Swiss Pontifica Soldiers

ARMASUISSE BRAND DNA

THE ARMASUISSE BRAND REPRESENTS THE FINER ASPECTS OF LIFE EXPERIENCED IN AN ELEGANT ATMOSPHERE. THE ARMASUISSE BRAND PRODUCTS SHOULD CONVEY A FEELING OF SOPHISTICATION AND CULTURE.

The Swiss Military brand is positioned towards the top and functions as an exclusive ambassador of Swissness and style. Products should convey high quality, precision craftsmanship with deep historical ties. Armasuisse products should convey a feeling that the consumer is buying a product that has deep historical ties and a tradition of premium materials.

As the premium ambassador for Swiss values in the world, the Armasuisse brand should convey how the Swiss tradition of know-how in materials and craftsmanship can lead to innovative, functional, puristic and mostly gender neutral products with a great excellence in quality.

Our target distribution networks for the Armasuisse brand is premium shopping malls with exclusive shop in shop solutions. Product design, branding and marketing should align with the consumer profiles for retail stores like Saks 5th Av, Galeries Lafayette, Mall of Berlin, or Jelmoli.

Historical Image of three Swiss Army solders standing on a mountain top

HISTORY OF THE SWISS ARMY

The origins of the Swiss Army date back to the late Middle Ages. The militia army founded on general national conscription is relatively young by comparison.

Switzerland's defense systems were once the responsibility of individual towns and cantons. A properly organized army first came into existence during the Helvetic era (1798-1803). The development of a confederate army was one of the main items on Switzerland's political agenda during the decades after 1798. In 1815, Europe's major powers recognized the neutrality and independence of the Swiss Confederation. Consequentially, national defense – assuring domestic law and order and defending the territory of the Swiss Confederation – advanced to become a definitive strategic objective of the army.

During the second half of the 20th century, and especially after 1980, the future and alignment of the Swiss Army increasingly became an issue of political dispute. Whether proponent or opponent of the army, whether academic or "simple" recruit: every interested party can find documents on the history of "their" military in the Swiss Federal Archives.

LOGO IDENTITY

ARMASUISSE LOGO

1) The Logo

The main logo is the dark logo used on white or light colored backgrounds.

2) Light Logo

Used when the background color is dark colored.

Armasuisse Light Logo with White Cross C

3) Black Logo

Used for monochrome or grayscale applications when background is white or light colored.

Armasuisse Black Logo with White Cross C

4) White Logo

Used for monochrome or grayscale applications when background is black or dark colored.

Armasuisse White Logo C

5) 60% Black Logo

Used for monochrome and logo placement on products when background is white or light colored.

Armasuisse 60% Black Logo with White Cross C

6) 30% Black Logo

Used for monochrome and logo placement on products when background is white or light colored.

Armasuiss 30% Black Logo with White Cross C

LOGO CLEARANCE SPACE

Armasuisse Icon Clearance Guidelines

1) Icon Clearance

C = The height of the Icon. Clearance on all four sides should be a minimum of 1/2 C in ratio

2) Logo Clearance

C = The height of the Logo. Clearance on all four sides should be a minimum of one (1) C.

Armasuisse Logo Clearance Guidelines
DOWNLOAD ARMASUISSE LOGOS

COLORS

Black

#000000
(0, 0, 0)
0%, 0%, 0%, 0%
50%
#7F7F7F
(127,127,127)
0%,0%,0%,50%
60%
#666666
(102,102,102)
0%,0%,0%,60%
70%
#4C4C4C
(76,76,76)
0%,0%,0%,70%
80%
#323232
(50,50,50)
0%,0%,0%,80%
90%
#191919
(25,25,25)
0%,0%,0%,90%
40%
#999999
(153,153,153)
0% 0%,0%,40%
30%
#B2B2B2
(178,178,178)
0%,0%,0%,30%
20%
#CCCCCC
(204,204,204)
0%,0%,0%,20%
10%
#E5E5E5
(229,229,229)
0%,0%,0%,10%
0%
#FFFFFF
(255,255,255)
0%,0%,0%,0%

Swiss Red

#000000
(0, 0, 0)
0%, 0%, 0%, 0%
+10%
#D41C23
(212,28,35)
0%,87%,83%,13%
+20%
#BC191F
(188,25,31)
0%,87%,84%,26%
+30%
#A5161B
(165,22,27)
0%,87%,84%,35%
+40%
#8D1317
(141,19,23)
0%,87%,84%,45%
+50%
#761013
(118,16,19)
0%,86%,84%,54%
-10%
#ED363C
(237,54,60)
0% 77%,75%,7%
-20%
#EF4C52
(239,76,82)
0%,68%,66%,6%
-30%
#F16267
241,98,103
0%,59%,57%,5%
-40%
#F3797D
(243,121,125
0%,50%,49%,5%
-50%
#F58F93
(245,143,147)
0%,42%,40%,4%

CORPORATE FONT

HEADINGS

MONTSERRAT EXTRA-BOLD
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MONTSERRAT BOLD
A B C D E F G H I J L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
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MONTSERRAT SEMI-BOLD
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a b c d e f g h i j k l m n o p q r s t u v w x y z
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BODY

MONTSERRAT REGULAR
A B C D E F G H I J L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
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MONTSERRAT REGULAR ITALIC
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a b c d e f g h i j k l m n o p q r s t u v w x y z
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MONTSERRAT LIGHT
A B C D E F G H I J L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
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PACKAGING

PRODUCT TITLES - NEWS GOTHIC SEMI-BOLD
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a b c d e f g h i j k l m n o p q r s t u v w x y z
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SECTION HEADERS - NEWS GOTHIC MEDIUM
A B C D E F G H I J L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % & * ® © ℗
BODY - NEWS GOTHIC REGULAR
A B C D E F G H I J L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! ? @ # $ % & * ® © ℗

ARMASUISSE IMAGERY

As a world renowned brand, the imagery for Swiss Army should invoke feelings of inspiration and personal triumph. Awe inspiring Swiss landscapes and personal journey's in those landscapes are the primary focus of the brand imagery. The imagery should display emotions of amazement, victory, and cheerful celebration.

PACKAGING DESIGN OVERVIEW

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TYPES OF PACKAGING

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PACKAGING MATERIAL & WEIGHT

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PACKAGING FINISHES

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SAMPLE DESIGNS

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SWISS ARMY ON INSTAGRAM

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SWISS ARMY ON YOUTUBE

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PRESS RELEASES

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DIGITAL ADS

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OUTDOOR ADVERTISING

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COMMERCIAL SPECIFICATIONS

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BRAND GUIDES

Swiss Army Logo CSwiss Military Logo CSwiss Air Force Logo C