Swarovski

Brand BasicsConsumer Goods Business

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The promise The brand is our promise to swarovski consumers.

it tells them what it is they can expect from our

offering, and it differentiates us from our competitors.

swarovski’s one standout asset is our capacity to add

sparkle to peoples’ everyday lives. This brand promise

is derived from our CGB core values:

Heritage – Crystalline – Enchanting – Accessible

Everything we do and say needs to support these

values in order to live up to our mission of being the

leading fashion jewelry and crystal “Modern Lux”

brand in the world.

The elemenTs our unique brand elements or brand basics, namely

our logo, fonts, colors and imagery, help to maximize

brand recognition. it is therefore essential that all

elements are used correctly and consistently across

all consumer touch points by all employees.

The resulTas one of our most powerful assets, it is up to each

and every one of us to build, strengthen and protect

the swarovski brand.

These guidelines are part of a much larger effort; we want

people to be aware of our brand, to understand it and

ultimately create brand preference among consumers.

how To use The Brand BasiCskeep this brochure on your desk, close by for when

you need to make a quick check on the placement of

a logo or the fonts to use for a specific tool.

For more information, visit the branding area of the

CGB intranet (CGB/Communication/Branding), or

contact CGB Brand Management (branding.cgb@

swarovski.com).

Our Brand

Inspiring sTYLE touching BEauTY craFTEd for light

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Brand awareness begins with the logo. It is our

signature, a symbol of our identity and communicates

our promise to consumers. Consistent application of

the logo around the globe is vital for strong consumer

recognition and standout from our competitors.

Two elements form the logo and must always be

presented together: the swan Logo Mark and the

swarovski Logotype.

Placement and proportions of the logo elements are

predefined in three applications, the Centered Lockup,

the Swan Set Free and the Swan Lockup.

The swan Lockup is only to be used in the

3D-environment (visual Merchandising/retail

architecture). For more information, please contact

CGB Brand Management.

This manual is focussing on 2D-tools, where both the

Centered Lockup and the swan set Free applications

are used.

The Logo

swan Logo Mark

swarovski Logotype

• Forquickandeasyuse,SwarovskilogofilescanbedownloadedfromtheCGBIntranet (CGB/Communication/Branding).

• WhenreferringtoSwarovskiintext,usethesamefontastheoveralltext,notthelogo.

• Anadaptationoradditiontothelogoisnotallowed.

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The Centered Lockup is a fixed unit and cannot be

separated. The only adjustment that can be made is

proportional enlargement or reduction. The Centered

Lockup is used for institutional materials (e.g.

stationery, packaging) and above the line (ATL) tools.

plaCemenTFor institutional materials, the application should be

centered on the top, middle or bottom.

in aTL, there are two main placement options of the

Centered Lockup: the bottom right corner or vertically

centered on the right side of the layout.

proTeCTive spaCealways maintain a clear space around the logo. a

minimum distance of half the logo height should be

given in all directions.

minimum size To increase brand recognition among consumers, the

logo needs to be clearly visible.

• The minimum height of the Centered Lockup is

10 mm.

• When using silver foil, the logo needs to be at least

17 mm in height.

The LogoCenTered loCkup

• Placementoptionsinco-brandingapplicationsdiffer.Formoreinformation,visitthebrandingareaoftheCGBintranet(CGB/Communication/Branding),orcontactCGBBrandManagement([email protected])

100%

50%

50%

50%

Protectivespace

ExamplelogoapplicationinATL

Centered Lockup

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The Swan Set Free application consists of the Swan

Logo Mark and the Swarovski Logotype that appear as

individual elements. The Swan Set Free application is

used for all below the line (BTL) tools.

plaCemenTThe two logo elements should always be placed in

one corner of the space available. The swan Logo

Mark should be placed no less than 3-times the cap

height away from the swarovski Logotype. Never place

the swan Logo Mark on the right-hand side of the

swarovski Logotype.

proporTionsThe swan Logo Mark should be the same height as the

swarovski Logotype, with the top of the swan's neck

aligned with the height of the "s".

only when the swarovski Logotype is used across the

width of a page, the swan Logo Mark can be 75% of

the cap height of the swarovski Logotype.

minimum size • The minimum height of the Swan Logo Mark and

swarovski Logotype is 6 mm.

• When using silver foil, the minimum height of both

logo elements is 10 mm.

