‘MAKE EDUCATION AND LIFE ONE’
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VOORWOORD
This is the PULSED brandbook. The guidelines of this brand are made clear through this guide. These guidelines have been developed to outline the rules for using the PULSED brand. If you want to use the brand in a way that is not covered by these guidelines, you can always contact us at e.frey@fontys.nl. Thank you for being a part of the brand PULSED.
CONTENT
6 10 12 14 PULSED
GOLDEN CIRCLE
MISSION & VISION
ONLINESS STATEMENT
26 32 40 42 CUSTOMER JOURNEY
LOGO
FONTS
COLORS
16 18 20 22 BRAND PERSONALITY
TARGET AUDIENCE
PERSONA
ARCHETYPE
44 52 54 56 ELEMENTEN
LOOK & FEEL
TONE OF VOICE
CONTACT
PULSED
PULSED is an organization within Fontys. She believes that students can use their own fascination and talent to grow into a “self-directed” professional who our future society needs. PULSED stands for pulsating education. She tries to stimulate students and then let them go to find their own path. She believes that the old way of learning does not work well. It is important that students are given the freedom to pursue their own path within a study so that they can develop their own interests and qualities. The ‘Embrace TEC’ minor therefore gives students many opportunities. During this semester, students are given the space they need to see where their talents lie. Here PULSED distinguishes itself from the competitors. The organization does not focus on a specific discipline, but allows students to find their own way in education with the resources she offers. Technology, entrepreneurship and creativity are key. PULSED currently offers three educational programs; the “Embrace TEC” minor, the “Empower TEC” and a reintegration program for teachers. “Empower TEC” is a program that helps students who have made a wrong study choice to discover and develop their interests, talents and qualities. In addition, PULSED is setting up a “TEC master”. The minor has been around for a number of years now and has not changed much in terms of content. Nevertheless, the minor has grown. This means that there are more options and more professional devices available.
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CREATE YOUR OWN FLOW
GOLDEN CIRCLE
The Golden Circle by Simon Sinek is a simple but powerful model that provides incentive for inspiring leadership. WHY PULSED believes that by deploying your own fascination and talent you will become a self-directed professional that the future needs. HOW Because of the ‘design-based’ learning method, where creating an open homey learning space, giving freedom but not permissiveness and providing resources in the field of technology, entrepreneurship and creativity is key. WHAT PULSED allows both students and teachers to find their own way in education and offers space to discover their own talents by offering different TEC programs.
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AT H W
W HO Y H W
MAKE LIFE AND EDUCATION ONE - MISSION
TO BE ABLE TO EMPOWER YOURSELF AND SOCIETY, IT’S IMPORTANT THAT YOU EXPLORE AND CROSS BOUNDARIES - VISION
ONLINESS STATEMENT WHAT
HOW
WHO
WHERE
WHY
WHEN
A combination of what, how, who, where, why and when to make clear how a brand differs from its competitors. WHAT HOW WHO WHERE WHY WHEN
The only educational provider That offers a self-directed way of learning For everyone who wants to develop his or her TEC-skills In the Brainport region Because boundaries are meant to be crossed In a time where technology continuously develops society
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BRAND PERSONALITY By giving a brand personality traits there arises an image of that brand. This largely determines the appeal of the brand to consumers.
GROW INTO A DIRECTED” PRO 18
“SELFOFESSIONAL 19
TARGET AUDIENCE
FOREIGN STUDENTS The foreign student is a male in the age of 20 till 25. He studies at a Technical University and lives mainly in East-Europe, Asia or SouthAmerica. He is always busy with volunteering and social occasions, besides that he is often active on Instagram and Twitter. His goal is to be different than other students due to learning and exploring.
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NON-TECHNICAL STUDENTS The non-technical student is a woman within the age of 19 till 24 years old. She studies Applied Psychology, Human Resources, International Lifestyle or something creative. She lives in Noord-Brabant and is always busy with music and sport. She is also often active on her Instagram or Facebook. Her goal is distinguish herself, take leadership and she wants to built on her network. 21
PERSONA
This is Laura, a 21 year old female. She is born and raised in Boxtel, Noord-Brabant. But currently living away from home in Tilburg. She is a quirky, flexible, prescient, curious, expressive, busy and playfull person who studies Communication IEMES in Tilburg. Her hobbies are teamsport, socialising, music and Netflix. The socials she uses are Instagram, Snapchat, Youtube and Facebook. She absolutely doesn’t like naysayers. Her goal is to find herself, see where she wants to go. Take control. Take responsibility. Building a network. 22
This is Daniël, he is a 22 year old male He is born in Sofia in Bulgaria. He lives on his own in the same city. He is an adaptable, social, helpful, diligent, admissible, curious, cheerful, mindful and ambitious who studies Smart Tech at the University in Sofia. His hobbies are music, gaming and traveling. The socials he uses are Instagram, Youtube and Twitter. He absolutely hates people with lack of knowledge and means and has a fear of missing out. His goal is to uncover the unknown.
