THE OPEN ENGLISH
BRANDBOOK
B R A N D S TAT E M E N T The Brand transcends the Product. Open English is a symbol of hope and opportunity. We are casual, cool, and sophisticated –and we’re revolutionizing the way people learn. Fun is how we engage. Human is how we interact. Achievable is our promise.
THE
STYLE GUIDE VOL I
TABLE OF
CONTENTS
CHAPTER I THE OPEN EXPERIENCE HISTORY
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CHAPTER II THE MARK II.I LOGO ....................................................................................................................... II.II TYPE ....................................................................................................................... II.III COLORS ..................................................................................................................
9-12 15-18 21-24
C H A P T E R I I I T H E S TA N DA R D III.I BRAND EXECUTION ........................................................................................ 27-28 III.II PHOTOGRAPHY ................................................................................................. 29-34
CHAPTER IV ANNEX IV.I STATIONERY ........................................................................................................ 37-38 IV.II MARKETING MATERIAL ................................................................................... 39-40 IV.III LOGO/HISTORY ................................................................................................. 41
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a new world awaits.
T H E S TO R Y B E H I N D THE BRAND In 2006, we launched a groundbreaking product with the goal of giving students the most effective and affordable way to learn English from the comfort of their home or office. We built our model based on native English speaking teachers and multimedia content, eliminating the traditional barriers to learn a language: traffic, non-native teachers, outdated textbooks‌ We created Open English, a complete online learning solution with 24/7 access that quickly became the best English learning platform in the world. Open English has escalated like no other online language school since its inception, with an unprecedented explosion in the climbing number of enrolled students and the best part is, we’re just getting started.
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A WINDOW
OF OPPORTUNITIES
AWAITS E N G AG E . E N R I C H . E D U C AT E . Open English serves as a passage to success. We are ambassadors of aspirations, empowering students in emerging countries to pursue their dreams with a most valuable tool: English knowledge. We are extending our legacy to reach unchartered heights with a cohesive brand identity spanning from visual presentation to copy content and beyond. Use this guide to take you there.
THE
MARK
OVERVIEW The Open English mark is our most important asset. Proper use of our mark allows the brand to shine, let's treat it like the star that it is. 08
THE MARK
LOGO TYPE COLOR
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LO G O H I S TO R Y In the summer of 2012, Open English partnered with Chermayeff & Geismar, one of the most recognized identity & brand design firms in the world, to conceive our NEW visual identity. Chermayeff & Geismar is a pioneering graphic design firm with an innovative portfolio stretching over half a century. They specialize in the development of trademarks, print and motion graphics, exhibitions, and art in architecture. The firm's global reach in Europe, Asia, Latin America, and the Middle East places Open English in the world stage with the deployment of LP2.0 and its new visual identity. At first sight, this mark is quite simple. It is also appropriate and, most importantly, memorable. These three features give our Logo the ability to burn into your mind. The suggestions of the design structure are precise and fitting: is it a window? a door? a computer screen? The Open English logo can be all three; and that’s its beauty. Its success is bringing hope and opportunity to our students.
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THE MARK
LOGO TYPE COLOR
MARK SIZING DETAILS We all know that behind every well-placed Open English mark lies a well-informed brand ambassador who always makes the right decision. Follow these instructions to make our mark stand out:
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.25X
.25X
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.25X
MINIMUM HEIGHT .375in 9.525mm
.25X
x - Height of Logotype Keep the designated area free of any graphical elements
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THE MARK
LOGO TYPE COLOR
D O ’s A N D D O N ’ Ts Need to know how to correctly place the Open English mark? Follow these simple diagrams below and you will be on your way:
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THE MARK
LOGO TYPE COLOR
CORRECT LOGO USAGE DO’s : 1.
This is the perfect example in which the mark should show in a white background using the respective color guidelines.
2.
This is the proper way to have the mark in a black background along with the proper color guidelines.
3.
If using a gradient, choose a color that will let the Open English mark stand out.
4-5. When using the mark in black and white, use black and white ink with a solid background to represent the mark.
INCORRECT LOGO USAGE DON’Ts : 6. Scale the logo unproportionately. 7. Change the color of the original logo. 8. Add extraneous effects to the logo. This includes, but is not limited to, bevel and emboss, lighting effects, and drop shadows. 9. Place the logo in a busy background. They ususally don’t mix. 10. Use light or busy photography, when using the white background.
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THE
TYPE
OVERVIEW The consistent use of type gives Open English a uniďŹ ed voice across all mediums. Each type brings a certain tone to each design in order to provide a rich and valuable experience through our brand.
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THE TYPE
LOGO TYPE COLOR
TYPOGRAPHY
L E A R N TO T Y P E O P E N E N G L I S H T E X T Want to learn how to use our typefaces correctly? Follow these simple steps and you are underway to creating an open experience:
01. Follow the rules.
02. If you don’t know the rules, you are in the right place.
03. If you are unsure of anything, contact us at creative.support@openenglish.com and we can ďŹ gure it out together!
THE TYPE
LOGO TYPE COLOR
P R O M I X A N O VA B O L D F O R T I T L E S | 6 4 / 7 2 P T | T R AC K I N G 1 2 0
ABC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz The font can be a little sensitive of its height, so keep that in mind and keep all your titles in UPPERCASE.
PROMIXA NOVA LIGHT FOR SUBTITLES | 12/22PT | TRACKING 20
ABC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz With the title in uppercase, the subtitle follows. Keep them both UPPERCASE.
