Guidelines_2015_TITONI TEST

2015/2016
CORPORATE
GUIDELINES
Guidelines_2015_220715.indd 1 29.07.15 15:04

INTRODUCTION
Dear Colleagues and Partners,
We are pleased to bring you the latest edition of our Corporate Guidelines. As a sustained and thorough
implementation of our corporate identity is essential to our continuing success, these guidelines provide a
clear framework for all your projects—to be strictly followed down to the smallest detail at all times. Please
note that ANY design idea, layout, magazine advert, catalogue, flyer or special offer not explicitly included in
these guidelines must first be sent to CERTINA HQ for approval. Turnaround time for such special requests via
e-mail is very quick, so please respect this requirement, vital in our joint corporate objectives.
When preparing your campaigns, please also bear in mind that our well-known VIPs, ambassadors and
sponsorship partners such as the Sauber F1 Team, the Citroën Total Abu Dhabi World Rally Team, the WRC
(World Rally Championship), the ADAC GT Masters as well as Ole Einar Bjørndalen have strict regulations about
how their identity may be used in the public domain; it is therefore absolutely imperative that you abide by
these guidelines at all times. CERTINA reserves the right to refuse any request for financial participation for
initiatives not strictly in accordance with its guidelines and, furthermore, will reject any liability in cases of
non-compliance with these regulations.
While in general the watch industry has been rather reluctant to get involved in digital media in the past, these
technologies have gained in popularity and are now an undeniable fact. For this reason, we will be providing
more and more information and guidelines on how to take advantage of these digital media, without of
course setting aside traditional advertising channels, which continue to be the preferred method in the watch
industry at this time.
The latest spots, visuals, watch models, related images and information are available as always at
https://certina.picturepark.com. Should you have any questions about any CERTINA marketing matter,
please don't hesitate to contact Christina Egger, Head of Communications (christina.egger@certina.ch).
Our E Newsletter completes this printed version of our guidelines and will keep you informed about the
latest marketing tools.
Most cordially yours,
Adrian Bosshard / CERTINA President
1
Guidelines_2015_220715.indd 2-3 29.07.15 15:04

PRINT MEDIA
CORE GROUP DEMOGRAPHICS
• 65% male
• 35% female
• Between 25 and 50 years old
MAIN CERTINA BRAND CHARACTERISTICS
• Traditional Swiss brand since 1888
• THE Swiss sport watch in the mid-price segment
• High quality guaranteed by CERTINA Double Security (DS) System
• Precidrive technology that brings chronometer-level precision to all CERTINA quartz models
• Bold and original designs produced with only the best source materials
• Technical and aesthetic qualities highly esteemed by watch connoisseurs
CHOOSING THE RIGHT PRINT MEDIA
A good knowledge of CERTINA’s most valued characteristics makes it easier to select the right print media.
Well-chosen media should take into account the following:
• CERTINA’s mid-price position is best aimed at large readerships
• Special-interest publications with low readership should only be used as a complement to your main media plan
• Media reputation and image should be in accordance with CERTINA’s own, for coherence and consistency
• Technical production (paper, print-quality, method of production) should guarantee an appropriate
level of quality, equal to the CERTINA name.
TIPS AND HINTS
• Each and every advertisement should bring a tangible, noticeable return on investment. Always ask for feedback from
your retailers (re-ordering) and observe market demand for the promoted watch item (sell-out)
• Make sure the advertised watch is available in all shops covered by your publicity or promo campaign
• Don‘t hesitate to change media if feedback is unsatisfactory
• Always negotiate the best possible placement for the advertisement (r.h. side, first 1/3 of magazine, next to special articles
with particular brand affinity, i.e. Formula 1, car rallying, extreme sport, etc.)
• A special advertising rate or price can often be easily obtained. Be sure to ask!
• Check the contact price! (cost/readership) The cost of a page of advertising might seem expensive in one publication
compared to another, but its contact price might in the end prove cheaper, in real terms.
PLEASE NOTE
• For more impact in the presentation of our brand and our featured products to your target public, we recommend
that you focus on a small, select number of products in your yearly advertising campaigns. A repeated, attractive
campaign based on just one or two models increases customer interest and product desirability.
• Only promote new watches, in accordance with our recommendations (see pages 72-77) and product availability.
2 3
Guidelines_2015_220715.indd 4-5 29.07.15 15:04

CONTENTS
DESIGN ELEMENTS
• USE OF OUR LOGO 8 – 9
• SPONSORING LOGO 10
• PRECIDRIVE ICON 11
• SPECIAL LOGOS 12
• OUR CORPORATE TYPOGRAPHY 13
• LOGO FOR SHOP LIGHTS 14 – 15
IMAGE PRINT CAMPAIGN
• IMAGE PICTURES 18 – 19
• PICTUREPARK 20
• IMAGE PRINT CAMPAIGN LAYOUTS 21 – 32
• IMAGE PRINT CAMPAIGN LAYOUTS | COOP ADS 33 – 44
• IMAGE PRINT CAMPAIGN LAYOUTS |SPECIAL COOP ADS 45 – 46
PRODUCT PRINT LAYOUTS
• IMAGE PICTURES 49 – 50
• PICTUREPARK 51
• PRODUCT PRINT LAYOUTS 52
• PRODUCT PRINT LAYOUTS | COOP ADS 53
• PRODUCT PRINT LAYOUTS | EXAMPLES 54 – 55
BILLBOARDS
• BILLBOARDS | IMAGE CAMPAIGN 58 – 59
• BILLBOARDS | PRODUCT LAYOUTS 60 – 61
DIGITAL
• STATIC WEB BANNER 64 – 66
• ONLINE MEDIA 67
SPOTS 2015
• DVD 69
WATCHES
• MODELS AUTHORIZED FOR ADVERTISEMENT 72 – 77
4
5
Guidelines_2015_220715.indd 6-7 29.07.15 15:04

DESIGN ELEMENTS
DESIGN ELEMENTS
6 7
Guidelines_2015_220715.indd 8-9 29.07.15 15:04

CERTINA S.A. · MATTENSTRASSE 149 · 2503 BIEL · SWITZERLAND · WWW.CERTINA.COM
Guidelines_2015_220715.indd 80 29.07.15 15:16