Wenger Brand Standards Guide-Fall2011 v1_03.pdf - TRG Group

BRAND
STANDARDS
GUIDE
Fall 2011
Version 1.03

Introduction
Peter Hug, CEO
Our vision is to be
the preferred
active outdoor brand
which delivers
genuine Swiss Army
knife solutions.
It gives me great pleasure to announce the return of the
Wenger brand to its true and rightful place: firmly engaged
with, and serving, outdoor pursuits. We are making efforts
across the board – introducing new product lines, sponsoring
individuals and adventure events – but the effectiveness
of those efforts will be greatly diminished if we do not
present one unified face throughout all of our marketing
materials. Which brings us to this guide.
This guide puts every possible tool at our disposal into
the hands of you, our partners, in order to properly
communicate our brand’s new direction. Now we must
rely on you to take these guidelines to heart, and promote
Wenger products with one voice, around the world, to the
mutual benefit of all. These days it’s entirely possible that
a window-shopper in London will become a purchaser in
Tokyo, yet need watch battery replacement in Los Angeles.
To lose brand consistency is to become nothing more than
a number of individual whispers lost in the din of global
commerce – instead we must let our single voice ring
from the mountaintops.
Do not stray from these guidelines. We developed them
to build brand equity and make processes more efficient.
If you need clarification or assistance for any reason, see
the contact information section.
Peter Hug
Wenger Group
Delémont Switzerland
2

Table of contents
Brand standards fall 2011
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
General design principles . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Logo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Corner knife graphic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Seal of authenticity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Layout Recommendation . . . . . . . . . . . . . . . . . . . . . . . . . 23
Wenger gray. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Color palette. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Brand-appropriate visual inspiration . . . . . . . . . . . . . . . . . 26
Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Respecting the environment . . . . . . . . . . . . . . . . . . . . . . . 36
Contact information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
List of files . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Legal information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Note: there is a separate, internal standards guide which
addresses stationery layout and other non-public designs.
See the contact information section.
3

General design principles
Five major elements
5
1
Wenger is, and has always been, a brand dedicated to the
pursuit of outdoor activities. This Standards Guide is part
of an effort to more effectively communicate that to our
customers – more importantly, to those people who should
Si meliora dies, ut vina,
poemata reddit.
be our customers but don’t yet realize it. Our recently
revised brand identity is made up of five components
(indicated at left): (1) our logo, (2) well-defined active
outdoor imagery, (3) the “corner knife” graphic (for sizing
of the Wenger logo and the corner knife please refer to
pages 18 and 19), (4) the “Genuine Swiss Army Knife”
seal of authenticity and (5) the Wenger gray background.
This is, generally speaking, their order of importance. Our
logo identifies us and represents our Swiss origin. The
active outdoor imagery instantly creates a connection
with our desired audience, and the knife is one of the
most recognized icons in the world. The seal represents
our lineage and confirms our authenticity. In the rare event
that space does not permit the use of all four elements,
the seal need not be used. Finally, the Wenger gray is a
neutral background to accentuate the white of the cross.
.4
.2
3
Where catalogs and other multiple-page documents such
as brochures are concerned, the cover must adhere to
the full, five-element standard. The logo and Wenger gray
background should appear only on the cover and back
cover. The interior pages may include as few as one other
element (outdoor imagery, corner knife, and/or seal) per
two-page spread.
We believe that when each element is treated with respect
and given the appropriate level of precedence, it will be
possible to make a great variety of designs suitable for
almost every application which are recognizable as
belonging to one brand, and one brand only: Wenger.
4

Logo
Wenger cross and logotype
At left you can see the preferred use of the Wenger cross
and logotype (referred to together as the “logo”); this is the
file named “Wenger_LB_cmyk_MED.eps”. It may be used
in other ways as demonstrated on the following pages, but
whenever possible this is the preferred usage (placed on
the Wenger gray background) of the Wenger brand logo.
Below it is “Wenger_DB_cmyk_MED.eps” placed on a
solid dark background. It too may be used in other ways
as shown on the following pages.
We are providing the necessary files for almost every
circumstance including product applications such as
embossing, debossing, pad printing, etc. Should a need
arise that we have not foreseen do not create your own
logo or modify these files. Contact us (see “Contact
information”) and Wenger Marketing will provide a new file
to meet your needs. But under normal circumstances, we
are sure that the logos provided here will be sufficient for
your needs.
5

