AIESEC Brand Toolkit v1.0 [July 2004]
AIESEC Brand Toolkit
AIESEC Brand Toolkit v1.0 [July 2004]
•Why Branding •AIESEC Brand Promise •Positioning •Logo •Color •Typography •Templates •Brandsite
Agenda
AIESEC Brand Toolkit v1.0 [July 2004]
Why Branding
AIESEC Brand Toolkit v1.0 [July 2004]
Why Branding?
•A brand is more than just a slogan – it is the image and associations we want others to have of AIESEC •A brand is more than just an image – it is a description of the organization we want to be •A brand is more than just a description – it is a choice to be the organization we have described and to help others form that image of us
What is a brand?
AIESEC Brand Toolkit v1.0 [July 2004]
Why Branding?
•To be more consistent and credible •To attract more stakeholders to our organizations and give us a competitive advantage •To attract the right stakeholders and to set the right expectations •To align and leverage the new AIESEC XP
Why Branding?
AIESEC Brand Toolkit v1.0 [July 2004]
AIESEC Brand Promise
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
•A set of elements that give a more complete and textured description of our brand – in effect our promise to our stakeholders •Aspirational – we should evolve our messages and strategies to meet the brand promise •An organizational effort – developed in a workshop with 20 countries based on 1000 surveys from 70 countries and with professional consultation
What is a Brand Promise?
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
•Essence •Primary Elements •Secondary Elements
What is our Brand Promise?
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
•Level of ambition - we want to produce people who will be proactive and positive forces in society (versus just impacting individuals) •Develop and Discover - we both develop young people and help them explore/discover the direction and ambition of their future •Global Reach – our incredible presence in over 800 universities in 89 countries and territories •International Experience - the constant and numerous opportunities to interact and experience an international environment •Access - we provide organizations with various points of access to the talent within our organization •High-Potential People - we are attracting and retaining high-potential people •Fun part - it is fun and enjoyable to be a part of AIESEC •By Youth For Youth - it is a feat in itself and draws a clearer contribution to society
AIESEC Uniqueness
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
•AIESEC is the platform - the individuals drive their own experience •We help individuals to both develop and discover their potential •Our ambition is to develop people that will have a positive impact on society
Activating Leadership
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
•We have a tremendous scope with over 700 offices in 89 countries and territories •We attract and cultivate people with global mindsets •AIESEC provides a global lifestyle
Global
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
•AIESEC connects young people to each other and organization on a social, interest, and professional level •AIESEC connects organization to young people - their talent and diversity
Connecting
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
•The way we as young people do things - with passion, energy, and commitment •Youth represents the future - which further communicates our contribution to society •We are more than your typical student organization
Youth Driven
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
•Our attitude - that we strive for excellence in all we do, including our service •Our people - that we have excellent people •Our organization - that we are a leading and respected organization
Excellence
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
•The fun and spirited side of AIESEC •That this fun and spirited side is one of the reasons our close partner organizations and our members are involved with AIESEC
Enjoying
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
•Broader concept - includes not only cultures but also perspectives and people •We make the most of diversity - celebrating it, embracing it, creating synergy •This is an externally relevant concept we can offer to organizations •Diversity of perspectives - we do not represent one point of view
Diversity
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
AIESEC Brand Toolkit v1.0 [July 2004]
Reinforces Global and describes nature of AIESEC experience
Positioning
Most accurate description of the Youth-driven element of AIESEC brand promise
The international platform for young people to develop and discover their potential Represents the different opportunities we offer. It addresses Connecting and brings out the self-driven aspect of Activating Leadership.
Global Descriptor
Develop and discover is a distinguishing feature of AIESEC experience and Activating Leadership
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
•Strongly addresses our essence and each of the primary elements of Brand Promise •Hits the main benefit-reason for students joining AIESEC while being relevant to organizations •Within written text or spoken communication, we use the complete sentence of: AIESEC is the international platform for young people to discover and develop their potential to have a positive impact in society.