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ARCHETYPE The character of a brand can be described in an archetype. This is something to hold on to when communicating to the consumer. PULSED is defined as the archetype ‘Outlaw’. Words that match this archetype are rebel, rule breaker and freedom. The archetype ‘Outlaw’ goes her own way and sets her own boundaries, because boundaries are meant to be crossed. The goal is to destroy what is not working. The ‘Outlaw’ pushes boundaries to bring social change, a fresh perspective or a reawakening. This archetype breaks with conventions and tries to run the market upside down. PULSED wants to distinguish itself from other minors and the normal way of teaching. Fontys is the umbrella, but besides that PULSED goes her own way. PULSED wants to continue to implement the design-based learning as their way of teaching and believes that this the best way of education. PULSED dares to go against the system in order to do things differently, because boundaries are meant to be crossed.
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BOUNDARIES A MEANT TO BE C
ARE CROSSED
CUSTOMER JOURNEY INTERNATIONAL STUDENTS
A Customer Journey shows how a customer interacts with and a organization during the buying and customer trajectory. A customer journey map provides insight into where there are opportunities for improving the customer experience.
CUSTOMER JOURNEY PULSED FASE
ACTIVITIES
TOUCHPOINTS
Reason & trigger
ORIËNTATION
CONSIDER
AWARENESS
CONSIDERATION
Online oriëntating
In conversation with
Short list
Further online search
Speak with experiential experts
City & university
FONTYS WEBSITE
MOUTH-TO-MOUTH
MOUTH-TO-MOUTH
PULSED WEBSITE
MINORMARKET
COACH AT SCHOOL INFORMATION
STUDY PROGRAM, LANGUAGE, WAY OF EXAMS & LOCATION
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CITY & UNIVERSITY
Open day or webinar
Apply on short lis
D - INTERNATIONAL STUDENTS
n st
APPLY
ORGANIZE
FIRST PERIOD
PURCHASE
SERVICE
LOYALTY
Complete registration
Message admission
Decide
Reading in information
Search for a place
Travel & arrival in the Netherlands
KIES OP MAAT
FONTYS WEBSITE
First practical matters
Introduction days
Start study
Get used to the culture
MOUTH-TO-MOUTH INSTAGRAM
TWITTER LINKEDIN
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First time going home
CUSTOMER JOURNEY
NON-TECHNICAL STUDENTS
CUSTOMER JOURNEY PULSED FASE
ACTIVITIES
TOUCHPOINTS
Reason & trigger
ORIËNTATION
CONSIDER
AWARENESS
CONSIDERATION
Online oriëntating
In conversation with
Short list
Further online search
Speak with experiential experts
City & university
FONTYS WEBSITE
COACH AT SCHOOL
KIES OP MAAT
PULSED WEBSITE
MINORMARKET
MOUTH-TO-MOUTH
COACH AT SCHOOL MOUTH-TO-MOUTH INFORMATION
STUDY PROGRAM, WAY OF EXAMS, LOCATION, ECTS & ADMISSION REQUIREMENTS
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UNIVERSITY
Open day or webinar
Apply on short lis
D - NON-TECHNICAL STUDENTS
n st
APPLY
ORGANIZE
FIRST PERIOD
PURCHASE
SERVICE
LOYALTY
Complete registration
Message admission
KIES OP MAAT
Decide
Reading in information
Search for a place
Travel & arrival in the Netherlands
FONTYS WEBSITE
First practical matters
Introduction days
Start study
Get used to the culture
MOUTH-TO-MOUTH INSTAGRAM
CITY
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First time going home
WE ARE DIFFERENT
LOGO
EXPLANATION
The logo originated from the previous logo. Based on the design-based working method, w included a piece of the previous logo in the rebranding of PULSED. You arrive at the bottom left as an individual. The circle (cycle) represents the PULSED circle, community and programs in which the student is located. That is where our "magic happens", so that they eventually leave the program as a self-directed professional. The line that runs alongside represents the sidetrack(s) that students can take, because every individual is unique.
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LOGO
VARIATIONS ORIGINAL
MINOR VARIATIONS
ORIGINAL
MINOR VARIATIONS
LOGO USAGE
BASIC RULES APPLY PULSED LOGOS The logo should be published in good quality on the Internet, so it can be used by others in the right proportions and the right design.
