Brand Label

For decades, the Setra label in its evolving forms has stood for a spirit of innovation, expertise and quality in coach engineering and design. Over time, it has been carefully revised and adapted to new technical requirements and standards. Today, the brand logotype is found on every Setra coach.

In 2011, the brand label (1) was newly developed based on the brand logotype (2). In its form, it is modelled on the previous labels and the vehicles’ grille design. Today the brand logotype and brand label are at times used side by side. Therefore, the brand logotype was defined on a red surface for use of the brand in live environments as an equal identification element. However, this requires a very stringent and limited use of the brand logotype. In the following, we explain when the brand label should be used and when the brand logotype should be used.

[1] Brand label
[2] Brand logotype

The Setra brand label is mainly used on advertising and promotional materials and on business stationery. The slogan “The Sign of Excellence” communicates the Setra brand positioning in a way that is emotive, concise and memorable. In a way that is typically Setra, it underlines our standard and our service promise to inspire the market with excellent products and to meet the highest customer standards. It reflects the fascination of our products and places values such as perfection, beauty and passion in the foreground.

[1] Brand label without slogan
[2] Brand label with slogan

The Setra brand label is not changeable! It may only be used in accordance with the specifications in the published design manuals. The brand label with claim may only be used in certain advertising applications.

Variants

Brand Label without Slogan and with Slogan
The full-color brand label, as well as all its variations, cannot be altered. It can only be used as depicted here. The Pantone version should be used over the 4c version, as long as this is possible in terms of production.

The brand label, together with the Setra slogan, creates a fixed word-image mark which cannot be altered in all its versions. This also applies to the distances between its various elements and their relative proportions. The label can only be used in the form depicted here. The brand slogan ends with a full stop and is used with mixed spelling (upper and lower cases) when combined with the brand label.

Brand label without and with slogan (color applications 4c/Pantone)

The brand label in the grayscale version without or with slogan is used for communications which can only be produced in black and white.

Brand label without and with slogan (mask version 1c)

The Setra brand label in the black & while line application without or with slogan is only used in cases where technical circumstances call for it or to ensure improved legibility.

Brand label without slogan (black & white line applications 1c)

The Setra brand label in the mask version is only used on merchandising articles and 3D promotional items. In terms of colors, only white, silver and grey tones can be used. Since this label hardly covers the background of the printed material and an inversion of the label is to be avoided at all costs, you must make sure that the color value of the ink is always brighter than the surface being printed on.

The label is also for use with etchings, embroidery, spot varnishing, matte, gloss and satin finish effects, etc. In the above-mentioned label applications, the use of the brand slogan is out of the question.

Brand label without slogan (mask version 1c)

Applications

The brand label is preferably placed on the secondary color “Grey” or on grey tones. Placement on chromatic colors must be coordinated with central marketing. If the brand label is placed on an image, a calm background and low contrast should be ensured within the buffer zone. If the brand label with the slogan is used, in the case of placement on a color surface or an image, it must be determined whether the slogan will be used in positive black or negative white. In either case, good legibility is a priority.

The brand label, with and without the slogan, can be used on color backgrounds as well as on images.

Proportions of the brand label cannot be changed. It cannot be extended, compressed or rotated, and cannot be altered using other elements, cut or used as a pattern. The tones of grayscale version of the brand label cannot be used on a color background.

The color version, as well as the grayscale version of the brand label (with and without slogan) cannot be used under a width of 36 mm. The outline version cannot be used in a positive application (e.g. black) on a lighter background. As well, it cannot be used in color (colors other than white and silver are not allowed here).

Buffer Zones

There is a buffer zone around the label in which no typographic, image or other elements may be used. The buffer zone surrounding the label represents the height of the label. At the same time, this is the minimum distance to the upper format edge (e.g. upper page edge). The buffer zone around the label with a slogan is the same as the buffer zone around the label without a slogan.

Buffer zone around the brand label without and with slogan

“X” is determined from the height of the label.

Use of the Brand Slogan

Our slogan “The Sign of Excellence” reflects the high standards of the Setra brand. At the same time, our brand is confident enough that the slogan doesn’t always have to be used everywhere. With this in mind, we shouldn’t exaggerate the use of our brand slogan. Rather, it should be used selectively. Details can be found in the overview below. Use of the brand slogan by external parties is not permitted. For further information, please contact: BUS/MPM-C.

