BRAND GUIDES FOR SWAROVSKI® “SWAN BRANDED“ GIFT … · Jewelry and Corporate Gift Solutions, an essential precondition for a customer’s use of the Swarovski Swan Logo. All

BRAND GUIDES FOR SWAROVSKI® “SWAN BRANDED“ GIFT SOLUTIONS

JANUAR 2017

WITH A TOUCH OF GLAMOUR

Recognized and trusted worldwide for

its distinctive style and superior quality,

Swarovski offers unique incentive and

business gift ideas that deliver sentiments

with sophistication and elegance.

With a stunning collection, elegant

signature packaging, and an option to

personalize gifts, Swarovski helps the

strongest assets of companies to achieve

new heights of brilliance.

GENERAL INFORMATION

The objective of this document is to provide

practical guidance on the proper use of

the Swarovski Swan Logo in your marketing

communications, e.g. advertising, on the

web, in marketing materials, or on products

and packaging.

INTRODUCTION

REQUIREMENTS

This Brand Guide sets out the requirements for

the proper use of the Swarovski Swan Logo,

and full compliance with all provisions of the

Brand Guide is, together with the acceptance

of our General Terms and Conditions for

Jewelry and Corporate Gift Solutions, an

essential precondition for a customer’s use

of the Swarovski Swan Logo. All provisions

of this Brand Guide are firm requirements

unless expressly stated as optional or

unless otherwise agreed in writing between

Swarovski and the individual customer.

The customer must obtain Swarovski’s prior

written approval before any application or

reproductions of the Swarovski Swan Logo.

The customer shall submit to Swarovski,

for Swarovski’s approval, layouts and/

or samples of any own packaging, online

and/or printed advertising, marketing,

GIFT SOLUTIONS CONTACT

For more information, please get in touch

with a local Swarovski contact person. This

Brand Guide may be subject to change from

time to time at Swarovski’s complete and sole

discretion.

and promotional materials containing the

Swarovski Swan Logo. The customer shall

not make any modifications, changes,

additions, deletions, replacements, or

improvements to any previously approved

use, application, or reproduction of the

Swarovski Swan Logo without prior written

approval from Swarovski.

RESTRICTIONS

The Swarovski Swan Logo may only be used

in reference to Swarovski Swan products.

PRODUCT SPECIFIC RESTRICTIONS

Swarovski Swan products shall not be used

as free promotional gifts for consumers unless

permission is approved in writing and signed

by an authorized representative of Swarovski.

2BRAND GUIDE FOR SWAROVSKI® SWAN BRANDED GIFT SOLUTIONS

CONTENTS

1.0 GENERAL BRAND STANDARDS 4

1.1 GOLDEN RULES 5

1.2 THE LOGO

1.2.1 LOGO ELEMENTS 6

1.2.2 CLEAR SPACE 7

1.2.3 COLOR 8

1.2.4 MINIMUM SIZE 9

1.2.5 PLACEMENT 10

1.2.6 TRADEMARK LINE 10

1.2.7 PORTRAIT AND SQUARE FORMAT 11

1.2.8 LANDSCAPE FORMAT 12

1.2.9 SMALL AND SPECIAL FORMAT 1/1 RULE 13

1.3 VISUAL LANGUAGE

1.3.1 VISUAL USAGE 14

2.0 APPLICATION EXAMPLES 15

2.1 GENERAL RULES 16

2.2 ONLINE

2.2.1 CUSTOMER WEBSITE / ONLINE STORE 17

2.2.2 WEBSITE CONTENT 18

2.2.3 BANNER 19

2.2.4 PRODUCT CATALOG OVERVIEW 20

2.2.5 PRODUCT CATALOG DETAIL 21

2.2.6 CUSTOMER PRODUCT CATALOG 22

2.2.7 CUSTOMER NEWSLETTERS 23

2.2.8 TERMS 24

2.3 OFFLINE

2.3.1 CUSTOMER PRODUCT CATALOG 25

2.3.2 ADVERTISING – PRINT ADVERTISING 26

3BRAND GUIDE FOR SWAROVSKI® SWAN BRANDED GIFT SOLUTIONS

GENERAL BRAND STANDARDS

1.0

BRAND STANDARDS 4BRAND GUIDE FOR SWAROVSKI® SWAN BRANDED GIFT SOLUTIONS

All rules prescribed require professional art direction adhering to this Brand Guides. The client shall submit to Swarovski, for Swarovski’s prior approval,

layouts and/or samples of any online and/or printed advertising, marketing, and promotional materials containing the Swarovski Swan Logo.

