foroREAD. Mesa 2. Manual de identidad Switzerland

Corporate Design ManualSwitzerlandNovember 2010

www.image-switzerland.ch

http://www.image-switzerland.ch

November 2010

2

1 Introduction 3

2 Corporate Design Elements 11

3 Applications 43

4 Major International Events 74

Table of Contents

November 2010

3

1 Introduction

1.1 StrengtheningtheBrandSwitzerland 4

1.2 AreaofApplicationandValidity 5

1.3 BrandSwitzerland 7 1.3.1 Content 8 1.3.2 Tonality 9 1.3.3 Corporate Design 10

4

November 2010Introduction

In today’s global society countries compete with each other for the world’s attention, for people, for foreign investment and capital. Where people spend their holidays, where companies invest, which university scientists select for their research activities, or where major conferences are held – all these decisions affect the importance and the prosperity of a country. The way a country is perceived abroad is central for such decisions. Therefore a country cannot allow itself to be indifferent to its image abroad.

Focused, consistent and strategic communication is needed to grant a country a sustainable, distin-guishable and advantageous image in the world, in 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.

This manual contains the visual guidelines for Switzerland’s worldwide presentation initiated and / or sponsored by the FDFA, Presence Switzerland. A consistent application of these rules and guidelines is needed to strengthen the brand. The uniform appearance is the base to increase the impact of our activities by a higher degree of recognition.

We thank everybody who helps us creating a uniform appearance of Switzerland worldwide by applying the following rules and guidelines.

FDFA, Presence Switzerland

1.1 Strengthening the Brand Switzerland

Federal Department of Foreign Affairs FDFAGeneral Secretariat GS-FDFAPresence SwitzerlandBundesgasse 32CH-3003 Bern

T +41 (0)31 322 01 83F +41 (0)31 324 10 60

[email protected]

www.image-switzerland.chwww.image-schweiz.chwww.image-suisse.chwww.immagine-svizzera.ch


http://www.image-schweiz.ch

http://www.image-suisse.ch

http://www.immagine-svizzera.ch

5


This manual is addressed to specialists who are carrying out design work on a commission basis for the staff of the Federal Department of Foreign Affairs, partner organisations and partners who implement activities of Switzerland abroad in cooperation with the FDFA, Presence Switzerland.

The purpose of the guidelines in this manual is to ensure a uniform appearance for the presentation of Switzerland abroad. The guidelines apply to all activities of Switzerland that the FDFA, Presence Switzerland, implements abroad, including those for which it provides financial or logistical support.

It should be noted that the FDFA, Presence Switzer-land, not only carries out activities abroad under its own aegis but also supports activities of third parties.

ActivitiesoftheFDFA,PresenceSwitzerlandIn the case of activities being completely initiated, managed and implemented by the FDFA, Presence Switzerland, the application of the entire CD is mandatory.

SubsidisedactivitiesbytheFDFA,PresenceSwitzerlandActivities which are financially supported in the framework of the FDFA, Presence Switzerland, strategy are not subject to the full CD requirement. In the case of such activities, the Logo Switzerland should be used as an over-arching symbol for the activities concerned.

The Corporate Design Manual Switzerland can be downloaded from www.image-switzerland.ch. The FDFA, Presence Switzerland, also provides the Logo Switzerland and the Composed Logo in various languages as well as templates for the most common means of communication (invitations, brochures, flyers etc.).

All applications of the CD Switzerland must be presented to the FDFA, Presence Switzerland, for approval prior to any kind of reproduction or output.

1.2 Area of Application and Validity

CorporateDesignThe Corporate Design (CD) is a part of the Corporate Identity (CI). It contains the entire visual appearance of a company or organisation. The design of all the relevant means of communication, e.g. logo, stationery, advertising material etc. is part of the CD.

CorporateDesignManualThe Corporate Design manual brings together all distinctive characteristics of the Corporate Design, such as the logo and its use, the fonts, colours and design rules, the visual world and also examples of the use of the Corporate Design. It contains mandatory as well as optional guidelines.

More information about Brand Switzerland and its strategic significance can be found in the brochure “Working with Brand Switzer- land“, available in english, german and french.Download from www.image-switzerland.chOr order a hard copy at [email protected]



6


InterrelationbetweenCDSwitzerlandandCDConfederation

CDConfederation: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

CDSwitzerlandLLofo:The Corporate Design Switzerland is applied outside 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.

1.2 Area of Application and Validity

http://www.bk.admin.ch

7


The Brand Switzerland determines the values and messages of Switzerland to be communicated and aims to position Switzerland uniquely in the international competition.

The Brand Switzerland is the basis for the relevant content, the tonality and the visual elements of Switzerland’s communication abroad.

1.3 Brand Switzerland

Self-determination

Swiss cross, red and white

People

Secure future

Trustworthy

Premium quality

Authentic

Alpine habitat

Values and character > To

nality

Acc

omp

lishm

ents

> R

el

evant C

ontent

Appearance > Corporate Design

8


The two main accomplishments of Switzerland are self-determination and secure future.

Self-determination stands for Switzer-land’s pursuit of independence, the poli - tical system with the direct democracy,the federalism, the tax system, the protec-tion of intellectual property and much more.

Securefuture contains the high quality of life, the high life expectancy, the security, the political stability, the attractive location for international companies, the financial centre, the innovative environment protection, the life science, the excellent health care system etc.

These two main accomplishments must be conveyed in all projects, study trips or information material sponsored by the FDFA, Presence Switzerland. These two main accomplishments define the relevant content of an activity. Corresponding success stories can be found at www.image-switzerland.ch

1.3.1 ContentBrand Switzerland

Self-determination


People

Secure future

Trustworthy

Premium quality

Authentic

Alpine habitat

Acc

omp

lishm

ents

> R

el

evant C

ontent Values and character > To

nality



9


Communication gives the Brand Switzer land a voice, in countries all over the world, in any given activity spon-sored by the FDFA, Presence Switzer-land. The tonality for the communication must therefore always express the valuesand the character of the brand.

This means the communication must be trustworthy, reliable and credible. It must be of premium quality, in text, art work and execution. It must always be authentic, communicating the actual, existing strengths of Switzerland. All examples and pictures must tell stories about real people.

1.3.2 TonalityBrand Switzerland

Self-determination


People

Secure future

Trustworthy

Premium quality

Authentic

Alpine habitat

Acc

omp

lishm

ents

> R

el

evant C


nality


10


The elements of the appearance, i.e. the Alpine habitat, the Swiss Cross, the country colours red and white and the people, are integral part of the Corporate Design.

They are implemented in the Logo Switzerland, in the layout guidelines of all communication material and in the visual world defined in chapter 2.8.

In order to convey a more active, confi- dent and self-determined image of Switzerland, the Swiss population and the Swiss Alpine habitat should be more dominantly present in all communication measures.

1.3.3 Corporate DesignBrand Switzerland

Self-determination


People

Secure future

Trustworthy

Premium quality

Authentic

Alpine habitat

Acc

omp

lishm

ents

> R

el

evant C


nality


November 2010

11

2 Corporate Design Elements

2.1 TheBasicPrinciple 12

2.2 LogoSwitzerland 13 2.2.1 Languages 16 2.2.2 Logo Colours /

Background Colours 17 2.2.3 Composed Logo Switzerland 18 2.2.4 Exclusion Zone 21 2.2.5 Logo Size 22 2.2.7 Don’ts 23

2.3 LogoConfederation 24

2.4 Senderlayout 25 2.4.1 Without a partner 25 2.4.2 With partners 26

2.5 Proportionoflogotopublicationformat27

2.6 Typography 28

2.7 CorporateColours 30 2.7.1 Secondary Colours 31

2.8 VisualWorld/Photography 32

2.9 Principlesforuse 35 2.9.1 Without a partner, single-sided 35 2.9.2 With partners, two or more sides 36 2.9.3 With partners, single-sided 37 2.9.4 With partners, multi-sided 38

2.10 SubsidisedActivities 39 2.10.1 Variant A: Logo Switzerland

as a joint umbrella 40 2.10.2 Do n’ts 41 2.11 Variant B: Logo placement

into communication materials of partner organisations 42

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November 2010Corporate Design Elements

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 (see chapter 2.10).

If the FDFA can only include one logo (minority participation), this must always be the Logo Confederation.

2.1 The Basic Principle

Whether use is made of the CD Switzerland or the CD of a partner organisation is a matter for negotia-tion. If the FDFA has a majority financial interest or the lead in a project relating to communication abroad, then it is mandatory for the CD Switzerland to be used. TheCDSwitzerlandincludesthefollowingelements:– Logo Switzerland– Logo Confederation– Red area– White margin– URL– Typography– Corporate colours– Visual World / photography

A description of these CD elements and their mandatory use may be found on the following pages.

UseofLogoSwitzerlandasthesoleCDelement– Variant A: The Logo Switzerland

places all Swiss partners under a joint umbrella. As a further mandatory element, the Logo Confederation is positioned at an appropriate point between the partner logos as one of the senders.

– Variant B: The FDFA’s project partners can use the Logo Switzer-land on their own communication materials in order to indicate that they are involved in a project /campaign through the CD Switzer-land.

The two variants are shown on pages 40 and 42.

URL Helvetica

www.swissworld.org

HeadlineSubheadline

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.

newZealand.

13


2.2 Logo Switzerland

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.

Logo is a synonym for signet, company sign, company logo.

14


LogoDesignThe Logo Switzerland is used in two design variations, either on white or on red.


LogoElements

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 way. Only the original data may be used. All the logos can be downloaded at: www.image-switzerland.ch


15

November 2010

x x x x x x

x

x

x

x

x

x

1 x

6 x

0.5 x

7.5 x

Corporate Design Elements

Proportions

The two elements of the Logo Switzer-land are arranged in a fixed proportionand design. Do not separate the elements. The grid shown provides the proper proportion and layout of the logo. Scaling the logo up or down is allowed (minimum size 10 mm in print and 60 pixel in online media).

Measurements

The standard measuring constant derived from the logo is “x”. “x” is used for the measurements of all applications in this manual.x = 5 units

DesignVariationRed

Use a white border around the Swiss emblem when displaying it on a red background.


x x x x x

x

x

x

x

x

x

0.5 x

1 x

6 x

7.5 x

The white border measures 15 % of x

16


2.2.1 Logo Switzerland 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

versions available may be found at: www.image-switzerland.ch


17

November 2010

The Logo Switzerland may be displayed in red with black text on a white background 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.


2.2.2 Logo Switzerland Logo Colours / Background Colours

RedCMYK 0/100/95/5

Pantone 1797 C / 1797 U

RGB 225/26/39

HEX # E11A27

RAL 3020 Verkehrsrot

WhiteCMYK 0/0/0/0

Pantone White C/U

RGB 255/255/255

HEX # FFFFFF

RAL 9016 Verkehrsweiss

BlackCMYK 0/0/0/100

Pantone Black C/U

RGB 0/0/0

HEX # 000000

RAL 9005 Tiefschwarz

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 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 Switzerland are in the same language.Whether the English or the native version (or both) is used depends on the general local usage of logos.

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

2.2.3 Composed Logo Switzerland

Deutschland.newZealand.

Logo with additional text Composed Logo Switzerland

Logo Switzerland

Logo with additional text for major events (see chapter 4)


19

November 2010

Big variant

Small variant

Two-line variant


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 made small and, where appropriate, divided over two lines.

Do not alter or change the logo. Always use original data.


Deutschland.1.6 x

2.4 x

newZealand. 2.4 x

1.6 x

2.4 x

Umbria.Variant with region

newyork.

Variant with city

Variant with theme

2 x

2 x

max. 40 x

20


Colours

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 used in black and white.


newZealand.

newZealand.

newZealand.

newZealand.

Deutschland.

Deutschland.

Deutschland.

Deutschland.

21

November 2010

2.2.4 Logo 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.

The minimum distance to be maintained around the Logo Switzerland measures 2 x around the logo whatever the size of the logo may be.

1 x = height of the word mark2 x = minimum distance

RuleofthumbMinimum distance = 2 × height of word mark

ComposedLogoSwitzerlandMinimum distance = 3 × height of word mark

1 x

1 x

newZealand.

1.6 x

Deutschland.1.6 x

ExclusionZoneDefines the free space around the logo. The exclusion zone makes sure that no other graphic elements are positioned too close to the logo and thus compromise its impact.

2 x

22

November 2010

For print, the minimum width of the Logo 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.

The Logo Switzerland is always the main logo. Make sure that the Logo Switzer-land never appears smaller than other logos.

If there is not enough space for the Composed Logo Switzerland, then the Logo Switzerland is used.

The ratio of the Logo Switzerland dimensions to the publication format is shown on page 27.


2.2.5 Logo Logo Size

Logowidth:11.2mmFormat: A6 (105 × 148 mm)

Reproduction in original size

Logowidth:14mmFormat: A6/5 (105 × 210 mm); Format: A5 (148 × 210 mm)

CD / DVD Booklet


14 mm14 mm

11.2 mm

8 mm 8 mm

11.2 mm

Logowidth:16.8mmFormat: A4 (210 × 297 mm)


Minimumwidth:8mmFormat Business Card et al.

Digital media


8 mm

10 mm48 px Deutschland.

Minimum size of the Composed Logo Switzerland

8 mm

newZealand.

8 mm

16.8 mm16.8 mm

23

November 2010

Do not display the Logo Switzerland with alternative colours, additional borders, distorted text or on coloured backgrounds (except red backgrounds) or other fonts.

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 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.


2.2.7 Logo Usage Don’ts

Switzerland

Claim

TitleSubtitle

Text

24

November 2010Application Design Elements

The CD Switzerland is subject to the guidelines of the CD Confederation. Within this framework the Logo Confed-eration has to appear on all means of communication. On multi-page material it is placed on the back, on one-page material it is positioned on the bottom left of the page. For more information see chapter 3.

