BRAND GUIDELINE + TOOLKIT Powered by
Nigeria
What’s Inside… What is a Brand Why is it Important Visual Brand Guidelines o Basic Elements o Walking Man Logo o Eddie o Global Citizen o Global Talent o Young Leaders AIESEC in writing AIESEC in your university Social Media Guidelines Creative Direction o Do’s o Dont’s How can I Make Brand Aligned Advertising?
What is a Brand? • A Brand encompasses the concepts, ideas, and feelings that are associated with a particular company, product or organization. • Strong branding goes beyond just logos and taglines, but evokes a spirit and emotion towards the product. • Branding is about connecting your idea to people on an individual level. A strong brand should build a relationship with it’s audience. For AIESEC, strong branding connects people to our product and mission. Some things to consider when developing the brand at your local level: How do we want externals to view AIESEC? What embodies the AIESEC spirit? Why did you join your local committee? What made you stay?
Why is this Important? • AIESEC is a student organization and our legitimacy depends on how professional externals view our organization • Businesses, students and EP candidates must buy into our brand • As AIESECers it is our job to act as brand ambassadors for our organization and make sure that everything we do reflects positively on AIESEC
“It’s the role of every
MEMBER to build and sustain our
Brand”
Visual Brand Guidelines Walking Man Logo:
Supported internationally, should always be used when affiliated with AIESEC AIESEC Nigeria cannot use the logo with the global descriptor below it DO NOT change the coloring of the logos or add your university’s name as a part of the logo All logos can be found on the logo guidebook on myaiesec.net/GIS
EDDIE • Eddie is not a logo of AIESEC Nigeria or AIESEC International • Eddie is the logo for myaiesec.net • Should never be used externally, on social media, printed materials, or websites • It is recommended to not use Eddie on t-shirts and promotional materials • Eddie should never be seen: • Smoking • Drinking • Dressed in or holding flags • In any sexual or provocative manner
AIESEC in writing • Always capitalized, unless referring to myaiesec.net • While originally an acronym, AIESEC has now since been adopted as the official name of the organization • Our impact: our international platform enables young people to explore and develop their leadership potential for them to have a positive impact on society
Things to keep in mind… • AIESEC is an organization that caters to many different markets (students, businesses, EP candidates) • When pitching AIESEC to a specific market, think about what is important and will interest them • Try not to confuse your audience by trying to explain all aspects of AIESEC in a single pitch
“Externals includes university advisors, business partners, potential new members and EPs”
“Avoid using acronyms when talking about AIESEC to externals, they will have no idea what you are saying” AIESEC in your University • Your local committee is a local operation or branch of AIESEC Nigeria • You are not a student club or group at your university
• DO NOT put your campus logo or name as a part of the AIESEC logo, you can have it below or next to it but never combined with it
Social Media Guidelines • Social media is one of the most effective mediums of showcasing AIESEC to externals • But if not used effectively, social media can deter the audience away from our organization of give a poor image of AIESEC • Use common sense and discretion when posting on your social media accounts, if you think it is unprofessional, don’t post it! • Your social media page should be used for external marketing only • If you want a space for your local committee to be connected, create a private Facebook group or use Podio! • Don’t use internal abbreviations (ICX, OGX etc.) always use the full wording (Incoming Exchange, Outgoing Exchange etc.) on your external page • Don’t post anything sexually/racially/politically charged on your external page! • Use caution when showcasing AIESEC culture (roll calls, punishments, etc.) on your external social media pages • Make sure you are using the page to showcase AIESEC’s professionalism
www.facebook.com/AIESECNigeria
www.twitter.com/AIESECNigeria www.linkedin.com/company/aiesec-nigeria
• DO NOT post anything with alcohol or drug references • Does your social media profile explain who we are, what we do and why we do it?
AIESEC Nigeria
Creative Direction DONT’s
DO’s ●
Use high resolution images This will make the design appeal more professional and trusted.
