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Types THEY Can Make - Norm

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  • 1. NormSan Francisco/June/2012
  • 2. FIG.09 B A FIG.11 FIG.10 B B A AFIG.13 FIG.14 A A FIG.12 FIG.13 B B B FIG.11
  • 3. FIG.36 FIG.39FIG.37FIG.38
  • 4. CONSTRUCTION 08 G2 KEYBOARD 12 G2 A 13 31 B 18 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 C 2 5 2 D 12 E 1 2 F 9 20 G 11 T7 H I A= 28.9% J B= 14.8% C= 14.4% D= 21.2% E= 77.0% SPACEBAR F= 6.7% K G= 11.6% H= 20.8% I= 40.2% J= 0.7% L K= 6.7% L= 15.5% M= 6.0% N= 49.8% O= 8.8% M P= 2.1% Q= 0.0% R= 30.0% S= 34.2% T= 24.73 N U= 18.3% V= 3.8% W= 8.1% X= 0.0% O Y= 0.7% Z= 3.8% E N Y P Q R S T U V W X Y T5 Z
  • 5. 1962 für jedes Produkt ein farbiger lauf des Medikaments dargestellt, bei dem auf eine spannungslösende eine Kennstreifen eingeführt und der 304 stimmungshebende Phase folgt: die Produktname grösser gesetzt (Max Patientin wird entspannt in der Kugel 189 stehend sowie die Kugel sprengend Schmid). Nach der Fusion mit CIBA gezeigt. Insgesamt visualisiert die 1970 kommt die reine Einheitspackung Einführungskampagne mit der erneut zum Zug. einfachen Strichrasterfotografie des Kugelmotivs, der Groteskschrift und der Beschränkung auf eine klare Farbe pro Drucksache das Thema sehr � 304 nüchtern. Anonym Siosteran Geigy CH/CH, vor 1950, Glasröhrchen � 188 Offset auf Papier, 6.3 x 1.8 Ø cm Roland Aeschlimann, Nelly Rudin (Motiv) Insidon Geigy 190 CH/IT, 1961–63, Ärztemuster � 305 Offset, 7.5 x 10.9 x 2.7 cm Enzo Roesli � 189 Siosteran Geigy Anonym CH/CH, 1953-55,Verkaufspackung, Faltschachtel Insidon Geigy/en médecine générale [in der Allgemeinmedizin] Offset, 3.6 x 5.5 x 3.6 cm25 CH/CH, ca. 1963, Werbeprospekt Offset, 23.3 x 16.4 cm � 306 � 190 Max Schmid Max Schmid, Nelly Rudin Siostéran Geigy [für Ihren Problem-Patienten... ] Insidon Geigy/ CH/CH, 1959, Verkaufspackung, Faltschachtel beruhigend angst- und spannungslösend 191 stimmungshebend befreiend Offset, 6.9 x 2.6 x 2.5 cm CH/CH, 1962, Zeitschrift, Doppelseite mit zweiseitigem Inserat Buchdruck und Offset, 29.4 x 41.2 cm � 307 Max Schmid � 191 Siosteran Geigy Harri Boller OP Insidon [in: Muster-Scheckheft 2/62 Geigy] CH/CH, ca. 196, Verkaufspackung, Faltschachtel CH/DE, 1962, Bestellblock für Ärztemuster Offset, 2.5 x 7.3 x 2.5 cm Offset, 8 x 45.7 cm � 192 Nelly Rudin 306 307 Insidon Geigy/apaise/suprime anxiété et tension/ relève l’humeur/soulage [beruhigend angst- und spannungslösend stimmungshebend befreiend] CH/CH, ca. 1962, Werbekarte Offset, 13.6 x 29.7 cm 192 104 157
  • 6. enbizid-PackungenMarkt ahre 1950er Jahre derur Pharma – n für die Schäd- d-mittel überarbeitet. itet. zide auf DDT-Basis Basis esarex – aberGesin waren schonchonen auf dem Markt. rkt. en kamen die Insek- nsek- sowie die Basudin die azu. Typografischfisch in einer jede be, ersetzten die sdie gestalteten His en einheitlichen dukt- und der 5 sind linksbündig o, dass sich der digernken über den echten Textspalte eisten Packungen alte lige Schädling gen . Das Packungs- 7 den Schweizeri- s- Hervorgehoben zeri- Charakter derenvon jenen für die r 330 332 scheidet, sowie r die e Seriencharakter. 330 332ekter. chtel 329 chtel 329 chtelachtel chtel 331 333 331 333
