This document provides guidelines for Switzerland's corporate design used abroad. It contains information on: 1. The logo Switzerland, including its elements, languages, colors, and proper usage. 2. Other design elements like the logo Confederation, sender layout, typography, colors, and visual style. 3. Principles for using the design with or without partners, including placement of logos on single-sided or multi-sided materials. 4. Guidelines for subsidized activities where the logo Switzerland can be used as a joint symbol or placed in partner materials. The document establishes a consistent visual identity for Switzerland globally by outlining mandatory and optional rules for applying the corporate design in international communications and

1. Corporate Design Manual
Switzerland
November 2010
www.image-switzerland.ch

2. 2
Table of Contents
1 Introduction 3
2 Corporate Design Elements 11
3 Applications 43
4 Major International Events 74
November 2010

3. 3
1 Introduction
1.1 trengthening the Brand Switzerland
S 4
1.2 rea of Application and Validity
A 5
1.3 Brand Switzerland 7
1.3.1 Content 8
1.3.2 Tonality 9
1.3.3 Corporate Design 10
November 2010

4. 1.1 Strengthening the Brand Switzerland 4
Federal Department of In today’s global society countries compete with This manual contains the visual guidelines for
Foreign Affairs FDFA each other for the world’s attention, for people, Switzerland’s worldwide presentation initiated and /
General Secretariat GS-FDFA for foreign investment and capital. Where people or sponsored by the FDFA, Presence Switzerland.
Presence Switzerland spend their holidays, where companies invest, A consistent application of these rules and guidelines
Bundesgasse 32 which university scientists select for their research is needed to strengthen the brand. The uniform
CH-3003 Bern activities, or where major conferences are held – appearance is the base to increase the impact of our
all these decisions affect the importance and the activities by a higher degree of recognition.
T +41 (0)31 322 01 83 prosperity of a country. The way a country is
F +41 (0)31 324 10 60 perceived abroad is central for such decisions. We thank everybody who helps us creating a
Therefore a country cannot allow itself to be uniform appearance of Switzerland worldwide by
prs@eda.admin.ch indifferent to its image abroad. applying the following rules and guidelines.
www.image-switzerland.ch Focused, consistent and strategic communication FDFA, Presence Switzerland
www.image-schweiz.ch is needed to grant a country a sustainable, distin-
www.image-suisse.ch guishable and advantageous image in the world, in
www.immagine-svizzera.ch other terms a “nation-brand”. Successful nation
branding, i.e. communicating a unique, unmistakable
profile, makes a country stand out above others.
In this respect, nation branding is a vital investment
into the future of a country.
It is the FDFA, Presence Switzerland’s goal to
establish the nation Switzerland as a strong brand.
Creating a consistent content and a visual basis –
a corporate identity – for Switzerland’s presentations
all over the world is the key to the success of the
Brand Switzerland.
Introduction November 2010

5. 1.2 Area of Application and Validity 5
Corporate Design The Corporate Design (CD) This manual is addressed to specialists who are Subsidised activities by the FDFA, Presence
is a part of the Corporate Identity (CI). It contains
carrying out design work on a commission basis for Switzerland
the entire visual appearance of a company or
organisation. The design of all the relevant the staff of the Federal Department of Foreign Affairs, Activities which are financially supported in the
means of communication, e.g. logo, stationery, partner organisations and partners who implement framework of the FDFA, Presence Switzerland,
advertising material etc. is part of the CD. activities of Switzerland abroad in cooperation with strategy are not subject to the full CD requirement.
Corporate Design Manual The Corporate
the FDFA, Presence Switzerland. In the case of such activities, the Logo Switzerland
Design manual brings together all distinctive should be used as an over-arching symbol for
characteristics of the Corporate Design, The purpose of the guidelines in this manual is to the activities concerned.
such as the logo and its use, the fonts, colours
ensure a uniform appearance for the presentation
and design rules, the visual world and also
examples of the use of the Corporate Design. of Switzerland abroad. The guidelines apply to all The Corporate Design Manual Switzerland can be
It contains mandatory as well as optional activities of Switzerland that the FDFA, Presence downloaded from www.image-switzerland.ch.
guidelines. Switzerland, implements abroad, including those for The FDFA, Presence Switzerland, also provides the
More information about Brand Switzerland
which it provides financial or logistical support. Logo Switzerland and the Composed Logo in
and its strategic significance can be found in various languages as well as templates for the most
the brochure “Working with Brand Switzer- It should be noted that the FDFA, Presence Switzer- common means of communication (invitations,
land“, available in english, german and french.
land, not only carries out activities abroad under its brochures, flyers etc.).
Download from www.image-switzerland.ch
Or order a hard copy at prs@eda.admin.ch own aegis but also supports activities of third parties.
All applications of the CD Switzerland must be
Activities of the FDFA, Presence Switzerland presented to the FDFA, Presence Switzerland,
In the case of activities being completely initiated, for approval prior to any kind of reproduction or
managed and implemented by the FDFA, Presence output.
Switzerland, the application of the entire CD is
mandatory.
Introduction November 2010