The LogoSWANSETFREE

• Forthemostusedcommunicationtoolsizes (A1toA5),brandingtemplatesexist.ThesecanbedownloadedfromthebrandingareaontheCGBIntranet(CGB/Communication/Branding).

swan Logo Mark

swarovski Logotype

75%

100%

Proportionlogoelements

never

3x

x

3x

Placementlogoelements

Exception:proportionlogoelements

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Typography is a brand’s handwriting. Didot and Trade

Gothic are the two fonts used by Swarovski for external

communication tools. By combining the delicate and

feminine Didot font with the more masculine Trade

Gothic font, we create a style unique to Swarovski.

For internal purposes, such as Microsoft Office

applications, the Arial font should be used.

didoTapply to headers, titles, subtitles, quotes and extracts.

DidotLTRoman

DidotLTItalic

TYPograPHY

• Swarovski’scompanylanguageisAmericanEnglish.PleaserefertotheCGBIntranetforfurtherlanguageguidance(CGB/Communication/Branding).

• Toincreaselegibilityofwindowstickers,thefonttypesDidotBoldandDidotBoldItaliccanbeused.

• PleasecontactCGBBrandManagement([email protected])forDidotandTradeGothicfontequivalentsforArabic,Chinese,Cyrillic,Greek,Japanese,Korean,ThaiandVietnamese.

abcdefghijklmnopqrstuvwxyzaBcdEFgHijkLmnoPqrsTuvwxYz1234567890!@#$%^&*( )

abcdefghijklmnopqrstuvwxyzaBcdefghIjklmnOpqrsTuvwxyz1234567890!@#$%^&*( )

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Trade GoThiC

TradeGothicLTComLightapply to body copy and copyright.

TradeGothicLTComBoldCondensedNo.20apply to secondary headers, to emphasize paragraphs

in the body copy and the UrL.

TradeGothicLTComLightObliqueapply this font to emphasize words and paragraphs in

the body copy.

arialapply to emails, word, Excel and PowerPoint

documents.

ArialRegular

abcdefghijklmnopqrstuvwxyzaBCDEFGhijkLMNoPqrsTUvwxyz1234567890!@#$%^&*( )

abcdefghijklmnopqrstuvwxyzABCDEFGHIjkLMnopqrSTuvwxyz1234567890!@#$%^&*( )

abcdefghijklmnopqrstuvwxyzABCDEFGhIJKLMNOPqRSTuVWxyz1234567890!@#$%^&*()

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*( )

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Color is one of our most powerful assets, helping

to build even greater brand recognition. using the

‘right’ font with the ‘right’ color creates a strong and

consistent look and feel. Swarovski has both a primary

and secondary color palette to suit every application.

PRIMARyCOLORPALETTEThe swarovski primary color palette consists of

white, gray, silver and blue.

SECONDARyCOLORPALETTETo add freshness and excitement, the secondary color

palette features seasonal theme colors and is provided

each season by the Creation team in Paris. in addition,

‘special occasion’ colors are defined by Central Visual

Merchandising.

LOGOELEMENTSANDFONTSDetailed on the right are the preferred and optional

colors for the logo applications and fonts. These help

to create maximum standout and coherence across all

communication tools.

color sYsTEm

• For4-colorprocessprinting,refertotheCMyKvaluesshownhere.Fordigitalapplications,refertotheRGBvaluesspecified.TheRGBcolorsarepre-definedinallMicrosoftOfficetemplatesavailableontheCGBIntranet(CGB/Communication/Branding).

Pantone®

425C

CMyk

0/0/0/70

rGB

89/89/89

CMyk

0/0/0/0

rGB

255/255/255

Pantone®

877C

CMyk

0/0/0/40

rGB

136/136/136

Pantone®

2757C

CMyk

100/91/31/27

rGB

0/38/100

GRAywhiTe silver Blue

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Frontcover Backcover

Inside

loGo FONT–COVERCOPy FONT–INSIDECOPy

Preferred silver foil Pantone® 877C

silver foil Pantone® 877C

Pantone® 425C70% black

70% blackwhite knockout

Pantone® 425C70% blackwhite knockout

white knockoutoptional

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Swarovski visuals are unique. Each and every visual

creates and communicates enchantment to our

consumers. Designed to stir emotions, the look and

feel of our visuals – feminine, light, captivating, modern

and luxurious – reflect our brand values.

