LOGO

The logo stands for the company. This means of identification is paramount for a company that operates in the public sphere. The main aim is to recognise at first glance all Schwabe communications as belonging together and to differentiate them from those of other companies. This is what makes a look unmistakeable and memorable, which strengthens the identity long-term.

The logo is the most important design element in corporate design. The Dr. Willmar Schwabe logo consists of a signet combined with wording. The design principle and the combination of signet and wording ensure ease of recognition.

In exceptions / special cases, the signet can be used separate to the word mark (e. g. quality seal, pins, flags, etc.). The use of the signet alone on business stationery (letterhead, business cards, etc.) is not allowed in general. The composition of the logo may not be changed or modified.

Within the logo, the signet is always set at a fixed distance to the left of the wording. The form of the logo and the colours are fixed and may not be changed. This clear design principle ensures ease of recognition. In exceptional cases, the signet may be used on its own (e. g. trade fair, signage, etc.)

There are clear rules for the different applications of the logo. Other applications are not allowed.

The minimum height of the “Schwabe S” is 7 mm. It must be at least this height. In special cases, the “Schwabe S” including wording may also be used in the minimum size of 7 mm.

The logo exclusion zone is the minimum distance that must be maintained between the logo and other elements. This is important so as not to reduce the visual impact of the logo.

The logo exclusion zone is equal to half the height of the signet. In exceptional cases, the minimum exclusion zone (¼ of the height) may be applied.

The basis for the size of the logo in different media is A4 portrait format with signet height X = 18.5 mm. With formats larger than DIN A3 the logo is scaled up in proportion to the format. With all formats smaller than DIN A4 the logo version with signet height X = 16 mm is used. 

For all undefined formats, the following clearspace measurements must be observed: 

logo to Chroma line: ½ X; margin width: ⅜ X  

The logo should always be positioned flush right except for web usage.

Don’ts

Applications on coloured fields or coloured backgrounds that are not allowed (exception: positive application on fields with a maximum colour coverage of 20 %).

For optimum logo display on coloured backgrounds (colour coverage from 20 %) or photos, the quality seal is used. It gives the logo the necessary white space to stand out from the background. Both the signet on its own and the combination of signet and strapline can be used.

The quality seal should only be used as an absolute exception, when the layout does not allow for the necessary white space (e. g. for media with full-page image backgrounds).

Positioning of the quality seal follows simple rules. It can be positioned in the format from top or bottom, left or right. The distance from the edge is always 7 mm for the commonly used formats DIN A4 and DIN A5.

Don’ts

Positioning of the quality seal follows simple rules. It can be positioned in the format from top or bottom, left or right. The distance from the edge is always 7 mm for the commonly used formats DIN A4 and DIN A5.

Especially designed for the use on title pages, the Schwabe Flag is a variation of the Quality Seal and corresponds in its shape to the Quality Seal in its minimal height. In contrast to the Quality Seal, the Schwabe Flag is used in a larger size which corresponds to the height of the logo or signet defined for the respective format.

Unlike the Quality Seal, there is no alternative shape or composition option of the Schwabe Flag – its  proportions are fixed. Additionally, it may only be used on the right-hand side either at the top or bottom of the page.

The strapline may also be used as supplementary wording to the signet. The strapline is used globally in English over two lines. The coloured applications are fixed.

Please use the strapline as often as possible, as it sums up our purpose well. When using the logo, it should always be placed below the company name.