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THE OPEN LO O K
LOGO TYPE COLOR
TYPOGRAPHY P R O M I X A N O VA R E G U L A R F O R T E X T | 1 6 / 2 1 P T | T R AC K I N G 0
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer posuere erat a ante venenatis dapibus posuere velit aliquet. Aenean lacinia bibendum nulla sed soncectetur. Finally, we can utilize upper and lower-case text with Proxima Nova Regular.
M U S E O S A N S 1 0 0 | 2 6 / 3 2 P T | T R AC K I N G 1 5
0132456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz If you can count it, count on Museo Sans as your main typeface for numerals.
THE OPEN LO O K
LOGO TYPE COLOR
TYPOGRAPHY AND HIERARCHY EXAMPLE
OPENING THE EXPERIENCE THE STORY BEHIND THE BRAND Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum imperdiet turpis semper orci egestas id sagittis justo condimentum. Morbi eget risus eget lacus laoreet vulputate. Integer aliquam leo in libero imperdiet lacinia ut feugiat odio. Vestibulum odio nisi, dictum ut tincidunt nec, dapibus sit amet ante. In hac habitasse platea dictumst.
P R O M I X A N OVA B O L D IN UPPERCASES FOR TITLES 6 4 / 7 2 P T | T R AC K I N G 1 2 0 PROMIXA NOVA LIGHT FOR SUBTITLES IN UPPERCASES | 12/22PT | TRACKING 20
P R O M I X A N O VA R E G U L A R F O R T E X T | 1 6 / 2 1 P T | T R AC K I N G 0
Praesent sed nisl laoreet leo sodales vestibulum. Donec in nunc lorem. Pellentesque in magna id urna sagittis feugiat. Morbi sed dapibus sem.
MUSEO SANS 100 FOR NUMERALS 26/32PT | TRACKING 15
THE
COLORS
OVERVIEW Colors say a lot; it is important to work with different schemes to create the perfect palette. Through our chosen colors, we clearly communicate who we are: energetic, trustworthy, and inspirational. Together or independently, the Open English colors send the right message.
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THE C O LO R S
LOGO TYPE COLOR
T H E LO G O C O LO R S OPEN ENGLISH BLUE Use the primary blue hues below as a base for any Open English material. These should also be the colors used for the “opening” element on our logotype. The Open English logo uses two distinct colors when set on a black or a white background. The mark is available for print and screen use in EPS, PDF, PNG, and JPEG. Contact creative.support@openenglish.com for access to downloadable files.
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FOR USE WITH A WHITE BACKGROUND
FOR USE WITH A BLACK BACKGROUND
RGB 0-132-255 CMYK 100-20-0-0 HEX 0084FF Pantone PROB BLUE C
RGB 0-151-255 CMYK 100-20-0-0 HEX 0097FF Pantone PROB BLUE C
THE C O LO R S
LOGO TYPE COLOR
T H E P R I M A R Y C O LO R PA L E T T E SPECS These colors are used to compliment the main Open English blue hues in order to create the visual brand experience.
FUN YELLOW RGB 239-189-8 CMYK 7-25-100-0 HEX EFBD08 Pantone 123C
HUMAN BLUE RGB 20-108-178 CMYK 89-57-2-0 HEX 146CB2 Pantone 307C
LIGHT GREY RGB 243-243-243 CMYK 232-232-232 HEX F3F3F3 Pantone 656C
ACHIEVABLE GREEN RGB 161-194-59 CMYK 42-6-99-0 HEX AIC23B Pantone 584C
DARK GRAY RGB 130-130-130 CMYK 51-43-43-7 HEX 828282 Pantone 877C
HOPE BLUE RGB 103-178-231 CMYK 55-16-0-0 HEX 67B2E7 Pantone 292C
BLACK RGB 0-0-0 CMYK 0-0-0-0 HEX 000000 Pantone 426C
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THE C O LO R S
LOGO TYPE COLOR
T H E S E C O N DA R Y C O LO R PA L E T T E SPECS These colors bring out the best in our bright, fun, and playful color scheme. Use them to enhance the FUN in the Open English experience.
RGB 241-40-193 CMYK 15-85-0-0 HEX F128C1 Pantone 807C
RGB 206-222-0 CMYK 24-0-100-0 HEX CEDE00 Pantone 389C
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RGB 255-95-0 CMYK 0-77-100-0 HEX FF5F00 Pantone BRIGHT ORANGE C
RGB 37-202-211 CMYK 65-0-21-0 HEX 25CAD3 Pantone 319C
THE C O LO R S
LOGO TYPE COLOR
C O LO R S C H E M E H I E R A R C H Y Familiarizing yourself with the Open English color hierarchy will illustrate the relevance of a swatch in relation to another when creating new collateral. The bigger the swatch circle, the more often it should be used. The closer the circle is to the center, the more frequently it should be used.
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THE
STANDARD
OVERVIEW Imagery plays a signiďŹ cant role in the Open English brand’s graphic style. Showing photographs of the Open English product helps build brand awareness, as well as an understanding of how it works. Consistent imagery and correct representation of our product go a along way.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
S E C O N DA R Y D E S I G N E L E M E N T S LINES AND BLOCKS Our sleek lines are made to snuggle in between titles and paragraph text, or to enhance graphical features such as colors. Please use sparingly.
