Transcription
Corporate Identity ManualSwitzerlandDecember 2008
2Table of Contents1234567IntroductionCorporate Design Elements Brand SwitzerlandApplication Design Elements Brand SwitzerlandBilateral ProjectsLogo Applications for Subsidised ActivitiesLogo Applications for Partner OrganisationsMajor International Events3185196139147154December 2008
31 Introduction1.1 Strengthening the Brand Switzerland41.2Area of Application and Validity51.3Identity1.3.1 Brand Context1.3.2 Brand Analysis1.3.2.1 Present Brand Image1.3.2.2 Future Brand Image1.3.3 Future Brand Communication1.3.3.1 Core Messages1.3.3.2 Tonality1.3.3.3 Corporate mber 2008
1.1Strengthening the Brand Switzerland4In today’s global society countries compete witheach other for the world’s attention, for people,for foreign investment and capital. Where peoplespend their holidays, where companies invest,which university scientists select for their researchactivities, or where major conferences are held –all these decisions affect the importance and theprosperity of a country. The way a country isperceived abroad is central for such decisions.Therefore a country cannot allow itself to beindifferent to its image abroad.This manual contains the visual guidelines forSwitzerland’s worldwide presentation initiated andsponsored by Presence Switzerland. A consistentapplication of these guidelines is needed to thestrengthening of the brand. The uniform appearanceis the base to increase the impact of our activitiesby a higher degree of recognition.Focused, consistent and strategic communicationis needed to grant a country a sustainable,distinguishable and advantageous image in theworld, in other terms a “nation-brand”. Successfulnation branding, i.e. communicating a unique,unmistakable profile, makes a country stand outabove others. In this respect, nation brandingis a vital investment into the future of a country.Your Presence Switzerland TeamWe thank everybody who helps us creating auniform appearance of Switzerland worldwide byapplying the following guidelines.It is Presence Switzerland’s goal to establish thenation Switzerland as a strong brand. Creatinga consistent content and a visual basis – a corporateidentity – for Switzerland’s presentations all overthe world is the key to the success of the BrandSwitzerland.IntroductionDecember 2008
1.2Area of Application and ValidityThis manual is addressed to the staff of the FederalDepartment of Foreign Affairs, partner organisationsand sponsors who implement activities of Switzerlandabroad in cooperation with Presence Switzerlandas well as to specialists who are carrying out designwork on a commission basis.The purpose of the guidelines in this manual isto ensure a uniform appearance for the presentationof Switzerland abroad. The guidelines apply toall activities of Switzerland that Presence Switzerlandimplements abroad, including those for which itprovides financial or logistical support.It should be noted that Presence Switzerland notonly carries out activities abroad under its own aegisbut also supports activities of third parties. Presence Switzerland ActivitiesIn the case of activities being completely initiated,managed and implemented by PresenceSwitzerland, the application of the entire CI ismandatory.Introduction5 Subsidised activities by Presence SwitzerlandActivities which are financially supported in theframework of the Presence Switzerland strategyare not subject to the full CI requirement. Inthe case of such activities, the Logo Switzerlandshould be used as an over-arching symbol forthe activities concerned.The Corporate Identity Manual Switzerlandcan be obtained at Presence Switzerland(prs@eda.admin.ch). Presence Switzerland alsoprovides the Logo Switzerland in variouslanguages as well as templates for the mostcommon means of communication (brochures,flyers, advertisements etc.).All applications of the CI Switzerland must bepresented to Presence Switzerland for approval priorto any kind of reproduction or output.December 2008
