Wse brand guidelines v8 by Christoph Nissen

Wall Street English Brand Guidelines

Index

Wall Street English Brand Guidelines

Index

Contents / 1.0 ————————————

1.1 1.2 1.3 1.4 2.0 ————————————

Tone of voice

7.0 ————————————

Brand overview Visual toolkit overview Wall Street English brand values Brand philosophy

27 28 30 32

Wall Street English Master logo Wall Street English Master logo / Positive and negative Wall Street English Master logo / Monochrome Wall Street English Master logo / B&W Wall Street English Secondary logo / Positive and negative Wall Street English Secondary logo / Monochrome Wall Street English Secondary logo / B&W Arabic logos Proportion & exclusion zones Logo misuse Logo minimum size

36 38 40 42 44 46 48 50 52 54 58

8.0 ————————————

9.0 ————————————

106

120 128 144 145 146 150 151 152 153

Wall Street English co—branding and partnerships Wall Street English in partnerships Pearson co–branding Wall Street English World logo – co branding

Wall Street English World Logo 10.1 10.2 10.3 10.4 10.5 10.6 10.7 10.8

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88 90 92 94 102 104

Product marketing & communication

9.1 9.2 9.3

62 68 70 72 74 75 76 78 80

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Formats for advertising

8.1 Key graphics & icons 8.2 Stationery 8.3 PPT template 8.4 Digital signature 8.5 T–shirts 8.6 Pencil 8.7 Bag 8.8 Sticker 8.9 Cup

10.0 ———————————

Brand identity

The "Door" The "Door" / Positive and negative The "Door" on coloured background The images Incorrect use Proportion & exclusion zones

Using the corporate brand identity 7.1

5.1 Logomania 5.2 Colour palette 5.3 Pantone Coated and Uncoated 5.4 Colour proportions 5.5 Typeface introduction 5.6 Standard font for internal communication and emails 5.7 Wall Street English typeface 5.8 Typeface weights 5.9 Typographic layout

Image usage in the "Door" 6.1 6.2 6.3 6.4 6.5 6.6

Logo 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11

5.0 ————————————

5 8 10 12

Brand dimension 3.1 3.2 3.3 3.4

4.0 —————————— ——

A global brand One world, one strategy One world, one brand identity One world, one brand style

Tone of voice 2.1

3.0 ————————————

6.0 ————————————

A global brand

156 160 161

161

Wall Street English World logo Wall Street English World logo / Positive and negative Wall Street English World logo / Monochrome Wall Street English World logo / B&W Proportion & exclusion zones Logo misuse Wall Street English World logo icon Proportion & exclusion zones

Wall Street English Brand Guidelines

Index

Contents / 11.0 ————————————

12.0 ————————————

Wall Street English World Brand identity

11.1 Logomania

Using the Wall Street English World corporate brand identity

12.1 Formats for advertising

• For guidelines around center design and signage please refer to Center Design and Signage • For Digital guidelines please refer to the Digital Manual

All guidelines contained in the Wall Street English Brand Guidelines manual must be followed. At no time can the files that are featured in this book be altered. At no time can the Wall Street English logo be altered from what is presented in these Brand Guidelines. Complying with the brand book guidelines is an essential aspect of our business and of being part of the Wall Street English network.

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1.0 A global brand

Wall Street English Brand Guidelines

A global brand 1.0

1.1 A global brand

1.0 A global brand

Being a global brand means being cosistently recognized throughout the world. — A global brand creates its own world — a world with a recognizable design, with a specific vision, with a shared philosophy and with a unique experience. — In the following pages, we have formalized our identity – the personality, the mood, the soul and the unique style of the Wall Street English world.

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1.0 A global brand

Wall Street English Brand Guidelines

A global brand 1.0

1.1 A global brand

Our global brand is an inspired, innovative and universal vision. It is a change in style that draws strength and meaning from our history and our vision of the future. For over 40 years, Wall Street English has been on the leading edge of language education and has helped people around the world learn English. We help people change their future. We help people turn their dreams into reality. â&#x20AC;&#x201D; Our new identity captures our vision and interprets it with distinctive new character traits creating a new graphic mood.

These guidelines represent the Wall Street English brand DNA and personal identity. They are a set of principles to help us present ourselves clearly, consistently, and with a vivid sense of our personality and purpose. â&#x20AC;&#x201D; A global brand has a strong identity and a strong voice that set it apart from the competition. It requires unique look & feel that carries the same message across all territories in the world. These guidelines are the voice of Wall Street English.

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1.0 A global brand

Wall Street English Brand Guidelines

1.2 One world, one strategy

Wall Street English Brand Guidelines

A global brand 1.0

1.2 One world, one strategy

One world, one strategy.

• Create the most recognized global name in English language learning. • Become the leader in every market in which we operate. • Continue to build our premium, allowing us to justify our premium price point over our competitors, based on the quality of our products, our service and the Wall Street English experience. • Expand and evolve our range of products and services to meet the needs of our students today and in the future. • Aim to build and maintain a lifelong relationship with every student we teach. • Leverage the benefits of Pearson as our parent, and fully play our part as a member of the global Pearson family.

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1.0 A global brand

Wall Street English Brand Guidelines

1.3 One world, one brand identity

A global brand 1.0

1.3 One world, one brand identity

One world, one brand identity. 12

Wall Street English Brand Guidelines

The new brand identity takes an evolutionary but significant step forward for Wall Street English by updating the type style and adding a new "Door" device based on the concept of a speech bubble. The â&#x20AC;&#x2DC;Wall Street Englishâ&#x20AC;&#x2122; calligraphy type style builds on the existing brand identity, but freshens and modernizes it. The addition of the "Door" device provides a universal symbol that represents what we do: We help students learn English, allowing them to open doors to a future full of possibilities.

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1.0 A global brand

Wall Street English Brand Guidelines

1.4 One world, one brand style

A global brand 1.0

1.4 One world, one brand style

One world, one brand style. 14

Wall Street English Brand Guidelines

• All communication materials no longer exist only on paper. They must adapt fluidly to all new media and be equally effectively on all devices. • The colours in the Wall Street English corporate palette can be used in the various possible combinations. • Our new mood expresses our leadership, which is conveyed through strong visuals and strong messages. • The graphic style will allow us to give a creative, meaningful and above all consistent treatment to all types of communications and materials.

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2.0 Tone of voice

Wall Street English Brand Guidelines

Tone of voice 2.0

2.1 Tone of voice

2.0 Tone of voice

Our brand values determine who we are and how we should act as an organization. And at Wall Street English we lead, we innovate and we always act responsibly; we are personal, we nurture, and we inspire. When it comes to presenting ourselves to the outside world, we need to express not just what we do but who we are as a brand to our customer and prospects. We do this in two ways: through our visual identity – our logo, colors and campaign images – and through our verbal identity, in the way we talk to people through our various communication materials. And when it comes to talking, it’s not just about what we say, but the way we say it. This is our tone of voice. Tone of voice — noun a particular quality, way of sounding, modulation, or intonation of the voice as expressive of some meaning, feeling, spirit, etc.

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2.0 Tone of voice

Wall Street English Brand Guidelines

Tone of voice 2.0

2.2 Tone of voice / Objective

Whenever we communicate on behalf of Wall Street English it should be in the Wall Street English tone of voice. Tone of voice is an attitude, a personality, not just vocabulary; therefore it should be flexible for the wide range of audiences we speak to.

This document has been prepared to give direction on how to speak as Wall Street English and communicate in the Wall Street English way, by defining the mood and attitude of our brand language.

Of course, the messages will change depending on the campaign and the target audience – obviously we do not speak to government officials in the same way that we speak to our students – but the personality behind those messages should be consistent throughout all communication, touchpoints, and materials. Think about how we as individuals adapt the way we speak, depending on whether we are speaking to friends and colleagues, or the bank manager – we may use different language; we may also have a different emotion; but we cannot change our personality. 18

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If you have any questions regarding any of the guidance presented here, please contact Natalija Prokopovitsj at natalija.prokopovitsj@wallstreetenglish.com “The tone we use illustrates we care.” Nina Purdey Service Operations Director Wall Street English

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1.0 A global brand

Wall Street English Brand Guidelines

A global brand 1.0

2.2 Tone of voice / Objective

Communicating in the Wall Street English tone of voice is not optional. It is mandatory. It has to be. It’s no good claiming, for example, that we’re approachable if our language is not.