Logo color versions
Depending on the production method of the piece to which
the logo is applied, there are different ways of defining the red
field of the Wenger cross. You must know how the end
product will be produced before choosing a logo file (your
printer will be able to help you). For Powerpoint, Web, and
other on-screen presentations, use one of the RGB files
provided (note: do not enlarge the RGB file, as its quality will
suffer). In printed pieces, use the PMS file whenever possible.
If necessary, you may substitute the CMYK file. Only use the
black and white (BW) file if the piece is printing without any
color at all.
Pantone ®
PMS 200
C=0
M=100
Y=65
K=15
R=190
G=15
B=52
Different ways of specifying the red used in the Wenger cross
Note: red is not to be used as a palette color.
Wenger_LB_2c_MED.eps
(shown on a Wenger gray background)
Wenger_DB_2c_MED.eps (shown on a dark background)
Wenger_LB_cmyk_MED.eps
(shown on a Wenger gray background)
Wenger_DB_cmyk_MED.eps (shown on a dark background)
Wenger_LB_bw_MED.eps
(shown on a Wenger gray background)
Wenger_DB_bw_MED.eps (shown on a dark background)
6

Logo file sizes
With the exception of the RGB files, all logo files provided are
vector art, and as such they can be enlarged or reduced
without degrading in quality. However, we are providing three
sizes because of the custom-designed registered ® mark
which must accompany the logo. Please use the size which
is closest to the size at which it will be reproduced. Please
do not reduce the small (SM) or medium (MED) files to less
than 50%, nor enlarge them to more than 200%. If it is
necessary to use the logo at a size larger than the largest
provided, it is acceptable to simply enlarge the large (LG) file
as necessary. Note: RGB files are not vector. They may be
reduced but must not be enlarged. If you need larger RGB
files please contact us.
20mm–40mm
40mm–80mm
Wenger_LB_2c_SM.eps
(preferred for applications between 20mm–40mm)
Wenger_LB_2c_MED.eps
(preferred for applications between 40mm–80mm)
80mm–1m
Wenger_LB_2c_LG.eps
(preferred for applications between 80mm–1m)
7

Logo clear space
Total width = logo width plus 2 times the logo height
Logo height
Logo height
Total height = 3 times
the logo height
Logo height
Clear space: do not allow any type or graphic within this area
Available at Joe’s Outdoor Shack
Available at Joe’s Outdoor Shack
Unacceptable: dealer line placed too close to logo
Acceptable: dealer line placed outside of the
logo’s clear space
8

Maintaining logo integrity
Unacceptable: do not use the Wenger cross alone
Unacceptable: do not use the Wenger name alone
Unacceptable: do not change the proportion
of the logo’s parts
Unacceptable: do not move the cross from its position
at the left side of the logotype
Unacceptable: do not alter the colors of the logotype
Unacceptable: do not place the logo in a box,
regardless of the shape or color
Unacceptable: do not use the Swiss flag
Unacceptable: do not attempt to recreate Wenger’s cross
9

Use of the logo on colored backgrounds
When placing the logo on a colored background, first
determine which version of the logo to use: the dark
background (DB) or the light background (LB). If it isn’t
immediately obvious, create and place a block of 50%
black directly on top of the background in question. (In
Microsoft applications, use the color called “Gray-50%”.
You may also choose RGB 128/128/128 or HEX #808080.)
If the background color is darker than the gray test block,
use the dark background logo version. If the background
color is lighter than the gray test block, use the light
background logo version. If you cannot tell which one is
darker, use the dark background version of the logo.
Test Block:
“Gray-50%”
This color is darker than the test block:
use “Wenger_DB_[color; size].eps”
“Wenger_DB_2c_MED.eps”
Test Block:
“Gray-50%”
This color is lighter than the test block:
use “Wenger_LB_[color; size].eps”
“Wenger_LB_2c_MED.eps”
Test Block:
“Gray-50%”
This color is very similar to the test block:
use “Wenger_DB_[color; size].eps”
“Wenger_DB_2c_MED.eps”
10

Use of the logo on colored backgrounds (cont.)
Unacceptable: incorrect logo placed on a light background
Unacceptable: incorrect logo placed on a dark background
Unacceptable: incorrect logo placed on a neutral
background
Unacceptable: incorrect logo placed on a neutral
background
Unacceptable: do not place the logo on a split background
Unacceptable: do not mix parts of each version of the logo
11

Use of the logo with photography
In most instances, the logo should not be placed on top of a
photographic background. However, if it becomes necessary
to place the logo on a photograph, be sure to place it on an
area with as little variety as possible (it may be necessary to
retouch the photograph to do this). When determining which
logo version to use, you may follow the gray box rules
(“Use of the logo on colored backgrounds”), but be sure to
consider the entire background and not just one specific
area. See the following color photograph examples below:
Acceptable use
Acceptable use
Unacceptable: too much contrast
Unacceptable: too much contrast
Unacceptable: background is too light
Unacceptable: background is too dark
Unacceptable: background is too busy
Unacceptable: background is too busy
Note: placing the logo on any background other than
Wenger gray quickly becomes a matter of personal
judgement. If you do not feel comfortable making such a
judgement, or if you feel than any of the previous examples
are unclear, we strongly suggest that you simply use the
logo on a Wenger gray background as shown at the
opening of the “Logo” section.
12

