Swiss Air Force Brand Guide | Swiss Brands USA

SWISS AIR FORCE BRAND DNA

THE SWISS AIR FORCE BRAND FOCUSES ON THE EVERYDAY CHALLENGES IN LIFE SET IN THE URBAN ENVIRONMENT. THE FEELINGS OF LIFE ON THE GO AND HAVING THE PERFECT PRODUCT TO HELP YOU THROUGHOUT YOUR BUSY DAY IS THE CORE OF THE SWISS AIR FORCE BRAND.

The Swiss Air Force brand is anchored in the upper mid range of the consumer market, the same as Swiss Army, but due to its name, it has a much more specific (narrow) profile. Products should represent the same high standard craftsmanship with innovative design functionality as Swiss Army but have a more fashionable spin to them. The consumer should feel they have the right product for their journey in everyday life and that product looks stylish.

In order to attract the modern, fast paced, and conscientious consumer, the brand positioning should be focus on products that are not only functional, but look good. Trendy but classy, voguish product design and a wider range of colors will ensure the brand appeals to the busy, multi-tasking, and health conscious market.

Our target distribution networks for the Swiss Air Force 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 L.L. Bean, Rei, Jelmoli, and Sport Ochsner Pro.

LOGO IDENTITY

SWISS AIR FORCE 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.

DOWNLOAD SWISS Air Force 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%