1.2Area of Application and Validity6Interrelation between CI Switzerland andCD ConfederationCD Confederation:The corporate design of the Swiss Confederationis the visual identity of the federal administration.The corporate design of the federal administrationrepresents the administration and its departments.It applies to the Federal Chancellery, the departments,the offices and all organisational units of thefirst and second circle. See www.bk.admin.chCI Switzerland:The Corporate Identity Switzerland is an instrumentof Nation Branding. It is used for the Swiss presenceabroad and defines its content and visual basis.As Presence Switzerland is a federal office, the CISwitzerland is subject to the guidelines of theCD Confederation. The CI Switzerland has beenapproved by the Conference of General Secretarieson 25 January 2008. The way in which the guidelines of CD Confederation are implemented in theframework of CI Switzerland will be explained indetail in chapter 3.IntroductionDecember 2008
1.3Identity7This chapter illustrates the identity of Switzerland asa brand.The Identity Switzerland determines the values andmessages of Switzerland to be communicated andaims to position Switzerland uniquely in the internationalcompetition.The Identity Switzerland is the basis for the coremessages, the tonality and the visual elements ofSwitzerland’s communication abroad.IntroductionDecember 2008
1.3.1IdentityBrand ContextAll communication for Switzerlandtakes place in the brand contextof Switzerland’s self image, its imageabroad and the reality.8RealitySelf image:The perception of Switzerland withinSwitzerland.Image abroad:The perception of Switzerland abroad.Reality:The actual strengths and weaknesses ofSwitzerland.The goal of the communication abroadis to make all actual strengths ofSwitzerland part of the image abroad, i.e.create a realistic, positive image of thecountry as seen outside of Switzerland.Self imageImage abroadIn order to reach this goal, the exactcontent of the above-mentionedcontextual parameters has to bedefined.IntroductionDecember 2008
1.3.2IdentityBrand AnalysisThe definition of the contextualparameters is based on various externalstudies, international comparisons andanalyses by third parties.As the goal of the communication is tocreate a positive, realistic image of thebrand abroad, the brand analysisconcentrates on Switzerland’s strengthsonly – being fully aware of theweaknesses, too, of course.The analysis shows a very highcongruency in many aspects (the middleintersection), yet at the same timehighlights obvious differences in theperception inside and outside ofSwitzerland as well as between realityand image.The middle intersection defines thebrand image of today, the differences inperception influence the definition of theaspired, future brand image.Introduction9RealityInnovative industriesInternational hubCompetitivenessEcological technologiesQualityPolitical participationStabilitySelf-determinationQuality of lifeHealth careEcological awarenessVocationalFinancial ctsPrecisionSecurityNeutralityEducationSwiss CrossRed and whiteSelf imageDiversityImage abroadFriendly populationDecember 2008
1.3.2.1IdentityBrand AnalysisPresent Brand Image10Exclusiveshp liQuality of lifeRichFinancial centreBeautifulEnvironmentalprotectionterAcco mPreciseQualityara cIntroductionReliableStabilityChThe goal is to complete and refreshthe present image with those elementsthat are attractive and relevantfor the audience abroad, distinguishSwitzerland from other countriesand leave room for creative branddevelopment.Security&The present brand image draws arather traditional picture of Switzerland.A picture that corresponds onlyinadequately with the actual reality andthe innovative aspect of the country.eValusntesThe accomplishments define whatthe brand contributes to its environment.The values & character describe themanner in which the brand acts andbehaves. The appearance definesthe typical elements by which the imageof the brand is manifested.mThe brand image can be divided intothree sections: accomplishments, values& character and appearance.NeutralEducationMountainsSwiss CrossRed and whiteBanks, bank secrecyPocket knife, watch,chocolate, cheeseA p p earanceDecember 2008