The usage of the Logo Confederation is restricted to the applications defined in the CD Confederation. For details see the CD manual on intranet FDFA and the guidelines of every department.

Contact: [email protected]

2.3 Logo Confederation

Minimum size 32 mm55 mm Minimum size 32 mm

Original Size, vertical

Original Size, horizontal

DeutschFrançaisEnglish

SprachvariantenDas Bundeslogo bleibt unverändert; keine der vier Landessprachen Deutsch, Französisch, Italienisch und Rätoromanisch darf weggelassen oder ersetzt werden.Das Bundeslogo darf durch höchstens zwei weitere Sprachversionen ergänzt werden. Die zusätzlichen Sprachen werden durch eine Blindzeile abgetrennt. Schriftart und Farbe bleiben gleich.

Versions linguistiquesLe logo de la Confédération reste inchangé. Aucune des quatre langues nationales, à savoir l’allemand, le français, l’italien et le romanche, ne peut être écartée ou remplacée.Le logo de la Confédération peut inclure au maximum deux autres versions linguistiques. Un double interli-gne séparera les langues supplémentaires.

Additionnal languagesThe logo of the Confederation never changes; none of the four national languages German, French, Italian and Raeto-Romance can be omitted or replaced.The logo of the Confederation can be extended with the translation into two other languages, the additio-nal languages are separated by a blank line. Font and colour do not change.

Auszug aus dem Handbuch CD BundAlle Beispiele brauchen das reine Bundeslogo, die Angaben gelten aber alle auch für die Logos (Kennzeichnungen) von Organistionseinheiten der Bundesverwaltung.

Extrait du guide de l’identité visuelleLes exemples montrent que le logo de la Confédération suisse, mais tous les indications sont valables aussi pour les logos des unités d’organisation de l’administration.

Excerpt from the CD Bund ManualThe samples show only the logo of the Confederation, but of course all indications are also valid for all logos of organisational units of the federal administration.

Information EDA/DTC/Jan2010

It is possible to combine more than one identifier.

The logos are compiled by the Visual Communication of Information Dept. at the FDFA.

2x2x 5x 5x

2x

55 mm

2x

The exclusion zone around the Logo Confederation must be taken into account.

25


SenderlayoutfortheLogoConfederation

On all printed communication material published within the framework of the CD Switzerland a relevant URL is always placed on the front on the bottom left, aligned to the wordmark of the Logo Switzerland. The height of the text is identical to the height of the wordmark.

On printed material with two or more sides the URL stands alone, on the front.

On one-sided material the URL is placed underneath the Logo Confederation.

The distance between the URL and the Logo Confederation must correspond to 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.

Title page for applications for material with two or more sides

2.4 Sender layout 2.4.1 Without a partner

3 X 3 X

www.example.org

3 X

3 X

Application on one-side material

www.example.org

3 X

3 X

Minimum size 32 mm


www.example.org

3 X

3 X

26


For two or more-sided applications, the Logo Confederation is included on the rear, as the sender, together with the partners’ logos.

On single-sided materials, the sender and the partners’ logos are on the left and the Logo Switzerland on the right.

Applications for material with two or more sides, back and cover

Sender layout

Application on single-sided material

SWISS GUIDESShaping Mountain Culture in Western Canada

Presenting Sponsor

Gold Sponsors

Silver Sponsor

Bronze Sponsors

Supporting Bronze Sponsor

HeadlineSubheadline

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.

www.swissworld.org

Sponsors NewZealand.

With partners

2.4.2

27

November 2010

The dimensions listed here apply accord - ingly for other formats.

The Logo Switzerland constitutes the reference and not the Composed Logo Switzerland.

The height of the red or white area is variable.

These values are to be regarded as guide values for intermediate sizes and country-specific formats.

2.5 Proportion of logo to publication format

Format Logosize Whiteedge

inmm(width) inmm in%ofthelogo’swidth

< A6 8 mm 4 mm 50 %

A6 11.2 mm 5.6 mm 50 %

A5 14 mm 7 mm 50 %

A4 16.8 mm 8.4 mm 50 %

A3 19.6 mm 9.8 mm 50 %

> A3 Maximum 6 % of the product’s width

½ of logo’s width 50 %

6 X

6 X

3 X

3 X 3 X

3 X3 X

1 X 1 X

3 X

28


2.6 Typography

Helvetica FamilyHelvetica 45 Light

Helvetica 55 Normal

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPqRSTUVWXYZ1234567890Helvetica 65 Medium

Helvetica75Bold

abcdefghijklmnopqrstuvwxyzABCDEFgHIjkLMnoPqRSTUVWxyZ1234567890Helvetica 85 Heavy

Helvetica 95 Black

abcdefghijklmnopqrstuvwxyzaBcdefgHijklmnopqrstuvwxyz1234567890

Only Helvetica fonts (in all the standard-width variants) should be used. If for technical reasons Helvetica fonts are not available, use Arial.

The Helvetica font family is available in various non-Latin language versions, such as Cyrillic, Greek, Arabic and Hebrew. A font from the Hei family is recommended for Chinese.

In typesetting (spaces before punctua-tion marks, quotation marks, etc.) due consideration is given to national specificities.

29


2.6 Typography

Arial FamilyArial Regular

abcdefghijklmnopqrstuvwxyzAbcdeFghijklmnopqRstuvwxyz1234567890Arial Bold

Verdana FamilyVerdana Regular

abcdefghijklmnopqrstuvwxyzabcdeFghijklmnopqRstuVwxyz1234567890Verdana Bold

For office applications the reccomended font is Arial.

For internet-applications the recommended font is Verdana.

30


2.7 Corporate Colours

RedCMYK 0/100/95/5

Pantone 1797 C / 1797 U

RGB 225/26/39

HEX # E11A27

RAL 3020 Traffic red

WhiteCMYK 0/0/0/0

Pantone White C/U

RGB 255/255/255

HEX # FFFFFF

RAL 9016 Traffic white

BlackCMYK 0/0/0/100

Pantone Black C/U

RGB 0/0/0

HEX # 000000

RAL 9005 Jet black

gray60CMYK 0/0/0/60

Pantone Cool Gray 8 C/U

RGB 153/153/153

HEX # 999999

gray30CMYK 0/0/0/30


RGB 204/204/204

HEX # CCCCCC

gray15CMYK 0/0/0/15


RGB 230/230/230

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 is never rastered (no tonal values should be used).

31


Secondary ColoursCorporate Colours

ColourCMYK 70 /10 /100 / 0

Pantone 376 C / 376 U

RGB 91 /161 / 40

HEX # 5BA128

ColourCMYK 90 / 70 / 0 / 0

Pantone 2728 C / 2728 U

RGB 30 / 84 /158

HEX # 1E549E

ColourCMYK 60 / 15 / 0 / 0


RGB 103 /179 / 223

HEX # 67B3DF

ColourCMYK 0 / 40 / 100 / 0


RGB 246 /168 / 0

HEX # F6A800

ColourCMYK 0 / 20 / 100 / 60


RGB 133 /109 / 0

HEX # 856d00

ColourCMYK 25 /100 /100 / 20


RGB 161 / 20 / 28

HEX # A1141C

ColourCMYK 100 / 0 /100 / 20


RGB 0 /124/ 48

HEX # 007C30

Only use the secondary colours defined here.

Tonal values may also be used.

2.7.1

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.

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 backgrounds, clothing or accessories. They should never give the impression of having been added to the picture artificially.

Picture database at: www.image-switzerland.ch



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


35

November 2010

The following elements are used for publications without a partner:- 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.

- the colours used are red, white and black, as well as different shades of grey

- image with a clear-cut message- titles may be positioned on the picture

or on the red or white area. Text may not be placed on the picture and red area simultaneously.


2.9 2.9.1

Principles for use Without a partner, single-sided

www.swissworld.org

NewZealand.

HeadlineSubheadline

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.

Whiteedge3 x

FontHelvetica, all variants, in exceptional cases Arial

PicturesAlpine habitat,people, red, white

LogoSwitzerlandbottom right, negative

URLfront sidebottom left

1x(character height“Switzerland“)

Redareamandatory, variable height,correct red as per specification

Sender:LogoConfederationbottom left

http://www.swissworld.org

36

November 2010

On publications with two or more sides, the Logo Confederation with the FDFA as the sender will be positioned on the rear.


2.9.2 With partners, two or more sidesPrinciples for use

HeadlineSubheadline

In eos porro aperiri, ut mel habeo menandri constituam.

te molestiae elaboraret sea, offendit salutandi patrioqu no

eum. Te sit alii tempor molestiae.

www.swissworld.org

32 mm


Whiteedge3 x

URLfrontbottom left

FontHelvetica in all variants, in exceptional cases Arial, text on red area or picture


Sender:LogoConfederationon rear

Redareamandatory, variable height

Redareaon rear, correct redas per specification

37


2.9.3 Principles for use With partners, single-sided

Headline

www.swissworld.org

SponsorsNewZealand.

Partnerlogosseparated byblack bar

Whiteedge3 x

FontHelvetica in all variants, in exceptional cases Arial


whitefieldareavariable height

LogoSwitzerlandbottom right, positive(character height“Switzerland“ = 1 x)

URLfront sidebottom left

The following elements are used for single-sided publications with partners:– the positive Logo Switzerland, placed

prominently on the title page at the top or bottom right, on white. It is not permitted to place the logo on a different-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

– image with a clear-cut message– titles may be positioned on the picture

or on the white area. Text may not be placed on the picture and white area simultaneously.

Sender:LogoConfederationbottom left

38


On two-sided publications with partners, there is a red area on the front page with the negative Logo Switzerland. The rear page with the partner logos is white.

Apart from this, the same principles as those set out on the previous page apply.

2.9.4 Principles for use With partners, multi-sided

www.swissworld.org

HeadlineSubheadline

Sponsors

Whiteedge3 x

Whitebackpage

Redareavariable height, correct red as perspecification, mandatory for multi-sided publications

URLfrontbottom left



Sender:LogoConfederationon back page

Partnerlogosseparated byblack bar

39

November 2010Logo Applications for Subsidised Activities

2.10 Subsidised Activities

The FDFA can appear in its own (see chapter 3), neutral or third-party environment. “Neutral” means a design that is not dominated by a corporate design 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.

The correct placement of the logo must be examined as the case arises. There are two possible alternatives for the FDFA when it appears in an environment other than its own environment: umbrella placement and subordinate placement.See page 35, principles for use.

40


In order to create a uniform appearance of Switzerland, ideally the Logo Switzer-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 (right or left) of the other logos. The Logo Switzerland and the remaining logos on the left or underneath are always separated by a bar.

The Logo Switzerland should be recog- nisably bigger than the other logos.

The Logo Confederation must be displayed within the partner structure in order to relate the Logo Switzerland to the official body, the Swiss Confederation.

The exclusion zone must be observed.

2.10.1 Subsidised Acitivities Variant A: Logo Switzerland as a joint umbrella

Offi cial Sponsors

Expo Partners

Offi cial Sponsors

Expo Partners

193192

Donatoren, Donateurs, Donors

Adrian Neuhaus, Treuhandgesellschaft für medizinische Berufe, Langenthal

Ammann Schweiz AG, Langenthal

BEKB|BCBE, Langenthal

Ducksch & Anliker Architekten AG, Langenthal

Elektrolux AG, Zürich

Kühne + Nagel Management AG, Schindellegi

Schöni Transport AG, Wynau

Swiss Life, Generalagentur Langenthal, Langenthal

Medienpartner, Partenaire médias, Media partner

PartnerPartenairesPartners

Hauptpartner, Partenaire principal, Main partner

Subvenienten, Organismes subventionnaires, Granting agencies

Partner, Partenaires, Partners

Neutral area, or area within the partner‘s CD

ExceptionIf only one logo can beincluded this must be the Logo Confederation in a block with the partner logos

LogoSwitzerlandseparated by a bar,as a joint umbrella

LogoConfederationin a block with the partner logos

Trade fair stand(partner‘s corporate design with Logo Switzerland)

41


2.10.2 Subsidised Acitivities Do n’ts

The Logo Switzerland may not be inte- grated in a partner structure but must provide an umbrella for the structure. If the Logo Switzerland cannot be positioned in this way, the Logo Confederation will be used (see page 40, bottom left).

The logos must always be positioned on a white surface.

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.

Expo Partners

Offi cial Sponsors

Offi cial Partners

KooperationspartnerOffi cial Sponsors

Expo Partners

Offi cial Partners

42

November 2010Logo Applications for Partner Organisations

The guidelines here show possibilities of integrating the Logo Switzerland into communication materials of partner 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 bottom right.

The logo can be used in red or black and white, in either its positive or negative form.

The exclusion zone must be observed. Wherever possible use more white space around the logo than just the minimum exclusion zone.

2.11 Variant B: Logo placement into communication materials of partner organisations

Brochure, front and rear page(partner‘s corporate design with the Logo Switzerland on the bottom right)

Musandit isciam imet

ius, ium cum imusani

hillabore volupta comni re,

quatem quibeat quodic to ea

peliquid modis inis ari cor

aut venimet ernam

Text obitatum sun ima renimus, volorru ti ur?

LOGO

Musandit isciam imet ius, ium cum imusani hillabore volupta comni re, quatem quibeat quodic to ea peliquid m

Text obita-tum sun ima renimus, volorru ti ur?