Corner knife graphic
Our most recognizable product
Corner knife:
CornerKnife_cmyk.eps
As shown on the cover of this Standards Guide, the
corner knife graphic is a significant part of our new
identity. It anchors our public persona with the most
instantly recognizable product we make: the Swiss Army
knife. As with all of the visual elements of our brand, it is
very important to maintain consistency in the use of the
corner knife graphic. It is not acceptable to simply place
any knife anywhere within the piece; it must be one of the
corner knife EPS files provided and it must be placed in
the lower, right hand corner. Do not enlarge, alter the
proportion, crop or color these files in any way. They may,
however, be reduced.
As illustrated at left, note the dotted line: this indicates the
“trim” or edge of the printed graphic. Extra image (4mm
at 100%) is provided on two sides because it is necessary
for commercial printing purposes (it is not provided in the
RGB version of the files because these should neither print
nor trim).
Note: although we are providing additional versions for
other circumstances, use only the CMYK corner knife files
for print advertising purposes.
13

Proper size of the corner knife
In order to create well-proportioned layouts, it is necessary
that all brand elements are properly sized. With regard to the
corner knife, please apply the following guidelines:
For common document proportions – such as A4, US letter,
square and other similar shapes – the length of the corner
knife graphic (A) should be between 1/3 and 1/4 of the
length of the short side of the document (B).
For extremely vertical proportions the base of the corner
knife graphic should be between 1/2 and up to the entire
width of the document.
For extremely horizontal proportions the base of the corner
knife graphic should be between 1/2 and up to the entire
height of the document.
Common document proportions
Extremely vertical proportions
B
1/3 1/4 1/2
A
B A
Extremely horizontal proportions
1
1/2
A
long side
short side
B
14

Proper size of the logo
The size relationship between the Wenger logo and the
corner knife graphic is extremely important. In order to
achieve balance and harmony it is required that the width
of the Wenger logo (C) must be between 100% and 125%
the length of the corner knife (A).
A+25%
C
A
A
Unacceptable: logo too small
Unacceptable: logo too big
15

Corner knife element usage
Acceptable lightbox or poster graphic (this sample uses
the traditional “L” but an inverted “L” is also acceptable)
Acceptable catalog cover (this sample uses the
inverted “L” but a traditional “L” is also acceptable)
Unacceptable: must be placed in lower right corner
Unacceptable: do not use any other knife
16

Corner knife element usage (cont.)
Unacceptable: must be placed at both edges of the page
Unacceptable: do not use any other knife
Unacceptable: must not be cropped further
Unacceptable: do not use any other knife
17

Seal of authenticity
Swiss Army knife lineage
Above: seal with 15% opacity
Below: the seal in its three available languages,
in the preferred “watermark” appearance
with an opacity (or screen) of 15%
The “Wenger: Genuine Swiss Army Knife – Since 1893”
seal is an important component of our identity, because it
identifies Wenger as an authentic brand amongst imposters.
However, care must be taken so that the seal is subtle in the
layout so that it does not overpower the Wenger logo. For
this reason we require that it always be used with a “watermark”
appearance, with an opacity (screen or ghosting) of
between 10–20% (the white seal only may be used up to
30% opacity), placed so as to provide low contrast with
the background. The black seal should have a 15% opacity
when placed on a white background but a 20% opacity
when placed on the Wenger gray background. Additionally,
it must have a diameter between 60% and 200% of the
width of the entire logo. The seal must always be placed
apart from the logo, and positioned on the edge of a page
in such a way that part of it appears to be cut off (see the
following pages). Under no circumstances is it to be
used to replace the logo itself.
When choosing whether to use the white or black version,
apply the same rule as when using the logo on a colored
background earlier in this manual. The white seal is to be
used on dark backgrounds and the black on light backgrounds
(always observing the low contrast requirement
above).
Note: if the black version is used on top of any background
other than the Wenger gray or white, please take care that it
“overprint” the background rather than “knock out”.
18

Cropping and rotating the seal
The seal may be rotated by plus or minus 20° and cropped
on almost any side. Do not crop more than two sides and
do not crop more than 1/5 of the seal’s diameter. Thus for
a seal of 50mm, you may crop one side by up to 10mm, or
two sides by 7mm and 3mm (or 5mm and 5mm, etc). We
also prefer that the phrase “Genuine Swiss Army Knife” be
readable; for this reason we suggest that this particular side
be only partially cropped, if it must be cropped at all.
In the following 50mm seal examples, the dotted red lines represent “trim” (the edge of the page) and
the red area of the seal indicates what would be cropped off.
6mm
20° -20°
10mm
4mm
Acceptable: 20° rotation, combined crop is 1/5 seal diameter
Acceptable: -20° rotation, crop is 1/5 seal diameter
6mm
10mm
12mm
Unacceptable: rotation is greater than 20° and combined
crop is greater than 1/5 seal diameter
Unacceptable: crop is 1/5 seal diameter (acceptable) but
the phrase “Genuine Swiss Army Knife” is not readable
19