1.3.2.2IdentityBrand AnalysisFuture Brand Imageshp liTrustworthyAuthenticSecure futureacterPremium qualitySelf-determinationh arAcco mu&CThe accomplishments self-determinationand secure future position the brandvery uniquely and favourably in a highlyindividualised and highly insecure world.The messages define the relevant contentof the communication abroad.eValsntesThe aspired future brand image condensesthe brand elements to a more compact,active brand with more communicativeimpact. It focuses on two core messagesthat contain the relevant accomplishmentsdescribed above, yet with an innovative,active aspect added to them.mBased on the above-mentioned criteria,the brand image of the future has beendefined after extensive screening andevaluation of the present brand image.11Alpine habitatSwiss CrossThe focus on these two accomplishmentsdraws the picture of a confident brandwith a strong position in the internationalcontext. This attitude is also reflectedin the sections values & character andappearance. It determines the tonalityand the visual style of the countrycommunication abroad.IntroductionRed and whitePeopleA p p earanceDecember 2008
IdentityFuture Brand CommunicationCoSecure future&Trustworthyp li s h m eomAccAuthenticPeopleSwiss CrossRed and whiteAppeara n To n alitySelf-determinationte rPremium qualityAlpine habitatIntroductionesnts Valura cAll three aspects are of the sameimportance in the implementation ofcommunicative measures abroad.They must be followed strictly by allparties involved.eshas #ORE MESSAGESs 4ONALITYs #ORPORATE DESIGNreMagsseCThe elements of the future brand imagedefine the guidelines for the countrycommunication abroad. These guidelinesconcern three aspects, all of themdescribed in this manual:12tece aroC orpn1.3.3DiesgDecember 2008
IdentityFuture Brand CommunicationCore Messageses&Trustworthyp li s h m eomAccSelf-determinationAuthenticPeopleAlpine habitatppSwiss CrossRed and whiteeara n To n alityPremium qualityte rnts Valura cIntroductionSecure futureAThe two core messages must beconveyed in all projects, study trips orinformation material sponsored byPresence Switzerland. They are notslogans, though, and should never beused as abstract terms, but only incombination with concrete case storiesfrom Switzerland. Correspondingsuccess stories can be found atwww.image-schweiz.cheshaSecure future contains the high quality oflife, the high life expectancy, the security, thepolitical stability, the attractive location forinternational companies, the financial centre,the innovative environment protection, thelife science, the excellent health care systemetc.reMagsseCSelf-determination stands forSwitzerland’s pursuit of independence,the political system with the directdemocracy, the federalism, the tax system,the protection of intellectual property,the banking secrecy and much more.CoThe two core messages are selfdetermination and security for the future13tece aroC orpn1.3.3.1DiesgDecember 2008
Coes&Trustworthyp li s h m entsAuthenticPeopleeara ntece aroC orpnSwiss CrossRed and whiteApp To n alitySelf-determinationte rPremium qualityAlpine habitatIntroductionesra cSecure future ValuhaThis means the communication mustbe trustworthy, reliable and credible.It must be of premium quality, in text, artwork and execution. It must alwaysbe authentic, communicating the actual,existing strengths of Switzerland. Allexamples and pictures must tell storiesabout real people.reMagsse14CCommunication gives the brandSwitzerland a voice, in countries all overthe world, in any given activitysponsored by Presence Switzerland.The tonality for the communicationmust therefore always express the valuesand the character of the brand.IdentityFuture Brand CommunicationTonalityomAcc1.3.3.2DiesgDecember 2008
IdentityFuture Brand CommunicationCorporate DesignCoSecure future&Trustworthyp li s h m eomAccAuthenticPeopleSwiss CrossRed and whiteAppeara n To n alitySelf-determinationte rPremium qualityAlpine habitatIntroductionesnts Valura cIn order to convey a more active,confident and self-determined imageof Switzerland, the Swiss populationand the Swiss Alps should be moredominantly present in all communicationmeasures.eshaThey are implemented in the LogoSwitzerland, in the layout guidelines ofall communication material and in thevisual world defined in chapter 2 and 3.reMagsseCThe elements of the appearance, i.e.the Alpine habitat, the Swiss Cross, thecountry colours red and white and thepeople, are integral part of the CorporateDesign.15tece aroC orpn1.3.3.3DiesgDecember 2008
