SetraClassic
The name Setra has always stood for buses that set standards decades ago as well as today. History and tradition are therefore important facets of the Setra brand. This part of our brand represents SetraClassic.
The name Setra has always stood for buses that set standards decades ago as well as today. History and tradition are therefore important facets of the Setra brand. This part of our brand represents SetraClassic.
Setra and SetraClassic Communications
The Setra name has always stood for coaches that set standards in their time – decades ago as well as today. History and tradition are therefore important facets of the Setra brand. SetraClassic represents this part of our brand. It is an area under the Setra brand umbrella which accordingly does not have its own separate design world. The sender of SetraClassic communication is always the Setra brand.
In the following, we will provide you with some special application tips that will help you communicate this facet of the Setra brand more clearly and effectively.
Touchpoints
SetraClassic is a focused brand area, which becomes tangible at several touchpoints. These include the Kässbohrer Haus in Ulm (historic brand exhibition and meeting place), the Kässbohrer Hall (presentation of historic Setra vehicles in Neu-Ulm and meeting place), the SetraClassic trade fair stand or an event, as well as the SetraClassic Archive. Further touchpoints may be added over time.
The SetraClassic touchpoints
Logotype “SetraClassic”
Variants
SetraClassic is set in the ITC Binary Light brand font without spaces and without a hyphen (1). The lettering can be used in a variety of ways. The prerequisite is, however, that SetraClassic visually never competes with the Setra brand label. This can be prevented via positioning and/or by attenuating the grey tone (2) from 70% to 20% black.
If SetraClassic is to be emphasized, SetraClassic can also be placed on images (3), but always rotated, as shown here, by 90 degrees. In headlines and sublines, SetraClassic is set in the ITC Binary Light brand font and in body copy, in the Daimler CS brand font. Here, too, spelling without spaces and with the capital “C” must always be observed.
[1] SetraClassic is set in the brand ITC Binary Light without space and hyphen.
[2] Suitable placement of the Setra Classic logo next to the Setra brand label
[3] Position of the Setra Classic lettering on a picture
Imagery
For SetraClassic communications, there is many images which can be used. These include illustrations, technical drawings and blueprints as well as historic and current photographs of vehicles or other items from the brand history. All newly created images for the SetraClassic area must be oriented to the Setra brand’s photographic style as determined in the Setra Image Style Guide.
Examples of the SetraClassic imagery
Design at Trade Fairs and Events
The presentation of the Setra brand at shows, trade fairs and exhibitions are visually divided into three design levels, which fulfil different functions or are filled with different types of content:
Level/Brand Level
The brand level is used for the overarching branding in the space. It creates orientation and helps localize the brand. In the design, level 1 is above all communicative messages and elements. The SetraClassic area therefore does not appear here.
Level/Thematic Level
The thematic area is always close to the brand level. It is characterized by emotional, large format communications. In terms of content, it is filled with high-profile, current market themes or messages or trade fair topics. Such a topic can also be SetraClassic.
Level/Orientation and Product Level
At this design level, customers are received and welcomed, and orientation is given at the stand (stand entrance and reception). On the other hand, we provide concrete information, e.g. on a reception counter, on display columns, roll-ups, etc.
[1] Level/brand level
[2] Level/thematic level
[3] Level/orientation and product level
Flags
The levels model is also used for flags. This means that if the Setra brand is not clearly communicated at a different location (level 1), a brand flag is required in addition to the SetraClassic flag [1]. SetraClassic is assigned to the thematic level (level 2) [2]. Additionally, a “motif flag” can be used to support the SetraClassic statement [3]. A combination of the SetraClassic logotype and an image is also possible [4]. This results in the following combinations: [1] + [2], [1] + [2] + [3] und [1] + [4].
When placed on an image motif, SetraClassic is printed as shown in white with an opacity of 70-85% on the right edge of the flag and runs from bottom to top. The opacity is to be adjusted according to the motif.
[1] Brand flag
[2] SetraClassic flag
[3] Motif flag
[4] Motif flag with SetraClassic lettering
Example of a product presentation
Reception Counter
The reception counter can also function as a branded monolith, i.e. as a level 1 (1), provided that no other brand monolith can be seen within the close field of vision. Apart from the brand logotype, which always stands alone on the brand color red, no further content is allowed in the brand area. For example, the brand needs to appear on a different area (2). This ensures the greatest possible impact from a distance.