“In the English language, it all comes down to this: Twenty-six letters, when combined correctly, can create magic.”

If we are to succeed in our goal to establish Wall Street English as the world’s leading brand in English language learning, then it is essential that we share a recognizable tone of voice. By writing, or speaking, in a particular way, what we say becomes more convincing, and more engaging. The more consistent we are, the more likely that people will understand what makes our brand unique.

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John Grogan Journalist and writer

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1.0 A global brand

Wall Street English Brand Guidelines

A global brand 1.0

2.2 Tone of voice / Objective

When thinking about the best way to talk to someone, it can be helpful to start by thinking about who we are. If Wall Street English was a person, what sort of person would we be, and how might this shape the way we speak?

succeed with their English language goals.

Confident – but not domineering We are experts in the field of English language learning. We are intelligent with the authority and credibility to inspire. We can take pride in the things we achieve and celebrate our students’ successes. We know what we are talking about.

But we are not so relaxed that we are perceived as unprofessional. Educational – but not overly institutional We are a modern, international campus of learning. And, underpinning our learning syllabus, we want our students to treat us as a hub from which they can develop life experiences and personal relationships. But we are not a stuffy old university.

Approachable – but not overly familiar We are personal, accessible, friendly, and inclusive. We are warm and welcoming to everyone who comes to us for help to

Proud of our heritage – but not stuck in the past We are proud of over 40 years’ experience of delivering trusted English language education. But we do not dwell on past achievements – we are always looking to what we can help our students achieve now, and how

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But we are not arrogant, domineering, or patronizing.

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1.0 A global brand

Wall Street English Brand Guidelines

A global brand 1.0

2.2 Tone of voice / Objective

we can help those students who are yet to walk through our door.

All organizations must be able to communicate clearly. And for Wall Street English – a brand that wants to be known as the premier provider of English language learning – it is even more important. We must speak and write clearly so that our language is as easy as possible to understand.

“I notice that you use plain, simple language, short words and brief sentences. That is the way to write English – it is the modern way and the best way.” Mark Twain Writer

Break up long sentences with punctuation. Or, even better, keep them short. It is tempting to use complicated language as a shortcut to sounding intelligent, or to use corporate jargon because we think other business people will take us more seriously if we do. We want to break down barriers of language, not build them up. Because if people cannot understand us, why would they trust us to help them be understood?

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2.0 Tone of voice

Wall Street English Brand Guidelines

Tone of voice 2.0

2.3 Tone of voice / Do's

2.3 Tone of voice / Don'ts

Our writing style should reflect our brand personality.

credible and authentic. • Read out loud everything that you write. It should be a conversation between two people. • Explain the benefits of our courses, rather than just describe our services. • Pay careful attention to correct spelling and punctuation (crucial for an English language organization).

DO… • Use the first person, and address your audience directly, wherever possible, e.g. ‘we’ or ‘you’ rather than ‘the organization’ or ‘students’. • Use short sentences that are simple and easy to understand. Every word should have a purpose. If it doesn’t, then it’s just padding. • Consider who you are talking to. At Wall Street English we talk to a variety of audiences, both external and internal, from students and prospects to partners in PR, Media organizations and government. Different audiences will require different messages, but it is important to use the same tone of voice. This will ensure we stay consistent in our personality and appear 26

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DON’T… • Use long formal words unless absolutely necessary for the audience. • Use business jargon (this is not to say we cannot use business-related terminology, which may help reassure our professional customers of our expertise), e.g. we contact people, we don’t ‘touch base’ with them. • Use acronyms without explaining what the acronym means when you first use it.

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3.0 Brand dimension

Wall Street English Brand Guidelines

Brand dimension 3.0

3.1 Brand overview

3.0 Brand dimension

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The Wall Street English identity has been designed to represent the way we interact with our students. It offers a human touch, and can be tailored to give it reach different audiences around the world.

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3.0 Brand dimension

Wall Street English Brand Guidelines

3.2 Visual toolkit overview

Wall Street English Brand Guidelines

Brand dimension 3.0

3.2 Visual toolkit overview

There are six key elements that make up the new Wall Street English visual identity: logo, logomania, colour palette, typeface, "Door" device and icons.

Logos (please see page 24 for more details)

Typography (please see page 64 for more details)

Avenir Next Logomania (please see page 52 for more details)

"Door" device (please see page 78 for more details)

Colour palette (please see page 58 for more details)

Icon style (please see page 110 for more details)

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3.0 Brand dimension

Wall Street English Brand Guidelines

3.3 Wall Street English brand values

Wall Street English Brand Guidelines

Brand dimension 3.0

3.3 Wall Street English brand values

Our brand values have always been the drivers of Wall Street English and they now live and grow stronger in a new brand image which is projected, as always, into the future.

Leaders— We are leaders not followers. Innovators— We will always be at least a step ahead. Responsible— We always act responsibly towards our people, our customers and our community. 32

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Personal— We help individuals not crowds. Nurturing— We care passionately, and it shows. Inspiring— We want everyone to find their best and achieve their goals.

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3.0 Brand dimension

Wall Street English Brand Guidelines

Brand dimension 3.0

3.4 Brand philosophy

Throughout the world hundreds of people choose Wall Street English every day, and open the door to a future full of opportunities. The Wall Street English rebranding represents a global change that reflects the "Always Learning" philosophy shared by all the members of the Pearson family. — Our new brand identity takes an evolutionary but significant step forward updating the type style and adding a new visual element – the speech bubble. — The "Wall Street English" typography is built on the existing brand identity, but freshens and modernizes it. Together with the "Door" device it provides a universal symbol of who we are and what we do: We open doors for our students by teaching them to speak English. This is a clear visual representation of

our core brand idea and promise: Change Your Future with Wall Street English. The "Door" device is based on the universal symbol of the speech bubble, which makes it an appropriate global brand for us. This device is also globally adaptable to individual country needs as it allows localization (through the addition of photography in the symbol) without ever disrupting our common global branding. The extra visual element of adding photography in the "Door" as outlined in this brand book helps futureproof the brand because it can change from application to application, be static as a signage or in print materials, or dynamic in digital applications.

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4.0 Logo

Wall Street English Brand Guidelines

Logo 4.0

Contents /

4.0 Logo

4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11

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4.0 Logo

Wall Street English Brand Guidelines

Logo 4.0

4.1 Wall Street English Master logo

The logo is made up primarily of two blocks: logo and lettering. The pen strokes are fresh, rounded and geometrically imperfect to give the logo a "human" feel. The colours recall the Union Jack and therefore the English language. When presented with a speech bubble that opens in perspective to form a door to the world, you can't help but think about the opportunities offered by the English language â&#x20AC;&#x201C; about the doors that are opened and the opportunities to connect with different cultures. â&#x20AC;&#x201D; Wall Street English opens itself to the world and unifies the world under a single language.

The Master logo is the official Wall Street English logo. It appears on a WHITE background in the positive version and on a WSE BLUE background in the negative version. This is the standard and prefered logo to be used. Only in specific cases is it possible to use the Monochrome logo (please see page 30 for more details) or the B&W logo (please see page 32 for more details).

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4.0 Logo

Wall Street English Brand Guidelines

Logo 4.0

4.2 Wall Street English Master logo / Positive

4.2 Wall Street English Master logo / Negative

You are advised to always use the positive version of the Master logo on a WHITE background in order to leave the contrast between the marks unchanged.

You are advised always to use the negative version of the Master logo on a WSE BLUE background in order to leave the contrast between the marks unchanged.

Only in exceptional cases, and only with preâ&#x20AC;&#x201D;approval from the WSE International Marketing Team, can the logo be positioned on a differently coloured background.

01 Outline WSE BLUE

02 "Door" gap WSE RED

03 "Door" WHITE

01 Outline WHITE

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02 "Door" gap WSE RED

03 "Door" WSE BLUE

4.0 Logo

Wall Street English Brand Guidelines

4.3 Wall Street English Master logo / Monochrome

Wall Street English Brand Guidelines

Logo 4.0

4.3 Wall Street English Master logo / Monochrome / Colour suggestions

This is an outline version of the Master logo. As this version has only one colour, it is suitable for use with the entire Wall Street English colour palette and also in exceptional cases when the background does not use one of our range of colours. You are advised to use the WSE BLUE outline when the background colour is light and the WHITE outline when the background colour is dark. In some cases the background colour may permit either the WSE BLUE or the WHITE outline, as shown on the next page.