6. 1.2 Area of Application and Validity 6
Interrelation between CD Switzerland
and CD Confederation
CD Confederation :
The corporate design of the Swiss Confederation
(“CD Bund”) is the visual identity of the federal
administration. The corporate design of the federal
administration represents the administration and its
departments. It applies to the Federal Chancellery, the
departments, the offices and all organisational units
of the first and second circle. See www.bk.admin.ch
CD Switzerland : L Lofo
The Corporate Design Switzerland is applied out-
side of Switzerland. It is used for the Swiss presence
abroad and defines its content and visual basis.
As the FDFA, Presence Switzerland, is a federal
office, the CD Switzerland is subject to the guidelines
of the CD Confederation. The CD Switzerland has
been approved by the Conference of General Secre-
taries on 25 January 2008. The way in which the
guidelines of CD Confederation are implemented in
the framework of CD Switzerland will be explained
in detail in chapter 3.
Introduction November 2010

7. 1.3 Brand Switzerland 7
en t
a nt
C ont
Secure
Val
u es
an
The Brand Switzerland determines the values and
ev future
messages of Switzerland to be communicated
Trustworthy
l
d
Re
ch
s>
ara
and aims to position Switzerland uniquely in the
Premium quality
omplishment
cter
Self-determination
> Tonality
Authentic
international competition.
Acc
The Brand Switzerland is the basis for the relevant
Alpine habitat
People
Ap n
content, the tonality and the visual elements of
Swiss cross,
pe
ara
red and white
e sig
nce
> Corpora te D
Switzerland’s communication abroad.
Introduction November 2010

8. 1.3.1 Brand Switzerland 8
Content
The two main accomplishments of
Switzerland are self-determination and
en t
secure future.
C ont Val
u es
t
an Secure an
ev
Self-determination stands for Switzer- future
land’s pursuit of independence, the poli- Trustworthy
l
d
Re
tical system with the direct democracy,
ch
s>
the federalism, the tax system, the protec-
ara
tion of intellectual property and much
Premium quality
omplishment
cter
more.
Secure future contains the high quality of Self-determination
> Tonality
life, the high life expectancy, the security, the
political stability, the attractive location for
international companies, the financial centre,
the innovative environment protection, the Authentic
Acc
life science, the excellent health care system
etc.
Alpine habitat
People
These two main accomplishments must
be conveyed in all projects, study trips or
information material sponsored by the
FDFA, Presence Switzerland. These two
Ap n
sig
Swiss cross,
pe red and white
De
main accomplishments define the relevant
ara
content of an activity. Corresponding
success stories can be found at
nce
> Corpora te
www.image-switzerland.ch
Introduction November 2010

9. 1.3.2 Brand Switzerland 9
Tonality
Communication gives the Brand
Switzerland a voice, in countries all over
en t
the world, in any given activity spon-
C ont Val
u
sored by the FDFA, Presence Switzer- n t es
va an
Secure
land.
The tonality for the communication
e future
Trustworthy
l
d
Re
must therefore always express the values
ch
>
and the character of the brand.
ara
ts
This means the communication must Premium quality
cter
plishmen
be trustworthy, reliable and credible.
It must be of premium quality, in text, art Self-determination
> Tonality
work and execution. It must always
be authentic, communicating the actual,
existing strengths of Switzerland. All
ccom
examples and pictures must tell stories Authentic
about real people.
A
Alpine habitat
People
Ap Swiss cross, n
pe
ara
red and white
e sig
nce e D
> Corporat
Introduction November 2010

10. 1.3.3 Brand Switzerland 10
Corporate Design
The elements of the appearance, i.e.
the Alpine habitat, the Swiss Cross, the
en t
country colours red and white and the
C ont Val
u
people, are integral part of the Corporate nt es
Design.
e va Secure
future
an
Trustworthy
l
Re
d
They are implemented in the Logo
ch
s>
Switzerland, in the layout guidelines of
ara
all communication material and in
omplishment
the visual world defined in chapter 2.8. Premium quality
cter
In order to convey a more active, confi- Self-determination
> Tonality
dent and self-determined image of
Switzerland, the Swiss population
and the Swiss Alpine habitat should
be more dominantly present in all Authentic
Acc
communication measures.
Alpine habitat
People
Ap Swiss cross, n
pe
ara
red and white
e sig
nce e D
> Corporat
Introduction November 2010