  • 7. 340 342 344339 341 343 345
  • 8. Corporate Diversity Corporate Diversity Lars Müller Publishers Museum für Gestaltung Zürich Swiss Graphic Design and Advertising by Geigy 1940–1970 Museum für Gestaltung Zürich Lars Müller PublishersISBN 978-3-03778-160-9
  • 9. Kgikmqry
  • 10. AMNRWfimrw
  • 11. 2011 Chengdu BiennaleThe Solutions:Design and Social Engineering
  • 12. NORM POSTER WALL
  • 13. NORM POSTER WALL 24m 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 2 3 47m 5.8m 5 6 7 8 9 21.12m WALL DIMENSION 9 × 44 POSTERS (=396) DIMENSIONS OF SINGLE POSTER 24m × 7m 21.12m × 5.85m 48cm × 65cm
  • 14. A COLOR 2 B COLOR 2 / FORM 1 C COLOR 2 / FORM 2 D COLOR 2 / FORM 3 E COLOR 2 / FORM 4 F COLOR 2 / FORM 5 G COLOR 2 / FORM 6249 Posters Blank Print 66 Posters Print 31 Posters Print 4 Posters Print 4 Posters Print 4 Posters Print 4 Posters
  • 15. NORM POSTER WALLA E R H A T R H A T H A R E E A T A H A R T E A R T H E T E R E T H A E T H T ER H A E H E A T R E A T A H E A T E H R A E R H R E A H T H E A R T A E R H AE T A R A R H E H E A R T H E A R H E T E A T E T E A H H A R T E T A E H A T A ER H A T E A R A R T R E R A E T R E A T A R A H R E T A R A H E R R T A E R TA T R E H A T A R H E R T E H T R R H E T H E A T R E H A E R H E T E R T E R ER H E R A T H E T A R T H R R E A T A H A E A T H T H R E R H R T A R A H R A H R TT H T E R H A T E H E R H A R E H A T R H R E H T A E H A E T A H T E T H A T E AH E T R A E R E A T H A E A H T R E T R H A T E A E R T E R A T A E H R A E R H AT E A T R T A R E H R T R E R R T H A E T H R E H R A E T R H R T A E E R A E
  • 16. A E H R TI COLOR 3 II COLOR 3 III COLOR 3 IV COLOR 3 V COLOR 3 VI COLOR 3 249 Posters Blank 249 Posters Blank 249 Posters Blank 249 Posters Blank 249 Posters Blank
  • 17. NORM POSTER WALL
  • 18. COLOR 1 COLOR 1 Print 396 PostersCOLOR 2 A COLOR 2 B COLOR 2 / FORM 1 C COLOR 2 / FORM 2 D COLOR 2 / FORM 3 E COLOR 2 / FORM 4 F COLOR 2 / FORM 5 G COLOR 2 / FORM 6 249 Posters Blank Print 66 Posters Print 31 Posters Print 4 Posters Print 4 Posters Print 4 Posters Print 4 Posters 2nd Row: Rotate Form 180° CC COLOR 2 / FORM 2 (180°) DD COLOR 2 / FORM 3 (180°) EE COLOR 2 / FORM 4 (180°) FF COLOR 2 / FORM 5 (180°) GG COLOR 2 / FORM 6 (180°) Print 16 Posters Print 5 Posters Print 5 Posters Print 4 Posters Print 4 PostersCOLOR 3 A E H R T I COLOR 3 II COLOR 3 III COLOR 3 IV COLOR 3 V COLOR 3 VI COLOR 3 249 Posters Blank 249 Posters Blank 249 Posters Blank 249 Posters Blank 249 Posters Blank
  • 19. 396 POSTERA A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A AE E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E E EH H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H H HR R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R RT T T T T T T T T T T T T T T T T T T T T T T T T T T T T T T T T T T T T T T T T TA A A A A A A A A A A A A A A A A A A A A A A A R R A E A A E H HE E E E E E E E E E E E E E E E E E E E E E E E E E E E H T T T E R R E H HH H H H H H H H H H H H H H H H H H H H H R R T T TR R R R R R R R R R R R R R R R R R TT T T T T T T T T T T T T T T T T T T T
