Corporate Design Group ManualEverything is clear. And simple.Updated September 20192Baloise Design Guidelines — V2.1DownloadsBrand-distinguishing elements— Baloise logos— Baloise lineContents 3 Preface 4 Corporate design 5 Brand wheel 6 Brand principle12 Design examples13 Brand elements15 Logo16 Word/device mark, logo versions17 Logo construction, minimum size, protected area18 Logo colour and background19 Logo position20 Colour21 Colour weighting22 Primary colours23 Secondary colours24 Use of colours25 Baloise line26 Line construction27 Logo distance from Baloise line28 Use of the Baloise line29 Fonts30 Corporate font32 System font33 Use of text colours35 Use of colour for additional elements37 Pictorial world38 Look & feel39 Print media40 Introduction41 Layout structure42 Brand-distinguishing elements43 Layout examples44 Baloise line in DIN formats45 Grid46 Format margins47 Headings/subtitles48 Text hierarchy49 Text size50 Everything at a glance51 Digital media52 Introduction53 Use of the logo55 Colour weighting56 Colour values57 Fonts in digital applications58 Baloise line in digital applications59 Elements60 3-D61 Introduction62 Applications in 3-D67 Contactf Return to Contents3Baloise Design Guidelines — V2.1PrefaceA brand rich in historyFounded in 1863 as “Basler Versicherungs-Gesellschaft gegen Feuer-schaden”, the Baloise Group of today employs 7,600 people and operates successfully in five countries under the umbrella of Bâloise Holding Ltd. In Switzerland, we also operate as a specialised financial services provider, offering a combination of insurance and banking services.With our focus on risk-conscious target clients and our “intelligent preven-tion” approach, we create added value, nurture close client relationships and set ourselves apart from our peers in the market. As we are all proud of our Baloise, we always show ourselves from our best side – consistent, clear, level-headed and committed to high quality standards.A corporate image that is uniform, aesthetically pleasing and harmonious in terms of form serves as the foundation for an authentic brand presence. The corporate design guidelines help us to effectively present the Baloise brand and sustainably strengthen the recognition of our brand, internally as well as externally. In this way, the corporate design guidelines make an essential contribution to the success of our company and our products. The rules defined in this CD manual guarantee a uniform brand presence in all Baloise countries. The objective is to ensure that all of us have the same understanding of the “Baloise” brand: what should be the visual tone, and what are the central design principles? Which elements are binding, and where is there some design flexibility? Our guidelines follow the motto: “As many rules as necessary, as much freedom as possible.” Our corporatedesign should support our positioning in a manner th...