11. 11
2 Corporate Design Elements
2.1 The Basic Principle 12 2.6 ypography
T 28
2.2 ogo Switzerland
L 13 2.7 orporate Colours
C 30
2.2.1 Languages 16 2.7.1 Secondary Colours 31
2.2.2 Logo Colours /
Background Colours 17 2.8 isual World / Photography
V 32
2.2.3 Composed Logo Switzerland 18
2.2.4 Exclusion Zone 21 2.9 Principles for use 35
2.2.5 Logo Size 22 2.9.1 Without a partner, single-sided 35
2.2.7 Don’ts 23 2.9.2 With partners, two or more sides 36
2.9.3 With partners, single-sided 37
2.3 ogo Confederation
L 24 2.9.4 With partners, multi-sided 38
2.4 Sender layout 25 2.10 ubsidised Activities
S 39
2.4.1 Without a partner 25 2.10.1 Variant A: Logo Switzerland
2.4.2 With partners 26 as a joint umbrella 40
2.10.2 Don’ts 41
2.5 Proportion of logo to publication format 27 2.11 Variant B: Logo placement
into communication materials
of partner organisations 42
November 2010

12. 2.1 The Basic Principle 12
Partner organisations may also use the
CD Switzerland outside of projects
with the FDFA. The guidelines must be
observed. The Logo Confederation
is then replaced by the partner’s logo URL Helvetica
(see chapter 2.10).
If the FDFA can only include one logo Whether use is made of the CD Switzerland or the Use of Logo Switzerland as the sole
(minority participation), this must always CD of a partner organisation is a matter for negotia- CD element
be the Logo Confederation. tion. If the FDFA has a majority financial interest – Variant A: The Logo Switzerland
or the lead in a project relating to communication places all Swiss partners under
abroad, then it is mandatory for the CD Switzerland a joint umbrella. As a further manda-
to be used. tory element, the Logo Confederation
Headline
Subheadline
is positioned at an appropriate point
The CD Switzerland includes the following between the partner logos as one of
Cu puto omnium antiopam vix, mel erant maiestatis te. Vidit ludus necessitatibus ea vis, eu enim agavimia cum ei malo-
elements: the senders.
rum maluisset. Virtute debitis vim ex. Ut duo idque rationibus, ut eam porconcludaturquet meis eloquentiam eam, id cum
eligendi molestiae ctior at his, novum legendos dignissim temea intellega mdeb.
– Logo Switzerland – Variant B: The FDFA’s project new
– Logo Confederation www.swissworld.org partners can use the Logo Switzer- Zealand.
– Red area land on their own communication
– White margin materials in order to indicate that
– URL they are involved in a project /
– Typography campaign through the CD Switzer-
– Corporate colours land.
– Visual World / photography
The two variants are shown on pages 40 and 42.
A description of these CD elements and their mandatory use
may be found on the following pages.
Corporate Design Elements November 2010

13. 2.2 Logo Switzerland 13
It is the Logo Switzerland’s function to:
make Switzerland visible around the world
act as an interconnecting element for activities of
Swiss organisations abroad
create a strong brand recognition and recollection
strengthen the Swiss participants involved
stand for the quality and importance of the activity
The Logo Switzerland acts as a unifying image for the
Swiss activities around the world.
Corporate Design Elements Logo is a synonym for signet, company sign, company logo. November 2010

14. 2.2 Logo Switzerland 14
Logo Elements
Two elements compose the Logo
Switzerland: the white cross on a red
background (the Swiss national
emblem) and the text “Switzerland.”
in the language of the country
where the logo is used. These two
elements can not be separated.
The word “Switzerland” in the specific
language is always followed by a
full stop, except for applications in
languages normally not using punctua-
tion marks (Chinese, Japanese, Thai
etc.). The word Switzerland is written in
Helvetica 75 Bold (see chapter 2.2).
The logos are compiled exclusively by
the FDFA, Presence Switzerland.
The logos may not be modified in any Logo Design
way. Only the original data may be The Logo Switzerland is used in two design variations, either on white or on red.
used.
All the logos can be downloaded at:
www.image-switzerland.ch
Corporate Design Elements November 2010

15. 2.2 Logo Switzerland 15
Proportions
The two elements of the Logo Switzer-
x x x x x x
land are arranged in a fixed proportion x x x x x
x
and design. Do not separate the
elements. The grid shown provides the x
x
proper proportion and layout of the
x
logo. Scaling the logo up or down is x
allowed (minimum size 10 mm in print x
x
and 60 pixel in online media). 7.5 x
x
7.5 x
x
Measurements x
x
x
The standard measuring constant 0.5 x
0.5 x
derived from the logo is “x”. “x” 1x
1x
is used for the measurements of all
applications in this manual. 6x
6x
x = 5 units
Design Variation Red
Use a white border around the The white border measures 15 % of x
Swiss emblem when displaying it
on a red background.
Corporate Design Elements November 2010

16. 2.2.1 Logo Switzerland 16
Languages
The Logo Switzerland should be word-
marked in the official language of the
country where it is used. This guarantees
that the origin is clear and understand-
able.
The word “Switzerland” in the specific
language is always followed by a full
stop, except for applications in languag-
es that do not normally use punctuation
marks (Chinese, Japanese, Thai etc.).
The font chosen for the wordmark of
the basic version is Helvetica New 75
Bold. This style serves as a basis for the
other languages in Latin typefaces.
All language versions share an identical
design and proportion. The height
of upper case letters is identical in all
versions. The wordmark is adjusted
to the width of the logo (spacing, distor-
tion).
Logo image files are available in
different languages.
The language versions of the logo shown here are just a selection. The full range of language
Corporate Design Elements versions available may be found at: www.image-switzerland.ch November 2010