  • 20. A A A A A A A AE E E E E E E E EH H H H H H T H HR R R R R R R R TT T T T T T T 48 VERSIONS
  • 21. A A A AA A A A
  • 22. NORM POSTER WALL 24m 1 2 3 E A T A H A R T E A R T H E T E R E A E R 4 H A T R H 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 5 6 7 8 9 A T H A R E T H A E T H T E 2 R H A E H E A T R E A T A H E A T E H R A E R H R E A H T H E A R T A E R H A 3 E T A R A R H E H E A R T H E A R H E T E A T E T E A H H A R T E T A E H A T A E 4 R H A T E A R A R T R E R A E T R E A T A R A H R E T A R A H E R R T A E R T7m 5.8m 5 A T R E H A T A R H E R T E H T R R H E T H E A T R E H A E R H E T E R T E R E 6 R H E R A T H E T A R T H R R E A T A H A E A T H T H R E R H R T A R A H R A H R T 7 T H T E R H A T E H E R H A R E H A T R H R E H T A E H A E T A H T E T H A T E A 8 H E T R A E R E A T H A E A H T R E T R H A T E A E R T E R A T A E H R A E R H A 9 T E A T R T A R E H R T R E R R T H A E T H R E H R A E T R H R T A E E R A E 21.12m WALL DIMENSION 9 × 44 POSTERS (=396) DIMENSIONS OF SINGLE POSTER 24m × 7m 21.12m × 5.85m 48cm × 65cm
  • 23. T E A R T H E T E R E T H A E T HR A E R H R E A H T H E A R T A E T E T E A H H A R T E T A E H AA R A H R E T A R A H E R R T A ET H E A T R E H A E R H E T E R TA T H T H R E R H R T A R A H R AR E H T A E H A E T A H T E T H A T E A E R T E R A T A E H R A ER E H R A E T R H R T A E E R
  • 24. 2 pt REPLICA PRO Regular4.5 pt REPLICA PRO Regular7 pt REPLICA PRO Regular9.5 pt REPLICA PRO Regular12 pt REPLICA PRO Regular14.5 pt REPLICA PRO Regular17 pt REPLICA PRO Regular19.5 pt REPLICA PRO Regular22 pt REPLICA PRO Regular24.5 pt REPLICA PRO Regular27 pt REPLICA PRO Regular29.5 pt REPLICA PRO Regular32 pt REPLICA PRO Regular37 pt REPLICA PRO Regular42 pt REPLICA PRO Regular47 pt REPLICA PRO Regular52 pt REPLICA PRO Regular57 pt REPLICA PRO Regular62 pt REPLICA PRO Regular72 pt REPLICA PRO Regular
  • 25. UnicaSB-RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789ÀÁÂÃÄÅÈÉÊËÌÍÎÏÑÒÓÔÕÖŠÙÚÛÜÝŸŽàáâãäåèéêëìíîïñòóôõöšùúûüýÿžÆÇÐŁŒØæçðłœøaáàâäãå&*.,:;‘’‚“”„‹›«»…"-–——_•·/|()[]{}©®™¦^°#!?¡¿@†‡%‰$£¥¢¤¶+=~÷×−<>¬±⁄μ"()/[]{}|/–——¬_«»‹›#°“”‘’‚„
  • 26. Reg
  • 27. akrvxy/7
  • 28. TALKING REPLICA, A CONVERSATION BETWEEN DIMITRI BRuNI (D) & MANuEL KREBS (M) C 01TALKING REPLICA �L/TALKING REPLICA /TALKING RE �LIPLICA /TALKIN �RG REPLICA /TAL �IKING REPLICA �B/TALKING REPLICA /TALKING �BIREPLICA �MRReplica Light �L C02 01 C04 07 C06 13 C08 19 C10 25 26 C12 37 38 C14 49 C15 55Replica Light Italic �LI C03 04 C05 10 C07 16 C09 22 C11 31 32 C13 43 44 C14 50 C15 58Replica Regular �R C02 02 C04 08 C06 14 C08 20 C10 27 28 C12 39 40 C14 51 C15 56Replica Italic �I C03 05 C05 11 C07 17 C09 23 C11 33 34 C13 45 46 C14 52 C15 59Replica Bold �B C02 03 C04 09 C06 15 C08 21 C10 29 30 C12 41 42 C14 53 C15 57Replica Bold Italic �BI C03 06 C05 12 C07 18 C09 24 C11 35 36 C13 47 48 C14 54 C15 60Replica Mono Regular �MR C15 61 C15 62��120PTC02–03 72PT C04–05 � 48PT C06–07 � 24PT C 08–09 � 16.8PT C10–11 � 12PT C12–13 � 9.6PT C14 � 7.2PT C15