Seal placement on photos
Acceptable: black seal at 20% opacity, placed on a
low-contrast light photographic background
Acceptable: white seal at 20% opacity, placed on a
low-contrast dark photographic background
Unacceptable: do not modify the seal by changing its color
(or in any other way); the seal must be used in black or
white, with an opacity of 20% or less
Unacceptable: do not place the seal on a background
which is too busy; we require the seal to be subtle,
but not hidden
20

Seal placement on Wenger gray background
Acceptable: black seal at 20% opacity
(this sample uses the traditional “L”)
Acceptable: white seal at 20% opacity
(this sample uses the inverted “L”)
Unacceptable: the phrase “Genuine Swiss Army Knife”
is not readable; the seal is too dark, seal should have
an opacity of 20%
Unacceptable: do not use the white seal on the
Wenger gray, the black seal should be used
with a 20% opacity.
21

Layout recommendation
A guide for common document proportions
Common document proportion:
.C
D
As a guide please follow the following steps which illustrate
the proper sizing for each brand element within a layout:
F
1. Begin by calculating the length of the corner knife (A) which
should be between 1/3 and 1/4 of the length of the short side
of document (B). On the sample shown left, the corner knife
(A) is 1/3 the length of the short side of document (B).
H
2. The width of the Wenger logo (C) must be between 100%
and 125% of the length of the corner knife (A). On the sample
shown left, the width of Wenger logo (C) is 120% the length
of corner knife (A).
G
E
3. To determine the size of the Wenger Gray “L” shape, it
is recommended that the height of the horizontal part of field
(D) be between 300% and 310% the height of the Wenger
logo (C). The width of the vertical part of field (E) should be
between 175% and 200% the height of area (D). In the
sample shown left, area (D) is 310% the height of the Wenger
logo (C). The width of area (E) is 175% the height of area (D).
Please note that the inverted “L” (shown left) and a traditional
“L” are both acceptable.
B
A
4. When placing the seal (F) on the Wenger gray, utilize the
black seal version with an opacity of 20% and position it on
the edge of the page so that it appears cropped. Also keep in
mind that the diameter of the seal (F) must be at least 60%
the width of the Wenger logo (C). In the example shown left,
the seal (F) is 75% the width of the Wenger logo (C). The seal
is rotated -20°.
H
G
Note: InDesign master layouts for catalogs, etc are
available on request by contacting marketing@wenger.ch
5. When placing a featured product (G) on layout, position the
item so that a portion of it overlaps the key brand visual. For
items that are more vertical such as watches and backpacks,
we recommend that the height of the item be up to 30% of
the document’s height for vertical layouts and up to 50% of
the height for horizontal layouts. For items that are horizontal
or square, such as footwear we recommend that it be sized
up to 25% the height of the document for vertical layouts and
up to 35% for horizontal layouts. These percentages can be
increased on larger media such as billboards, posters and
lightboxes.
22

Alternative brand banner designs for extreme layouts
In the rare event that space does not permit the use of all
Wenger brand elements, the layout may include as few as
one brand element - the Wenger logo. If the Wenger logo is
placed alone on a vertical layout, the logo may be rotated -
90° so that the cross is on top. A 90° rotation where the
cross is on the bottom is not permitted. See the following
samples for situations where not all brand elements should
be utilized:
Acceptable horizontal brand banner: the Wenger logo alone
on the Wenger gray background is ideal for situations where clarity
on the Wenger logo is paramount. (eg. website banners,
display headers, etc.)
Acceptable vertical brand banners
Unacceptable: not enough space to fully represent the
brand properly. Wenger logo and brand image appear
overwhelmed by the corner knife.
Unacceptable: Wenger logo is too large
compared to the corner knife and seal.
Unacceptable: diameters of seals are less
than 60% of width of the logo. Vertical Wenger
logo should not be used with corner knife or
seal. The brand image is incomplete.
23

Wenger gray
Our preferred background color
Pantone Cool Gray 1
C0,M0,Y0,K6
R226,G225,B221
The Wenger brand is an outdoor brand, and the outdoors
is seldom pure white. For this reason, we have designated
“Wenger gray” to be used as a background color. Wenger
gray is defined as Pantone Cool Gray 1 or its CMYK or RGB
equivalents, shown at left (note that the CMYK conversion is
based on the official Pantone standards and some software
may convert it incorrectly. We highly advise utilizing the 6%
black formula for any full color printed pieces being
produced without spot colors). It has the added advantage
of highlighting the white of the cross in the Wenger logo,
and of making our outdoor photography appear more
vibrant by comparison.
24