17. 2.2.2 Logo Switzerland 17
Logo Colours / Background Colours
The Logo Switzerland may be displayed
in red with black text on a white back-
ground or with a white border and white
text on a red background. The colour
definitions on this page are binding.
The black and white version displayed
here may be used as an exception in
black and white communication, e.g. for
facsimile or internal communication.
Red White Black
CMYK 0/100/95/5 CMYK 0/0/0/0 CMYK 0/0/0/100
Pantone 1797 C / 1797 U Pantone White C/U Pantone Black C/U
RGB 225/26/39 RGB 255/255/255 RGB 0/0/0
HEX # E11A27 HEX # FFFFFF HEX # 000000
RAL 3020 Verkehrsrot RAL 9016 Verkehrsweiss RAL 9005 Tiefschwarz
Corporate Design Elements November 2010

18. 2.2.3 Composed Logo Switzerland 18
Depending on where it is used, the Logo
Switzerland may also include additional
text elements. There are three variants of
the Logo Switzerland (standard, without
additional text), the logo with the addition Logo Switzerland
of the partner (country, region, city) for
bilateral projects (see page 19) and the
logo with additional text elements for
major events (see chapter 4).
There are two possible language versions
for the Composed Logo Switzerland: an
English version and a native version in the
official language of the partner. Both
the name and the wordmark of the Logo new
Switzerland are in the same language.
Whether the English or the native version Deutschland. Zealand.
(or both) is used depends on the general
local usage of logos. Logo with additional text Composed Logo Switzerland
The logos are compiled exclusively
by the FDFA, Presence Switzerland.
The logos may not be modified in any
way. Only the original data may be
used. All the logos can be downloaded
at: www.image-switzerland.ch
Logo with additional text for major events (see chapter 4)
Corporate Design Elements November 2010

19. 2.2.3 Composed Logo Switzerland 19
The Composed Logo Switzerland exists
in three variants: Host country in big
letters, in small letters and on two-lines.
As soon as the overall width of the logo
exceeds 40x, the font is automatically
Umbria.
2x
made small and, where appropriate, max. 40 x
divided over two lines. Big variant Variant with region
Do not alter or change the logo.
Always use original data.
Deutschland. 2.4 x
new york.
1.6 x
Small variant Variant with city
new 2.4 x
Zealand. 2.4 x
2x
1.6 x
Two-line variant Variant with theme
Corporate Design Elements November 2010

20. 2.2.3 Composed Logo Switzerland 20
Colours new
Zealand. Deutschland.
The Composed Logo Switzerland should
appear in colour whenever possible,
red and black on a white background or
white on a red background.
As an exception the logo may also be new
used in black and white. Zealand. Deutschland.
new
Zealand. Deutschland.
new
Zealand. Deutschland.
Corporate Design Elements November 2010

21. 2.2.4 Logo 21
Exclusion Zone
Maintain a consistent exclusion zone
around the Logo Switzerland, as shown.
This space represents the minimum
distance between the logo and any other
design element, text or page border.
2x
The minimum distance to be maintained
1x
around the Logo Switzerland measures
2 x around the logo whatever the size of 1x
the logo may be.
1 x = height of the word mark
2 x = minimum distance
Deutschland.
Rule of thumb 1.6 x
Minimum distance = 2 × height of word
mark
Composed Logo Switzerland
Minimum distance = 3 × height of word new
mark
Zealand.
1.6 x
Exclusion Zone Defines the free space around the logo. The exclusion zone makes sure that no
Corporate Design Elements other graphic elements are positioned too close to the logo and thus compromise its impact. November 2010

22. 2.2.5 Logo 22
Logo Size
14 mm
14 mm
For print, the minimum width of the Logo 11.2 mm 11.2 mm
Switzerland is 8 mm. See recommended
logo heights as shown.
For print products bigger than A4,
the maximum width is 6% of the overall
width.
Logo width: 11.2 mm Logo width: 14 mm
Format: A6 (105 × 148 mm) Format: A6/5 (105 × 210 mm); Format: A5 (148 × 210 mm)
The Logo Switzerland is always the main Reproduction in original size CD / DVD Booklet
logo. Make sure that the Logo Switzer- Reproduction in original size
land never appears smaller than other
logos. 16.8 mm
16.8 mm
8 mm 8 mm
If there is not enough space for the
Composed Logo Switzerland, then the
Logo Switzerland is used.
The ratio of the Logo Switzerland dimen- Minimum width: 8 mm
Format Business Card et al.
sions to the publication format is shown Digital media
Reproduction in original size
on page 27.
Logo width: 16.8 mm
Format: A4 (210 × 297 mm)
Reproduction in original size
8 mm 8 mm 8 mm
10 mm
new
48 px Deutschland. Zealand.
Corporate Design Elements Minimum size of the Composed Logo Switzerland November 2010