  • 29. BOOKS Year Title Author Publisher W H Ratio T Typeface ISBN 1999 I ntroduction Norm Norm 210 260 F 5 Normetica 3-9521934-0-2 2000 Diplom SVG Div. Zurich University of the Arts 225 270 5:6 6 Block-B / Tetra A — 2002 The Most Beautiful Swiss Books 01 Div. Swiss Federal Office of Culture 198 231 6:7 9 LL Simple 3-85905-085-02002 The Things Norm Norm 210 260 F 12 LL Simple 3-931126-75-72002 Physiological Architecture Gilles Décosterd, Philippe Rahm Swiss Federal Office of Culture / Birkhäuser, Basle 165 220 3:4 23 Didot Elder 3-7643-6944-2 2002 Enjoy/Survive Olaf Nicolai Migros Museum für Gegenwartskunst Zürich / Die Gestalten Verlag, Berlin 175 230 F 6 Hammer / LL Simple / Tetra 3-931126-60-9 2003 The Most Beautiful Swiss Books 02 Div. Swiss Federal Office of Culture 198 231 6:7 12 LL Simple 3-9522700-0-82003 ECAL – Design Industriel Div. ECAL University of Art & Design Lausanne / JRP Ringier 160 210 F 22 Aral CT —2003 Bewitched, Bothered & Bewildered Div. Migros Museum für Gegenwartskunst, Zürich / JRP Ringier 160 230 F 24 Stempel Garamond 2-940271-29-1 2004 The Most Beautiful Swiss Books 03 Div. Swiss Federal Office of Culture 198 231 6:7 15 LL Simple 3-9522700-1-62004 ECAL – Design Graphique Div. ECAL University of Art & Design Lausanne / JRP Ringier 160 210 F 20 Swiss Gothic 2-940271-37-22004 7 Windmill Street W1 Mark Leckey Migros Museum für Gegenwartskunst Zürich / JRP Ringier 160 230 F 22 Bembo 2-940271-34-82004 Produktionsweisen Div. Zurich University of the Arts 162 216 3:4 26 DTL Documenta 3-906437-11-62004 Simple Norm Norm 160 230 F 3 LL Simple —2004 Risk Is Our Business Shirana Shahbazi Swiss Re Centre for Global Dialogue / Walter König, Cologne 220 270 F 13 Didot Elder 3-88375-774-8 2005 Distorsions Philippe Rahm Editions HYX, Orléans 200 300 2:3 11 AS Gold 2-910385-40-X2005 That Would Have Been Wonderful Andro Wekua Scalo / Edition Patrick Frey, Zurich 235 315 F 13 LL Purple 3-905509-58-X2005 Aufträge Div. Zurich University of the Arts 162 216 3:4 29 DTL Documenta 3-906437-11-6 2005 Mario Sala Helmhaus Zürich / Verlag für Moderne Kunst Nürnberg 165 220 3:4 30 LL Valentine 3-936711-56-92005 ECAL – Photographie Div. ECAL University of Art & Design Lausanne / JRP Ringier 160 210 F 19 Helvetica Neue Condensed 2-940271-37-22005 Bruce Lee Norm Norm 135 195 F 10 LL Replica Std —2005 Next Flag Div. Migros Museum für Gegenwartskunst Zürich / JRP Ringier 160 230 F 20 Belizio 2-940271-50-X2005 History Shahrzad JRP Ringier 118 170 F 32 DTL Fleischmann 3-905701-50-22005 Graceland Shirana Shahbazi Silk Road Gallery, Theran / Embassy of Switzerland in Iran 140 200 F 8 DTL Documenta — 2005 Cuttings Simon Starling Museum für Gegenwartskunst Basel 156 234 2:3 22 LT Univers 3-7757-1674-2 2006 Is It Now? Div. Zurich University of the Arts 162 216 3:4 29 DTL Documenta 978-3-906437-19-42006 Homes from Homes II Art & Language Migros Museum für Gegenwartskunst, Zürich / JRP Ringier 165 220 3:4 21 Unica SB, Helvetica