Color palette
Echoing the shades of nature
Primary colors
Pantone 7502
C0,M8,Y35,K10
R212,G191,B149
Pantone 448
C65,M58,Y100,K35
R77,G68,B46
Pantone 5405
C78,M51,Y37,K13
R68,G104,B125
Pantone 430
C5,M0,Y0,K45
R130,G138,B143
Secondary colors
Pantone 553
C59,M0,Y53,K80
R33,G66,B50
Our brand identity is primarily dominated by outdoor,
color photography. In the event that color is necessary
to distinguish similar objects from one another (trade fair
stands, shop-in-shop materials, packaging labels or
promotional items, for example), you should choose from
among the 8 colors shown to the left. These colors are
broken up into two categories: 4 primary colors and 4
secondary colors. These colors are inspired by the natural
environment, will compliment our outdoor photography and
reinforce our brand’s position. Additionally, as demonstrated,
they have the advantage of being independently identifiable
in screens down to 20%.
Colors are identified by the Pantone Matching System (PMS)
number (an internationally-recognized color system), the
process color mix (CMYK) suitable for general printing and
their RGB equivalents for Web and other on-screen
applications.
Note: red is never to be used as a palette color.
Pantone 7407
C0,M22,Y85,K11
R204,G156,B74
Pantone 469
C40,M73,Y89,K49
R97,G54,B29
Pantone 291
C33,M3,Y0,K0
R158,G206,B235
25

Brand-appropriate visual inspiration
Beyond the printed surface
Generally speaking, there are many materials which will
represent the Wenger brand – primarily those used in our
products. But when given the opportunity to represent the
brand in a three dimensional environment, we must be sure
that we do so appropriately. Care must be taken when
choosing materials.
The first requirement, obviously, is that the material represent
the outdoors in a direct manner. Stone, wood, sand, moss –
these are all good examples. The next requirement is that
it appear to be as genuine as possible. If imitation materials
must be used, ensure that they have a highly authentic
appearance. If an ordinary person could see that they are
not real, do not use them.
If for any reason you use living materials, such as potted
plants, please be sure that they are properly cared for and
have a destination other than the rubbish heap when their
purpose has been served. Last year’s trade fair plants can
still brighten today’s offices.
Files of these images are not provided, because they are
not intended to be used as visuals, but only to enable you
to better visualize the Wenger brand beyond its obvious
associations.
26

Brand-appropriate visual inspiration
27

Typography
Helvetica Neue Family (preferred)
A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v
w x y z & 1 2 3 4 5 6 7 8 9 0
Helvetica Neue - 45 Light
A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u
v w x y z & 1 2 3 4 5 6 7 8 9 0
Helvetica Neue - 75 Bold
Typography is an essential element of any brand identity. As
such, worldwide consistency is essential and mandatory.
Wenger is phasing out the Bell Gothic BT font family and
replacing it with the Helvetica Neue family. It is not
mandatory at this time to replace printed materials that
currently use the Bell Gothic BT font. However, any new
material should use the Helvetica Neue type family. Under
no circumstances can the Helvetica Neue font and the Bell
Gothic BT font be used together on the same piece. No
type family other than Helvetica Neue or Bell Gothic BT may
be used in any Wenger materials, whether printed,
constructed (retail displays and similar) or digitally created
for online materials and/or video.
The preferred setting of headlines is in Helvetica Neue-75
Bold, upper and lower case (all caps may be used in limited
cases but only with prior approval). Leading should be set to
120% of the point size. Body copy should be set in Helvetica
Neue-45 Light between 9–11 points with leading between
14–18 points. Do not set copy justified, and no tracking or
letter-spacing should be used. Mouse type for disclaimers or
warranty information may be set in 6 points, solid (6 point
type on 6 point leading).
Utilizing Helvetica Neue-75 Bold is an acceptable means of
emphasis. Neue-46 Light Italic may be used for titles of
works. For multi-lingual documents where space is limited,
Helvetica Neue-57 Condensed may be used in headlines and
Helvetica Neue-47 Light Condensed for body copy
Helvetica Neue font is available from linotype.com.
28

Typography
Bell Gothic BT Family (acceptable)
A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v
w x y z & 1 2 3 4 5 6 7 8 9 0
Bell Gothic BT
A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v
w x y z & 1 2 3 4 5 6 7 8 9 0
Bell Gothic Bold BT
A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v
w x y z & 1 2 3 4 5 6 7 8 9 0
This typeface was originally designed for telephone directories,
and as a result features high legibility at smaller sizes. We
have found this practicality to be particularly resonant with
the Swiss nature of the Wenger brand.
The preferred setting of headlines is in Bell Gothic Black BT,
upper and lower case (all caps may be used in limited cases
but only with prior approval). Leading should be set to 120%
of the point size. Body copy should be set in Bell Gothic BT
between 9–11 points with leading between 14–18 points. Do
not set copy justified, and no tracking or letter-spacing should
be used. Mouse type for disclaimers or warranty information
may be set in 6 points, solid (6 point type on 6 point leading).
Bell Gothic Bold BT should be used sparingly for elements
which are set off from the main body of text. Do not mix the
plain and bold weights within a paragraph (the black weight,
however, may be used). There is no italic within the Bell Gothic
BT family of typefaces – do not imitate italic by artificially
slanting the typeface. Utilizing Bell Gothic Black BT is an
acceptable means of emphasis.
Bell Gothic BT is available exclusively from myFonts.com, the
online store of type foundry Bitstream, Inc.
Bell Gothic Black BT
29