23. 2.2.7 Logo Usage 23
Don’ts
Do not display the Logo Switzerland
with alternative colours, additional
borders, distorted text or on coloured
backgrounds (except red backgrounds)
Title
Subtitle
or other fonts.
Text
Do not separate the Logo Switzerland
from the text. Do not create composed
logos with partner logos.
Do not alter the text, colours, proportions
or design of the bilateral project logo.
Do not place the logo over alternative Switzerland
colours or photo backgrounds.
The Logo must be taken from the original
image file provided. Only the size of the
logo may be changed while maintaining
the proper proportions.
Claim
Corporate Design Elements November 2010

24. Deu
für die Logos (Kennz
2.3 Logo Confederation 24
Extrait du
Fran
Les exemples montre
indications sont vala
l’administration.
The CD Switzerland is subject to the 55 mm Minimum size 32 mm Minimum size 32 mm
guidelines of the CD Confederation.
Within this framework the Logo Confed- Excerpt fr
Eng
eration has to appear on all means of The samples show o
communication. On multi-page material are also valid for all l
it is placed on the back, on one-page
material it is positioned on the bottom
left of the page. For more information
Original Size, vertical
see chapter 3.
The usage of the Logo Confederation is
restricted to the applications defined Sprachvarianten
Das Bundeslogo bleibt unv
in the CD Confederation. For details see Rätoromanisch darf wegg
the CD manual on intranet FDFA and Original Size, horizontal
Das Bundeslogo darf durc
Sprachen werden durch ei
the guidelines of every department.
Versions linguistiques
Le logo de la Confédératio
Contact: cdbund@eda.admin.ch français, l’italien et le rom
Le logo de la Confédératio
gne séparera les langues s
Additionnal languages
The logo of the Confedera
and Raeto-Romance can b
It is possible to combine more than one identifier. The logo of the Confedera
The logos are EDA/DTC/Jan2010 Communication of Information Dept. at the FDFA. nal languages are separate
Information compiled by the Visual
55 mm
2x 5x 2x 5x 2x
2x
Application Design Elements The exclusion zone around the Logo Confederation must be taken into account. November 2010

25. 2.4 Sender layout 25
2.4.1 Without a partner
Sender layout for
the Logo Confederation
On all printed communication material
www.example.org
published within the framework of the CD 3X
Switzerland a relevant URL is always
3X
placed on the front on the bottom left,
aligned to the wordmark of the Logo
Title page for applications for material with two or more sides 3X 3X
Switzerland. The height of the text is
identical to the height of the wordmark.
Minimum size 32 mm
On printed material with two or more
sides the URL stands alone, on the front.
On one-sided material the URL is placed www.example.org
3X
underneath the Logo Confederation.
3X
The distance between the URL and the
Logo Confederation must correspond to Application on one-side material
at least the exclusion zone for the Logo
Confederation.
The ratio of the Logo Switzerland
dimensions to the publication format
is shown on page 27. www.example.org
3X
3X
Corporate Design Elements Application on one-side material November 2010

26. 2.4.2 Sender layout 26
With partners
For two or more-sided applications, Presenting Sponsor
the Logo Confederation is included on
the rear, as the sender, together with
the partners’ logos. Gold Sponsors
On single-sided materials, the sender
and the partners’ logos are on the left
and the Logo Switzerland on the right.
Silver Sponsor
Bronze Sponsors
SWISS GUIDES
Shaping Mountain Culture
in Western Canada
Supporting Bronze Sponsor
Applications for material with two or more sides, back and cover
Headline
Subheadline
Cu puto omnium antiopam vix, mel erant maiestatis te. Vidit ludus necessitatibus ea vis, eu enim agavimia cum ei malorum
maluisset. Virtute debitis vim ex. Ut duo idque rationibus, ut eam porconcludaturquet meis eloquentiam eam, id cum eligendi
molestiae ctior at his, novum legendos dignissim temea intellega mdeb.
New
Sponsors
www.swissworld.org
Zealand.
Corporate Design Elements Application on single-sided material November 2010

27. 2.5 Proportion of logo to publication format 27
The dimensions listed here apply accord- Format Logosize White edge
in mm (width) in mm in % of the logo’s width
ingly for other formats.
< A6 8 mm 4 mm 50 %
The Logo Switzerland constitutes the A6 11.2 mm 5.6 mm 50 %
reference and not the Composed Logo
A5 14 mm 7 mm 50 %
Switzerland.
A4 16.8 mm 8.4 mm 50 %
The height of the red or white area is A3 19.6 mm 9.8 mm 50 %
variable. > A3 Maximum 6 % of the product’s ½ of logo’s width 50 %
width
These values are to be regarded as
guide values for intermediate sizes and
country-specific formats.
1X 1X
3X 3X
3X 6X 3X
6X 3X 3X
November 2010