Neue, LT Univers 3-905701-56-12006 Passage A Nicolas Faure Musée de l’Elysée, Lausanne / Steidl 295 236 5:4 14 Theinhardt 3-86521-245-X2006 Wer drei Mal die gleiche Bar betritt Judith Kuckart, Shirana Shahbazi JRP Ringier 96 147 F 5 DTL Documenta 3-905770-40-72006 Mir Shirana Shahbazi Sprengel Museum Hannover 96 147 F 5 DTL Documenta 3-89169-194-7 2007 18 Happenings In 6 Parts Allan Kaprow Steidl Hauser & Wirth 140 210 3:2 14 Berthold Akzidenz Grotesk 978-3-86521-488-12007 Autorschaft in den Künsten Div. Zurich University of the Arts 162 216 3:4 37 DTL Documenta 978-3-906437-22-42007 Drawings Lee Lozano Hauser & Wirth, Zurich / YALE 232 290 4:5 22 State This, New Century Schoolbook 978-0-300-11962-62007 Heute Marie José Burki Helmhaus Zürich / CRAC Languedoc Rousillon / Steidl 165 220 3:4 20 Helvetica Neue 978-3-86521-548-22007 Replay Marclay Christian Marclay Musée de la Musique, Paris / JRP Ringier 165 220 3:4 18 LL Tile Narrator 978-3-905770-57-52007 Zeichnungen Dieter Roth Gallery Eva Presenhuber, Zurich / JRP Ringier 220 330 2:3 29 Unica SB 978-3-905770-66-72007 Scenes From Every Land Peter Stoffel Edition Fink, Zurich 154 231 2:3 21 LL Replica Std 978-3-03746-123-52007 Superfundi Erik Steinbrecher Centre de la photographie Genève / JRP Ringier 220 275 4:5 8 Helvetica Neue 978-3-905770-69-82007 Flowers & Questions Peter Fischli, David Weiss Tate Publishing, London / JRP Ringier 165 220 3:4 29 Times 978-1-85437-647-32007 Meanwhile Shirana Shahbazi Barbican Art Gallery, London / JRP Ringier 210 280 3:4 11 Futura 978-3-905829-05-1 2008 Caro Niederer Waiting For Returns Steidl Hauser & Wirth 216 324 2:3 20 LL Replica Std 978-3-86521-628-12008 A Farewell To Movies, Abschied v. Kino Chris Marker Museum für Gestaltung Zürich 108 162 2:3 6 LL Replica Std 978-3-907265-04-82008 Ringier Annual Report 07 Peter Fischli, David Weiss Ringier AG 252 315 4:5 47 LL Replica Std —2008 Sonne Mond und Sterne Peter Fischli, David Weiss JRP Ringier 252 315 4:5 46 LL Replica Std 978-3-905829-41-92008 Cuttings [Supplement] Simon Starling The Power Plant, Toronto 156 234 2:3 9 LT Univers 978-1-894212-11-82008 Schmerz in den Künsten Div. Zurich University of the Arts 162 216 3:4 28 DTL Documenta 978-3-906437-26-22008 Las Vegas Studio Div. Hilar Stadler, Martino Stierli / Scheidegger & Spiess, Zurich 198 264 3:4 22 LL Replica Std 978-3-85881-717-42008 Beautiful Book Sabina Lang, Daniel Baumann JRP Ringier 165 220 3:4 16 LL Replica Std 978-3-905829-90-72008 Sun of 1913 Christina Hemauer, Roman Keller Swiss Federal Office of Culture 108 162 2:3 5 LL Replica Std 978-3-9523148-6-92008 Replica Type Specimen Norm Norm 216 288 3:4 3 LL Replica Std —2008 Autorenschaft in den Künsten Div. Zurich University of the Arts 162 216 3:4 38 DTL Documenta 978-3-906437-22-4 2009 What Duchamp Abandoned for the Waterfall Stefan Banz, Caroline Bachmann Scheidegger & Spiess, Zurich 144 192 3:4 41 LL Replica Std 978-3-85881261-22009 Corporate Diversity Div. Museum für Gestaltung Zürich / Lars Müller Publishers, Baden 198 264 3:4 18 LL Replica Std 978-3-0-778-160-92009 Katharina