Invitation (partner‘s corporate design with the Logo Switzerland on the top right)

Logo Switzerland with the exclusion zone, at the bottom or top right, on a white background

Neutral area or area within the partner’s CD

November 2010

43

3.1 Publications/stationery 45 3.1.1 Business Card 46 3.1.2 Name Tag and Place Cards 47 3.1.3 Press Kit Folder 48 3.1.4 Backdrop and Rollup 49 3.1.5 Power Point 51 3.1.6 Power Point with

Composed Logo Switzerland 54 3.1.7 Brochure 55 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

3.3 Multimedia/digitalmedia 63 3.3.1 Website 64 3.3.2 Banner 66 3.3.3 Newsletter & digital postcard 67 3.3.4 CD Cover / Booklet 68 3.3.5 DVD Cover / Booklet 69 3.3.6 CD / DVD Label 71

3.4 give-awaysand3Dapplications 72

3 Applications

44

November 2010

3 Application System

The following applications should be used according to their purpose. E.g. a template for a leaflet can also be used for an invitation.

45

November 2010Applications

3.1 Publications / stationery

The CD Confederation is used for business stationery (letters, faxes, compliment cards, basic forms and media releases, etc.). See FDFA intranet: The Corporate Design of the Federal Administration FDFA.

The Logo Switzerland can be placed in the space provided, as a campaign logo.

Templates are available for a number of applications (for InDesign in some cases or Microsoft Office in others). These are indicated by the icons below and can be downloaded from www.image-switzerland.ch.

InDesign

Word

PowerPoint

http://intranet.eda.admin.ch/portal/page/kern/PG_KERN/10_PROZESSE/1015_UNTERSTUETZUNGSPROZESSE/101515_KOMMUNIKATION/10151520_CDBUND

http://intranet.eda.admin.ch/portal/page/kern/PG_KERN/10_PROZESSE/1015_UNTERSTUETZUNGSPROZESSE/101515_KOMMUNIKATION/10151520_CDBUND


46

November 2010

The guideline of the CD Confederation apply for business cards. The Logo Switzerland is added in the space provided, as a campaign logo.

Applications

3.1.1 Stationery Business Card

Max MusterPR Manager

Presence Switzerland 46.0

5.0

54.0

18.0 81.00 mm 85.0

Federal Department of Foreign Affairs FDFAGeneral Secretariat GS-FDFA Embassy of Switzerland in Host Country

Max MusterBundesgasse 32, CH-3003 BernTel. +41 31 325 07 46Mobile +41 79 225 73 45Fax +41 31 324 10 [email protected]

10.0

46.0

5.0

54.0

7.4 81.0 85.00 mm

Back

Back

Bundesgasse 32, CH-3003 BernTel. +41 31 325 07 46Mobile +41 79 225 73 45Fax +41 31 324 10 [email protected]

newZealand.

46.0

5.0

54.0

7.4 81.0 85.00 mm

10.0


Federal Department of Foreign Affairs FDFAGeneral Secretariat GS-FDFA Presence Switzerland 46.0

5.0

54.0

18.0 81.00 mm 85.0

Business Card, examples with Logo Switzerland and with Composed Logo Switzerland, front and back

47

November 2010

Name SurnameFunction

3 X

3 X

3 X 3 X

14.0

newZealand.

On name tags the Logo Confederation is placed on the bottom left and the Logo Switzerland on the bottom right.

On name tags the Composed Logo Switzerland is placed on the bottom right.If there is enough space, the Logo Confederation is placed on the bottom left.

Applications

3.1.2 Stationery Name Tag and Place Cards


3 X

3 X

3 X

3 X

14.0

48.0 (87.2 %)

6 X


3 X

3 X

3 X

3 X

14.0

48.0 (87.2 %)

6 X


3 X

3 X

3 X 3 X

14.0

newZealand.

Name Tag, examples with Logo Switzerland and with Composed Logo Switzerland Place cards, examples with Logo Switzerland and with Composed Logo Switzerland

48

November 2010

The front page can be red or have a picture on it. If the Press Kit Folder has a title without picture, the logo must be placed on the top right.

The Logo Confederation is displayed on the back bottom left.

Partner logos are placed on the back bottom left. The version with the white back and white tab is used only when there are partner and partner logos to be displayed. Note that a vertical bar sep-arates the partner logos from the Logo Confederation which is always placed on the very left.

The Press Kit Folder is the only applica-tion where the URL is always on the back page rather than on the front.

Applications

3.1.3 Publications Press Kit Folder

3 X 3 X3 X 3 X

3 X

3 X

3 X

3 Xwww.swissworld.org

32 mm

3 X

3 X

3 X

3 X

3 X

3 X3 X 3 X

3 Xwww.swissworld.org

Headline ExampleSubheadline

32 mm

3 X

3 X

3 X

3 X

3 X

3 X3 X 3 X

3 Xwww.swissworld.org www.swissworld.org

newZealand.

32 mm

HeadlineSubheadline

3 X

3 X

3 X

3 X 3 X

32 mm

www.swissworld.orgSponsors

Deutschland.

Press Kit Folder, examples with and without partners, pictures and headlines

49

November 2010

www.example.org

Sponsor

Headline

6 X3 X 3 X6 X

3 X

3 X

3 X

Applications

3.1.4 Publications Backdrop and Rollup

Backdrops and Rollups are usually used without partner logos.

The Logo Switzerland is usually placed on the top right an the Logo Confederation is always placed on the top left.

The background is either white, 15% black or a picture.When selecting a picture, the specific purpose must be borne in mind. Photos containing a lot of detail should not be used for panel discussions, for example.

WithPartnerLogos

The Logo Confederation and the logos of the partners are placed on the top left. Note that Logo Confederation and partner logos are always separated by a horizontal line.

6 X 6 X3 X 3 X 3 X

3 X

3 X

3 X

Headline

www.example.org

www.example.org

Headline

6 X3 X 3 X6 X

3 X

3 X

3 X

3 X

Sprache: Chinesisch Auflage: ............................... Unterschrift:............................................

www.example.org

6 X3 X 3 X6 X

3 X

3 X

3 X

3 X

Backdrop, examples with and without partners, pictures and headlines

50

November 2010

If the backdrop/rollup serves as a background for film shots and photos, then this design can be used. If the Composed Logo Switzerland is used as a background, the Logo Switzerland will be placed on the red area without the additional bilateral text.

The Logo Switzerland may not be used as a background.

Backdrops and rollups can also be in portrait format. The design must be based on the general guidelines.

Applications

3.1.4 Publications Backdrop and Rollup

www.example.org

Backdrop, example with the Composed Logo Switzerland as background and Logo Switzerland on the top right on red ground

www.example.org

6 X3 X 3 X6 X

3 X

3 X

3 X

3 X

51

November 2010

The Logo Switzerland must be displayed on every single page, top right. The Logo Confederation, placed on the top left, is used on the cover only.

Speaker’smanuscript:

Use 16 pt or more for the text. Leave enough space on the right side for handwritten notes.

Applications

3.1.5 Publications Power Point

Script

Summy numsan et adiam zzril ipsuscip exeraesequis dipsust iniat. Od ex et dolum quipit wis adit am volorpe raessit, venim nulput nisl iriureet, vullandre magnim iuscil ulla feu faci blan ver sequisc ilismod modolore modolu.

Xerat ipsusci te tat. Ut nisis augue facilla mcommolor suscing eummy nit, corer se nibh esectetummod exerostrud eu facidunt utpat laorem in veraese molor amconsequis nos dolor ad ming euismodio commodolummy

nosto endre min hendigna feugait velestrud tis delese feummolor sequi tie min henit augue min ver sumsandignis elesenit, conum velit vel in henismod duis dit ipit ea feuis nullandre del dolor suscilit eum in henibh endre magna feum del inim irilit iriu-reros aliqui enit nibh et in hent nim zzrilit alit wis del iusci tat. Ud modo consed tionsenit iureet ilit

Embassy of Switzerland in Host CountryTitel Vo rname NameStrasse, PLZ O rtTel. +41, Fax +41E-Mailwww.eda.admin.ch

Headline of the presentationHeadline of the presentation

Headline

Cover Cover with picture

Subheading

52


3.1.5 Publications Power Point, following pages

Dolut autat at Subheadline

Illut dit pratem ipsusti nci nit am amconum incinit Incil ing estrud dit pratum eugait utpa tem velesequam niam inim.

Incil ing estrud dit pratum eugait utpa tem velesequam niam inim do coreros.

Lor atuerilisi tat, quat, quat dio duipit, quam do odio et ip elenim velent.

Incil ing estrud dit pratum Niam inim do coreros

Headline

Date Sheet/Page Adresser

Headline

Pat vullandre tatem ipisis diat Raestincin eu faci

Incil ing estrud dit pratum eugait utpa tem velesequam niam inim do coreros essequam



4%

25%

71%

Raestincin eu

Iduis nisit lore

Sit ese magnit


Date Sheet/Page

Subheadline

Eriuscip suscidunt praesequat lorem eugait wisissi et nibh exerci blan ero od tatum et wissequat

Praesecte tatue dolortio cor at wis ad tie doloboreet wis augiamet la con vel ut vend re vullandit nibh ero odolor autatis nisim iliquam, quatuercin ullaore te dunt lorem eugait adit facipis sectetu eraestis et lore.

Headline

Adresser

Endion esto dignibh et vele nim volor sum et num iustrud magna facinci nciliquam quisis acipsum qui blam i

Headline

Pat vullandre tatem ipisis diat Raestincin eu faci




4%

25%

71%

Raestincin eu

Iduis nisit lore

Sit ese magnit


Use pagination only if it makes sense. The same goes for year and date.

A vertical black line can be used as a design and structuring element.

53

November 2010

Always use the recommended sizes for the various text parts as shown in the template.

Applications

3.1.5 Publications Power Point, page structure following pages

Headline 36 pt, line spacing 1 line

Sheet/Page 6 pt

Copy 22 pt, line spacing 1 line, spacing after paragraph 1 line. Illut dit pratem ipsusti nci nit am amconum incinit lut nismo loreet wisiscilit aci bla

Copy 22 pt, line spacing 1 line, spacing after paragraph 0.5 lines. Incil ing estrud dit pratum eugait utpa tem.


Copy 22 pt, line spacing 1 line, spacing after paragraph 0 lines.

Niam inim do coreros

Adresser 6 pt

Titel for Visuals/Diagrams/Graphics 18 pt, line spacing 1 line, spacing after paragraph 1 line.

Date 6 pt

Caption 14 pt, line spacing 1 line

3 X3 X

3 X

3 X

2 X

2 X

2 X

2 X

2 X

2 X

3 X

3 X

3 X3 X 2 X 2 X 2 X 2 X 2 X 2 X 2 X 2 X

6 X

54


3.1.6 Power Point with Composed Logo SwitzerlandPublications

The Composed Logo Switzerland must be displayed on every single page, top right. The Logo Confederation, placed on the top left, is used on the cover only. The recommended logo size is 21 mm on the cover and 14 mm on all other slides.

Speaker’sManuscript:

Use 16 pt or more for the text. Leave enough space on the right side for handwritten notes.

Script




Federal Department of Foreign Affairs FDFAEmbassyofSwitzerlandinHostCountry

Titel Max Muster, Strasse, PLZ OrtTel. +41 XXX XXX XX XX, Fax +41 XXX XXX XX XX, [email protected], www.presence.ch






Headline


HeadlineHeadline

Headline 36 pt

Sheet/Page 6 pt






Adresser 6 pt


Date 6 pt


3 X3 X

3 X

3 X

2 X

2 X

2 X

2 X

2 X

3 X

3 X

3 X

3 X 2 X 2 X 2 X 2 X 2 X 2 X 2 X 2 X 2 X 2 X 3 X

Cover Subheading

Following pagesFollowing pages

55

November 2010

Sponsors

6 X 6 X6 X

32 mm

WithoutPartnerLogos

Always use a red background for the front cover of the brochure. Place the Logo Switzerland on the front cover, bottom right, and the Logo Confederation on the back.

The URL is placed on the bottom left on the front.

Follow all recommended text sizes in the template provided.

WithPartnerLogos

Align partner logos along the bottom and/or in a hierarchical order across of the back cover. Note that a vertical bar separates the partner logos from the Logo Confederation which is always placed on the very left.The front page is red and the back page white.

Applications

3.1.7 Publications Brochure

HeadlineSubheadline

www.swissworld.org

3 X

3 X

3 X

3 X 3 X3 X6 X3 X

3 X 6 X

32 mm HeadlineSubheadline

www.example.org

newZealand.

6 X

6 X

6 X

6 X

6 X 6 X 6 X6 X6 X

Brochure, example without partners, cover (back and front)

Brochure, example with partners, cover (back and front)

56

November 2010

There are no strict layout guidelines for the layout of inside pages. Follow the layout principles outlined in chapter 2. Use a white border around all photos, graphics and coloured backgrounds. Do not display photos on a red background. Text should be displayed in red, black and greyscale or white. Text on red should be white or black. Tryto create a visual balance between images and text.

No Logo Switzerland and no Composed Logos are positioned on the inside pages.

Applications

3.1.7 Publications Brochure

2

Senconstituam. Te molestiae elaborarseali offendit salpa-

trioquno eum. Te sit tempor molestiae, an voluptaria ex-

petendis ius, ieum veri noster efficiendi. Eamj ex novumr

quando legere. Idminimum vgtinam necessitatibus no sed,

impedit civiractatoslj cuvixi audire gubergren aliquyam

nominati accommodare. Omnisinsthisnovum legendos dig-

nissim te mea. Cut uquem consequat deterruissusu te

dicat minimunerani elitr intellegam nam. Nec etprompta,

nkasd consul, duo id minim fastidii pericula.

Cu puto omnium antiopam veranmaiestatis te. Vidit ludus ne-

cessit atibus ea enimagam vim, cum ei malorum maluisset.