RGB 0-0-0 CMYK 0-0-0-0 HEX 000000 Pantone 426C Stroke Width: .48pt
RGB 0-0-0 CMYK 0-0-0-0 HEX 000000 Pantone 426C Stroke Width: 1 pt
THE OPEN ENGLISH GRADIENT SPECS The Open English color gradient is a strong branding element that uniďŹ es our mark, typeface, and colors used in any situation. This gradient is a primary trait to emphasize brand awareness and should be used as a one-side border when creating any Open English branding collateral. Requests can be made to creative.support@openenglish.com
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
LINE SPECS The lines across cover pages and stationary elements must have the same distance from the mark as indicated by the rectangle space below. When creating a typographic title, make sure that the beginning and end of each line fit the rectangle space by editing the tracking.
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THE
STANDARD
PROMIXA NOVA LIGHT
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
C H O O S I N G P H OTO G R A P H Y FUN. HUMAN. ACHIEVABLE. It’s really simple. We want to convey a sense of inspiration with every photograph that is used in materials. They should also depict a fun, natural atmosphere with people in it.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
O U R AU D I E N C E SPECS Our imagery should evoke emotions, show the humanity in us, and always depict people in each and every image.
P H OTO G R A P H Y D O W N LOA D S Low-resolution photos are available for download by logging in to www.openenglish.com/photography with a user/password to access photos approved by our design gurus. For access to high-resolution photos, please contact: creative.support@openenglish.com
WHEN IN DOUBT Use photos that are natural, conversational, and appropriate! Contact creative.support@openenglish.com for ďŹ nal approvals before use.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
O P E N E N G L I S H . C O M / D O ’s A N D D O N ’ Ts Striking a pose? Follow these simple steps and choose a photo that begs to be seen.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
CORRECT PHOTO USAGE DO’s : 01. This is photography at its finest. Follow this standard and succeed. 02. Natural settings with computers are a plus! 03. Photographs that suggest human emotions are always welcome. 04. Settings that convey human interaction create positive connections.
INCORRECT PHOTO USAGE DON’Ts : 05. If you are resizing the photo, make sure to use correct proportions. 06. Avoid black and white photographs. We want to let the colors shine. 07. While background settings look great, we need the human touch. 08. Avoid using cartoon, vectors, or unreal images.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
S O C I A L M E D I A A N D L E S S O N S / D O ’s A N D D O N T ’s Striking a pose? Follow these simple steps and choose a photo that begs to be seen.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
CORRECT PHOTO USAGE DO’s : 01. Choose images that show people in friendly, safe environments. 02. Use images of students learning from home. 03. Online is the best way to learn English. Let’s show it. 04. Utilize photos that are intimate and enhance the human and social experience.
INCORRECT PHOTO USAGE DON’Ts : 05. Keep away from using dark images that promote liquor or nightlife activities. 06. Images of books, or students in libraries, should not be used. 07. We do not teach English in classroom settings. Refrain from using such photos. 08. Do not use images that have impersonal environments such as recreational areas.
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ANNEX
THE ANNEX
STATIONERY MARKETING MATERIAL
LOGO HISTORY
S TAT I O N E R Y Guidance on producing our corporate stationery items, including letterheads, business cards, and envelopes.
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THE ANNEX
STATIONERY MARKETING MATERIAL
LOGO HISTORY
S TAT I O N E R Y All stationery must be printed using exclusively the templates provided by the Creative Team. Always print in two spot colors using professional-quality printers. These templates are available in the download package with formats for both, Mac and PC.
LETTERHEADS All letterhead stationery should be printed on 20lb bond/50lb white paper, if this paper is unavailable use Ivory White paper. Do not use an alternative stock without approval from the Creative Team. Do not use recycled paper for your stationery. Letterhead should be printed in the same paper to ensure consistency. The Open English logo must always be printed in two spot colors for the logo and one spot color for the text (Pantone Process Blue C for the symbol and Pantone 426 C for the name elements of the logo, for the copy, use Pantone 776 C).
BUSINESS CARDS All business cards should be printed on 65lb card stock White paper, if this paper is unavailable use Ivory White paper. Do not use an alternative stock without approval from the Creative Team. Do not use recycled paper for your stationery. The Open English logo must always be printed in two spot colors for the logo and one spot color for the text (Pantone Process Blue C for the symbol and Pantone 426 C for the name elements of the logo, and for the copy use Pantone 776 C).
E N V E LO P E S Use business Envelopes #10 in white, size 4-1/8-in x-9-1/2-in. 1162
THE ANNEX
LOGO HISTORY
STATIONERY MARKETING MATERIALS
M A R K E T I N G M AT E R I A L S Due to the many different types of marketing materials, there are several diverse types of print or production processes that can be used. Remember to use the proper printing guidelines. The Creative Team is providing you with the printing instructions in the templates available for download.
C LOT H I N G All apparel/accessories should be screen-printed to ensure the best quality. Always make sure that your image/graphic can be printed onto your chosen garment with sufficient quality. When displaying the logo, remember bigger isn’t always better. Here are the graphic sizes: image A horizontal 12 in across, image B pocket 4 in across.
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THE ANNEX
LOGO HISTORY
STATIONERY MARKETING MATERIALS
M A R K E T I N G M AT E R I A L S MUGS When printing the log on drinkware, follow these measurements: images C and D icon/logo 2 in across.
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P E N C I L / M O U S E PA D / K E YC H A I N Pens and pencils should be reproduced in the following sizes: image E (barrel) 1.627 in x 0.375 in. The image F mousepad logo should follow these measurements: 8 in x 3.125 in. The image G keychain measurements are: 1.5 in x 2.75 in.
