Switzerland - Corporate Identity Manual

Corporate Identity Manual
Switzerland
December 2008
2
Table of Contents
1 Introduction 3
2 Corporate Design Elements Brand Switzerland 18
3 Application Design Elements Brand Switzerland 51
4 Bilateral Projects 96
5 Logo Applications for Subsidised Activities 139
6 Logo Applications for Partner Organisations 147
7 Major International Events 154
December 2008
3
1 Introduction
1.1 Strengthening the Brand Switzerland 4
1.2 Area of Application and Validity 5
1.3 Identity 7
1.3.1 Brand Context 8
1.3.2 Brand Analysis 9
1.3.2.1 Present Brand Image 10
1.3.2.2 Future Brand Image 11
1.3.3 Future Brand Communication 12
1.3.3.1 Core Messages 13
1.3.3.2 Tonality 14
1.3.3.3 Corporate Design 15
1.4 Glossary 16
1.5 Contact 17
December 2008
1.1 Strengthening the Brand Switzerland 4
In today’s global society countries compete with This manual contains the visual guidelines for
each other for the world’s attention, for people, Switzerland’s worldwide presentation initiated and
for foreign investment and capital. Where people sponsored by Presence Switzerland. A consistent
spend their holidays, where companies invest, application of these guidelines is needed to the
which university scientists select for their research strengthening of the brand. The uniform appearance
activities, or where major conferences are held – is the base to increase the impact of our activities
all these decisions affect the importance and the by a higher degree of recognition.
prosperity of a country. The way a country is
perceived abroad is central for such decisions. We thank everybody who helps us creating a
Therefore a country cannot allow itself to be uniform appearance of Switzerland worldwide by
indifferent to its image abroad. applying the following guidelines.
Focused, consistent and strategic communication Your Presence Switzerland Team

is needed to grant a country a sustainable,
distinguishable 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 Presence Switzerland’s goal to establish the

nation Switzerland as a strong brand. Creating
a consistent content and a visual basis – a corporate
identity – for Switzerland’s presentations all over
the world is the key to the success of the Brand
Switzerland.
Introduction December 2008

This manual is addressed to the staff of the Federal ■ Subsidised activities by Presence Switzerland
Department of Foreign Affairs, partner organisations Activities which are financially supported in the
and sponsors who implement activities of Switzerland framework of the Presence Switzerland strategy
abroad in cooperation with Presence Switzerland are not subject to the full CI requirement. In
as well as to specialists who are carrying out design the case of such activities, the Logo Switzerland
work on a commission basis. should be used as an over-arching symbol for
the activities concerned.
The purpose of the guidelines in this manual is
to ensure a uniform appearance for the presentation
The Corporate Identity Manual Switzerland
of Switzerland abroad. The guidelines apply to
can be obtained at Presence Switzerland
all activities of Switzerland that Presence Switzerland
(prs@eda.admin.ch). Presence Switzerland also
implements abroad, including those for which it
provides the Logo Switzerland in various
provides financial or logistical support.
languages as well as templates for the most
common means of communication (brochures,
It should be noted that Presence Switzerland not
flyers, advertisements etc.).
only carries out activities abroad under its own aegis
but also supports activities of third parties.
All applications of the CI Switzerland must be
presented to Presence Switzerland for approval prior
■ Presence Switzerland Activities
to any kind of reproduction or output.
In the case of activities being completely initiated,
managed and implemented by Presence
Switzerland, the application of the entire CI is
mandatory.

Interrelation between CI Switzerland and

CD Confederation
CD Confederation:
The corporate design of the Swiss Confederation
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
CI Switzerland:
The Corporate Identity Switzerland is an instrument
of Nation Branding. It is used for the Swiss presence
abroad and defines its content and visual basis.
As Presence Switzerland is a federal office, the CI
Switzerland is subject to the guidelines of the
CD Confederation. The CI Switzerland has been
approved by the Conference of General Secretaries
on 25 January 2008. The way in which the guide-
lines of CD Confederation are implemented in the
framework of CI Switzerland will be explained in
detail in chapter 3.

1.3 Identity 7
This chapter illustrates the identity of Switzerland as

a brand.
The Identity Switzerland determines the values and

messages of Switzerland to be communicated and
aims to position Switzerland uniquely in the international
competition.
The Identity Switzerland is the basis for the core

messages, the tonality and the visual elements of
Switzerland’s communication abroad.

1.3.1 Identity 8
Brand Context
All communication for Switzerland

takes place in the brand context
of Switzerland’s self image, its image Reality
abroad and the reality.
Self image:
The perception of Switzerland within
Switzerland.
Image abroad:
The perception of Switzerland abroad.
Reality:
The actual strengths and weaknesses of
Switzerland.
The goal of the communication abroad

is to make all actual strengths of
Switzerland part of the image abroad, i.e. Self image Image abroad
create a realistic, positive image of the
country as seen outside of Switzerland.
In order to reach this goal, the exact

content of the above-mentioned
contextual parameters has to be
defined.

1.3.2 Identity 9
Brand Analysis
The definition of the contextual

parameters is based on various external
studies, international comparisons and Reality
analyses by third parties.
Innovative industries
International hub
As the goal of the communication is to Competitiveness
create a positive, realistic image of the
brand abroad, the brand analysis
concentrates on Switzerland’s strengths
Ecological technologies Quality
only – being fully aware of the Political participation Stability
weaknesses, too, of course. Self-determination Quality of life
Health care Ecological awareness
Vocational Financial centre
The analysis shows a very high Education Scenery
congruency in many aspects (the middle Federalism Wealth
Freedom Products
intersection), yet at the same time Precision
highlights obvious differences in the Security
Neutrality
perception inside and outside of Education
Switzerland as well as between reality Swiss Cross
Red and white
and image. Self image Image abroad
The middle intersection defines the Diversity Friendly population
brand image of today, the differences in
perception influence the definition of the
aspired, future brand image.

1.3.2.1 Identity 10
Brand Analysis
Present Brand Image
The brand image can be divided into
three sections: accomplishments, values
& character and appearance.
s Va
The accomplishments define what
e nt lu
es
m
the brand contributes to its environment.
Security
sh
&
The values & character describe the
Stability Reliable
p li
Ch
manner in which the brand acts and
behaves. The appearance defines Quality Precise
Acco m
ara c
the typical elements by which the image Quality of life Exclusive
of the brand is manifested.
Financial centre Rich
ter
The present brand image draws a Environmental Beautiful
protection
rather traditional picture of Switzerland. Neutral
Education
A picture that corresponds only
inadequately with the actual reality and
the innovative aspect of the country.
Mountains
The goal is to complete and refresh
Swiss Cross
the present image with those elements
Red and white
that are attractive and relevant
for the audience abroad, distinguish Banks, bank secrecy
Switzerland from other countries Pocket knife, watch,
chocolate, cheese
and leave room for creative brand
development.
A p p earance

1.3.2.2 Identity 11
Brand Analysis
Future Brand Image
Based on the above-mentioned criteria,
the brand image of the future has been
defined after extensive screening and
s Va
nt
evaluation of the present brand image.
l u
e
es
m
The aspired future brand image condenses
sh
&C
the brand elements to a more compact,
p li
active brand with more communicative
h ar
impact. It focuses on two core messages Trustworthy
Acco m
that contain the relevant accomplishments Self-determination Premium quality
acter
described above, yet with an innovative,
Secure future Authentic
active aspect added to them.
The accomplishments self-determination

and secure future position the brand
very uniquely and favourably in a highly
individualised and highly insecure world.
The messages define the relevant content
of the communication abroad. Alpine habitat
Swiss Cross
The focus on these two accomplishments Red and white
draws the picture of a confident brand
People
with a strong position in the international
context. This attitude is also reflected
in the sections values & character and A p p earance
appearance. It determines the tonality
and the visual style of the country
communication abroad.
1.3.3 Identity 12
Future Brand Communication
The elements of the future brand image

define the guidelines for the country
ag es Valu
communication abroad. These guidelines e s s es
concern three aspects, all of them M &
described in this manual: re
C
Co
ha
Trustworthy
s¬#ORE¬MESSAGES Secure future
ra c
s¬4ONALITY
nts
te r
s¬#ORPORATE¬DESIGN
p li s h m e
Premium quality
➜ To n ality
All three aspects are of the same
importance in the implementation of
communicative measures abroad.
Self-determination
They must be followed strictly by all
om
parties involved. Authentic
Acc
Alpine habitat People
Swiss Cross
Red and white
pp
n
A
i g
ea
ra n D es
ce ➜ o r a te
C orp

1.3.3.1 Identity 13

Core Messages
The two core messages are self-
determination and security for the future
ag es Valu
e s s es
Self-determination stands for M &
Switzerland’s pursuit of independence, re
C
Co
the political system with the direct
ha
Trustworthy
democracy, the federalism, the tax system, Secure future
ra c
the protection of intellectual property,
nts
te r
the banking secrecy and much more.
p li s h m e
Premium quality
➜ To n ality
Secure future contains the high quality of
life, the high life expectancy, the security, the
political stability, the attractive location for
Self-determination
international companies, the financial centre,
om
the innovative environment protection, the Authentic
life science, the excellent health care system
Acc
etc.
The two core messages must be

conveyed in all projects, study trips or
information material sponsored by Swiss Cross
Red and white
Presence Switzerland. They are not
pp
n
A
slogans, though, and should never be i g

used as abstract terms, but only in
ea
ra n D es
combination with concrete case stories ce ➜ o r a te
from Switzerland. Corresponding C orp
success stories can be found at
www.image-schweiz.ch
1.3.3.2 Identity 14

Tonality
Communication gives the brand
Switzerland a voice, in countries all over
ag es Valu
the world, in any given activity e s s es
sponsored by Presence Switzerland. M &
The tonality for the communication re
C
Co
must therefore always express the values
ha
Trustworthy
and the character of the brand. Secure future
ra c
nts
te r
This means the communication must
be trustworthy, reliable and credible.
p li s h m e
Premium quality
➜ To n ality
It must be of premium quality, in text, art
work and execution. It must always
be authentic, communicating the actual,
Self-determination
existing strengths of Switzerland. All
om
examples and pictures must tell stories Authentic
about real people.
Acc
Swiss Cross
Red and white
pp
n
A
i g
ea
ra n D es
ce ➜ o r a te
C orp

1.3.3.3 Identity 15

Corporate Design
The elements of the appearance, i.e.
the Alpine habitat, the Swiss Cross, the
ag es Valu
country colours red and white and the
e s s es
people, are integral part of the Corporate M &
Design. re
C
Co
ha
Trustworthy
They are implemented in the Logo Secure future
ra c
Switzerland, in the layout guidelines of
nts
te r
all communication material and in the
visual world defined in chapter 2 and 3.
p li s h m e
Premium quality
➜ To n ality
In order to convey a more active,
confident and self-determined image
Self-determination
of Switzerland, the Swiss population
om
and the Swiss Alps should be more Authentic
dominantly present in all communication
Acc
measures.
Swiss Cross
pp
n
A
Red and white

i g
ea
ra n D es
ce ➜ o r a te
C orp

1.4 Glossary 16
Corporate Identity Pagina

The Corporate Identity (CI) is the identity and Technical term for the number of a page.
personality of a company or organisation.
It defines the overall behaviour, communication Point
and visual appearance of a corporation. Unit of measure in the typographic measuring
system. 1 point = 0.376 mm
Corporate Design
The Corporate Design (CD) is a part of the Corporate Threshold Value
Identity (CI). It contains the entire visual appearance The threshold value defines the borderline for
of a company or organisation. The design of various tonal values (grey tones) to be counted to either
means of communication, e.g. logo, stationery, white or black.
advertising material, packaging etc. is part of the CD.
Exclusion Zone
CD Manual Defines the free space around the logo. The
The Corporate Design manual brings together all exclusion zone makes sure that no other
distinctive characteristics of the Corporate Designs graphic elements are positioned too close to
plus its definitions and measurements. It contains the logo and thus compromise its impact.
mandatory as well as optional guidelines.
Scaling
Appearance Up and down sizing of signs and pictures.
The visible, visual appearance of a company
or organisation, also called Corporate Design. URL
Uniform Resource Locator. The URL specifies the
Logo exact address (domain name, directory) for internet
Logo is a synonym for signet, company sign, data used mainly within the World Wide Web.
company logo.

1.5 Contact 17
Federal Department of Foreign Affairs FDFA

General Secretariat GS-FDFA
Presence Switzerland
Bundesgasse 32
3003 Bern
Phone +41 31 322 01 83
Fax +41 31 324 10 60
prs@eda.admin.ch

18
2 Corporate Design Elements Brand Switzerland
2.1 Logo Switzerland 19 2.4 Corporate Colours 37

2.1.1 Logo Size 27
2.1.2 Logo Font 28 2.5 Visual World / Photography 39
2.1.3 Logo Colours 29
2.6 Logo Confederation 42
2.2 Logo Usage 30
2.2.1 Logo Placement 31 2.7 Logos Partners / Sponsors 44
2.2.2 Logo Background 32
2.2.3 Don’ts 33 2.8 URL 46
2.3 Typography 34
December 2008
2.1 Logo Switzerland 19
It is the Logo Switzerland’s function to:
make Switzerland visible around the world

act as an interconnecting element for activities of
Swiss organisations abroad
create a strong brand recognition and recollection
strengthen the Swiss participants involved
stand for the quality and importance of the activity
The Logo Switzerland acts as a unifying image for the

Swiss activities around the world.
Corporate Design Elements Brand Switzerland December 2008

Logo Elements
Two elements compose the Logo

Switzerland: the white cross on a red
background (the Swiss national
emblem) and the text “Switzerland.”
in the language of the country
where the logo is used. These two
elements can not be separated.
Note:
The word “Switzerland” in the specific

language is always followed by a
full stop, except for applications in
languages normally not using
punctuation marks (Chinese, Japanese,
Thai etc.). The word Switzerland
is written in Helvetica font (see 2.1.2
Logo Font).

Logo Design
The Logo Switzerland is used in two

design variations, either on white or on
red. Do not alter or change the design.
Only use original data.

5 7 6 7 5
Proportions
The two elements of Logo Switzerland

5
are arranged in a fixed proportion and
design. Do not separate the elements.
The grid shown provides the proper
proportion and layout of the logo. 7
Scaling the logo up or down is allowed

(minimum size 10 mm in print and
60 pixel in online media).
6 30
2.5
The Swiss emblem consists of 30 × 30 units.

x x x x x x
Measurements
The standard measuring constant

x
derived from the logo is “x”. “x”
is used for the measurements of all
applications in this manual.
x
x = 5 units
x
x
7.5 x
0.5 x
1x
6x
Corporate Design Elements Brand Switzerland December

October 2008
Design Variation Red
Use a white border around the Swiss

emblem when displaying it on a red x x x x x x
background.
x
x
7.5 x
0.5 x
1x
6x
The white border measures 15 % of x

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 or text.
The minimum distance to be maintained

around the Logo Switzerland measures
2 x around the logo whatever the size of
the logo may be.
1x
1 x = height of the word mark
2 x = minimum distance
1x
Rule of thumb:
Minimum distance = 2 × height of word

mark

Languages
The Logo Switzerland should be

wordmarked in the official language
of the country where it is used. This
guarantees that the origin is clear and
understandable.
Note:
The word “Switzerland” in the specific

language is always followed by a
full stop, except for applications in
languages that do not normally
use punctuation marks (Chinese,
Japanese, Thai etc.). The word
Switzerland is written in Helvetica
Font.
Logo Switzerland
Word mark in the language of the country where the logo is used

2.1.1 Logo Switzerland 27
Logo Size
For print, the minimum height of the

Logo Switzerland is 10 mm. See
recommended logo heights as shown.
17.5 mm
14 mm
Note:
The Logo Switzerland should always be Logo size: 14 mm / height Logo size: 17.5 mm / height
biggest logo use. Make sure that the Format: A6 (105 × 148 mm) Format: A6/5 (105 × 210 mm)
Format: A5 (148 × 210 mm)
Logo Switzerland is never smaller than Reproduction in original size
Reproduction in original size
other logos used.
21 mm
10 mm 60 px
Logo size: 21 mm / height Minimum size: 10 mm Minimum size digital media:

Format: A4 (210 × 297 mm) Format Business Card et al. 60 pixel
Reproduction in original size Reproduction in original size

Logo Font
The font chosen for the wordmark of

the basic version of the Logo Switzerland
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,
distortion).
Logo image files are available in:

German, French, English, Italian, Spanish,
Hungarian, Dutch, Portuguese, Chinese,
Japanese, Russian, Arabic and Turkish,
Note: a full stop follows any country
name in Latin script.
There are a number of language versions

with non-Latin typefaces available. If a
required language version is unavailable,
a request should be made to Presence
Switzerland. Do not recreate individual
logos.

Logo Colours
The Logo Switzerland may be displayed

in red with black text on a white back-
ground or with a white border and white
text on a red background. The colour
definitions on this page are binding.
The black and white version displayed

here may be used as an exception in
black and white communication, e.g. for
facsimile or internal communication.
Red White Black

CMYK 0/100/95/5 CMYK 0/0/0/0 CMYK 0/0/0/100
Pantone 1797 C / 1797 U Pantone White C/U Pantone Black C/U
RGB 225/26/39 RGB 255/255/255 RGB 0/0/0
HEX # E11A27 HEX # FFFFFF HEX # 000000

2.2 Logo Usage 30
The Logo Switzerland is used outside of Switzerland

for publications, events, exhibitions, congresses and
other activities that are in close relation to Switzerland
and help building the country’s image.
The guidelines documented in this manual are binding

for all applications of the logo. Strict compliance with
these guidelines is the basis for a strong and consistent
appearance of Switzerland abroad.

2.2.1 Logo Usage 31
Logo Placement
The Logo Switzerland must always

be displayed prominently on all design
collateral. The normal position of the
logo is on the bottom right (or on the top
right for digital media). As a second
choice, the logo may be positioned in
the middle of a page if no other Headline
design elements appear. Examples Subheadline
In eos porro aperiri, ut mel habeo menandri constituam. te

molestiae elaboraret sea, offendit salutandi patrioqu no eum.
Headline
of logo positioning can be found in Te sit alii tempor molestiae.
Subheadline
chapter 3. 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.
Sponsors Sponsor
www.swissworld.org
A minimum distance between the www.swissworld.org
logo and any other element as

Brochure Advertisement
indicated in 2.1 Exclusion Zone must
be observed in all applications.
Headline
Subheadline
Website
Sponsor
www.swissworld.org
Billboard

2.2.2 Logo Usage 32
Logo Background
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
black and white version shown here
is only to be used in black and white
communications as an exception.

2.2.3 Logo Usage 33
Don’ts
Do not display the Logo Switzerland

with alternative colours, additional
borders, distorted text or on coloured
backgrounds (except red backgrounds)
or other fonts.
Logos must be taken from the original

image file provided. Only the size
of the logo may be changed while
maintaining the proper proportions.
Switzerland

2.3 Typography 34
Only Helvetica fonts should be used. If for technical

reasons Helvetica fonts are not available, use
Arial. For non-Latin scripts, find a similar font to
Helvetica/Arial.
For bodytext of all advertising material always use

Helvetica/Arial or a Helvetica-like font.
For internet applications the recommended font is

Verdana.

2.3 Typography 35
Helvetica Family
Helvetica 55 Normal
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Helvetica 75 Bold
1234567890
Helvetica 95 Black
1234567890

2.3 Typography 36
Arial Family
Arial
1234567890
Arial Bold
1234567890
Arial Black
1234567890

2.4 Corporate Colours 37
Colour plays a central role in communicating 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.

2.4 Corporate Colours 38
Red White
CMYK 0/100/95/5 CMYK 0/0/0/0
Pantone 1797 C / 1797 U Pantone White C/U
RGB 225/26/39 RGB 255/255/255
HEX # E11A27 HEX # FFFFFF
Black Gray 60 Gray 30

CMYK 0/0/0/100 CMYK 0/0/0/60 CMYK 0/0/0/30
Pantone Black C/U Pantone Cool Gray 8 C/U Pantone Cool Gray 5 C/U
RGB 0/0/0 RGB 153/153/153 RGB 204/204/204
HEX # 000000 HEX # 999999 HEX # CCCCCC

2.5 Visual World / Photography 39
Images are an integral part of the Corporate Identity.

Like all other graphic aspects, images reflect
Switzerland’s brand values. Therefore, the right choice
of images is crucial for the communication abroad.
Central elements of the Swiss world of images are the

Alpine habitat and Switzerlands’s people.
The Alpine environment 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.

Style
Images within the CI Switzerland are

characterised by their natural style.
Landscapes and situations taken from
everyday Swiss life convey an image
of authenticity and believeability, as well
as an image of a country where high
quality matters. For this reason, photos
must not be artificially changed or
manipulated. Poor quality pictures must
not be used.
Colours
Wherever possible, images should

contain Switzerland’s national colours,
red and white. They should be part of
a natural context, for example in back-
grounds, clothing or accessories.
They should never give the impression
of having been added to the picture
artificially.

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.

The CI 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 on www.bk.admin.ch
Minimum size 32 mm
and the guidelines of every department.
Original Size, vertical
Original Size, horizontal
Application Design Elements Brand Switzerland December 2008

2.7 Logos Partners / Sponsors 44
Part of the publications used within the CI Switzerland

are published in cooperation with sponsors or partners.
It is important to display the Logo Switzerland
and the logos of all partners /sponsors involved in
a consistent manner.