28. 2.6 Typography 28
Only Helvetica fonts (in all the standard-
width variants) should be used. If for
Helvetica Family
technical reasons Helvetica fonts are not
Helvetica 45 Light
available, use Arial.
Helvetica 55 Normal
The Helvetica font family is available abcdefghijklmnopqrstuvwxyz
in various non-Latin language versions,
such as Cyrillic, Greek, Arabic and ABCDEFGHIJKLMNOPqRSTUVWXYZ
Hebrew. A font from the Hei family is
recommended for Chinese. 1234567890
Helvetica 65 Medium
In typesetting (spaces before punctua-
tion marks, quotation marks, etc.)
Helvetica 75 Bold
due consideration is given to national
specificities. abcdefghijklmnopqrstuvwxyz
ABCDEFgHIjkLMnoPqRSTUVWxyZ
1234567890
Helvetica 85 Heavy
Helvetica 95 Black
abcdefghijklmnopqrstuvwxyz
aBcdefgHijklmnopqrstuvwxyz
Corporate Design Elements 1234567890 November 2010

29. 2.6 Typography 29
For office applications the reccomended
font is Arial.
Arial Family
Arial Regular
abcdefghijklmnopqrstuvwxyz
AbcdeFghijklmnopqRstuvwxyz
1234567890
Arial Bold
For internet-applications the
recommended font is Verdana.
Verdana Family
Verdana Regular
abcdefghijklmnopqrstuvwxyz
abcdeFghijklmnopqRstuVwxyz
1234567890
Verdana Bold
Corporate Design Elements November 2010

30. 2.7 Corporate Colours 30
Colour plays a central role in communi-
cating the Brand Switzerland. Always
use the palette of red, black, and white
outlined below and apply them to
any communications material, e.g. in
typography, graphic elements etc.
Red White
Red is never rastered (no tonal values CMYK 0/100/95/5 CMYK 0/0/0/0
Pantone 1797 C / 1797 U Pantone White C/U
should be used). RGB 225/26/39 RGB 255/255/255
HEX # E11A27 HEX # FFFFFF
RAL 3020 Traffic red RAL 9016 Traffic white
Black gray 60 gray 30 gray 15
CMYK 0/0/0/100 CMYK 0/0/0/60 CMYK 0/0/0/30 CMYK 0/0/0/15
Pantone Black C/U Pantone Cool Gray 8 C/U Pantone Cool Gray 5 C/U Pantone Cool Gray 3 C/U
RGB 0/0/0 RGB 153/153/153 RGB 204/204/204 RGB 230/230/230
HEX # 000000 HEX # 999999 HEX # CCCCCC
RAL 9005 Jet black
Corporate Design Elements November 2010

31. 2.7.1 Corporate Colours 31
Secondary Colours
Only use the secondary colours
defined here.
Tonal values may also be used.
Colour Colour Colour Colour
CMYK 70 /10 /100 / 0 CMYK 90 / 70 / 0 / 0 CMYK 60 / 15 / 0 / 0 CMYK 0 / 40 / 100 / 0
Pantone 376 C / 376 U Pantone 2728 C / 2728 U Pantone 298 C / 298 U Pantone 130 C / 129 U
RGB 91 /161 / 40 RGB 30 / 84 /158 RGB 103 /179 / 223 RGB 246 /168 / 0
HEX # 5BA128 HEX # 1E549E HEX # 67B3DF HEX # F6A800
Colour Colour Colour
CMYK 0 / 20 / 100 / 60 CMYK 25 /100 /100 / 20 CMYK 100 / 0 /100 / 20
Pantone 4495 C / 456 U Pantone 484 C / 173 U Pantone 356 C / 356 U
RGB 133 /109 / 0 RGB 161 / 20 / 28 RGB 0 /124/ 48
HEX # 856d00 HEX # A1141C HEX # 007C30
Corporate Design Elements November 2010

32. 2.8 Visual World / Photography 32
Images reflect Switzerland’s brand values. Therefore,
the right choice of images is crucial for the communi-
cation abroad.
Central elements of the Swiss world of images are the
Alpine habitat and Switzerlands’s people.
The Alpine habitat and its characteristic features on the
one hand evoke strong associations with Switzerland.
On the other hand Switzerland’s people make the
Swiss history, values and achievements become alive
and tangible.
Corporate Design Elements November 2010

33. 2.8 Visual World / Photography 33
Style
Images within the CD Switzerland are
characterised by their natural style.
Landscapes and situations taken from
everyday Swiss life convey an image
of authenticity and believeability, as well
as an image of a country where high
quality matters. For this reason, photos
must not be artificially changed or
manipulated. Poor quality pictures must
not be used.
Colours
Wherever possible, images should
contain Switzerland’s national colours,
red and white. They should be part of
a natural context, for example in back-
grounds, clothing or accessories.
They should never give the impression
of having been added to the picture
artificially.
Picture database at:
www.image-switzerland.ch
Corporate Design Elements November 2010

