Shows, Exhibitions and Events

As a coach manufacturer in the premium segment, Setra stands for the best possible travel experience – and people are in the forefront of each and every development. Our brand worlds also need to meet these very high standards. Every live brand presentation, with or without a coach present, should offer guests a taste of the Setra world and welcome them to the Setra family. It is with the same high regard with which we greet our guests, that we design our live brand communication.

Materials

Use of Materials at Events, Exhibitions and Shows
At events, exhibitions and trade shows, predominantly warm, natural materials are used – e.g. wood, linen, brass, etc. The color red is used only as an accent. Examples include a red gerbera in bloom, a red edge on a plate or a red table runner.

Examples for the use of materials at events and fairs

Working with Different Levels of Communication

Design Principles for Shows and Exhibitions
Тhe live communication and visualization of the Setra brand at shows, fairs and exhibitionsis divided into three design levels, which serve different functions and are filled with differenttypes of content.

[1] Level/Brand level
[2] Level/Thematic level
[3] Level/Orientation and product level

Level/Brand Level
This level serves the overriding brand identification in the room. With a monolithic (i.e. stand-alone) brand logotype, strong impact from a distance and high visibility, this level of communication provides orientation and helps to locate the brand. Here, the brand logotype is white on a red brand wall or column. In exceptional cases, the slogan may be used as well. In terms of design, level 1 stands above all communication messages and elements.

Level/Thematic Level
The thematic level is always located in close proximity to the brand level. Its content reflects high-profile, current brand topics, communication messages or exhibition topics. It is characterized by emotive, large-format productions – e.g. on exhibition walls – with backgrounds in accordance with the Corporate Design, and with brand-specific imagery. The Binary brand font is used here. The logotype, brand label and slogan are not positioned on this level of communication.

Level/Orientation and Product Level
On the one hand, this design level serves to receive and welcome customers, and to provide orientation at the stand (stand entrance and reception). On the other hand, at this level, we provide concrete information on current products and services. This is usually positioned directly close to the product or exhibit. Brand-typical imagery and backgrounds according to the Corporate Design are possible here. The brand label can appear, but without a slogan. The Binary and Daimler CS brand fonts are used here.

Level 1/Brand Level

Overview of Design Modules
To enable high-impact brand identification in the room, on the design level 1 the brand is always used monolithically, i.e. as a stand-alone brand logotype. This ensures strong impact from a distance, high visibility and orientation. For every application, corresponding modules can be designed: from the exhibition hall all the way through to the roadshow.

[1] Brand pylon
[2] Brand frieze, brand band
[3] Brand backdrop
[4] Brand roll-up

Monolithic Application without and with Slogan
In live applications, the brand logotype is always used in a way to ensure that it becomes a highly visible brand element with high impact from a distance. At events and shows, as well as on buildings, this is achieved for the most part using monolithic application. I.e.: the logotype, either without or with a slogan – is presented with its buffer zone and without additional design elements (text or image) on a standalone, red-only background. When using the slogan, it is presented in capital letters and without a closing period. In certain situations, monolithic branding should be visible from all viewing directions. Nevertheless, it must not be exaggerated. The monolithic use of the brand logotype is mandatory.

[1] Brand logotype on a brand pylon
[2] Brand logotype with the slogan on a brand pylon

Horizontal and Vertical Use of the Brand Lettering
Generally, the horizontal use of the brand logotype is preferred over its vertical use. In any case, care should be taken to ensure a favorable size ratio of brand logotype and the surface in the brand color, as this greatly affects the quality of appearance. When deciding whether the brand should be positioned horizontally or vertically, the type of environment should be considered. If the vertical brand logotype positioning is selected, you must make sure that it will not be obscured by objects or persons. Note: When vertical positioning is used for the brand logotype, the brand slogan cannot be used.

Horizontal and vertical applications of the brand logotype

Positioning of the Brand Logotype (Horizontal)/Tectonic Environment
The placement of the brand lettering (horizontal) and its tectonic environment are derived from the width and height of the label. The (measurement) unit A has a width (x) of one fifth of the width of the brand lettering, its height (y) corresponds to the height of the brand lettering. The minimum distance to the sides (protective space) is vertically two units (A) upwards and two units downwards, and horizontally one unit (A) to the left and one unit to the right.