2.7 Logos Partners / Sponsors 45
The Logo Switzerland is always the

main logo. All other logos of partners,
sponsors etc. must not compete
with the Logo Switzerland.
For two-sided material the Logo

Switzerland is placed on the front, the Headline
Logo Confederation and partner / Subheadline

Headline
sponsor logos are always placed on Te sit alii tempor molestiae.
Subheadline
the back. On one-sided material the Cu puto omnium antiopam vix, mel erant maiestatis te. Vidit ludus necessitatibus ea vis, eu enim agavimia cum ei malorum
Logo Switzerland is placed on the Sponsors Sponsor
www.swissworld.org
bottom right, the Logo Confederation www.swissworld.org
on the bottom left.

Headline
Subheadline
Sponsor
www.swissworld.org
Billboard

2.8 URL 46
All stationery and communication material contains an

URL. The placement of URLs follows a consistent line.

2.8 URL 47
Publications within the CI Switzerland
On all printed communication material

published within the framework of the CI
Switzerland the URL is always placed
on the bottom left, aligned to the word- www.example.org
mark of the Logo Switzerland. The
Application for material with two or more sides
height of the text is identical to the
height of the wordmark.
Minimum size 32 mm
On printed material with two or more
sides the URL stands alone, on the front.
On one-sided material the URL is placed

underneath the Logo Confederation.
www.example.org
Application on one-side material
Minimum size 32 mm
www.example.org
Application on one-side material

2.8 URL 48
The use of the URL is consistent in all

applications from advertisements
and billboards to brochures and leaflets.
Headline
Subheadline

Te sit alii tempor molestiae.
Headline
Subheadline
Cu puto omnium antiopam vix, mel erant maiestatis te. Vidit ludus necessitatibus ea vis, eu enim agavimia cum ei malorum
Sponsors Sponsor
www.swissworld.org
www.swissworld.org
Headline
Subheadline
Sponsor
www.swissworld.org
Billboard

2.8 URL 49
Subsidised publications by 3X
www.swissworld.org is the official

www.swissworld.org
information portal of Switzerland, 3X
providing information on Switzerland

3X 3X
in several languages. To promote Application: Logo size 17.5 mm/height, as shown under 2.3
www.swissworld.org on all information

material not published within the
framework of the CI Switzerland the
www.swissworld.org Minimum size
10 mm
composed-logo Swissworld (Logo

Switzerland in combination with the
URL www.swissworld.org) is used. www.swissworld.org Minimum size
10 mm
If the font size of the URL is smaller

than 10 mm the Logo Switzerland is
not used.
www.swissworld.org
Application: Logo size 17.5 mm/height, as shown under 2.3

2.8 URL 50
Applications in digital media

2X
In all multimedia applications within

the framework of the CI Switzerland the www.swissworld.org X
0.7 X
URL www.swissworld.org is used
in combination with the claim “Your Your Gateway to Switzerland
Gateway to Switzerland”. 2X
In general, this combination is placed

on the top left. 2X 2X
Multimedia version in 60% grey
www.swissworld.org
Your Gateway to Switzerland
Minimum size 145 px

51
3 Application Design Elements Brand Switzerland
3.1 Stationery 52 3.3 Advertising 76

3.1.1 Letterhead 53 3.3.1 Newspaper Ad 77
3.1.2 Facsimile 55 3.3.2 Poster 79
3.1.3 Business Card 56 3.3.3 Billboard 81
3.1.4 Compliment Card 57
3.1.5 Name Tag 58 3.4 Multimedia 83
3.4.1 Website 84
3.2 Publications 59 3.4.2 Banner 85
3.2.1 Press Release 60 3.4.3 Newsletter 86
3.2.2 Press Kit Folder 62 3.4.4 CD-Cover/Booklet 87
3.2.3 Backdrop 63 3.4.5 DVD-Cover / Booklet 90
3.2.4 Power Point 65 3.4.6 CD / DVD 93
3.2.5 Brochure 68
3.2.6 Leaflet 71 3.5 Give-Aways 94
3.2.7 Invitation 73
3.2.8 Postcards 75
December 2008
3.1 Stationery 52
The CI Switzerland does not provide any own stationery

as usually stationery within Swiss activities abroad
are used by an official unit of the Swiss Confederation.
Therefore, all stationery shown in this manual are
applied from the guidelines of the Swiss Confederation.
The Logo Switzerland appears on all stationery as a

campaign logo.

3.1.1 Stationery 53
Letterhead
Preferred size for letterhead body text 12.0 12.0

Vertraulich/Aktenzeichen: Das Briefpapier der Bundesverwaltung VERTRAULICH, Beilage(n) VERTRAULICH
is 10 pt (Arial). Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der jeweiligen Schreib-
21.0
technik, dem Schreibwerkzeug, dem Beschreibstoff, den Fertigungstechniken, auch dem herrschen-
den Stilgefühl angepasst – weniger in ihrer Grundstruktur, als in den Details. Die Veränderungen
haben sich meistens unmerklich über längere Zeiträume hin vollzogen. Jede Rezeption von Schrift
also auch von Typografie – erfolgt auf zweierlei Art: erstens als eigentliches Lesen, zweitens als
The letterhead template provided is CH-3003 Bern, FDFA
48.0 bildhaftes Sehen, das Assoziationen mit früher Gesehenem auslöst und Gefühle wachruft.
1 Blindzeile
54.0
Einschreiben VERTRAULICH Daher, und weil Druckschriften verschiedenen Ansprüchen genügen, verschiedene Funktionen
standard A4 size (210 mm × 297 mm). Persönlich
Anrede
Beilage(n) VERTRAULICH zu erfüllen haben, kann eine bestimmte Schriftart nicht generell als gut oder schlecht, als brauchbar
oder unbrauchbar taxiert werden. Schriften für Mengensatz unterliegen anderen Kriterien als
Vorname Name Schriften für Headlines auf Plakaten und in Anzeigen, für Buchumschläge oder für dekorative Zwecke.
US partners may adapt the design to Zusatzbezeichnung
Adresse
1 Blindzeile
Mit freundlichen Grüssen
2 Blindzeilen
American letterhead size, if needed. PLZ, Ort
Land
Eidgenössisches Departement für auswärtige Angelegenheiten
3 Blindzeilen
106.0
Referenz/Aktenzeichen 3004-500
Dr. Max Muster: Peter Schneider
The Logo Switzerland is placed on the Ihr Zeichen: MMU
Unser Zeichen: MMU
Sachbearbeiter/-in: MAZ
Ableilngsleiter
3 Blindzeilen
Stv. Ableilungschef
Ittigen, 10. Januar 2009
bottom right of the page on letterheads

134.0 Beilagen
Das neue Briefpapier der Mitarbeiterinnen und Mitarbeiter der Bundesverwaltung
for use within Switzerland and on the 1 Blindzeile
Sehr geehrter Adressat
– Erläuterungen zur OBV-Revision
– Fragebogen FDFA
1 Blindzeile
bottom left on letterheads used abroad. Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der jeweiligen Schreib-
bildhaftes Sehen, das Assoziationen mit früher Gesehenem auslöst und Gefühle wachruft.
Neither the Logo Confederation nor 1 Blindzeile
Daher, und weil Druckschriften verschiedenen Ansprüchen genügen, verschiedene Funktionen
zu erfüllen haben, kann eine bestimmte Schriftart nicht generell als gut oder schlecht, als brauchbar
the Logo Switzerland is displayed on oder unbrauchbar taxiert werden. Schriften für Mengensatz unterliegen anderen Kriterien als
Schriften für Headlines auf Plakaten und in Anzeigen, für Buchumschläge oder für dekorative Zwecke.
1 Blindzeile
the continuation page. Mit freundlichen Grüssen
2 Blindzeilen

3 Blindzeilen
The envelopes used are the official

envelopes of the Swiss Confederation. Ableilngsleiter Stv. Ableilungschef
Präsenz Schweiz
Titel Vorname Name
Strasse, PLZ Ort
21.0
Letterheads can be published either Tel. +41, Fax +41
E-Mail
www.eda.admin.ch 281.0 2/2 281.0
in colour (red/white/black) or in black FDFA, Dep. x, Xxxxxxx 291.0 FDFA, Dep. x, Xxxxxxx 291.0
and white. 0 mm 30.0 105.0 190.0 0 mm 30.0 190.0 197.0
Letterhead, size A4, scaled down presentation, all measurements in mm Continuation page

3.1.1 Stationery 54
Letterhead
12.0 12.0
21.0
Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der jeweiligen Schreib-
CH-3003 Bern, FDFA 1 Blindzeile
54.0
Persönlich Beilage(n) VERTRAULICH zu erfüllen haben, kann eine bestimmte Schriftart nicht generell als gut oder schlecht, als brauchbar
Anrede oder unbrauchbar taxiert werden. Schriften für Mengensatz unterliegen anderen Kriterien als
Zusatzbezeichnung 1 Blindzeile
Adresse Mit freundlichen Grüssen
PLZ, Ort 2 Blindzeilen
Land
3 Blindzeilen
106.0
Ihr Zeichen: MMU Dr. Max Muster: Peter Schneider
Unser Zeichen: MMU Ableilngsleiter Stv. Ableilungschef
3 Blindzeilen
134.0 Beilagen
Das neue Briefpapier der Mitarbeiterinnen und Mitarbeiter der Bundesverwaltung – Erläuterungen zur OBV-Revision
1 Blindzeile – Fragebogen FDFA
1 Blindzeile
1 Blindzeile
1 Blindzeile
2 Blindzeilen

3 Blindzeilen

Ableilngsleiter Stv. Ableilungschef
Präsenz Schweiz
Titel Vorname Name
Strasse, PLZ Ort 21.0
Tel. +41, Fax +41
E-Mail
www.eda.admin.ch 281.0 2/2 281.0
FDFA, Dep. x, Xxxxxxx 291.0 FDFA, Dep. x, Xxxxxxx 291.0
0 mm 30.0 105.0 190.0 0 mm 30.0 190.0 197.0

3.1.2 Stationery 55
Facsimile
The guidelines of CD Confederation 12.0 12.0

GEHEIM, Beilagen: V
apply to the facsimile. Vertraulich Referenz/Aktenzeichen: Das Briefpapier der Bundesverwaltung
21.0
The Logo Switzerland is placed on the 48.0 bildhaftes Sehen, das Assoziationen mit früher Gesehenem auslöst und Gefühle wachruft.
Fax
1 Blindzeile
1 Blindzeile
bottom right of the page. There are Begleitblatt zu erfüllen haben, kann eine bestimmte Schriftart nicht generell als gut oder schlecht, als brauchbar
Datum: 01.01.2006 Schriften für Headlines auf Plakaten und in Anzeigen, für Buchumschläge oder für dekorative Zwecke.
no logos displayed on the continuation An:
Fax-Nr.:
Empfänger/Empfängerin
031 322 53 41
1 Blindzeile
2 Blindzeilen
page.
Gesendet von: Facjstelle CD Bund
i.A. von: Bundeskanzlei
Anzahl Seiten begleitblatt: 10 Eidgenössisches Departement für auswärtige Angelegenheiten
3 Blindzeilen
106.0
1 Blindzeile
3 Blindzeilen
1 Blindzeile
Beilagen
– Fragebogen FDFA
1 Blindzeile
1 Blindzeile
2 Blindzeilen

3 Blindzeilen

Präsenz Schweiz
Titel Vo rname Name
Strasse, PLZ O rt
Tel. +41, Fax +41 21.0
E-Mail
www.eda.admin.ch 281.0 2/11 281.0
0 mm 30.0 105.0 190.0 0 mm 30.0 190.0 197.0
Facsimile, size A4, scaled down presentation, all measurements in mm Continuation page

3.1.3 Stationery 56
Business Card
Business cards are printed double- 5.0 5.0
sided.
The front is used for representation, Max Muster
Bundesgasse 32, CH-3003 Bern
containing the name and function Tel. +41 31 325 07 46
Mobile +41 79 225 73 45
of the holder plus the organisational unit Max Muster
Fax +41 31 324 10 60
PR Manager 10.0
max.muster@eda.admin.ch
underneath the Logo Federation. Presence Switzerland 46.0 www.eda.admin.ch 46.0
54.0 54.0
The back is reserved for detailed 0 mm 18.0 81.0 85.0 0 mm 7.4 81.0 85.0
information. It can be adapted to

Front, size 85 × 54 mm, scaled down presentation, all measurements in mm Back
the specific needs of the organisational
unit within the framework of the CD
Confederation. The Logo Switzerland
is placed on the bottom 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.

3.1.4 Stationery 57
Compliment Card
Compliment cards follow the guidelines

of the CD Confederation. 10.0
The Logo Switzerland is placed on the

bottom right.
46.0
Presented by the Federal Department of Foreign Affairs FDFA
14.0
95.0
0 mm 16.7 138
Size A6, scaled down presentation, all measurements in mm

3.1.5 Stationery 58
Name Tag
On name tags the Logo Confederation 3X
is placed on the bottom left and the

Logo Switzerland on the bottom right.
Max Muster
3X
14.0
48.0 (87.2 %)
3X
3X 6X 3X

3.2 Publications 59
Publications such as press releases, brochures

or information leaflets should display the identity of
Switzerland.
Apart from the consistent usage of the logos a

specific visual identity should be established
and followed to communicate the Brand Identity
Switzerland.
Publications within the CI Switzerland are published

either with or without sponsors.

3.2.1 Publications 60
Press Release

MedienmitteilungsTitel der Medienmitteilung
is 12 pt (Arial), for heading it is 21 pt bold Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit
21.0
Sponsorenlogos 30.0 der jeweiligen Schreibtechnik, dem Schreibwerkzeug, dem Beschreibstoff,

(Arial). den Fertigungstechniken, auch dem herrschenden Stilgefühl angepasst – weniger in
ihrer Grundstruktur, als in den Details. Die Veränderungen haben sich meistens
unmerklich über längere Zeiträume hin vollzogen. Jede Rezeption von Schrift –
also auch von Typografie – erfolgt auf zweierlei Art: erstens als eigentliches Lesen,
54.0
zweitens als bildhaftes Sehen, das Assoziationen.
The Logo Switzerland is placed on the Medienmitteilung 1 Blindzeile
68.0 Daher, und weil Druckschriften verschiedenen Ansprüchen genügen, verschiedene
bottom right of the page. If there are Datum
Sperrfrist
14.02.2008
16.02.2005
Funktionen zu erfüllen haben, kann eine bestimmte Schriftart nicht generell als
gut oder schlecht, als brauchbar oder unbrauchbar taxiert werden. Schriften für
Mengensatz unterliegen anderen Kriterien als Schriften für Headlines auf Plakaten
sponsors they are displayed on the top 90.0
und in Anzeigen, für Buchumschläge oder für dekorative Zwecke. Schwer lesbare
Schriften, sparsam und gekonnt eingesetzt, können die Aufmerksamkeit des Lesers
right. 106.0
gefangen nehmen, ihn schockieren, provozieren und damit zu genauerem Hinsehen
und zur Aufnahme der übrigen Bild- oder Textinformationen verleiten.
1 Blindzeile
Titel der Medienmitteilung Kontakt/Rückfragen:
1 Blindzeile (24 pt.) Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der
Sie haben sich im Lauf der Zeit der jeweiligen Schreibtechnik, dem Schreib- jeweiligen Schreibtechnik.
There are no logos displayed on the werkzeug, dem Beschreibstoff, den Fertigungstechniken, auch dem herrschen-
den Stilgefühl angepasst – weniger in ihrer Grundstruktur, als in den Details.
continuation pages. Die Veränderungen haben sich meistens unmerklich über längere Zeiträume
hin vollzogen. Jede Rezeption von Schrift – also auch von Typografie –
erfolgt auf zweierlei Art: erstens als eigentliches Lesen, zweitens als bildhaftes
Sehen, das Assoziationen mit früher Gesehenem auslöst.
1 Blindzeile
Press releases can be published either in Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit
der jeweiligen Schreibtechnik, dem Schreibwerkzeug, dem Beschreibstoff,
den Fertigungstechniken, auch dem herrschenden Stilgefühl angepasst – weniger in
colour (red/white/black) or in black and ihrer Grundstruktur, als in den Details. Die Veränderungen haben sich meistens
white. also auch von Typografie – erfolgt auf zweierlei Art: erstens als eigentliches Lesen,
1 Blindzeile
Daher, und weil Druckschriften verschiedenen Ansprüchen genügen, verschiedene
Schriften, sparsam und gekonnt eingesetzt, können die Aufmerksamkeit.
1 Blindzeile
Kontakt/Rückfragen:
Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit
der jeweiligen Schreibtechnik.
Federal Department of Foreign Affairs FDFA 21.0

Presence Switzerland 281.0 2/2 281.0
0 mm 30.0 105.0 190.0 0 mm 30.0 190.0 197.0

Press Release
12.0 12.0
21.0
Sponsorenlogos der jeweiligen Schreibtechnik, dem Schreibwerkzeug, dem Beschreibstoff,
54.0
Medienmitteilung 1 Blindzeile
Datum 14.02.2008 Funktionen zu erfüllen haben, kann eine bestimmte Schriftart nicht generell als
Sperrfrist 16.02.2005 gut oder schlecht, als brauchbar oder unbrauchbar taxiert werden. Schriften für
90.0
106.0
1 Blindzeile
werkzeug, dem Beschreibstoff, den Fertigungstechniken, auch dem herrschen-
Die Veränderungen haben sich meistens unmerklich über längere Zeiträume
1 Blindzeile
1 Blindzeile
1 Blindzeile
Federal Department of Foreign Affairs FDFA 21.0

0 mm 30.0 105.0 190.0 0 mm 30.0 190.0 197.0

Press Kit Folder
There are two possible versions of the 3X
press kit folder. The version with the

white back is used only when there are
3X
partner and sponsor logos to be

displayed.
On both versions the Logo Switzerland

is placed on the front in the centre.
The Logo Confederation is displayed on

the back bottom left.
Partner and sponsor logos are placed

on the back bottom left. Note that a
vertical bar separates the sponsor logos 32 mm
from the Logo Confederation which is

always placed on the very left. www.swissworld.org
3X
3X
3X
32 mm
Sponsors
www.swissworld.org
3X
3X
3X
3X 3X 3X 3X
3X
Without Partner / Sponsor Logos
3X 3X 3X
Application Design Elements Brand Switzerland With Partner / Sponsor Logos December 2008
Backdrop
Backdrops are usually used without

partner / sponsor logos. There are two
possible layouts for the backdrop.
Layout 1:
Logo Switzerland in the center on a red

background.

Backdrop
Layout 2: 3X
Logo Switzerland on the top and a

picture with or without text underneath.
www.swissworld.org
3X
Headline Example
Subheadline
3X
3X 3X 6X 3X

Power Point
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.
Headline of the Headline of the

Speaker’s manuscript: Presentation Presentation
Use 16 pt or more for the text. Leave
enough space on the right side for
handwritten notes.
Cover Cover
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 mod
olore modolu.
Xerat ipsusci te tat. Ut nisis augue facilla
Headline
mcommolor suscing eummy nit, corer se
nibh esectetummod exerostrud eu facidunt
utpat laorem in veraese molor amconsequis
nos dolor ad ming euismodio commodolu
mmy
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 tions
enit iureet ilit
Präsenz Schweiz
Titel Vo rname Name
Strasse, PLZ O rt
Tel. +41, Fax +41
E-Mail
www.eda.admin.ch
Subheading

Power Point
Use pagination only if it makes sense.

The same goes for year and date. Headline Headline
Endion esto dignibh et vele Subheadline Dolut autat at Subheadline

nim volor sum et num iustrud
magna facinci nciliquam quisis
acipsum qui blam i Eriuscip suscidunt praesequat lorem eugait Illut dit pratem ipsusti nci nit am amconum
wisissi et nibh exerci blan ero od tatum et incinit Incil ing estrud dit pratum eugait
wissequat utpa tem velesequam niam inim.
Praesecte tatue dolortio cor at wis ad tie Incil ing estrud dit pratum eugait utpa
doloboreet wis augiamet la con vel ut vend tem velesequam niam inim do coreros.
re vullandit nibh ero odolor autatis nisim
Lor atuerilisi tat, quat, quat dio duipit,
iliquam, quatuercin ullaore te dunt lorem
quam do odio et ip elenim velent.
eugait adit facipis sectetu eraestis et lore.
Incil ing estrud dit pratum
Niam inim do coreros
Date Sheet/Page Adresser Date Sheet/Page Adresser
Headline Headline
Pat vullandre tatem ipisis diat Incil ing estrud dit pratum eugait utpa Idunt wis nonsequisi eliquamet ea Title
Raestincin eu faci commy nostie core feu fac cum
tem velesequam niam inim do coreros enis dolummolor
essequam Incil ing estrud dit pratum eu gait 1998
utpatem velesequam niam inim do 1999

Raestincin eu Incil ing estrud dit pratum eugait utpa coreros essequam del dolore
2000
tem velesequam niam inim do coreros Ulputpa tumsand reetue tin hend-
2001
rem veliquat iustini sciduisl do do-
4% essequam lore modipsu msandrem venisse- 2002
quam diat augait adit luptat.
Iduis nisit lore Incil ing estrud dit pratum eugait utpa 2003
tem velesequam niam inim do coreros 2004
25% essequam 2005
2006
Sit ese magnit
2007
-10 -5 0 5 10 15 20 25 30 40
71%

Power Point
Always use the recommended sizes 3X
for the various text parts as shown in 3X
the template.
Headline 36 pt, line spacing 1 line
6X
2X
Titel for Visuals/Diagrams/ Copy 22 pt, line spacing 1 line, spacing

Graphics 18 pt, line after paragraph 1 line. Illut dit pratem
spacing 1 line, spacing after
paragraph 1 line. ipsusti nci nit am amconum incinit lut nismo
loreet wisiscilit aci bla 2X
Copy 22 pt, line spacing 1 line, spacing

after paragraph 0.5 lines. Incil ing estrud
2X
dit pratum eugait utpa tem.

