Continental has been in business for 142 years, and since 1882 the company has utilised the ‘prancing horse’ in its logo. This year, Conti’s logo and corporate image has been given the once-over in order to, as the company puts it, underline its change over the years from being a pure tyre maker to becoming one of the world's largest system suppliers for automotive technologies. The horse still features prominently in Continental’s new logo – the company says it now holds a more natural and dynamic position – and it is joined by a new slogan: Continental, the future in motion. This is written in a new font, although the uninitiated may be hard pressed to spot the difference between the new and old.

“Our technological solutions are helping people to enrich the quality of their life through mobility and to structure their living space in a sustainable manner,” explains Continental’s chief executive officer Dr. Elmar Degenhart. “We create fascinating solutions and products for volume production in reliable, first-class quality and faster than our competitors. Our brand symbolises this goal and is the promise to our stake-holders by which we measure ourselves on a daily basis.”