Take five

To give you a quick head-start, we have summarized the five most important elements of the RUAG International brand design in our ‘Take Five’ Design Elements Manual. With the manual, you always have on hand what you need to ensure that our brand and product marketing remains consistent and compelling. Because, as you will see, a strong and concise brand design may be subtle, but it is never complicated.

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A bold and unconventional statement

The wordmark RUAG International always appears with the claim “Together ahead.” Together they form the distinctive RUAG International logo and are an inseparable unit with regard to appearance and content. Our claim contains our promise in a nutshell, emphasises the value we place on collaboration and mutual success and communicates openness and accessibility visually and content-wise. The robust and nearly impregnable wordmark appears like a rock in the surf and evokes trust and reliability. Together they assertively convey the RUAG International promise internally and externally and pave the way into the future.

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A unique, powerful signal

A distinct colour signal is essential for clear recognition. We use a strikingly fresh and optimistic color combination that clearly differentiates us from the competition. Beyond the mere aesthetics, our colours reflect essential traits of our brand personality. Blue is the colour of clarity, rationality and reliability. Deep purple is associated with high energy and human aspects. In ancient times, purple was the emperor’s colour and it still signifies high military ranks today.


A typeface against facelessness

Like our colours, our typography breaks with the usual conventions of technology corporations who usually communicate preciseness and accuracy with the same sober, straight-lined typefaces that have a filigree line-width. Corporate E, our corporate typeface, stands in opposition to this somwehat sterile appearance and makes a bold, humane statement. Like our claim «Together Ahead», Corporate E expresses a personal and down-to-earth attitude. With its characteristic serifs, it stands stable and expressively contrasts functional, technical typefaces. Set in the deep purple, Corporate E underpins our personal and independent approach. 

To request the licensed Fonts Corporate E and Frutiger please use ITOS (for internal use only):