2X
Copy 22 pt, line spacing 1 line,

spacing after paragraph 0 lines.
Caption 14 pt, line spacing 1 line
2X
2X
Date 6 pt Sheet/Page 6 pt Adresser 6 pt
3X
3X
3X 3X 2X 2X 2X 2X 2X 2X 2X 2X 2X 2X 2X 3X 3X

Brochure
Without Partner / Sponsor Logos 3X
Always use a red background for the

front cover. 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.
Headline
Subheadline

32 mm
www.swissworld.org
3X
3X
3X 6X 3X 3X 3X 6X 3X 3X
Cover

Brochure
There are no strict layout guidelines HEADLINE

Eu nam ipsum aeque mediocritatem.
for the layout of inside pages. Follow the Ad adhuc ludus mea, mea ei hincfac
ilisis definiebas.
layout principles outlined in chapter 2.

Use a white border around all photos, CAPTION
Senconstituam. Te molestiae elaborarseali offendit salpa- Eu nam ipsum aeque mediocritatem.
Ad adhuc ludus mea, mea ei hincfac
trioquno eum. Te sit tempor molestiae, an voluptaria ex-
HEADLINE HEAD
ilisis definiebas.
petendis ius, ieum veri noster efficiendi. Eamj ex novumr
graphics and coloured backgrounds. Eu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis
quando legere. Idminimum vgtinam necessitatibus no sed,
impedit civiractatoslj cuvixi audire gubergren aliquyam
nominati accommodare. Omnisinsthisnovum legendos dig-
Subheadline Sub
nissim te mea. Cut uquem consequat deterruissusu te
Do not display photos on a red back- Bore del dolestrud magniam, consent nonulla
feugait, con hendre do euguer in eugait, cor sus-
to conullam del dipsummolese eugait wis nibh er
sent ilismodipsum dipiscil in utpatem volor illam
quat ver suscili quissed euipit, sis aliquate com-
modolore dipsustrud eu faccumsandre dunt ver
dicat minimunerani elitr intellegam nam. Nec etprompta,
nkasd consul, duo id minim fastidii pericula. Sencon-
stituam. Te molestiae elaborarseali offendit salpatrioquno
sent vel dipsust isissit wis auguerosto dio od ea augueriurem vullum zzrit aliquam doluptatie do-
Theme
eum. Te sit tempor molestiae, an voluptaria expetendis
ground. Text should be displayed in commy nulla faccums andiat nulput nim quat iril-
luptat ulla faccum et lan henim zzrit deliqui scip-
sustrud doluptatem nullutpat alit iusci blam eum
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
ius, ieum veri noster efficiendi. Eamj ex novumr quando
legere. Idminimum vgtinam necessitatibus no sed, im-
pedit civiractatoslj cuvixi audire gubergren aliquyam nomi-
delit, vullam venit, con exer suscidunt lorem nit duismodit lortisl essit prat.
nati accommodare. Omnisinsthisnovum legendos dig-
red, black or white. Try to create a visual

lam quat. Iriure magnim venisse feu feugait vel ex el dipit
Senconstituam. Te molestiae elaborarseali offendit salpa- la faci eu faccum irillan eriusciniam nostrud min
dicat minimunerani elitr intellegam nam. Nec etprompta,
trioquno eum. Te sit tempor molestiae, an voluptaria ex- Obore dolum velis augiamet ulluptatem vel irit nos augait vulla consequisse
nkasd consul, duo id minim fastidii pericula.
petendis ius, ieum veri noster efficiendi. Eamj ex novumr Obore dolum velis augiamet ex ero dolor sum vel et, quam vullutet lamet ad magna consequissit
exeros am, core magnibh et num nim zzriureet venim euis num zzril do odigna autem quismodo
balance between images and text. quando legere. Idminimum vgtinam necessitatibus no sed,
impedit civiractatoslj cuvixi audire gubergren aliquyam
nominati accommodare. Omnisinsthisnovum legendos dig-
iniatuerat, sed euguer sequism olutat lorem duis
endiam irit volumsan hendio eugiat lorem nisim
exer iliquat vel incincidunt in ut lutpat, consequi
eraestie verat. Vullandipis augait augait irillup-
tatum velit ea faccum dolor sequat.
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
dicat minimunerani elitr intellegam nam. Nec etprompta, tetum velendigna feuisl et lor iril ullum quisi. Ignit Obore dolum velis augiamet
nkasd consul, duo id minim fastidii pericula. dolobor erilit la facipis dolor si. El euis nos nostrud delesent augait ad ea am de-
Dolessed euguercilis dolorem ilit iriure magnibh lesenit lam, core facidunt veliqua tionum el deles-
Cu puto omnium antiopam veranmaiestatis te. Vidit ludus ne- essecte dolor ad tionseq uamcommod te dignim tie venis nummodolor incidunt ipsustrud estrud
cessit atibus ea enimagam vim, cum ei malorum maluisset. autatuer ing euis diat. Ut ipsustrud eugiati nci- tat vullamet vel dui bla con exeraestie vendit ut
Virtdebitisym ut duo idque ratioeaconcludaturquj Et meis duis at. Rat ver alisi. Em nisl ut laor sim veliq- luptat. Ut aliquip enibh exercip et luptat vent lore
uipis nim velis adit, si el dolor senissi. Metummy dolut alisisl dolorem do enim el erosto conulpute
nullaor si. Ommy nonse dolore commy nonsent te te elesed enim enisis eugait ent at prat, senim
wisi. Em dolorper am zzriusc iliqui esto er il in alisit, seniscipit dolent amcortisi tis dolor iure
velit, quis nonse feugait ulla faci bla facilla ndi- min elesto conulput in ent ad del et, con henit
onsectet, sum erit nulluptat nis numsand rerit, wissequiscip eu feugue delit nis aciliquipit lum
HEADLINE
Ad adhuc ludus mea, mea ei hincfac
ilisis definiebas.
Bore del dolestrud magniam, consent nonulla quat ver suscili quissed euipit, sis aliquate com-
feugait, con hendre do euguer in eugait, cor sus- modolore dipsustrud eu faccumsandre dunt ver
to conullam del dipsummolese eugait wis nibh er augueriurem vullum zzrit aliquam doluptatie do-
sent vel dipsust isissit wis auguerosto dio od ea lore conulla at aci te magnibh endrem irit vulla
commy nulla faccums andiat nulput nim quat iril- faciliquisi tat utpatuero od eliquis nullaor am, ve-
luptat ulla faccum et lan henim zzrit deliqui scip- lis nosto consend ignibh eum dio odolorp eriure
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
duismodit lortisl essit prat.
Obore dolum velis augiamet

Iriure magnim venisse feu feugait vel ex el dipit
HEADLINE
Subheadline
exeros am, core magnibh et num nim zzriureet la faci eu faccum irillan eriusciniam nostrud min
iniatuerat, sed euguer sequism olutat lorem duis ulluptatem vel irit nos augait vulla consequisse
endiam irit volumsan hendio eugiat lorem nisim 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 Bore del dolestrud magniam, consent nonulla Metummy nullaor si. Min ut la conulla faccum dolor at nostrud dolore consectem dipit vel et velit alisi.
tat vullamet vel dui bla con exeraestie vendit ut feugait, con hendre do euguer in eugait, cor sus- Ommy nonse dolore commy nonsent wisi. Em dolessi. Pate dolortis dolor atum eugait lum ver- Unt exer am nibh ent loborpe rostisl ipis aliquis
luptat. Ut aliquip enibh exercip et luptat vent lore to conullam del dipsummolese eugait wis nibh er dolorper am zzriusc iliqui esto er il in velit, quis cilit adit iniam, quis alis alisl iriliquate do dunt nulputat lorem num dit venisl ilis alit dolore min-
dolut alisisl dolorem do enim el erosto conulpute sent vel dipsust isissit wis auguerosto dio od ea nonse feugait ulla faci bla facilla ndionsectet, augueratie feugiam etuero conullamet nullam, cilisisi blandiamet adiamco nsenisim nosto dolor-
te te elesed enim enisis eugait ent at prat, senim commy nulla faccums andiat nulput nim quat iril- sum erit nulluptat nis numsand rerit, sent ilis- quam dit numsan vulput ex ex exercinis num ex em zzrilis alit augiat endipsum iriurero ea feugue
alisit, seniscipit dolent amcortisi tis dolor iure luptat ulla faccum et lan henim zzrit deliqui scip- modipsum dipiscil in utpatem volor illam quat ver el ut nonsequ amconsequip el eum do del enibh et atueriure modolorem ate dolessim dolobor ius-
Ad adhuc ludus mea, mea ei hincfac ilisis min elesto conulput in ent ad del et, con henit sustrud doluptatem nullutpat alit iusci blam eum suscili quissed euipit, sis aliquate commodolore enim irit nonulluptat prat, veliquatet, quiscipit cilis delis ex ero ex el irit endit iliquat autet, velisi.
wissequiscip eu feugue delit nis aciliquipit lum delit, vullam venit, con exer suscidunt lorem nit dipsustrud eu faccumsandre dunt ver augueriu- lam, sequipit nit wismodignim dolutpat ip exer ad Sustincip esequipit adiamconsent lorperiurem
vel et euip exerosto et ulla feumsandrem zzrit au- lam quat. rem vullum zzrit aliquam doluptatie dolore conul- molent vel in veliquat, quissequatem dio odo odo zzrit lor adip er autpatiscil.
exer iliquat vel incincidunt in ut lutpat, consequi tpatie dolorperos nibh exercin ulpute duiscidunt la at aci te magnibh endrem irit vulla faciliquisi
tetum velendigna feuisl et lor iril ullum quisi. Ignit adit, consecte consecte mod ex eugait velit ut Obore dolum velis augiamet ex tat utpatuero od eliquis nullaor am, velis nosto
dolobor erilit la facipis dolor si. et am dit ilit autat, vel dolore dolorem ent esto Ero dolor sum vel exeros am, core magnibh et consend ignibh eum dio odolorp eriure duismodit
Dolessed euguercilis dolorem ilit iriure magnibh coreraesto dolobore feu feugiamet vel ulla conum num nim zzriureet iniatuerat, sed euguer sequism lortisl essit prat.
essecte dolor ad tionseq uamcommod te dignim volesed euis nullum nonsecte cortinc iduipsum olutat lorem duis endiam irit volumsan hendio Iriure magnim venisse feu feugait vel ex el dipit
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.
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
CAPTION 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
la faci eu faccum irillan eriusciniam nostrud min
ulluptatem vel irit nos augait vulla consequisse
et, quam vullutet lamet ad magna consequissit
Metummy nullaor si. Ommy nonse dolore commy pration sequis adigna facidunt vulput praesequi Ad adhuc ludus mea, mea ei hincfac si nuit. venim euis num zzril do odigna autem quismodo
nonsent wisi. Em dolorper am zzriusc iliqui esto ero et vendrercil er alit irit volor iure vel il dip el ilisis definiebas. Dolessed euguercilis dolorem ilit iriure magnibh eraestie verat. Vullandipis augait augait irillup-
er il in velit, quis nonse feugait ulla faci bla facilla do exeratet augue mod modiamet numsan ex eu essecte dolor ad tionseq uamcommod te dignim tatum velit ea faccum dolor sequat.
ndionsectet, sum erit nulluptat nis numsand rerit, facil ing et ullam, si. Am, quatue tat iure velit nibh autatuer ing euis diat. Ut ipsustrud eugiati nci- El euis nos nostrud delesent augait ad ea am de-
sent ilismodipsum dipiscil in utpatem volor illam eniam, velendre feugiat, qui ex eummolobore tat duis at. Rat ver alisi. Em nisl ut laor sim. lesenit lam, core facidunt veliqua tionum el deles- Eu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis
Inside

Brochure
With Partner / Sponsor Logos 3X
Align partner and sponsor logos

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

32 mm
Sponsors
www.swissworld.org
3X
3X
3X 3X 3X 3X 3X 6X 3X 3X
Cover

Leaflet
HEADLINE HEADLINE
Eu nam ipsum aeque mediocritatem. Eu nam ipsum aeque mediocritatem.
Ad adhuc ludus mea. Ad adhuc ludus mea.
The design and layout of leaflets

Bore del dolestrud mag- Metummy nullaor si. Ommy
should correspond with the layout of niam, consent nonulla feu-

gait, con hendre do euguer
in eugait, cor susto conul-
nonse dolore commy non-
sent wisi. Em dolorper am
zzriusc iliqui esto er il in
lam del dipsummolese velit, quis nonse feugait ulla
the brochures. eugait wis nibh er sent

vel dipsust isissit wis au-
guerosto dio od ea commy
faci bla facilla ndionsectet,
sum erit nulluptat nis num-
sand rerit, sent ilismodip-
nulla faccums andiat nulput sum dipiscil in utpatem
nim quat irilluptat ulla fac- volor illam quat ver suscili
cum et lan henim zzrit deli- quissed euipit. lla faci bla
qui scipsustrud doluptatem facilla ndionsectet, sum erit
nullutpat alit iusci blam nulluptat nis numsand rerit,
Use a red background on the front cover, iamet ex ero dolor sum vel
exeros am, core magnibh
sent ilismodipsum dipiscil
in utpatem volor illam quat
ver suscili quissed euipit.
et num nim zzriureet iniat- sent ilismodipsum dipiscil
with the Logo Switzerland on the uerat, sed euguer sequism

olutat lorem duis endiam
irit volumsan hendio eugiat
in utpatem.
lorem nisim exer iliquat
bottom right. Place Logo Confederation Senconstituam. Te molestiae

elaborarseali offendit salpatrio-
nkasd consul, duo id minim fas-
tidii pericula.Illaore min henim
vel incincidunt in ut lutpat,
consequi tetum velendigna
feuisl et lor iril ullum quisi.
quno eum. Te sit tempor moles- eu facin ullandreet veliquam Ignit dolobor erilit la facipis
tiae, an voluptaria expetendis inciliquat, vulputat. Ut alit ven-
on the bottom of the back cover. ius, ieum veri noster efficiendi.
Eamj ex novumr quando legere.
dre con henim do consequat,
sum vullutat praesectet, conse
dolor si.
Dolessed euguercilis do-
lorem ilit iriure magnibh
Iriure magnim venisse feu
feugait vel ex el dipit la faci
Idminimum vgtinam necessita- consed ea aliquamet lor inci bla essecte dolor ad tionseq eu irillan eriusciniam nos-
tibus no sed, impedit civiracta- feu feum dipit volobore feu feuis- uamcommod te dignim trud minTat praesse magna
toslj cuvixi audire gubergren ali- sim dipsuscidunt lobore ming et autatuer ing euis diat. Ut feugiamet voluptat delis
Headline quyam nominati accommodare.

Omnisinsthisnovum legendos
dignissim te mea. Cut uquem
dolore dolobor eetuer inci bla
faciliquisim inim nonum quis del
ulputem dolobor ilit aut utat. Es-
ipsustrud eugiati nciduis
at. Rat ver alisi. Em nisl ut
exerostrud diamcor in utate
min henim dolobor augait
Place the URL on the bottom left on the

laor sim veliquipis nim ve- ad molute ming er sustis-
Subheadline consequat deterruissusu te tinim quam, quis acip ex ex etum lis adit, si el dolor senissi. cinim nonsequatet.
dicat minimunerani elitr intel- inissi te doloreet lutet nibh eugait
legam nam. Nec etprompta, ulputpa tueraestio.
front. In eos porro aperiri, ut mel habeo menandri constituam.

te molestiae elaboraret sea, offendit salutandi patrioqu no
eum. Te sit alii tempor molestiae. Inside
32 mm
www.swissworld.org
3X
3X
3X 6X 3X 3X 3X 6X 3X 3X
Cover

Leaflet
HEADLINE HEADLINE
Eu nam ipsum aeque mediocritatem. Eu nam ipsum aeque mediocritatem.
Ad adhuc ludus mea. Ad adhuc ludus mea.
The design and layout of leaflets

Bore del dolestrud mag- Metummy nullaor si. Ommy
should correspond with the layout of niam, consent nonulla feu-

gait, con hendre do euguer
in eugait, cor susto conul-
nonse dolore commy non-
sent wisi. Em dolorper am
zzriusc iliqui esto er il in
lam del dipsummolese velit, quis nonse feugait ulla
the brochures. eugait wis nibh er sent

vel dipsust isissit wis au-
guerosto dio od ea commy
faci bla facilla ndionsectet,
sum erit nulluptat nis num-
sand rerit, sent ilismodip-
nulla faccums andiat nulput sum dipiscil in utpatem
nim quat irilluptat ulla fac- volor illam quat ver suscili
cum et lan henim zzrit deli- quissed euipit. lla faci bla
qui scipsustrud doluptatem facilla ndionsectet, sum erit
nullutpat alit iusci blam nulluptat nis numsand rerit,
Use a red background for the front of the iamet ex ero dolor sum vel
exeros am, core magnibh
sent ilismodipsum dipiscil
in utpatem volor illam quat
ver suscili quissed euipit.
et num nim zzriureet iniat- sent ilismodipsum dipiscil
cover and a white background for the uerat, sed euguer sequism
olutat lorem duis endiam
irit volumsan hendio eugiat
in utpatem.
lorem nisim exer iliquat
back. Place the Logo Switzerland on the Senconstituam. Te molestiae

elaborarseali offendit salpatrio-
nkasd consul, duo id minim fas-
tidii pericula.Illaore min henim
vel incincidunt in ut lutpat,
consequi tetum velendigna
feuisl et lor iril ullum quisi.
quno eum. Te sit tempor moles- eu facin ullandreet veliquam Ignit dolobor erilit la facipis
tiae, an voluptaria expetendis inciliquat, vulputat. Ut alit ven-
front, bottom right, and the partner / ius, ieum veri noster efficiendi.
Eamj ex novumr quando legere.
dre con henim do consequat,
sum vullutat praesectet, conse
dolor si.
Dolessed euguercilis do-
lorem ilit iriure magnibh
Iriure magnim venisse feu
feugait vel ex el dipit la faci
Idminimum vgtinam necessita- consed ea aliquamet lor inci bla essecte dolor ad tionseq eu irillan eriusciniam nos-
tibus no sed, impedit civiracta- feu feum dipit volobore feu feuis-
sponsor logos together with the Logo Headline

toslj cuvixi audire gubergren ali-
quyam nominati accommodare.
Omnisinsthisnovum legendos
sim dipsuscidunt lobore ming et
dolore dolobor eetuer inci bla
faciliquisim inim nonum quis del
uamcommod te dignim
autatuer ing euis diat. Ut
ipsustrud eugiati nciduis
trud minTat praesse magna
feugiamet voluptat delis
exerostrud diamcor in utate
at. Rat ver alisi. Em nisl ut min henim dolobor augait
dignissim te mea. Cut uquem ulputem dolobor ilit aut utat. Es-
Confederation on the back bottom

laor sim veliquipis nim ve- ad molute ming er sustis-
Subheadline consequat deterruissusu te tinim quam, quis acip ex ex etum lis adit, si el dolor senissi. cinim nonsequatet.
dicat minimunerani elitr intel- inissi te doloreet lutet nibh eugait
legam nam. Nec etprompta, ulputpa tueraestio.
left. Note that a vertical bar separates In eos porro aperiri, ut mel habeo menandri constituam.
the partner / sponsor logos from the eum. Te sit alii tempor molestiae. Inside
Logo Confederation which is always

placed on the very left.
32 mm
Place the URL on the bottom left on the
Sponsors
front. www.swissworld.org
3X
3X
3X 3X 3X 3X 3X 6X 3X 3X
Cover

Invitation
The layout for the printed invitations

corresponds with the layout of the
brochures. The format should be A5.
Always display the Logo Switzerland

on the front, the Logo Confederation
on the back of the card. 3X
Headline
Subheadline
Place the URL on the bottom left on www.swissworld.org

3X
the front. 3X
3X 3X 6X 3X 3X
3X
HEADLINE HERE AND HERE Subheadline

Rud tate cor sequisim ipit nit wis Rud tate cor sequisim ipit nit wis num at.
num at. Accum illa feum zzriust-
ing etuero con ut velesti ncidunt Subheadline
venim alit wisi. Rud tate cor sequisim ipit nit wis num at.
Ed digniatue min utatie dion heni-
sim exeriusci blamet, vercillamet Subheadline
incipsu sciduisl iustisi. Rud tate cor sequisim ipit nit wis num at.
Ilis ea aut aci tem qui blaor irit
lobore min ut ing exercidunt ac- Subheadline
cumsan hendip ea feugiamcor at Accum illa feum zzriusting etuero con ut velesti
niam dolent in ex ercincidui blan- ncidunt venim alit wisi. Ed digniatue min utatie dion
dre tie modolor iusto odigniam, henisim exeriusci blamet, vercillamet incipsu sciduisl
ver illaor adiamcommy nit ad tin iustisi. Ilis ea aut aci tem qui blaor irit lobore min
eliquam commod te min hendre et ut ing exercidunt accumsan hendip ea feugiamcor
ut elesse delit wiscilla aliquam. vercillamet incipsu sciduisl.
32 mm
3X
3X
3X 3X 3X 3X

