Guidelines_2015_TITONI TEST
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<strong>2015</strong>/2016<br />
CORPORATE<br />
GUIDELINES<br />
<strong>Guidelines</strong>_<strong>2015</strong>_220715.indd 1 29.07.15 15:04
INTRODUCTION<br />
Dear Colleagues and Partners,<br />
We are pleased to bring you the latest edition of our Corporate <strong>Guidelines</strong>. As a sustained and thorough<br />
implementation of our corporate identity is essential to our continuing success, these guidelines provide a<br />
clear framework for all your projects—to be strictly followed down to the smallest detail at all times. Please<br />
note that ANY design idea, layout, magazine advert, catalogue, flyer or special offer not explicitly included in<br />
these guidelines must first be sent to CERTINA HQ for approval. Turnaround time for such special requests via<br />
e-mail is very quick, so please respect this requirement, vital in our joint corporate objectives.<br />
When preparing your campaigns, please also bear in mind that our well-known VIPs, ambassadors and<br />
sponsorship partners such as the Sauber F1 Team, the Citroën Total Abu Dhabi World Rally Team, the WRC<br />
(World Rally Championship), the ADAC GT Masters as well as Ole Einar Bjørndalen have strict regulations about<br />
how their identity may be used in the public domain; it is therefore absolutely imperative that you abide by<br />
these guidelines at all times. CERTINA reserves the right to refuse any request for financial participation for<br />
initiatives not strictly in accordance with its guidelines and, furthermore, will reject any liability in cases of<br />
non-compliance with these regulations.<br />
While in general the watch industry has been rather reluctant to get involved in digital media in the past, these<br />
technologies have gained in popularity and are now an undeniable fact. For this reason, we will be providing<br />
more and more information and guidelines on how to take advantage of these digital media, without of<br />
course setting aside traditional advertising channels, which continue to be the preferred method in the watch<br />
industry at this time.<br />
The latest spots, visuals, watch models, related images and information are available as always at<br />
https://certina.picturepark.com. Should you have any questions about any CERTINA marketing matter,<br />
please don't hesitate to contact Christina Egger, Head of Communications (christina.egger@certina.ch).<br />
Our E Newsletter completes this printed version of our guidelines and will keep you informed about the<br />
latest marketing tools.<br />
Most cordially yours,<br />
Adrian Bosshard / CERTINA President<br />
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PRINT MEDIA<br />
CORE GROUP DEMOGRAPHICS<br />
• 65% male<br />
• 35% female<br />
• Between 25 and 50 years old<br />
MAIN CERTINA BRAND CHARACTERISTICS<br />
• Traditional Swiss brand since 1888<br />
• THE Swiss sport watch in the mid-price segment<br />
• High quality guaranteed by CERTINA Double Security (DS) System<br />
• Precidrive technology that brings chronometer-level precision to all CERTINA quartz models<br />
• Bold and original designs produced with only the best source materials<br />
• Technical and aesthetic qualities highly esteemed by watch connoisseurs<br />
CHOOSING THE RIGHT PRINT MEDIA<br />
A good knowledge of CERTINA’s most valued characteristics makes it easier to select the right print media.<br />
Well-chosen media should take into account the following:<br />
• CERTINA’s mid-price position is best aimed at large readerships<br />
• Special-interest publications with low readership should only be used as a complement to your main media plan<br />
• Media reputation and image should be in accordance with CERTINA’s own, for coherence and consistency<br />
• Technical production (paper, print-quality, method of production) should guarantee an appropriate<br />
level of quality, equal to the CERTINA name.<br />
TIPS AND HINTS<br />
• Each and every advertisement should bring a tangible, noticeable return on investment. Always ask for feedback from<br />
your retailers (re-ordering) and observe market demand for the promoted watch item (sell-out)<br />
• Make sure the advertised watch is available in all shops covered by your publicity or promo campaign<br />
• Don‘t hesitate to change media if feedback is unsatisfactory<br />
• Always negotiate the best possible placement for the advertisement (r.h. side, first 1/3 of magazine, next to special articles<br />
with particular brand affinity, i.e. Formula 1, car rallying, extreme sport, etc.)<br />
• A special advertising rate or price can often be easily obtained. Be sure to ask!<br />
• Check the contact price! (cost/readership) The cost of a page of advertising might seem expensive in one publication<br />
compared to another, but its contact price might in the end prove cheaper, in real terms.<br />
PLEASE NOTE<br />
• For more impact in the presentation of our brand and our featured products to your target public, we recommend<br />
that you focus on a small, select number of products in your yearly advertising campaigns. A repeated, attractive<br />
campaign based on just one or two models increases customer interest and product desirability.<br />
• Only promote new watches, in accordance with our recommendations (see pages 72-77) and product availability.<br />
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CONTENTS<br />
DESIGN ELEMENTS<br />
• USE OF OUR LOGO 8 – 9<br />
• SPONSORING LOGO 10<br />
• PRECIDRIVE ICON 11<br />
• SPECIAL LOGOS 12<br />
• OUR CORPORATE TYPOGRAPHY 13<br />
• LOGO FOR SHOP LIGHTS 14 – 15<br />
IMAGE PRINT CAMPAIGN<br />
• IMAGE PICTURES 18 – 19<br />
• PICTUREPARK 20<br />
• IMAGE PRINT CAMPAIGN LAYOUTS 21 – 32<br />
• IMAGE PRINT CAMPAIGN LAYOUTS | COOP ADS 33 – 44<br />
• IMAGE PRINT CAMPAIGN LAYOUTS |SPECIAL COOP ADS 45 – 46<br />
PRODUCT PRINT LAYOUTS<br />
• IMAGE PICTURES 49 – 50<br />
• PICTUREPARK 51<br />
• PRODUCT PRINT LAYOUTS 52<br />
• PRODUCT PRINT LAYOUTS | COOP ADS 53<br />
• PRODUCT PRINT LAYOUTS | EXAMPLES 54 – 55<br />
BILLBOARDS<br />
• BILLBOARDS | IMAGE CAMPAIGN 58 – 59<br />
• BILLBOARDS | PRODUCT LAYOUTS 60 – 61<br />
DIGITAL<br />
• STATIC WEB BANNER 64 – 66<br />
• ONLINE MEDIA 67<br />
SPOTS <strong>2015</strong><br />
• DVD 69<br />
WATCHES<br />
• MODELS AUTHORIZED FOR ADVERTISEMENT 72 – 77<br />
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DESIGN ELEMENTS<br />
DESIGN ELEMENTS<br />
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CERTINA S.A. · MATTENSTRASSE 149 · 2503 BIEL · SWITZERLAND · WWW.CERTINA.COM<br />
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