1.4GlossaryCorporate IdentityThe Corporate Identity (CI) is the identity andpersonality of a company or organisation.It defines the overall behaviour, communicationand visual appearance of a corporation.Corporate DesignThe Corporate Design (CD) is a part of the CorporateIdentity (CI). It contains the entire visual appearanceof a company or organisation. The design of variousmeans of communication, e.g. logo, stationery,advertising material, packaging etc. is part of the CD.CD ManualThe Corporate Design manual brings together alldistinctive characteristics of the Corporate Designsplus its definitions and measurements. It containsmandatory as well as optional guidelines.AppearanceThe visible, visual appearance of a companyor organisation, also called Corporate Design.LogoLogo is a synonym for signet, company sign,company logo.Introduction16PaginaTechnical term for the number of a page.PointUnit of measure in the typographic measuringsystem. 1 point 0.376 mmThreshold ValueThe threshold value defines the borderline fortonal values (grey tones) to be counted to eitherwhite or black.Exclusion ZoneDefines the free space around the logo. Theexclusion zone makes sure that no othergraphic elements are positioned too close tothe logo and thus compromise its impact.ScalingUp and down sizing of signs and pictures.URLUniform Resource Locator. The URL specifies theexact address (domain name, directory) for internetdata used mainly within the World Wide Web.December 2008
1.5Contact17Federal Department of Foreign Affairs FDFAGeneral Secretariat GS-FDFAPresence SwitzerlandBundesgasse 323003 BernPhone 41 31 322 01 83Fax 41 31 324 10 60prs@eda.admin.chIntroductionDecember 2008
182 Corporate Design Elements Brand Switzerland2.1 Logo Switzerland2.1.1 Logo Size2.1.2 Logo Font2.1.3 Logo Colours192728292.2 Logo Usage2.2.1 Logo Placement2.2.2 Logo Background2.2.3 Don’ts303132332.3 Typography342.4 Corporate Colours372.5 Visual World / Photography392.6 Logo Confederation422.7 Logos Partners / Sponsors442.8 URL46December 2008
2.1Logo Switzerland19It is the Logo Switzerland’s function to:make Switzerland visible around the worldact as an interconnecting element for activities ofSwiss organisations abroadcreate a strong brand recognition and recollectionstrengthen the Swiss participants involvedstand for the quality and importance of the activityThe Logo Switzerland acts as a unifying image for theSwiss activities around the world.Corporate Design Elements Brand SwitzerlandDecember 2008
2.1Logo Switzerland20Logo ElementsTwo elements compose the LogoSwitzerland: the white cross on a redbackground (the Swiss nationalemblem) and the text “Switzerland.”in the language of the countrywhere the logo is used. These twoelements can not be separated.Note:The word “Switzerland” in the specificlanguage is always followed by afull stop, except for applications inlanguages normally not usingpunctuation marks (Chinese, Japanese,Thai etc.). The word Switzerlandis written in Helvetica font (see 2.1.2Logo Font).Corporate Design Elements Brand SwitzerlandDecember 2008
2.1Logo Switzerland21Logo DesignThe Logo Switzerland is used in twodesign variations, either on white or onred. Do not alter or change the design.Only use original data.Corporate Design Elements Brand SwitzerlandDecember 2008
2.1ProportionsLogo Switzerland57The two elements of Logo Switzerlandare arranged in a fixed proportion anddesign. Do not separate the elements.The grid shown provides the properproportion and layout of the logo.Scaling the logo up or down is allowed(minimum size 10 mm in print and60 pixel in online media).6227557630752.55The Swiss emblem consists of 30 30 units.Corporate Design Elements Brand SwitzerlandDecember 2008
2.1MeasurementsLogo SwitzerlandxxxxThe standard measuring constantderived from the logo is “x”. “x”is used for the measurements of allapplications in this manual.23xxxxx 5 unitsxx7.5 xxx0.5 x1x6xCorporate Design Elements Brand SwitzerlandDecemberOctober 2008
