From tyre manufacturer to innovative company.
In just a few years Continental, which had been founded in Hanover in 1871, developed from a modest tyre manufacturer into one of the world’s largest suppliers of the automotive industry. While continuing to produce tyres today, their portfolio also now includes systems for brakes, gears, chassis and power steering, instrumentation, infotainment solutions, vehicle electronics and network communication technology.
The rapid growth of Continental, alongside an ever increasing diversification of core activities, meant that a change was needed within its corporate culture and new brand architecture was required. The positioning of Continental as a master brand not only needed greater clarity within its markets, but also to highlight the collaboration of all its corporate divisions more effectively. This was necessary to modernise its brand identity and prepare it for the future, while maintaining essential aspects of its 140-year tradition.
We have accompanied Continental every step of the way on their journey, from strategic consultation right through to facilitating change communication, overseeing a new corporate redesign and creating an updated image communication for their new master brand.
Corporate Design Preis 2014, Rebranding – Award
Continental AG is based in Hanover and is one of the world's leading automotive suppliers. Within its five divisions of Chassis & Safety, Interior, Powertrain, Tyres and ContiTech the company posted provisional sales of around 34.5 billion Euros in 2014 and currently employs approximately 200,000 people in 53 countries.