Typographic examples – headlines
Sample headline: flush left, caps and
lower case with no letterspacing.
Acceptable: Helvetica Neue 75 Bold, 21 point on 25 point leading
Sample headline: flush left, caps and
lower case with no letterspacing.
Unacceptable: never scale (stretch) type in Wenger materials; do not add letterspacing
Sample headline: flush left, caps and
lower case with no letterspacing.
Unacceptable: never scale (stretch) type in Wenger materials; do not use leading other than 120% of the point size
Sample headline: flush left, caps and
lower case with no letterspacing.
Unacceptable: never artificially bold (“Sample headline:”)
30

Typographic examples – body copy
Si meliora dies, ut vina, poemata reddit, scire velim, chartis
pretium quotus arroget annus. scriptor abhinc annos centum
qui decidit, inter perfectos veteresque referri debet an inter
vilis atque novos? Excludat iurgia finis, est vetus atque
probus, centum qui perficit annos. Quid, qui deperiit minor
uno mense vel anno, inter quos referendus erit? Veteresne
poetas, an quos et praesens et postera respuat aetas. Iste
quidem veteres inter ponetur honeste, qui vel mense brevi
Si meliora dies, ut vina, poemata reddit, scire
velim, chartis pretium quotus arroget annus.
scriptor abhinc annos centum qui decidit, inter
perfectos veteresque referri debet an inter vilis
atque novos? Excludat iurgia finis, est vetus
atque probus, centum qui perficit annos. Quid,
qui deperiit minor uno mense vel anno, inter quos
referendus erit? Veteresne poetas, an quos et
Acceptable: 9 point type on 14 point leading
Unacceptable: do not add letterspacing to body copy
Si meliora dies, ut vina, poemata reddit,
scire velim, chartis pretium quotus
arroget annus. scriptor abhinc annos
centum qui decidit, inter perfectos veteresque
referri debet an inter vilis
atque novos? Excludat iurgia finis, est
vetus atque probus, centum qui perficit
annos. Quid, qui deperiit minor
Si meliora dies, ut vina, poemata reddit, scire velim, chartis
pretium quotus arroget annus. scriptor abhinc
annos centum qui decidit, inter perfectos veteresque referri
debet an inter vilis atque novos? Excludat iurgia finis, est
vetus atque probus, centum qui perficit annos. Quid, qui deperiit
minor uno mense vel anno, inter quos referendus erit?
Veteresne poetas, an quos et praesens et postera respuat
aetas. Iste quidem veteres inter ponetur honeste, qui vel
Unacceptable: 14 point type on 14 point leading
Unacceptable: do not justify body copy
Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget
annus. scriptor abhinc annos centum qui decidit, inter perfectos veteresque
referri debet an inter vilis atque novos? Excludat iurgia finis, est vetus
atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense
vel anno, inter quos referendus erit? Veteresne poetas, an quos et praesens et
postera respuat aetas. Iste quidem veteres inter ponetur honeste, qui vel
mense brevi vel toto est iunior anno.” Utor permisso, caudaeque pilos ut
equinae paulatim vello unum, demo etiam unum, dum cadat elusus ratione ru-
Si meliora dies, ut vina, poemata reddit, scire
velim, chartis pretium quotus arroget annus. scriptor
abhinc annos centum qui decidit, inter perfectos
veteresque referri debet an inter vilis atque
novos? Excludat iurgia finis, est vetus atque
probus, centum qui perficit annos. Quid, qui deperiit
minor uno mense vel anno, inter quos referendus
erit? Veteresne poetas, an quos et
Unacceptable: 7 point type on 14 point leading
Unacceptable: do not scale (stretch) body copy
31

Photography
One quality standard worldwide
Note: the following instructions are for primary product
photos. You may wish to take additional images which are
more feature-specific. For such secondary photos, you may
be more free with the product position, crop, etc. – although
the requirements for attention to detail obviously still apply.
Image photography
We’re happy to announce that we have created a photo
library of active outdoor imagery (such as the example at left)
for use by all of our partners. These images are the result of
our contracts with various professional photographers and
have been assembled with great effort and attention.
Collectively, they are a celebration of Mother Earth’s variety
and beauty – each imparts a sense of wonder and
acknowledges the scale of human existence (and activity)
within the much larger natural world.
Please note that the contents of the photo library (and all of
the images presented throughout this standards manual) are
copyrighted by, and the property of, Wenger SA and their
contracted photographers. They may not be reproduced for
any reason other than the exclusive promotion of Wenger
products as described throughout this guide. The license for
images in Wenger’s initial photo library that were introduced in
2009 will expire in March 2012. Under no circumstances can
these photos be created or reproduced after March 2012.
Following the industry standard, all Wenger environment
images are supplied in RGB format. RGB files are provided
because they are capable of carrying a wider range of color
information than CMYK files. Additionally, RGB files can be
compressed more than CMYK files which makes them easier
to work with and transfer. However, please be aware that
RGB files will not print properly unless they are converted to
CMYK. Professional graphics vendors have their ownoptimized
means of converting RGB files in order to get the
best possible print quality on their equipment. If necessary,
you can request a conversion directly from Wenger SA.
Please allow 15 working days.
Product photography
The majority of our product photography will also be provided
to you upon request. However, in the event that you should
need to shoot products locally, please provide your photographer
with the instructions on the following pages as they
relate to specific product categories.
32