2.1Logo Switzerland24Design Variation RedUse a white border around the Swissemblem when displaying it on a redbackground.xxxxxxxxxx7.5 xxx0.5 x1x6xThe white border measures 15 % of xCorporate Design Elements Brand SwitzerlandDecember 2008
2.1Logo Switzerland25Exclusion ZoneMaintain a consistent exclusion zonearound the Logo Switzerland, as shown.This space represents the minimumdistance between the logo and any otherdesign element or text.The minimum distance to be maintainedaround the Logo Switzerland measures2 x around the logo whatever the size ofthe logo may be.1x1 x height of the word mark2 x minimum distance1xRule of thumb:Minimum distance 2 height of wordmarkCorporate Design Elements Brand SwitzerlandDecember 2008
2.1Logo Switzerland26LanguagesThe Logo Switzerland should bewordmarked in the official languageof the country where it is used. Thisguarantees that the origin is clear andunderstandable.Note:The word “Switzerland” in the specificlanguage is always followed by afull stop, except for applications inlanguages that do not normallyuse punctuation marks (Chinese,Japanese, Thai etc.). The wordSwitzerland is written in HelveticaFont.Logo SwitzerlandWord mark in the language of the country where the logo is usedCorporate Design Elements Brand SwitzerlandDecember 2008
2.1.1Logo SwitzerlandLogo Size27For print, the minimum height of theLogo Switzerland is 10 mm. Seerecommended logo heights as shown.17.5 mm14 mmNote:The Logo Switzerland should always bebiggest logo use. Make sure that theLogo Switzerland is never smaller thanother logos used.Logo size: 14 mm / heightFormat: A6 (105 148 mm)Logo size: 17.5 mm / heightFormat: A6/5 (105 210 mm)Format: A5 (148 210 mm)Reproduction in original sizeReproduction in original size21 mm10 mmCorporate Design Elements Brand SwitzerlandLogo size: 21 mm / heightFormat: A4 (210 297 mm)Minimum size: 10 mmFormat Business Card et al.Reproduction in original sizeReproduction in original size60 pxMinimum size digital media:60 pixelDecember 2008
2.1.2Logo SwitzerlandLogo Font28The font chosen for the wordmark ofthe basic version of the Logo Switzerlandis Helvetica New 75 Bold. This styleserves as a basis for the other languagesin Latin typefaces.All language versions share an identicaldesign and proportion. The heightof upper case letters is identical inall versions. The wordmark is adjustedto the width of the logo (spacing,distortion).Logo image files are available in:German, French, English, Italian, Spanish,Hungarian, Dutch, Portuguese, Chinese,Japanese, Russian, Arabic and Turkish,Note: a full stop follows any countryname in Latin script.There are a number of language versionswith non-Latin typefaces available. If arequired language version is unavailable,a request should be made to PresenceSwitzerland. Do not recreate individuallogos.Corporate Design Elements Brand SwitzerlandDecember 2008
2.1.3Logo SwitzerlandLogo Colours29The Logo Switzerland may be displayedin red with black text on a white background or with a white border and whitetext on a red background. The colourdefinitions on this page are binding.The black and white version displayedhere may be used as an exception inblack and white communication, e.g. forfacsimile or internal communication.RedCMYK 0/100/95/5Pantone 1797 C / 1797 URGB 225/26/39HEX # E11A27Corporate Design Elements Brand SwitzerlandWhiteCMYK 0/0/0/0Pantone White C/URGB 255/255/255HEX # FFFFFFBlackCMYK 0/0/0/100Pantone Black C/URGB 0/0/0HEX # 000000December 2008
2.2Logo Usage30The Logo Switzerland is used outside of Switzerlandfor publications, events, exhibitions, congresses andother activities that are in close relation to Switzerlandand help building the country’s image.The guidelines documented in this manual are bindingfor all applications of the logo. Strict compliance withthese guidelines is the basis for a strong and consistentappearance of Switzerland abroad.Corporate Design Elements Brand SwitzerlandDecember 2008
