Swarovski by Sadie Thompson

Brand Basics Consumer Goods Business

Our Brand The promise The brand is our promise to Swarovski consumers. It tells them what it is they can expect from our offering, and it differentiates us from our competitors. Swarovski’s one standout asset is our capacity to add sparkle to peoples’ everyday lives. This brand promise is derived from our CGB core values: Heritage – Crystalline – Enchanting – Accessible Everything we do and say needs to support these values in order to live up to our mission of being the leading fashion jewelry and crystal “Modern Lux” brand in the world.

The elements Our unique brand elements or brand basics, namely our logo, fonts, colors and imagery, help to maximize brand recognition. It is therefore essential that all elements are used correctly and consistently across all consumer touch points by all employees.

The result As one of our most powerful assets, it is up to each and every one of us to build, strengthen and protect the Swarovski brand. These guidelines are part of a much larger effort; we want people to be aware of our brand, to understand it and ultimately create brand preference among consumers.

How to use the brand basics Keep this brochure on your desk, close by for when you need to make a quick check on the placement of a logo or the fonts to use for a specific tool. For more information, visit the branding area of the CGB Intranet (CGB/Communication/Branding), or contact CGB Brand Management (branding.cgb@ swarovski.com).

Inspiring STYLE touching beauty CRAFTED for light

The logo Brand awareness begins with the logo. It is our signature, a symbol of our identity and communicates our promise to consumers. Consistent application of the logo around the globe is vital for strong consumer Swan Logo Mark

recognition and standout from our competitors. Two elements form the logo and must always be presented together: the Swan Logo Mark and the Swarovski Logotype. Placement and proportions of the logo elements are predefined in three applications, the Centered Lockup,

Swarovski Logotype

the Swan Set Free and the Swan Lockup. The Swan Lockup is only to be used in the 3D-environment (Visual Merchandising/Retail Architecture). For more information, please contact CGB Brand Management. This manual is focussing on 2D-tools, where both the Centered Lockup and the Swan Set Free applications are used.

• For quick and easy use, Swarovski logo files can be downloaded from the CGB Intranet (CGB/Communication/Branding). • When referring to Swarovski in text, use the same font as the overall text, not the logo. • An adaptation or addition to the logo is not allowed.

The logo

Centered Lockup

The Centered Lockup is a fixed unit and cannot be separated. The only adjustment that can be made is proportional enlargement or reduction. The Centered Lockup is used for institutional materials (e.g. stationery, packaging) and above the line (ATL) tools.

Placement For institutional materials, the application should be centered on the top, middle or bottom. In ATL, there are two main placement options of the Centered Lockup: the bottom right corner or vertically centered on the right side of the layout.

Example logo application in ATL

Protective space Always maintain a clear space around the logo. A minimum distance of half the logo height should be given in all directions.

Minimum size To increase brand recognition among consumers, the

50%

logo needs to be clearly visible. •

The minimum height of the Centered Lockup is

10 mm.

50%

• When using silver foil, the logo needs to be at least

17 mm in height.

• Placement options in co-branding applications differ. For more information, visit the branding area of the CGB intranet (CGB/Communication/Branding), or contact CGB Brand Management (branding.cgb@ swarovski.com)

100%

50%

Protective space

Swan Logo Mark

The logo Swarovski Logotype

SWAN SET FREE

The Swan Set Free application consists of the Swan Logo Mark and the Swarovski Logotype that appear as individual elements. The Swan Set Free application is used for all below the line (BTL) tools.

x 3x

never

Placement The two logo elements should always be placed in one corner of the space available. The Swan Logo

Mark should be placed no less than 3-times the cap height away from the Swarovski Logotype. Never place the Swan Logo Mark on the right-hand side of the Swarovski Logotype.