Key brand visuals vs. product in use shots
Wenger’s photo library contains both Key Brand Visuals and
Product in Use Shots. Key Brand Visuals are to be utilized
for main images in advertisements; catalog covers; category
introductions, etc. Particular care should be taken when
cropping key brand visuals. The focus of the image should
include the environment and not just the individual in the
photo.
Product in use shots are available for situations where
additional images are needed for inset shots in catalogs and
websites.
Note: Product in use shots are never to be used in place of
a key brand visual.
Acceptable: key brand visual was utilized on cover
Acceptable: product in use shot placed as an
inset shot on interior pages of a catalog
Unacceptable: product in use shot should not be used
in place of a key brand visual
Unacceptable: key brand visual cropped too tightly,
too much focus is on the activity and
not enough on the environment
33

Knives
Blades and implements should be wiped clean of oil, dust
and fingerprints. In images like the above left, each
implement should have evenly faded gray reflections with
no hard edges. Make as much effort as possible to separate
each implement from the others evenly when fanning them
out, taking great care to fully deploy the scissor and plier
levers. Often, at least one implement in each knife should
be opened fully. Closed knives, like the one on the right,
are permitted only as demonstrations of alternate colors or
finishes – they must always be accompanied by a knife of
the same model with its implements fully displayed.
Watches
Here as well, all metal surfaces should be wiped clean of
fingerprints and dust. Watches should be turned slightly to
the left so that 4-5mm (at actual size) of the inside of the
band or bracelet shows on the crown side of the case, as
shown above. This is typically the width of the lug arms.
Depending on the type of watch, you should set them to the
following times and/or dates. For three-hand watches, such
as the middle one above, time should be set to 10:09:19,
unless there is a date window in the lower-right quadrant, in
which case set it to 10:09:39. For chronographs or other
watches with sub-dials, set the time to 11:05. The chrono
seconds hand (often the longest, red hand) should be set to
19 unless there is a date window in the lower-right quadrant,
in which case set it to 39. If there is a fourth hand (such as
an alarm hand), it should be set to whichever position (19 or
39) is not already occupied according to the previous rules.
Subdial hands should all point straight up. Dates should
always read “7”. Day of the week should be “Wed” or the
middle of the work week. Second time zone dials (such as
the one shown above right) must show the same minutes
as the main dial.
34

Footwear
Footwear has a few specific requirements. First, always
photo-graph the outside of the shoe or boot, not the inside
(e.g., the left side of a left foot and the right side of a right
foot). Shoes and boots should be fully laced but not tied,
with the remaining lace ends stowed inside the shoe (out of
view). Take care not to expose any stuffing behind the
tongue or through cut-outs.
Backpacks and other outdoor gear
Backpacks and other packs should be stuffed but not overstuffed
– there is a fine line between the two. Effort should
be taken to stow extraneous straps, cords or ties. The main
(shoulder) straps should be propped so as to be visible from
the side in a 3/4 view (as shown above left). When possible,
all gear should be steamed (or left set up over a period of
time) to reduce the appearance of wrinkles which result from
storage (the wrinkles which appear from being filled – but
not over-stuffed – are acceptable).
35

Respecting the environment
Ensuring outdoor pursuits for future generations
Wenger is committed to protecting the environment. We
strive to set an example of environmental responsibility
for colleagues, our consumers, customers, vendors and
business partners.
With this in mind, we strongly suggest that you use
recycled or recyclable materials, low VOC materials and
sustainable or renewable resources. The Forest Stewardship
Council, an independent, non-governmental, not for profit
organization established to promote the responsible
management of the world’s forests (based in Bonn,
Germany), has certified paper suppliers and printers
around the world and is an excellent resource. They can
be found at fsc.org. If you must print something, please
print it on FSC-certified paper.
Fortunately, it is becoming easier and easier to source
environmentally responsible materials. We believe that profit
and environmental responsibility will increasingly work
together as more industries find out that nature works for
both sustainability and the bottom-line. Thank you for
joining us in this effort.
36