[1] Height and width of the brand logotype
[2] (Dimensional) unit A (x = width and y = height)
[3] Minimum distance to the sides (buffer zone)
[4] The buffer zone cannot exceed the background surface
[4B] Brand lettering in a smaller form is permitted as long as the buffer zone is maintained.

Logos cannot be changed! They can only be used according to the specifications detailed in this manual. The buffer zone cannot exceed the background surface. The use of the brand logotype in smaller lettering, and in non-centered form, is allowed, as long as the buffer zone is maintained.

Brand Logotype with Separate Slogan/Tectonic Environment
For branded lettering with claim, a minimum distance to the sides (shelter) from vertically two units (A) up and down and horizontally one unit (A) to the left and right must be observed.

Brand logotype with slogan/tectonic environment

Positioning of the Brand Logotype (Vertical)/Tectonic Environment
The vertical alignment of the lettering is exclusively upward, i.e. the reading direction is from bottom to top. The width (x) of the (measurement) unit A used corresponds to one fifth of the width of the brand lettering, the height (y) is identical to the height of the brand lettering. The minimum distance to the sides (protective space) is vertically two units (A) upwards and two units downwards, and horizontally one unit (A) to the left and one unit to the right.

[1] Alignment of the brand logotype in reading direction
[2] (Dimensional) unit A
[3] Minimum distance to the sides (buffer zone)
[4A] The use of the brand logotype in smaller lettering, or in non-centered form
[4B] Centered placement of the brand logotype

Vertical use of the brand logotype must acknowledge the buffer zone at the top right corner of the format. The buffer zone must therefore not exceed the background surface. The use of the brand logotype in smaller lettering, or in non-centered form, is possible if the buffer zone is maintained. If possible, an emphasis on the upper right corner is even preferable to centered placement of the logotype.

Positioning of the Brand Logotype on Friezes/Tectonic Environment
Especially at exhibitions, the brand logotype is often positioned on a frieze. The rule is: the brand logotype at the stand should ideally be visible from all angles (viewing planes). However, it cannot be used more than once from a single viewing angle. Also, here, it is essential to use the brand logotype in a monolithic fashion, to underscore the strength and presence of the brand.

Minimum width and minimum height of the shelter (unit A: width x: one fifth of the width of the brand logo, height y: height of the brand label) and placement of the brand label on the frieze

Brand Band without and with a Slogan
In a brand band without a slogan, several brand logotypes of the same quality and size are visible at different viewing levels. The placement and the buffer zone of the brand logotype are according to the application on the brand frieze. Since the brand logotype with a slogan may appear too small on a brand band, considering the minimum distances, the slogan can be separated from the brand logotype in such exceptional cases. See the “Brand Label” manual for design specifications on positioning.

[1] Brand band without a slogan
[2] Brand band with a slogan

In all cases, the brand logotype should be optimally visible from any position (viewing angle). Depending on the situation, this should be verified on site. Nevertheless, the brand logotype must not be used in a way that is exaggerated.

Dimensioning of the Brand Logotype with Slogan
This dimensioning visual is intended to help in the preparation and positioning of individual elements. The numbers stand for calculation units, with which all other necessary dimensions can be determined – starting from a single element. To ensure consistent brand presentation, the proportions of individual elements to each other cannot vary from this specification.

Dimensioning of the brand logotype with slogan

Measurement of Brand Lettering and Separate Slogan in the Tectonic Environment
If the brand lettering and the slogan are placed separately on a brand band, the slogan is scaled to the width of the protection space specified for the brand lettering. In addition, it must be set flush with the base line of the brand lettering. The distance between the protective space of the brand lettering and the slogan must be at least equal to the width of the protective space. For the placement of the brand lettering, the specifications for its use on a frieze apply. The brand lettering with separate slogan can be requested from BUS/MPM-C if required.

Dimensioning of brand lettering and separate slogan

Resizing of the Brand Logotype and a Separate Slogan
The brand logotype and separate slogan should never be scaled independently, but they should always change their size proportionally to each other. For example, if the brand logotype is increased by 50%, the size of the separate slogan should not remain unchanged but should also be increased by 50%.