Virtdebitisym ut duo idque ratioeaconcludaturquj Et meis

HEADLInEHEADSubheadline Sub

Theme

6

Bore del dolestrud magniam, consent nonulla

feugait, con hendre do euguer in eugait, cor sus-

to conullam del dipsummolese eugait wis nibh er

sent vel dipsust isissit wis auguerosto dio od ea

commy nulla faccums andiat nulput nim quat iril-

luptat ulla faccum et lan henim zzrit deliqui scip-

sustrud doluptatem nullutpat alit iusci blam eum

delit, vullam venit, con exer suscidunt lorem nit

lam quat.

Obore dolum velis augiamet ex ero dolor sum vel

exeros am, core magnibh et num nim zzriureet

iniatuerat, sed euguer sequism olutat lorem duis

endiam irit volumsan hendio eugiat lorem nisim

exer iliquat vel incincidunt in ut lutpat, consequi

tetum velendigna feuisl et lor iril ullum quisi. Ignit

dolobor erilit la facipis dolor si.

Dolessed euguercilis dolorem ilit iriure magnibh

essecte dolor ad tionseq uamcommod te dignim

autatuer ing euis diat. Ut ipsustrud eugiati nci-

duis at. Rat ver alisi. Em nisl ut laor sim veliquipis

nim velis adit, si el dolor senissi.

Metummy nullaor si. Ommy nonse dolore commy

nonsent wisi. Em dolorper am zzriusc iliqui esto

er il in velit, quis nonse feugait ulla faci bla facilla

ndionsectet, sum erit nulluptat nis numsand rerit,

sent ilismodipsum dipiscil in utpatem volor illam

quat ver suscili quissed euipit, sis aliquate com-

modolore dipsustrud eu faccumsandre dunt ver

augueriurem vullum zzrit aliquam doluptatie do-

lore conulla at aci te magnibh endrem irit vulla

faciliquisi tat utpatuero od eliquis nullaor am, ve-

lis nosto consend ignibh eum dio odolorp eriure

duismodit lortisl essit prat.

oboredolumvelisaugiametIriure magnim venisse feu feugait vel ex el dipit

la faci eu faccum irillan eriusciniam nostrud min

ulluptatem vel irit nos augait vulla consequisse

et, quam vullutet lamet ad magna consequissit

venim euis num zzril do odigna autem quismodo

eraestie verat. Vullandipis augait augait irillup-

tatum velit ea faccum dolor sequat.

El euis nos nostrud delesent augait ad ea am de-

lesenit lam, core facidunt veliqua tionum el deles-

tie venis nummodolor incidunt ipsustrud estrud

tat vullamet vel dui bla con exeraestie vendit ut

luptat. Ut aliquip enibh exercip et luptat vent lore

dolut alisisl dolorem do enim el erosto conulpute

te te elesed enim enisis eugait ent at prat, senim

alisit, seniscipit dolent amcortisi tis dolor iure

min elesto conulput in ent ad del et, con henit

wissequiscip eu feugue delit nis aciliquipit lum

vel et euip exerosto et ulla feumsandrem zzrit au-

tpatie dolorperos nibh exercin ulpute duiscidunt

adit, consecte consecte mod ex eugait velit ut

et am dit ilit autat, vel dolore dolorem ent esto

coreraesto dolobore feu feugiamet vel ulla conum

volesed euis nullum nonsecte cortinc iduipsum

vulput accum dolobor sim zzrit illa feu feuiscili-

qui tissequi te dolorper accum velessissit iure tis

dit er sustrud tat velis aci te minis acidunt erit

pration sequis adigna facidunt vulput praesequi

ero et vendrercil er alit irit volor iure vel il dip el

do exeratet augue mod modiamet numsan ex eu

facil ing et ullam, si. Am, quatue tat iure velit nibh

eniam, velendre feugiat, qui ex eummolobore tat

Adadhucludusmea,meaeihincfacilisis

HEADLINEEu nam ipsum aeque mediocri-tatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas.

4

Senconstituam. Te molestiae elaborarseali offendit salpa-

trioquno eum. Te sit tempor molestiae, an voluptaria ex-

petendis ius, ieum veri noster efficiendi. Eamj ex novumr

quando legere. Idminimum vgtinam necessitatibus no sed,

impedit civiractatoslj cuvixi audire gubergren aliquyam

nominati accommodare. Omnisinsthisnovum legendos dig-



nkasd consul, duo id minim fastidii pericula. Sencon-

stituam. Te molestiae elaborarseali offendit salpatrioquno

eum. Te sit tempor molestiae, an voluptaria expetendis

ius, ieum veri noster efficiendi. Eamj ex novumr quando

legere. Idminimum vgtinam necessitatibus no sed, im-

pedit civiractatoslj cuvixi audire gubergren aliquyam nomi-

nati accommodare. Omnisinsthisnovum legendos dig-



nkasd consul, duo id minim fastidii pericula.

Cu puto omnium antiopam veranmaiestatis te. Vidit ludus ne-

cessit atibus ea enimagam vim, cum ei malorum maluisset.

Virtdebitisym ut duo idque ratioeaconcludaturquj Et meis

8









lam quat.

oboredolumvelisaugiametexEro dolor sum vel exeros am, core magnibh et

num nim zzriureet iniatuerat, sed euguer sequism

olutat lorem duis endiam irit volumsan hendio

eugiat lorem nisim exer iliquat vel incincidunt in

ut lutpat, consequi tetum velendigna feuisl et lor

iril ullum quisi. Ignit dolobor erilit la facipis dolor

si nuit.




duis at. Rat ver alisi. Em nisl ut laor sim.

Metummynullaorsi.Ommy nonse dolore commy nonsent wisi. Em

dolorper am zzriusc iliqui esto er il in velit, quis

nonse feugait ulla faci bla facilla ndionsectet,

sum erit nulluptat nis numsand rerit, sent ilis-

modipsum dipiscil in utpatem volor illam quat ver

suscili quissed euipit, sis aliquate commodolore

dipsustrud eu faccumsandre dunt ver augueriu-

rem vullum zzrit aliquam doluptatie dolore conul-

la at aci te magnibh endrem irit vulla faciliquisi

tat utpatuero od eliquis nullaor am, velis nosto

consend ignibh eum dio odolorp eriure duismodit

lortisl essit prat.

Iriure magnim venisse feu feugait vel ex el dipit







El euis nos nostrud delesent augait ad ea am de-


HEADLInESubheadline

3HEADLINEEu nam ipsum aeque mediocri-tatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas.

Eunamipsumaequemediocritatem. Adadhucludusmea,meaeihincfacilisis









lam quat.

oboredolumvelisaugiametObore dolum velis augiamet ex ero dolor sum vel

exeros am, core magnibh et num nim zzriureet

iniatuerat, sed euguer sequism olutat lorem duis

endiam irit volumsan hendio eugiat lorem nisim

exer iliquat vel incincidunt in ut lutpat, consequi

tetum velendigna feuisl et lor iril ullum quisi. Ignit

dolobor erilit la facipis dolor si.




duis at. Rat ver alisi. Em nisl ut laor sim veliq-

uipis nim velis adit, si el dolor senissi. Metummy

nullaor si. Ommy nonse dolore commy nonsent

wisi. Em dolorper am zzriusc iliqui esto er il in

velit, quis nonse feugait ulla faci bla facilla ndi-

onsectet, sum erit nulluptat nis numsand rerit,

sent ilismodipsum dipiscil in utpatem volor illam

quat ver suscili quissed euipit, sis aliquate com-

modolore dipsustrud eu faccumsandre dunt ver

augueriurem vullum zzrit aliquam doluptatie do-

lore conulla at aci te magnibh endrem irit vulla

faciliquisi tat utpatuero od eliquis nullaor am, ve-

lis nosto consend ignibh eum dio odolorp eriure

duismodit lortisl essit prat.

Iriure magnim venisse feu feugait vel ex el dipit







oboredolumvelisaugiametEl euis nos nostrud delesent augait ad ea am de-


tie venis nummodolor incidunt ipsustrud estrud

tat vullamet vel dui bla con exeraestie vendit ut

luptat. Ut aliquip enibh exercip et luptat vent lore

dolut alisisl dolorem do enim el erosto conulpute

te te elesed enim enisis eugait ent at prat, senim

alisit, seniscipit dolent amcortisi tis dolor iure

min elesto conulput in ent ad del et, con henit

wissequiscip eu feugue delit nis aciliquipit lum

7

CAPTIONEu nam ipsum aeque mediocri-tatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas.

5

CAPTIONEu nam ipsum aeque mediocri-tatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas.

9


Min ut la conulla faccum dolor at nostrud dolore

dolessi. Pate dolortis dolor atum eugait lum ver-

cilit adit iniam, quis alis alisl iriliquate do dunt

augueratie feugiam etuero conullamet nullam,

quam dit numsan vulput ex ex exercinis num ex

el ut nonsequ amconsequip el eum do del enibh

enim irit nonulluptat prat, veliquatet, quiscipit

lam, sequipit nit wismodignim dolutpat ip exer

ad molent vel in veliquat, quissequatem dio odo

odo consectem dipit vel et velit alisi. Unt exer am

nibh ent loborpe rostisl ipis aliquis nulputat lorem

num dit venisl ilis alit dolore mincilisisi blandi-

amet adiamco nsenisim nosto dolorem zzrilis alit

augiat endipsum iriurero ea feugue et atueriure

modolorem ate dolessim dolobor iuscilis delis ex

ero ex el irit endit iliquat autet, velisi. Sustincip

esequipit adiamconsent lorperiurem zzrit lor adip

er autpatiscil.

HEADLInESubheadline

Brochure, inside

57

November 2010

HEADLINE HERE AND HERERud tate cor sequisim ipit nit wis

num at. Accum illa feum zzriust-

ing etuero con ut velesti ncidunt

venim alit wisi.

Ed digniatue min utatie dion heni-

sim exeriusci blamet, vercillamet

incipsu sciduisl iustisi.

Ilis ea aut aci tem qui blaor irit

lobore min ut ing exercidunt ac-

cumsan hendip ea feugiamcor at

niam dolent in ex ercincidui blan-

dre tie modolor iusto odigniam,

ver illaor adiamcommy nit ad tin

eliquam commod te min hendre et

ut elesse delit wiscilla aliquam.

SubheadlineRud tate cor sequisim ipit nit wis num at.



SubheadlineAccum illa feum zzriusting etuero con ut velesti

ncidunt venim alit wisi. Ed digniatue min utatie dion

henisim exeriusci blamet, vercillamet incipsu sciduisl

iustisi. Ilis ea aut aci tem qui blaor irit lobore min

ut ing exercidunt accumsan hendip ea feugiamcor

vercillamet incipsu sciduisl.

32 mm

Sponsors

3 X

3 X

3 X 3 X3 X

Always display the Logo Switzerland on the front, the Logo Confederation on the back of the card.

Place the URL on the bottom left on the front.

Portrait format is possible. The design is based on the “Poster” guidelines, see pages 61 and 62.

The country-specific postal specifica-tions should be observed for the layout of the rear of postcards.

Applications

3.1.8 Publications Invitation / Postcard

HeadlineSubheadline

www.swissworld.org

3 X

3 X 3 X3 X6 X

3 X

3 X

3 X

3 X




venim alit wisi.





















3 X

3 X 3 X

3 X

3 X

32 mm

3 X

3 X

3 X3 X

3 X

6 X

32 mm

www.example.org

newZealand.

Headline

3 X3 X3 X

3 X

3 X

3 X

3 X

6 X

Invitation with and without partners, front and back Postcard, without partners, front and back

58

November 2010

The design and layout of leaflets should correspond with the layout of the brochures.Place the URL on the bottom left on the front.

Applications

3.1.9 Publications Leaflet

HeadlineSubheadline




www.swissworld.org

3 X

3 X

3 X

3 X 3 X

3 X

6 X3 X

HeadlineSubheadline




www.swissworld.org

3 X

3 X

3 X

3 X 3 X

3 X

6 X3 X

3 X 6 X 3 X

32 mm

Sponsors

HEADLINEEu nam ipsum aeque mediocri-tatem. Ad adhuc ludus mea.

Bore del dolestrud mag-

niam, consent nonulla feu-

gait, con hendre do euguer

in eugait, cor susto conul-

lam del dipsummolese

eugait wis nibh er sent

vel dipsust isissit wis au-

guerosto dio od ea commy

nulla faccums andiat nulput

nim quat irilluptat ulla fac-

cum et lan henim zzrit deli-

qui scipsustrud doluptatem

nullutpat alit iusci blam

iametexerodolorsumvel exeros am, core magnibh

et num nim zzriureet iniat-

uerat, sed euguer sequism

olutat lorem duis endiam

irit volumsan hendio eugiat

lorem nisim exer iliquat

vel incincidunt in ut lutpat,

consequi tetum velendigna

feuisl et lor iril ullum quisi.

Ignit dolobor erilit la facipis

dolor si.

Dolessed euguercilis do-

lorem ilit iriure magnibh

essecte dolor ad tionseq

uamcommod te dignim

autatuer ing euis diat. Ut

ipsustrud eugiati nciduis

at. Rat ver alisi. Em nisl ut

laor sim veliquipis nim ve-

lis adit, si el dolor senissi.

Metummy nullaor si. Ommy

nonse dolore commy non-

sent wisi. Em dolorper am

zzriusc iliqui esto er il in

velit, quis nonse feugait ulla

faci bla facilla ndionsectet,

sum erit nulluptat nis num-

sand rerit, sent ilismodip-

sum dipiscil in utpatem

volor illam quat ver suscili

quissed euipit. lla faci bla

facilla ndionsectet, sum erit

nulluptat nis numsand rerit,

sent ilismodipsum dipiscil

in utpatem volor illam quat

ver suscili quissed euipit.

sent ilismodipsum dipiscil

in utpatem.