Fritsch Div. Kunsthaus Zürich / Hatje Cantz, Ostfildern 216 288 3:4 12 LL Replica Std 978-3-7757-2470-82009 Gerwald Rockenschaub Michel Gauthier Supervision / Ides & Calendes, Neuchâtel 225 300 3:4 18 LL Replica Std 978-2-8258-0239-72009 It’s Not Me It’s You Tirdad Zolghadr United Arab Emirates Pavillion for the 53rd Venice Biennale 180 270 2:3 12 LL Replica Std, Sign Painter 978-9948-15-161-62009 Promise vs. Reality Gerwald Rockenschaub Villa Stuck, Munich 225 300 3:4 4 LL Replica Std 978-3-923244-26-3 2010 Miroslav Tichy Div. International Center of Photography, New York / Steidl 216 324 2:3 39 LL Replica Std 978-3-86930-102-02010 Im göttlichen Licht San Keller Internationale Lichttage 120 180 2:3 3 Helvetica Neue —2010 Art And Artistic Research Div. Zurich University of the Arts / Scheidegger & Spiess, Zurich 162 216 3:4 42 DTL Documenta 978-3-85881-293-32010 Wim Delvoye Jean-Pierre Criqui Supervision / Ides & Calendes, Neuchâtel 225 300 3:4 15 LL Replica Std 978-2-8258-0236-62010 Car Crash Studies Raffael Waldner JRP Ringier 216 288 3:4 11 LL Replica Std 978-3-03764-114-9 2011 Pink Wave Hunter Vol. 1 Andro Wekua Kunsthalle Fredericianum, Kassel / Kunsthalle Wien / Castello di Rivoli, Torino 120 180 2:3 14 LL Brown 978-3-86560-961-82011 Pink Wave Hunter Vol. 2 Andro Wekua Kunsthalle Fredericianum, Kassel / Kunsthalle Wien / Castello di Rivoli, Torino 120 180 2:3 8 LL Brown 978-3-86560-961-82011 Pink Wave Hunter Vol. 2 Andro Wekua Kunsthalle Fredericianum, Kassel / Kunsthalle Wien / Castello di Rivoli, Torino 120 180 2:3 10 LL Brown 978-3-86560-961-82011 Supergreenhorn Erik Steinbrecher De Beyerd Graphic Design Museum, Breda 148 210 1:√2 22 Helvetica Neue —2011 Then Again Shirana Shahbazi Fotomuseum Winterthur / Steidl 198 264 3:4 23 LL Replica Std 978-3-86930-338-3 2011 Cyanotypes Christian Marclay JRP Ringier 216 324 2:3 19 LL Replica Std 978-3-03764-219-1 2011 What Anchors A House In Itself Andreas Fuhrimann, Gabrielle Hächler Lars Müller Publishers, Baden 186 248 3:4 19 LL Replica Std 978-3-03778-240-8 2011 Wear Them All San Keller San Keller 200 300 2:3 21 Helvetica Neue —
  • 30.
  • 31. SwatchFounded 1980Stores Worldwide 600Resellers Worldwide 12’000
  • 32. 9 x 1 x 16.069 16.433 x 2 4 5 6 7 8 10Logo Analysis 1,2 Different alignements of anchorpoints 3 Non-tangentail anchorpoints o 3 4 arc, optically not corrected 5 asymmetrical arcs 6 broken end-point 7 line weights, optically not corrected 8 asymmetrical cut 9 too big optical correction 10 asymmetrical 3.74 2.917 12.766 4.512 2.554 13.131 12.766 2.917 13.132 2.553 6 8 9 10
  • 33. red = previous drawingblack = corrected drawing 72 69 x x 69
  • 34. Swatch CIVersion LightVersion Bold
  • 35. Swatch CIVersion LightVersion NEW MediumVersion Bold
  • 36. Swatch CIVersion NEW Medium
  • 37. Swatch CIIsolation Area Logo / Version asymetrical isolation area
  • 38. Swatch CIIsolation Area Logo / Version asymetrical isolation area NEW Logo / Version extended isolation area, based on flag square
  • 39. Swatch CIIsolation Area x xxxx