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THE
STYLE GUIDE VOL II
TABLE OF
CONTENTS ...................................................................................................................... F O R E WO R D CHAPTER I BRAND PERSONALITY
I.I WHO WE ARE - AND WHO WE ARE NOT ................................................................................................ I.II TARGET AUDIENCE : WHO IS THE OPEN ENGLISH CUSTOMER? ................................................... I.III THE THREE BRAND TRAITS : FUN - HUMAN - ACHIEVABLE ................................................................ I.IV BRAND PROMISE ....................................................................................................................... I.V OPEN ENGLISH TV COMMERCIALS : THE FACE OF OPEN ENGLISH ...........................................
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C H A P T E R I I B R A N D VO I C E II.I VOICE EVOLUTION IN CONTEXT FROM ADVERTISING TO SOCIAL MEDIA ............................ 52-57 ....................................................................................................................... 58 II.II TRADEMARK USAGE II.III GLOSSARY, METAPHORS, INSPIRATION AND SAMPLE ......................................................................... 59-62 II.IV WHAT TO AVOID 62 .......................................................................................................................
CHAPTER III ANNEX III.I EDITORIAL HANDBOOK : GRAMMAR, DO’S AND DON’TS .............................................................. 65-75 III.II ON TRANSLATION: SPANISH AND PORTUGUESE ................................................................................. 76-77
F O R E WO R D Brand experience can only be successful with a unifying identity that encompasses and defines the personality of a company. Brand experience is that unmistakable recognition of a product when you see an ad or read a blog. At Open English, we are determined to put our brand to the service of our students. We strive to make their dreams happen by bringing hope and opportunity to them. With one look and one voice, we can achieve it. We’re flipping the pages and entering a new chapter. The Open English tone has been heard and cheered, and in this book you’ll learn how to fine-tune that voice and recreate its iconic sound. Our drive is contagious: it inspires achievement, celebrates modernity, and brings us closer to our audience. Let this be your guide to success.
Editor’s note: As much as we want this Book to be the Open English Bible, there’s an exception to every rule and, creatively, we’re allowing quite a few. For artistic licenses, creatives have to learn the rules before they can break them. Contact the Copy Team if you are in doubt as to where your creative license ends, and our constraints begin. Happy reading!
BRAND PERSONALITY
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BRAND PERSONALITY
WHO WE ARE TARGET AUDIENCE BRAND TRAITS
BRAND PROMISE TV COMMERCIALS
I BRAND PERSONALITY I . I W H O W E A R E - A N D W H O W E A R E N OT Open English is the most human and effective way to reach fluency in English by joining an award-winning 12-month online course. In fact, Open English is the best way to learn English, period. It has revolutionized the E-learning experience for Latin American users and it’s ready to go beyond those borders. Open English has adopted a unique method: a holistic approach to learning English that allows the student to immerse in not only the idiomatic and grammatical nuances of the language, but also to do so with the confidence of communicating orally. Practice makes perfect, and that’s the key to fluency. With the best speech assessment and voice recognition technology available, with the most grammatically sound course content, and with the most interactive platform yet, Open English takes them there. Open English is NOT: 1. A supplemental learning solution/ A slick ESL tool. 2. Crash course or a quick fix 3. Extra English practice 4. Only for the upper class, those that can afford a private instruction. 5. Artificial Intelligence —just an automated CD-ROM. Open English IS: 1. The whole package. Everything you need to learn English. 2. Assessment. Competency. Skill-based learning. 3. The cool, sophisticated and fun way to learn. 4. For the working middle class. 5. HUMAN. We love people. For our target audience, English is not a commodity, but a requirement for success, and an economic tool that can be used to "take them places." English provides not only a wider understanding of the world, but it also offers the opportunity for people to become part of an ever-growing financial market.
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BRAND PERSONALITY
WHO WE ARE TARGET AUDIENCE BRAND TRAITS
BRAND PROMISE TV COMMERCIALS
I . I I TA R G E T AU D I E N C E : W H O I S T H E O P E N E N G L I S H C U S TO M E R ? Open English students are aspiring and ambitious self-starters mostly between 30 and 45 years of age. They want more value for their money and they are searching for the tools to reach their goals. Most of these students have already tried English classes, but haven’t succeeded. Open English is the ultimate destination where students won’t have to look any further because we’re IT.
I.III THE THREE BRAND TRAITS: F U N - H U M A N - AC H I E VA B L E Fun: Education doesn’t have to be dull. Open English’s motto has been to offer a learning environment that thrives on entertainment. Our character is fun and informal in the façade, while gaining on structure and substance as the students immerse deeper into lesson content and curriculum. Learning isn’t a chore with Open English. New, interactive, and entertaining content keeps the experience fresh. For copy purposes, keep in mind that humor is subjective. What is fun to our culture might not be fun to our audience. Therefore, always research what makes fun and interesting topics for audiences in emerging countries. Human: Although Open English is an online learning platform, the human element is the core of its success. The Open English student interacts with people, rather than with automated software. This trait is cultivated by focusing on human interaction like no other online school. In Andres Moreno’s own words: ”Each student has an advisor that checks on them like a trainer in a gym would.” These personal advisors, the teachers, and the support team put a face to the brand. Copywriters should use a language that portrays our school and teachers as approachable, and not formal or conservative. Feel free to appeal to pathos, and be sensitive to their reality and dreams. 1162 48
BRAND PERSONALITY
WHO WE ARE TARGET AUDIENCE BRAND TRAITS
BRAND PROMISE TV COMMERCIALS
Achievable: Open English gives its students a possible and feasible goal, its promise is not one of immediate fluency; it takes one year to attain it. English proficiency and, eventually, fluency are achievable through the method that Open English puts forward. It is based on plausible dedication and attainable results. The student knows s/he will not fail with Open English. We provide tools that extend language learning beyond the website. Use encouraging and motivational words in such a way to convince the audience that it is possible to achieve their goals. Focus on positive subjects (i.e. fun imagery and expressions, instead of negative references and comparisons).