[1] Reception counter acts as a brand monolith
[2] Brand appears on the back wall of the reception counter
Roll-Ups
Also, in the case of roll-ups, the following applies: if the Setra brand is not communicated in another visible position (level 1), a brand roll-up is required (1). SetraClassic is assigned to the thematic level (level 2) and therefore offers a wide range of possibilities for design (2). Additionally, a roll-up with a motif (with or without the SetraClassic logotype) can be used to support the SetraClassic statement (3). When placed on an image motif, SetraClassic is printed as shown in white with an opacity of 70-85% on the right edge of the flag and runs from bottom to top. The opacity is to be adjusted according to the motif. The brand label is used for informational roll-ups (e.g. information about vehicles) (4). Information on the design of roll-ups can be found in the “Shows, Exhibitions and Events” manual.
[1] Brand roll-up
[2] Roll-up with SetraClassic lettering
[3] Roll-up with motive
[4] Roll-up with brand label
Press Backdrop
Also, in the case of a backdrop for press events, the brand level and thematic level must also appear according to the levels model. You have two options here:
Depending on the scope of the event, the brand slogan may be used under the brand logotype (refer to the “Shows, Exhibitions and Events” manual).
[1] Back drop as topic layer, brand level on a separate room element
[2] Brand level and topic level visually separated on a specific area
Design for Printed Media
Print Advertisements
In a print ad, you can use a SetraClassic Insert as needed, for example for trade fairs or events. However, the insert may not visually compete with the Setra brand label. To avoid this, it should be placed in the opposite corner.
Please create SetraClassic print advertisements based only on available templates. You will find instruction on creating ads in the “Advertisements” manual.
Pre-made templates in the “positive” variant with specifications for minimum spacing between headlines and sublines
Brochures and Flyers
Please create SetraClassic brochures and flyers exclusively based on the available templates. Information on the design of brochures and flyers can be found in the “Brochures and Flyers” manual.
SetraClassic flyer
The Kässbohrer K
A Symbol with Heritage
Since 1911, the Kässbohrer K has stood for a spirit of innovation, for expertise and outstanding quality in coach and bus engineering – in various and evolving designs. For decades, it was on the front of every Setra coach. When, after the introduction of the self-supporting body in 1951, the term “Setra” was established and ultimately became the brand name of our products, the Setra logotype moved alongside the Kässbohrer K on equal terms.
Today, as a tribute to the great bus and coach pioneer Karl Kässbohrer, it enjoys prominent positioning on our vehicles: both on the steering wheel and on the hubcaps. Additionally, the head office uses the emblem – especially in the context of SetraClassic – on various advertising materials and promotional items.
Variants at a glance
Emblems in Color
[A.1] Template in 4c, halftone, screened, with chasing design. Suitable for print media (such as brochures and advertisements). [A.2] Template without chasing design. Applicable in 4c (line version with shadow, for coarse resolutions and diameters of up to 20 mm) or in 2c (full tone version with shadow, for printing with special colors); e.g. for SetraClassic promotional items.
Note: If possible, always use Version A.1 for color versions. A.2 should only be used if A.1 cannot be used for technical reasons.
Emblems in color
Emblems in Grayscales
[B.1] Template in black and white, halftone, with gradient. Suitable for print media (such as brochures and advertisements). [B.2] Template in black and white, simplified. Kässbohrer K with shadows in grayscale. Suitable for etching and lasering, e.g. on promotional items.
Note: If possible, version B.1 is always used for grayscale versions. B.2 should only be used if B.1 cannot be used for technical reasons.
Emblems in grayscales
Emblems in Black and White (Line Version) and Special Forms
[C.1] Template in black and white, line version with engraving. Suitable for engraving from a diameter of approx. 20 mm. [C.2] Template in black and white, line version with shadow. Suitable for engraving, lasering, embroidery and stamps with a diameter of less than 20 mm. [C.3] Template as line version positive black and white (also for current applications, the “K” touches the open outer ring). Negative white also applicable in print (on dark, color-neutral backgrounds or materials for which a positive representation is not possible). [C.4] Template line version negative white. Suitable for applications on dark, color-neutral backgrounds.
Note: If possible, always use version C.1 for black and white/line versions. C.2 to C.4 should only be used if C.1 cannot be used for technical reasons.