2.2.1Logo UsageLogo PlacementThe Logo Switzerland must alwaysbe displayed prominently on all designcollateral. The normal position of thelogo is on the bottom right (or on the topright for digital media). As a secondchoice, the logo may be positioned inthe middle of a page if no otherdesign elements appear. Examplesof logo positioning can be found inchapter 3.31HeadlineSubheadlineIn eos porro aperiri, ut mel habeo menandri constituam. temolestiae elaboraret sea, offendit salutandi patrioqu no eum.Te sit alii tempor molestiae.HeadlineSubheadlineCu puto omnium antiopam vix, mel erant maiestatis te. Vidit ludus necessitatibus ea vis, eu enim agavimia cum ei malorummaluisset. Virtute debitis vim ex. Ut duo idque rationibus, ut eam porconcludaturquet meis eloquentiam eam, id cum eligendimolestiae ctior at his, novum legendos dignissim temea intellega mdeb.SponsorSponsorsA minimum distance between thelogo and any other element asindicated in 2.1 Exclusion Zone mustbe observed in all sorwww.swissworld.orgBillboardCorporate Design Elements Brand SwitzerlandDecember 2008
2.2.2Logo UsageLogo Background32The Logo Switzerland may be displayedin red with black text on a whitebackground or with a white border andwhite text on a red background. Theblack and white version shown hereis only to be used in black and whitecommunications as an exception.Corporate Design Elements Brand SwitzerlandDecember 2008
2.2.3Logo UsageDon’ts33Do not display the Logo Switzerlandwith alternative colours, additionalborders, distorted text or on colouredbackgrounds (except red backgrounds)or other fonts.Logos must be taken from the originalimage file provided. Only the sizeof the logo may be changed whilemaintaining the proper proportions.SwitzerlandCorporate Design Elements Brand SwitzerlandDecember 2008
2.3Typography34Only Helvetica fonts should be used. If for technicalreasons Helvetica fonts are not available, useArial. For non-Latin scripts, find a similar font toHelvetica/Arial.For bodytext of all advertising material always useHelvetica/Arial or a Helvetica-like font.For internet applications the recommended font isVerdana.Corporate Design Elements Brand SwitzerlandDecember 2008
2.3Typography35Helvetica FamilyHelvetica 55 STUVWXYZ1234567890Helvetica 75 UVWXYZ1234567890Helvetica 95 TUVWXYZ1234567890Corporate Design Elements Brand SwitzerlandDecember 2008
2.3Typography36Arial NOPQRSTUVWXYZ1234567890Arial UVWXYZ1234567890Arial TUVWXYZ1234567890Corporate Design Elements Brand SwitzerlandDecember 2008
2.4Corporate Colours37Colour plays a central role in communicating thebrand Switzerland. Always use the palette of red, black,and white outlined below and apply them to anycommunications material, e.g. in typography, graphicelements etc.Corporate Design Elements Brand SwitzerlandDecember 2008
2.4Corporate Design Elements Brand SwitzerlandCorporate ColoursRedCMYK 0/100/95/5Pantone 1797 C / 1797 URGB 225/26/39HEX # E11A27WhiteCMYK 0/0/0/0Pantone White C/URGB 255/255/255HEX # FFFFFFBlackCMYK 0/0/0/100Pantone Black C/URGB 0/0/0HEX # 000000Gray 60CMYK 0/0/0/60Pantone Cool Gray 8 C/URGB 153/153/153HEX # 99999938Gray 30CMYK 0/0/0/30Pantone Cool Gray 5 C/URGB 204/204/204HEX # CCCCCCDecember 2008
2.5Visual World / Photography39Images are an integral part of the Corporate Identity.Like all other graphic aspects, images reflectSwitzerland’s brand values. Therefore, the right choiceof images is crucial for the communication abroad.Central elements of the Swiss world of images are theAlpine habitat and Switzerlands’s people.The Alpine environment and its characteristic featureson the one hand evoke strong associations withSwitzerland. On the other hand Switzerland’s peoplemake the Swiss history, values and achievementsbecome alive and tangible.Corporate Design Elements Brand SwitzerlandDecember 2008
2.5Visual World / Photography40StyleImages within the CI Switzerland arecharacterised by their natural style.Landscapes and situations taken fromeveryday Swiss life convey an imageof authenticity and believeability, as wellas an image of a country where highquality matters. For this reason, photosmust not be artificially changed ormanipulated. Poor quality pictures mustnot be used.ColoursWherever possible, images shouldcontain Switzerland’s national colours,red and white. They should be part ofa natural context, for example in backgrounds, clothing or accessories.They should never give the impressionof having been added to the pictureartificially.Corporate Design Elements Brand SwitzerlandDecember 2008
