BRAND GUIDELINES

About co-pace

co-pace catalyzes future products & services

because the future products and services
depend on the concepts of today.
Those concepts are the result of fusing our
global partnerships, the startup ecosystem
and deep tech expertise.
The following pages present our brand guidelines. These
will ensure that from today—until well into the future—we
communicate effectively and consistently.

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Continental and co-pace | Into the
future, together

co-pace and Continental, we complement each other.

By default, Continental adapts to changing times for and with
To summarize: we were born to create new
our customers. potential for the future of Continental, while
As a strategic tool/vehicle/ organization/solution engine/
Continental’s global reputation and resources
measure/ decision Co-pace brings deep insights from the provide our base to start tomorrow’s most
innovation ecosystem and translates them into future product
roadmaps.
promising solutions today.
We jointly execute those roadmaps alone or with our partners,
innovate internally or externally with startups. The outcome
is renewed, reinvented and transformative products and
business models.

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co-pace | Brand Values
Values are at our core. They are the force upon which
everything else (often including the look, design, voice,
and engagement) permeates. Brand values help
position an organization’s personality and purpose and
are enforced to communicate the organization’s very
essence — what the organization is and what it stands
for — to all stakeholders, employees, partners, and
customers.

INNOVATION FIRST PASSION TO WIN

We are driven by the discovery and
realization of original and disruptive
innovation. We find it by being strategically
experimental and taking decisions led by
data.
We add value to our stakeholders and
customers by creating products and
business models that change the way
they do business. Our passion to win is
channeled into every stage and function
of our work.

COLLABORATION LEADERSHIP
We are motivated by trusting partnerships. We set the pace for innovation by inspiring
We draw inspiration from one another people and businesses around the world.
on eye level. No matter whom we’re
interacting with in our ecosystem, we use
each moment as an opportunity to give
and earn more trust —especially when
that means making brave decisions.

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co-pace | Vision, Mission, and Brand Essence
The Vision, Mission Statement, and Brand Essence are a kind
of branding compass. Together they play an essential role
in reaching our objectives and supporting and guiding us in
achieving them. They also instill a sense of identity into our
employees, aligning us all with a collective purpose.
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VISION STATEMENT
A vision statement describes the organization’s future state, i.e.,
what the organization hopes to become in the future. It offers
invaluable direction to the company while communicating
its purpose to the employees and other stakeholders. It also
provides them with the inspiration to achieve that purpose.
MISSION STATEMENT
The Mission Statement describes the current state of an
organization and its primary goals or objectives. It provides
information about what the organization does, how it
does it, and who it does it for. Unlike the vision statement,
it is short-term in nature. However, it is related to the vision
statement in that it outlines the primary goals that
will help to achieve the future the organization desires (i.e.,
the vision).
 Vision
co-pace catalyzes future products & services.
We do this because the future products and services
depend on the concepts of today.

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 MISSION
Our mission is to use everything that drives us:
exploration, creation, and knowledge
to spur technological solutions for Continental
and the world. We do this by setting the pace with
Continental and collaborating with the
startup ecosystem.
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Co-pace Brand Essence replaced by personas BRAND ESSENCE

The brand essence creates an emotional bond and connection

with the target audiencebby adding depth to the brand
Empowering
Discovering
and facilitating loyalty. We will achieve this through clear
and consistent messaging that conveys focus, uniqueness,
credibility, and consistency.

Bridging
Creating
Stimulating
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co-pace | Brand Voice

co-pace and our partners consist of a variety of people and

organizations. Therefore,having one brand voice is essential
as it enables us to convey cohesive and consistent messages.

Respecting the brand’s voice is essential, and we will rely on

the support of our team, partners, and various Continental
employees to define and enforce it.

Our brand themes are the future, innovation, and collaboration.

We will portray these themes using a, approachable, curious,
inspirational, knowledgeable, optimistic, and daring voice.
Also, diversity is celebrated in our brand tone and is always
inclusive and gender-sensitive.

