Signage
Signage and guidance systems are essential in order to project a company’s image, both outdoors and in production facilities and offices. Continental’s signage system enables quick and simple orientation. The design of signage and other guidance systems is explained below. It includes basic design principles and examples, from simple signs to pylons, flags and rooftop advertising systems.
Basics
| The logo is used without a tagline |
| Metal, plastic, glass, plexiglass, film, paper and fabric – depending on the location of use (indoors or outdoors); high-quality and durable materials should be given preference |
| Screen printing, digital printing or film fabrication. Faithful reproduction of the Continental colors is crucial; all technically feasible methods are permitted; the quality of the signs is the highest priority |
| All common installation methods are possible. Signs should be positioned to be clearly visible and effective as a source of information |
| Obtain prior advice on planning and design of the signage from the manufacturer |
Brand placement
As in other areas, instant brand recognition is essential when designing signage. The Continental logo should therefore always be placed at the top of the relevant format, alone and against a yellow background. This principle ensures that the brand is always clearly recognizable and unmistakable.
For signage, the free space around the logo must be reduced to 1/2x to ensure that the logo appears as large as possible. The logo is always placed at the top of the relevant format, across the full width and with a free space of 1/2x. The side margins for each element of a sign must therefore always also correspond to 1/2x. The Continental logo must always be placed horizontally on all media. As an exception, vertical positioning of the logo is permitted on flags, but not on any other surfaces (facades, pylons, signs). |
Standard signs are essentially based on three basic formats, the starting point of which is a square. They are the size of a whole square or a square divided horizontally into two or four equal segments. The system is based on two initial sizes:
This results in six sizes in two size series:
Within the above series, any combination of individual panels can be put together to form a complete signage system. Which of the two size series is selected depends on the place of use. Generally, signs in the 100 cm series are used outdoors and the 50 cm series inside buildings. The logo must always be placed on a single sign, on which no other elements are permitted. All signs bearing the logo must be in Continental yellow. All other signs must be in white. The logo, typography and all symbols must be in black. In exceptional cases, additional colors may be used for signs with special warnings. |
| As an alternative to the white surface, signs can also have a metallic surface. In these cases, it must be ensured that the surface does not cause glare and that the sign is easily recognizable and legible from any distance. Matte brushed surfaces are particularly recommended. They provide an elegant look without impairing legibility. |
Public signage
Signs in public spaces require a permit. Where permitted, the black logo on a yellow background is always the first choice. It is recommendable to seek advice from the relevant authorities regarding the size, shape, coloring and positioning of the sign and to obtain approvals for the design and specifications.
The black logo on a yellow background is always the first choice, provided the local conditions permit.
Alternatively, the Continental logo can be printed as yellow text on a black or white background, or as black text on a white background.
Flags
As an exception, vertical positioning of the logo is permitted on flags.
The placement and number of Continental flags depends on the space available. They can serve as signposts, sources of information or decoration. Flags in groups of three or five are most effective and should be placed in windy, exposed locations. It is important that the size, format and attachment of the flags is compatible with the available flagpoles and flags. Some flags also have straps that hold the flag taut on poles with crossbars. The standard Continental flag measures 200 x 500 cm (portrait format). A pole height of 9 m is required for this flag size. For pole heights of 7 m and less, flags measuring 120 x 350 cm must be used. For flags/poles of other formats and sizes, the dimensions in the sketch apply. The logo should be placed on the left (on the pole side), with the lettering running from bottom to top. The logo must be aligned with the upper edge of the flag. |
Building signage
Facade lettering and roof advertising systems should be clearly visible from a distance in order to ensure immediate identification.
Before the installation of building signage on a roof can begin, an appropriate permit must have been issued by the responsible local authority.
When planning and implementing advertising systems, the building conditions and local regulations should always be taken into account.
If it is not possible to display a sufficiently large logo on the building or facade due to building regulations, flags in front of the building can be used for identification purposes. This ensures that the building is clearly identifiable despite the restrictions.
| Elements for facades and roofs must always bear the black Continental logo on a yellow background and be mounted or fixed directly to the facade/roof. The actual size of the advertising system should be adapted to the local conditions and the dimensions and structure of the building. |
Alternatively, 3D lettering can be used for roof advertising systems. Information on designing 3D logos can be found here. |
Illuminated signs
Illuminated signs should always be in Continental yellow, with the logo in black and centered. The free space margins here must always correspond to ½x.
When planning and fabricating illuminated signs, the building conditions and local regulations should always be taken into account.
Several options are available for implementing illuminated signs:
In this version, the logo is applied to the surface in raised letters (see 3D logo manual for the lettering specification). Either the profile letters on the surface can be backlit or the entire yellow surface can be lit from behind.