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You can use font with different weights because mixing fonts is a hard task on every designer so let’s not risk.
o Don’t have too many info ain a poster
Unify each program in shapes and colours
posters should be catchy the less content the better the design, it will be more clear than if it’s filled with text. Don’t overlap things too much Overlapping hides the content somehow so try to make it stand on solid backgrounds.
This will give an identity to it and will make the project easily recognizable.
o
Use contrast effects
o Don’t use the effects that are too detailed
This will make your designs eye catchy and more attractive to read. ●
o Avoid using more than 2 fonts
Use the main product logo As an example the product is global talent and marketing, so you can’t have any design without the main logo of global talent first the marketing logo.
No gradients, too many opacity boxes without a reason (for text), don’t use the 3D effect, all these design icons that no designers use except the ones who are really professionals in doing that.
o Don’t place text over the logos It takes from the worth of the logo. And the text will be visible enough. o
Don’t use low contrast background It makes the content of your design unreadable, and less attracting to the eyes.
o Don’t include too may logos Even if you have many partners for an event make a poster especially for partners rather than smashing them in a poster with other content. Or you can use them in one row small and all the same size aligned. o
Don’t make your design with no purpose As an example a poster has a main message that you will convey it with one main idea rather than having too many ideas and messages that confuse the viewer.
o Don’t use more than one style or effect If you use opacity as an example don’t add on a blur effect it makes the promotional product look very cheap. It’s as if you wear all your pretty stuff at once neither will shine and stand out.
o Don’t put the logos or text over a noisy area Place the text and logos over a blank area in an image.
Don’t use more than one shape in the poster o Don’t use the LC’s logos in any external promotion o
Externals should see us as one not entities inside the organization. LC logos should be used for the internal promotional content only. As an example write “AIESEC in X is recruiting”.
o Don’t make AIESEC logo too small It’s your main focus as it brands your promotional content very well and makes it look professional. It should not be less than 30%. Check AIESEC posters online.
1.1
STEP 1
STEP 2
STEP 3
CONTENT BASICS
DESIGN BASICS
CONSISTENCY IS KEY
2.1 CUSTOM SIZES ACCORDING TO CHANNEL
3.1 CREATE YOUR OWN STANDARD WAY TO USE BANNER AND SHAPES
CHOOSE YOUR LANGUAGE
The language that you choose needs to be the official one for all the programmes in AIESEC Nigeria. Which is English
1.2
SELECT YOUR SUB-BRANDS
Depending on your LC focus issues or sub-products, select the main icons that you want to use.
1.3
MAIN MESSAGE
Think about which message you want to deliver for each sub-brand. What would your customer be interested in? What is the value of your programme? How can you make it catchy and attractive at first sight?
Adapt the size dimensions of your materials to the different promotion channels you’ve selected for your strategy. Different online platforms have different preferred image dimensions and specifications.
2.2
SELECT YOUR FONT TYPES
You can complement the official font with another font type to make the design more visually dynamic.
2.3
IMAGES AND COLORS
Define your own fixed set of colours and images that need to be used for each main brand and sub-brand across all channels.
Create something that embodies this global brand but is attractive for your local audience.
3.2 USE THE AIESEC NIGERIA BRAND GUIDELINE TO UNDERSTAND THE STANDARDS FOR USING EACH BRAND AND SUB-PRODUCTS 3.3 TEMPLATES! TEMPLATES!! TEMPLATES!!! Use the templates that will be constantly updated on the AIESEC Branding Wiki so we can have a unified brand.
“You are a reflection of AIESEC’s impact so act like it! Always be professional when addressing externals about AIESEC” AIESEC Nigeria Branding wiki: bit.ly/aiesecnigeriabrandingwiki
QUESTIONS? CONTACT: JOSEPHUS.AYOOLA@AIESEC.NET MC MARKETING and COMMUNICATIONS RESPONSIBLE.