WSE RED

WSE CYAN

WSE LIGHT BLUE

WSE PEACH 01 Outline WSE BLUE

02 "Door" gap TRANSPARENT

03 "Door" TRANSPARENT

WSE SKIN

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3.0 Logo

Wall Street English Brand Guidelines

4.4 Wall Street English Master logo / B&W

Wall Street English Brand Guidelines

Logo 4.0

4.4 Wall Street English Master logo / B&W

This is a black and white version of the Master logo in which the colours have been converted into grey scale, with WSE BLUE becoming 100% black and WSE RED 50% black. This version has been created for fax sheets and black & white printâ&#x20AC;&#x201C;outs.

The B&W Wall Street English logo can only be used for facsimiles and B&W printers.

01 Outline 100% BLACK

02 "Door" gap 50% BLACK

03 "Door" WHITE

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4.0 Logo

Wall Street English Brand Guidelines

Logo 4.0

4.5 Wall Street English Secondary logo / Positive

4.5 Wall Street English Secondary logo / Negative

The Secondary logo is the alternative version of the Master logo. It is used in exceptional cases when, for example, we have to apply the logo to a very large format and for purely aesthetic reasons it has been decided to use this version. You are advised always to use the positive version on a WHITE background in order to leave the contrast between the marks unchanged.

The Secondary logo is the alternative version of the Master logo. It is used in exceptional cases when, for example, we have to apply the logo to a very large format and for purely aesthetic reasons it has been decided to use this version. You are advised always to use the negative version on a WSE BLUE background in order to leave the contrast between the marks unchanged.

Only in exceptional cases, and only with preâ&#x20AC;&#x201D;approval from the WSE International Marketing Team, the logo can be positioned on a differently coloured background.

01 Outline WSE BLUE

02 "Door" gap WSE RED

03 "Door" WHITE

01 Outline WSE BLUE

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02 "Door" gap WSE RED

03 "Door" WHITE

4.0 Logo

Wall Street English Brand Guidelines

4.6 Wall Street English Secondary logo / Monochrome

Wall Street English Brand Guidelines

Logo 4.0

4.6 Wall Street English Secondary logo / Monochrome / Colour suggestions

This is an outline version of the Secondary logo. As this version has only one colour, it is suitable for use with the entire Wall Street English colour palette and also in exceptional cases when the background does not use one of our range of colours. You are advised to use the WSE BLUE outline when the backgound colour is light and the WHITE outline when the background colour is dark. In some cases the background colour may permit either the WSE BLUE or the WHITE outline, as shown on the next page.

WSE RED

WSE CYAN

WSE LIGHT BLUE 02

WSE PEACH 01 Outline WSE BLUE

02 "Door" gap TRANSPARENT

03 "Door" TRANSPARENT

WSE SKIN

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3.0 Logo

Wall Street English Brand Guidelines

4.7 Wall Street English Secondary logo / B&W

Logo 4.0

4.7 Wall Street English Secondary logo / B&W

This is a black and white version of the Secondary logo in which the colours have been converted into grey scale, with WSE BLUE becoming 100% black and WSE RED 50% black. This version has been created for fax sheets and black & white printâ&#x20AC;&#x201C;outs.

Wall Street English Brand Guidelines

The B&W Wall Street English logo can only be used for facsimiles and B&W printers.

01 Outline 100% BLACK

02 "Door" gap 50% BLACK

03 "Door" WHITE

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4.0 Logo

Wall Street English Brand Guidelines

4.8 Arabic logos

Brand dimension 3.0

4.8 Arabic logos

You are advised always to use the negative versions of the logo on WSE BLUE coloured backgrounds.

Arabic Master & Secondary logos These logos are for Middle East countries. The general guidelines also apply to the Arabic logo.

Wall Street English Brand Guidelines

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4.0 Logo

Wall Street English Brand Guidelines

4.9 Proportion & exclusion zones / Master logo

Wall Street English Brand Guidelines

Logo 4.0

4.9 Proportion & exclusion zones / Secondary logo Exclusion zone To ensure that the Wall Street English logo is always clear and unobstructed, it is important to provide an area of clear space around it. The minimum exclusion zone is shown here. The exclusion zone cannot be reduced but can be increased.

The logo has been designed to present a clear relationship between all elements. The reference measurement, X, is the width of the "Door". The lettering and exclusion zone are based on X. It is important to keep these proportions correct because they give a sense of consistency to the logo as a whole. It is absolutely prohibited to modify the proportions of the logo.

No other object should appear within the exclusion zone at any time. This will maintain consistency across communications as well as preventing any cropping errors when items are printed.

Secondary logo

1/2 X

2/3 X

1.5 X

1/2 X

1.5 X

1/2 X

1.5 X

1/2 X

1.5 X

1/2 X

Master logo

1/2 X

2.5 X

1/2 X

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4.0 Logo

Wall Street English Brand Guidelines

4.10 Logo misuse / Master logo

Wall Street English Brand Guidelines

Logo 4.0

4.10 Logo misuse / Master logo

Do not tilt

Do not add effects

Do not change any colours or invert the colour on the "Door"

Do not add transparency

Do not resize any individual elements

Do not add text or image on the "Door"

Do not change the typography

Do not move individual parts

Do not rotate

Do not crop the logo

Do not use mirror images of the "Door"

Do not distort the logo

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4.0 Logo

Wall Street English Brand Guidelines

4.10 Logo misuse / Secondary logo

Wall Street English Brand Guidelines

Logo 4.0

4.10 Logo misuse / Secondary logo

Do not tilt

Do not add effects

Do not change any colours or invert the colour on the "Door"

Do not add transparency

Do not resize any individual elements

Do not add text or image on the "Door"

Do not change the typography

Do not move individual parts

Do not rotate

Do not crop the logo

Do not use mirror images of the "Door"

Do not distort the logo

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4.0 Logo

Wall Street English Brand Guidelines

4.11 Logo minimum size

Wall Street English Brand Guidelines

Logo 4.0

4.11 Logo minimum size

The Wall Street English logo should always be legible and must never lose its shape when reduced to a small size.

Print based The Master logo should always be legible and must never lose its shape when reduced to a smaller size. In print, the logo can be used with a minimum width of 15 mm. The Secondary logo can be reduced to a minimum width of 27 mm. Screen based For use on websites and screenâ&#x20AC;&#x201C;based reproduction, the Master logo should not be smaller than 65 pixels wide. The Secondary logo should not be smaller than 128 pixels. For minimum size of the digital logo please refer to the internal digital guidelines.

Print based

15 mm

27 mm

Master logo Prints no smaller than 15 mm

Secondary logo Prints no smaller than 27 mm

Screen based

65 px

Master logo Reproduces down to 65 pixels

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128 px

Secondary logo Reproduces down to 45 pixels

4.0 Brand identity

Wall Street English Brand Guidelines

Brand identity 4.0

Contents /

5.0 Brand identity

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5.0 Brand identity

Wall Street English Brand Guidelines

5.1 Logomania

Positive version The Wall Street English logomania is an element that forms part of the brand identity and is used for promotional materials, giveâ&#x20AC;&#x201C;aways, events and other brand communications. It has a modular quadratic structure with the words Wall Street English and can be used on all types of surfaces. The monochrome versions are recommended to be used on transparent surfaces.

Negative version The negative version should be used when the background is WSE BLUE. In contrast to the positive version, WSE BLUE becomes WHITE.

Positive colour version

Negative colour version

Positive monochrome version

Negative monochrome version

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Brand identity 4.0

5.0 Brand identity

Wall Street English Brand Guidelines

5.2 Colour palette

Wall Street English Brand Guidelines

Brand identity 5.0

5.2 Colour palette

The colours chosen to communicate our brand reflect a tone which gives our communications a “human touch” that is simple but engaging. They represent a fresh, relaxing chromatic mood that is uplifting and full of optimism. In selecting our corporate colours, we began with those of the British flag and then chose multiple variants and incorporated other Pantone colours that draw from similar shades.