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co-pace | Target Groups and Core Messages
Though we speak to different target audiences, we will weave
clear core messages in order for each group to communicate
effectively. We act and communicate according to our values.
co-pace target groups and their core messages
1: CONTINENTAL INTERNAL | MANAGEMENT, HUMAN
RELATIONS, RELEVANT EMPLOYEES
co-pace is relevant, trustworthy, and approachable. We are
experts in solving problems that lead to the discovery and
realization of innovation.
Continental and co-pace complement each other — which
makes both stronger.
By teaming up with co-pace, you gain collaboration and
support for your innovation projects and a guiding force to
solve your pain points.
co-pace believes that internal excellence should get the
opportunity to reach new heights.
Together, co-pace and Continental create revolutionary
technology.
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2: EXTERNAL PARTIES | RELEVANT STARTUPS, THE PRESS,
THOUGHT LEADERS, TECH INFLUENCERS, INVESTORS,
CORPORATE INNOVATION UNITS
co-pace has built an ecosystem of knowledge. All that’s left
to do is share it.
co-pace empowers solutions that have the potential to go all
the way.
co-pace values eye-level partnerships.
co-pace is a direct line to Continental.
With co-pace, technological renewal in the form of products
and systems can be discovered, explored, and implemented
to make lasting mobility changes.
CO-PACE BRAND GUIDELINES
Co-pace | Behind the name
At our core, we are a connecting company that brings different elements together:
ideas, people, products, , to name a few. We are a company that can help in
transporting an idea into something tangible and innovative. We are also an
extension of Continental.
Because of this, there is more to the co-pace name than meets the eye. The ‘co’
in co-pace stands to mean two things. Firstly, the ‘co’ represents our connection to
‘Continental,’ and secondly, the prefix ‘co’ literally translates to ‘coming together.’
Many words use the prefix ‘co,’ and we will incorporate them where we can into
the brand language. Words such as ‘collaboration’, ‘connection’, ‘companies’,
‘coactivate‘, ‘codevelop’, ‘’ and ‘coordinate’ are good examples.
But more than that, the word ‘pace ‘describes how we tackle the challenges that
come with the discovery of innovation: at a pace that only comes with expertise.
This expertise navigates the difficulties of finding corporate support for startups
to creating the perfect moment to release solutions to the market, to syncing the
pace of collaborating parties so they can move forward together at just the right
pace — which is what we know best.
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Today, innovation occurs quickly, tech evolves, and companies abide by cycles.
With co-pace as a partner, they are able to finetune the given product or solution
to fit the right pace within industries. Thus, we are master horologists (clock
and watchmakers), able to adjust each setting (in this case, solutions, ideas or
products) to seamlessly fall at the precise moment into the place that offers the
most significant opportunities for the development at hand.
Simultaneously, ‘pace’ as a verb points to development, the development of
solutions that work within the parameters of the current time. “Their pace is very
current,” or “At co-pace, their objectives are really in touch with future technological
solutions.”
To summarize, it is crucial within the branding parameters that the name co-
pace is worked into the brand’s messaging when applicable. In this way, it can
take advantage of the many meanings that come along with the brand name
and have the chance to reinforce it in a way that many other brands cannot do:
i.e., using headlines that utilize ‘Co.’
CO-PACE BRAND GUIDELINES
co-pace characters, and how they
affect its messaging

We see ourselves as a creator, an explorer, and a sage. Due to

this, the language we use, and the core messages we transmit
use elements of these personas to speak.

THE CREATOR
co-pace enables visions. As the ‘Creator,’ we dare to build,
which provokes action and inspires new solutions that improve
what was built before.

THE EXPLORER
co-pace steps into the unknown. There, we find what we need
to shape the future with the help of our partners.

THE SAGE
co-pace is an intersection of knowledge and expertise. Using
our sharp insight, we transmit relevant information between
our ecosystems in order to better them.