2.5Visual World / Photography41Composition/ContentEvery picture should tell a little story.Create suspense in the composition ofthe picture by using contrasts (small/large, close/far, bright/dark, etc.), specialangles or an unusual focus.Show a lively picture of a modern,active Switzerland in all the segmentsof today’s life from contemporaryarchitecture to traditional customs andfrom natural spectacles to nanotechnology.Avoid the ordinary and obvious.Corporate Design Elements Brand SwitzerlandDecember 2008
2.6Logo Confederation42The CI Switzerland is subject to the guidelines ofthe CD Confederation. Within this framework theLogo Confederation has to appear on all means ofcommunication. On multi-page material it is placedon the back, on one-page material it is positioned onthe bottom left of the page. For more informationsee chapter 3.Corporate Design Elements Brand SwitzerlandDecember 2008
2.6Logo ConfederationThe usage of the Logo Confederation isrestricted to the applications definedin the CD Confederation. For details seethe CD manual on www.bk.admin.chand the guidelines of every department.43Minimum size 32 mmOriginal Size, verticalOriginal Size, horizontalApplication Design Elements Brand SwitzerlandDecember 2008
2.7Logos Partners / Sponsors44Part of the publications used within the CI Switzerlandare published in cooperation with sponsors or partners.It is important to display the Logo Switzerlandand the logos of all partners /sponsors involved ina consistent manner.Corporate Design Elements Brand SwitzerlandDecember 2008
2.7Logos Partners / Sponsors45The Logo Switzerland is always themain logo. All other logos of partners,sponsors etc. must not competewith the Logo Switzerland.For two-sided material the LogoSwitzerland is placed on the front, theLogo Confederation and partner /sponsor logos are always placed onthe back. On one-sided material theLogo Switzerland is placed on thebottom right, the Logo Confederationon the bottom left.HeadlineSubheadlineIn eos porro aperiri, ut mel habeo menandri constituam. temolestiae elaboraret sea, offendit salutandi patrioqu no eum.Te sit alii tempor molestiae.HeadlineSubheadlineCu puto omnium antiopam vix, mel erant maiestatis te. Vidit ludus necessitatibus ea vis, eu enim agavimia cum ei malorummaluisset. Virtute debitis vim ex. Ut duo idque rationibus, ut eam porconcludaturquet meis eloquentiam eam, id cum eligendimolestiae ctior at his, novum legendos dignissim temea intellega sorwww.swissworld.orgBillboardCorporate Design Elements Brand SwitzerlandDecember 2008
2.8URL46All stationery and communication material contains anURL. The placement of URLs follows a consistent line.Corporate Design Elements Brand SwitzerlandDecember 2008
2.8URL47Publications within the CI SwitzerlandOn all printed communication materialpublished within the framework of the CISwitzerland the URL is always placedon the bottom left, aligned to the wordmark of the Logo Switzerland. Theheight of the text is identical to theheight of the wordmark.www.example.orgApplication for material with two or more sidesMinimum size 32 mmOn printed material with two or moresides the URL stands alone, on the front.On one-sided material the URL is placedunderneath the Logo Confederation.www.example.orgApplication on one-side materialMinimum size 32 mmwww.example.orgApplication on one-side materialCorporate Design Elements Brand SwitzerlandDecember 2008
2.8URL48The use of the URL is consistent in allapplications from advertisementsand billboards to brochures and leaflets.HeadlineSubheadlineIn eos porro aperiri, ut mel habeo menandri constituam. temolestiae elaboraret sea, offendit salutandi patrioqu no eum.Te sit alii tempor molestiae.HeadlineSubheadlineCu puto omnium antiopam vix, mel erant maiestatis te. Vidit ludus necessitatibus ea vis, eu enim agavimia cum ei malorummaluisset. Virtute debitis vim ex. Ut duo idque rationibus, ut eam porconcludatu
The Corporate Identity Manual Switzerland can be obtained at Presence Switzerland (prs@eda.admin.ch). Presence Switzerland also provides the Logo Switzerland in various languages as well as templates for the most common means of communication (brochures, flyers, advertisements etc.). All applications of the CI Switzerland must be