Placement logo elements

PROPORTIONS The Swan Logo Mark should be the same height as the Swarovski Logotype, with the top of the Swan's neck aligned with the height of the "S". Only when the Swarovski Logotype is used across the

Proportion logo elements

width of a page, the Swan Logo Mark can be 75% of the cap height of the Swarovski Logotype.

Minimum size 100%

•

The minimum height of the Swan Logo Mark and

Swarovski Logotype is 6 mm. • When using silver foil, the minimum height of both

75%

Exception: proportion logo elements

logo elements is 10 mm.

• For the most used communication tool sizes (A1 to A5), branding templates exist. These can be downloaded from the branding area on the CGB Intranet (CGB/Communication/Branding).

TYPOGRAPHY Typography is a brand’s handwriting. Didot and Trade Gothic are the two fonts used by Swarovski for external communication tools. By combining the delicate and feminine Didot font with the more masculine Trade Gothic font, we create a style unique to Swarovski. For internal purposes, such as Microsoft Office applications, the Arial font should be used.

DIDOT Apply to headers, titles, subtitles, quotes and extracts.

Didot LT Roman

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( )

Didot LT Italic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( )

• Swarovski’s company language is American English. Please refer to the CGB Intranet for further language guidance (CGB/Communication/Branding). • To increase legibility of window stickers, the font types Didot Bold and Didot Bold Italic can be used. • Please contact CGB Brand Management (branding. cgb@swarovski.com) for Didot and Trade Gothic font equivalents for Arabic, Chinese, Cyrillic, Greek, Japanese, Korean, Thai and Vietnamese.

trade gothic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( ) abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( ) abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( )

Trade Gothic LT Com Light Apply to body copy and copyright.

Trade Gothic LT Com Bold Condensed No.20 Apply to secondary headers, to emphasize paragraphs in the body copy and the URL.

Trade Gothic LT Com Light Oblique Apply this font to emphasize words and paragraphs in the body copy.

ARIAL Apply to emails, Word, Excel and PowerPoint documents.

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( )

Arial Regular

Color system Gray

Silver

Blue

The Swarovski primary color palette consists of

Pantone®

white, gray, silver and blue.

425C

877C

2757C

CMYK

0/0/0/0

0/0/0/70

0/0/0/40

100/91/31/27

palette features seasonal theme colors and is provided

RGB

each season by the Creation team in Paris. In addition,

255/255/255

89/89/89

136/136/136

0/38/100

Color is one of our most powerful assets, helping

White

to build even greater brand recognition. Using the ‘right’ font with the ‘right’ color creates a strong and consistent look and feel. Swarovski has both a primary and secondary color palette to suit every application.

Primary color palette

Secondary color palette To add freshness and excitement, the secondary color

‘special occasion’ colors are defined by Central Visual Merchandising.

Logo elements and fonts Detailed on the right are the preferred and optional colors for the logo applications and fonts. These help to create maximum standout and coherence across all communication tools.

• For 4-color process printing, refer to the CMYK values shown here. For digital applications, refer to the RGB values specified. The RGB colors are predefined in all Microsoft Office templates available on the CGB Intranet (CGB/Communication/Branding).

Front cover

Back cover

Inside

logo

Font – cover copy

Font – inside copy

Preferred

Silver foil Pantone® 877C

Pantone® 425C 70% black

Optional

70% black White knockout

Pantone® 425C 70% black White knockout

White knockout

VISUALS Swarovski visuals are unique. Each and every visual creates and communicates enchantment to our

www.swarovski.com/nirvana

consumers. Designed to stir emotions, the look and feel of our visuals – feminine, light, captivating, modern and luxurious – reflect our brand values.

COPYRIGHT To protect our intellectual property (IP) rights, place the copyright sign on every visual* where Swarovski is the copyright owner. © 2011 SWAROVSKI AG (Respectively the year when it was first published.) The copyright must be written in capital letters using the Trade Gothic light font (6 pt in size). Align the copyright with the edge of the logo elements and never place it in the center of the tool. Nirvana Ring

preferred placement for the copyright for advertisements.