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co-pace characters - GRAPHIC ELEMENTS

CREATOR
The Color provokes
action and inspires new
solutions.

EXPLORER
Triangle shape the future
as an arrow. that steps
into the unknown.

SAGE
Lines are an intersection of
knowledge and expertise.
The tree elements working together creates the co-pace icon.

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 w

PANTONE 137 C #f9 b74 5 PANTONE 225 C #e946b9 PANTONE Cool Gray 11c #5d5f67

#fac973 #ef74ca #858485

C. 0 R. 247 C. 100 R. 228 C. 44 R. 52
M. 40 G. 165 M. 69 G. 24 M. 34 G. 55
Y. 100 B. 22 Y. 7 B. 167 Y. 22 B. 65
#fcdba2 #f4a3dc #aeafb3
K. 0 K. 30 K. 77

#f7a516 #e418a7 #w
#fdedd0 #fad1ed #d6d7d9

GRADIENT 45° GRADIENT A

PANTONE Black 6 C #40464d

#707479 PANTONE 137 C #f7a516 PANTONE 225 C #002f6c

White #000000 WHITE #000000
C. 100 R. 16
M. 79 G. 24 #9fa3a6
Y. 44 B. 32
K. 93

#101820 #cfd1d2

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TYPEFACE

Bebas bold
Bold 100pt / 65pt
HeADLINE
Bebas Light
43pt / 30pt / 10pt leading
SUBHEADLINE
Lorem ipsum dolor sit amet,
Sofia Pro Bold
30pt / 20pt -10pt leading consectetur adipiscing elit.
Vivamus sagittis lacus vel
augue trum faucibus dolor.
Sofia Pro Regular/Light Etiam porta sem malesuada magna mollis
Body content euismod. Vivamus sagittis lacus vel augue
16pt / 9pt laoreet rutrum faucibus dolor auc- tor. Etiam
porta sem malesuada magna mollis euismod.
Etiam por- ta sem malesuada magna mollis
euismod.

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TYPEFACE BEBAS NEUE PRO SOFIA PRO

The visual system of co-pace uses

BEBAS thin Sofia Pro light
digitally optimized fonts, of great
readability and adaptability.
Sofia Pro Regular
Bebas Neue Pro is a newer version of
BEBAS light
the classic Bebas Neue. Represents Sofia Pro Medium
renewal, new solutions that improve
BEBAS BOOK
Sofia Pro Semi Bold
what was built before. The characters
were initially reformed to better fit the
pixel grid of standard digital screens.
BEBAS REGULAR Sofia Pro Bold
Sofia Pro is the secondary font for body
text and content, it has a functional look
with a warm touch. While the thin and BEBAS Bold Sofia Pro Black
the black weights are great performers
in display sizes the light, regular and
medium weights are well suited to longer
texts. Special ligatures that represents
the deep connections that co-pace use
to accelerate tomorrow’s innovations.

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TYPOGRAPHY

ABC
PRIMARY TYPEFACE
Abc
SECONDARY TYPEFACE
BEBAS Font Sofia Pro Font

ABCDEFGHIJKLMNOPQRSTUVWXYZ AB C D E FG H I J K LM N O PQ R STUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz 123456789?`°!”§*’_-:;><

123456789?`°!”§*’_><щжœæ

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IMAGERY - WHITE 3D AND LIGHT LINE
The lineal light works with the 3D
render images as a complement.

The lineal light symbolizes co-

pace choosing the best way to
improve and create solutions.

The 3D render are elements

related to mobility, transport and
innovation.

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IMAGERY - WHITE minimalistic
For the backgrounds co-pace
shows minimalist images, with
light tones and subtle shadows.

The crumple textures means

to press, bend, or crush out of
shape, to cause collapse.

The organic forms give the

images a climate of exploration.

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IMAGERY
Co-pace images represent the attitude
towards the future, towards innovation,
the movement and cataclysm.

