Swatch is a men’s watch brand owned by The Swatch Group Ltd. It was founded in 1983 by the businessman Nicholas George Hayek. The headquarters is located in the city of Biel canton of Bern (Switzerland).
Meaning and History
The appearance of this European brand was supposed to be a counterweight to the Asian market with a stream of cheap copies of watches. This is exactly what Nicholas George Hayek intended when he bought the base for his future project – two watch manufacturers that went bankrupt. These were ASUAG and SSIH.
Moreover, the entrepreneur set out to produce simple and affordable models. So he combined modern artificial materials and advanced assembly technologies in the brand’s products. He also radically revised the design and logo, after which he launched his series of goods, combining an affordable price with Swiss quality.
It is believed that this principle is emphasized by the name of the trademark, which is reflected in the logo. After all, it is formed from the merger of the two foundations: Second + Watch. Choosing such a name, the owner wanted to convey to customers that nothing lasts forever and that his products are inexpensive, simple, and temporary (disposable, for every day). Although, according to another version, it is believed that the name of the company came from the combination of the words “Swiss Watch.”
The corporate logo of the timeline has never changed. It looks the same as in the year of appearance. It includes two basic elements: graphic (flag of Switzerland) and verbal (brand name).
The text is written in smooth lowercase letters. They have a streamlined shape and rounding (even in the corner parts) to maximize the association of the logo around the clock. The lower half of the “s” is flat, like the top, so the symbol stands firmly on the base. Interesting elements are distinguished by two more signs: “a” and “t.” The former has an open leg at the bottom, while the latter lacks half of the horizontal stroke.
The graphic part of the emblem consists of a wide cross with identical fragments in length. At first, you might think that this is a designation of the Red Cross International Organization, but this opinion is erroneous. The logo used an element of the Swiss state flag – a white cross on a red background, while the Red Cross has the opposite colors. This technique has marketing value: it recalls that the products are manufactured in Switzerland – the most important watch country in the world.
Font and color
The letters in the word are made in lower case and are located as even as possible so that the tops exactly match. Legs “t” and “h” are the same in height. The headset is individual, reminiscent of Swatch it, which was developed by Samuel Park.
The color palette is not diverse and consists of white (cross), red (flag, closer to scarlet), black (letters). Alternatively, the brand name may be white on a gray background.