Emblems in black and white (line version) and special forms
Special cases: Separate templates will need to be provided for media requiring special printing techniques. To this end, please contact Cornelia Polster (BUS/MPM-C).
Buffer Zones
The Kässbohrer K emblem needs to be surrounded by a space in which no other elements may be positioned.
[1] Ideal buffer zone
[2] Minimum buffer zone
Ideal Buffer Zone [1]
Minimum Buffer Zone [2]
In the case of limited space or restrictions due to given layouts and grids, the emblem can be used with minimal buffer zone:
Special Cases
For SetraClassic accessories with limited space, exceptions are defined or need to be decided on a case-by-case and technical basis. To this end, please contact: BUS/MPM-C.
Accessories
Labeling Promotional Items
The use of the Kässbohrer K in any form is only allowed on advertising material if the promotional item is clearly assigned to the SetraClassic Collection. This is the case if it is a replica or a product with a clearly historical reference or retro style. A power bar, for instance, with the Kässbohrer K would therefore not be allowed. The additional use of the Setra brand label on a promotional item is possible but needs to be looked at on a case-by-case basis. The prerequisite is that the space for design is enough and the graphic quality is not compromised in terms of the retro style. However, the Kässbohrer K and the brand label must not be on a single viewing level.
The SetraClassic accessories: labeling promotional items
The use of the Setra brand label and the Kässbohrer K that goes beyond the Corporate Design rules needs to be looked at on a case-by-case basis by BUS/MPM-C.
The SetraClassic accessories: labeling promotional items
Design in Exhibition Halls and at Events
Flags and Roll-Ups
In addition to the SetraClassic flag, a “motif flag” or a “motif roll-up” can be used to support the SetraClassic statement. Both can show the Kässbohrer K, but only as part of an image/motif, not as a pure illustration of a logo. A combination of SetraClassic lettering and image is also possible.
Design in exhibition halls and events: flags and roll-ups
The Kässbohrer K must not be used as sender of the communication (classic use of a logo). One reason for this is that another company – Kässbohrer Geländefahrzeug AG - uses a Kässbohrer K as its company logo. All logotype and sender-specific applications and placements are therefore to be avoided. This applies to the print sector as well as to digital media, trade fairs and exhibitions. The sender of communication is always the Setra brand.
Historical Variants of the Kässbohrer K
Various products and applications have led to the development of the Kässbohrer K over the decades. Some of them are shown further below. These logo forms may only be used communicatively in a specific time context. Therefore, they are only allowed on promotional products or for other advertising purposes if they are part of a motif, e.g. a historical photograph or illustration.
[1] Historical Kässbohrer K Wagenfabrik Ulm, around 1935
[2] Historical Kässbohrer K registered trademark, around 1950
[3] Historical Kässbohrer K with integrated Setra lettering, around 1950
[4] Historical Kässbohrer K, around 1960
[5] Historical Kässbohrer K in use until 2010
[6] Kässbohrer K in use from 2011 until now
In general, the Kässbohrer K – whether in the modern form or in historical variants – must never be used as sender of the communication. The sender of communication is always the Setra brand.
Contemporary Implementation of Labeling of Promotional Items
The illustration shows the possible use of the Kässbohrer-K in a bus model packaging with a contemporary logo.
Contemporary applications for labeling promotional items
On any communication materials, e.g. brochures, flags or packaging, a Kässbohrer K – whether in a modern or historical form – is only permitted if it is part of an illustration, a photo or a graphic representation.
Examples of Non-Permitted Applications
These images depict non-permitted applications of the Kässbohrer K on flags or banners, its improper use on oval or bulky promotional items as well as the unauthorized use of a historical Kässbohrer K as a brand label.
Non-permitted applications: examples
The Kässbohrer K must not be changed in its proportions. The tilting, distorting, color-changing or other modifications of the emblem are also not permitted.
Provider/Privacy
Daimler Truck AG
Fasanenweg 10
70771 Leinfelden-Echterdingen, Germany
Phone +49 7 11 84 85-0
Fax +49 7 11 84 85-20 00
contact@daimlertruck.com
Represented by the Board of Management: Karin Rådström (Chairwoman), Martin Daum, Karl Deppen, Andreas Gorbach, Jürgen Hartwig, John O’Leary, Eva Scherer
Chairman of the Supervisory Board: Joe Kaeser
Commercial Register Stuttgart, Amtsgericht Stuttgart, No. HRB 762884
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