Primary colours

Extended palette

Secondary colours

Extended palette

WSE BLUE PANTONE® 540 U

WSE BLUE 75%

WSE BLUE 35%

WSE LIGHT BLUE PANTONE® 314 U

WSE LIGHT BLUE 75%

WSE LIGHT BLUE 35%

C 100 M 84 Y 38 K 31

C 81 M 56 Y 32 K 9

C 36 M 20 Y 15 K 0

C 100 M 0 Y 20 K 10

C 75 M 0 Y 15 K 8

C 35 M 0 Y 7 K 3

R 0 G 51 B 89

R 64 G 102 B 131

R 166 G 184 B 197

R 0 G 130 B 169

R 64 G 161 B 191

R 166 G 211 B 225

WSE RED PANTONE® Red 032 U

WSE RED 75%

WSE RED 35%

WSE PEACH PANTONE® 170 U

WSE PEACH 75%

WSE PEACH 35%

C 0 M 96 Y 81 K 0

C 0 M 78 Y 47 K 0

C 0 M 36 Y 13 K 0

C 0 M 56 Y 45 K 0

C 0 M 41 Y 31 K 0

C 0 M 18 Y 11 K 0

R 241 G 44 B 62

R 245 G 97 B 110

R 250 G 181 B 188

R 255 G 142 B 126

R 255 G 170 B 158

R 255 G 216 B 210

WSE CYAN PANTONE® 305 U

WSE CYAN 75%

WSE CYAN 35%

WSE SKIN PANTONE® 162 U

WSE SKIN 75%

WSE SKIN 35%

C 54 M 0 Y 12 K 0

C 41 M 0 Y 9 K 0

C 19 M 0 Y 4 K 0

C 0 M 27 Y 34 K 0

C 0 M 20 Y 24 K 0

C 0 M 9 Y 10 K 0

R 100 G 207 B 233

R 139 G 219 B 239

R 201 G 238 B 247

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R 255 G 195 B 164

R 255 G 210 B 187

R 255 G 234 B 223

5.0 Brand identity

Wall Street English Brand Guidelines

Brand identity 5.0

5.3 Pantone Coated and Uncoated

Pantone colours are divided into coated and uncoated categories, depending on the paper they will be printed on. Coated and uncoated colours are used on coated and uncoated paper respectively.

We have nevertheless identified the fourâ&#x20AC;&#x201C;colour combination that is the best possible equivalent of both coated and uncoated Pantone colours.

The appearance of colours with the same code may vary slightly according to the type of paper. Creating an exact fourâ&#x20AC;&#x201C;colour equivalent of a Pantone colour is not always possible.

However, it must be remembered that, for the reasons already described, results may vary depending on the specific printing machine used.

The main reason for this is that four colours may not be enough to reproduce the Pantone colour perfectly, but also because numerous variables are involved in fourâ&#x20AC;&#x201C; colour printing (printer used, paper used, type of toner).

PR-06-D1-V6

4.0 Brand identity

Wall Street English Brand Guidelines

Brand identity 5.0

5.4 Colour proportions

For each piece of communication that needs to be developed, a selection of colours from the primary and the secondary brand palette can be made. — The choice of colours from this palette will then form the basis for all communication and branding. — You are advised not to use any colour outside this range for graphic elements in any communication materials. This is important for brand recognition and consistency. — When building a graphical layout, whether for a web or a print page, it is necessary to take account of this graphic element and use these colours, while trying to maintain the same proportions.

The graphic below gives some guidance as to the proportion of each colour that should be used. The colour proportion can be flexible and it is useful to give a general idea of what the final chromatic result should be. Feel free to be creative in using the colours but please keep in mind at all times to the readability / usability.

PR-06-D1-V6

PANTON

E® 5 40 U

U 70 ®1 E N TO

URS OLO YC R DA ON U C 305 SE E® N O NT PA

PAN

TO NE ®3 14 U

62 U NE® 1 NTO

COL O

N PA

32 U ed 0 ®R NE TO

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PRIMAR Y

5.0 Brand identity

Wall Street English Brand Guidelines

Brand identity 5.0

5.5 Typeface introduction

5.6 Standard font for internal communication and emails

Why Avenir? The choice of Avenir wasn’t accidental. It is the font that best represents our brand’s philosophy and mission. It ties our brand together. The word “Avenir” in French means "future". The font, both the design and the name, is perfectly aligned with the spirit of Wall Street English, our vision, and our goal of helping students change their future.

Avenir Next Avenir Next is our chosen font for professionally produced offline designed materials such as brochures, marketing collateral, advertising materials, etc. This font is only available through license.

Avenir is a font with a lighter, more human and more organic visual impact. It reveals a brand attitude and has brand characteristics that reflect who we are as an organization and how we want our students to perceive us. Alternative fonts For countries which do not use Latin characters, the recommended fonts are Journal Sans for Cyrillic, (HanYi font) for ideograms, Gedinar one for the Arabic alphabet. Typography layout The different versions of the font (medium, regular, bold) can be used as preferred, but please make sure to maintain consistency. You can check a few examples from page 66.

Proxima Nova Proxima Nova is our chosen font for digital materials such as xxx, xxx, xxx, etc. Arial Arial is our chosen font for internal communications and everyday documents generated through Word, Powerpoint, Excel, etc. Even if you have the license for Avenir Next, please use Arial in order to make sure that people can read the sent documents properly.

Aa Aa Aa Avenir Next Bold / 110 pt

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Proxima Nova Bold / 110 pt

Arial Bold / 110 pt

5.0 Brand identity

Wall Street English Brand Guidelines

Brand identity 5.0

5.7 Wall Street English typeface - Offline communications

Avenir Next Regular / 24 pt

Avenir Next Italic / 24 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(&)§@;:!?”/${%}»*

Avenir Next Medium / 24 pt

Avenir Next Medium Italic / 24 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(&)§@;:!?”/${%}»*

Avenir Next Demi / 24 pt

Avenir Next Demi Italic / 24 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(&)§@;:!?”/${%}»*

Avenir Next Bold / 24 pt

Avenir Next Bold Italic / 24 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(&)§@;:!?”/${%}»*

PR-06-D1-V6

4.0 Brand identity

Wall Street English Brand Guidelines

5.8 Typeface weights - Offline communications

Wall Street English Brand Guidelines

Brand identity 4.0

5.8 Typeface weights - Offline communications

Regular Demi Demi Italic Italic Medium Bold Bold Italic Medium Italic Avenir Next Regular / 120 pt

Avenir Next Demi / 120 pt

Avenir Next Italic / 120 pt

Avenir Next Demi Italic / 120 pt

Avenir Next Medium / 120 pt

Avenir Next Bold / 120 pt

Avenir Next Medium Italic / 120 pt

Avenir Next Bold Italic / 120 pt

PR-06-D1-V6

5.0 Brand identity

Wall Street English Brand Guidelines

5.7 Wall Street English typeface - Digital communications

Proxima Nova Regular / 24 pt

Proxima Nova Regular Italic / 24 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(&)§@;:!?”/${%}»*

Proxima Nova Semibold / 24 pt

Proxima Nova Semibold Italic / 24 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(&)§@;:!?”/${%}»*

Proxima Nova Bold / 24 pt

Proxima Nova Bold Italic / 24 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(&)§@;:!?”/${%}»*

Proxima Nova Extrabold / 24 pt

Proxima Nova Extrabold Italic / 24 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890(&)§@;:!?”/${%}»*

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Brand identity 5.0

4.0 Brand identity

Wall Street English Brand Guidelines

5.8 Typeface weights - Digital communications

Wall Street English Brand Guidelines

Brand identity 4.0

5.8 Typeface weights - Digital communications

Regular Bold Regular ItalicBold Italic Semibold Extrabold Extrabold Semibold Italic Proxima Nova Regular / 120 pt

Proxima Nova Bold / 120 pt

Proxima Nova Regular Italic / 120 pt

Proxima Nova Bold Italic / 120 pt

Proxima Nova Semibold / 120 pt

Proxima Nova Extrabold / 120 pt

Proxima Nova Semibold Italic / 120 pt

Proxima Nova Extrabold Italic / 120 pt

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5.0 Brand identity

Wall Street English Brand Guidelines

Brand identity 5.0

5.9 Typographic layout

Title, subtitles and body copy It is usually sufficient to set the titles in Avenir Next Bold, the subtitles in Avenir Next Demi without changing the size in order to improve readability, and the body in Avenir Next Medium.

