Brand Experience!
Physical manifestation…. What does it mean?
Visual Guidelines!
Logo
•Developed in 1991 – still relevant and important •The logo Design shows Young people gaining definition as they come out of the blue Mass Young people forming themselves as individuals for the future •It should not be modified in anyway
Logo Rationale
•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
•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
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
The Global Descriptor is preferred to accompany the AIESEC Logo. The descriptor supports the AIESEC logo in people understanding more about the organization at first view itself.
The use of the descriptor under the logo is optional however when you decide to use one, always use the global descriptor
Global descriptor
Color
•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
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
•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
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
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
Typography
•The consistency of typography strengthens the visual recognition of our brand •Arial – for general use and printing •Verdana – for web •AIESEC should always be written in capital letters
Arial ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz Verdana 1234567890 ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1234567890
Font
Templates
•Alumni, Student, Organization version •Can be used for every product
Product Sheet
•Alumni, Student, Organization version •Co-branding with partners in text in lower left corner
Powerpoint
Envelopes
•With or without partners’ logo
Posters
•Official full color header •Regular print version in word
Letterhead - memorandum
Templates
•With or without photo
Business Cards
Now let’s go back to AIESEC Experience, our starting point
Filter tool!
Web Publishing!
•It is important to use Verdana •It is important to constantly update websites with consistent information
•It is important to respect the web visualisation