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
BRAND STANDARDS 5BRAND 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.
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
BRAND STANDARDS 6BRAND 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.
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
BRAND STANDARDS 7BRAND 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.
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
BRAND STANDARDS 8BRAND 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.
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
BRAND STANDARDS 9BRAND 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.
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
BRAND STANDARDS 10BRAND 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.
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.
BRAND STANDARDS 11BRAND 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.
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.
BRAND STANDARDS 12BRAND 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.
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.
BRAND STANDARDS 13BRAND 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.
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.
BRAND STANDARDS 14BRAND 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.
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
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.
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
APPLICATION EXAMPLES 16BRAND 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.
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)
APPLICATION EXAMPLES 17BRAND 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.
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
APPLICATION EXAMPLES 18BRAND 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.
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
APPLICATION EXAMPLES 19BRAND 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.
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
Login Register Customer Service View Cart Checkout
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
APPLICATION EXAMPLES 20BRAND 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.
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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Login Register Customer Service View Cart Checkout
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
APPLICATION EXAMPLES 21BRAND 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.
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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APPLICATION EXAMPLES 22BRAND 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.
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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APPLICATION EXAMPLES 23BRAND 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.
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.
APPLICATION EXAMPLES 24BRAND 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.
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
APPLICATION EXAMPLES 25BRAND 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.
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
APPLICATION EXAMPLES 26BRAND 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.
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.