Global Descriptor
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
•Simple and powerful way to communicate our essence as a platform to activate leadership •Questions sets grab attention and allow use to highlight different opportunities of AIESEC and elements of the Brand Promise •Completes a logical thought with the descriptor •Versatile to enable MCs and LCs to craft campaigns to address different needs, stakeholders, and situations.
It’s Up To You
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Are you following the masses or following your passions?
It’s Up To You – Student Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Are you eating Chinese Take Out or Dining in Beijing?
It’s Up To You – Student Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Are you reading case studies or developing global strategies?
It’s Up To You – Student Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Is leadership in your new hires a “must do” or a “must have”?
It’s Up To You – Organization Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Are you going after new markets or bringing them to you?
It’s Up To You – Organization Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Is AIESEC a part of your past or a part of your present?
It’s Up To You – Alumni Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Are your AIESEC friends just memories or just a click away?
It’s Up To You – AIESEConnect Example
AIESEC Brand Toolkit v1.0 [July 2004]
Logo
AIESEC Brand Toolkit v1.0 [July 2004]
Logo
•Developed in 1991 – still relevant and important •Represents young people heading towards the future, become clearer in what they want to do with their lives •It should not be modified in anyway
Logo Rationale
AIESEC Brand Toolkit v1.0 [July 2004]
Logo
•Blue Logo on AIESEC Orange Background •Blue Logo on White Background •White Logo on AIESEC Blue Background •Black Logo on White Background (only in b/w print)
Color Combinations
AIESEC Brand Toolkit v1.0 [July 2004]
Logo
•To protect strength and integrity of logo •This includes country/LC names, changing background colors, or adding a shadow.
1 unit = height of people 1 unit free space on the right ½ unit free space on bottom, top, and left
Free Space
AIESEC Brand Toolkit v1.0 [July 2004]
Logo
Bleeding off page Covering 80% of page width 1.5 units from edge of page 8mm on A4 Global descriptor right aligned and same colour as logo
Placement and Size
AIESEC Brand Toolkit v1.0 [July 2004]
It’s up to you! Icon
AIESEC Brand Toolkit v1.0 [July 2004]
Color
•Important part of brand identity •Do not change style, language, font, spacing, or content of the icon •Recommended placement is on bottom, half-embedded in orange, and with blue line •60% width on posters and ads •30% width on other templates •Free space equal to height of text •In text, use full text and translate only if meaning is still valid and crisp
It’s up to you! Icon
AIESEC Brand Toolkit v1.0 [July 2004]
Color
AIESEC Brand Toolkit v1.0 [July 2004]
Colour
•Consistent color increases greatly recognition and credibility •Orange and blue supplement well; vibrant and young •Primary colours should be displayed prominently on all materials
Blue
Orange
PMS 286C
CMYK C 100 M 76 Y0 K 18
RGB R0 G 51 B 153 #003399
Primary Colours
PMS 1235C
CMYK C0 M 40 Y 90 K0
RGB R 255 G 153 B 51 #FF9933
AIESEC Brand Toolkit v1.0 [July 2004]
Alumni
PMS 484C
CMY K C0 M 100 Y 100 K 30
RGB R 151 G0 B 10 #97000A
Organisations
PMS 313C
CMY K C 100 M0 Y5 K 10
Students
PMS 382C
RGB R0 G 152 B 208 #0098D0
CMY K C 40 M0 Y 100 K0
RGB R 182 G 200 B 39 #B6C82 7
RGB R 128 G 204 B 232 #80CCE 8
CMY K C 20 M0 Y 50 K0
RGB R 219 G 228 B 147 #DBE49 3
RGB R 205 G 235 B 246 #CDEBF 6
CMY K C8 M0 Y 20 K0
RGB R 241 G 244 B 213 #F1F4D 5
RGB R 218 G 240 B 248 #DAF0F 8
CMY K C6 M0 Y 15 K0
RGB R 244 G 247 B 224 #F4F7E 0
50%
CMY K C0 M 50 Y 50 K 15
RGB R 203 G 128 B 133 #CB8085
CMY K C 50 M0 Y 2,5 K5
20%
CMY K C0 M 20 Y 20 K6
RGB R 235 G 205 B 207 #EBCDC F
CMY K C 20 M0 Y1 K2
Color