I.IV BRAND PROMISE FLUENCY GUARANTEED Our tagline further enhances the Open English experience, and captures the company’s attributes. The current tagline is so powerful it can work as a stand-alone slogan. This is how we have differentiated the brand from the competition. There are three elements working here that, when combined, make up our “rock-star” tagline: mission, promise, and brand focus. Fluency is the ultimate goal of any language learner, and this is exactly what we’re giving them. We are the ultimate destination for English learning, not just a road to learn it. Our Brand inspires. Our People empower. Our Product works.
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BRAND PERSONALITY
WHO WE ARE TARGET AUDIENCE BRAND TRAITS
BRAND PROMISE TV COMMERCIALS
I .V O P E N E N G L I S H T V C O M M E R C I A L S : T H E FAC E O F O P E N E N G L I S H . The series of TV ads that has secured Open English’s success online are the bait that captivates potential students, and the façade that embodies Open English’s public persona. The videos are amusing, yet informative; they have tackled the Latin American sense of humor and charmed our audiences, from Yucatan to Patagonia. They are the students’ first encounter with the brand. As informal and casual that the ads might be, Open English is an educational institution. For many, learning a new language can be intimidating and challenging. The Open English commercials appeal to those emotional hindrances and experiences, and they also show Open English as the solution to overcome the obstacles presented by traditional learning settings.
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BRAND VO I C E
05 openenglish the visual style guide
BRAND VOICE
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
I I B R A N D VO I C E SETTING THE OPEN ENGLISH TONE: COOL AND SOPHISTICATED. Open English has a fresh voice that is sophisticated, but not pretentious. It is friendly, welcoming, and cool. Remember: simpler is better.
I I . I V O I C E E V O LU T I O N I N C O N T E X T The Open English voice evolves through four stages of (audience) proximity, adapting to different environments in order to adequately target consumers. While there is plurality within the voice, there is also a common thread that can be discerned in every stage the voice performs, and which keeps its backbone aligned. - First impressions (Façade): Open English’s outrageous videos set the tone for what our potential students think of us, and how they view our online learning platform. The voice is simple and fun, as discussed in Chapter I. - Website: This is where we lure the students to join the Open English family; we want the .com site voice to be highly marketable, sales-motivated and sophisticated. Here we want to convince through facts. The new Open English website is an intuitive high-performance platform that has been developed to include the best-quality lesson content packaged on a sleek, sophisticated, interactive interface. The language within the openenglish.com site shall match its look, by adopting a seductive tone fueled by cosmopolitan grace: a smart voice with a fresh twist. - Open English Blog: Blogs are conversation starters. Here, the style and tone is interactive and the length is brief. You don’t want to lose the reader by inserting big words just to seem intellectual. Ultimately, the goal is to get readers to post a comment. - Lessons are one of the many vehicles we use to carry students towards English fluency. This is the area where students delve deeper into language learning. The tone here is academic and sophisticated. While the lessons are challenging, our lesson developers, psycholinguists and language experts have made sure to create a content that is engaging, witty and, mostly, educational –thus warranting our fluency guarantee. 1162 52
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BRAND VOICE
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
T W I T T E R , FAC E B O O K , A N D OT H E R S O C I A L M E D I A Social media such as Twitter and Facebook are used to express the Open English personality to its thousands of fans while providing a call-to-action. The tone must be kept light, fun and humorous, without being too over-the-top. Resort to student-like camaraderie, which encourages a sense of belonging and inclusion. Keep tweets under 140 characters. Twitter Samples:
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BRAND VOICE
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
FAC E B O O K S A M P L E S : ™
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BRAND VOICE
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
E X P E R I E N C E T H E O P E N E N G L I S H VO I C E F I R S T H A N D I N T H E F O L LOW I N G S I M U L AT E D W E B PAG E S
BRAND VOICE
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
S I M U L AT E D W E B PAG E S
Anywhere.
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BRAND VO I C E
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
OT H E R O N L I N E A N D O F F L I N E A P P E A R A N C E S MICROSITES They follow the oe.com tone with a hint of originality, whenever possible.
LEARNING PLATFORM The tonality should be fresh yet instructive.
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W E B M A R K E T I N G : S E O TO O L S Search Engine Optimization can have immediate impact on website performance, traffic and search engine rankings. You may use online tools available to develop relevant keywords (e.g., Google’s AdWords). SEO texts should be informative and playful. It is imperative that keywords and phrases are used, and repeated throughout the text, while finding a balance of tone between the website voice and the blog voice. These words must describe the Open English product and its services. Success is all in the details. High-traffic English keywords include, but are not limited to: Open English, Learn English, How to learn English online, English course, English classes, and Online English.