Invitation
Partner and sponsor logos are placed

on the back. Note that a vertical bar
separates the partner / sponsor logos
3X
Headline
Subheadline
www.swissworld.org
3X
3X
3X 3X 6X 3X 3X
3X
HEADLINE HERE AND HERE Subheadline

Rud tate cor sequisim ipit nit wis Rud tate cor sequisim ipit nit wis num at.
num at. Accum illa feum zzriust-
ing etuero con ut velesti ncidunt Subheadline
venim alit wisi. Rud tate cor sequisim ipit nit wis num at.
Ed digniatue min utatie dion heni-
sim exeriusci blamet, vercillamet Subheadline
incipsu sciduisl iustisi. Rud tate cor sequisim ipit nit wis num at.
Ilis ea aut aci tem qui blaor irit
lobore min ut ing exercidunt ac- Subheadline
cumsan hendip ea feugiamcor at Accum illa feum zzriusting etuero con ut velesti
niam dolent in ex ercincidui blan- ncidunt venim alit wisi. Ed digniatue min utatie dion
dre tie modolor iusto odigniam, henisim exeriusci blamet, vercillamet incipsu sciduisl
ver illaor adiamcommy nit ad tin iustisi. Ilis ea aut aci tem qui blaor irit lobore min
eliquam commod te min hendre et ut ing exercidunt accumsan hendip ea feugiamcor
ut elesse delit wiscilla aliquam. vercillamet incipsu sciduisl.
32 mm
Sponsors
3X
3X 3X 3X

Postcards
The Logo Switzerland is always placed 3X
on the front bottom right.
Logo Confederation and partner /

sponsor logos are placed on the back,
bottom left. Note that a vertical bar
separates the partner /sponsor logos
from the Logo Confederation which
is always placed on the very left.
3X
Place the URL on the bottom left on www.swissworld.org
the front. 3X
3X 3X 6X 3X 3X
3X 3X
6X
32 mm
Sponsors
32 mm
Sponsors
3X 6X 3X 3X 3X
With one sponsor With more sponsors

3.3 Advertising 76
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.

3.3.1 Advertising 77
Newspaper Ad
If an advertisement does not have

partner or sponsor logos and proper
colour printing can be guaranteed,
use a red background. Pay special
attention to the colour palette out-
lined in chapter 2 to avoid any colour
inconsistencies. Use a white
border around all photos, graphics
and coloured backgrounds.
The Logo Switzerland is displayed

on the bottom right, the Logo
Confederation on the bottom left.
The URL is placed underneath the 3X
Logo Confederation. Headline

Subheadline
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.
www.swissworld.org
3X
3X
3X 3X 3X 6X 3X 3X

Newspaper Ad
If there are partner or sponsor logos

to display, use a white background.

The URL ist placed underneath the

Logo Confederation
Respect all minimum distance 3X
requirements. Headline
Subheadline
Sponsor
www.swissworld.org
3X
3X 3X 6X 3X

Poster
6X
If there are no partner / sponsor logos

to display on the poster, use a red
Headline
background. Pay special attention to the Subheadline
colour palette outlined in chapter 2
to avoid any colour inconsistencies. Use
a white border around all photos,
graphics and coloured backgrounds.
The Logo Switzerland is displayed on

the bottom right, the Logo Confederation
on the bottom left.
The URL is placed underneath the

Logo Confederation.
3X
www.swissworld.org
3X
3X
3X 3X 3X 6X 3X 3X

Poster
6X
If there are partner or sponsor logos

to display, use a white background.
Headline
Subheadline
the partner / sponsor logos from
the Logo Confederation which is

Logo Confederation.
Respect all minimum distance

requirements.
6X
Sponsor
www.swissworld.org
3X
3X 3X 6X 3X

Billboard
3X
If there are no partner / sponsor logos to Headline

display, use a red background. Pay
special attention to the colour palette Subheadline
outlined in chapter 2 to avoid any
colour inconsistencies

3X

Logo Confederation.
www.swissworld.org
3X
3X
3X 3X 3X 6X 3X 3X

Billboard
3X
If there are partner / sponsor logos to Headline

display, use a white background.
Subheadline
3X

Sponsor
Logo Confederation.
www.swissworld.org
3X

3X 3X 6X 3X
requirements.

3.4 Multimedia 83
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.

3.4.1 Multimedia 84
Website
The Logo Switzerland should always

appear in red on white background, and
the minimum size allowed online is a
height of 6o pixels. Use Red # E11A27
for the logo as well as for the banner,
if needed.
The Logo Switzerland is placed on the

top right.

3.4.2 Multimedia 85
Banner
Follow the general guidelines of the

CI Switzerland when creating
banners. Minimum height of the
banner is 81 pixel.

3.4.3 Multimedia 86
Newsletter
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.

3.4.4 Multimedia 87
CD-Cover/Booklet
For CD-Covers and CD-Booklets follow 3X 3X

1. Ipsum volor irilis diam venis. Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero con-
the layout principles of the brochure. 2. dolobor sustrud mod tin ullao.
sendiamet wis ad ercillaorem vel eu feui tismolore min heniamconsed
delisit vent non heniam amconum vel iuscipit luptat irilit ullan ulput wis-
3. rpero delis am, velenis nullute. moloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin
Always use a photo on the front of the 4. commod duisi bla feugiat.
ullaorpero delis am, velenis nullutet, commod duisi bla feugiat augait, sim
et nostrud erit alisi.
5. augait, sim et nostrud erit.
cover. Draw a white border around 6. Nullum nonummy nonsequi.
Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero con-
7. tionsenim in et la feum iurer. delisit vent non heniam amconum vel iuscipit luptat irilit ullan ulput wis-
photos or coloured backgrounds. 8. il iriurero consendiamet wis.
moloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin
9. ad ercillaorem vel eu feui. 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
10. tismolore min heniam.
heniamconsed delisit vent non heniam amconum vel iuscipit luptat irilit
Use a red background if there are no 11. il iriurero consendiamet wis. 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.
partners or sponsors to display.

32 mm
Display Logo Switzerland on the 3X

Headline
bottom right of the front. Place the Subheadline
Logo Confederation on the back. 3X

www.swissworld.org
3X
3X 3X
3X 3X 3X 3X 3X 3X 3X 6X 3X 3X
Place the URL on the bottom left on
the front. Cover/booklet, outside

3.4.4 Multimedia 88
CD-Cover/Booklet
Use a white background if there are 3X 3X

1. Ipsum volor irilis diam venis. Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero con-
partner / sponsor logos to display. 2. dolobor sustrud mod tin ullao.

delisit vent non heniam amconum vel iuscipit luptat irilit ullan ulput wis-
3. rpero delis am, velenis nullute. moloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin
4. commod duisi bla feugiat.
et nostrud erit alisi.
5. augait, sim et nostrud erit.
Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero con-
6. Nullum nonummy nonsequi.
7. tionsenim in et la feum iurer. delisit vent non heniam amconum vel iuscipit luptat irilit ullan ulput wis-
moloreros adio do Ipsum volor irilis diam venis dolobor sustrud mod tin
8. il iriurero consendiamet wis.
ullaorpero delis am, velenis nullutet, commod duisi bla feugiat augait,
9. ad ercillaorem vel eu feui. 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
11. il iriurero consendiamet wis. irilit ullan ulput wismoloreros adio do Ipsum volor irilis diam venis dolobor
sustrud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla
32 mm
Sponsors 3X
Headline
Subheadline
www.swissworld.org
3X 3X
3X 3X 3X 3X 3X 3X 6X 3X
Cover/booklet, outside

3.4.4 Multimedia 89
CD-Cover/Booklet
Follow the layout principle of the

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

2 commod molessim dunt nullam quis
HEADLINE
Ipsum volor irilis diam venis Nullum nonummy nonsequi Ipsum volor irilis diam venis Nullum nonummy nonsequi isi bla feugiat augait, sim et
dolobor sustrud mod tin ul- te tionsenim in et la feum dolobor sustrud mod tin ul- te tionsenim in et la feum nostrud erit alisi. Nullum non-
laorpero delis am, velenis iurer il iriurero consendiamet laorpero delis am, velenis iurer il iriurero consendiamet ummy nonsequi te tionsenim
nullutet, commod duisi bla wis ad ercillaorem vel eu feui nullutet, commod duisi bla wis ad ercillaorem vel eu feui in et la feum iurer il iriurero
feugiat augait, sim et nostrud tismolore min heniamconsed feugiat augait, sim et nostrud tismolore min heniamconsed consendiamet wis ad ercil-
erit alisi. delisit vent non heniam am- erit alisi. delisit vent non heniam am- laorem vel eu feui tismolore
Nullum nonummy nonsequi conum vel iuscipit luptat irilit Nullum nonummy nonsequi conum vel iuscipit luptat irilit min heniamconsed delisit
te tionsenim in et la feum ullan ulput wismoloreros adio te tionsenim in et la feum ullan ulput wismoloreros adio vent non heniam amconum
iurer il iriurero consendiamet do Ipsum volor irilis diam iurer il iriurero consendiamet do Ipsum volor irilis diam vel iuscipit luptat irilit ullan
wis ad ercillaorem vel eu feui venis dolobor sustrud mod wis ad ercillaorem vel eu feui venis dolobor sustrud mod ulput wismoloreros adio do
tismolore min heniamconsed tin ullaorpero delis am, ve- tismolore min heniamconsed tin ullaorpero delis am, ve- Ipsum volor irilis diam venis
delisit vent non heniam am- lenis nullutet, commod du- delisit vent non heniam am- lenis nullutet, commod du- dolobor sustrud mod tin ul-
conum vel iuscipit luptat irilit isi bla feugiat augait, sim et conum vel iuscipit luptat irilit isi bla feugiat augait, sim et laorpero delis am, velenis
ullan ulput wismoloreros adio nostrud erit alisi. ullan ulput wismoloreros adio nostrud erit alisi. nullutet, commod duisi bla
do Ipsum volor irilis diam Ipsum volor irilis diam venis do Ipsum volor irilis diam Nullum nonummy nonsequi feugiat augait, sim et nostrud
venis dolobor sustrud mod dolobor sustrud mod tin ul- venis dolobor sustrud mod te tionsenim in et la feum erit alisi.
tin ullaorpero delis am, ve- laorpero delis am, velenis tin ullaorpero delis am, ve- iurer il iriurero consendiamet
lenis nullutet, commod du- nullutet, commod duisi bla lenis nullutet, commod du- wis ad ercillaorem vel eu feui
isi bla feugiat augait, sim et feugiat augait, sim et nostrud isi bla feugiat augait, sim et tismolore min heniamconsed
nostrud erit alisi. erit alisi. nostrud erit alisi. delisit vent non heniam am-
Nullum nonummy nonsequi conum vel iuscipit luptat irilit
te tionsenim in et la feum ullan ulput wismoloreros adio
iurer il iriurero consendiamet do Ipsum volor irilis diam
wis ad ercillaorem vel eu feui venis dolobor sustrud mod
tismolore min heniamconsed tin ullaorpero delis am, ve-
delisit vent non heniam am- lenis nullutet, commod du-
4 5
Booklet inside
3.4.5 Multimedia 90
DVD-Cover / Booklet
For DVD-Covers and DVD-Booklets 3X
follow the layout principles of the HEADLINE
www.swissworld.org
Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero
brochure. Always use a photo on the 1. Ipsum volor irilis diam venis.
consendiamet wis ad ercillaorem vel eu feui tismolore min heniam-
2. dolobor sustrud mod consed delisit vent non heniam amconum vel iuscipit luptat irilit ul-
front of the cover. Draw a white tin ullao. lan ulput wismoloreros adio do Ipsum volor irilis diam venis dolobor
3. rpero delis am, velenis nul- sustrud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla
border around photos or coloured lute. feugiat augait, sim et nostrud erit alisi.
4. commod duisi bla feugiat. Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero
backgrounds. 5. augait, sim et nostrud erit. consendiamet wis ad ercillaorem vel eu feui tismolore min heniam-
consed delisit vent non heniam amconum vel iuscipit luptat irilit ul-
6. Nullum nonummy nonsequi. lan ulput wismoloreros adio do Ipsum volor irilis diam venis dolobor
7. tionsenim in et la feum iurer. sustrud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla
Use a red background if there are no 8. il iriurero consendiamet wis.

feugiat augait, sim et nostrud erit
9. ad ercillaorem vel eu feui. Ibh eui blan eugait numsan volum nim init vent lore con et, summy
partners or sponsors to display. 10. tismolore min heniam.
nullutpatie ming enibh erit nonsecte faci ex ex ea conullandre cor
sisi ercilisi blam vulput ut acip euisim ing eum alismod erostrud
11. il iriurero consendiamet wis. erat. Wismoloreet, conse delendre minim ad moloboreet in vel
dolessequisl doloreetum zzriure facing eugiamc onsequat, vel ut
ipsusci tem in volent adiametuero od doluptatem vendre ming eu-
Display Logo Switzerland on the guerc iliqui blandia mcommy nit lorpero conum iliquam nis nonsed
ming et iniam, veliscing eu facilis eu facil et aliquatet verciliquat.
bottom right of the front. Place the Unt aliquat velismodio dionsequi bla facil doluptat.
Logo Confederation on the back.
Headline Subheadline
To odolor inisi tionsecte esto To odolor inisi tionsecte esto To odolor inisi tionsecte esto
Place the URL on the bottom left on conulpu tpatinc iduipsustin ullum
vel dit veraesse te magna facili-
conulpu tpatinc iduipsustin ullum
quatio dionsenim iriusto dolenisl. quatio di vel dit veraesse te magna
the front. To odolor inisi tionsecte esto
facilionsenim iriusto dolenisl.
To odolor inisi tionsecte esto
ISBN X-XXXXXX-XX-X
vel dit veraesse te magna facili- conulpu tpatinc iduipsustin ullum

quatio dionsenim iriusto dolenisl. vel dit veraesse te magna facili-
quatio dionsenim iriusto dolenisl. quatio dionsenim iriusto dolenisl.
32 mm
3X
Headline
Subheadline
www.swissworld.org
3X
3X
3X 3X 3X 3X 3X 3X 3X 6X 3X 3X

3.4.5 Multimedia 91
DVD-Cover / Booklet
Use a white background if there are 3X
HEADLINE
www.swissworld.org
partner / sponsor logos to display.
1. Ipsum volor irilis diam venis. Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero
2. dolobor sustrud mod consed delisit vent non heniam amconum vel iuscipit luptat irilit ul-
tin ullao. lan ulput wismoloreros adio do Ipsum volor irilis diam venis dolobor
3. rpero delis am, velenis nul- sustrud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla
lute. feugiat augait, sim et nostrud erit alisi.
4. commod duisi bla feugiat. Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero
5. augait, sim et nostrud erit. consendiamet wis ad ercillaorem vel eu feui tismolore min heniam-
consed delisit vent non heniam amconum vel iuscipit luptat irilit ul-
6. Nullum nonummy nonsequi. lan ulput wismoloreros adio do Ipsum volor irilis diam venis dolobor
7. tionsenim in et la feum iurer. sustrud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla
9. ad ercillaorem vel eu feui. Ibh eui blan eugait numsan volum nim init vent lore con et, summy
10. tismolore min heniam. sisi ercilisi blam vulput ut acip euisim ing eum alismod erostrud
guerc iliqui blandia mcommy nit lorpero conum iliquam nis nonsed
Unt aliquat velismodio dionsequi bla facil doluptat.
Headline Subheadline
To odolor inisi tionsecte esto To odolor inisi tionsecte esto To odolor inisi tionsecte esto
conulpu tpatinc iduipsustin ullum conulpu tpatinc iduipsustin ullum conulpu tpatinc iduipsustin ullum
vel dit veraesse te magna facili- vel dit veraesse te magna facili-
quatio dionsenim iriusto dolenisl. quatio dionsenim iriusto dolenisl. ISBN X-XXXXXX-XX-X
To odolor inisi tionsecte esto To odolor inisi tionsecte esto
conulpu tpatinc iduipsustin ullum conulpu tpatinc iduipsustin ullum
vel dit veraesse te magna facili- vel dit veraesse te magna facili-
quatio dionsenim iriusto dolenisl. quatio dionsenim iriusto dolenisl.
32 mm
3X
Sponsors Headline
Subheadline
www.swissworld.org
3X
3X 3X 3X 3X 6X 3X

3.4.5 Multimedia 92
DVD-Cover / Booklet
Follow the layout principles of the

brochure for the inside of the cover. HEADLINE
1. Ipsum volor irilis diam venis. Nullum nonummy nonsequi te tionsenim in et la feum iurer il iriurero
2. dolobor sustrud mod
consed delisit vent non heniam amconum vel iuscipit luptat irilit ullan
tin ullao.
ulput wismoloreros adio do Ipsum volor irilis diam venis dolobor sus-
3. rpero delis am, velenis trud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla
nullute. feugiat augait, sim et nostrud erit alisi.
4. commod duisi bla feugiat.

5. augait, sim et nostrud erit. consendiamet wis ad ercillaorem vel eu feui tismolore min heniam-
Headline
6. Nullum nonummy nonsequi.
7. tionsenim in et la feum iurer. trud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla
9. ad ercillaorem vel eu feui.

Subheadline
Ibh eui blan eugait numsan volum nim init vent lore con et, summy
sisi ercilisi blam vulput ut acip euisim ing eum alismod erostrud
guerc iliqui blandia mcommy nit lorpero conum iliquam nis nonsed Copyright text: To
odolor inisi tion-
secte esto cdonulpu
Unt aliquat velismodio dionsequi bla facil doluptat. tpatinc iduipsustin
ullum vel dit veraesse
trud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla

To odolor inisi tionsecte esto consed delisit vent non heniam amconum vel iuscipit luptat irilit ullan
conulpu tpatinc iduipsustin ullum ulput wismoloreros adio do Ipsum volor irilis diam venis dolobor sus-
vel dit veraesse te magna facili- trud mod tin ullaorpero delis am, velenis nullutet, commod duisi bla
quatio dionsenim iriusto dolenisl.

Cover/booklet, inside

3.4.6 Multimedia 93
CD / DVD
Always use a red background. Place the

Logo Switzerland on the bottom half
of the disc. Use the upper half of the
disc for text. Headline
Subheadline
Copyright text: To
odolor inisi tion-
secte esto cdonulpu
tpatinc iduipsustin
ullum vel dit veraesse

3.5 Give-Aways 94
All give-aways are branded with the Logo Switzerland.

How the logo is applied depends on the shape
and size of the give-aways. All give-aways must be
presented to Presence Switzerland for approval before
production.
Find some examples of give-aways below.

3.5 Give-Aways 95
Brand the give-aways in the manner

shown on these examples.
www.swissworld.org
www.swissworld.org

96
4 Bilateral Projects
4.1 Definition 97 4.4.2 Publications 115

4.4.2.1 Press Release 116
4.2 Logo 98 4.4.2.2 Press Kit Folder 118
4.2.1 Composed Logo 99 4.4.2.3 Backdrop 119
4.2.2 Theme 103 4.4.2.4 Power Point 122
4.2.3 Don’ts 105 4.4.2.5 Brochure 125
4.4.2.6 Invitation 128
4.3 Visual World / Photography 106 4.4.2.7 Postcards 129
4.3.1 Content 107 4.4.3 Advertising 130
4.4.3.1 Newspaper Ad 131
4.4 Applications 108 4.4.3.2 Poster 133
4.4.1 Stationery 109 4.4.3.3 Billboard 134
4.4.1.1 Letterhead 110 4.4.4 Multimedia 136
4.4.1.2 Facsimile 112 4.4.4.1 Website 137
4.4.1.3 Business Card 113 4.4.4.2 Banner 138
4.4.1.4 Name Tag 114
December 2008
4.1 Definition 97
Bilateral projects are campaigns run jointly between

Switzerland and another country. The projects take
place predominantly abroad, but some activities might
take place in Switzerland as well.
As the bilateral projects are often in connection to a

jubilee of friendship or diplomatic relationship, a
special logo is used to express the bilateral connection
between the two countries.
All communication means of the bilateral projects are

subject to the guidelines of CI Switzerland.
Bilateral Projects December 2008

4.2 Logo 98
To express the bilateral approach bilateral campaigns

are allowed to use a special logo. The design and usage
of this logo is defined in this chapter.

4.2.1 Logo 99
Composed Logo
The logo for bilateral campaigns is

composed of the Logo Switzerland on
the left and the name of the partner
country on the right followed by a full
stop.
This new composed logo takes the

place of the Logo Switzerland on
all institutional and promotional material,
as shown in chapter 3.
Font
The font for the Latin script version is

Helvetica 75 Bold.