* Except for online usage

• To ensure a consistent brand presentation around the world, only use visuals provided by Central Marketing Communication. • When using a visual, always check the visual usage rights (duration and implicated tools) and cropping guidelines. For further information please contact CGB Graphic Design Studio (studio.graphicdesign@ swarovski.com).

Single page MAGAZINE ADVERTISEMENT

URL To convert consumer interest into action, please apply the URL on every communication tool. The website address should always be written in capital letters using the Trade Gothic LT Com Condensed No. 20 font.

POSTCARD - front cover

For magazine advertisements, the size of the URL should be 10 pt. With other communication tools, the URL should be proportionally adjusted. For any additions to the standard URL, please use lowercase letters. Standard URL: WWW.SWAROVSKI.COM

WWW.swarovski.com ÂŠ 2010 SWAROVSKI AG

Extension of URL:

POSTCARD - back cover

WWW.SWAROVSKI.COM/nirvana The URL should be placed on the cover of the communication tool except if the communication tool consists of more than one page (e.g. a brochure or postcard). In these cases the URL should be placed on the back cover.

Design ELEMENTS Design elements such as the Swanflower® pattern, prism and Subtle Veil, form part of Swarovski’s unique DNA. Used in-store, on products and across communication tools, these elements can support and reflect Swarovski’s brand identity.

Swanflower® pattern The Swanflower® pattern reinforces Swarovski’s identity and refinement. It is used to strengthen the appeal of bestsellers and iconic statement pieces. Furthermore,

SWANFLOWER® PATTERN

it can be used as a decorative element and surprising detail to increase brand recognition. The Swanflower® guidelines can be downloaded on the CGB Intranet (CGB/Communication/Branding).

Prism The prism is used in the store environment to emphasize the crystalline characteristics of CGB products. The image on the right demonstrates the basic shape of the prism.

PRISM

Subtle Veil The purpose of the Subtle Veil is to create a premium look and feel. It is also used to prevent the counterfeiting of CGB packaging. The Subtle Veil structure is only to be used in packaging, including shopping bags and wrapping paper.

• Central Marketing Communication will need to approve any application of these design elements.

SUBTLE VEIL

www.swarovski.com/nirvana

Brand APPLICATIONS A useful overview of various communication tools with their branding application.

above the line tools

Nirvana Ring

Please see the correct branding applications for the most commonly used above the line tools. All above

ÂŠ 2010 SWAROVSKI AG

the line tools must be approved by Central Markets and Media.

Single page magazine advertisement www.swarovski.com/nirvana

ÂŠ 2010 SWAROVSKI AG

Nirvana Ring

Double page magazine advertisement

Brand APPLICATIONS above the line tools

www.swarovski.com/nirvana

Nirvana Ring

Billboard - square format

www.swarovski.com/nirvana

Billboard - extreme horizontal format

Nirvana Ring

www.swarovski.com/nirvana

Nirvana Ring

www.swarovski.com/nirvana

Billboard - extreme vertical format

Below the line tools

www.swarovski.com/nirvana POINT OF PURCHASE (POP) POSTER

ÂŠ 2010 SWAROVSKI AG

Brochure / Invitation - front cover, vertical format

www.swarovski.com/watches

Brochure / Invitation - back cover, vertical format

Brand APPLICATIONS Below the line tools

Invitation Card

ÂŠ 2011 SWAROVSKI AG

Brochure / Invitation - front cover, horizontal format

www.swarovski.com

Brochure / Invitation - back cover, horizontal format

Brand APPLICATIONS VARIOUS tools

Brand Basics consumer goods business

WW W.S WA

ROVS KI.COM

SKI

CD / DVD - version 1

Brand Basics consumer goods business

CD / DVD - version 2

WW W.SW AROV SKI.COM

SKI

ÂŠ 2011 swarovski AG

Brand Basics - version 1.1 / CGB Brand Management