Text alignment The page grid organizes columns of text by aligning the right and left margins. Avoid center–aligned text. Left–aligned text is recommended for consistency and readability, because it does not alter the spacing between words. Block layout can be used for more compact text in newsletters and press releases, even though the spacing between words is not consistent.

Title Avenir Next Bold / 48 pt / Spacing 29 / Kerning —25 pt Subtitle Avenir Next Demi / 24 pt / Spacing 29 / Kerning —25 pt Body Avenir Next Medium / 12 pt / Spacing 15 / Kerning 0 pt

Example Avenir Next Bold / 48 pt / Spacing 55 / Kerning —25 pt

Title. Subtitle.

Cum dit vullut verit praestrud diam ver suscilit am quissis nulputpat.

Hendant velest velique samus et harcili tatur. Vid qui re nonestrum quam inullitiusda quatendus es earum sum esequamus, opta nonecte et lantur ad quate sum dem eumquas simus magnis et rem a voluptassi nos deliatem inulpa nesequi rae posae pe venienes asinven disquo officia voluptium estionem quam simust, cusaepel imaiossum eiumquu ntionsequam quodisquibus dis dolores tibusdae modis atis quaerun tisquaerem. Ullores enihill iberia comnimagnis mo volupissit enditatur? Eveliqui volupit quunda quo estinul labore, abo. Et quam eatus ex et omnime demolup iendipsandit volora ipiendamus mint quatqua temperitat arcideliqui tem re omnis dit veristem que vid et endit eossent emporem poritinciet aut lam, optaspistia di quat exernam auta si apid ut modit, que placcup turibus velibus ma volum aruntis dolorepelest ipsunt.

PR-06-D1-V6

5.0 Brand identity

Wall Street English Brand Guidelines

Brand identity 5.0

5.9 Typographic layout

Paragraphs Paragraphs of text should be separated with an empty line space. If the text consists of many short paragraphs, then you may prefer to begin the next paragraph without an empty line space. You should choose one approach in order to ensure consistency and readability.

Highlighted text and numbering Numbers and bullets used to highlight text should preferably be placed to the left of the column, consistently with the text. Alternatively the numbering can be placed on the line above the text, aligned with the left margin.

Example Avenir Next Medium / 24 pt / Spacing 29 / Kerning —25 pt

Ese post fugit dolo quam eos doluptae sunt aditem eicat volorrum restrum earum volorum si occum. ¶ Itiur, et doloremporum qui blaut od eos quid mos assumeniment pos ea nus, corroreped escit et omniste non peliciis doluptatur? Am vel moluptus dolo volorru. ¶ Nestius dolor sit quam que debitis prese cullandis core occatia taquodi voluptatiam verchicime volor sit.

PR-06-D1-V6

• Cum dit vullut verit diam ver suscilit am quissis, consed mincilla feui tet ver ipit iustincing eliquat, qui ex ex eummole ndionsengk. 2 Ex eummole ndionsengk ivolore consed tem alismodit am, vullum ip et, commolore mod te dolore foret gyeuipsum iriu. Inciis aborporis vent aliqui re nobis quid eration nam int essitatem aut eum fugitibust.

PR-06-D1-V6

5.0 Brand identity

Wall Street English Brand Guidelines

Brand identity 5.0

5.9 Typographic layout

Kerning Letter spacing seems excessive with large font sizes and it is therefore preferable to maintain consistency by reducing the amount of space.

Line spacing The use of consistent line spacing, across all forms of corporate communication, facilitates the page layout and improves readability.

Example Avenir Next Bold / 48 pt / Spacing 55 / Kerning â&#x20AC;&#x201D;25 pt

Cum dit vullut verit praestrud diam ver suscilit am quissis nulputpat. 90

Cum dit vullut verit praestrud diam ver suscilit am quissis nulputpat. PR-06-D1-V6

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6.0 Image usage in the "Door"

Wall Street English Brand Guidelines

Image usage in the "Door" 6.0

Contents /

6.0 Image usage in the "Door"

PR-06-D1-V6

6.1 6.2 6.3 6.4 6.5 6.6

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The "Door" The "Door" / Positive and negative The "Door" on coloured background The images Incorrect use Proportion & exclusion zones

6.0 Image usage in the "Door"

Wall Street English Brand Guidelines

Image usage in the "Door" 6.0

6.1 The "Door"

The Wall Street English "Door" device can be separated from the logo for other uses. Individual countries can use images inside the "Door" gap that represent people’s dreams and goals, but most importantly the reasons that make them want to learn English. — The "Door" contains images of people from various parts of the world. This is because of the multi–ethnicity and universal nature of the English language, which acts as a link between different cultures. Landscape scenes depicting situations and settings that immediately communicate positive emotions and a feeling of freedom can also be used in the "Door" device.

All images are already cropped so that the logo structure is respected, allowing the final result to be comprehensible and consistent with the brand. The "Door" can be used to decorate surfaces, such as window stickers, or in free spaces in Wall Street English centers. You are advised to use this version on WHITE or very light–coloured backgrounds. It is important for there to be a lot of contrast with the background.

PR-06-D1-V6

6.0 Image usage in the "Door"

Wall Street English Brand Guidelines

Image usage in the "Door" 6.0

6.2 The "Door" / Positive

6.2 The "Door" / Negative

All images are already cropped so that the logo structure is respected, allowing the final result to be comprehensible and consistent with the brand. The "Door" can be used to decorate surfaces, such as window stickers, or in free spaces in Wall Street English centers. You are advised to use this version on WHITE or other very light窶田oloured backgrounds. It is important for there to be a lot of contrast with the background.

You are advised to use this version on WSE BLUE or other very dark窶田oloured backgrounds. It is important for there to be a lot of contrast with the background.

1 Outline WSE BLUE

2 "Door" gap IMAGE

3 "Door" TRANSPARENT

1 Outline WSE BLUE

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2 "Door" gap IMAGE

3 "Door" TRANSPARENT

6.0 Image usage in the "Door"

Wall Street English Brand Guidelines

6.3 The "Door" on coloured background

Wall Street English Brand Guidelines

Image usage in the "Door" 6.0

6.3 The "Door" on coloured background / Colour suggestions

When the background is coloured you are advised to use the WHITE outline "Door" on dark backgrounds and the WSE BLUE outline "Door" when the background is a light colour. It is important to have a lot of contrast with the background. Please refer to the examples on the right.

WSE BLUE

WSE RED

WSE CYAN

WSE LIGHT BLUE

WSE PEACH

WSE SKIN

WHITE

PR-06-D1-V6

6.0 Image usage in the "Door"

Wall Street English Brand Guidelines

6.4 The images

Wall Street English Brand Guidelines

Image usage in the "Door" 6.0

6.4 The images / Western Europe examples

A new image bank has been created to house the specific images that can appear behind the "Door". No other images should be used. Each of these images has been culturally approved and gone through a postâ&#x20AC;&#x201C;production treatment to render them suitable. They do not require any local media usage rights, and have been further categorized under "people" and "landscapes". You are strongly encouraged to browse through all the images, as many could be relevant for your communication requirements. They have been grouped into the key regions Western Europe, Eastern Europe, the Middle East & North Africa, India, North Asia, South East Asia, Latin America. The full image bank can be downloaded from the changingfutures.com. If you have any questions on image usage, please contact Natalija Prokopovitsj at natalija.prokopovitsj@wallstreetenglish.com

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101

6.0 Image usage in the "Door"

Wall Street English Brand Guidelines

6.4 The images / Eastern Europe examples

102

Wall Street English Brand Guidelines

Image usage in the "Door" 6.0

6.4 The images / Middle East & North Africa examples

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6.0 Image usage in the "Door"

Wall Street English Brand Guidelines

6.4 The images / India examples

104

Wall Street English Brand Guidelines

Image usage in the "Door" 6.0

6.4 The images / North Asia examples

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6.0 Image usage in the "Door"

Wall Street English Brand Guidelines

6.4 The images / South East Asia examples

106

Wall Street English Brand Guidelines

Image usage in the "Door" 6.0

6.4 The images / Latin America examples

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6.0 Image usage in the "Door"

Wall Street English Brand Guidelines

6.5 Incorrect use

Wall Street English Brand Guidelines

Image usage in the "Door" 6.0

6.5 Incorrect use

It is absolutely prohibited to use images inside the "Door" gap when it is an element of the Master or Secondary logos. See example below. When a logo is introduced, it is important for the shapes and colours to be consistent in order to imprint the brand in consumers’ minds.