34. 2.8 Visual World / Photography 34
Composition/Content
Every picture should tell a little story.
Create suspense in the composition of
the picture by using contrasts (small /
large, close / far, bright / dark, etc.),
special angles or an unusual focus.
Show a lively picture of a modern,
active Switzerland in all the segments
of today’s life from contemporary
architecture to traditional customs and
from natural spectacles to nano-
technology.
Avoid the ordinary and obvious.
In exceptional cases, it is permitted to
use renderings, artificial images
(paintings, etc.) and black and white
motifs.
Picture database at:
www.image-switzerland.ch
Corporate Design Elements November 2010

35. 2.9 Principles for use 35
2.9.1 Without a partner, single-sided
The following elements are used for White edge Font Pictures
publications without a partner: 3x Helvetica, all variants, Alpine habitat,
in exceptional cases Arial people, red, white
- the negative Logo Switzerland,
positioned prominently on the title
page, at the bottom or top right,
on red. It is not permitted to place
the logo on a different-coloured
background.
- Logo Confederation
- red area (variable size)
- white edge, proportional to size of logo
- URL of page with further information:
www.swissworld.org is always
available
- typography in Helvetica for print
products. For digital media, Verdana is
used and, for Office applications, Arial. Headline
- the colours used are red, white and Subheadline
black, as well as different shades of Cu puto omnium antiopam vix, mel erant maiestatis te. Vidit ludus necessitatibus ea vis, eu enim agavimia cum ei malo-
rum maluisset. Virtute debitis vim ex. Ut duo idque rationibus, ut eam porconcludaturquet meis eloquentiam eam, id cum
eligendi molestiae ctior at his, novum legendos dignissim temea intellega mdeb.
grey
New
- image with a clear-cut message Zealand.
- titles may be positioned on the picture www.swissworld.org
or on the red or white area. Text may
not be placed on the picture and red URL Logo Switzerland
area simultaneously. front side bottom right, negative
bottom left
Sender: Red area 1 x
Logo Confederation mandatory, variable height, (character height
bottom left correct red as per specification “Switzerland“)
Corporate Design Elements November 2010

36. 2.9.2 Principles for use 36
With partners, two or more sides
On publications with two or more sides, White edge Red area Pictures
the Logo Confederation with the FDFA as 3x mandatory, Alpine habitat,
variable height people, red, white
the sender will be positioned on the rear.
Headline
Subheadline
In eos porro aperiri, ut mel habeo menandri constituam.
te molestiae elaboraret sea, offendit salutandi patrioqu no
eum. Te sit alii tempor molestiae.
32 mm
www.swissworld.org
Sender: Logo Switzerland
Logo Confederation bottom right, negative
on rear
Red area URL Font
on rear, correct red front Helvetica in all variants,
as per specification bottom left in exceptional cases Arial,
text on red area or picture
Corporate Design Elements November 2010

37. 2.9.3 Principles for use 37
With partners, single-sided
The following elements are used for White edge Font Pictures
3x Helvetica in all variants, Alpine habitat,
single-sided publications with partners:
in exceptional cases Arial people, red, white
– the positive Logo Switzerland, placed
prominently on the title page at the top
or bottom right, on white. It is not per-
mitted to place the logo on a different- Headline
coloured background.
– the Logo Confederation
– white area (variable size)
– white edge, proportional to size of logo
– URL of page with further information:
www.swissworld.org is always available
– typography in Helvetica for print
products. For digital media, Verdana is
used and, for Office applications, Arial
– the colours used are red, white and
black, as well as different shades of
grey Sponsors
New
– image with a clear-cut message
www.swissworld.org
Zealand.
– titles may be positioned on the picture
or on the white area. Text may not be
placed on the picture and white area URL white field area Logo Switzerland
simultaneously. front side variable height bottom right, positive
bottom left Partner logos (character height
separated by “Switzerland“ = 1 x)
Sender:
Logo Confederation black bar
bottom left
Corporate Design Elements November 2010

38. 2.9.4 Principles for use 38
With partners, multi-sided
On two-sided publications with partners, White White edge Pictures
back page 3x Alpine habitat,
there is a red area on the front page with people, red, white
the negative Logo Switzerland. The rear
page with the partner logos is white.
Headline
Apart from this, the same principles Subheadline
as those set out on the previous page
apply.
Sponsors
www.swissworld.org
Sender: URL
Logo Confederation front
on back page bottom left
Partner logos Red area Logo Switzerland
separated by variable height, bottom right, negative
black bar correct red as per
specification,
mandatory for multi-
sided publications
Corporate Design Elements November 2010

39. 2.10 Subsidised Activities 39
The correct placement of the logo
must be examined as the case arises.
The FDFA can appear in its own (see chapter 3),
There are two possible alternatives
for the FDFA when it appears in an
neutral or third-party environment. “Neutral” means
environment other than its own
environment: umbrella placement
a design that is not dominated by a corporate design
and subordinate placement.
See page 35, principles for use.
of one of the organisations involved. A “third-party”
environment is when the FDFA appears in a different
organisation’s corporate design. The positioning of
the Logo Switzerland as the sole CD element in a
neutral or third-party environment is described in what
follows.
Logo Applications for Subsidised Activities November 2010