4.2.1 Logo 100
Composed Logo
Languages
There are two possible language

versions for the composed logo: an
English version and a native version
in the official language of the partner
country.
In the English version both the name and

the wordmark of the Logo Switzerland
are in English.
In the native version both the name and

the wordmark of the Logo Switzerland
are in the official language of the partner
country.
Whether the English or the native version

(or both) is used depends on the general
local usage of logos.

4.2.1 Logo 101
Composed Logo
Colours
The composed logo 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.

4.2.1 Logo 102
Composed Logo
Size 6 mm
10 mm
In general, the minimum height of Minimum size for format A5 portrait and
Minimum size for format A5 landscape smaller (exception)
the composed logo in print is 10 mm. and bigger
Exception:
If the format of the printed material is

smaller than A5 portrait the minimum
height is 6 mm.
Exclusion Zone
Maintain a consistent exclusion zone Minimum exclusion zone
around the composed logo, as shown.

This space represents the minimum
distance between the logo and any other
design element or text.

4.2.2 Logo 103
Theme
If an official theme is used for the 1928 – 2008 : IDiplomatik İlişkiler

bilateral project, the theme is placed
at the top of the composed logo.
Align the first letter/figure of the theme
with the first letter of the country
name.
Composed logo with theme, native version
Language
The theme is always used in the same

language as the composed logo,
i.e. either in English or in the official
language of the partner country.
Bicentenario 1810 – 2010
Argentina.
Composed logo with theme, English version

4.2.2 Logo 104
Theme
1928 – 2008 : Diplomatic Presence in

Font 1928 – 2008 : Diplomatic Presence in
6 mm
10 mm
The font for Latin script versions of the
Minimum size for format A5 portrait and
theme is Helvetica 75 Bold. Minimum size for format A5 landscape smaller (exception)
and bigger
Size
The type size of the official theme is

BiCentenario 1810 – 1910 – 2010
defined by its height which is always
1 “x”.
If the theme would run longer than the

name of the partner country, the theme
– as an exception – is displayed on two
lines.
1948 – 2008
Treaty of Friendship

4.2.3 Logo 105
Don’ts
Do not separate the Logo Switzerland

from the text. Do not create composed
logos with partner or sponsor logos.
Do not alter the text, colours, proportions

or design of the bilateral project logos.
Do not place the logos over alternative
colours or photo backgrounds.


In addition to the general guidelines for the visual

world described in chapter 2, use photographs that
express the bilateral aspect of the project, i.e.
photographs that combine the identities of the
two countries in one picture.

4.3.1 Visual World / Photography 107
Content
The photographs shown here are

examples for the above mentioned
binational 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.
Avoid the ordinary and obvious.

4.4 Applications 108
The applications for the bilateral projects 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 bilateral projects.

4.4.1 Applications 109
Stationery
The CI Switzerland does not provide any own

stationery for bilateral projects as these projects are
led by Presence Switzerland, an official unit of the
Swiss Confederation. Therefore, all stationery shown
here are applied from the guidelines of the Swiss
Confederation.

4.4.1.1 Applications 110
Stationery
Letterhead
is 10 pt (Arial). 14.0
21.0
The letterhead template provided is CH-3003 Bern, FDFA
1 Blindzeile
54.0
standard A4 size (210 mm × 297mm). Persönlich
Anrede
US partners may adapt the design to Zusatzbezeichnung
Adresse
1 Blindzeile
2 Blindzeilen
American letterhead size, if needed. PLZ, Ort
Land
3 Blindzeilen
106.0
The composed logo is placed on the Ihr Zeichen: MMU
Unser Zeichen: MMU
Ableilngsleiter
3 Blindzeilen
Stv. Ableilungschef
top right of the page. This applies to

134.0 Beilagen
letterheads for use within Switzerland as 1 Blindzeile
– Fragebogen FDFA
1 Blindzeile
well as to letterheads used abroad. Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der jeweiligen Schreib-
Neither the Logo Confederation 1 Blindzeile
nor the composed logo is displayed oder unbrauchbar taxiert werden. Schriften für Mengensatz unterliegen anderen Kriterien als
1 Blindzeile
on the continuation page. Mit freundlichen Grüssen
2 Blindzeilen

3 Blindzeilen

envelopes of the Swiss Confederation. Ableilngsleiter Stv. Ableilungschef

Titel Max Muster, Strasse, PLZ Ort

Tel. +41 XXX XXX XX XX, Fax +41 XXX XXX XX XX, max.muster@eda.admin.ch, www.presence.ch 281.0 2/2 281.0
0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Stationery
Letterhead
The black and white version should 12.0 12.0
only be used if there is no colour-printer 14.0
21.0
available. den Stilgefühl angepasst – weniger in ihrer Grundstruktur, als in den Details. Die Veränderungen
CH-3003 Bern, FDFA 1 Blindzeile
54.0
Land
3 Blindzeilen
106.0
3 Blindzeilen
134.0 Beilagen
1 Blindzeile
1 Blindzeile
1 Blindzeile
2 Blindzeilen

3 Blindzeilen



0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Stationery
Facsimile
The guidelines of CD Confederation 12.0 12.0
GEHEIM, Beilagen: V
apply to the facsimile. 14.0

Vertraulich Referenz/Aktenzeichen: Das Briefpapier der Bundesverwaltung
21.0
The composed logo is placed on the top 48.0 bildhaftes Sehen, das Assoziationen mit früher Gesehenem auslöst und Gefühle wachruft.
Fax
1 Blindzeile
1 Blindzeile
right of the page. Begleitblatt zu erfüllen haben, kann eine bestimmte Schriftart nicht generell als gut oder schlecht, als brauchbar
An: Empfänger/Empfängerin 1 Blindzeile
Fax-Nr.: 031 322 53 41 Mit freundlichen Grüssen
2 Blindzeilen
Neither the Logo Confederation nor
3 Blindzeilen
the composed logo is displayed on the 106.0
continuation page. 1 Blindzeile
Ableilngsleiter
3 Blindzeilen
Stv. Ableilungschef
1 Blindzeile
Beilagen
– Fragebogen FDFA
1 Blindzeile
1 Blindzeile
2 Blindzeilen

3 Blindzeilen



0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Stationery
Business Card
Business Card 5.0 5.0
10.0
Business cards are printed double-sided.
Max Muster Bundesgasse 32, CH-3003 Bern

The front is used for representation, PR Manager Tel. +41 31 325 07 46
Mobile +41 79 225 73 45
containing the name and function of Federal Department of Foreign Affairs FDFA Fax +41 31 324 10 60
General Secretariat GS-FDFA max.muster@eda.admin.ch
the holder plus the department and Presence Switzerland 46.0 www.eda.admin.ch 46.0
organisational unit underneath the Logo 54.0 54.0
Confederation. 0 mm 18.0 81.0 85.0 0 mm 7.4 81.0 85.0
Front, size 85 × 54 mm, scaled down presentation, all measurements in mm Back, maximum height of composed logo 10 mm
The back is reserved for detailed
information. It can be adapted to the
specific needs of the organisational
Confederation. The composed 5.0
logo for bilateral projects is placed

6.0
United Kingdom
on the top right.
Bundesgasse 32, CH-3003 Bern

Business cards are printed in one Tel. +41 31 325 07 46
Mobile +41 79 225 73 45
language only. For additional languages Fax +41 31 324 10 60
max.muster@eda.admin.ch
additional business cards will be printed. www.eda.admin.ch 46.0
54.0
Always use the recommended text size 0 mm 7.4 81.0 85.0
found in the business card template. Back, minimum height of Logo Switzerland 6 mm

Stationery
Name Tag
Name Tag 3X
On name tags the composed logo is

placed on the bottom right.
Max Muster
Minimum height of the Logo
Switzerland is 6 mm, maximum height
of the composed logo is 10 mm. 3X
10.0
3X
3X 3X
Maximum height composed logo, 10 mm
6X
Max Muster
6X
6.0
United Kingdom
6X
6X 6X
Minimum height Logo Switzerland, 6 mm, recommended version

Publications
Publications such as press releases, brochures or

information leaflets for bilateral projects should display
the identity of Switzerland and the bilateral connection
between Switzerland and the other country.
Apart from the consistent usage of the logos a specific

visual identity should be established.
Therefore, all publications should express the bilateral

aspect, communicating the values of both Switzerland
and the host country.

Publications
Press Release
is 10 pt (Arial), for heading it is 21 pt bold 14.0
21.0

(Arial). den Fertigungstechniken, auch dem herrschenden Stilgefühl angepasst – weniger in
54.0
The composed logo is placed on the top Medienmitteilung 1 Blindzeile
right of the page. Datum
Sperrfrist
14.02.2008
16.02.2005
90.0
Neither the Logo Confederation nor 106.0

1 Blindzeile
Titel der Medienmitteilung
the composed logo is displayed on the 1 Blindzeile (24 pt.)
Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der
continuation pages. werkzeug, dem Beschreibstoff, den Fertigungstechniken, auch dem herrschen-
Press releases can be published either Sehen, das Assoziationen mit früher Gesehenem auslöst.
1 Blindzeile
in colour (red / white / black) or in black Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit
and white. ihrer Grundstruktur, als in den Details. Die Veränderungen haben sich meistens
1 Blindzeile
1 Blindzeile

0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Publications
Press Release
The black and white version should 12.0 12.0
only be used if there is no colour-printer 14.0
21.0

available. den Fertigungstechniken, auch dem herrschenden Stilgefühl angepasst – weniger in
54.0
Medienmitteilung 1 Blindzeile
90.0
106.0
1 Blindzeile
1 Blindzeile
1 Blindzeile
1 Blindzeile

0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Publications
Press Kit Folder
The composed logo is placed on the 2X
front in the centre.

the back bottom left.
32 mm
www.example.org
2X
2X 3X 6X 3X 2X
2X
2X 2X 2X 2X

Publications
Backdrop
Without Partner/Sponsor Logos 1X
1X
The layout for the backdrop follows

the guidelines defined in chapter 3. www.example.org
The Logo Confederation is always

placed on the top left.
The composed logo is placed either

prominently in the centre or on the top
right of the backdrop.
The background is either red or white.
Layout 1:
Composed logo in the center on a red

background.
1X
1X 2X 1X 6X 3X 1X

Publications
Backdrop
3X
Layout 2:
Composed logo on the top right. www.example.org

3X
Headline Example
Subheadline
3X
3X 6X 6X 3X

Publications
Backdrop
With Partner/Sponsor Logos Sponsor
3X
The composed logo is displayed on the www.example.org

top right, the Logo Confederation and the 3X
logos of the partners/sponsors on the

top left. Note that Logo Confederation
and partner/sponsor logos are always
separated by a horizontal line.
Headline Example
Subheadline
3X
3X 6X 6X 3X

Publications
Power Point
The composed logo must be displayed
left, is used on the cover only. The
recommended logo size is 21 mm on the
cover and 14 mm on all other slides. Headline of the Headline of the
Presentation Presentation
Speaker’s Manuscript:
Use 16 pt or more for the text.

Leave enough space on the right
side for handwritten notes.
Cover Cover
Script

olore modolu.

mmy Headline Headline of the
Presentation
enit iureet ilit


Tel. +41 XXX XXX XX XX, Fax +41 XXX XXX XX XX, max.muster@eda.admin.ch, www.presence.ch
Subheading Cover

Publications
Power Point
The same goes for year and date. Headline Headline

Headline Headline

2000
2001
25% essequam 2005
2006
Sit ese magnit
2007
-10 -5 0 5 10 15 20 25 30 40
71%
Logo size 10 mm

Publications
Power Point
for the various text parts as shown in the 3X
Headline 36 pt
14.0
template.
2X

loreet wisiscilit aci bla 2X

2X

2X

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

Publications
Brochure
Place the composed logo on the front

cover, bottom right, and the Logo
Confederation on the back, bottom left.
6X
Headline
Subheadline
In eos porro aperiri, ut mel habeo menandri constit-
uam. te molestiae elaboraret sea, offendit salutandi
patrioqu no eum. Te sit alii tempor molestiae.
32 mm
www.example.org
6X
6X 12 X 6X 6X 6X 6X 6X 6X
Cover, brochure A4

Publications
Brochure
With Partner/Sponsor Logos 6X
Place the composed logo on the front

cover, bottom right.
Display the Logo Confederation and the

partner/sponsor logos along the bottom
of the back cover. Note that a vertical
bar separates the partner/sponsor logos
6X
Headline
Subheadline
In eos porro aperiri, ut mel habeo menandri constituam.
eum. Te sit alii tempor molestiae.
32 mm
Sponsors
www.example.org
6X
6X
6X 6X 6X 6X 6X 6X 6X 6X
Cover, brochure A4

Publications
Brochure
Inside HEADLINE
Eu 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.
There are no strict layout guidelines for

the layout of inside pages. Follow the
CAPTION
Senconstituam. Te molestiae elaborarseali offendit salpatrioquno
eum. Te sit tempor molestiae, an voluptaria expetendis ius, ieum veri
layout principles outlined in chapter 2. HEADLINE HEAD Eu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis
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,
Subheadline Sub
duo id minim fastidii pericula. Senconstituam. Te molestiae elaborarseali
Use a white border around all photos, 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
ad magna consequissit venim euis num zzril do odigna
autem quismodo eraestie verat. Vullandipis augait augait
irilluptatum velit ea faccum dolor sequat.
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
Theme
nulput nim quat irilluptat ulla faccum et lan henim zzrit Obore dolum velis augiamet
graphics and coloured backgrounds. deliqui scipsustrud doluptatem nullutpat alit iusci blam El euis nos nostrud delesent augait ad ea am delesenit dicat minimunerani elitr intellegam nam. Nec etprompta, nkasd consul,
eum delit, vullam venit, con exer suscidunt lorem nit lam lam, core facidunt veliqua tionum el delestie venis num- duo id minim fastidii pericula.
quat. modolor incidunt ipsustrud estrud tat vullamet vel dui bla
con exeraestie vendit ut luptat. Ut aliquip enibh exercip Cu puto omnium antiopam veranmaiestatis te. Vidit ludus necessit ati-
Obore dolum velis augiamet et luptat vent lore dolut alisisl dolorem do enim el eros- bus ea enimagam vim, cum ei malorum maluisset. Virtdebitisym ut duo
Do not display photos on a red Obore dolum velis augiamet ex ero dolor sum vel exeros to conulpute te te elesed enim enisis eugait ent at prat, idque ratioeaconcludaturquj Et meis
am, core magnibh et num nim zzriureet iniatuerat, sed senim alisit, seniscipit dolent amcortisi tis dolor iure min
Senconstituam. Te molestiae elaborarseali offendit salpatrioquno euguer sequism olutat lorem duis endiam irit volumsan elesto conulput in ent ad del et, con henit wissequiscip
eum. Te sit tempor molestiae, an voluptaria expetendis ius, ieum veri hendio eugiat lorem nisim exer iliquat vel incincidunt in eu feugue delit nis aciliquipit lum vel et euip exerosto et
noster efficiendi. Eamj ex novumr quando legere. Idminimum vgti- ut lutpat, consequi tetum velendigna feuisl et lor iril ullum ulla feumsandrem zzrit autpatie dolorperos nibh exercin
background. Text should be displayed nam necessitatibus no sed, impedit civiractatoslj cuvixi audire gu- quisi. Ignit dolobor erilit la facipis dolor si. ulpute duiscidunt adit, consecte consecte mod ex eugait
bergren aliquyam nominati accommodare. Omnisinsthisnovum leg- Dolessed euguercilis dolorem ilit iriure magnibh essecte velit ut et am dit ilit autat, vel dolore dolorem ent esto cor-
endos dignissim te mea. Cut uquem consequat deterruissusu te dolor ad tionseq uamcommod te dignim autatuer ing euis eraesto dolobore feu feugiamet vel ulla conum volesed
dicat minimunerani elitr intellegam nam. Nec etprompta, nkasd consul, diat. Ut ipsustrud eugiati nciduis at. Rat ver alisi. Em nisl euis nullum nonsecte cortinc iduipsum vulput accum
duo id minim fastidii pericula. ut laor sim veliquipis nim velis adit, si el dolor senissi. dolobor sim zzrit illa feu feuisciliqui tissequi te dolorper
in red, black or white. Try to create a

Metummy nullaor si. Ommy nonse dolore commy non- accum velessissit iure tis dit er sustrud tat velis aci te
Cu puto omnium antiopam veranmaiestatis te. Vidit ludus necessit ati- sent wisi. Em dolorper am zzriusc iliqui esto er il in velit, minis acidunt erit pration sequis adigna facidunt vulput
bus ea enimagam vim, cum ei malorum maluisset. Virtdebitisym ut duo quis nonse feugait ulla faci bla facilla ndionsectet, sum praesequi ero et vendrercil er alit irit volor iure vel il dip el
idque ratioeaconcludaturquj Et meis erit nulluptat nis numsand rerit, sent ilismodipsum dipiscil do exeratet augue mod modiamet numsan ex eu facil ing
in utpatem volor illam quat ver suscili quissed euipit, sis et ullam, si.
visual balance between images and text.