Iriure magnim venisse feu

feugait vel ex el dipit la faci

eu irillan eriusciniam nos-

trud minTat praesse magna

feugiamet voluptat delis

exerostrud diamcor in utate

min henim dolobor augait

ad molute ming er sustis-

cinim nonsequatet.

Senconstituam. Te molestiae

elaborarseali offendit salpatrio-

quno eum. Te sit tempor moles-

tiae, an voluptaria expetendis

ius, ieum veri noster efficiendi.

Eamj ex novumr quando legere.

Idminimum vgtinam necessita-

tibus no sed, impedit civiracta-

toslj cuvixi audire gubergren ali-

quyam nominati accommodare.

Omnisinsthisnovum legendos

dignissim te mea. Cut uquem

consequat deterruissusu te

dicat minimunerani elitr intel-

legam nam. Nec etprompta,

nkasd consul, duo id minim fas-

tidii pericula.Illaore min henim

eu facin ullandreet veliquam

inciliquat, vulputat. Ut alit ven-

dre con henim do consequat,

sum vullutat praesectet, conse

consed ea aliquamet lor inci bla

feu feum dipit volobore feu feuis-

sim dipsuscidunt lobore ming et

dolore dolobor eetuer inci bla

faciliquisim inim nonum quis del

ulputem dolobor ilit aut utat. Es-

tinim quam, quis acip ex ex etum

inissi te doloreet lutet nibh eugait

ulputpa tueraestio.

HEADLINEEu nam ipsum aeque mediocri-tatem. Ad adhuc ludus mea.

Leaflet, examples without and with partners, cover and inside

59

November 2010

www.example.org

HeadlineSubheadline




6 X 6 X 6 X

6 X

6 X

6 X

6 X

6 X6 X

Applications

3.2.1 3.2 Advertising

Newspaper Ad with picture

The Logo Switzerland is displayed on the bottom right, the Logo Confederation on the bottom left.

The URL is placed underneath the Logo Confederation.

Respect all minimum distance requirements.

The layout shown here is intended as an example and must be adapted to the desired format.

WithoutPartnerLogos

If an advertisement does not have partner logos use a red background. Pay special attention to the colour palette outlined in chapter 2 to avoid any colour inconsistencies.

WithPartnerLogos

If there are partner logos to display, use a white background. Headline

Subheadline




www.swissworld.org

Sponsor

3 X 3 X

3 X

3 X

3 X

3 X

6 X

Newspaper Ad, example without partners

Newspaper Ad, example with partners

60


3.2.2 Advertising Newspaper Ad without picture

Withoutapicture,withandwithoutPartnerLogos

The layout shown here is intended as an example and must be adapted to the desired format.

www.swissworld.org

HeadlineSubheadlineCuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis

Umbria.

www.swissworld.org

HeadlineSubheadline

Cuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis. Cuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis. Cuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis. Cuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis.

www.swissworld.org

HeadlineCuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis. Cuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis. Cuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis. Cuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis.

Deutschland.

Newspaper Ad, examples with and without partners

61

November 2010

The Logo Switzerland or the Composed Logo Switzerland is displayed on the bottom right, the Logo Confederation on the bottom left. The URL is placed underneath the Logo Confederation.Respect all minimum distance require-ments.

The headline must be placed on a background with subdued colours to ensure it is legible. If more text is to be included, then the red or white area beneath the picture can be made larger and used for this. The text must be either in the picture or on the red or white background; a combination of the two is not permitted.

If there are no partner logos, use a red background. If there are partners, display their logos next to the Logo Confederation, on a white background, and separates the partner logos from the Logo Confederation with a vertical bar.

Applications

3.2.3 Advertising Poster / Billboard (portrait format)

HeadlineSubheadline

www.example.org

3 X

3 X

3 X

6 X

3 X3 X3 X 6 X 6 X

Headline

www.example.org

Sponsors

Umbria.3 X

3 X

3 X

3 X3 X 3 X 6 X

Poster, examples with and without partners

62

November 2010

The layout guidelines are the same as for the Poster / Billboard in portrait format.

Applications

3.2.4 Advertising Billboard / Poster (landscape format)

Headline

www.swissworld.org

3 X

3 X

3 X 3 X

3 X

3 X 3 X6 X3 X

Headline

www.swissworld.org

Sponsor

newyork.

3 X

3 X

3 X

3 X

6 X3 X 3 X

3 X

Billboard, examples with and without partners

63


3.3 Multimedia / digital media

The guidelines for multimedia and electronic media differ slightly from the print applications due to technical preconditions. Nevertheless, they need to be followed as strictly as in other communication channels.

The Logo Switzerland is placed on the top right in all multimedia applications.

Verdana is used as the font for digital applications.

64

November 2010

Multimedia / digital media Website

The principles set out in chapter 2 essen- tially apply to digital applications too.

The Logo Switzerland should always appear in red on a white background or negative on a red background. The minimum size allowed online is a height of 48 pixels. Use Red # E11A27 for the logo or background, as well as for the banner, if needed.

The Logo Switzerland is placed on the top right.

The Swiss Cross can be used as a favicon (“favourite icon”) in the browser’s address line.

The Composed Logo Switzerland should always appear in colour on a white background or in its negative version on a red background, and the minimum size allowed online is a height of 60 pixels. Use Red #E11A27 for the logo.

The Composed Logo Switzerland is placed on the top right.

3.3.1

Website (screenshot), example www.image-switzerland.ch

Website (screenshot), example www.swissworld.orgApplications



65

November 2010

Multimedia / digital media Website

Recommended page layout: 3-column layout, main navigation on the left, content in the middle and additional information on the right.

The colours used are red, black and grey. The website always has a white background.

The pages and columns can be separated by red bars.

The Logo Confederation is used in the publication details.

3.3.1

Website (screenshot), example www.houseofswitzerland.org

Website (screenshot), example www.swisspavilion.chApplications

http://www.houseofswitzerland.org

http://www.swisspavilion.ch

66


3.3.2 Multimedia / digital media Banner

Follow the general guidelines of the CD Switzerland when creating banners. Minimum height of the banner is 81 pixel, the minimum height of Logo Switzerland is 48 px. The exclusion zone must be observed.

On external web pages, the banner is made up of a red area (HEX #E11A27) with the Logo Switzerland or a Com-posed Logo Switzerland, together with a URL.

On Confederation websites, the red area can be minimised to the logo size and the banner supplemented by a picture. No URL is included in this case.

If the banner is too small for the Logo Switzerland, the URL will be placed under the picture on a red area. The smallest possible banner is the stand-alone logo in the minimum height of 48 px.

If the Composed Logo Switzerland is used, it is never accompanied by a picture.

BanneronawebsiteinthecontextoftheCDSwitzerlandThe Logo Switzerland is not used, but a picture and text.

A red, grey or white area may be used instead of a picture.

BanneronanexternalSwisswebsiteEither an URL with a byline or the Logo Switzerland with a picture can be used.

Banneronanexternal,foreignsiteThe Logo Switzerland is mandatory, coupled with text or a URL on the picture or on red.

SmallestpossiblebannerOnly the Logo Switzerland or the Composed Logo Switzerland on red.

c’è il mare.

www.swissworld.orgYour Gateway to Switzerland

your gateway to switzerland

swissworld.org



67

November 2010

The layout of the newsletter corresponds with the website. The Logo Switzerland is placed on the top right. The Logo Confederation is placed on the bottom left.

This layout similarly applies for electronic cards.

Applications

3.3.3 Multimedia / digital media Newsletter & digital postcard

newsletter(screenshot), example swissworld.org

electronicalcard

PDF-newsletter, example

Embassy of Switzerland in Ireland

68

November 2010

For CD-Covers and CD-Booklets follow the layout principles of the brochure. Always use a photo on the front of the cover. Draw a white border around photos or coloured backgrounds.

Use a red background if there are no partners to display.

Display Logo Switzerland on the bottom right of the front. Place the Logo Confederation on the back.


Use a white background if there are partner logos to display.

Follow the layout principle of the brochure for the inside of the booklet.

Applications

3.3.4 Multimedia CD Cover / Booklet

Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero con-sendiamet wis ad ercillaorem vel eu feui tismolore min heniamconsed delisit vent non heniam amconum vel iuscipit luptat irilit ullan ulput wis-moloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla feugiat augait, sim et nostrud erit alisi.

Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero con-sendiamet wis ad ercillaorem vel eu feui tismolore min heniamconsed delisit vent non heniam amconum vel iuscipit luptat irilit ullan ulput wis-moloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla feugiat augait, sim et nostrud erit alisi.Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero consendiamet wis ad ercillaorem vel eu feui tismolore min heniamconsed delisit vent non heniam amconum vel iuscipit luptat irilit ullan ulput wismoloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla feugiat augait, sim et nostrud erit alisi.

1. Ipsumvoloririlisdiamvenis.

2. doloborsustrudmodtinullao.

3. rperodelisam,velenisnullute.

4. commodduisiblafeugiat.

5. augait,simetnostruderit.

6. nullumnonummynonsequi.

7. tionseniminetlafeumiurer.

8. iliriureroconsendiametwis.

9. adercillaoremveleufeui.

10. tismoloreminheniam.

11. iliriureroconsendiametwis.

3 X

3 X

3 X 3 X

32 mm

3 X 3 X

HeadlineSubheadline

www.swissworld.org

3 X

3 X 3 X 3 X 3 X6 X

3 X

Cover / booklet, back Cover / booklet, front

Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero con-sendiamet wis ad ercillaorem vel eu feui tismolore min heniamconsed delisit vent non heniam amconum vel iuscipit luptat irilit ullan ulput wis-moloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla feugiat augait, sim et nostrud erit alisi.

Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero con-sendiamet wis ad ercillaorem vel eu feui tismolore min heniamconsed delisit vent non heniam amconum vel iuscipit luptat irilit ullan ulput wis-moloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla feugiat augait, sim et nostrud erit alisi.Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero consendiamet wis ad ercillaorem vel eu feui tismolore min heniamconsed delisit vent non heniam amconum vel iuscipit luptat irilit ullan ulput wismoloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla feugiat augait, sim et nostrud erit alisi.

32 mm

Sponsors

1. Ipsum volor irilis diam venis.

2. dolobor sustrud mod tin ullao.

3. rpero delis am, velenis nullute.

4. commod duisi bla feugiat.

5. augait, sim et nostrud erit.

6. Nullum nonummy nonsequi.

7. tionsenim in et la feum iurer.

8. il iriurero consendiamet wis.

9. ad ercillaorem vel eu feui.

10.tismolore min heniam.

11. il iriurero consendiamet wis.

3 X 3 X 3 X 3 X3 X

Cover / booklet, back with partner

Booklet inside

Ipsum volor irilis diam venis dolobor sustrud mod tin ul-laorpero delis am, velenis nullutet, commod duisi bla feugiat augait, sim et nostrud erit alisi.Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero consendiamet wis ad ercillaorem vel eu feui tismolore min heniamconsed delisit vent non heniam am-conum vel iuscipit luptat irilit ullan ulput wismoloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin ullaorpero delis am, ve-lenis nullutet, commod du-isi bla feugiat augait, sim et nostrud erit alisi.

Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero consendiamet wis ad ercillaorem vel eu feui tismolore min heniamconsed delisit vent non heniam am-conum vel iuscipit luptat irilit ullan ulput wismoloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin ullaorpero delis am, ve-lenis nullutet, commod du-isi bla feugiat augait, sim et nostrud erit alisi.

2CaptionReratwiscietumdignit,

commodmolessimduntnullamquis

HEADLINE

69

November 2010

32 mm

3 X

3 X

3 X

3 X 6 X

32 mm

3 X

3 X

3 X

3 X 6 X

For DVD-Covers and DVD-Booklets follow the layout principles of the brochure. Always use a photo on the front of the cover. Draw a white border around photos or coloured backgrounds.

Use a red background if there are no partners to display.

Display Logo Switzerland on the bottom right of the front. Place the Logo Confederation on the back.


Use a white background if there are partner logos to display.

Applications

3.3.5 Multimedia DVD Cover / Booklet

DVD Booklet, examples, without and with partners, front and back

70


3.3.5 Multimedia DVD Booklet inside

Follow the layout principles of the brochure for the inside of the cover.

DVD Booklet, example, inside

71

November 2010

Background can be white, silver or red. Place the Logo Switzerland on the bottom half of the disc.

Applications

3.3.6 Multimedia CD / DVD Label

www.swissworld.org

Not for sale

Headline

CD Label, examples

72

November 2010

3.4 Give-aways and 3D applications

All give-aways and 3D applications are branded with the Logo Switzerland.

How the logo is applied depends on the shape and size of the give-aways and 3D applications . All give-aways and3D applications must be presented to the FDFA, Presence Switzerland, for approval before production.

Brand the give-aways and 3D applica-tions in the manner shown on these examples.

Applications

73

November 2010


On give-aways, the Logo Switzerland can be used as a design element instead of a “t” in a word. The exclusion zone must be observed. The letters are spaced so that the distance between the letters looks identical to the exclusion zone for the Logo Switzerland.

The minimum size for the logo must be observed (see chapter 2).

Applications

November 2010

74

4 Major International Events

4.1 Definition 75

4.2 Logo 76 4.2.1 Colours 78

4.3 LogoConfederation 81 4.3.1 Sender layout 82 4.3.4 Don’ts 83

4.4 ApplicationSystems 84 4.4.1 Stationery 85 4.4.1.1 Business Card 86 4.4.1.2 Name Tag and

Place Cards 87 4.4.1.3 Badge / Accreditation 88

4.4.2 Publications 90 4.4.2.1 Press Kit Folder 91 4.4.2.2 Backdrop 92 4.4.2.3 Power Point 95 4.4.2.4 Brochure 98 4.4.2.5 Invitation / Postcard 100 4.4.3 Advertising 102 4.4.3.1 Newspaper Ad

with picture 103 4.4.3.2 Newspaper Ad

without picture 104 4.4.3.3 Poster / Billboard

(portrait format) 105 4.4.3.4 Poster / Billboard

(landscape format) 106 4.4.4 Multimedia 107 4.4.4.1 Website 108 4.4.4.2 Banner 109

4.5 give-awaysand3Dapplications 110

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November 2010

The same layout rules apply for both major events. In what follows, alter- nating use is made of the Logo House of Switzerland and the Logo Swiss Pavilion at times; the examples apply correspondingly for the other major event.