When an image is used in the "Door" gap, it must be a join up to make one word, or hyphenate if it needs to be slit across two lines. It is absolutely prohibited to use images inside the "Door" gap when it is an element of the Master or Secondary logos.

108

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Do not rotate the image inside the “Door” gap

Do not insert the image in the "Door" itself

Do not change the image colours

Always make sure you fill the space around the “Door” completely

Do not distort the image inside the “Door” gap

Always crop photographs consistently

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109

6.0 Image usage in the "Door"

Wall Street English Brand Guidelines

6.6 Proportion & exclusion zones

Image usage in the "Door" 6.0

6.6 Proportion & exclusion zones

The "Door" has been designed following the proportions below. The reference measurement, X, is the width of the "Door". The exclusion zone is based on ½ X and ¾ X. It is important to keep these proportions correct because they give a sense of consistency to the "Door" device whole. It is absolutely prohibited to change the proportion of these elements.

1/2 X

½X

Always use the proportion box and exclusion zone to apply the "Door" to surfaces.

1.5 X

1/2 X

2/3 X

2/3 X 110

Wall Street English Brand Guidelines

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7.0 Format for advertising

Wall Street English Brand Guidelines

Format for advertising 7.0

Contents /

7.0 Formats for advertising

112

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7.1

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Formats for advertising

113

7.0 Format for advertising

Wall Street English Brand Guidelines

Format for advertising 7.0

7.1 Advertising format

The format is structured to adapt to the text content. Always left–align text without justification. It is important always to respect the logo proportions and exclusion zone.

The format is flexible. The logo block can be moved to adapt better to the space available, but must always be in accordance with the proportion box and exclusion zone. The text container may be enlarged if there is a lot of information, or in web and outdoor applications where the font size must be increased.

Changeable Length

Fixed proportion

Eceperum de quatus solum vitatem rehenihit dolut et eatur.

• Nem facerunt a dolorib usanisti odisqua ecatiscius nus qui rese. • Aximiliquia doloratur moluptatqui ni cori ut im voluptam laboriosae. • Nationsero oditin ea cumquae modionsernat lacesti buscitat volorio nsequi. • Accum quam, officaes volorpore susam sim aperro volorep.

www.wallstreetenglish.com

01 Headline area For the headline, left–aligned Avenir Next Bold is recommended. 02 Information area The area beneath the headline is reserved for Wall Street English product information. Avenir Next Medium is the recommended font, in half the size used for the headline where possible. 03 Contacts area The area at the bottom is reserved for contacts. Avenir Next Bold is the recommended font, in half the size used for the headline where possible. 04 Logo box The logo box proportions must not be changed. 05 Pearson band The proportions of the Pearson band must not be changed.

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115

7.0 Format for advertising

Wall Street English Brand Guidelines

7.1 Advertising format

Landscape 21 X 7.5 cm.

Halfâ&#x20AC;&#x201C;page landscape 21 X 14.7 cm.

ÂźX

Max

7.1 Advertising format

Format for advertising 7.0

116

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117

7.0 Format for advertising

Wall Street English Brand Guidelines

7.1 Advertising format

Spread 21 X 29.7 cm.

Full page 42 X 29.7 cm.

1/8 X

7.1 Advertising format

Format for advertising 7.0

118

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119

7.0 Format for advertising

Wall Street English Brand Guidelines

7.1 Advertising format

Outdoor 600 X 300 cm.

Outdoor 100 X 140 cm.

1/4 X

7.1 Advertising format

Format for advertising 7.0

120

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121

7.0 Format for advertising

Wall Street English Brand Guidelines

7.1 Advertising format

Trifold 297 X 210 cm.

Brochure 210 X 297 cm.

122

Centre address insertyoururl.com

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Format for advertising 7.0

123

8.0 Product marketing & communications

Wall Street English Brand Guidelines

Product marketing & communications 8.0

Contents /

8.0 Product marketing & communâ&#x20AC;&#x201D; ications 124

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8.1 Key graphics & icons 8.2 Stationery 8.3 PPT template 8.4 Digital signature 8.5 Tâ&#x20AC;&#x201C;shirts 8.6 Pencil 8.7 Bag 8.8 Sticker 8.9 Cup

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8.0 Product marketing & communications

Wall Street English Brand Guidelines

8.1 Key graphics & icons

The style of the icons, the colours and the names of The Acquisition Cycle, The WSE Journey and The Level Chart have been revised to align them with the look and feel of the Wall Street English brand identity, giving them a greater sense of being “human” and fresh. — These materials can be downloaded from the changingfutures.com microsite. If you have any questions on usage, please contact Natalija Prokopovitsj at natalija.prokopovitsj@wallstreetenglish.com

The Level chart

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Product marketing & communications 8.0

127

8.0 Product marketing & communications

Wall Street English Brand Guidelines

8.1 Key graphics & icons

The WSE Journey

The Acquisition Cycle

Product marketing & communications 8.0

Listen Presentation

Write Application

Repeat Practice

Encounter Application

Confir m Consolidatio n

Skills Practice

Speak Production

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8.0 Product marketing & communications

Wall Street English Brand Guidelines

Product marketing & communications 8.0

8.1 Key graphics & icons

The icons We have developed a number of icons for graphical support and to symbolize visual richness of a conversation. The basic set of icons is outlined here, but as our collection is growing we would encourage you to refer to the internal microsite to find more designs.

The icons

Student

Teacher

Social Club

Student Manual

Listen

Write

Speak

Skills

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8.0 Product marketing & communications

Wall Street English Brand Guidelines

8.1 Key graphics & icons

The icons

Confirm

Encounter

Developing Skills

Repeat

Interactive Lessons

Product marketing & communications 8.0

Complimentary Class

These icons can be used / downloaded independently from the internal microsite, but please make sure they are only used for Wall Street English materials. 132

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133

8.0 Product marketing & communications

Wall Street English Brand Guidelines

Product marketing & communications 8.0

8.2 Stationery

134

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8.0 Product marketing & communications

Wall Street English Brand Guidelines

8.2 Stationery

Standard envelope Format 22 X 11 cm. / 8.6 X 4.3 in. Printed 3 + 3 colours Paper Fedrigoni Splendorgel E.W. 140 gsm.

Standard envelope with window Format 22 X 11 cm. / 8.6 X 4.3 in. Printed 3 + 3 colours Paper Fedrigoni Splendorgel E.W. 140 gsm.

01 Front 02 Back

136

Product marketing & communications 8.0

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8.0 Product marketing & communications

Wall Street English Brand Guidelines

8.2 Stationery

A4 Letterhead Format 21 X 29.7 cm. Printed 3 + 3 colours Paper Fedrigoni Splendorgel E.W. 115 gsm.

US Letterhead Format 8.5 X 11 in. Printed 3 + 3 colours Paper Fedrigoni Splendorgel E.W. 115 gsm.

01 Front 02 Back

Product marketing & communications 8.0

Wall Steet English / One South Street Suite 1100 â&#x20AC;&#x201D; Baltimore, MD 21202 Tel +00 000 000 0000 / Fax +00 000 000 0000 wallstreetenglish.com

Wall Steet English / One South Street Suite 1100 â&#x20AC;&#x201D; Baltimore, MD 21202 Tel +00 000 000 0000 / Fax +00 000 W 0000 wallstreetenglish.com

Avenir Next Medium / 8 pt

138

Avenir Next Medium / 8 pt

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139

8.0 Product marketing & communications

Wall Street English Brand Guidelines

Product marketing & communications 8.0

8.2 Stationery

Standard business card / QR code business card Format 8 X 5 cm. Printed 3 + 3 colours + Protective coating. Paper Fedrigoni Splendorgel E.W. 340 gsm.

Cd envelope Format 12.5 X 12.5 cm. Printed 3 + 3 colours + Protective coating. Paper Fedrigoni Splendorgel E.W. 340 gsm.

