the heading and the copy. Placement at the end of the page is recommended.
The documents and certificates should have a simple yet striking design. The text must be clearly structured and as short as possible.