aliquate commodolore dipsustrud eu faccumsandre dunt
ver augueriurem vullum zzrit aliquam doluptatie dolore Am, quatue tat iure velit nibh eniam.
conulla at aci te magnibh endrem irit vulla faciliquisi tat Velendre feugiat, qui ex eummolobore tat il incil ut adig-
utpatuero od eliquis nullaor am, velis nosto consend ig- nim aci Modoloreet nos nostrud tio cortion ulputpatem
nibh eum dio odolorp eriure duismodit lortisl essit prat. zzriure dolor senit la consecte magnim velis essisci liquat
Iriure magnim venisse feu feugait vel ex el dipit la faci aut incinibh eugait num in henim zzrit lummy niametue
eu faccum irillan eriusciniam nostrud min ulluptatem vel zzriure dolor senit la consecte magnim velis essisci liquat
irit nos augait vulla consequisse et, quam vullutet lamet aut incinibh eugait num in henim zzrit lummy niametue
HEADLINE
Bore del dolestrud magniam, consent nonulla feugait, ad magna consequissit venim euis num zzril do odigna
con hendre do euguer in eugait, cor susto conullam del autem quismodo eraestie verat. Vullandipis augait augait
dipsummolese eugait wis nibh er sent vel dipsust isissit irilluptatum velit ea faccum dolor sequat.
nulput nim quat irilluptat ulla faccum et lan henim zzrit Is nonsecte magnibh eum deliquat,
deliqui scipsustrud doluptatem nullutpat alit iusci blam Velit velis ad delismod euisisit nos diamcon ulluptat. Incil
eum delit, vullam venit, con exer suscidunt lorem nit lam dionse faci eugiate facin venibh eum iril in utem zzrit lup-
HEADLINE
quat. tatiscil diat incilis at, consecte volore dipisis alit luptating
Obore dolum velis augiamet ex ero dolor sum vel exeros enibh eugait veliquam, vulla consectem vent lor ip euguer
am, core magnibh et num nim zzriureet iniatuerat, sed acilla faccum irit at ipit adit auguera tionullum iusto dio
euguer sequism olutat lorem duis endiam irit volumsan odip eliquat in ullaore dit eu faccum quis dolore del ilit
hendio eugiat lorem nisim exer iliquat vel incincidunt in inibh eum alit dunt inibh ex eu feugiam zzrit am qui et acil
Subheadline
ut lutpat, consequi tetum velendigna feuisl et lor iril ullum ulputat wisi.
quisi. Ignit dolobor erilit la facipis dolor si. 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 Bore del dolestrud magniam, consent nonulla feugait, zzrit aliquam doluptatie dolore conulla at aci te magnibh Min ut la conulla faccum dolor at nostrud dolore dolessi. augiat endipsum iriurero ea feugue et atueriure modolor-
ulla commod molum zzrilla facipsum ipit wis elesecte. con hendre do euguer in eugait, cor susto conullam del endrem irit vulla faciliquisi tat utpatuero od eliquis nullaor Pate dolortis dolor atum eugait lum vercilit adit iniam, em ate dolessim dolobor iuscilis delis ex ero ex el irit en-
dipsummolese eugait wis nibh er sent vel dipsust isissit am, velis nosto consend ignibh eum dio odolorp eriure quis alis alisl iriliquate do dunt augueratie feugiam etuero dit iliquat autet, velisi. Sustincip esequipit adiamconsent
Ut aliquip enibh exercip wis auguerosto dio od ea commy nulla faccums andiat duismodit lortisl essit prat. conullamet nullam, quam dit numsan vulput ex ex exer- lorperiurem zzrit lor adip er autpatiscil do dolore vullaor
El euis nos nostrud delesent augait ad ea am delesenit nulput nim quat irilluptat ulla faccum et lan henim zzrit Iriure magnim venisse feu feugait vel ex el dipit la faci cinis num ex el ut nonsequ amconsequip el eum do del sum amet ilit iliquip etuerosto essequiscil duis euisi.
lam, core facidunt veliqua tionum el delestie venis num- deliqui scipsustrud doluptatem nullutpat alit iusci blam eu faccum irillan eriusciniam nostrud min ulluptatem vel enibh enim irit nonulluptat prat, veliquatet, quiscipit lam, Et dio cor sequis alit, veliquiscing et lobor iuscidunt iusto
modolor incidunt ipsustrud estrud tat vullamet vel dui bla eum delit, vullam venit, con exer suscidunt lorem nit lam irit nos augait vulla consequisse et, quam vullutet lamet sequipit nit wismodignim dolutpat ip exer ad molent vel in odolort ionulluptat, sum ipsusto eriure modolore te tate
Ad adhuc ludus mea, mea ei hincfac ilisis con exeraestie vendit ut luptat. Ut aliquip enibh exercip quat. ad magna consequissit venim euis num zzril do odigna veliquat, quissequatem dio odo odo consectem dipit vel modiamc onsecte vulla faccum illa alisis do eugait do-
et luptat vent lore dolut alisisl dolorem do enim el eros- autem quismodo eraestie verat. Vullandipis augait augait et velit alisi.Unt exer am nibh ent loborpe rostisl ipis aliq- lorpe rcilla autpatum quat. Ting euiscipis nos augait digna
Dolessed euguercilis dolorem ilit iriure magnibh essecte to conulpute te te elesed enim enisis eugait ent at prat, Obore dolum velis augiamet ex irilluptatum velit ea faccum dolor sequat. uis nulputat lorem num dit venisl ilis alit dolore mincilisisi facinis aute magna facipit ip essequi bla adion velis nul-
dolor ad tionseq uamcommod te dignim autatuer ing euis senim alisit, seniscipit dolent amcortisi tis dolor iure min Ero dolor sum vel exeros am, core magnibh et num nim blandiamet adiamco nsenisim nosto dolorem zzrilis alit lum nos adio odolese quisi.
diat. Ut ipsustrud eugiati nciduis at. Rat ver alisi. Em nisl elesto conulput in ent ad del et, con henit wissequiscip eu zzriureet iniatuerat, sed euguer sequism olutat lorem El euis nos nostrud delesent augait ad ea am delesenit
ut laor sim veliquipis nim velis adit, si el dolor senissi. feugue delit nis aciliquipit lum vel et euip exerosto et ulla duis endiam irit volumsan hendio eugiat lorem nisim exer lam, core facidunt veliqua tionum el delestie venis num-
Metummy nullaor si. Ommy nonse dolore commy non- feumsandrem zzrit autpatie dolorperos nibh exercin ulpute iliquat vel incincidunt in ut lutpat, consequi tetum ve- modolor incidunt ipsustrud estrud tat vullamet vel dui bla
sent wisi. Em dolorper am zzriusc iliqui esto er il in velit, duiscidunt adit, consecte consecte mod ex eugait velit ut lendigna feuisl et lor iril ullum quisi. Ignit dolobor erilit con exeraestie vendit ut luptat. Ut aliquip enibh exercip
in utpatem volor illam quat ver suscili quissed euipit, sis et am dit ilit autat, vel dolore dolorem ent esto coreraesto la facipis dolor si. Dolessed euguercilis dolorem ilit iriure et luptat vent lore dolut alisisl dolorem do enim el eros-
aliquate commodolore dipsustrud eu faccumsandre dunt dolobore feu feugiamet vel ulla conum volesed euis nul- magnibh essecte dolor ad tionseq uamcommod te dignim to conulpute te te elesed enim enisis eugait ent at prat,
CAPTION
ver augueriurem vullum zzrit aliquam doluptatie dolore ut- lum nonsecte cortinc iduipsum vulput accum dolobor sim autatuer ing euis diat. Ut ipsustrud eugiati nciduis at. Rat senim alisit, seniscipit dolent amcortisi tis dolor iure min
patuero od eliquis nullaor am, velis nosto consend ignibh zzrit illa feu feuisciliqui tissequi te dolorper accum veles- ver alisi. Em nisl ut laor sim. elesto conulput in ent ad del et, con henit wissequiscip
eum dio odolorp eriure duismodit lortisl essit prat. sissit iure tis dit er sustrud tat velis aci te minis acidunt eu feugue delit nis aciliquipit lum vel et euip exerosto et
erit pration sequis adigna facidunt vulput praesequi ero Eu nam ipsum aeque mediocritatem. Ad adhuc ludus Metummy nullaor si. ulla feumsandrem zzrit autpatie dolorperos nibh exercin
Obore dolum velis augiamet et vendrercil er alit irit volor iure vel il dip el do exeratet Ommy nonse dolore commy nonsent wisi. Em dolorper ulpute duiscidunt adit, consecte consecte mod ex eugait
Iriure magnim venisse feu feugait vel ex el dipit la faci augue mod modiamet numsan ex eu facil ing et ullam, hincfac ilisis definiebas. am zzriusc iliqui esto er il in velit, quis nonse feugait ulla velit ut et am dit ilit autat, vel dolore dolorem ent esto cor-
eu faccum irillan eriusciniam nostrud min ulluptatem vel si. Am, quatue tat iure velit nibh eniam, velendre feugiat, faci bla facilla ndionsectet, sum erit nulluptat nis numsand eraesto dolobore feu feugiamet vel ulla conum volesed
irit nos augait vulla consequisse et, quam vullutet lamet qui ex eummolobore tat il incil ut adignim aci. Accumsan rerit, sent ilismodipsum dipiscil in utpatem volor illam euis nullum nonsecte cortinc iduipsum vulput accum
quis nonse feugait ulla faci bla facilla ndionsectet, sum utatue te deliscilit praessequam vullum inibh ex euissed quat ver suscili quissed euipit, sis aliquate commodolore dolobor sim zzrit illa feu feuisciliqui tissequi te dolorper
erit nulluptat nis numsand rerit, sent ilismodipsum dipiscil dolorem dolobore consenim ipit lum zzrit numsandreet, dipsustrud eu faccumsandre dunt ver augueriurem vullum accum velessissit iure tis dit er sustrud tat velis aci te Eu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis
Inside

Publications
Invitation
Without Partner / Sponsor Logos With Partner / Sponsor Logos
Place the composed logo on the front,
bottom right, and the Logo Confederation 6X 6X
on the back, bottom left.
If there are partners/sponsors, display

their logos on the back, next to the
Logo Confederation. Note that a vertical
bar separates the partner/sponsor
logos from the Logo Confederation which
6X 6X
is always placed on the very left. Headline Headline
Subheadline Subheadline
www.example.org www.example.org
6X 6X
6X 6X
6X 6X 6X 6X 6X 6X 6X 6X 6X 6X
6X 6X
HEADLINE HERE AND HERE Subheadline HEADLINE HERE AND HERE Subheadline
Rud tate cor sequisim ipit nit wis Rud tate cor sequisim ipit nit wis num at. Rud tate cor sequisim ipit nit wis Rud tate cor sequisim ipit nit wis num at.
num at. Accum illa feum zzriust- num at. Accum illa feum zzriust-
ing etuero con ut velesti ncidunt Subheadline ing etuero con ut velesti ncidunt Subheadline
venim alit wisi. Rud tate cor sequisim ipit nit wis num at. venim alit wisi. Rud tate cor sequisim ipit nit wis num at.
Ed digniatue min utatie dion heni- Ed digniatue min utatie dion heni-
sim exeriusci blamet, vercillamet Subheadline sim exeriusci blamet, vercillamet Subheadline
incipsu sciduisl iustisi. Rud tate cor sequisim ipit nit wis num at. incipsu sciduisl iustisi. Rud tate cor sequisim ipit nit wis num at.
Ilis ea aut aci tem qui blaor irit Ilis ea aut aci tem qui blaor irit
lobore min ut ing exercidunt ac- Subheadline lobore min ut ing exercidunt ac- Subheadline
cumsan hendip ea feugiamcor at Accum illa feum zzriusting etuero con ut velesti cumsan hendip ea feugiamcor at Accum illa feum zzriusting etuero con ut velesti
niam dolent in ex ercincidui blan- ncidunt venim alit wisi. Ed digniatue min utatie dion niam dolent in ex ercincidui blan- ncidunt venim alit wisi. Ed digniatue min utatie dion
dre tie modolor iusto odigniam, henisim exeriusci blamet, vercillamet incipsu scidu- dre tie modolor iusto odigniam, henisim exeriusci blamet, vercillamet incipsu scidu-
ver illaor adiamcommy nit ad tin isl iustisi. Ilis ea aut aci tem qui blaor irit lobore min ver illaor adiamcommy nit ad tin isl iustisi. Ilis ea aut aci tem qui blaor irit lobore min
eliquam commod te min hendre et ut ing exercidunt accumsan hendip ea feugiamcor eliquam commod te min hendre et ut ing exercidunt accumsan hendip ea feugiamcor
ut elesse delit wiscilla aliquam. vercillamet incipsu sciduisl. ut elesse delit wiscilla aliquam. vercillamet incipsu sciduisl.
32 mm 32 mm
Sponsors
6X 6X
6X 6X 6X 6X 6X 6X

Publications
Postcards
Place the composed logo on the front,
bottom right, and the Logo Confederation 3X 3X
on the back, bottom left.

their logos on the back, next to the Logo
Confederation. Note that a vertical bar
separates the partner/sponsor logos from
the Logo Confederation which is always
3X 3X
3X 3X
3X 3X
3X 3X 6X 3X 3X 3X 3X 6X 3X 3X
3X 3X
6X
32 mm
Sponsors
32 mm
3X 6X 3X 3X 3X

Advertising
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.

Publications
Newspaper Ad
The background for the ads without

partner/sponsors is always red.
The composed logo is displayed on

the bottom right, the Logo Confederation
on the bottom left.

Logo Confederation.

requirements.
6X
Headline
Subheadline
www.example.org
6X
6X
6X 6X 6X 6X 6X

Publications
Newspaper Ad
The background for the ads with

partner/sponsors is always white.
The composed logo is displayed on the

bottom right, the Logo Confederation
and the logos of the partners/sponsors
on the bottom left. Note that a vertical
The URL is placed underneath the Logo

Confederation.

requirements. 6X
Headline
Subheadline
Sponsor
www.example.org
6X
6X 6X 6X 6X

Advertising
Poster
The composed logo is displayed 3X 3X

9X 9X
Confederation on the bottom left. Headline Headline

Logo Confederation.

their logos next to the Logo
Confederation, on a white background.
the partner/sponsor logos from the
Logo Confederation which is

requirements.
3X
3X
Sponsors
www.example.org
3X
www.example.org
3X 3X
3X 6X 6X 3X 3X 3X 3X 6X 3X 3X

Advertising
Billboard
6X
The background for the billboards

without partners/sponsors is always red.
Headline
Subheadline
bottom right, the Logo Confederation on
the bottom left.

Logo Confederation.
Respect all minimum distance 3X
requirements.
www.example.org
3X
3X
3X 6X 3X 6X 3X 3X

Advertising
Billboard
6X
The background for the billboards with

partners/sponsors is always white.
Headline
Subheadline
bottom right, the Logo Confederation
and the logos of the partners/sponsors
on the bottom left. Note that a vertical
3X
The URL is placed underneath the Logo
Confederation. Sponsor
www.example.org
3X

3X 3X 6X 6X 3X
requirements.

Multimedia

differ slightly from the print applications, due to
channels.

Multimedia
Website
The composed logo 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 composed logo is placed on the

top right.

Multimedia
Banner
Example House of Switzerland
CI Switzerland when creating banners.
Minimum height of the banner is
81 pixel.
Use Red # E11A27 for the logo as well

as for the background, if needed.

139
5 Logo Applications for Subsidised Activities
5.1 Definition 140
5.2 Umbrella Placement 141

5.2.1 Examples 142
5.2.2 Don’ts 144
5.3 Subordinate Placement 145
December 2008
5.1 Definition 140
Next to its own activities Presence Switzerland

also finances activities of third parties. Third
party project owners are free to adapt the entire CI
Switzerland for their activities. If this is not the
case, Presence Switzerland in return for financial
or material support, gets the opportunity to
display the Logo Switzerland or its own logo in
the communication material of the activities.
The correct placement of the logo must be examined

as the case arises. There are two possible alternatives:
umbrella placement and subordinate placement.
Logo Applications for Subsidised Activities December 2008

5.2 Umbrella Placement 141
In order to create a uniform appearance of Switzerland,

ideally the Logo Switzerland should be displayed
as an umbrella brand whenever Presence Switzerland
sponsors activities together with other Swiss
organisations or companies. The umbrella placement
defines Switzerland as the sender and unites all
Swiss organisations and companies.

5.2.1 Umbrella Placement 142
Examples
As an umbrella brand the Logo

Switzerland is placed either on the right
Official Sponsors Kooperationspartner
or on top of the other logos. The Logo
Switzerland and the remaining logos on
the left or underneath are always
separated by a bar.
Expo Partners
The Logo Switzerland should be

recognisably bigger than the other logos.

requirements.
Official Sponsors
Expo Partners
Official Sponsors
Expo Partners

Examples
Use the layout of the sponsors’ space Official Sponsors
defined above in portrait as well as on

landscape format.
Official Partners
Expo Partners
Official Sponsors
Official Partners
Expo Partners
Expo Partners

Don’ts
Do not use any other layouts of the Official Sponsors Official Sponsors
sponsor block than the one defined

above.
Official Partners Official Partners
Do not create composed logos with

other partner or sponsor logos. Expo Partners Expo Partners
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.
Official Partners
Expo Partners

Where an umbrella placement is not possible,

the Logo Presence Switzerland must be displayed
within the sponsor placement structure.
The same applies for activities where some of

the other sponsors are non-Swiss companies or
institutions.

The height of the logo should be identical

with the height of the other logos
displayed. The minimum width of the
Logo Presence Switzerland is 32 mm.

147
6 Logo Applications for Partner Organisations
6.1 Definition 148
6.2 Logo 149

6.2.1 Placement 150
6.2.2 Don’ts 153
December 2008
6.1 Definition 148
Major international events or programmes/campaigns

initiated by Presence Switzerland are often realised
together with partner organisations.
All communication materials for the overall programme

or campaign published by Presence Switzerland are
applied to the entire CI Switzerland.
Where institutional partner organisations are publishing

their own communication material within joint activities
or general country communication activities, the Logo
Switzerland can be integrated as a bonding element
to the overall programme or campaign, increasing the
recognition of the brand Switzerland.
Logo Applications for Partner Organisations December 2008
6.2 Logo 149
The guidelines in this chapter show possibilities of

integrating the Logo Switzerland into communication
materials of partner organisations.
For details on the logo (colours, fonts, size, etc.) please

refer to chapter 2.

6.2.1 Logo 150
Placement
The Logo Switzerland should have as

much visual impact as possible. Always Brochure, front, white space, with URL as only other element
place the logo on a white background

and use ample white space around it.
Whenever possible, the logo should be

placed either on the top right or bottom
right.
Brochure, back, white space, with URL as only other element

6.2.1 Logo 151
Placement
Wherever possible use more white

space around the logo than just the
minimum exclusion zone.
Large-scale format, i.e. top of backdrop, recommend distance to other graphic elements
Large-scale format, i.e. top of backdrop, minimum exclusion zone

6.2.1 Logo 152
Placement
Recommended placement of the Logo

Switzerland is on the top right or bottom
right.
Logo Applications for Partner Organisations Feindaten Beispiele benötigt December 2008
6.2.2 Logo 153
Don’ts
Do not display the Logo Switzerland

with alternative colours, additional Example Example
borders, distorted text, other fonts or
on coloured backgrounds.
Do not integrate the Logo Switzerland

into a sponsor block.

PARTNER& Example

154
7 Major International Events
7.1 Definition 155 7.3.2 Publications 181

7.3.2.1 Press Release 182
7.2 Logo 156 7.3.2.2 Press Kit Folder 186
7.2.1 House of Switzerland 157 7.3.2.3 Backdrop 187
7.2.2 Swiss Pavilion 161 7.3.2.4 Power Point 190
7.2.3 Partner/Sponsor Logos 165 7.3.2.5 Brochure 194
7.2.4 Don’ts 166 7.3.2.6 Invitation 199
7.3.2.7 Postcards 201
7.3 Application Systems 167 7.3.3 Advertising 202
7.3.1 Stationery 168 7.3.3.1 Newspaper Ad 203
7.3.1.1 Letterhead 169 7.3.3.2 Poster 205
7.3.1.2 Facsimile 173 7.3.3.3 Billboard 206
7.3.1.3 Business Card 175 7.3.4 Multimedia 208
7.3.1.4 Name Tag 176 7.3.4.1 Website 209
7.3.1.5 Backstage Pass 177 7.3.4.2 Banner 210
December 2008
7.1 Definition 155
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.
House of Switzerland and Swiss Pavilion are

independent brands. Therefore, the guidelines for the
graphic design elements and design collateral of
these two brands are outlined in a chapter of its own.
Major International Events December 2008

7.2 Logo 156
For both major events a special logo is used in

communication as well as for exhibition elements.
As the CI 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.

7.2.1 Logo 157
House of Switzerland
The logo for the House of Switzerland

is composed of the Logo Switzerland
and the additional text elements “House
of Switzerland” + the host country/city
and the year. 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

Helvetica 95 Black.

7.2.1 Logo 158
Colours
The Logo House of Switzerland should

appear in colour whenever possible,
red on a white background or white on
a red background. As an exception
the logo may also be used in black and
white.

7.2.1 Logo 159
Size 6 mm
10 mm
In general, the minimum height of the Minimum size for format A5 portrait and
Logo House of Switzerland in print is and bigger
10 mm.
Exception:

smaller than A5 portrait, the minimum
height is 6 mm.
Recommended exclusion zone page
Exclusion Zone

around the Logo House of Switzerland
as shown. This space represents the
minimum distance between the logo
Minimum exclusion zone
and any other design element or text.

7.2.1 Logo 160
Language
The text “House of Switzerland” may

also be displayed in the language of the
Olympic host country. In that case the
wordmark of the Logo Switzerland must
be displayed in the language of the host
country as well.

7.2.2 Logo 161
Swiss Pavilion
The logo for the Swiss Pavilion is

composed of the Logo Switzerland and
the additional text-elements “Swiss
Pavilion” + the “Expo” and the year +
the name of the host city or country.
Therefore, the logo always consists of
two lines. All the 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 city or country. Make sure
that these elements can be used
before creating a new logo and seek
appropriate approvals on the final
design.
Font

Helvetica 95 Black.

7.2.2 Logo 162
Swiss Pavilion
Colours
The Logo Swiss Pavilion should appear

in colour whenever possible, red on
a white background or white on a red
background. As an exception the logo
may also be used in black and white.

7.2.2 Logo 163
Swiss Pavilion
Size 6 mm
10 mm
In general, the minimum height of the Minimum size for format A5 portrait and
Logo Swiss Pavilion in print is 10 mm. and bigger
Exception:
Recommended exclusion zone

smaller than A5 portrait the minimum
height is 6 mm.
Exclusion Zone
Minimum exclusion zone

around the Logo Swiss Pavilion,
as shown. This space represents the
minimum distance between the logo
and any other design element or text.

7.2.2 Logo 164
Swiss Pavilion
Language
The text of the logo may also be

displayed in the language of 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.
As an exception and in appropriate

cases the Logo Switzerland may be
displayed in English or the appropriate
Latin script.

7.2.3 Logo 165
Partner/Sponsor Logos
All major international events Official Sponsors

are supported by either partner
organisations or sponsors.
Partners and sponsors have to

be differentiated by categories.
Categories are defined by the
project owner. See example on Official Partners
the right.
Expo Partners

7.2.4 Logo 166
Don’ts
Do not separate the Logo Switzerland

from the text. Do not create composed
logos with partner or sponsor 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.


7.3 Application Systems 167
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.

7.3.1 Application Systems 168
Stationery
The CI Switzerland does not provide any own

stationery for House of Switzerland and Swiss Pavilion
as these projects are led by Presence Switzerland,
an official unit of the Swiss Confederation. Therefore,
all stationery shown here is applied from the guide-
lines of the Swiss Confederation.
The logos House of Switzerland resp. Swiss Pavilion

appear on all stationery.

7.3.1.1 Application Systems 169
Stationery
Letterhead
House of Switzerland 12.0 12.0
10.0
21.0
Preferred size for letterhead body text den Stilgefühl angepasst – weniger in ihrer Grundstruktur, als in den Details. Die Veränderungen
is 10 pt (Arial). CH-3003 Bern, FDFA
1 Blindzeile
54.0
The letterhead template provided is Zusatzbezeichnung
Adresse
1 Blindzeile
2 Blindzeilen
standard A4 size (210 mm × 297 mm). PLZ, Ort
Land
3 Blindzeilen
US partners may adapt the design 106.0
to American letterhead size, if needed. Ihr Zeichen: MMU
Unser Zeichen: MMU
Ableilngsleiter
3 Blindzeilen
Stv. Ableilungschef
134.0 Beilagen
The Logo House of Switzerland is 1 Blindzeile
– Fragebogen FDFA
1 Blindzeile
placed on the top right of the page. This Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der jeweiligen Schreib-
Official Sponsors
applies to letterheads for use within haben sich meistens unmerklich über längere Zeiträume hin vollzogen. Jede Rezeption von Schrift
Switzerland as well as to letterheads 1 Blindzeile
zu erfüllen haben, kann eine bestimmte Schriftart nicht generell als gut oder schlecht, als brauchbar Official Partners
used abroad. oder unbrauchbar taxiert werden. Schriften für Mengensatz unterliegen anderen Kriterien als
1 Blindzeile
2 Blindzeilen
Expo Partners
Neither the Logo Confederation nor the Eidgenössisches Departement für auswärtige Angelegenheiten
3 Blindzeilen
Logo House of Switzerland is displayed

on the continuation page. Ableilngsleiter Stv. Ableilungschef

Partner/sponsor logos are displayed Titel Max Muster, Strasse, PLZ Ort
at the very end of the text, underneath FDFA, Dep. x, Xxxxxxx 291.0 FDFA, Dep. x, Xxxxxxx 291.0
the part with signatures and list of 0 mm 30.0 190.0 0 mm 30.0 190.0 197.0
attachments.

envelopes of the Swiss Confederation.