Contact information and approval guidelines
Internal communication process
Contact information:
If you have any questions about this guide please contact
your Sales Manager or Wenger SA Marketing at:
marketing@wenger.ch
or by phone + 41 32 421 3900
Approval guidelines:
All materials created on behalf of the Wenger brand and/or
Wenger products must be approved by Wenger SA
Marketing in Delémont. Please allow at least 10 working
days for approval.
IMPORTANT: Support from Wenger SA is contingent upon
cooperation with the standards set forth in this Guide.
37

List of files
All available in PC and Mac format
Note: “SM” = Small, “MED” = Medium, “LG” = Large
Logos
“LB” = Light background, “DB” = Dark Background
Please see “Logo” section for details and proper usage.
CMYK files:
Wenger_LB_cmyk_SM.eps
Wenger_LB_cmyk_MED.eps
Wenger_LB_cmyk_LG.eps
Wenger_DB_cmyk_SM.eps
Wenger_DB_cmyk_MED.eps
Wenger_DB_cmyk_LG.eps
RGB files (Medium only):
Wenger_LB_rgb.jpg
Wenger_LB_rgb.png
Wenger_DB_rgb.jpg
Wenger_DB_rgb.png
Black and white files:
Wenger_LB_bw_SM.eps
Wenger_LB_bw_MED.eps
Wenger_LB_bw_LG.eps
Wenger_DB_bw_SM.eps
Wenger_DB_bw_MED.eps
Wenger_DB_bw_LG.eps
2-color files (PMS 200 + black):
Wenger_LB_2c_SM.eps
Wenger_LB_2c_MED.eps
Wenger_LB_2c_LG.eps
Wenger_DB_2c_SM.eps
Wenger_DB_2c_MED.eps
Wenger_DB_2c_LG.eps
Product logos*:
Wenger_Emboss.eps
Wenger_Deboss.eps
Wenger_1c.eps
**
Corner knife element
Available in three orientations: preferred, tall and short.
See “Corner Knife” section for details and proper usage.
CMYK files:
CornerKnife_cmyk.eps
CornerKnife_cmyk_short.eps
CornerKnife_cmyk_tall.eps
RGB files (Do not include bleed):
CornerKnife_rgb.jpg
CornerKnife_rgb.png
CornerKnife_rgb_short.jpg
CornerKnife_rgb_short.png
CornerKnife_rgb_tall.jpg
CornerKnife_rgb_tall.png
2-color files* (PMS 200 + black):
CornerKnife_2c.eps
CornerKnife_2c.psd
CornerKnife_2c_short.eps
CornerKnife_2c_short.psd
CornerKnife_2c_tall.eps
CornerKnife_2c_tall.psd
5-color files** (PMS 200 + CMYK):
CornerKnife_5c.eps
CornerKnife_5c.psd
CornerKnife_5c_short.eps
CornerKnife_5c_short.psd
CornerKnife_5c_tall.eps
CornerKnife_5c_tall.psd
Spot color .eps files are provided for those applications that
do not support .psd
* 1-color product logo files are provided for product
applications such as embossing, debossing, pad printing, etc.
Seal
Available in Deutsch (“DE”), English (“EN”), Français (“FR”). Do not enlarge .tif files. See “Seal” section for proper usage.
Seal-DE_1bit.tif
Seal-DE_Black.eps
Seal-DE_White.eps
Seal-EN_1bit.tif
Seal-EN_Black.eps
Seal-EN_White.eps
Seal-FR_1bit.tif
Seal-FR_Black.eps
Seal-FR_White.eps
38

Legal information
Ownership and permissions, agreements, etc.
Trademarks
Wenger SA is exclusive owner of the trademarks WENGER ® ,
SWIBO ® , Grand Maître ® , Swissgear ® , Wenger. The Genuine
Swiss Army Knife ® , Wenger. Maker of the Genuine Swiss
Army Knife ® , Maker of the Genuine Swiss Army Knife ® , ® in
Switzerland and in most countries worldwide. In addition,
Wenger SA is exclusive proprietor of other trademarks used
for certain of its models.
Official Wenger partners are authorized to employ the above
mentioned Wenger SA trademarks in its publicity and its
promotion and marketing activities as an official partner. In
all cases, the official partner shall employ the trademarks
only in the manner and form as prescribed by Wenger SA.
The official partner shall refrain from obtaining or trying to
obtain any rights, either through registration or use, to any
trademarks owned or used by Wenger SA. The official
partner shall not attack or contest the ownership of Wenger
SA or the validity of the above-mentioned trademarks, even
after termination of agreements.
The official partner shall inform Wenger SA of any counterfeiting
coming to its knowledge of the said trademarks in the
territory and shall cooperate, if requested by Wenger SA, in
their protection.
The official partner's right to use the trademarks shall cease
upon expiration of any agreements.
The trademarks mentioned above, when used on business
papers or sales documents and in advertising, must be
accompanied by a ® ("R" for "registered trademark"). In all
such papers, documents and advertising, the official partner
shall make a footnote with the following text: "Wenger ® is
a registered trademark of Wenger S.A."
39