When Continental ContiTech purchased Veyance Technologies Inc.(a division of Goodyear), a lot of changes had to be be made – starting with branding. Everything that Veyance called their own(print collateral, packaging, logos etc) had to be well, “Contified”. Contification became a word that myself and a team of creatives at Geometry Global became very familiar with.
The old Veyance colors were swapped out for a Continental Orange and Black, the type styles exchanged for a beautiful, almost swiss, left aligned layout. Every single piece of advertising from 300 page catalogs to the tiny logos that are printed on hoses had to be customized to fit within Continental’s brand guidelines.
Think you can bend the rules with brand guidelines this thorough? Think again.