All major international events are supported by partner organisations.

Partners have to be differentiated by categories. Categories are defined by the project owner.

Major International Events

4.1 Definition

There are two major international events featuring a special appearance of Switzerland: the Olympic Games and the World Expositions. The presentation of Switzerland takes place in the House of Switzerland, assembled every Olympic Games, and the Swiss Pavilion for both Grade A and Grade B World Expositions. The FDFA, Presence Switzerland, always has the project lead for both major events.

House of Switzerland and Swiss Pavilion are subbrands. Therefore, the guidelines for the graphic design elements and design collateral of these two brands are outlined in a chapter of its own.

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November 2010Major International Events

4.2 Logo

For both major events a special logo is used in communication as well as for exhibition elements. As the CD Switzerland applies to these major international events, the use of these logos corresponds with the general guidelines described in chapter 2 and 3 with the exception of some special applications shown in this chapter.

The Logo House of Switzerland and Logo Swiss Pavilion are compiled exclusively by the FDFA, Presence Switzerland, and can be requested from there. The logos may not be modified in any way, and only the original data may be used. The logos can be request-ed from [email protected].

77


The logo is composed of the Logo Switzerland and the additional text elements “House of Switzerland” or “Swiss Pavilion” + relevant information. Therefore, the logo always consists of two lines. The two elements are arranged in a fixed proportion and design. Do not alter or change the logo or separate its elements.

Sometimes the combination of host city /country name and year are protected by the host country. Make sure that these elements can be used before creating a new logo and seek appropriate approvals on the final design.

Font

The font for the Latin script version is Helvetica 95 Black.

4.2 Logo

2 x

2 x

78


4.2.1 Logo Colours

Colours

The Logo House of Switzerland or Logo Swiss Pavilion should appear in colour whenever possible, red on a white background or white on a red back-ground. As an exception the logo may also be used in black and white.

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November 2010

maison de la suisse

maison de la suisse maison de la suisse

maison de la suisse


4.2.2 Logo Size and exclusion zone

Size

In general, the minimum height of the logo in print is 10 mm, the minimum width of the Logo Switzerland without text is 8 mm.

Exception:

If the format of the printed material is smaller than A5 portrait, the minimum height is 6 mm.

ExclusionZone

Maintain a consistent exclusion zone around the logo as shown. This space represents the minimum distance between the logo and any other design element or text.

8 mm 5 mm

Minimum size for format A5 portrait and

smaller (exception)Minimum size for format A5 landscape

and bigger

Recommended exclusion zone

Minimum exclusion zone

80


4.2.3 Logo Language

Language

The text “House of Switzerland” / “Swiss Pavilion” may also be displayed in the language of the Olympic or the Expo host country. In that case the wordmark of the Logo Switzerland must be displayed in the language of the host country as well.

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November 2010Application Design Elements

The CD Switzerland is subject to the guidelines of the CD Confederation. Within this framework the Logo Confederation has to appear on all means of communication. On multi- page material it is placed on the back, on one-page material it is positioned on the bottom left of the page. For more information see chapter 3.

The usage of the Logo Confederation is restricted to the applications defined in the CD Confederation. For details see the CD manual (Intranet EDA) and the guidelines of every department.

The presentation of the federal authorities taking part in the major event will be discussed beforehand in each case.

4.3 Logo Confederation

Minimum size 32 mm

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 2

3

4

CD Handbuch – Grundlagen | Anwendung positiv/negativ Guide de l’identité visuelle – Notions de base | Mode positif/négatif CD Manual – Basics | positive/negative

1.6 Anwendung positiv/negativ Die beste Wirkung erzielt das Bundeslogo auf weissem Hintergrund. Das Bundeslogo kann aber auf unterschiedlichem Hin-tergrund zur Anwendung kommen; je nach Intensität des Hintergrunds ändert es seine Eigenschaften (Schrift positiv oder negativ). Die folgende Auflistung zeigt die Abfolge der Mutation.

➊ Das farbige Bundeslogo verändert je nach Intensität des Hintergrunds sein Aussehen. Das Wappen bleibt bei Grauwer-ten von 0–100% unverändert. Die Schrift wechselt von positiv zu negativ bei einem Grauwert ab 60%.

➋ Die Schwarzweiss-Anwendung ist nur bis zu einer Hintergrundintensität von 70% gestattet. Bei höherer Intensität ist der Kontrast zwischen Wappen und Hintergrund ungenügend.

➌ Wird das farbige Bundeslogo auf einem roten Hintergrund gedruckt, der sich annähernd mit dem Rotwert des Wap-pens deckt, so erhält der Wappenschild ein weisses Filet.

➍ Wird das schwarzweisse Bundeslogo auf schwarzem Hintergrund gedruckt, erhält der Wappenschild ein weisses Filet.

1.6 Mode positif/négatifLe logo de la Confédération produit un effet optimal sur fond blanc. Il peut toutefois s’utiliser sur différents fonds, ses pro-priétés changeant en fonction de l’intensité du fond (mode positif ou négatif). La liste ci-dessous montre les étapes de cette transformation.

➊ Le logo en couleurs de la Confédération change d’apparence selon l’intensité du fond. Ainsi les armoiries restent inchangées sur l’échelle des gris (de 0 à 100%). En revanche la police change du mode positif au mode négatif au-delà du seuil de 60%.

➋ L’utilisation en noir et blanc n’est permise que jusqu’à une inten-sité du fond de 70 %. Au-delà de ce seuil, le contraste entre les armoiries et le fond est insuffisant.

➌ Si le logo en couleurs de la Confédération est imprimé sur un fond rouge se rapprochant du rouge des armoiries, cel-les-ci comporteront un filet blanc.

➍ Si le logo noir et blanc de la Confédération est imprimé sur un fond noir, les armoiries comporteront un filet blanc.

1.6 Positive/negative utilisationAlthough the logo looks best on white background it can be used on various back-grounds. An increase in intensity of the colour background requires the text (and only the text) to be changes its properties from positive to negative.

➊ The emblem in the colour logo never changes, but the text does, according the intensity of the background: with a grey value higher than 60% the text changes from positive to negative.

➋ The use of the b&w logo is allowed only up to a background intensity of 70%. If the intensity is higher the contrast between background and emblem is too low.

➌ On a red background which is close to the red of the emblem the emblem must have a white outline.

➍ On a black background the emblem of the emblem must have a white outline.

Version «_negFil» / «_negLine»

Version «_negFil» / «_negLine»

Minimum size 32 mm

Original Size, vertical

Original Size, horizontal

It is possible to combine more than one identifier.

The logos are compiled by the Visual Communication of Information Dept. at the FDFA.

2x2x 5x 5x

2x

55 mm

2x

The exclusion zone around the Logo Confederation must be taken into account.

82


PublicationswithintheCDSwitzerland

On all printed communication material published within the framework of the CD Switzerland the URL is always placed on the bottom left, aligned to the wordmark of the Logo House of Switzerland resp. Swiss Pavilion.

The height of the URL is 2 x.

On printed material with two or more sides the URL stands alone, on the front.

On one-sided material the URL is placed underneath the Logo Confederation.

The distance between the URL and the Logo Confederation must correspond at least to the exclusion zone around the Logo Confederation.

Application for material with two or more sides

4.3.1 Sender layout



www.swisspavilion.ch

Minimum size 32 mm

www.houseofswitzerland.org

Minimum size 32 mm

maison de la suisse





83


Do not separate the Logo Switzerland from the text. Do not create composed logos with partner logos.

Do not alter text, colours, proportions or design of the major international events logos. Do not place the logos over alternative colours or photo backgrounds.

Logos must be taken from the original image file provided. Only the size of the logo may be changed while maintaining the proper proportions.

4.3.4 Logo Don’ts

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November 2010

4.4 Application Systems

The applications for the major international events correspond with the guidelines described in chapter 3, apart from exceptions shown below. Refer to chapter 3 for details, measurements etc.

The exceptions defined in this chapter are the only exceptions allowed within the communication for major international events.


85


4.4.1 Application Systems Stationery

The CD Confederation (FDFA intranet) is used for business stationery (letters, faxes, compliment cards, basic forms and media releases, etc.).

The Logo Switzerland or the Composed Logo can be placed in the space provided.

86


Business cards are printed double-sided.

The front is used for representation, containing the name and function of the holder plus the department and organisational unit underneath the Logo Confederation.

The back is reserved for detailed information. It can be adapted to the specific needs of the organisational unit within the framework of the CD Confederation. The Logo House of Switzerland resp. Swiss Pavilion is placed on the top right.

Business cards are printed in one language only. For additional languages additional business cards will be printed.

Always use the recommended text size found in the business card template.

4.4.1.1 Stationery Business Card

Application Systems

Bundesgasse 32, CH-3003 BerneTél. +41 31 325 07 46Mobile +41 79 225 73 45Fax +41 31 324 10 [email protected]

maison de la suisse

46.0

5.0

54.0

7.4 81.0 85.00 mm

Bundesgasse 32, CH-3003 BernTel. +41 31 325 07 46Mobile +41 79 225 73 45Fax +41 31 324 10 [email protected] 46.0

5.0

7.4 81.0 85.00 mm


Département féderal des affaires étrangères DFAESecrétariat général SG-DFAE Présence Suisse 46.0

5.0

54.0

18.0 81.00 mm 85.0


Federal Department of Foreign Affairs FDFAGeneral Secretariat GS-FDFA Presence Switzerland 46.0

5.0

54.0

18.00 mm 85.0

Business Card, examples Maison de la Suisse and Swiss Pavilion, front and back

87


Application Systems

On name tags the Logo House of Switzerland resp. Swiss Pavilion is placed on the bottom right.

Minimum height of the logo is 6 mm, maximum height is 10 mm.

4.4.1.2 Stationery Name Tag and Place Cards

maison de la suisse


3 X

3 X3 X

3 X

3 X

6 X


3 X

3 X

3 X

3 X3 X 6 X

Name Tag, examples Maison de la Suisse and Swiss Pavilion, front


3 X

3 X

3 X

3 X

14.0

48.0 (87.2 %)

6 X

Place Cards, examples Maison de la Suisse

88


Front

The Logo House of Switzerland resp. Swiss Pavilion is placed on the top right of the Badge / Accreditation.

The size of the Badge / Accreditation shown on the right is a possible example. There is no regulated size for the Badge / Accreditation. Minimum height of the logo is 6 mm, maximum height is 14 mm. If possible use the full width of the Badge / Accreditation for the logo.

Back

The Logo Confederation is placed on the top left of the Badge / Accreditation.Minimum height of the logo is 6 mm, maximum height is 14 mm.

Logos of partners are displayed in hierarchical order on the back of the Badge / Accreditation, underneath the Logo Confederation. Note that Logo Confederation and partner logos are always separated by a horizontal line.

4.4.1.3 Stationery Badge / Accreditation

Application Systems

House of Switzerland Accreditation

this access card is not transferable. the card holder is obliged to respect the rules of the house of switzerland 2008. Any violation of the rules may result in revocation o f the access card and/or t he l oss of a ll r ights granted w ith i ts issuance

6 X

6 X

3 X 6 X 3 X

3 X

Offi cial Sponsors

Offi cial Partners

Expo Partners

6 X

6 X

Badge, example House of Switzerland, with partners, front and back

89


Colours

Primary colours for the Badge / Accredi-tation are red, white and black.Secondary colours are used to identify the group and function of the carrier (see chapter 2.7.1).

4.4.1.3 Stationery Badge / Accreditation

Application Systems

Executive Member All Access

Security

Expo / Organisation

VIP-Guests

House of Switzerland

Accreditation

Peter Muster

Mustertitel

Valid until 10.03.2010

Sponsors & Partners


Accreditation

Marie-Emilie Catier

TSR


Media

The House of Switzerland in Vancouver:

Bridges Restaurant

1696 Duranleau Street

Granville Island

Vancouver, B.C. V6H 3S4

Reservations: +1 604 687 4400 House of Switzerland Office: +1 778 999 1265

The House of Switzerland in Whistler:

The Mountain Club

Whistler Town Plaza

40-4314 Main Steet

Whistler, B.C. V0N 1B4

Reservations: +1 604 932 6009

House of Switzerland Office: +1 604 907 4410

Contact:

[email protected] Media Hotline: +1 866 827 1863 www.houseofswitzerland.org www.facebook.com/HoSCanada2010 www.twitter.com/HoSCanada2010


Accreditation

Peter Muster

Mustertitel


Sponsors & Partners

Badge, examples Swiss Pavilion and House of Switzerland, front and back

90


Publications such as press releases, brochures or information leaflets should display the Brand Switzerland.

Apart from the consistent usage of the logos a specific visual identity should be established and followed to communicate the Brand Switzerland.

4.4.2 Application Systems Publications

91


The Logo House of Switzerland resp. Swiss Pavilion is placed on the front at the top or bottom, centred horizontally.

The Logo Confederation and the URL are displayed on the back bottom left. There are no partner logos displayed on press kit folders.

4.4.2.1 PublicationsApplication Systems

Press Kit Folder

3 X

3 X3 X 3 X

6 X 3 X6 X3 X 6 X

32 mm

www.example.org

3 X

3 X

3 X

3 X 3 X

6 X6 X3 X 3 X6 X

3 X

32 mm


maison de la suisse

Press kit folder, examples House of Switzerland and Swiss Pavilion

92

November 2010


3 X


3 X3 X6 X3 X 6 X

3 X

3 X


WithoutPartnerLogos

The background colour of the backdrop without partner logos is red or white.

