At Continental's annual shareholder's meeting held on May 15  2013, Continental AG unveiled a new corporate identity. It was developed by Peter Schmidt Group. The new logo is a careful update of Continental's existing wordmark that has been used with minor changes since the 1920s. The horse has been freed from its badge frame, while the typeface has been slightly modified. This is a part of new brand platform, reflecting the company's transition to a technology company, summed up in the tagline "The Future in Motion".