SECONDARY DESIGN ELEMENTS

Our secondary design elements add a certain extra to our design. 

A three-part bar of colour, the “Chroma Line”, is used as a secondary graphic element. The Chroma Line is divided into the corporate colours Aqua Green, Schwabe Green and Spring Green. The colours appear in this exact order. The Chroma line creates an upper boundary and clearly structures the layout.

The Chroma Line is used for different types of media, e.g. for web design, print media and office stationery.

Please note: 
In our updated design, the Chroma Line is no longer used on title pages  e.g. for brochures and flyers – but on back pages (see “Design grid on back pages” in layout system). However, previous applications with the Chroma Line on the title are still valid. Newly created materials should follow the new application type. 

Again, the structure of the Chroma Line is determined by the dimensions of the signet. The signet with or without wording can be positioned underneath the line (always corresponding with the Schwabe Green part of the line).

Don’ts

The Awareness Tag complements the brochure title as an optional element. It is always aligned to the left or right of the margin and its height and width are defined for each format. The size and type of typography is the same for all standard formats.

It may be used in the colours Schwabe Green, Spring Green and Aqua Green. The colour of the Awareness Tag should be chosen so that it stands out well from the image motif. Its colour does not necessarily have to match the colour of the bar for the page numbers in the inner section.

The Awareness Tag always follows the same basic structure. It begins with the phrase ‘Ganz bewusst’ (‘Very aware’), followed by a variable adjective or verb depending on the level of communication. The second line ‘Natürlich Schwabe.’ ‘Naturally Schwabe.’ is also invariable.