01 Front 02 Back 03 Back with QR code

01 Cd 02 Front 03 Back

Name Surname Position

Avenir Next Bold / 9 pt Avenir Next Medium / 9 pt

Wall Steet English One South Street Suite 1100 Baltimore, MD 21202

WallStreetInstitute.Italia

Avenir Next Medium / 6 pt

@WeLikeEnglish

T +00 000 0000000 F +00 000 0000000 M +00 000 0000000

Avenir Next Medium / 6 pt

n.surname@wse.com wallstreetenglish.com

WeLikeEnglishTV

wallstreetenglish.com

Avenir Next Medium / 8 pt

140

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141

8.0 Product marketing & communications

Wall Street English Brand Guidelines

Product marketing & communications 8.0

8.2 Stationery

Folder with image Format 22 X 31 cm. (closed) + flaps on inside cover. Printed 3 + 4 colours + Protective coating. Paper Fedrigoni Splendorgel E.W. 340 gsm.

Folder with logo Format 22 X 31 cm. (closed) + flaps on inside cover. Printed 3 + 3 colours + Protective coating. Paper Fedrigoni Splendorgel E.W. 340 gsm.

01 Back / Front 02 Inside

01 Back / Front 02 Inside 01

wallstreetenglish.com

Avenir Next Medium / 8 pt

142

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143

8.0 Product marketing & communications

Wall Street English Brand Guidelines

Product marketing & communications 8.0

8.2 Stationery

US Folder with image Format 9 X 12 in. (closed) + flaps on inside cover. Printed 3 + 4 colours + Protective coating. Paper Fedrigoni Splendorgel E.W. 340 gsm.

US Folder logo Format 9 X 12 in. (closed) + flaps on inside cover. Printed 3 + 3 colours + Protective coating. Paper Fedrigoni Splendorgel E.W. 340 gsm.

01 Back / Front 02 Inside

01 Back / Front 02 Inside 01

wallstreetenglish.com

Avenir Next Medium / 8 pt

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8.0 Product marketing & communications

Wall Street English Brand Guidelines

Product marketing & communications 8.0

8.2 Stationery

Big envelope Format 25 X 35 cm. Printed 3 + 3 colours. Paper Fedrigoni Splendorgel E.W. 140 gsm.

Paper range Splendorgel Extra White long grain. Uncoated papers and boards with a velvety surface, FSC certified.

01 Front 02 Back

Packed

Size cm

71 X 100

g/m2

100

115

140

160

190

230

270

300

340

Sheets x packet

250

200

125

100

12.250

9.500

8.200

7.200

6.500

5.250

4.500

4.200

3.600

kg x 1000 sheets

60.4

81.7

99.4

113.6

134.9

163.3

191.7

213

241.4

kg x pallet

739

745.5

775.6

815

817.9

877

857.3

862.6

895

869

10671476

10671472

10671474

10671476

10671478

10671476

Sheets x pallet

Code

Extra White

10671472

10671474

10671476

10671478

Packed

Size cm

Wall Steet English One South Street Suite 1100 Baltimore, MD 21202

45 x 64

g/m2

100

115

230

270

300

340

Sheets x packet

500

250

500

250

125

100

13.500

10.500

24.000

21.000

19.000

10.500

9.000

8.000

7.000

kg x 1000 sheets

47.9

56.3

24.4

28.8

33.1

66.2

77.7

86.4

97.9

kg x pallet

646

591.3

587.5

604.8

629.2

695.5

699.8

691.2

685.4

10671394

10671396

10671404

10671406

10671402

10671408

Sheets x pallet

Tel +00 000 000 0000 Fax +00 000 000 0000

64 x 88

wallstreetenglish.com

Avenir Next Medium / 8 pt Code

Extra White

146

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10671452

10671473

10671392

147

8.0 Product marketing & communications

Wall Street English Brand Guidelines

8.2 Stationery / poster with logo

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8.2 Stationery / poster with "Door"

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8.3 PPT template

8.4 Digital signature

All the Office templates (Word, Excel, PPT) are available from the internal microsite.

Available from the internal microsite.

Product marketing & communications 8.0

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Unditis es nullacero qui nihitis tiisqui derore vollora nihil iducimi nctur. Xerepelicto blatur?Icabo. Ut quis sinum lab idemqui int resti susamet ommolorem que venimin cipsand untorpor reptum aut qui ipis ut voluptus, aut fugitios aut dolorrorem. Nemposam, ut eatectas et assi ipsum quos maximodi omnis alit aborum ipis mincillabo.

Name Surname Position Wall Street English One South Street Suite 1100 Baltimore, MD 21202 T +00 000 0000000 F +00 000 0000000 M +00 000 0000000 Skype skype name n.surname@wse.com insertcountryurl.com wallstreetinstitute.mediaroom.com

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8.5 Female tâ&#x20AC;&#x201C;shirt / Front

Wall Street English Brand Guidelines

Product marketing & communications 8.0

8.5 Female tâ&#x20AC;&#x201C;shirt / Back

This is an example of the logomania application.

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8.5 Male tâ&#x20AC;&#x201C;shirt / Front

Wall Street English Brand Guidelines

Product marketing & communications 8.0

8.5 Male tâ&#x20AC;&#x201C;shirt / Back

This is an example of the logomania application.

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8.6 Pencil

8.7 Bag

This is an example of the logomania application.

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8.8 Sticker

Wall Street English Brand Guidelines

Product marketing & communications 8.0

8.9 Cup This is an example of the logomania application.

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9.0 Wall Street English co—branding and partnerships

Wall Street English Brand Guidelines

Wall Street English co—branding and partnerships 9.0

Contents /

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9.1 9.2 9.3

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Wall Street English in partnerships Pearson co–branding Wall Street English World logo co-branding

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9.1 Wall Street English in partnerships

Wall Street English Brand Guidelines

Wall Street English coâ&#x20AC;&#x201D;branding and partnerships 9.0

9.1 Wall Street English in partnerships / Correct use

When we are sponsoring or collaborating with a partner, please consider the following guidelines: when using our logo on the creative material of the partner, and with the background colour other than our brand colours, please make sure to use the monochromatic version of the logo and insure that there is no color change or other illustrations in the background. Always ensure that all logos appear equal in stature. Never place the partner logo closer than the minimum exclusion zone to the Wall Street English logo.

Logo WSE + Partner logo on WHITE background

Use of our logo and brand image in partnerships needs to be always approved by the international marketing team, please write to natalija.prokopovitsj@ wallstreetenglish.com.

Partner Logo

If the logos are on a WHITE background, we advise using the positive colour version of the Master Logo.

Logo WSE + Partner logo on WSE BLUE background

Partner Logo

If the logos are on a WSE BLUE background, we advise using the negative colour version of the Master Logo.

Logo WSE + Partner logo on other colour background

Partner Logo

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If the logos are on a background in a colour that departs chromatically from the Wall Street English palette, we advise using the monochrome version of the Master Logo. Use the positive monochrome version of the Master Logo if the background is light in colour or the negative version if it is dark.

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9.1 Wall Street English in partnerships / Misuse

Do not allow the partner logos to enter the Wall Street English logo exclusion zone.

Partner Logo

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9.1 Wall Street English in partnerships / Misuse

Partner Logo

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The Wall Street English logo should always sit to the left of the partner logo(s).

Partner Logo

Do not include more than one partner logo inside the special box. If there are several partner logos, add more boxes.

Partner Logo

On a background colour that departs chromatically from the Wall Street English palette, do not use the colour version of the Wall Street English logo.

Keep the partner logos the same size as the Wall Street English logo.

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Wall Street English co—branding and partnerships 9.0

9.2 Pearson co–branding

Many Wall Street English materials require the incorporation of Pearson branding elements. These include the Pearson band in the WSE Blue containing the Pearson logo and ‘Always Learning’ endline. All use of the Pearson brand must be pre–approved by Natalija Prokopovitsj natalija.prokopovitsj@wallstreetenglish.com

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9.3 Wall Street English co-branding

Wall Street English Brand Guidelines

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9.3 Wall Street English co-branding / Correct use

When we use the Master logo in partnership with Wall Street English World logo, please consider the following guidelines.

Logo WSE + WSE World logo on WHITE background If the logos are on a WHITE background, we advise using the positive colour version of the Master logo and World logo.

Logo WSE + WSE World logo on WSE BLUE background If the logo are on a WSE BLUE background, we advise using the negative colour version of the Master logo and World logo.