Level 2/Thematic Level

The thematic level consists of emotive, large format images of current brand topics. Therefore, exhibition walls for example can be designed with backgrounds in accordance with CI/CD or brand-specific imagery. The Binary brand font should be used here. Brand logotype, label or slogan are not used in this level of communication.

Level 2/Thematic level

Level 3/Orientation and Product Level

On the orientation and product level, the visitors are welcomed on the one hand (welcome and orientation), and on the other, concrete information on products and services is communicated directly at the product, exhibit or display. Here too, backgrounds should be selected in accordance with the CI/CD and brand typical imagery. If the brand label appears, it is used without the slogan. The Binary and Daimler CS brand fonts are used here.

[1] Reception counter
[2] Orientation signs
[3] Product columns

Information on designing multibrand shows, exhibitions and events can be found in the “Multibranding” manual of Daimler Buses.

Displays and Signs

Mobile Trade Show Set
Whenever you wish to hold events yourself, or to be present at external events with the Setra brand, you can purchase a mobile marketing set from central marketing. Under the name “Mobile trade show set”, it offers ready-to-go presentation modules of different types and sizes and addressing various topics. The purchase of individual components is also possible. For further information, please contact: BUS/MPM-C.

[1] Brand backdrop (2.840 x 2.500 mm)
[2] Brand roll-up (1.000 x 2.150 mm)
[3] Product column (1.000 x 2.150 mm)

Product Columns
Clearly defined sizes and spacing apply for product columns, especially in the case of multi-brand presentations. In the case of columns for brand-specific use, however, the images can also be higher or even full-coverage.

Orientation Signs
In cases where the Setra brand is strongly communicated in the context of the event, the label can be dispensed with on many orientation signs; particularly those in the immediate vicinity of a brand logotype (“monolithic application”) or a brand label with long-distance impact.

Examples of orientation signs

The design of orientation signs should be adapted to the occasion and the respective requirements. Therefore, the layouts are shown only as suggestions. The brand label is usually only used when the sign is located outside of the stand, or in cases where a clear assignment to the brand is not otherwise given.

Label placement on orientation signs

Generally, the label is positioned in the upper right corner. In the examples of orientation signs shown, the ratio of the label’s width to the format width is about 1 : 2.5. This ratio is provided for vertical formats. The distance of the label to the right edge corresponds to the (resulting from its width) height of the label x. The distance of the label to the upper edge also corresponds to the height x. Please refer to the specifications provided for incorporating the label buffer zones as well as for using the correct brand fonts.

Information Signs
Information sign design should be adapted to the purpose and requirements of the project at hand. The layouts shown here are just examples and should of course be adjusted and adapted depending on specific needs.

[1] Headlines, long copy, sub-headlines
[2] Copy
[3] Captions

Generally, the label is positioned in the upper right corner. In the examples of orientation signs shown, the ratio of the label’s width to the format width is about 1 : 2.5. This ratio is provided for vertical formats. The distance of the label to the right edge corresponds to the (resulting from its width) height of the label x. The distance of the label to the upper edge also corresponds to the height x.

Please refer to the specifications provided for incorporating the label buffer zones as well as for using the correct brand fonts, as follows:

Roll-Ups
Roll-up design should be adapted to the purpose and requirements of the project at hand. The layouts shown here are just examples and should of course be adjusted and adapted depending on specific needs.

[1] Headlines, long copy, sub-headlines
[2] Copy
[3] Captions

Generally, the label is positioned in the upper right corner. In the examples shown here and on the previous page for orientation signs, the ratio of the label’s width to the format width is about 1 : 2.5. This ratio is provided for vertical formats. The distance of the label from the right edge complies with the height of the label x (resulting from its width). The distance of the label to the upper edge complies with 1.5x the height of the label. For somewhat less high vertical formats through to landscape formats. The distance to the upper format edge is reduced to label height x.

The label’s buffer zone and recommendations on type size should also be considered while designing:

Insert/Type Signage
The technical data of the type designation can be adapted country-specific.

Insert/type signage