Tyre giant Continental is to introduce a new brand image later this year. The new logo is described as agile, passionate and pioneering.
Over the past 140 years, the company has grown continuously, not just organically but also through the acquisition of more than 90 companies and as such the brand must evolve to reflect this.
The Continental brand is being established with a new design system that sees changes to the typeface, with new colours and a reworked logo for a newer, fresher and more modern Continental.
According to the tyre manufacturer, this new approach strikes an “optimal balance between continuity and progress, strengthening Continental’s image without ignoring its identity and tradition”.
The new logo consists of the word mark which has been enhanced with an easily recognisable appearance that increases its legibility.
The figurative mark retains the horse, which is firmly rooted in the Continental brand and enjoys a long history.
The new tagline — The Future in Motion — again according to Continental, marks the “essence of mobility, a basic human need”.
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