Here, it must be ensured that the entire surface is lit from behind.
Alternatively, the sign can also be illuminated via an external light source/spotlight.
Identification of building sections
Signs for identifying buildings are generally square. Depending on local requirements, they may only contain numbers and/or lettering. The signs should always be designed in white with black lettering. If the Continental logo is also to be displayed, it must be placed on a separate sign in Continental yellow. This sign must be positioned either above or next to the white building sign, never below it. Make sure that the sign is large enough to be clearly visible from a distance so that it can be recognized instantly. |
| If additional brands are required, for example if other companies are located on a Continental site or in a Continental building, an additional sign with their logo can be attached. These logos must always be placed on a separate sign. The additional logo, however, must never appear larger than the Continental logo. The additional logo must always be aligned with the upper left edge. |
Freestanding signs and wall signs
Freestanding signs Wall signs |
Pylons
The exact size of a pylon varies and depends on local conditions and requirements. The upper section of the pylon must always be in yellow and show only the Continental logo. This upper section must always be rectangular and its height must correspond to half the width of the pylon. The remaining surface of the pylon can be either white or metallic; additional information should be placed in this area. All pylons at a location should always be of the same size to ensure that the rectangular section with the logo always looks the same, regardless of the placement of the pylon. |
Signage in the production area
Identifying signage is part of a uniform information and wayfinding system for employees and customers. This applies to departments, production halls and corridors alike. Signage in production halls and warehouses must be easy to read and clearly visible. Ceiling-mounted signs can be hung up to 5 m above the floor and therefore require a larger size. Signs can also be written in two languages. The text must always be in black and the background must always be white. The size of the typography is flexible and must be adapted to the size of the sign and the conditions on site. |
Signs on office doors
The black Continental logo is always positioned in the upper left corner in order to ensure a uniform and professional appearance of the office door signs. Additional information and symbols are placed below the logo in black.
As a general guideline, the width of the logo corresponds to two thirds of the width of the sign. For particularly wide signs, the logo can be reduced in size accordingly to ensure a harmonious balance. The signs throughout the building should have uniform dimensions. In the case of different sign sizes, the logo size is determined on the basis of the smallest size to ensure a uniform appearance. The font size is flexibly adapted to the sign size and local conditions. |
Information signs
These signs serve to provide information and to identify areas. They provide details on the production flow and work processes, and contribute to a uniform design in production halls and corridors. The signs can be attached to walls and machines or hung from the ceiling.
The signs can also be written in two languages. The text is always in black and the background is white. The yellow Continental logo can optionally be placed in the upper right corner. The size of the Continental logo and typography is flexible and should be adapted to the size of the sign and the local conditions. |
Bulletin boards
Bulletin boards provide employees with easy-to-read information. The predefined grid of the bulletin boards ensures a systematic and tidy arrangement. The entire surface of the boards can be used. Bulletin boards are flexible, easy to use and can be quickly changed (A4 panels in portrait and landscape format). All information is placed in transparent sleeves. At the top is a header with the text “Information”. This text must be in black and the background white. The yellow Continental logo can optionally be placed in the upper right corner. The size of the signs is flexible and must be adapted to the local conditions. The bulletin board can be used as a wall-mounted system, floor-mounted system or mobile system on wheels. |
This flexible system can also be used as a conventional bulletin board. Information on materials that do not correspond to any of the standard paper formats can be attached using push pins and replaced as required. A combination of transparent sleeves and additional elements such as posters, handouts, charts, etc., is also possible. The individual elements can be arranged in any order on the bulletin board, but there should be a clear structure to facilitate recognition and readability. Signs can also be written in two languages. The text must always be in black and the background must always be white. The yellow version of the Continental logo can optionally be placed in the upper right corner. The size of the bulletin board is flexible and must be adapted to the local conditions. Bulletin boards placed next to one another must be of the same size (uniform appearance). |
Pre-installed third-party sign systems
Where Continental rents space on third-party premises or in a third-party building, the existing local system must be taken into account and the rules defined by Continental implemented as far as possible.
These rules also apply to sign systems already installed that are not based on the square. In exceptional cases, the logo can be placed on a sign together with information, tips or instructions. This must not give the impression that a new logo has been introduced. Therefore, the greatest possible distance must always be maintained between the logo and the lettering or other elements. Signs must be designed in yellow with a black logo and black lettering. In exceptional cases, white signs with a yellow logo may be used if this is necessary for reasons of general appearance, e.g. if Continental is sharing a location with other companies. If the pre-installed system includes strictly defined colors that do not combine well with the Continental yellow, no logo may appear on the sign. In this case, the company name must be written in upper case, in either Continental Stag Sans Medium or Arial Bold. |