The Logo House of Switzerland resp. Swiss Pavilion is placed on the top right, the Logo Confederation on the top left. If there is a URL displayed, it is always placed directly underneath the Logo Confederation. The exclusion zone around the Logo Confederation must be observed.

The Logo House of Switzerland resp. Swiss Pavilion should never run longer than half the width of the backdrop.Underneath this, the Logo is dis-played in a repetitive pattern across the whole backdrop.


Backdrop

Backdrop, examples without partners

93


WithoutPartnerLogos

The backdrop without partner can also display a picture underneath the Logo House of Switzerland resp. Swiss Pavilion and the Logo Confederation.

When selecting a picture, the specific application must be borne in mind. Photos containing a lot of detail should not be used for panel discus-sions, for example.A red background can also be used instead of a picture.

The Logo House of Switzerland resp. Swiss Pavilion should never run longer than half the width of the backdrop.


Backdrop

Headline Example


Headline


Headline Example


Headline


Example House of SwitzerlandExample Swiss Pavilion

Backdrop, examples without partners

94


WithPartnerLogos

The background colour of the back-drop with partner logos is white.

The Logo House of Switzerland resp. Swiss Pavilion is placed on the top right, the Logo Confederation on the top left. The Logo House of Switzerland resp. Swiss Pavilion should never run wider than half the width of the backdrop.

Underneath this, the Logo House of Switzerland resp. Swiss Pavilion and the logo(s) of the official partner(s) are displayed in a repetitive pattern across the whole backdrop.

The Logo House of Switzerland resp. Swiss Pavilion is displayed in colour, the logo(s) of the partner(s) in black and white.


Backdrop with partner


ch

3 X6 X3 X

3 X

3 X

Backdrop, example with partners

95


The Logo House of Switzerland resp. Swiss Pavilion must be displayed on every single page, top right. The Logo Confederation, placed on the top left, is used on the cover only.

Use pagination only if it makes sense. The same goes for year and date.

Speaker’smanuscript:Use 16 pt or more for the text. Leave enough space on the right side for handwritten notes.

Script




Federal Department of Foreign Affairs FDFAEmbassyofSwitzerlandinHostCountry

Titel Max Muster, Strasse, PLZ OrtTel. +41 XXX XXX XX XX, Fax +41 XXX XXX XX XX, [email protected], www.presence.ch

PublicationsApplication Systems 4.4.2.3

Power Point

Headline of the Presentation

Headline of the Presentation






Headline


Title

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

-10 -5 0 5 10 15 20 25 30 40

Headline

Idunt wis nonsequisi eliquamet ea commy nostie core feu fac cum enis dolummolor

Incil ing estrud dit pratum eu gait utpatem velesequam niam inim do coreros essequam del dolore

Ulputpa tumsand reetue tin hend-rem veliquat iustini sciduisl do do-lore modipsu msandrem venisse-quam diat augait adit luptat.


96


PartnerLogos

If partners are mentioned in a power point presentation they are displayed on a separate slide.


Power Point

Date Sheet/Page

Headline

Adresser

Endion esto dignibh et vele nim volor sum et num iustrud magna facinci nciliquam quisis acipsum qui blam i

Offi cial Sponsors

Offi cial Partners

Expo Partners

97


Always use the recommended sizes for the various text parts as shown in the template. Headline 36 pt






Adresser 6 pt


Date 6 pt


4 X4 X

4 X

4 X

4 X

4 X

4 X 4 X

10 mm


Power Point

98


WithPartnerLogos

Always use a red background for the front cover.

Place the Logo House of Switzerland resp. Swiss Pavilion on the front cover, bottom right.

Display the Logo Confederation and the partner logos along the bottom of the back cover. Note that a vertical bar separates the partner logos from the Logo Confederation which is always placed on the very left.

WithoutPartnerLogos

If there are no partners, also use a red background for the cover, applying the guidelines for brochures defined in chapter 3.

The height of the URL must be at least 2 x.


Brochure

Sponsors

6 X 6 X6 X

32 mm

HeadlineSubheadline

In eos porro aperiri, ut mel habeo menandri constituam. te molestiae elaboraret sea, offendit salutandi patrioqu no eum. Te sit alii tempor molestiae.

www.houseofswitzerland.org 2 X

6 X

6 X

6 X

6 X

6 X 6 X6 X

12 X 6 X6 X

32 mm

HeadlineSubheadline

In eos porro aperiri, ut mel habeo menandri constit-uam. te molestiae elaboraret sea, offendit salutandi patrioqu no eum. Te sit alii tempor molestiae.

www.houseofswitzerland.org 2 X

6 X

6 X

6 X

6 X 6 X 6 X6 X

Brochure, example with partners, cover (back and front)

Brochure, example without partners, cover (back and front)

99


Inside

There are no strict layout guidelines for the layout of inside pages. Follow the layout principles outlined in chapter 2. Use a white border around all photos, graphics and coloured backgrounds. Do not display photos on a red background. Text should be displayed in red, black or white. Try to create a visual balance between images and text.

Senconstituam. Te molestiae elaborarseali offendit salpatrioquno eum. Te sit tempor molestiae, an voluptaria expetendis ius, ieum veri noster efficiendi. Eamj ex novumr quando legere. Idminimum vgti-nam necessitatibus no sed, impedit civiractatoslj cuvixi audire gu-bergren aliquyam nominati accommodare. Omnisinsthisnovum leg-endos dignissim te mea. Cut uquem consequat deterruissusu te dicat minimunerani elitr intellegam nam. Nec etprompta, nkasd consul, duo id minim fastidii pericula.

Cu puto omnium antiopam veranmaiestatis te. Vidit ludus necessit ati-bus ea enimagam vim, cum ei malorum maluisset. Virtdebitisym ut duo idque ratioeaconcludaturquj Et meis

HEADLInEHEADSubheadline Sub

Theme

2


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oboredolumvelisaugiametObore dolum velis augiamet ex ero dolor sum vel exeros am, core magnibh et num nim zzriureet iniatuerat, sed euguer sequism olutat lorem duis endiam irit volumsan hendio eugiat lorem nisim exer iliquat vel incincidunt in ut lutpat, consequi tetum velendigna feuisl et lor iril ullum quisi. Ignit dolobor erilit la facipis dolor si.Dolessed euguercilis dolorem ilit iriure magnibh essecte dolor ad tionseq uamcommod te dignim autatuer ing euis diat. Ut ipsustrud eugiati nciduis at. Rat ver alisi. Em nisl ut laor sim veliquipis nim velis adit, si el dolor senissi. Metummy nullaor si. Ommy nonse dolore commy non-sent wisi. Em dolorper am zzriusc iliqui esto er il in velit, quis nonse feugait ulla faci bla facilla ndionsectet, sum erit nulluptat nis numsand rerit, sent ilismodipsum dipis-cil in utpatem volor illam quat ver suscili quissed euipit, sis aliquate commodolore dipsustrud eu faccumsandre dunt ver augueriurem vullum zzrit aliquam doluptatie do-lore conulla at aci te magnibh endrem irit vulla faciliquisi tat utpatuero od eliquis nullaor am, velis nosto consend ignibh eum dio odolorp eriure duismodit lortisl essit prat.Iriure magnim venisse feu feugait vel ex el dipit la faci eu faccum irillan eriusciniam nostrud min ulluptatem vel irit nos augait vulla consequisse et, quam vullutet lamet

ad magna consequissit venim euis num zzril do odigna autem quismodo eraestie verat. Vullandipis augait augait irilluptatum velit ea faccum dolor sequat.

oboredolumvelisaugiametEl euis nos nostrud delesent augait ad ea am delesenit lam, core facidunt veliqua tionum el delestie venis num-modolor incidunt ipsustrud estrud tat vullamet vel dui bla con exeraestie vendit ut luptat. Ut aliquip enibh exercip et luptat vent lore dolut alisisl dolorem do enim el eros-to conulpute te te elesed enim enisis eugait ent at prat, senim alisit, seniscipit dolent amcortisi tis dolor iure min elesto conulput in ent ad del et, con henit wissequiscip eu feugue delit nis aciliquipit lum vel et euip exerosto et ulla feumsandrem zzrit autpatie dolorperos nibh exercin ulpute duiscidunt adit, consecte consecte mod ex eugait velit ut et am dit ilit autat, vel dolore dolorem ent esto cor-eraesto dolobore feu feugiamet vel ulla conum volesed euis nullum nonsecte cortinc iduipsum vulput accum dolobor sim zzrit illa feu feuisciliqui tissequi te dolorper accum velessissit iure tis dit er sustrud tat velis aci te minis acidunt erit pration sequis adigna facidunt vulput praesequi ero et vendrercil er alit irit volor iure vel il dip el do exeratet augue mod modiamet numsan ex eu facil ing et ullam, si.

Am,quatuetatiurevelitnibheniam.Velendre feugiat, qui ex eummolobore tat il incil ut adig-nim aci Modoloreet nos nostrud tio cortion ulputpatem zzriure dolor senit la consecte magnim velis essisci liquat aut incinibh eugait num in henim zzrit lummy niametuezzriure dolor senit la consecte magnim velis essisci liquat aut incinibh eugait num in henim zzrit lummy niametue

HEADLINEEu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas. Eu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas.

3

Bore del dolestrud magniam, consent nonulla feugait, con hendre do euguer in eugait, cor susto conullam del dipsummolese eugait wis nibh er sent vel dipsust isissit wis auguerosto dio od ea commy nulla faccums andiat nulput nim quat irilluptat ulla faccum et lan henim zzrit deliqui scipsustrud doluptatem nullutpat alit iusci blam eum delit, vullam venit, con exer suscidunt lorem nit lam quat.Obore dolum velis augiamet ex ero dolor sum vel exeros am, core magnibh et num nim zzriureet iniatuerat, sed euguer sequism olutat lorem duis endiam irit volumsan hendio eugiat lorem nisim exer iliquat vel incincidunt in ut lutpat, consequi tetum velendigna feuisl et lor iril ullum quisi. Ignit dolobor erilit la facipis dolor si.

Dolessed euguercilis dolorem ilit iriure magnibh essecte dolor ad tionseq uamcommod te dignim autatuer ing euis diat. Ut ipsustrud eugiati nciduis at. Rat ver alisi. Em nisl ut laor sim veliquipis nim velis adit, si el dolor senissi.Metummy nullaor si. Ommy nonse dolore commy non-sent wisi. Em dolorper am zzriusc iliqui esto er il in velit, in utpatem volor illam quat ver suscili quissed euipit, sis aliquate commodolore dipsustrud eu faccumsandre dunt ver augueriurem vullum zzrit aliquam doluptatie dolore ut-patuero od eliquis nullaor am, velis nosto consend ignibh eum dio odolorp eriure duismodit lortisl essit prat.

oboredolumvelisaugiametIriure magnim venisse feu feugait vel ex el dipit la faci eu faccum irillan eriusciniam nostrud min ulluptatem vel irit nos augait vulla consequisse et, quam vullutet lamet quis nonse feugait ulla faci bla facilla ndionsectet, sum erit nulluptat nis numsand rerit, sent ilismodipsum dipiscil

ad magna consequissit venim euis num zzril do odigna autem quismodo eraestie verat. Vullandipis augait augait irilluptatum velit ea faccum dolor sequat.

Isnonsectemagnibheumdeliquat,Velit velis ad delismod euisisit nos diamcon ulluptat. Incil dionse faci eugiate facin venibh eum iril in utem zzrit lup-tatiscil diat incilis at, consecte volore dipisis alit luptating enibh eugait veliquam, vulla consectem vent lor ip euguer acilla faccum irit at ipit adit auguera tionullum iusto dio odip eliquat in ullaore dit eu faccum quis dolore del ilit inibh eum alit dunt inibh ex eu feugiam zzrit am qui et acil ulputat wisi.Is nonsecte magnibh eum deliquat, vel ute dolore dolesto od er sismolore diamet acilisisit augueri liquis er senis adipsummolor sum nos nit loreet, vel iure feuis accummy nulput ad minisl ex et, volor augiam, vullaortie modo ex-eros nos alisl eu facidunt augait verat ad eu feumsan ut niam quipis nissisim vel ea feu feum vel eui ea feu feugue-ro dunt at. Se minisit, quat. Ugait aliquat, con et alis alisl il etue dolorer sum volor iusciduis nonsequat, commod modiam quip eugiat, se con ullaoreetum nostrud te exer il conulla at aci te magnibh endrem irit vulla faciliquisi tat ulla commod molum zzrilla facipsum ipit wis elesecte.

UtaliquipenibhexercipEl euis nos nostrud delesent augait ad ea am delesenit lam, core facidunt veliqua tionum el delestie venis num-modolor incidunt ipsustrud estrud tat vullamet vel dui bla con exeraestie vendit ut luptat. Ut aliquip enibh exercip et luptat vent lore dolut alisisl dolorem do enim el eros-to conulpute te te elesed enim enisis eugait ent at prat, senim alisit, seniscipit dolent amcortisi tis dolor iure min elesto conulput in ent ad del et, con henit wissequiscip eu feugue delit nis aciliquipit lum vel et euip exerosto et ulla feumsandrem zzrit autpatie dolorperos nibh exercin ulpute duiscidunt adit, consecte consecte mod ex eugait velit ut et am dit ilit autat, vel dolore dolorem ent esto cor-eraesto dolobore feu feugiamet vel ulla conum volesed euis nullum nonsecte cortinc iduipsum vulput accum dolobor sim zzrit illa feu feuisciliqui tissequi te dolorper accum velessissit iure tis dit er sustrud tat velis aci te minis acidunt erit pration sequis adigna facidunt vulput praesequi ero et vendrercil er alit irit volor iure vel il dip el do exeratet augue mod modiamet numsan ex eu facil ing et ullam, si. Am, quatue tat iure velit nibh eniam, ve-lendre feugiat, qui ex eummolobore tat il incil ut adignim aci. Accumsan utatue te deliscilit praessequam vullum inibh ex euissed dolorem dolobore consenim ipit lum zzrit

Ad adhuc ludus mea, mea ei hincfac ilisis

HEADLINEEu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas. Eu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas.

