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

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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
Page 1: BRAND STANDARDS GUIDE Fall 2011 Ver
Page 5 and 6: Logo Wenger cross and logotype At l
Page 7 and 8: Logo file sizes With the exception
Page 9 and 10: Maintaining logo integrity Unaccept
Page 11 and 12: Use of the logo on colored backgrou
Page 13 and 14: Corner knife graphic Our most recog
Page 15 and 16: Proper size of the logo The size re
Page 17 and 18: Corner knife element usage (cont.)
Page 19 and 20: Cropping and rotating the seal The
Page 21 and 22: Seal placement on Wenger gray backg
Page 23 and 24: Alternative brand banner designs fo
Page 25 and 26: Color palette Echoing the shades of
Page 27 and 28: Brand-appropriate visual inspiratio
Page 29 and 30: Typography Bell Gothic BT Family (a
Page 31 and 32: Typographic examples - body copy Si
Page 33 and 34: Key brand visuals vs. product in us
Page 35 and 36: Footwear Footwear has a few specifi
Page 37 and 38: Contact information and approval gu
Page 39: Legal information Ownership and per

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

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