S LO G A N S , S T R A P L I N E S , E T A L . These are vital carriers of a brand’s voice, a condensed persuasive message summing up the brand’s promise in a memorable line, sometimes accompanied by a secondary heading. We want these to be smart, cool and simple. Stay away from big words and affected phrases. So far as possible, keep in mind their malleability for translation into Spanish and Portuguese.
I I . I I T R A D E M A R K U S AG E Always use Open English in two words, separated by space within a text block (this also applies to usage in Social Media). Always use the complete spelled-out name, no abbreviations (i.e., Open English, not OE). Refer to the Brand Style Guide for use of the logo. The Open English trademark rule applies to all languages. Examples: “Open English is the leading online English platform worldwide.” “Welcome to Open English.”
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I I . I I I G LO S S A R Y, M E TA P H O R S A N D I N S P I R AT I O N When thinking of the Open English lexicon, think of terms that evoke a feeling of accomplishment and success. In an ocean of words, we want to be carried away by this current:
ASPIRATIONAL cool approachable
excellence
INSPIRING honest
service superior
curious
leader
interactive
successful technology
COMMITTED
BRAND VO I C E
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
empower EDUCATIONAL FUN global innovative iconic multimedia learning REVOLUTIONARY values experience LIVE dedicated imaginative
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ON HUMOR To keep those customers interested, do rely upon humor. Find absurd, unexpected, original imagery, unlikely situations, and surreal evocations through details. But above all, keep in mind the tone that each scenario requires (website, social media, learning platform, etc.). Allude to what Open English’s strengths are: -New method vs. traditional method. Open English is trendy and hip vs. old fashioned and outdated. We don’t have books, but interactive multimedia content. -Attainable goal: Open English is available online and it’s affordable for everyone. In today’s globalized market, English is a necessity. Open English makes fluency attainable through 24/7 availability and affordability with the Latin American consumer in mind. -Aspirational -Native English-speaking teachers
W H AT I S ‘ O P E N ’ ? Let yourself be inspired by the meaning of open. These synonyms and verbs work beautifully for advertising purposes. Use them!
o·pen /’ōpen/ Completely free from concealment : exposed to general knowledge. Adjective Allowing access, passage; not closed or blocked up. Synonyms adjective. frank - overt - candid - public verb. unfold - begin - start - unlock
BRAND VOICE
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
On-the-go learning: from the comfort of a home or an office. Anytime. Anywhere. Positive encouragement of students through live classes, multimedia content and native speaking teachers. English for practical use, which can be customized to individual needs and preferences. Native speakers for the best accuracy and fluency. Guaranteed. Allow yourself to be playful with the ‘open’ in Open English: “There’s a whole new world of English waiting for you. Open it today.”
I V W H AT TO AV O I D Open English’s voice strives at originality. Stay away from marketing clichés and expected imagery. Be creative! -Avoid repetitive use of the imperative, too many exclamation points, abstract words, cheesy slogans, etc. -Avoid too many adjectives, especially those that are superfluous and pretentious. If there’s a simpler word that will do the trick, use it instead. -Avoid humor that relies on pop culture or celebrity references. -Avoid calling out humor with devices such as quotes, parentheses, and adding language that draws attention to the joke. -Avoid misogynistic, racist, sexist, sexual, religious and other socially-alienating jokes, comments, and references.
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I . E D I TO R I A L H A N D B O O K DO’S AND DONT’S FOR OPEN ENGLISH’S USE OF LANGUAGE - ON AND OFFLINE Adapted from the Style Guide for LP 2.0 Lesson Developers from Open English’s Academic Department. Any written material in Open English should follow the Associated Press (AP) style guidelines. The major categories are listed below.
CONTENTS Acronyms and Alphabetic Abbreviations Apostrophe Clauses:That/Which/Who Contractions Conversions Dates/Years Fractions Money Names Numbers Percentages Phone Numbers Plurals and Possessives Punctuation Register Time Titles, General Titles, Magazines/Newspapers Titles, Music/Songs Titles, Academic Titles, Military U.S./United States Regions of the U.S. (capitalization) State abbreviations Spacing Technology/ E-terms
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AC R O N Y M S A N D A L P H A B E T I C A B B R E V I AT I O N S
Spell out on first reference, with acronym in parenthesis, no periods. Right: Unidentified Flying Object (UFO) Use acronym in subsequent references. Right: UFO reports are common in New Mexico.
APOSTROPHE No apostrophe with year ranges. Right: 1960s Wrong: 1960’s No apostrophe with acronyms or alphabetic abbreviations, unless it is used as a possessive. Right: That family has five TVs. Wrong: That family has five TV’s Right: The TV’s reception is not clear.
C L AU S E S : T H AT / W H I C H / W H O Remember that essential clauses do not need commas. Non-essential clauses take commas. Right: The meeting that was to be held at Jaguar was cancelled. Right: Andres Moreno, who is our CEO, may come to the meeting.
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C O N T R AC T I O N S Use contractions unless a more formalized construction helps clarify or emphasize a point. We want OE lessons to maintain a conversational tone. Beginning levels will explicitly teach contractions. Subsequent levels may include them without explicit instruction.
CONVERSIONS With weights and measures, present American measurement with metric in parenthesis. Right: 25 miles (40.23 kilometers)
DAT E S / Y E A R S Level 1 will explicitly teach dates and years. In Levels 2-8, use the following abbreviations for months when followed by day in text. Jan. | Feb. | March | April | May | June | July | Aug. | Sept. |Â Oct. | Nov. | Dec. Spell out the name of the month when using it alone or with a year alone. When using a month and a year only, do not separate with commas. When a phrase is used with a month, date and year, set both the date and year off with commas. Right: January 2002 Right: Jan. 13 Right: Jan. 13, 1990 Right: He was born (on) Jan. 13, 1990, in Miami, Florida.