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The PULSED logo combines the double ‘P’ signs (1) and the slash (2). These are combined according to fixed proportions and must always be used like that. It is not allowed to change the positions relative to one another.
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MINIMUM SPACE The minimum space around the logo is 5mm. Within this space there must be no graphics, texts, other logos, etc. It is allowed to place photos / images behind the logo. The premise is that the position in the image / picture of the logo is neutral and light serving distinct recognition and readability. By placing the logo, the preference for placement in a neutral position in image / photo.
5MM
There is only one exception. If the logo is used as background, the logo may ‘fall off the page’. In that case the logo must have a maximum opacity of 30%. MINOR VARIATIONS There are three choices for using the logo with a word mark. The logo can be used with te following words: ‘PULSED’ ‘EMPOWER’ and ‘EMBRACETEC’. PULSED will be used for all general expressions ‘EMPOWER’ for the minor and ‘EMBRACETEC’ for the program of dropouts. The trademarks are always the same color as the logo. All the basic rules are applied to all logos.
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5MM
BACKGROUND When placing the logo is preferred to placement in a neutral position in image / photo. BASIC RULES • Logo PULSED always in blue or white • Logo Fontys always purple or white • Logo should not be drawn out of proportion • Logo must not be cropped • Not reduce text • Do not add graphics WITH FONTYS PULSED and Fontys logos are combined for socials and collaborations with Fontys. The logo of Fontys exists, as the logo of PULSED, of one color. The basic rules apply to these logos aswell. Alongside examples of how the logo may not be used.
PULSED
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EXPLORE YOUR SOUND 40
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FONTS USAGE
OPEN SANS EXTRABOLD - abcdefghijkmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 COOPER HEWITT LIGHT - abcdefghijkmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 BOOK - abcdefghijkmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 BOOK ITALIC - abcdefghijkmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 MEDIUM - abcdefghijkmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 BOLD - abcdefghijkmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 The typography consists of two different fonts: Open Sans and Cooper Hewitt. The headlines and the typography “PULSED” in the logo are placed in Open Sans Extrabold and are always shown in CAPITALS. They are only used as eye-catchers and consist of a minimum of two and a maximum of four words. Titles are always displayed in Cooper Hewitt Bold and shown in CAPITALS. The titles can be as large as the headlines. Subtitles are always displayed in Cooper Hewitt Medium and also shown in CAPITALS. For printed productions, the subtitles must always be at least 5 pt smaller than titles. First paragraphs, plain text headlines, plain texts and stories are not in capitals. Plain text headlines are displayed in Cooper Hewitt Book, plain texts in Cooper Hewitt Light and stories in Cooper Hewitt Book Italic. The first paragraphs and plain text headings must always be the same pt. The range spacing is 0.
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COOPER HEWITT BOLD Cooper Hewitt Light
COOPER HEWITT BOOK
OPEN SANS EXTRABOLD
WEBSITE 43
COOPER HEWITT BOLD Cooper Hewitt Light
SOCIALS 44
OPEN SANS EXTRABOLD
Cooper Hewitt Light
COOPER HEWITT BOLD 45
COLOR USAGE PRIMARY COLOR
#61a8bd
C63 M18 Y22 K2
R97 G168 B189
#ededed
C8 M6 Y7 K0
R237 G237 B237
#bbbbbb
C30 M22 Y23 K3
R187 G187 B187
#1d1d1d
C75 M66 Y60 K81
R29 G29 B29
#663366
C67 M89 Y28 K18
R102 G50 B101
#e6007e
C0 M100 Y0 K0
R230 G0 B126
SECONDARY COLOR IN DESIGN
SECONDARY COLOR IN DESIGN
BODY TEXT COLOR IN DESIGN
FONTYS PRIMARY COLOR
FONTYS SECONDAIRY COLOR
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47 WHITE TEXT ON FONTYS SECONDAIRY COLOR BLACK TEXT ON FONTYS SECONDAIRY COLOR
WHITE TEXT ON FONTYS PRIMAIRY COLOR
DO NOT USE BLACK AS GRAPHIC ELEMENT ASIDE FROM TEXT COLOR
BLACK TEXT ON SECONDAIRY COLOR WHITE TEKST ONLY ON THIS SECONDAIRY COLOR
BLACK TEXT ON SECONDAIRY COLOR PRIMAIRY COLOR ONLY ON THIS SECONDAIRY COLOR
BLACK TEXT ON PRIMAIRY COLOR WHITE TEXT ON PRIMAIRY COLOR
ELEMENTS EXAMPLES
TITLE + EXAMPLES When using a crowded picture use colored elements. This enhances the readibility of your text.