Stationery
Letterhead
10.0
21.0
The black and white version should den Stilgefühl angepasst – weniger in ihrer Grundstruktur, als in den Details. Die Veränderungen
only be used if there is no colour-printer CH-3003 Bern, FDFA
1 Blindzeile
54.0
available. Persönlich
Anrede
Land
3 Blindzeilen
106.0
3 Blindzeilen
134.0 Beilagen
1 Blindzeile
Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der jeweiligen Schreib- Official Sponsors
1 Blindzeile
1 Blindzeile
2 Blindzeilen
Expo Partners

3 Blindzeilen



0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Stationery
Letterhead
Swiss Pavilion 12.0 12.0
10.0
21.0
Preferred size for letterhead body text den Stilgefühl angepasst – weniger in ihrer Grundstruktur, als in den Details. Die Veränderungen
is 10 pt (Arial). CH-3003 Bern, FDFA
1 Blindzeile
54.0
The letterhead template provided is Zusatzbezeichnung
Adresse
1 Blindzeile
2 Blindzeilen
standard A4 size (210 mm × 297 mm). PLZ, Ort
Land
3 Blindzeilen
US partners may adapt the design 106.0
to American letterhead size, if needed. Ihr Zeichen: MMU
Unser Zeichen: MMU
Ableilngsleiter
3 Blindzeilen
Stv. Ableilungschef
134.0 Beilagen
The Logo Swiss Pavilion is placed on 1 Blindzeile
– Fragebogen FDFA
1 Blindzeile
the top right of the page. This applies to Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der jeweiligen Schreib-
Official Sponsor
letterheads for use within Switzerland haben sich meistens unmerklich über längere Zeiträume hin vollzogen. Jede Rezeption von Schrift
as well as to letterheads used abroad. 1 Blindzeile
1 Blindzeile
Neither the Logo Confederation nor the Mit freundlichen Grüssen
2 Blindzeilen
Expo Partners
Logo Swiss Pavilion is displayed on the Eidgenössisches Departement für auswärtige Angelegenheiten
3 Blindzeilen
continuation page.
Partner/sponsor logos are displayed Federal Department of Foreign Affairs FDFA

at the very end of the text, underneath Titel Max Muster, Strasse, PLZ Ort
the part with signatures and list of FDFA, Dep. x, Xxxxxxx 291.0 FDFA, Dep. x, Xxxxxxx 291.0
attachments. 0 mm 30.0 190.0 0 mm 30.0 190.0 197.0
envelopes of the Swiss Confederation.

Stationery
Letterhead
10.0
21.0
The black and white version should den Stilgefühl angepasst – weniger in ihrer Grundstruktur, als in den Details. Die Veränderungen
only be used if there is no colour-printer CH-3003 Bern, FDFA
1 Blindzeile
54.0
available. Persönlich
Anrede
Land
3 Blindzeilen
106.0
3 Blindzeilen
134.0 Beilagen
1 Blindzeile
Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der jeweiligen Schreib- Official Sponsor
1 Blindzeile
1 Blindzeile
2 Blindzeilen
Expo Partners

3 Blindzeilen



0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Stationery
Facsimile
GEHEIM, Beilagen: V
10.0 Vertraulich Referenz/Aktenzeichen: Das Briefpapier der Bundesverwaltung
21.0
The guidelines of CD Confederation den Stilgefühl angepasst – weniger in ihrer Grundstruktur, als in den Details. Die Veränderungen
apply to the facsimile. 48.0 bildhaftes Sehen, das Assoziationen mit früher Gesehenem auslöst und Gefühle wachruft.
Fax
1 Blindzeile
54.0
1 Blindzeile
Begleitblatt zu erfüllen haben, kann eine bestimmte Schriftart nicht generell als gut oder schlecht, als brauchbar
The Logo House of Switzerland is An:
Fax-Nr.:
031 322 53 41
1 Blindzeile
2 Blindzeilen
placed on the top right of the page.
3 Blindzeilen
106.0
Neither the Logo Confederation nor the 1 Blindzeile
Ableilngsleiter
3 Blindzeilen
Stv. Ableilungschef
1 Blindzeile
Logo House of Switzerland is displayed Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der jeweiligen Schreib-
Beilagen
on the continuation page. haben sich meistens unmerklich über längere Zeiträume hin vollzogen. Jede Rezeption von Schrift
– Fragebogen FDFA
1 Blindzeile
Official Sponsors
Partner/sponsor logos are displayed oder unbrauchbar taxiert werden. Schriften für Mengensatz unterliegen anderen Kriterien als
1 Blindzeile
at the very end of the text, underneath Mit freundlichen Grüssen
2 Blindzeilen
Official Partners
the part with signatures and list of Eidgenössisches Departement für auswärtige Angelegenheiten
3 Blindzeilen
attachments. Dr. Max Muster: Peter Schneider

Ableilngsleiter Stv. Ableilungschef Expo Partners


0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Stationery
Facsimile
GEHEIM, Beilagen: V
10.0 Vertraulich Referenz/Aktenzeichen: Das Briefpapier der Bundesverwaltung
21.0
The guidelines of CD Confederation den Stilgefühl angepasst – weniger in ihrer Grundstruktur, als in den Details. Die Veränderungen
apply to the facsimile. 48.0 bildhaftes Sehen, das Assoziationen mit früher Gesehenem auslöst und Gefühle wachruft.
Fax
1 Blindzeile
54.0
1 Blindzeile
Begleitblatt zu erfüllen haben, kann eine bestimmte Schriftart nicht generell als gut oder schlecht, als brauchbar
The Logo Swiss Pavilion is placed on An:
Fax-Nr.:
031 322 53 41
1 Blindzeile
2 Blindzeilen
the top right of the page.
3 Blindzeilen
106.0
Neither the Logo Confederation nor the 1 Blindzeile
Ableilngsleiter
3 Blindzeilen
Stv. Ableilungschef
1 Blindzeile
Logo Swiss Pavilion is displayed on the Unsere Buchstaben sind langsam gewachsen. Sie haben sich im Lauf der Zeit der jeweiligen Schreib-
Beilagen
continuation page. haben sich meistens unmerklich über längere Zeiträume hin vollzogen. Jede Rezeption von Schrift
– Fragebogen FDFA
1 Blindzeile
Official Sponsor
Partner/sponsor logos are displayed oder unbrauchbar taxiert werden. Schriften für Mengensatz unterliegen anderen Kriterien als
1 Blindzeile
at the very end of the text, underneath Mit freundlichen Grüssen
2 Blindzeilen
Official Partners
the part with signatures and list of Eidgenössisches Departement für auswärtige Angelegenheiten
3 Blindzeilen
attachments. Dr. Max Muster: Peter Schneider

Ableilngsleiter Stv. Ableilungschef Expo Partners


0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Stationery
Business Card
Business Card House of Switzerland
Business cards are printed double-sided.
5.0 5.0
The front is used for representation,

containing the name and function of
the holder plus the department and
organisational unit underneath the Logo Max Muster Bundesgasse 32, CH-3003 Bern
PR Manager Tel. +41 31 325 07 46
Confederation. Federal Department of Foreign Affairs FDFA
Mobile +41 79 225 73 45
Fax +41 31 324 10 60
Presence Switzerland 46.0 www.eda.admin.ch 46.0
The back is reserved for detailed

54.0 54.0
information. It can be adapted to the

0 mm 18.0 81.0 85.0 0 mm 7.4 81.0 85.0
specific needs of the organisational

Front, size 85 x 54 mm, scaled down presentation, all measurements in mm Back
Confederation. The Logo House
of Switzerland resp. Swiss Pavilion
Business Card Swiss Pavilion
is placed on the top right.
5.0 5.0
Business cards are printed in one

language only. For additional languages
additional business cards will be printed.
Max Muster Bundesgasse 32, CH-3003 Bern
PR Manager Tel. +41 31 325 07 46
Mobile +41 79 225 73 45
Always use the recommended text size Federal Department of Foreign Affairs FDFA Fax +41 31 324 10 60
found in the business card template. Presence Switzerland 46.0 www.eda.admin.ch 46.0
54.0 54.0
0 mm 18.0 81.0 85.0 0 mm 7.4 81.0 85.0
Front, size 85 x 54 mm, scaled down presentation, all measurements in mm Back

Stationery
Name Tag
On name tags the Logo House of 3X
Switzerland resp. Swiss Pavilion is

placed on the bottom right.
Minimum height of the logo is 6 mm, Max Muster

maximum height is 10 mm.
3X
3X
3X 6X 3X
Name Tag House of Switzerland
3X
Max Muster
3X
3X
3X 6X 3X
Name Tag Swiss Pavilion

Stationery
Backstage Pass
Front 6X
3X
14.0
The Logo House of Switzerland resp.
Swiss Pavilion is placed on the top right 6X
3X
of the backstage pass.
The size of the backstage pass shown

House of Switzerland House of Switzerland
on the right is a possible example. There Accreditation Accreditation
is no regulated size for the backstage
pass. It is important, though, that the
logo is not smaller than minimum
height. If possible use the full width of
the backstage pass for the logo.
Minimum height of the logo is 6 mm, This access card is not transferable. The card holder is obliged to respect the 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
maximum height is 14 mm. revocation o f the access c ard and/or t he l oss of a ll r ights granted w ith i ts
rules of the House of Switzerland 2008.Any violation of the rules may result in
revocation o f the access c ard and/or t he l oss of a ll r ights granted w ith i ts
issuance
issuance.
3X
3X
3X 6X 3X 3X 6X 3X
Front backstage pass House of Switzerland Front backstage pass House of Switzerland (Chinese)

Stationery
Backstage-Pass
Back 6X
The Logo Confederation is placed on

the top left of the backstage pass. 6X
Official Sponsors
Minimum height of the logo is 6 mm,

maximum height is 14 mm.
Official Partners
Logos of partner/sponsors are displayed

in hierarchical order on the back of
Expo Partners
the backstage pass, underneath the
Logo Confederation. Note that Logo
Confederation and partner/sponsor
logos are always separated by a
horizontal line.
3X
3X 3X
Back backstage pass

Stationery
Backstage-Pass
Backstage pass, examples House of Switzerland Backstage pass, examples Swiss Pavilion
Colours
Primary colours for the backstage

passes are red, white and black, as
defined in chapter 2.5.
Accreditation Accreditation
Secondary colours are used to identify

the group and function of the carrier.
This access card is not transferable. The card holder is obliged to respect the 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 rules of the House of Switzerland 2008.Any violation of the rules may result in
revocation o f the access c ard and/or t he l oss of a ll r ights granted w ith i ts revocation o f the access c ard and/or t he l oss of a ll r ights granted w ith i ts
issuance issuance
. .
Executive Member All Access Expo / Organisation Executive Member All Access Expo / Organisation

Accreditation Accreditation
This access card is not transferable. The card holder is obliged to respect the 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 rules of the House of Switzerland 2008.Any violation of the rules may result in
revocation o f the access c ard and/or t he l oss of a ll r ights granted w ith i ts revocation o f the access c ard and/or t he l oss of a ll r ights granted w ith i ts
issuance issuance
.
VIP - Guests Security Security VIP - Guests

Stationery
Backstage-Pass
Secondary Colours
Only use the secondary colours

defined here.
Colour Colour Colour Colour

CMYK 70 /10 /100 / 0 CMYK 90 / 70 / 0 / 0 CMYK 60 / 15 / 0 / 0 CMYK 0 / 40 / 100 / 0
Pantone 376 C / 376 U Pantone 2728 C / 2728 U Pantone 298 C / 298 U Pantone 130 C / 129 U
RGB 91 /161 / 40 RGB 30 / 84 /158 RGB 103 /179 / 223 RGB 246 /168 / 0
HEX # 5BA128 HEX # 1E549E HEX # 67B3DF HEX # F6A800
Colour Colour Colour Colour

CMYK 0 / 0 / 0 / 100 CMYK 0 / 20 / 100 / 60 CMYK 25 /100 /100 / 20 CMYK 100 / 0 /100 / 20
Pantone Pro. Black C / Pro. Blac U Pantone 4495 C / 456 U Pantone 484 C / 173 U Pantone 356 C / 356 U
RGB 0 / 0 / 0 RGB 133 /109 / 0 RGB 161 / 20 / 28 RGB 0 /124/ 48
HEX # 000000 HEX # 856d00 HEX # A1141C HEX # 007C30
Colour Colour
CMYK 0 / 0 / 0 / 6 0 CMYK 0 / 0 / 0 / 0
Pantone 424 C / 424 U –
RGB 135 /136/138 RGB 255 / 255 / 255
HEX # 87888A HEX # FFFFFF

Publications
Publications such as press releases, brochures

or information leaflets should display the identity
of Switzerland.
Apart from the consistent usage of the logos a

specific visual identity should be established
and followed to communicate the Brand Identity
Switzerland.

Publications
Press Release
10.0
21.0
Preferred size for letterhead body text den Fertigungstechniken, auch dem herrschenden Stilgefühl angepasst – weniger in
is 10 pt (Arial), for heading it is 21 pt bold unmerklich über längere Zeiträume hin vollzogen. Jede Rezeption von Schrift –
54.0
(Arial). Medienmitteilung 1 Blindzeile
The Logo House of Switzerland is 90.0
placed on the top right of the page. 106.0

1 Blindzeile
Neither Logo Confederation nor Logo werkzeug, dem Beschreibstoff, den Fertigungstechniken, auch dem herrschen-
House of Switzerland is displayed on Die Veränderungen haben sich meistens unmerklich über längere Zeiträume
the continuation pages. Sehen, das Assoziationen mit früher Gesehenem auslöst. Official Sponsors
1 Blindzeile
Partner/sponsor logos are displayed ihrer Grundstruktur, als in den Details. Die Veränderungen haben sich meistens
Official Partners
at the very end of the text, underneath also auch von Typografie – erfolgt auf zweierlei Art: erstens als eigentliches Lesen,
1 Blindzeile
the part with the contact information. Daher, und weil Druckschriften verschiedenen Ansprüchen genügen, verschiedene
Expo Partners
Press releases can be published either Schriften, sparsam und gekonnt eingesetzt, können die Aufmerksamkeit.
1 Blindzeile
in colour (red/white/black) or in black and Kontakt/Rückfragen:

white.
0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Publications
Press Release
10.0
21.0
The black and white version should den Fertigungstechniken, auch dem herrschenden Stilgefühl angepasst – weniger in
only be used if there is no colour-printer unmerklich über längere Zeiträume hin vollzogen. Jede Rezeption von Schrift –
54.0
available. Medienmitteilung 1 Blindzeile
90.0
106.0
1 Blindzeile
Sehen, das Assoziationen mit früher Gesehenem auslöst. Official Sponsors
1 Blindzeile
Official Partners
1 Blindzeile
Expo Partners
1 Blindzeile

0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Publications
Press Release
10.0
21.0
Preferred size for letterhead body text den Fertigungstechniken, auch dem herrschenden Stilgefühl angepasst – weniger in
is 10 pt (Arial), for heading it is 21 pt bold unmerklich über längere Zeiträume hin vollzogen. Jede Rezeption von Schrift –
54.0
(Arial). Medienmitteilung 1 Blindzeile
The Logo Swiss Pavilion is placed on 90.0
the top right of the page. 106.0

1 Blindzeile
Neither Logo Confederation nor werkzeug, dem Beschreibstoff, den Fertigungstechniken, auch dem herrschen-
Logo Swiss Pavilion is displayed on Die Veränderungen haben sich meistens unmerklich über längere Zeiträume
the continuation pages. Sehen, das Assoziationen mit früher Gesehenem auslöst. Official Sponsor
1 Blindzeile
Partner/sponsor logos are displayed ihrer Grundstruktur, als in den Details. Die Veränderungen haben sich meistens
Official Partners
at the very end of the text, underneath also auch von Typografie – erfolgt auf zweierlei Art: erstens als eigentliches Lesen,
1 Blindzeile
the part with the contact information. Daher, und weil Druckschriften verschiedenen Ansprüchen genügen, verschiedene
Expo Partners
Press releases can be published either Schriften, sparsam und gekonnt eingesetzt, können die Aufmerksamkeit.
1 Blindzeile
in colour (red/white/black) or in black Kontakt/Rückfragen:

and white.
0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Publications
Press Release
10.0
21.0
The black and white version should den Fertigungstechniken, auch dem herrschenden Stilgefühl angepasst – weniger in
only be used if there is no colour-printer unmerklich über längere Zeiträume hin vollzogen. Jede Rezeption von Schrift –
54.0
available. Medienmitteilung 1 Blindzeile
90.0
106.0
1 Blindzeile
Sehen, das Assoziationen mit früher Gesehenem auslöst. Official Sponsor
1 Blindzeile
Official Partners
1 Blindzeile
Expo Partners
1 Blindzeile

0 mm 30.0 190.0 0 mm 30.0 190.0 197.0

Publications
Press Kit Folder
The Logo House of Switzerland resp. 3X
Swiss Pavilion is placed on the front in

the centre.
3X

the back bottom left. There are no
partner/sponsor logos displayed on
press kit folders.
32 mm
www.example.org
3X
32 mm
3X 6X 6X 6X 3X
www.example.org
3X
3X 6X 6X 6X 3X
3X
3X 3X 3X
3X
Folder House of Switzerland
3X 3X 3X
Major International Events Folder Swiss Pavilion December 2008

Publications
Backdrop
3X
The background colour of the

backdrop without partner/sponsor www.example.org
logos is red.
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 longer than half the
width of the backdrop.
Underneath this, the Logo House of

Switzerland resp. Swiss Pavilion is
displayed in a repetitive pattern across
the whole backdrop.
If there is a URL displayed, it is always

placed directly underneath the Logo 3X
Confederation.
3X 6X 6X 3X 3X

Publications
Backdrop
Example Swiss Pavilion Example House of Switzerland
The backdrop without partner/ www.example.org www.example.org
sponsors can also display a picture

underneath the Logo House of Headline Example Headline Example
Switzerland resp. Swiss Pavilion and
the Logo Confederation. The
background colour is always red.
Note that the Logo House of

should never run longer than
half the width of the backdrop.
Headline Example Headline Example


Publications
Backdrop
The background colour of the www.example.org

backdrop with partner/sponsor logos
is white.

resp. Swiss Pavilion is placed on the
top right, the Logo Confederation
on the top left. The Logo House of
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 sponsor(s) are
displayed in a repetitive pattern across
the whole backdrop.
The Logo House of Switzerland resp. 3X
Swiss Pavilion is displayed in colour,

3X 6X 6X 3X
the logo(s) of the sponsor(s) in black
Backdrop with partners/sponsors
and white.

Publications
Power Point
Example House of Switzerland Example Swiss Pavilion
resp. Swiss Pavilion must be displayed
left, is used on the cover only.

