In today’s global society countries compete with each other for the world’s attention, for people, for foreign investment and capital. Where people spend their holidays, where companies invest, which university scientists select for their research activities, or where major conferences are held – all these decisions affect the importance and the prosperity of a country. The way a country is perceived abroad is central for such decisions.
Switzerland Corporate Design Manual
Therefore a country cannot allow itself to be indifferent to its image abroad. Focused, consistent and strategic communication is needed to grant a country a sustainable, distinguishable and advantageous image in the world, in other terms a “nation-brand”. Successful nation branding, i.e. communicating a unique, unmistakable profile, makes a country stand out above others. In this respect, nation branding is a vital investment into the future of a country.
It is the FDFA, Presence Switzerland’s goal to establish the nation Switzerland as a strong brand. Creating a consistent content and a visual basis – a corporate identity – for Switzerland’s presentations all over the world is the key to the success of the Brand Switzerland.
This manual contains the visual guidelines for Switzerland’s worldwide presentation initiated and / or sponsored by the FDFA, Presence Switzerland. A consistent application of these rules and guidelines is needed to strengthen the brand. The uniform appearance is the base to increase the impact of our activities by a higher degree of recognition.
We thank everybody who helps us creating a uniform appearance of Switzerland worldwide by applying the following rules and guidelines.
FDFA, Presence Switzerland.
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