When referencing a span of years, use a hyphen and drop the ďŹ rst two numbers of the second year. If the years span a century change, use all four numbers of the second year.
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Right: 1979-81 Right: 2002-04 Right: 1979-2002 To describe sequences of dates or inclusive dates, use a hyphen (with no spaces between the hyphen and the characters) instead of the word “to” or “through.” Right: 1979-81 Right: 2002-04 Right: 1979-2002 To describe sequences of dates or inclusive dates, use a hyphen (with no spaces between the hyphen and the characters) instead of the word “to” or “through.” Right: The box office is open Monday-Friday. Right: The performance will run Sept. 14-22. Do not use suffixes with dates in text. Right: I was married on Dec. 23, 2009. Wrong: I was married on Dec. 23rd, 2009. Use an “s” without an apostrophe after the year to indicate spans of decades or centuries. Avoid using an apostrophe before the year when first two numbers of the year are omitted. Right: The museum was built in the 1930s. Wrong: The ‘60s were at time of peace, love, and happiness. Better: The 1960s were a time of peace, love, and happiness. Use an apostrophe after the year for possessives. Right: John Lennon’s death was 1980’s biggest news story.
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F R AC T I O N S Spell out fractions less than one, using hyphens between words. Use numbers for precise amounts larger than one (1.5, 2.75, etc.). Right: one-half, two-thirds Right: 1.5 liters
MONEY Use the dollar sign and numbers. Do not use a decimal and two zeros. Right: $150 Right: $150.25 Wrong: $150.00 Use the comma in dollar amounts in the thousands. Right: $1,000 Wrong: $1000 For dollar amounts beyond thousands, use the dollar sign, number, and appropriate word if the amount is part of a text. Right: $14 million Wrong: $14,000,000 Use large numbers (beyond thousands) in comma form if they stand in isolation. Right: $14,000,000 (fourteen million) Right: $14,500,000 ($14.5 million)
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NAMES Double check spelling of names with original source. Do not use any diacritical or accent marks because they cause garble for some users. Right: Andres Moreno Wrong: Andrés Moreno Right: Nunez Wrong: Núñez
NUMBERS Spell 1-10 and use numerals for 11+. Right: The lady down the street has three cats. Wrong: The lady down the street has 3 cats. Right: The lady down the street has 12 cats. Always use figures for ages, percentages, equipment specifications, and sums of money (when using the symbol “$”). Right: She has a daughter, 2, and a son, 8. Right: 8 megabytes Right: Minimum wage is less than $8 an hour. Spell out the number at the beginning of a sentence unless it’s a year. Right: Twenty birds were eaten by the alligator. Better: The alligator ate 20 birds. Right: 1970 was an important year.
P E R C E N TAG E S Always use numerals and spell out the word “percent” in text. Use the percent symbol (%) in charts or figures. Verb agrees with object of the preposition (see example).
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Right: Only 11 percent of the community voted. Right: He fears that 50 percent of the membership is quitting. Right: She hopes that 50 percent of the members are quitting.
PHONE NUMBERS Use area code before phone number. In general, do not use parenthesis with area codes in a sentence. You may use parenthesis in isolation if demonstrating both forms. Right: 940-594-4940 Right: Please call me at 940-594-4940.
P LU R A L S A N D P O S S E S S I V E S Form plurals and possessives of proper names that end with “s,” “x” and “z” like this: Right: Burns’ poems Right: Marx’s theories Right: Savitz’s holdings
P LU R A L P O S S E S S I V E S : Right: the Jones family’s reputation Right: The Joneses’ reputation
P U N C T UAT I O N Comma: Use serial (Harvard) comma with list of 3+ Right: X, Y, and Z Wrong: X, Y and Z
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S E M I - C O LO N : Right: I like chocolate; however, Joe likes vanilla. OR I like chocolate. However, Joe likes vanilla. Wrong: I like chocolate, however, Joe likes vanilla. Right: We don’t have fried fish. We do, however, have a delicious baked fish.
REGISTER Avoid formal register (“whom”, “To which recipient is this package intended”, etc.) unless lesson objective is to illustrate formal use.
TIME The following guidelines apply to times presented in text (in the body of a sentence or paragraph). Use lower case with periods for “a.m.” and “p.m.” When writing a time that falls on the hour, do not use “:00.” Simply state the hour with “a.m.,” “p.m.” or “o’clock.” Use “noon” and “midnight,” never 12 p.m. or 12 a.m. Right: 3 p.m. Right: 3-5 p.m. Wrong: 3:00 pm Right: 9 a.m.-5 p.m. Right: Noon-1 p.m. Wrong: 3 p.m.-5 p.m. Wrong: 12 noon Right: The concert begins at 8:30 p.m. Right: The concert begins at 8 o’clock.
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TITLES, GENERAL Put quotation marks around the official titles of books, chapters of books, movies, plays, poems, songs, television shows, episodes of television shows, magazine articles, and speeches. Do not underline. Right: My favorite movie is “The Sound of Music.”
BOOKS Use quotations for book titles, unless they’re reference books. Use italics for titles of books that are collections of works or proceedings (including journals). Use quotations for book chapters or individual selections. Right: Every year, new words are added to the Oxford English Dictionary.
