Online Advertising

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YOUR TARGET AUDIENCE IS ONLINE

We would like to guide you through the great variety of advertising formats and social media channels. By following our design rules and using our social media templates, it is easier to focus on what to communicate and how to speak to your target group. Be aware that the advertising formats are specified by the respective channels you want to communicate in.  

Before choosing a specific advertising tool, define your goal, identify your target group, and then clarify if the focus is on the engagement of people or on creating a greater reach by placing the ad. There are different cost models to consider, based on the choice you make. 

RULES TO REMEMBER

  • All designs should follow our design basics
  • Are there country-specific or cultural customs you need to keep in mind? 
  • Different countries, and different platforms: in China most of the Western platforms don’t work (e.g. Facebook, and Instagram). Please get to know the local conditions. 

Descriptors

Where to place the descriptor on an online advertisement?
If possible, please make sure to use our descriptor. Please keep in mind it is important that the descriptor is placed as far as possible from our business logo and the Vibrant M. However, it should be clear that the descriptor belongs to our respective business logo. Depending on the online ad's format, it might be not enough space to place the descriptor. However, if it is possible e.g. in an animated gif format to have a loop, where one of the images shows the descriptor, it is mandatory. For more detailed information on the descriptor go to our logos section.


DISPLAY ADVERTISING

WHAT ARE DISPLAY ADS?

Display advertising (banner ads) helps you promote your brand when people are browsing online, watching videos, checking e-mails, or using mobile devices and apps. They can feature carefully designed text, fonts, colors, pictures, graphics, and even animation. 

Pros

  • Build brand awareness
  • Custom targeting 
  • Great variety of ad formates

Cons 

  • Low click-through rate
  • Low conversation rate

DESIGNING YOUR AD

Beside the given formats and limitations specified by the channel you want to advertise in, we have defined some general rules to help you design your display ad. At the beginning, please make sure you follow our design basics

Since banner formats can be extreme, we have set up recommendations and edge case options for the size, spacing, and position of our business logo(s). The result should lead to a balanced layout. 

ONE BUSINESS LOGO

STILL UNSURE?

If you still have any questions regarding the use of the business logo, please contact us via branding@emdgroup.com.

USE CASES FOR DIFFERENT FORMATS

The following cases demonstrate the use of our specifications defined above. All use cases have a minimum logo size of 14 px and vary in terms of the positioning and spacing to balance the layout, depending on the ad format and interplay with other elements of the ad, for example the text. 

Option 1: standard size and position
Ad format (300 × 200 px)

  • Logo size
    390 px (diagonal) / 60 ≈ 6.5 px (used min. size of 14 px)
  • Spacing
    3 M (42 px)
  • Logo position
    top right (standard rule) 

Option 2: balance through centering
Ad format (728 x 90 px) 

  • Logo size
    1001.7 px (diagonal) / 60 ≈ 16.7 px
  • Spacing
    3 M (50 px), 5 M (to the M-font)
  • Logo position
    centered right

Option 3: more space for your message
Ad format (728 × 90 px)

  • Logo size
    1001.7 px (diagonal) / 60 ≈ 16.7 px

  • Spacing
    3 M (50 px), 5 M (to the M-font)
  • Logo position
    top right (standard rule) 

Option 4: Bold
Ad format (728 × 90 px)

  • Logo size
    37.7 px (maximum size respecting the clear space of 3M)
  • Spacing
    3 M (30 px), 5 M (to the M-font)
  • Logo position
    format-filling, center

USE CASES FOR SMALLER FORMATS

Even for standard formats there might be some edge cases where our standard rules just don’t work. Depending on the length of the diagonal, the calculation can lead to a tiny, barely visible logo or a logo that would require a position that does not create a balanced look. 

Follow the calculation

Follow the calculation
Following the logo size calculation might lead to a balanced layout even though the logo is smaller than our recommended minimum height of 14 px. Small logos should be used for edge cases only.

  • Logo size
    Ad format (120 × 600 px).
    Maximum size respecting the clear space for edge cases.
  • Spacing
    2 M (28 px), e.g. 5 M (to the M-font) 
  • Logo position
    top center
Don'ts

Don'ts
The standard logo size might not fit to the format.

The minimum logo size of 14 px with a clear space of 2 M doesn’t fit into the format. Try another option.

Don’t rotate a logo to make it fit.
The minimum logo size of 14 px with a clear space of 2 M is placed at a 90° angle – this is not a solution to go for. Do not rotate, compress, stretch, or distort the logo. See all of our logo don’ts

IN THE CASE OF TINY FORMATS

When there isn’t enough room in which to fit the entire logo of the business, we use the Initial M. The M is for situations like a browser favicon or a smartphone app icon and it should not be used as another logo. 

The Initial M

  • Logo size
    Example format (120 × 90 px).
    16 px “Initial M” × 1.5 = 24 px
  • Spacing
    1 M (24 px)
  • Logo position
    Centered

No microscopic solutions
The example format is 120 × 90 px. The entire logo with proper spacing would end up in a microscopic size that would not stand out. We can use the Initial M in cases where there is limited space.

OUR 3 Business LOGOS

In cases where the logo doesn't fit the format, use a vibrant M instead. For very small applications e.g. a profile image or a favicon the initial M. You can always use our 3 business logo set up format-filling with a minimum space of 3M.

USING THE VIBRANT M INSTEAD OF ALL THREE BUSINESS LOGOS

As shown above, the Vibrant M can be placed instead of all three business logos, if there is not enough space to place the respective business logo properly. But it can also be used instead of all three business logos. In very rare cases all three business logos would need to be shown on an online ad. But due to limited space and the common size of web banners, the minimum size and the clear space make this impossible. So in such cases, the Vibrant M can be used instead of all three logos.

Vibrant M 
The example format is 728 × 90 px. The format is too small to show all three business logos. By using the Vibrant M there also is more room for other content.

All 3 U.S./CAN Business Logos     
Example of all 3 Logos as animated gif.

FURTHER GUIDANCE

If you have more specific questions regarding the use of our three business logos on online ads, please don't hesitate to contact branding@emdgroup.com


SOCIAL MEDIA

WHAT IS IT?

Social media marketing helps to improve brand engagement and loyalty.
Build stronger customer relationships by showing your audience how your brand is different and reinforcing that your business cares. Get access to more than 3.8 billion social media users worldwide (source: We are Social, 2020). 

Why is it effective?
Target your social media ads by selecting language, gender, interest, follower, device, behavior, tailored audiences, key words, or geography. 

Pros

  • Build brand (awareness) 
  • Identify new users
  • Increase customer loyalty
  • Engage with customers 

Cons

  • Community management 
  • Loss of control 
  • Smaller reach due to oversharing of other marketers 

FURTHER GUIDANCE

For general information on our brand design we advise you to have a look at our design basics first. For more guidance on online advertisement please contact branding@emdgroup.com.

  • DESIGN BASICS

    Our brand is our most important asset. With our unique and vibrant brand design, we differentiate ourselves positively from our competition.

    Learn more
  • Logos

    Our logos are the heart of our brand. They should always be displayed as prominently as possible.

    Learn more
  • TONE OF VOICE

    What we say and how we say it matters. Our verbal identity complements our visual identity. 

    Learn more

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