Swiss Army Brand Guide | Swiss Brands USA

SWISS ARMY BRAND DNA

THE SWISS ARMY BRAND FOCUSES ON PRECISION PERFORMANCE AND OUTDOOR LIFE. THE FEELINGS OF PERSONAL ACHIEVEMENTS IN LIFE AND HAVING THE RIGHT PRODUCTS TO HELP YOU MEET THOSE CHALLENGES IS THE CORE OF THE SWISS ARMY BRAND.

The Swiss Army brand is positioned in the upper mid range of the consumer market. Products should represent high standard craftsmanship with innovative design functionality without having any gimmicky features. All elements of the product should have a clear function and the materials used should give consumers the feeling that the product can endure the harshest environments and constant use.

In order to attract the female outdoor and sport enthusiast the brand positioning is chosen not to be to masculine. Clean, pure product design and gender neutral color schemes will ensure the brand appeals to anyone who is looking for products to depend upon as the set out to achieve their personal goals.

Our target distribution networks for the Swiss Army brand is upscale shopping malls with innovative 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.

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

SWISS ARMY 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 ARMY 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%