T I T L E S , M AG A Z I N E S / N E W S PA P E R S Capitalize the name but do not place it in quotations or italics. Do not capitalize “magazine” unless it’s part of the publication’s title or masthead. Right: Time magazine, Newsweek magazine Capitalize the word “the” only if it’s part of the title. Right: The New York Times, The Wall Street Journal
TITLES, MUSIC/SONGS Use quotations around song titles. Right: Michael Jackson’s “Thriller”
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T I T L E S , AC A D E M I C Do not use academic degrees after names. Abbreviate ‘doctor’ when applicable. Right: Dr. Nicole Wilson Wrong: Dr. Nicole Wilson, Ph.D.
T I T L E S , M I L I TA R Y Capitalize and spell out military titles when used before a person’s name. Do not abbreviate military titles unless it is relevant to the lesson objective. Right: Captain Don Johnson, Lieutenant Jim Jones Wrong: The Captain said we will land in 15 minutes.
U. S . / U N I T E D S TAT E S Use “United States” on first reference. Write “U.S.” or “USA” in second reference and thereafter. Be consistent with your choice. Avoid “America” as it creates sensitivity with those who live in the Americas.
R E G I O N S O F T H E U. S . ( c a p i t a l i z a t i o n ) Region names are capitalized when they stand alone and are widely understood to designate a specific geographic area. Right: western Texas Right: the West Coast, the Midwest Right: the east coast of Florida, the midwestern United States Right: South Florida, West Texas
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S TAT E A B B R E V I AT I O N S Do not use postal abbreviations in your text. Spell states, unless state abbreviation is part of objective. Right: He’s from New Orleans, Louisiana. Wrong: He’s from New Orleans, LA.
S PAC I N G Sentence: Single space after period. Line: Line spacing will vary by design.
T E C H N O LO G Y / E - T E R M S New tech words are always popping up. When in doubt, use the AP Style Guide. dial up (verb) dial-up (adjective) account email (no hyphen) Internet (cap “I”) log in (verb) login (noun) log out (verb) logout (noun) multimedia (one word, no hyphen) Net (cap “N”) offline (one word, no hyphen) online (one word, no hyphen) website (one word, lowercase "w")
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I I . O N T R A N S L AT I O N The translator has freedom to adapt original content by transcreating concepts rather than translating texts literally. S/He must be a copywriter, imaginative and resourceful in extrapolating the message and finding equivalent meanings within specific geographical contexts. Copywriters and translators must follow the Style Guide and abide by the preferred tone and voice, while retaining the creative license that will allow them to produce engaging and fun content. Refer to the grammatical first choices as listed in the Style Guide for each particular language. Translations for Open English must be attentive to a multilingual audience and to quality assurance procedures. Open English Copywriters will set the standards for translations and for language style. Translators and Copywriters at Open English understand that translation is not just a compliance, but also an instrument to influence markets. The wording should be as clear as possible, and not too formal. Some critical steps are involved, as follows: a) Accuracy. Spoken and written languages can be two entirely different things. Whenever written language is used, Open English writers and translators will ensure that the grammar rules and standard vocabulary are being followed. Use engaging, grammatically correct sentences with an advertising tone. Portuguese translators must follow the new Portuguese Spelling Agreement of 2009. The “Manual de Redação e Estilo” (Manual of Style in Writing) of the Brazilian Newspaper “O Estadão”, will be adopted as the Portuguese Style Guide. The guide is available online at http://www.estadao.com.br/manualredacao/ Spanish translators must follow the EFE Agency Style Guide and Fundeu (Fundación del Español Urgente), please refer to the translated version of this Style Guide and the websites below: http://www.fundeu.es/manual-espanol-urgente.html http://www.manualdeestilo.com/
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b) Consistency. The written language should not only be accurate, but also culturally sensitive and audience-appropriate. The voice in Portuguese and Spanish will also follow the Open English traits of being Fun, Human, and Achievable. For more, please follow the tone recommendations in Chapter II of this Guide. When names, taglines, and foreign words are used repeatedly, be consistent by always translating in the same way, and create a Glossary of Terms to be shared for later reference. c) Conversions: Currency, Measurements, and Temperature. Research the foreign trade exchange to provide an accurate amount, if the equivalent money is required in the translation, otherwise emphasize that the amount referred to is in American dollars. The site http://www.x-rates.com/calculator/ can be used as a resource to convert the currency.
Latin America follows the metric system. The site http://www.calculateme.com/Length/index.htm can be used for measurement conversion. The temperature in Latin America is measured in Celsius. The website http://www.timetemperature.com/tzus/time_zone.shtml can be used to convert the temperature to Celsius when necessary in translations.
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ACKNOWLEDGEMENTS
CREATIVE DIRECTOR Seth Travis DESIGN Fiorella Jimenez Tennison Zuniga
COPY Carlos Omar Gardinet Jocelyn Adele Gonzalez
CONTRIBUTORS John Barrientos Mari Brito Craig Brown Elijah Elizee Karina Lange Kristan Taylor
Legal Notice: The content and compilation of content included in this "Brand Book," such as text, graphics, logos, icons, images, and links to any digital download or connection with Open English software are the property of Open English LLC and its affiliate companies. Š 2013 Open English LLC. The Open English name, associated trademarks and the Open English logo are registered trademarks. Unauthorized use is prohibited.
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