08 KEEP IN TOUCH Get in touch with your

local Swarovski contact

person if you have any

questions

01 LOGO Use the logo only in

this way and only after

approval from Swarovski

06 PLACEMENT The logo should be included

at the top, bottom, or middle

and centered horizontally on

the page

03 CLEAR SPACE The clear space around

the logo is the same as

the height of the Swarovski

wordmark

02 MODIFICATION Do not alter colors or

proportions of the logo

05 MINIMUM SIZE Ensure a minimum

logo width of 25 mm

for each placement

04 COLOR Use only of f icial colors

for the logo

25 mm

1.1 GOLDEN RULES

07 VISUALS Only use visuals provided

by Swarovski




1.2.1 LOGO ELEMENTS

These two elements form the logo and must

always be presented together.

To preserve the integrity of the brand and

to ensure absolute consistency throughout

all its applications, only the Swarovski Swan

Logo provided by Swarovski or Swarovski’s

duly authorized representatives may be used.

It is prohibited to copy and reproduce the

Swarovski Swan Logo from other materials

or media.

The logo is a fixed unit and cannot be

separated. The only adjustment that can

be made is proportional enlargement

or reduction.

Do not alter colors or proportions of the logo.

1.2 THE LOGO

THE SWAN

LOGOTYPE




1.2.2 CLEAR SPACE

The clear space around the logo is the

same as the height of the Swarovski

wordmark (x) .

Ensure no elements such as text, logos,

URLs, or product or collection names

encroach on the clear space, unless

in an approved lockup.

The swan icon is 1.4x the height of the

wordmark, with 0.5x space between the

logo lockup elements.

1.2 THE LOGO

1.4x

x

0.5x

x

x

x x




100% BLACK

The logo may be used in black across

all applications such as print and digital

advertising as well as internal and external

communications. It is the primary color logo

for digital applications.

1.2.3 COLOR

WHITE KNOCKOUT

On backgrounds that lack the proper color

contrast to the color mentioned previously,

white knockout may be used in combination

with the brand colors.

1.2 THE LOGO




1.2.4 MINIMUM SIZE

To ensure brand recognition, the logo

needs to be clearly visible. The minimum

width of the logo is 25 mm.

25 mm

PRINTED

1.2 THE LOGO




1.2.5 PLACEMENT

The logo can be included at the top, bottom, or middle

and centered horizontally on the page.

1.2.6 TRADEMARK LINE

We recommend that you also include the brand information

on your communication materials. You can do this using

the small side note: “Swarovski® and the Swan Logo are

registered trademarks of Swarovski AG.”

1.2 THE LOGO

Portrait Format Portrait Format Portrait Format




1.2 THE LOGO

Portrait Format Square Format

1.2.7 PORTRAIT AND SQUARE FORMAT

For vertical covers, the logo should be 30%

of the width of the page and horizontally

centered at the top or bottom of the page.




1.2 THE LOGO

Landscape Format Landscape Format

1.2.8 LANDSCAPE FORMAT

For horizontal covers, the logo should be

20% of the width of the page and centered

at the top or bottom of the page.




1.2 THE LOGO

Special Format Small Format

1.2.9 SMALL AND SPECIAL FORMAT 1/1 RULE

For print layouts with special formats like the

ones shown on this page (narrow, high; e.g.

banners), extend the logo to cover the entire

width of the format.

For other special formats, please get in touch

with your local Swarovski contact.




1.3 VISUAL LANGUAGE

1.3.1 VISUAL USAGE

Should you need visuals for any publication,

please get in touch with your local Swarovski

contact person.

It is strictly prohibited to copy/paste

images from our website. Such images are

protected by copyright and other laws.

For assistance regarding picture material for

use on your website, please speak to

your local Swarovski contact person.




2.0

APPLICATION EXAMPLESThe following examples should give you an overview of the

various usage possibilities.