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ELEMENTS EXAMPLES TITLE + EXAMPLES Secondairy color elements to contrast on either pictures or white space. Dividing columns/rows.
TITLE
TITLE
+ EXAMPLES
+ EXAMPLES
You can use a part of the picture for a text placement. So that people won’t miss the text.
You do not have to stick to the rectangular shapes. This rounded shape can be used as a more playful variation
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ELEMENTS EXAMPLES
Texts may appear on a picture with a color box. There is a choice of four types of color boxes. The distance between the color box and the text frame will be at least the height of the first letter (X).
85% opacity, no outline. Thin strokes left to the text are used to kind of highlight the text or just give it a little more life than just plain text.
100% opacity, no outline. This color box can also be used on colored elements to add an extra highlight.
100% opacity, no outline. This color box can also be used on colored elements to add an extra highlight.
85% opacity, no outline. This color box can also be used on colored elements to add an extra highlight.
100% helderheid, no outline. This color box can also be used on colored elements to add an extra highlight.
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PULSED’s educational programs lets you play with a variety of instruments, you get to discover different sounds and new stages to play on. Inspirational teachers will challenge you to explore your own sound.
PULSED’s educational programs lets you play with a variety of instruments, you get to discover different sounds and new stages to play on. Inspirational teachers will challenge you to explore your own sound.
PULSED’s educational programs lets you play with a variety of instruments, you get to discover different sounds and new stages to play on. Inspirational teachers will challenge you to explore your own sound.
PULSED’s educational programs lets you play with a variety of instruments, you get to discover different sounds and new stages to play on. Inspirational teachers will challenge you to explore your own sound.
PULSED’s educational programs lets you play with a variety of instruments, you get to discover different sounds and new stages to play on. Inspirational teachers will challenge you to explore your own sound.
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GREAT IDEAS ST YOUR OWN FAS 52
TART WITH SCINATION 53
LOOK & FEEL There are a number of factors that should be taken into account when using images, such as photos and videos. Below the rules that apply to the communication between PULSED and the target group.
Don’t use stock footage. Use in-house footage when available.
Use brown colours to create the relaxed and warm feeling of PULSED.
Don’t overuse pictures of students working.
Use atmosphere pictures to create the ‘living room’ sense.
Use the bright colour ‘PULSED blue’ to re-create the bustling character of PULSED.
Have a balance between minimalistic and busy footage.
The pictures need to show the social aspect of PULSED.
People in the footage need to have given their consent.
Use spontaneous footage.
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TONE OF VOICE The tone of voice is the style in which a company or brand communicates with the target group. So it is literally the voice of the organization. Below the rules that apply to the communication between PULSED and the target group.
Ensure that all communication happens in English.
Mention Technology, Entrepreneurship & Creativity.
Use big clear images/videos to support the text.
Make use of humor, but do not be rude.
Communicate casual and to the point.
Make use of the current projects of students.
Avoid difficult technical words.
Be empowering and uplifting.
Be enthusiastic about what you write!
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The tone of voice is the style in which PULSED communicates with her (possible) students. So it is quite literally the voice of the organisation. There are three ways to formulate a message to the audience: formal, casual or somewhere in between. Below are examples that show the difference. In the case of PULSED the casual way applies. Formal At PULSED we teach how to best combine tech with our students interests. The most of our classes are given in the ‘living room’. This is also the place where our students do most of their work. Here they get to work on their own projects. By doing this they get to learn from their mistakes but also how to celebrate a finished product. Somewhere in between At PULSED we teach you how to best combine tech with your interests. The most of our classes are given in the ‘living room’. This is also the place where you will do most of your work and where you can go have a break. At PULSED you work on your own projects. By doing this you get to learn from your mistakes but also how to celebrate a finished product.
Casual Here at PULSED you get to learn how to combine tech with whatever your interests are. The classes are given in the ‘living room’. This is also where you will work and take your well deserved break. Here you will learn by working on your own projects. This way you learn by your mistakes and get to enjoy the pride of an awesome end result.
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CONTACT SOCIALS
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CONTACT TELEFOON +316 83 98 06 75 EMAIL j.goedhals@fontys.nl ADRES De Lismortel 25 5612 AR Eindhoven WEBSITE www. fontyspulsed.com
JOIN US ON SOCIAL MEDIA
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‘MAKE EDUCATION AND LIFE ONE’ De Lismortel 25, 5612 AR, Eindhoven | +316 83 98 06 75 60