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.
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.
3) Black Logo
Used for monochrome or grayscale applications when background is white or light colored.
4) White Logo
Used for monochrome or grayscale applications when background is black or dark colored.
5) 60% Black Logo
Used for monochrome and logo placement on products when background is white or light colored.
6) 30% Black Logo
Used for monochrome and logo placement on products when background is white or light colored.
LOGO CLEARANCE SPACE
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.
COLORS
Black
(0, 0, 0)
0%, 0%, 0%, 0%
#7F7F7F
(127,127,127)
0%,0%,0%,50%
#666666
(102,102,102)
0%,0%,0%,60%
#4C4C4C
(76,76,76)
0%,0%,0%,70%
#323232
(50,50,50)
0%,0%,0%,80%
#191919
(25,25,25)
0%,0%,0%,90%
#999999
(153,153,153)
0% 0%,0%,40%
#B2B2B2
(178,178,178)
0%,0%,0%,30%
#CCCCCC
(204,204,204)
0%,0%,0%,20%
#E5E5E5
(229,229,229)
0%,0%,0%,10%
#FFFFFF
(255,255,255)
0%,0%,0%,0%
Swiss Red
(0, 0, 0)
0%, 0%, 0%, 0%
#D41C23
(212,28,35)
0%,87%,83%,13%
#BC191F
(188,25,31)
0%,87%,84%,26%
#A5161B
(165,22,27)
0%,87%,84%,35%
#8D1317
(141,19,23)
0%,87%,84%,45%
#761013
(118,16,19)
0%,86%,84%,54%
#ED363C
(237,54,60)
0% 77%,75%,7%
#EF4C52
(239,76,82)
0%,68%,66%,6%
#F16267
241,98,103
0%,59%,57%,5%
#F3797D
(243,121,125
0%,50%,49%,5%
#F58F93
(245,143,147)
0%,42%,40%,4%
CORPORATE FONT
HEADINGS
BODY
PACKAGING
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.