  • 40. A Swatch CI Overview6 SubbrandsSwatchSwatch Sans Swatch ArabicSwatch Swiss Made Swatch Arabic Swiss Made
  • 41. Swatch CI OverviewCorporate Typeface1 Swatch CT RegularABCDEFGHIJKLMNOPQRSTUVWXYZÀÁÂÄÈÉÊËÌÍÎÏÒÓÔÖÙÚÛÜabcdefghijklmnopqrstuvwxyzàáâäçèéêëìíîïòóôöùúûüıȷfffiflffiffl0123456789#0���������"()[]/|*+?!&@_¶-–—‘’‚“”„…,.:;`¨´¸ˆ2 Swatch CT ItalicABCDEFGHIJKLMNOPQRSTUVWXYZÀÁÂÄÈÉÊËÌÍÎÏÒÓÔÖÙÚÛÜabcdefghijklmnopqrstuvwxyzàáâäçèéêëìíîïòóôöùúûüıȷfffiflffiffl0123456789#0���������"()[]/|*+?!&@_¶-–—‘’‚“”„…,.:;`¨´¸ˆ3 Swatch CT BoldABCDEFGHIJKLMNOPQRSTUVWXYZÀÁÂÄÈÉÊËÌÍÎÏÒÔÖÙÚÛÜabcdefghijklmnopqrstuvwxyzàáâäçèéêëìíîïòóôöùúûüıȷfffiflffiffl0123456789#0���������"()[]/|*+?!&@_¶-–—‘’‚“”„…,.:;`¨´¸ˆ
  • 42. Swatch CI OverviewCorporate Typeface1 Swatch CT Regular Once Again Red Sunday Some- thing New First Romance Evening Only Brilliant Bangle
  • 43. A Swatch CI Overview6 Subbrands Swatch Access / Single Line Left Alignment Right Alignment Swatch Bijoux Swatch Club Swatch Proteam Swatch Snowpass Swatch TV
  • 44. B SWATCH COLLABOrATIOnS B SWATCH COLLABOrATIOnS70 Standard Collaborations Single Line / Construction 71 Collaborations with Partner Logo Single Line x ½x ½x x x ½x ½x x xx xx xx fixed flexible fixed x ½x ½x xIsolation AreaThe isolation area is the minimum distance needed between the Swatch logo and every other graphic element. xThe isolation area is calculated as the distance x—from the height of the ‘s’ in Swatch—to all four sides of the logo. xConstruction of standard collaboration subbrandsThe length of a collaboration logo can be adapted to the name of the collaboration partner, only this part is flexioble. x Construction of collaboration subbrands with existing partner logosExample: adaptation of short name Existing partner logo are (optically) adapted to the Swatch x-height, the length is flexible. ExamplesExample: adaptation of long nameExamples
  • 45. A Swatch CI Overview8 Stationery 1 Business card 2 Business card, backsideMARTA MUSTER 3 Accompany card A56 4 Accompany card A5 Swatch AGRetail Operations InternationalTraining Project Leader Jakob Stämpflistrasse 94 Swatch AG Swatch AG 2500 Biel/Bienne 4 Jakob Stämpflistrasse 94 Jakob Stämpflistrasse 94 SwitzerlandPhone +41 (0)32 343 88 21 5 Address label 2500 Biel/Bienne 4 2500 Biel/Bienne 4Direct +41 (0)32 343 88 21 Swatch AG Switzerland SwitzerlandMobile +41 (0)79 343 88 23 Jakob Stämpflistrasse 94Fax +41 (0)32 343 88 21 2500 Biel/Bienne 4marta.muster@swatch.com Switzerland T +41 (0)32 343 95 80 T +41 (0)32 343 95 80 F +41 (0)32 343 95 81 F +41 (0)32 343 95 81www.swatch.com www.swatch.com www.swatch.com 6 Envelope C5, without windowMARTA MUSTER 7 Envelope C5, window right 5 8 Envelope C5, window leftRetail Operations InternationalTraining Project LeaderPhone +41 (0)32 343 88 21 9 Envelope C5, backsideDirect +41 (0)32 343 88 21 Swatch AGMobile +41 (0)79 343 88 23 Jakob Stämpflistrasse 94Fax +41 (0)32 343 88 21 2500 Biel/Bienne 4marta.muster@swatch.com Switzerlandwww.swatch.com 3 10 Envelope C4MARTA MUSTER 11 Envelope C4, window 4 12 Envelope C4, backsideRetail Operations InternationalManagement AssistantPhone +00 12 3456 78 90Direct +00 12 3456 78 91 Boutique Swatch 13 Envelope B4Mobile +00 12 3456 78 92 Shanghai Swatch Art Centre Co., LtdFax +00 12 3456 78 93 Bund 19 (No.23, East Nanjing Road)www.swatch-art-peace-hotel.com 200002 Shanghaimarta.muster@swatch-art-peace-hotel.com PRCwww.swatch.com1 2 Swatch AG Swatch AG Swatch AG Jakob Stämpflistrasse 94 Jakob Stämpflistrasse 94 Jakob Stämpflistrasse 94 2500 Biel/Bienne 4 2500 Biel/Bienne 4 2500 Biel/Bienne 4 Switzerland Switzerland Switzerland6 7 8 9 Jakob Stämpflistrasse 94 2500 Biel/Bienne 4 Switzerland Swatch AG Swatch AG Jakob Stämpflistrasse 94 Jakob Stämpflistrasse 94 2500 Biel/Bienne 4 Switzerland 2500 Biel/Bienne 4 Switzerland Swatch AG10 11 12 13
  • 46. A Swatch CI Overview10 Outdoor Advertisement 1.5 X 1.5 X 1— 3— 4X 1X 4X 1X 1.5 X 1.5 X 1.5 X 1.5 X 6X 6X ZONE PARTNER LOGO 4X ZONE PARTNER LOGO 4X ↙ Align logo to bottom left ↙ Align logo to bottom left 1.5 X 1.5 X SWATCH STORES: SAMPLE MALL A, SAMPLE STREET 123 / SAMPLE MALL B, SAMPLE STREET 123 0.5 X 1.5 X 1.5 X 2— 4— 4X 1X 1.5 X0.5 X 0.5 X Swatch Store - Via Banchi, 5 – PiSa SWATCH STORES: SAMPLE MALL A, SAMPLE STREET 123 / SAMPLE MALL B, SAMPLE STREET 123 0.5 X 1.5 X Swatch Store - Via Banchi, 5 – PiSa MAX. 120 SIGNS (UPPERCASE) → SWATCH STORES: SAMPLE MALL A, SAMPLE STREET 12345 / SAMPLE MALL B, SAMPLE STREET 1234 / SAMPLE MALL B, SAMPLE STREET 1234 MAX. 140 SIGNS (Titlecase) → Swatch Stores: Sample Mall A, Sample Street 1 / Sample Mall B, Sample Street 2 / Sample Mall B, Sample Street 3 / Sample Mall B, Sample Street 1 — Insertion of partner logo 2 — Insertion of location/addresse 3 — Insertion of partner logo and location/addresse 4 — Example, New Gent
  • 47. E SLEEVES E SLEEVES132 Creative and Corporate Area for VET5000, VETS83 and VET7000 133 Creative and Corporate Area for VET2000 and VET3000 CREATIVE CORPORATE AREA AREA CREATIVE AREA CORPORATE AREA CREATIVE AREA CREATIVE AREA Use CREATIVE AREA for – images, graphics and illustrations – isolated partner logos and claims Use CORPORATE AREA for – Swatch And Collaboration Logos – Numbering – Name Of Watch/Event – Technical Label – Name Of Artist SAMPLE ABC SAMPLE ABC
  • 48. H retAIL H retAIL206 full frame Shop 207 full frame Shop / Adaptation of the Logo Adapt logo vertically and horizontally. – Isolation area defines max. size. – full frame with a horizontal adaptation must be adjusted to the window size (and not to the total frame size). Logo must be centred over bulkhead. Vertical adaptation of isolation area Logo must be centred over shop window. Horizontal adaptation of isolation area
  • 49. SWATCH CI OVERVIEWCorporate TypefaceABCDEFGHIJ4 Swatch CT ProductKLMNOPQRSTUVWXYZ0123456789#"()[]/|*+&_-–—‘’‚“”„,.:;←→↖↗↘↙
  • 50. omegaabcdefghijklmno pqrstuvwxyz abcdefghijklmnopq rstuvwxyz 0123456789
  • 51. OMEGA
  • 52. OMEGA CT – BoldSeamaster—OMEGA CT – RegularDe Ville—OMEGA CT – ItalicSpeedmaster—
  • 53. SUPERFICIAL
  • 54. A
  • 55. C
  • 56. D
  • 57. B
  • 58. E
  • 59. F
  • 60. NormSan Francisco/June/2012

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