APPLICATION EXAMPLES 15BRAND GUIDE FOR SWAROVSKI® SWAN BRANDED GIFT SOLUTIONS



In customer on-/offline communications, several general rules apply to the usage of the Swan Logo:

1 The Swan Logo must only be used in connection with a Swan product or to present

an overview of the brand assortment on offer

2 The Swan logo must be less dominant than the customer logo so that the end consumer recognizes

that it’s not an item of communication from Swarovski

3 The Swan logo must be shown either with the same frequency as or with less frequency than the customer logo

2.1 GENERAL RULES




2.2.1 CUSTOMER WEBSITE / ONLINE STORE

The customer website/online store must not adopt the appearance of any of the current Swarovski websites or online stores

(e.g. swarovski.com). The customer’s website/online store start page/ home page should reflect its own corporate identity and

design (clearly differentiating it from any original Swarovski webpage).

It is sufficient to show the Swan Logo only once per page when a page layout on a website showcases only Swarovski Swan

products. If third party products are shown on the same page, the Swarovski Swan Logo must be placed directly next to the

Swarovski Swan product.

The following website illustrates where the Swarovski Swan Logo can be placed.

We recommend that the Swan Logo is 30% of the width of the customer logo.

It must be clear from the placement and the size of the logos who the provider of the website is. The customer’s logo and

the Swarovski Swan Logo should never appear too close. The impression that the customer’s company and Swarovski are

affiliated businesses, partners, or associated with each other must be avoided. The Swarovski Swan should always appear

alongside the customer logo on sites showing Swarovski Swan Products.

It is possible to include a link to the Swarovski Corporate Gifts microsite: SWAROVSKI.COM/CORPORATEGIFTS.

2.2 ONLINE

Search ...

Login Register Customer Service View Cart Checkout

SWAROVSKI CRYSTALS BEADELLE COLLECTION CREATIVE CORNER ALL ABOUT CRYSTAL WHOLESALE

CUSTOMER LOGO

Example: Swan Logo placement on customer’s website (product overview)




https://professional.swarovski.com/b2b/corporate_gifts/swarovski-corporate-gifts.en.html

The website/online store may not include:

− Photos, information, or any product brand

that is not part of the Swarovski Swan

product assortment offered by the customer

in the Swarovski Swan “section” of the

website/online store

− As websites are regarded as advertising

platforms, NO lifestyle images/PR images

or advertising images from Swarovski may

be used. It is strictly prohibited to copy/

paste images from our websites. Such

images are protected by copyright and

other laws

2.2 ONLINE

The website / online store can include:

− The Swarovski Swan Logo in direct

connection with products from the

Swarovski Swan product assortment

− Photo(s) of the Partner Distributor/staff

− Photo(s) and date(s) of local events

− Information about new ranges,

discontinued items, promotions,

customer events

− For Swarovski Corporate Gift product shots

as well as description text & dimensions,

please contact your regional

Swarovski counterpart

− Selling pages

2.2.2 WEBSITE CONTENT




Banners provided by Swarovski may only be used without alteration and modification

of the presented content.

If used on the customer’s own home page, the banners may link to the respective subpage

that is dedicated to Swarovski.

2.2.3 BANNER

2.2 ONLINE

Example: Online Banner




2.2.4 PRODUCT CATALOG OVERVIEW

In customer catalogs Swarovski Swan

products can be identified with the Swarovski

Swan logo or with the descriptive branding

solution, which should both be placed

directly next to the Swarovski Swan product.

LOGO BRANDING SOLUTION

DESCRIPTIVE BRANDING SOLUTION

2.2 ONLINE

Search ...

HEART SET FROM SWAROVSKI

WATCHES

FIGURINE FROM SWAROVSKI

ACTIV IT Y TRACKERS

NECKL ACE FROM SWAROVSKI

NECKL ACES

PEN FROM SWAROVSKI

FIGURINES

BRACELET FROM SWAROVSKI

EARRINGS


CUSTOMER LOGO

SWA ROVSK I C RYSTA LS B E A D EL LE CO LLEC T I O N C RE AT I V E CO RN ER A L L A BOUT C RYSTA L W H OLESA LE

Example: Product Overview




2.2.5 PRODUCT CATALOG DETAIL

On product detail sites, the Swan logo must be shown together with the sender brand and placed in the bottom right corner.

2.2 ONLINE

Search ...