•Alumni – Maroon •Students – Green •Organizations – Light Blue •Saturations: 100%, 50%, 20%, 15% •Gives additional consistency and gives distinguishing and versatility to design •Should be first color used after primary colours
15%
CMY K C0 M 15 Y 15 K 4,5
RGB R 240 G 218 B 219 #0DADB
CMY K C 15 M0 Y0 K 1,5
Stakeholder Highlights
AIESEC Brand Toolkit v1.0 [July 2004]
Blue
Orange
PMS 286C
CMY K C 100 M 76 Y0 K 18
PMS 1235C
RGB R0 G 51 B 153 #003399
CMY K C0 M 40 Y 90 K0
RGB R 255 G 153 B 51 #FF9933
CMY K C0 M 20 Y 45 K0
RGB R 239 G 209 B 150 #EFD196
CMY K C0 M8 Y 18 K0
RGB R 249 G 238 B 215 #F9EED7
CMY K C0 M6 Y 13,5 K0
RGB R 250 G 242 B 225 #FAF2E1
50%
CMY K C 15 M 11,4 Y0 K 2,5
RGB R 134 G 138 B 186 #868ABA
20%
CMY K C 20 M 15,2 Y0 K 3,6
Color
RGB R 205 G 207 B 228 #CDCFE4
•Saturations of primary colours can be used to give more versatility to our palette •For non-stakeholders, they can be first colour after hard primary colours •For stakeholders, can be used as additional color after stakeholder highlight.
15%
CMY K C 15 M 11,4 Y0 K 2,7
RGB R 218 G 219 B 235 #DADBEB
General Highlights
AIESEC Brand Toolkit v1.0 [July 2004]
Typography
AIESEC Brand Toolkit v1.0 [July 2004]
Font
•The consistency of typography strengthens the visual recognition of our brand •Arial – for general use and printing •Verdana – for web Arial ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz Verdana 1234567890 ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1234567890
Font
AIESEC Brand Toolkit v1.0 [July 2004]
Creation Guide
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
Basic Guidelines •Choice •First Okay, Then Better •Reasonable Gap •Purpose (brand promise element, opportunity) •Connection
It’s up to you! questions
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
Basic Guidelines •Diverse young people showing confidence fun •Clear space for question set (if used as backdrop) •Use high quality •Blue filter for poster/ad/leaflet or front page image
Creating and Using Images
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
Basic Guidelines •Used in EPS format – so need graphics program •Suggested to use vector graphics program, such as Illustrator, CorelDRAW or Freehand •Suggested font sizes included
Using Templates
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•With or without image •With or without sponsors •Use 3-7 questions per campaign •Pick one design per campaign
Posters
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Same as posters •Can put case studies on back
Leaflets
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Longer Text
Advertisements
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Tri-fold •Alumni, Student, and Organization version •Optional Insert for It’s up to you! question on inside
Pamphlets
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Two fold •Alumni, Student, and Organization version •Optional insert for It’s up to you question
Brochure
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Alumni, Student, Organization version •Co-branding with partners in text in lower left corner
Powerpoint
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Version for each stakeholder •Will develop html version
Newsletter
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Alumni, Student, Organization version •Can be used as a product sheet
Case Study
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Official full color header •Regular print version in word
Letterhead
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•With or without photo
Business Cards
AIESEC Brand Toolkit v1.0 [July 2004]
Brandsite
AIESEC Brand Toolkit v1.0 [July 2004]
Brandsite
•Comprehensive site to support education and implementation of the brand
Brandsite – www.aiesec.net/brandsite
AIESEC Brand Toolkit v1.0 [July 2004]
Brandsite
•On-line and more in-depth version of this toolkit •Downloadable templates •Sample Content for different templates •Image Bank •Advice and hints for developing campaign •Frequently Asked Questions
Brandsite – www.aiesec.net/brandsite