¹ Face-to-face communication/exterior signage
² Agreement with headquarters is required 

The Use of the Brand Label with the Slogan in France
For the use of the brand label with the slogan in France, or in French-speaking communications, the slogan must be displayed in the language of the country. Therefore, the claim “The Sign of Excellence” should be marked with an asterisk, and the French translation “Le signe de l’excellence.” should be placed as a footnote at the bottom format edge.

Brand label with the slogan in France

Brand Logotype

When we refer to the Setra brand logotype, we are talking about the “Setra” word in the form in which it is depicted within the Setra brand label. Its use is very limited. Except in and on Setra vehicles, it is used only for branding in architectural environments – for example in trade show or exhibition design (refer to the “Shows, Exhibitions and Events” manual) or on buildings (refer to the “Exterior Signage” manual). Use on promotional materials is not permitted.

[1] Brand logotype on a brand pylon
[2] Brand logotype with claim on a brand pylon

The Setra brand logotype is always used monolithically. This means that it is set on a stand-alone, exclusively red background, without or with a slogan, taking into account its buffer zone and without additional design elements (text or image). When used with a slogan, the brand slogan is set-in upper-case letters and without a period/full stop. This ensures visual impact from a distance. A combination with the brand label must be avoided.

Endorsement

The corporate endorsement “Setra – A Daimler Brand” must appear on all communication media, as well as on all business stationery.

Nomenclature

Typical Setra Spelling and Terms
“Setra” is never used in all capital letters. The only exception is the brand logotype.

Word Combinations with Setra
Setra word combinations and proper names (see below) are always written with a space after “Setra” and without a hyphen; this also applies to the use of adjectives. Setra word combinations with three words are also written without a hyphen and with spaces.

Vehicle Types
For designations of vehicle types, the individual elements (letters and groups of numbers) are always separated by a space.

Setra Proper Names
In the case of Setra proper names consisting of two words, each word is written with capital letters, and the word spacing is not necessary. Only those listed here are proper names. “SetraWorld” is written without word spacing when referring to the brand magazine. Please note that there are also other special spellings used for specific Setra terms.

Fixed Terms

The listed terms may only be used in the manner described here. In the case of ambiguity or other terms, you can look up the online portal “PIT Setra”.

Safety Features
Anti-lock Braking System (ABS)
Traction Control (ASR)
Brake Assist (BAS)
Continuous Braking Limiter (DBL)
Electropneumatic Braking System (EBS)
Electronic Stability Program (ESP)
Front Collision Guard (FCG)
Rollover strength as per ECE-R66.02
Active Brake Assist 4 (ABA 4)
Adaptive Cruise Control (ART)
Attention Assist (AtAs)
Lane Assistant (SPA)
Tire Pressure Monitoring (TPM)
Advanced Emergency Braking System (AEBS)

Cost-Effectiveness
Predictive Powertrain Control (PPC)
Eco Driver Feedback (EDF)

Seating
2+1 seating
Setra Ambassador
Setra Voyage Ambassador
Setra Voyage Plus
Setra Voyage
Setra Route
Setra Transit

Miscellaneous, Further Examples
business models
H model/UL model
The ComfortClass MD
TopSky Panorama
Multi-Function Key
Coach Multimedia System (CMS)
Comfort Cockpit
Total Cost of Ownership (TCO)
BlueEfficiency Power
Euro VI
Euro-VI-Motor

Technology Terms
BlueTec ESP
AquaBlade

Infographics and Coach Vignettes

Infographics, e.g. for safety systems, are created centrally and are available as a vector file.

[1] Electronic Stability Program (ESP)
[2] Interior air circulation
[3] Adaptive Cruise Control (ART)
[4] Lane Assist (SPA)
[5] Continuous Brake Limiter (DBL)
[6] Tire Pressure Monitoring (TPM)
[7] Front Collision Guard (FCG)
[8] AquaBlade windscreen wipers
[9] Vehicle Environment Lighting (FUB)

Examples for infographics:
• Turning light
• Adaptive Cruise Control (ART)
• Active Brake Assist 4 (ABA 4)
• Lane Assis (SPA)
• Continuous Brake Limiter (DBL)
• Electronic Stability Program (ESP)
• Interior Air Circulation
• Tire Pressure Monitoring (TPM)
• Kneeling
• Rigid body
• Front Collision Guard (FCG)
• AquaBlade windscreen wipers
• Vehicle Environment Lighting (FUB)
• Heating, ventilation and air conditioning

Coach vignettes for the 400 and 500 series are created centrally and are available as vector files. The coach vignettes are color-coded by class. The color-coding for the coach classes cannot be changed.

[1] TopClass
[2] ComfortClass
[3] MultiClass