Roll-ups are stand-alone displays in vertical format. They are based on a defined layout matrix which depends on the format of the display. The letters marked with an asterisk refer to the dimensioning matrix shown in the PDF below.

Roll-Ups -Beispiele einzelner Flächen im Hochformat

Layout matrix and background

Layout matrix: horizontal subdivision: 9 lines; vertical subdivision: 15 columns.

The layout matrix defines the position of the logo, claim and balloon and the width of the balloon.

Background: coloured area in HR blue (100 %),  HR Cyan (100 %) or photo (full-size) with white strip at top (b)*.

Logo and claim

Position of the logo: x = 1/15 of the format width from the left (a)*; y = centred in the first line (d1)*.

Position of the claim: x = 1/15 of the format width from the right (a)*; y = centred in the second line (d2)*.

The examples show the "somewhat different" claim. The same rules apply to the "Der Rückversicherer für Deutschland" claim used in conjunction with the E+S logo.

Position of the balloon

May be placed anywhere within the defined area. The restricted (keep clear) area is as follows:

from right and left: 1/15 = 1 column (a)* from top and bottom: 2/9 = two lines (c)*.

Shape and colour of the balloon

Width: at least eight columns, always whole columns.

Height: depending on text, not more than five lines (including pointer).

Pointer mouth: two columns wide, two columns from left (start of balloon); do not distort pointer.

Colour: white or on a photo also 100 % HR blue, HR cyan, HR warm grey or 30 % warm grey.

The balloon can be dispensed with if no text is used (see example at bottom right). In this case a photo (full-size) is used as background.

Text and font

When a roll-up is used on its own, the text is always in a balloon, if the background is a full-size photo. There is a caption under the pointer in case of narrative photos, but none when key visuals are used. As an exception to the general rule, text in exhibition systems can also be set differently. See exhibition systems section.

More information about lettering see:


Only full-size motifs may be used for roll-ups – either as a narrative photo or a key visual.

Sub-brand logos on roll-ups

If a sub-brand is to be advertised at an exhibition or event, a version with speech bubble must be chosen as the basic layout. The sub-brand logo must be positioned within the speech bubble.