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

olore modolu.


mmy

Presentation Presentation
enit iureet ilit


Tel. +41 XXX XXX XX XX, Fax +41 XXX XXX XX XX, max.muster@eda.admin.ch, www.presence.ch

Publications
Power Point
Example House of Switzerland Example Swiss Pavilion
The same goes for year and date.
Headline Headline

Headline Headline

2000
2001
25% essequam 2005
2006
Sit ese magnit
2007
-10 -5 0 5 10 15 20 25 30 40
71%

Publications
Power Point
Partner/Sponsor Logos
If partners/sponsors are mentioned

in a power point presentation they are
Headline
displayed on a separate slide.
Official Sponsors
Endion esto dignibh et vele
acipsum qui blam i
Official Partners
Expo Partners
Date Sheet/Page Adresser

Publications
Power Point
for the various text parts as shown in the 4X
template.
Headline 36 pt 10.0

loreet wisiscilit aci bla

4X
4X
4X 4X 4X 4X

Publications
Brochure
House of Switzerland 6X
With Partner / Sponsor Logos

front cover.
Place the Logo House of Switzerland

on the front cover, bottom right.
Display the Logo Confederation

and the partner and sponsor logos
Note that a vertical bar separates the 6X
partner/sponsor logos from the Headline

Subheadline
In eos porro aperiri, ut mel habeo menandri constituam.
placed on the very left. te molestiae elaboraret sea, offendit salutandi patrioqu no
eum. Te sit alii tempor molestiae.
32 mm
Sponsors
www.example.org
6X
6X
6X 6X 6X 6X 6X 6X 6X
Cover, brochure A4

Publications
Brochure
If there are no partner/sponsors, also

use a red background for the cover,
applying the guidelines for brochures
defined in chapter 3.
6X
Headline
Subheadline
32 mm
www.example.org
6X
6X 12 X 6X 6X 6X 6X 6X 6X
Cover, brochure A4

Publications
Brochure
House of Switzerland HEADLINE
Inside aeque mediocritatem. Ad adhuc ludus mea, mea ei

There are no strict layout guidelines for

CAPTION
Senconstituam. Te molestiae elaborarseali offendit salpatrioquno
eum. Te sit tempor molestiae, an voluptaria expetendis ius, ieum veri
the layout of inside pages. Follow the HEADLINE HEAD Eu nam ipsum aeque mediocritatem. Ad adhuc ludus mea, mea ei hincfac ilisis
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,
Subheadline Sub
duo id minim fastidii pericula. Senconstituam. Te molestiae elaborarseali
layout principles outlined in chapter 2. 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
ad magna consequissit venim euis num zzril do odigna
autem quismodo eraestie verat. Vullandipis augait augait
irilluptatum velit ea faccum dolor sequat.
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
Theme
nulput nim quat irilluptat ulla faccum et lan henim zzrit Obore dolum velis augiamet
Use a white border around all photos, deliqui scipsustrud doluptatem nullutpat alit iusci blam El euis nos nostrud delesent augait ad ea am delesenit dicat minimunerani elitr intellegam nam. Nec etprompta, nkasd consul,
eum delit, vullam venit, con exer suscidunt lorem nit lam lam, core facidunt veliqua tionum el delestie venis num- duo id minim fastidii pericula.
quat. modolor incidunt ipsustrud estrud tat vullamet vel dui bla
con exeraestie vendit ut luptat. Ut aliquip enibh exercip Cu puto omnium antiopam veranmaiestatis te. Vidit ludus necessit ati-
Obore dolum velis augiamet et luptat vent lore dolut alisisl dolorem do enim el eros- bus ea enimagam vim, cum ei malorum maluisset. Virtdebitisym ut duo
graphics and coloured backgrounds. Obore dolum velis augiamet ex ero dolor sum vel exeros to conulpute te te elesed enim enisis eugait ent at prat, idque ratioeaconcludaturquj Et meis
am, core magnibh et num nim zzriureet iniatuerat, sed senim alisit, seniscipit dolent amcortisi tis dolor iure min
Senconstituam. Te molestiae elaborarseali offendit salpatrioquno euguer sequism olutat lorem duis endiam irit volumsan elesto conulput in ent ad del et, con henit wissequiscip
eum. Te sit tempor molestiae, an voluptaria expetendis ius, ieum veri hendio eugiat lorem nisim exer iliquat vel incincidunt in eu feugue delit nis aciliquipit lum vel et euip exerosto et
noster efficiendi. Eamj ex novumr quando legere. Idminimum vgti- ut lutpat, consequi tetum velendigna feuisl et lor iril ullum ulla feumsandrem zzrit autpatie dolorperos nibh exercin
Do not display photos on a red back- nam necessitatibus no sed, impedit civiractatoslj cuvixi audire gu- quisi. Ignit dolobor erilit la facipis dolor si. ulpute duiscidunt adit, consecte consecte mod ex eugait
bergren aliquyam nominati accommodare. Omnisinsthisnovum leg- Dolessed euguercilis dolorem ilit iriure magnibh essecte velit ut et am dit ilit autat, vel dolore dolorem ent esto cor-
endos dignissim te mea. Cut uquem consequat deterruissusu te dolor ad tionseq uamcommod te dignim autatuer ing euis eraesto dolobore feu feugiamet vel ulla conum volesed
dicat minimunerani elitr intellegam nam. Nec etprompta, nkasd consul, diat. Ut ipsustrud eugiati nciduis at. Rat ver alisi. Em nisl euis nullum nonsecte cortinc iduipsum vulput accum
duo id minim fastidii pericula. ut laor sim veliquipis nim velis adit, si el dolor senissi. dolobor sim zzrit illa feu feuisciliqui tissequi te dolorper
ground. Text should be displayed in red,

Metummy nullaor si. Ommy nonse dolore commy non- accum velessissit iure tis dit er sustrud tat velis aci te
Cu puto omnium antiopam veranmaiestatis te. Vidit ludus necessit ati- sent wisi. Em dolorper am zzriusc iliqui esto er il in velit, minis acidunt erit pration sequis adigna facidunt vulput
bus ea enimagam vim, cum ei malorum maluisset. Virtdebitisym ut duo quis nonse feugait ulla faci bla facilla ndionsectet, sum praesequi ero et vendrercil er alit irit volor iure vel il dip el
idque ratioeaconcludaturquj Et meis erit nulluptat nis numsand rerit, sent ilismodipsum dipiscil do exeratet augue mod modiamet numsan ex eu facil ing
in utpatem volor illam quat ver suscili quissed euipit, sis et ullam, si.
black or white. Try to create a visual

aliquate commodolore dipsustrud eu faccumsandre dunt
ver augueriurem vullum zzrit aliquam doluptatie dolore Am, quatue tat iure velit nibh eniam.
conulla at aci te magnibh endrem irit vulla faciliquisi tat Velendre feugiat, qui ex eummolobore tat il incil ut adig-
utpatuero od eliquis nullaor am, velis nosto consend ig- nim aci Modoloreet nos nostrud tio cortion ulputpatem
nibh eum dio odolorp eriure duismodit lortisl essit prat. zzriure dolor senit la consecte magnim velis essisci liquat
Iriure magnim venisse feu feugait vel ex el dipit la faci aut incinibh eugait num in henim zzrit lummy niametue
balance between images and text. eu faccum irillan eriusciniam nostrud min ulluptatem vel
irit nos augait vulla consequisse et, quam vullutet lamet
zzriure dolor senit la consecte magnim velis essisci liquat
aut incinibh eugait num in henim zzrit lummy niametue
HEADLINE
Bore del dolestrud magniam, consent nonulla feugait, ad magna consequissit venim euis num zzril do odigna
con hendre do euguer in eugait, cor susto conullam del autem quismodo eraestie verat. Vullandipis augait augait
dipsummolese eugait wis nibh er sent vel dipsust isissit irilluptatum velit ea faccum dolor sequat.
nulput nim quat irilluptat ulla faccum et lan henim zzrit Is nonsecte magnibh eum deliquat,
deliqui scipsustrud doluptatem nullutpat alit iusci blam Velit velis ad delismod euisisit nos diamcon ulluptat. Incil
eum delit, vullam venit, con exer suscidunt lorem nit lam dionse faci eugiate facin venibh eum iril in utem zzrit lup-
HEADLINE
quat. tatiscil diat incilis at, consecte volore dipisis alit luptating
Obore dolum velis augiamet ex ero dolor sum vel exeros enibh eugait veliquam, vulla consectem vent lor ip euguer
am, core magnibh et num nim zzriureet iniatuerat, sed acilla faccum irit at ipit adit auguera tionullum iusto dio
euguer sequism olutat lorem duis endiam irit volumsan odip eliquat in ullaore dit eu faccum quis dolore del ilit
hendio eugiat lorem nisim exer iliquat vel incincidunt in inibh eum alit dunt inibh ex eu feugiam zzrit am qui et acil
Subheadline
ut lutpat, consequi tetum velendigna feuisl et lor iril ullum ulputat wisi.
quisi. Ignit dolobor erilit la facipis dolor si. 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 Bore del dolestrud magniam, consent nonulla feugait, zzrit aliquam doluptatie dolore conulla at aci te magnibh Min ut la conulla faccum dolor at nostrud dolore dolessi. augiat endipsum iriurero ea feugue et atueriure modolor-
ulla commod molum zzrilla facipsum ipit wis elesecte. con hendre do euguer in eugait, cor susto conullam del endrem irit vulla faciliquisi tat utpatuero od eliquis nullaor Pate dolortis dolor atum eugait lum vercilit adit iniam, em ate dolessim dolobor iuscilis delis ex ero ex el irit en-
dipsummolese eugait wis nibh er sent vel dipsust isissit am, velis nosto consend ignibh eum dio odolorp eriure quis alis alisl iriliquate do dunt augueratie feugiam etuero dit iliquat autet, velisi. Sustincip esequipit adiamconsent
Ut aliquip enibh exercip wis auguerosto dio od ea commy nulla faccums andiat duismodit lortisl essit prat. conullamet nullam, quam dit numsan vulput ex ex exer- lorperiurem zzrit lor adip er autpatiscil do dolore vullaor
El euis nos nostrud delesent augait ad ea am delesenit nulput nim quat irilluptat ulla faccum et lan henim zzrit Iriure magnim venisse feu feugait vel ex el dipit la faci cinis num ex el ut nonsequ amconsequip el eum do del sum amet ilit iliquip etuerosto essequiscil duis euisi.
lam, core facidunt veliqua tionum el delestie venis num- deliqui scipsustrud doluptatem nullutpat alit iusci blam eu faccum irillan eriusciniam nostrud min ulluptatem vel enibh enim irit nonulluptat prat, veliquatet, quiscipit lam, Et dio cor sequis alit, veliquiscing et lobor iuscidunt iusto
modolor incidunt ipsustrud estrud tat vullamet vel dui bla eum delit, vullam venit, con exer suscidunt lorem nit lam irit nos augait vulla consequisse et, quam vullutet lamet sequipit nit wismodignim dolutpat ip exer ad molent vel in odolort ionulluptat, sum ipsusto eriure modolore te tate
Ad adhuc ludus mea, mea ei hincfac ilisis con exeraestie vendit ut luptat. Ut aliquip enibh exercip quat. ad magna consequissit venim euis num zzril do odigna veliquat, quissequatem dio odo odo consectem dipit vel modiamc onsecte vulla faccum illa alisis do eugait do-
et luptat vent lore dolut alisisl dolorem do enim el eros- autem quismodo eraestie verat. Vullandipis augait augait et velit alisi.Unt exer am nibh ent loborpe rostisl ipis aliq- lorpe rcilla autpatum quat. Ting euiscipis nos augait digna
Dolessed euguercilis dolorem ilit iriure magnibh essecte to conulpute te te elesed enim enisis eugait ent at prat, Obore dolum velis augiamet ex irilluptatum velit ea faccum dolor sequat. uis nulputat lorem num dit venisl ilis alit dolore mincilisisi facinis aute magna facipit ip essequi bla adion velis nul-
dolor ad tionseq uamcommod te dignim autatuer ing euis senim alisit, seniscipit dolent amcortisi tis dolor iure min Ero dolor sum vel exeros am, core magnibh et num nim blandiamet adiamco nsenisim nosto dolorem zzrilis alit lum nos adio odolese quisi.
diat. Ut ipsustrud eugiati nciduis at. Rat ver alisi. Em nisl elesto conulput in ent ad del et, con henit wissequiscip eu zzriureet iniatuerat, sed euguer sequism olutat lorem El euis nos nostrud delesent augait ad ea am delesenit
ut laor sim veliquipis nim velis adit, si el dolor senissi. feugue delit nis aciliquipit lum vel et euip exerosto et ulla duis endiam irit volumsan hendio eugiat lorem nisim exer lam, core facidunt veliqua tionum el delestie venis num-
Metummy nullaor si. Ommy nonse dolore commy non- feumsandrem zzrit autpatie dolorperos nibh exercin ulpute iliquat vel incincidunt in ut lutpat, consequi tetum ve- modolor incidunt ipsustrud estrud tat vullamet vel dui bla
sent wisi. Em dolorper am zzriusc iliqui esto er il in velit, duiscidunt adit, consecte consecte mod ex eugait velit ut lendigna feuisl et lor iril ullum quisi. Ignit dolobor erilit con exeraestie vendit ut luptat. Ut aliquip enibh exercip
in utpatem volor illam quat ver suscili quissed euipit, sis et am dit ilit autat, vel dolore dolorem ent esto coreraesto la facipis dolor si. Dolessed euguercilis dolorem ilit iriure et luptat vent lore dolut alisisl dolorem do enim el eros-
aliquate commodolore dipsustrud eu faccumsandre dunt dolobore feu feugiamet vel ulla conum volesed euis nul- magnibh essecte dolor ad tionseq uamcommod te dignim to conulpute te te elesed enim enisis eugait ent at prat,
CAPTION
ver augueriurem vullum zzrit aliquam doluptatie dolore ut- lum nonsecte cortinc iduipsum vulput accum dolobor sim autatuer ing euis diat. Ut ipsustrud eugiati nciduis at. Rat senim alisit, seniscipit dolent amcortisi tis dolor iure min
patuero od eliquis nullaor am, velis nosto consend ignibh zzrit illa feu feuisciliqui tissequi te dolorper accum veles- ver alisi. Em nisl ut laor sim. elesto conulput in ent ad del et, con henit wissequiscip
eum dio odolorp eriure duismodit lortisl essit prat. sissit iure tis dit er sustrud tat velis aci te minis acidunt eu feugue delit nis aciliquipit lum vel et euip exerosto et
erit pration sequis adigna facidunt vulput praesequi ero Eu nam ipsum aeque mediocritatem. Ad adhuc ludus Metummy nullaor si. ulla feumsandrem zzrit autpatie dolorperos nibh exercin
Obore dolum velis augiamet et vendrercil er alit irit volor iure vel il dip el do exeratet Ommy nonse dolore commy nonsent wisi. Em dolorper ulpute duiscidunt adit, consecte consecte mod ex eugait
Iriure magnim venisse feu feugait vel ex el dipit la faci augue mod modiamet numsan ex eu facil ing et ullam, hincfac ilisis definiebas. am zzriusc iliqui esto er il in velit, quis nonse feugait ulla velit ut et am dit ilit autat, vel dolore dolorem ent esto cor-
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Inside

Publications
Brochure
Swiss Pavilion 6X

front cover.
Place the Logo Swiss Pavilion on the

front cover, bottom right.
Display the Logo Confederation

and the partner and sponsor logos
Note that a vertical bar separates the 6X
partner/sponsor logos from the Logo Headline

Subheadline
Confederation which is always placed
on the very left. uam. te molestiae elaboraret sea, offendit salutandi

For the inside pages follow the

layout principles outlined above, for
the brochure House of Switzerland.
32 mm
Sponsors
www.example.org
6X
6X
6X 6X 6X 6X 6X 6X 6X 6X
Cover, brochure A4

Publications
Brochure
Swiss Pavilion 6X
If there are no partner/sponsors, also

use a red background for the cover,
applying the guidelines for brochures
defined in chapter 3.
6X
Headline
Subheadline
32 mm
www.example.org
6X
6X 12 X 6X 6X 6X 6X 6X 6X
Cover, brochure A4

Publications
Invitation
Invitation House of Switzerland Invitation Swiss Pavilion
Without Partner/Sponsor Logos
6X 6X
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.
6X 6X
Headline Headline
6X 6X
6X 6X
6X 6X 6X 6X 6X 6X 6X 6X 6X 6X
6X 6X
32 mm 32 mm
6X 6X
6X 6X 6X 6X 6X 6X

Publications
Invitation
Invitation House of Switzerland Invitation Swiss Pavilion
6X 6X

front cover.
Place the Logo House of Switzerland on

the front cover, bottom right.
Display the Logo Confederation and

6X 6X
the partner and sponsor logos along Headline Headline
the bottom of the back cover. Note Subheadline Subheadline
that a vertical bar separates the partner/ 6X 6X
6X 6X
sponsor logos from the Logo
6X 6X 6X 6X 6X 6X 6X 6X 6X 6X
6X 6X
on the very left.
32 mm 32 mm
Sponsors Sponsors
6X 6X
6X 6X 6X 6X 6X 6X

Publications
Postcards
Place the Logo House of Switzerland 3X 3X
resp. Swiss Pavilion on the front, on a

red background.
Display the Logo Confederation and

the partner/sponsor logos along
the bottom or the left side of the back.
Note that a vertical bar separates the
partner/sponsor logos from the
Logo Confederation which is always 3X 3X
placed on the very left. www.example.org

3X
www.example.org
3X
3X 3X
3X 3X 6X 3X 3X 3X 3X 6X 3X 3X
Postcard House of Switzerland, front Postcard Swiss Pavilion, front
3X 3X
6X
32 mm
Sponsors
32 mm
Sponsor
3X 6X 3X 3X 3X
Back, layout with one logo Back, layout with more than one logo

Advertising
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.

Advertising
Newspaper Ad
If there are official sponsors, always

use a white background.
The Logo House of Switzerland is

displayed on the bottom right, the Logo
Confederation and the logo(s) of the
official sponsor(s) on the bottom left.
the sponsor logos from the Logo
on the very left. The URL is placed
If there are no official sponsors, use

a red background, applying the 6X
guidelines for ads defined in chapter 3. Headline

Subheadline
Respect all minimum distance Cu puto omnium antiopam vix, mel erant maiestatis te. Vidit ludus necessitatibus ea vis, eu enim agavimia cum ei malorum
requirements. molestiae ctior at his, novum legendos dignissim temea intellega mdeb.
Sponsor
www.example.org
6X
6X 6X 6X 6X

Advertising
Newspaper Ad
Swiss Pavilion 6X
If there are official sponsors, always

use a white background.
The Logo Swiss Pavilion is displayed

official sponsor(s) on the bottom
left. Note that a vertical bar separates
If there are no official sponsors, use

a red background, applying the 6X
guidelines for ads defined in chapter 3. Headline

Subheadline
Respect all minimum distance Cu puto omnium antiopam vix, mel erant maiestatis te. Vidit ludus necessitatibus ea vis, eu enim agavimia cum ei malorum
requirements. molestiae ctior at his, novum legendos dignissim temea intellega mdeb.
Sponsor
www.example.org
6X
6X 6X 6X 6X

Advertising
Poster
If there are official sponsors, always use 6X 6X
a white background. 12 X 12 X
Headline Headline
The Logo House of Switzerland resp. Subheadline Subheadline
Swiss Pavilion is displayed on the bottom
right, the Logo Confederation and the
logo(s) of the official sponsor(s) on the
bottom left. Note that a vertical bar
separates the sponsor logos from the
placed on the very left. The URL is placed
If there are no official sponsors, use a

red background, applying the guidelines
for posters defined in chapter 3.

requirements.
12 X 12 X
Sponsors Sponsor
6X 6X
6X 6X 6X 6X 6X 6X 6X 6X
Poster House of Switzerland Poster Swiss Pavilion

Advertising
Billboard
6X
If there are official sponsors, always use Headline

a white background.
Subheadline
The Logo House of Switzerland is
displayed on the bottom right, the Logo
Confederation and the logo(s) of
the official sponsor(s) on the bottom
Sponsor
www.example.org
If there are no official sponsors, use a 6X

6X 6X 6X 6X
for billboards defined in chapter 3.

requirements.

Advertising
Billboard
Swiss Pavilion 6X
6X
If there are official sponsors, always use Headline

a white background.
Subheadline
The Logo Swiss Pavilion is displayed
official sponsor(s) on the bottom
Sponsor
www.example.org
If there are no official sponsors, use a 6X

6X 6X 6X 6X
for billboards defined in chapter 3.

requirements.

Multimedia

differ slightly from the print applications, due to
channels.

Multimedia
Website
Website House of Switzerland
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.

Swiss Pavilion is placed on the top right,
the logo(s) of the official sponsor(s)
are displayed within the page context.
Website Swiss Pavilion

Multimedia
Banner
Example House of Switzerland
CI Switzerland when creating
banners. Minimum height of the
banner is 81 pixels.
Use red # E11A27 for the logo as well

as for the background, if needed.
There are no partners/sponsors

displayed in the banner.
Example Swiss Pavilion

Switzerland - Corporate Identity Manual

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Corporate Identity Manual

2 Corporate Design Elements Brand Switzerland 18

3 Application Design Elements Brand Switzerland 51

5 Logo Applications for Subsidised Activities 139

6 Logo Applications for Partner Organisations 147

7 Major International Events 154

1.1 Strengthening the Brand Switzerland 4

1.2 Area of Application and Validity 5

Focused, consistent and strategic communication Your Presence Switzerland Team

It is Presence Switzerland’s goal to establish the

Introduction December 2008

Introduction December 2008

Interrelation between CI Switzerland and

Introduction December 2008

This chapter illustrates the identity of Switzerland as

The Identity Switzerland determines the values and

The Identity Switzerland is the basis for the core

Introduction December 2008

All communication for Switzerland

The goal of the communication abroad

In order to reach this goal, the exact

Introduction December 2008

The deﬁnition of the contextual

Introduction December 2008

Introduction December 2008

The accomplishments self-determination

Future Brand Communication

The elements of the future brand image

Introduction December 2008

Future Brand Communication

The two core messages must be

slogans, though, and should never be i g

Future Brand Communication

Introduction December 2008

Future Brand Communication

Alpine habitat People

Red and white

Introduction December 2008

Corporate Identity Pagina

Introduction December 2008

Federal Department of Foreign Affairs FDFA

Introduction December 2008

2 Corporate Design Elements Brand Switzerland

2.1 Logo Switzerland 19 2.4 Corporate Colours 37

It is the Logo Switzerland’s function to:

make Switzerland visible around the world

The Logo Switzerland acts as a unifying image for the

Corporate Design Elements Brand Switzerland December 2008

Two elements compose the Logo

The word “Switzerland” in the speciﬁc

Corporate Design Elements Brand Switzerland December 2008

The Logo Switzerland is used in two

Corporate Design Elements Brand Switzerland December 2008

The two elements of Logo Switzerland

Scaling the logo up or down is allowed

The Swiss emblem consists of 30 × 30 units.

Corporate Design Elements Brand Switzerland December 2008

The standard measuring constant

Corporate Design Elements Brand Switzerland December

Design Variation Red

Use a white border around the Swiss

The white border measures 15 % of x

Corporate Design Elements Brand Switzerland December 2008