When we use billboards and other particularly large surfaces for content/advertising, the focus should be more on image design and less on longer text content. Essentially, it is important to use the word mark so that the company is immediately recognisable. This is because advertising in public spaces is not aimed exclusively at a target group that already knows the company.

Apart from that, a short, meaningful headline is needed, as well as a kind of eye-catcher created by a design element. This allows an advertising message to be conveyed in the most concise form possible.

The image design allows for more variety. Here, the design element can be used creatively. However, as can be seen in the second and third example images, its use is not mandatory.