6

CAPTIONEu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas. Eu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas.

7

Senconstituam. Te molestiae elaborarseali offendit salpatrioquno eum. Te sit tempor molestiae, an voluptaria expetendis ius, ieum veri noster efficiendi. Eamj ex novumr quando legere. Idminimum vgti-nam necessitatibus no sed, impedit civiractatoslj cuvixi audire gu-bergren aliquyam nominati accommodare. Omnisinsthisnovum leg-endos dignissim te mea. Cut uquem consequat deterruissusu te dicat minimunerani elitr intellegam nam. Nec etprompta, nkasd consul, duo id minim fastidii pericula. Senconstituam. Te molestiae elaborarseali offendit salpatrioquno eum. Te sit tempor molestiae, an voluptaria expe-tendis ius, ieum veri noster efficiendi. Eamj ex novumr quando legere. Idminimum vgtinam necessitatibus no sed, impedit civiractatoslj cuvixi audire gubergren aliquyam nominati accommodare. Omnisinsthisno-vum legendos dignissim te mea. Cut uquem consequat deterruissusu te dicat minimunerani elitr intellegam nam. Nec etprompta, nkasd consul, duo id minim fastidii pericula.

Cu puto omnium antiopam veranmaiestatis te. Vidit ludus necessit ati-bus ea enimagam vim, cum ei malorum maluisset. Virtdebitisym ut duo idque ratioeaconcludaturquj Et meis

4

CAPTIONEu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas. Eu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis definiebas.

5

Bore del dolestrud magniam, consent nonulla feugait, con hendre do euguer in eugait, cor susto conullam del dipsummolese eugait wis nibh er sent vel dipsust isissit wis auguerosto dio od ea commy nulla faccums andiat nulput nim quat irilluptat ulla faccum et lan henim zzrit deliqui scipsustrud doluptatem nullutpat alit iusci blam eum delit, vullam venit, con exer suscidunt lorem nit lam quat.

oboredolumvelisaugiametexEro dolor sum vel exeros am, core magnibh et num nim zzriureet iniatuerat, sed euguer sequism olutat lorem duis endiam irit volumsan hendio eugiat lorem nisim exer iliquat vel incincidunt in ut lutpat, consequi tetum ve-lendigna feuisl et lor iril ullum quisi. Ignit dolobor erilit la facipis dolor si. Dolessed euguercilis dolorem ilit iriure magnibh essecte dolor ad tionseq uamcommod te dignim autatuer ing euis diat. Ut ipsustrud eugiati nciduis at. Rat ver alisi. Em nisl ut laor sim.

Metummynullaorsi.Ommy nonse dolore commy nonsent wisi. Em dolorper am zzriusc iliqui esto er il in velit, quis nonse feugait ulla faci bla facilla ndionsectet, sum erit nulluptat nis numsand rerit, sent ilismodipsum dipiscil in utpatem volor illam quat ver suscili quissed euipit, sis aliquate commodolore dipsustrud eu faccumsandre dunt ver augueriurem vullum

zzrit aliquam doluptatie dolore conulla at aci te magnibh endrem irit vulla faciliquisi tat utpatuero od eliquis nullaor am, velis nosto consend ignibh eum dio odolorp eriure duismodit lortisl essit prat.Iriure magnim venisse feu feugait vel ex el dipit la faci eu faccum irillan eriusciniam nostrud min ulluptatem vel irit nos augait vulla consequisse et, quam vullutet lamet ad magna consequissit venim euis num zzril do odigna autem quismodo eraestie verat. Vullandipis augait augait irilluptatum velit ea faccum dolor sequat.

El euis nos nostrud delesent augait ad ea am delesenit lam, core facidunt veliqua tionum el delestie venis num-modolor incidunt ipsustrud estrud tat vullamet vel dui bla con exeraestie vendit ut luptat. Ut aliquip enibh exercip et luptat vent lore dolut alisisl dolorem do enim el eros-to conulpute te te elesed enim enisis eugait ent at prat, senim alisit, seniscipit dolent amcortisi tis dolor iure min elesto conulput in ent ad del et, con henit wissequiscip eu feugue delit nis aciliquipit lum vel et euip exerosto et ulla feumsandrem zzrit autpatie dolorperos nibh exercin ulpute duiscidunt adit, consecte consecte mod ex eugait velit ut et am dit ilit autat, vel dolore dolorem ent esto cor-eraesto dolobore feu feugiamet vel ulla conum volesed euis nullum nonsecte cortinc iduipsum vulput accum dolobor sim zzrit illa feu feuisciliqui tissequi te dolorper accum velessissit iure tis dit er sustrud tat velis aci te

HEADLInESubheadline

8


Min ut la conulla faccum dolor at nostrud dolore dolessi. Pate dolortis dolor atum eugait lum vercilit adit iniam, quis alis alisl iriliquate do dunt augueratie feugiam etuero conullamet nullam, quam dit numsan vulput ex ex exer-cinis num ex el ut nonsequ amconsequip el eum do del enibh enim irit nonulluptat prat, veliquatet, quiscipit lam, sequipit nit wismodignim dolutpat ip exer ad molent vel in veliquat, quissequatem dio odo odo consectem dipit vel et velit alisi.Unt exer am nibh ent loborpe rostisl ipis aliq-uis nulputat lorem num dit venisl ilis alit dolore mincilisisi blandiamet adiamco nsenisim nosto dolorem zzrilis alit

augiat endipsum iriurero ea feugue et atueriure modolor-em ate dolessim dolobor iuscilis delis ex ero ex el irit en-dit iliquat autet, velisi. Sustincip esequipit adiamconsent lorperiurem zzrit lor adip er autpatiscil do dolore vullaor sum amet ilit iliquip etuerosto essequiscil duis euisi.Et dio cor sequis alit, veliquiscing et lobor iuscidunt iusto odolort ionulluptat, sum ipsusto eriure modolore te tate modiamc onsecte vulla faccum illa alisis do eugait do-lorpe rcilla autpatum quat. Ting euiscipis nos augait digna facinis aute magna facipit ip essequi bla adion velis nul-lum nos adio odolese quisi.

HEADLInESubheadline

9


Brochure

Brochure, example, inside

100


The layout for the printed invitations corresponds with the layout of the brochures. The format should be A6 or A5.

WithoutPartnerLogos

Place the Logo House of Switzerland resp. Swiss Pavilion on the front, bottom right, on a red background. Place the Logo Confederation on the back, bottom left, on a red background.Place the URL on the bottom left on the front.

Portrait format is possible. The design is based on the “Poster” guidelines, see pages 105 and 106.

The country-specific postal specifica-tions should be observed for the layout of the rear.


Invitation / Postcard

HeadlineSubheadline


6 X

6 X

6 X 6 X6 X6 X

6 X

6 X

6 X




venim alit wisi.





















32 mm

6 X

6 X

6 X 6 X6 X

6 X


6 X

Postcard, examples without partners, front

Postcard, examples without partners, back

101


WithPartnerLogos

Always use a red background for the front cover.

Place the Logo House of Switzerland resp. Swiss Pavilion on the front cover, bottom right.

Display the Logo Confederation and the partner logos along the bottom of the back cover. Note that a vertical bar separates the partner logos from the Logo Confederation which is always placed on the very left.


Invitation / Postcard

HeadlineSubheadline


6 X

6 X

6 X 6 X6 X6 X

6 X

6 X

6 X




venim alit wisi.

















henisim exeriusci blamet, vercillamet incipsu scidu-

isl iustisi. Ilis ea aut aci tem qui blaor irit lobore min



Sponsors

32 mm

6 X

6 X

6 X 6 X6 X

Sponsor

32 mm

6 X


6 X

Postcard, examples with partners, front

Postcard, examples with partners, back

102


Advertising is the segment of communication with the most publicity and the largest audience. While the content, the messages and the products of the ads will vary, the look of all advertising material should be consistent.

4.4.3 Application Systems Advertising

103


If there are official partners, always use a white background.

The Logo House of Switzerland resp. Swiss Pavilion is displayed on the bottom right, the Logo Confederation and the logo(s) of the official partner(s) on the bottom left. Note that a vertical bar separates the partner logos from the Logo Confederation which is always placed on the very left. The URL is placed underneath the Logo Confederation.


If there are no official partners, use a red background, applying the guide-lines for posters defined in chapter 3.

HeadlineSubheadline




www.example.org

Sponsor

6 X 6 X

6 X

6 X

6 X

6 X6 X

HeadlineSubheadline




www.example.org

6 X 6 X

6 X

6 X

6 X

6 X6 X

4.4.3.1 AdvertisingApplication Systems

Newspaper Ad with picture

Newspaper Ad, example with partners

Newspaper Ad, example without partners

104


If there are partner logos to display, use a white background.

The Logo House of Switzerland resp. Swiss Pavilion is displayed on the bottom right, the Logo Confederation on the bottom left.Note that a vertical bar separates the partner logos from the Logo Confederation which is always placed on the very left.

The URL ist placed underneath the Logo Confederation



Newspaper Ad without picture

www.swissworld.org

HeadlineSubheadlineCuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis

Sponsor

maison de la suissewww.swissworld.org

HeadlineCuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis. Cuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis. Cuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis. Cuo puto omnium antiopam vix, mel erant maestatis te. Vidit ludus ea vis.

Newspaper Ad, examples without and with partners

105



The Logo House of Switzerland resp. Swiss Pavilion is displayed on the bottom right, the Logo Confederation and the logo(s) of the official partner(s) on the bottom left. Note that a vertical bar separates the partner logos from the Logo Confederation which is always placed on the very left. The URL is placed underneath the Logo Confederation.

Respect all minimum distance require-ments.

If there are no official partners, use a red background, applying the guidelines for posters defined in chapter 3.


Poster / Billboard (portrait format)

Headline


6 X

6 X

12 X

6 X6 X6 X 6 X

12 X

Billboard, example without partners

Headline


Sponsors

6 X

6 X

12 X

6 X6 X6 X 6 X

12 X

Billboard, example with partners

106


The layout guidelines are the same as for the Poster / Billboard in portrait format (see previous page).


If there are no official partners, use a red background, applying the guidelines for posters defined in chapter 3.

Headline


6 X

6 X

6 X6 X6 X 6 X

6 X


Poster / Billboard (landscape format)

Headline


Sponsors

6 X

6 X

6 X6 X6 X 6 X

6 X

Billboard, example without partners

Billboard, example with partner

107


The guidelines for multimedia and electronic media differ slightly from the print applications, due to technical preconditions. Nevertheless, they need to be followed as strictly as in other communication channels.

Verdana is used as the font for digital applications.

Application Systems 4.4.4 Multimedia

108


The Logo House of Switzerland resp. Swiss Pavilion should always appear in colour on a white background, and the minimum size allowed online is a height of 60 pixels. Use Red #E11A27 for the logo.

The Logo House of Switzerland resp. Swiss Pavilion is placed on the top right, the logo(s) of the official partner(s) are displayed within the page context.

4.4.4.1 MultimediaApplication Systems

Website

Website (screenshot), example House of Switzerland, www.houseofswitzerland.org

Website (screenshot), example Swiss Pavilion, www.swisspavilion.ch



109

November 2010

Application Systems


4.4.4.2 Multimedia Banner

Follow the general guidelines of the CD Switzerland when creating banners. Minimum height of the banner is 81 pixel, the minimum height of Logo Switzerland is 48 px. The exclusion zone must be observed.

On external web pages, the banner is made up of a red area (HEX #E11A27) with the Logo Switzerland or a Com-posed Logo Switzerland, together witha URL.

On Confederation websites, the red area can be minimised to the logo size and the banner supplemented by a picture. No URL is included in this case.

If the banner is too small for the Logo Switzerland, the URL will be placed under the picture on a red area. The smallest possible banner is the stand-alone logo in the minimum height of 48 px.

If the Composed Logo Switzerland is used, it is never accompanied by a picture.

C’èilmare.

www.swissworld.orgyourgatewaytoSwitzerland

yourgatewaytoSwitzerland

swissworld.org

BanneronawebsiteinthecontextoftheCDSwitzerlandThe Logo Switzerland is not used, but a picture and text.

A red, grey or white area may be used instead of a picture.

BanneronanexternalSwisswebsiteEither an URL with a byline or the Logo Switzerland with a picture can be used.

Banneronanexternal,foreignsiteThe Logo Switzerland is mandatory, coupled with text or a URL on the picture

or on red.

SmallestpossiblebannerOnly the Logo Switzerland, the Composed Logo Switzerland or the

Logo Swiss Pavilion or the Logo House of Switzerland on red.



110

November 2010


All give-aways and 3D applications are branded with the Logo Switzerland.

How the logo is applied depends on the shape and size of the give-aways and 3D applications. All give-aways and3D applications must be presented to the FDFA, Presence Switzerland, for approval before production.

Brand the give-aways and 3D applica-tions in the manner shown on these examples.

Applications

111

November 2010


On give-aways, the Logo Switzerland can be used as a design element instead of a “t” in a word. The exclusion zone must be observed. The letters are spaced so that the distance between the letters is optically the same as the exclusion zone for the Logo Switzerland.

The minimum size for the logo must be observed (see chapter 2).

Applications

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