COPyRIGhTTo protect our intellectual property (iP) rights,

place the copyright sign on every visual* where

swarovski is the copyright owner.

© 2011 swarovski aG

(Respectively the year when it was first published.)

The copyright must be written in capital letters using

the Trade Gothic light font (6 pt in size). align the

copyright with the edge of the logo elements and never

place it in the center of the tool.

The 'gutter' of the magazine, reading upwards, is the

preferred placement for the copyright for advertisements.

* Except for online usage

visuaLs

• Toensureaconsistentbrandpresentationaroundtheworld,onlyusevisualsprovidedbyCentralMarketingCommunication.

• Whenusingavisual,alwayscheckthevisualusagerights(durationandimplicatedtools)andcroppingguidelines.ForfurtherinformationpleasecontactCGBGraphicDesignStudio([email protected]).

WWW.SWAROVSKI.COM/nirvana

SinglepageMAGAzINEADVERTISEMENT

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nirvanaRing

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urlTo convert consumer interest into action, please

apply the urL on every communication tool.

The website address should always be written in

capital letters using the Trade Gothic LT Com

Condensed No. 20 font.

For magazine advertisements, the size of the UrL

should be 10 pt. with other communication tools, the

UrL should be proportionally adjusted.

For any additions to the standard UrL, please use

lowercase letters.

standard UrL:

WWW.SWAROVSKI.COM

Extension of UrL:


The UrL should be placed on the cover of the

communication tool except if the communication tool

consists of more than one page (e.g. a brochure or

postcard). in these cases the UrL should be placed on

the back cover.

WWW.SWAROVSKI.COM©

201

0 sw

ar

ovs

ki a

G

POSTCARD-backcover

POSTCARD-frontcover

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Design elements such as the Swanflower® pattern,

prism and Subtle veil, form part of Swarovski’s

unique DnA. used in-store, on products and across

communication tools, these elements can support and

reflect Swarovski’s brand identity.

SWANFLOWER® paTTernThe Swanflower® pattern reinforces swarovski’s identity

and refinement. It is used to strengthen the appeal of

bestsellers and iconic statement pieces. Furthermore,

it can be used as a decorative element and surprising

detail to increase brand recognition.

The Swanflower® guidelines can be downloaded on the

CGB intranet (CGB/Communication/Branding).

prismThe prism is used in the store environment to

emphasize the crystalline characteristics of

CGB products.

The image on the right demonstrates the basic shape

of the prism.

suBTle veilThe purpose of the subtle veil is to create a premium

look and feel. it is also used to prevent the

counterfeiting of CGB packaging. The subtle veil

structure is only to be used in packaging, including

shopping bags and wrapping paper.

design ELEmEnTs

• CentralMarketingCommunicationwillneedtoapproveanyapplicationofthesedesignelements.

SWANFLOWER® paTTern

prism

suBTle veil

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DoublepagemaGazine adverTisemenT

Brand aPPLicaTions

SinglepagemaGazine adverTisemenT

A useful overview of various communication tools with

their branding application.

aBove The line ToolsPlease see the correct branding applications for the

most commonly used above the line tools. all above

the line tools must be approved by Central Markets and

Media.


nirvanaRing


nirvanaRing

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BILLBOARD-extremehorizontalformat

BILLBOARD-squareformat

Brand aPPLicaTionsaBove The line Tools

nirvanaRing

nirvanaRing



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BILLBOARD-extremeverticalformat BILLBOARD-extremeverticalformat

nirvanaRing

nirvanaRing



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Brand aPPLicaTionsBelow The line Tools

POINTOFPuRChASE(POP)POSTER

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BroChure / inviTaTion-backcover,verticalformat

BroChure / inviTaTion-frontcover,verticalformat

WWW.SWAROVSKI.COM/watches

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Brand aPPLicaTionsBelow The line Tools

BroChure / inviTaTion-frontcover,horizontalformat

BroChure / inviTaTion-backcover,horizontalformat

InvITaTIOn card

WWW.SWAROVSKI.COM

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CD/DVD-version1

Brand aPPLicaTionsvarious Tools

CD/DVD-version2

Consumer Goods Business

Consumer Goods Business

www.swarovski.Com © 2010 swarovski aG

Brand Basics

Brand Basics

www.swarovski.Com © 2010 swarovski aG

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Brand Basics - version 1.1 / CGB Brand Management

Documents

Swarovski