Print Media
Everything is going more digital, even at Continental. Nevertheless, print media will continue to have an important place in our communications. For example, brochures, flyers and posters will always be used when digital is not the most effective choice. This guideline contains all the necessary layout information for all common DIN formats, ad formats, posters and banners.
Brochures
We mainly use brochures in marketing communication. These are usually bound, multi-page media with appropriate space. Shorter and more concise are flyers that convey information on the front and back.
DIN A4 front cover, portrait – Sample designs.
The flexible layout principle is based on specific proportions within a defined design grid. This system is versatile enough to respond to various kinds of content. For example, images and surfaces can be used in various proportions and combinations.
The “Communication area” is either Continental Silver, Black or White depending on the respective busines area.
- More on the topic color system
- More on the topic design principle
Formats
The Continental corporate design can be applied to all common international formats and there are ready-made templates for many variants. This means you can focus directly on the message you want to communicate, knowing that the basic layout and template is already in place.
Templates for the common portrait formats in DIN A4, DIN A5, DIN A6 as well as DIN Long are available to download.
Templates for the common landscape formats in DIN A4, DIN A5, DIN A6 as well as DIN Long are available to download.
Content and layout
The flexible layout principle is based on specific proportions within a defined design grid. This system is versatile enough to suit a wide variety of content types. For example, images and surfaces can be used in a wide variety of proportions and combinations. The “communication area” is either in Continental silver, black or white.
Size specifications for different formats.
Under menu item “Formats” you will find the exact details on how to use the split layout in different formats.
Typography
Brochures and flyers are intended to generate attention beyond the purely informational level. In addition to attention-grabbing images, the way lettering is used therefore plays an important role: the type design of the headline is large and concise, so that messages are immediately grasped.
As a rule, headlines and sub-headlines on title pages are set in the Medium and Light type faces. The colors used are Continental black, Continental white or Continental yellow. If there is body text on the title page, it must be left-aligned within the communication area in the baseline grid.
- Further information on typography
Body text is placed within the specified print area and should always be aligned with the baseline grid. Headers and page numbers have a defined position outside the print area, but are aligned with the baseline grid.
Print area and dot grid
Continental uses a flexible grid system. It adapts to all formats and gives consistency to our print media. When creating a new medium, please follow the settings of the corresponding InDesign templates.
Our flexible system is based on a grid of twelve columns – this gives you the greatest possible freedom in design. It can be divided into two, three or four columns of text, allowing it to be adapted to a wide range of content requirements.
Ads and posters
Ads and posters are media that are particularly impactful when the viewer only sees the material for a short time. They therefore have a particularly striking design.
Content and layout
The design of a poster must be eye-catching and easily understandable. For this reason, special care should be taken to ensure that messages are kept concise. The sample poster layouts show how the heading system and other text elements can be used.
Certain elements are assigned fixed positions in all displays. These specified elements must not be changed. The variable elements must be positioned as shown in the figure on the right. If this is not possible, e.g. because a heading or the copy text is too long, the variable elements can be modified.
Ad and poster templates
The layout system is based on the cover layout for A4 brochures. For detailed information on the sizes of logo and quality seal, information on typography as well as the definition of frame size and heights please see the manual Basic elements.
- More on the topic Logo and Quality Seal
- More on the topic color system
- More on the topic design principle
Print areas for advertisements are always delimited from the surrounding area with a black or gray (Continental Gray 2) frame line. Independent of the size of the advertisement, the line thickness is always 0.5 pt. This applies to print areas for advertisements placed in the middle of the format, as well as to corner section advertisements and ads that are smaller than the page format.
Banners
For banners containing only the logo, make sure this is centrally positioned and as large as possible, and allow for the necessary free space around it. Use the black logo on yellow background.
If the banner is not too narrow, the quality seal and a white border can be used. If only the logo appears in the banner, the required free space must be maintained and the logo must be centered on the banner.
On long, low banners, the tagline may be omitted. The free space can be reduced to ½ x in order to display the tagline and logo at the same time.
Product sheets
A flexible design system is used for our product sheets, making it possible to use different content and meet the respective requirements.
Two alternatives are available for the front of data sheets, one with and one without an image.
The layout system is based on the cover layout for A4 brochures. For detailed information on the sizes of logo and quality seal, information on typography as well as the definition of frame size and heights please see the manual Basic elements.
- More on the topic Logo and Quality Seal
- More on the topic color system
- More on the topic design principle
Newsletter
A flexible design system is used for newsletters, allowing different content to be used while still complying with the respective requirements.
The layout system for newsletters is based on the title layout for A4 brochures. The header image can be replaced. The layout of elements in the header must not be changed. The editorial image can be replaced. There are three alternative inside pages, which differ in terms of the length of the articles and the size of the images. The articles are separated from each other by a horizontal line. The text may only be set in 3 columns. The image can also be arranged over 2 or 3 columns. Headings can also be set in 2 or 3 columns.
Other newsletter formats
Alternatively, a newsletter can also be created using the NICE tool. First, a distribution list should be created and then a newsletter document can be created using building blocks.
In addition, internal newsletters should be created and sent on the intranet. To do this, please contact the Intranet Council so that the intranet newsletter tool can be set up for you initially.
Greeting cards
This chapter contains detailed information on the layout setup for invitation and greeting cards in DIN long format. The chapter covers the specifications for formats, front and back cover grids, inside grid, and use of typography.
The flexible layout principle is based on specific proportions within a defined design grid. This system is versatile enough to respond to various kinds of content. For example, images and surfaces can be used in various proportions and combinations.
The “Communication area” is either Continental Silver, Black or White depending on the respective businesses.
Copy is left-aligned on the baseline grid within the communication area. The margin on DIN long format begins at 6.75 mm from the left and 6.75 mm from the top (on the baseline grid).
For details about the size of the logo and quality seal, For further information on typography, as well as the definition of frame size and heights please refer to the manual Basic elements.
- More about Logo and Quality Seal
- More about Typography
- More about design principles
To ensure consistency of the front cover and back cover, the back cover should be Continental Yellow whenever possible. In exceptional cases Continental Silver, Black or White may be used instead.
DIN long inside pages, landscape – examples
Awards and certificates
This chapter contains detailed information on the layout setup for awards and certificates.
The chapter covers the specifications for formats, front and back cover grids, inside grid, and use of typography.
The flexible layout principle is based on specific proportions within a defined design grid. This system is versatile enough to respond to various kinds of content. For example, images and surfaces can be used in various proportions and combinations.
The “Communication area” is either Continental Silver, Black or White depending on the respective businesses.
- Information about design principles
Front side – Typography
The margin on A4 format is 8.25 mm from the top (on the basic grid). For details about the size of the logo and quality seal, for further information on typography, as well as the definition of frame size and heights please refer to the manual Basic elements.
As an exception, all text is centered within the communication area on a basic grid. Additional logos are placed at the bottom of the page or between headline and copy. The recommended placement is at the |
- Information about Logo and Quality Seal
- Information about Typography
- Information about design principles
Examples
The design of documents and certificates should be both simple and striking. Text should be clearly divided and the text volume should be as short as possible.
Best Practice
Here are some examples of non-standard formats to inspire your next booklet, poster or brochure.