Logo WSE + WSE World logo on the other colour background If the logos are on a background in a colour that departs chromatically from the Wall Street English palette, we advise using the monochrome versione of the Master logo and World logo. Use the positive monochrome version of the Master logo and World logo if the background is light in colour or the negative version if it is dark.

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10.1 Wall Street English World logo 10.2 Wall Street English World logo / Positive and negative 10.3 Wall Street English World logo / Monochrome 10.4 Wall Street English World logo / B&W 10.5 Proportion & exclusion zones 10.6 Logo misuse 10.7 Wall Street English World logo icon 10.8 Proportion & exclusion zones

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Wall Street English World logo 10.0

10.1 Wall Street English World logo

This logo embodies the idea of global learning in a single mark, consistently with brand guidelines. The “WSE World” logo has a calligraphic part and a typographic part, a decision that makes it possible to remain aligned with the brand identity and the icon with the world which is concurrently a conversation balloon, representing an effective synthesis of the platform’s purpose. The colour palette has been reduced in this case and includes only the blue and light blue in the Wall Street English identity.

This is the official Wall Street English World logo. It appears on a WHITE background in the positive versione and on a WSE BLUE background in the negative version. This is the standard and prefered logo to be used. Only in specific cases is it possible to use the Monochrome logo (please see page xx for more details) or the B&W logo (please see page xx for more details).

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10.2 Wall Street English World logo / Positive

10.2 Wall Street English World logo / Negative

You are advised to always use the positive version of the Wall Street English World logo on a WHITE background in order to leave the contrast between the marks unchanged.

You are advised always to use the negative version of the Wall Street English World logo on a WSE BLUE background in order to leave the contrast between the marks unchanged.

Only in exceptional cases, and only with pre-approval from the WSE International Marketing Team, the logo can be positioned on a differently coloured background.

02 02

01 World map & “WSE” WSE BLUE

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02 Balloon & “WORLD" WSE CYAN

01 World map WSE BLUE

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02 Balloon , “WSE” & outline WSE CYAN

03 "WORLD" WHITE

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10.3 Wall Street English World logo / Monochrome

Wall Street English Brand Guidelines

Wall Street English World logo 10.0

10.3 Wall Street English World logo / Monochrome / Colour suggestions

This is an outline version of the World logo. As this version has only one colour, it is suitable for use with the entire Wall Street English colour palette and also in exceptional cases when the background does not use one of our range colours. You are advised to use the WSE BLUE bubble, world map and outline when the background colour is light and the WHITE bubble, world map and outline when the background colour is dark. In some cases the background colour may permit either the WSE BLUE or the WHITE outline, as shown on the next page.

WSE RED

WSE CYAN

WSE LIGHT BLUE

WSE PEACH 01 “WSE”, Balloon, and outline WHITE

02 world map TRANSPARENT

WSE SKIN

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10.4 Wall Street English World logo / B&W

Wall Street English Brand Guidelines

Wall Street English World logo 10.0

10.4 Wall Street English World logo / B&W

This is a black and white version of the World logo in which the colours have been converted into grey scale, with WSE BLUE becoming 100% black and WSE CYAN 50% black. This version has been created for fax sheets and black & white print-outs.

The B&W Wall Street English World logo can only be used for facsimiles and B&W printers.

03 02

01 Outline, world map, "WSE" 100% BLACK

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02 "WORLD" gap 50% BLACK

03 "Balloon" WHITE

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10.5 Proportion & exclusion zones /Wall Street English World logo

Wall Street English Brand Guidelines

Wall Street English World logo 10.0

10.5 Proportion & exclusion zones /Wall Street English World logo Exclusione zone To ensure that the Wall Street English World logo is always clear and unobstructed, it is important to provide an area of clear space around it. The minimum exclusion zone is shown here. The exclusion zone cannot be reduced but can be increased. No other object should appear within the exclusion zone at any time. This will maintain consistency across communications as well as preventing any cropping errors when items are printed.

Wall Street English World logo

1/2 X

2/3 X

1/2 X

2/3 X

1/2 X

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2/3 X

1/2 X

The logo has been designed to present a clear relationship between all elements. The reference measurement, X, is the width of the "World". The lettering and exclusion zone are base on X. It is important to keep these proportions correct because they give a sense of consistency to the logo as a whole. It is absolutely prohibited to modify the proportions of the logo.

1/2 X

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10.6 Logo minimum sizes

Wall Street English World logo 10.0

Wall Street English Brand Guidelines

10.6 Logo minimum sizes

The Wall Street English World logo should always be legible and must never lose its shape when reduced to a small size.

Print based The Wall Street English World logo should always be legible and must never lose its shape when reduced to a smaller size. In print, the logo can be used with a minimum width of 18 mm.

Screen based For use on websites and screen-based reproduction, the Wall Street English World logo should not be smaller than 80 pixels wide. For minimum size of the digital logo please refer to the internal digital guidelines.

Print based

18 mm

Master logo Prints no smaller than 18 mm

Screen based

80 px

Master logo Reproduces down to 80 pixels

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Wall Street English World logo 10.0

10.7 Wall Street English World logo icon

For the Wall Street English World mobile application logo, we’ve used the most recognisable and direct icon to express the platform’s goal: to connect the world through English. We’ve therefore chosen an image of the earth with colours and a graphical style that are aligned with the Wall Street English identity. This essential image doesn’t need any other explanations to convey its content and its association with the brand is immediate.

This is the Wall Street English World logo icon. It appears always on a WHITE background. This is the standard and prefered logo icon to be used.

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Wall Street English Brand Guidelines

10.8 Proportion & exclusion zones /Wall Street English World logo

Wall Street English Brand Guidelines

Wall Street English World logo 10.0

10.8 Proportion & exclusion zones /Wall Street English World logo Exclusion zone To ensure that the Wall Street English World logo is always clear and unobstructed, it is important to provide an area of clear space around it. The minimum exclusion zone is shown here. The exclusion zone cannot be reduced but can be increased. No other object should appear within the exclusion zone at any time. This will maintain consistency across communications as well as preventing any cropping errors when items are printed.

Wall Street English World logo

1/2 X

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Wall Street English Brand Guidelines

Wall Street English World logo Brand identity 11.0

Contents / 11.1 Logomania

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Wall Street English World logo Brand identity 11.0

11.1 Logomania

Positive version The Wall Street English logomania is an element that forms part of the brand identity and is used for promotional materials, giveâ&#x20AC;&#x201C;aways, events and other brand communications. It has a modular quadratic structure with Wall Street English World and can be used on all types of surfaces. The monochrome versions are recommended to be used on transparent surfaces.

Negative version The negative version should be used when the background is WSE BLUE.

Positive colour version

Negative colour version

Positive monochrome version

Negative monochrome version

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12.0 Wall Street English World logo Format for advertising

Wall Street English Brand Guidelines

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12.1 Advertising format

The World is your classroom.

1/4 X

Outdoor 100 X 140 cm.

www.wseworld.com

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Wall Street English Brand Guidelines ÂŠ 2014 by Wall Street Institute KFT, Luxembourg Branch (for all countries except China) ÂŠ 2014 by Gamma Master China Limited (for China) All rights reserved; no part of this manual may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the permission of the rights holder. This material is the intellectual property of Wall Street Institute KFT, Luxembourg Branch and Gamma Master China Limited. This manual is provided solely as a management tool and resource and is to be used exclusively for Wall Street Institute and Wall Street English centers. This manual contains confidential information proprietary to Wall Street Institute KFT and Gamma Master China Limited. Wall Street Institute/Wall Street English policies & procedures may be reviewed and changed from time to time without prior notice. This manual may only be translated into other languages with the prior written consent of the copyright owners. Any translation shall require the exclusive assignment of all the rights on the translation to Wall Street Institute KFT Luxembourg Branch (for all countries except China) and Gamma Master China Limited (for China) or their designees. Trademark Registration and Registered Trademark Symbol. All territories should use the new brand and the registration symbol in compliance with applicable local laws. The new Wall Street English brand is currently in the registration process. All territories will be notified when the registration process has been completed in that territory. Prior to that notification WSI International cannot guarantee that registration may not be challenged or disputed until the full registration process has been completed and territories will use the trademark at their own risk. Territories should check and follow the applicable regulations for the use of the registered trademark symbol. Please contact Natalija Prokopovitsj at natalija.prokopovitsj@wallstreetenglish.com for any questions regarding this. 200 PR-06-D1-V5

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