Swatch Corporate Typeface (Swatch CT) is a contemporary multilingual typeface encompassing all Western and Middle Eastern languages used in countries where Swatch™ is present. All Swatch branches, dealers, resellers, and manufacturers are to use Swatch CT.
In 2010, NORM (Dimitri Bruni, Manuel Krebs & Ludovic Varone) was commissioned to create the Latin corporate typeface for the Swiss wristwatch manufacturer Swatch. Based in Zurich, Switzerland, NORM designs and publishes books and typefaces, including research in the field of type and graphic design.
In 2013, NORM called upon Lebanese type designer Pascal Zoghbi from 29Letters for the development of Swatch CT extended Arabic character set to build a consistent and unique Swatch identity in the Middle East.
Pascal Zoghbi designed the Arabic glyphs to complement the visual identity of the Latin glyphs in Swatch CT. Since the Latin glyphs were based on the sans-serif style, Pascal created a simplified Naskh, low-contrast Arabic style. The Arabic letters were designed with equal proportion, weight, and contrast to the Latin letters.
Pascal was keen on designing the Arabic to distinguish it from the other simplified Naskh fonts. Although Arabic glyphs are more organic than their Latin counterpart, the Swatch feel is present in both scripts and embodies the stylish and unique look of Swatch wristwatches.
There is a symbolic value to the collaboration between Pascal Zoghbi and NORM to create the corporate type for Swatch, because it is the Lebanese entrepreneur Nicolas Hayek who launched the brand in 1983 and founded The Swatch Group with remarkable success in Switzerland.
It is important to note that Swatch CT is the typeface used for all Swatch publications and advertisements, which is totally different from Swatch’s logotype structure and design.