The image and human relationship

between technology, science and
innovation and mobility.

The brand’s characteristic orange and

magenta colors are distinguished from
the rest of the desaturated colors in the
photographs to show how strong the
brand affects the future.

Images that do not have moving lights will

be used, when necessary, in black and
white. These images shows movement,
energy, empowerment and stimulation.

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EXCLUSION ZONE AND SIZES

1x 1x

1x 1x

1/4x
1x 1x

20 mm. 30 mm. 40 mm. 50 mm.

For this size co-pace logo should
be use withouth tagline.

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 Do and Dont´s

Don´t distort the logo Don´t change colors Do not change proportion or
move elements of the logo

Do not modify the font of Don’t add shadows Do not reflect / mirror the logo
the logo

Do not add elements to Don´t cut the logo Use the white version on dark
the logo backgrounds and colors

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LOGO APPLICATION

1x 1x 1x 1x Placement of the co-pace brand on A4.

1x 1x 1x 1x 1x 1x
1x from above and 2x from the left.
Logo height:
1x 1x 1x 1x

7 mm excluding the p-descender

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LOGO APPLICATION
1x 1x

1x 1x 1x

1x 1x

1x 1x

1x 1x 1x

1x 1x

1x 1x 1x 1x

1x 1x 1x 1x 1x 1x

1x 1x 1x 1x

1x 1x

1x 1x 1x

1x 1x

DIN A6 DIN A5 DIN Lang DIN A4 DIN A3

height 7 mm* height 7 mm* height 7 mm* height 7 mm* height 9,9 mm*
*excluding the p-descender

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LOGO APPLICATION

1x 1x

1x 1x 1x

1x 1x

1x 1x

1x 1x 1x

1x 1x

1x 1x

1x 1x 1x

1x 1x

1x 1x

1x 1x 1x

1x 1x

DIN A5 / A6 DIN Lang DIN A4 DIN A3

height 7 mm* height 7 mm* height 7 mm* height 9,9 mm*

*excluding the p-descender

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LOGO APPLICATION

For graphics and Print design the logo is placed on the right.
26 If the piece is larger than 30 cm or has a greater visual hierarchy, the logo can be placed in the middle. C o - p a c eC O B- PRA AC EN BDR AGNUD I GDUEI DLEILNI NEE SS
LOGO APPLICATION

For graphics and Print design the logo is placed on the right.
27 C o - p a c eC O B- PRA AC EN BDR AGNUD I GDUEI DLEILNI NEE SS
LOGO APPLICATION

28 C o - p a c eC O B- PRA AC EN BDR AGNUD I GDUEI DLEILNI NEE SS

LOGO APPLICATION - Presentation

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LOGO APPLICATION

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LOGO APPLICATION

For graphics and advertising the logo is placed on the right.

31 C o - p a c eC O B- PRA AC EN BDR AGNUD I GDUEI DLEILNI NEE SS

LOGO APPLICATION - NEWSLETTER

CONNECTING
TODAY TO
ACCELERATE
CONNECTING TOMORROW
TODAY TO We work with Continental in symbiosis. From
Continental, we gain deep insights into
relevant points of the mobility industry. These
insights are explored, and their learnings are
applied to generate new technologies. These

ACCELERATE
technologies stem from our partners (sourced
internally from Continental) or from external
startups.

TOMORROW These technologies stem

from our partners (sourced
internally from Continental)
or from external startups.

We work with Continental in symbiosis. From

Continental, we gain deep insights into
relevant points of the mobility industry. These
insights are explored, and their learnings are
applied to generate new technologies. These
technologies stem from our partners (sourced
JOIN US!
internally from Continental) or from external
startups.

www.copace.com powered by

32 These technologies stem CO-PACE BRAND GUIDELINES

from our partners (sourced
internally from Continental)
or from external startups.
33
THANK YOU! CO-PACE BRAND GUIDELINES