40. 2.10.1 Subsidised Acitivities 40
Variant A: Logo Switzerland as a joint umbrella
In order to create a uniform appearance Neutral area, or area within Logo Switzerland
the partner‘s CD separated by a bar,
of Switzerland, ideally the Logo Switzer- as a joint umbrella
land should be displayed as a joint
umbrella whenever the FDFA partners
activities together with other Swiss or
international organisations or companies.
As a joint umbrella, the Logo Switzerland
is placed either on the right or on top Official Sponsors
(right or left) of the other logos. The Logo
Switzerland and the remaining logos
Expo Partners
on the left or underneath are always
separated by a bar.
The Logo Switzerland should be recog-
nisably bigger than the other logos.
Logo Confederation
in a block with the partner logos Partner
Partenaires
The Logo Confederation must be Partners
displayed within the partner structure
in order to relate the Logo Switzerland
Official Sponsors
Hauptpartner, Partenaire principal, Main partner Donatoren, D
to the official body, the Swiss
Confederation. Expo Partners
Subvenienten, Organismes subventionnaires, Granting agencies
The exclusion zone must be observed.
Adrian Neuh
Ammann Sch
BEKB|BCBE
Ducksch & A
Elektrolux AG
Kühne + Nag
Schöni Trans
Swiss Life, G
Partner, Partenaires, Partners
Medienpartn
Exception Trade fair stand
If only one logo can beincluded this must be the (partner‘s corporate design with Logo 192
Logo Applications for Subsidised Activities Logo Confederation in a block with the partner logos Switzerland) November 2010

41. 2.10.2 Subsidised Acitivities 41
Don’ts
The Logo Switzerland may not be inte- Official Sponsors
grated in a partner structure but must
provide an umbrella for the structure.
If the Logo Switzerland cannot be posi- Official Partners
tioned in this way, the Logo Confederation
Official Sponsors Kooperationspartner
will be used (see page 40, bottom left). Expo Partners
Official Partners
The logos must always be positioned
on a white surface. Expo Partners
Do not use any other layouts of the
partner block than the one defined above.
Do not create composed logos with
other partner or partner logos.
Do not alter the text, colours, proportions
or design of the Logo Switzerland.
Do not place the Logo Switzerland over
colours other than red or white or over
photo backgrounds.
The Logo Switzerland must be taken
from the original image file provided.
Only the size of the logo may be
changed while maintaining the proper
proportions.
Logo Applications for Subsidised Activities November 2010

42. 2.11 Variant B: Logo placement into communication 42
materials of partner organisations
The guidelines here show possibilities Neutral area or area Logo Switzerland with
within the partner’s CD the exclusion zone, at
of integrating the Logo Switzerland into the bottom or top right,
communication materials of partner on a white background
organisations.
The Logo Switzerland should have as
much visual impact as possible.
The logo must be placed on red
(see page 17 for colour definition) or
on white. The logo should be placed
whenever possible on the top right or
Invitation
bottom right. (partner‘s corporate design with the Logo Switzerland on the top right)
The logo can be used in red or black LOGO
and white, in either its positive or nega-
tive form.
The exclusion zone must be observed. Musandit isciam imet
Wherever possible use more white
ius, ium cum imusani
hillabore volupta comni re,
quatem quibeat quodic to ea
peliquid modis inis ari cor
space around the logo than just the aut venimet ernam
Text obitatum Text obita-
minimum exclusion zone. tum sun ima
sun ima renimus,
volorru ti ur? renimus,
volorru ti ur?
Musandit isciam imet ius, ium cum imusani hillabore volupta comni re, quatem quibeat quodic to ea peliquid m
Brochure, front and rear page
(partner‘s corporate design with the Logo Switzerland on the bottom right)
Logo Applications for Partner Organisations November 2010

43. 43
3 Applications
3.1 Publications / stationery 45 3.3 ultimedia / digital media
M 63
3.1.1 Business Card 46 3.3.1 Website 64
3.1.2 Name Tag and Place Cards 47 3.3.2 Banner 66
3.1.3 Press Kit Folder 48 3.3.3 Newsletter & digital postcard 67
3.1.4 Backdrop and Rollup 49 3.3.4 CD Cover / Booklet 68
3.1.5 Power Point 51 3.3.5 DVD Cover / Booklet 69
3.1.6 Power Point with 3.3.6 CD / DVD Label 71
Composed Logo Switzerland 54
3.1.7 Brochure 55 3.4 give-aways and 3D applications
72
3.1.8 Invitation / Postcard 57
3.1.9 Leaflet 58
3.2 Advertising 59
3.2.1 Newspaper Ad with picture 59
3.2.2 Newspaper Ad without picture 60
3.2.3 Poster / Billboard (portrait format) 61
3.2.4 Billboard / Poster (landscape
format) 62
November 2010