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CUSTOMER LOGO

SWA ROVSK I C RYSTA LS B E A D EL LE CO LLEC T I O N C RE AT I V E CO RN ER A L L A BOUT C RYSTA L W H OLESA LE

Example: Product Detail




2.2.6 CUSTOMER PRODUCT CATALOG

2.2 ONLINE

The Swarovski Swan Logo can be used on

the brand overview page of a customer’s

website – if desired with a short description:

Swarovski delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity. Founded in 1895 in Austria, Swarovski designs, manufactures and markets high-quality crystals, genuine gemstones and created stones as well as finished products such as jewelry, accessories and lighting. Run by the fifth generation of family members, Swarovski Crystal Business has a global reach with approximately 2,680 stores in around 170 countries, more than 26,000 employees, and revenue of about 2.6 billion euros in 2015.

Together with its sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal Business forms the Swarovski Group.

A responsible relationship with people and the planet is an integral part of Swarovski’s heritage. The global Swarovski Waterschool education program has reached 257,000 children on the world’s greatest rivers, and the Swarovski Foundation, set up in 2013, works to support culture and creativity, promote wellbeing, and conserve natural resources to achieve positive social impact.

Example: Brand overview page without description Example: Brand overview page with description

Swarovski delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity. Founded in 1895 in Austria, Swarovski designs, manufactures and markets high-quality crystals, genuine gemstones and created stones as well as finished products such as jewelry, accessories and lighting. Run by the fifth generation of family members, Swarovski Crystal Business has a global reach with approximately 2,680 stores in around 170 countries, more than 26,000 employees …

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2.2.7 CUSTOMER NEWSLETTERS

Customers are allowed to use the Swarovski

Swan Logo in their newsletters.

2.2 ONLINE

Example: If all products on a layout are from the Swan collection,

it is sufficient to show the Swan Logo only once per page

Example: Mixed products. The Swan Logo has to be placed next to

the product from the Swan collection

CUSTOMER LOGO

CUSTOMER LOGO

NEWSLETTER NEWSLETTER

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eriaspe lenduci istiisque perem

si coribus, sed excea ius

rescipsundis unt vent.
























2.2 ONLINE

2.2.8 TERMS

Approval processA test website/online store containing

all website pages has to be submitted to

Swarovski (your regional Swarovski contact

person) for approval before the site goes live.

Only after written approval has been

provided can the website/online store go

live.

Search enginesThe customer shall not use the brand

“Swarovski” (or any misspelled variation

thereof) in an ad text or as a keyword in

search engines without permission from

Swarovski.

Auction platformsThe customer may not offer Swarovski

products on online auction platforms

(e.g. ebay.com, alibaba.com, or any other

low positioned channels) .

CopyrightIt is strictly prohibited to copy/paste images

from our website. Such images are protected

by copyright and other laws. For assistance

regarding picture material for your website,

please get in touch with your local Swarovski

contact person.




CUSTOMER LOGO

corporate gifts

2.3.1 CUSTOMER PRODUCT CATALOG

2.3 OFFLINE

In a customer’s product catalog, logo

placement should follow the general

branding rules.

If the page only displays Swan products, it is

sufficient to show the logo only once. If mixed

products are displayed, the Swan logo must

be placed next to the Swan branded product.

Example customer catalog (inside): If all products on the page are Swan branded,

it is sufficient to show the Swan Logo only once per page

Example customer catalog (inside): Mixed products

Example customer product catalog cover




SWAN LOGO 30% page width

SPACE FOR PARTNER INFORMATIONLogo, address

VISUAL Provided by the GS Communication team

2.3.2 ADVERTISING – PRINT ADVERTISING

Advertisements should follow the general

brand standards. The customer can use the

provided visuals.

2.3 OFFLINE

PARTNER SPACE (LOGO, ADDRESS)

Example: Single page Swan




IMPRINT

Content is subject to change without notice.

© 2016 D. Swarovski Distribution GmbH. All rights reserved. Partial or total publication,

transmission, copy, or other duplication of texts, graphics, pictures, etc. which are to be found in

this publication is forbidden without special consent by D. Swarovski Distribution GmbH.

D. Swarovski Distribution GmbH, Swarovskistraße 30, 6112 Wattens, Austria

Managing Director: Markus Langes-Swarovski, Mag. Mathias Margreiter

Registered in the commercial register of regional court Innsbruck under the number FN 378791 x

VAT number: ATU 67146625

Swarovski and the Swan Logo are registered trademarks of Swarovski AG.

Documents

BRAND GUIDES FOR SWAROVSKI® “SWAN BRANDED“ GIFT … · Jewelry and Corporate Gift Solutions, an essential precondition for a customer’s use of the Swarovski Swan Logo. All