The Brand Book
AIESEC MAURITIUS
Welcome Hello Everyone, If you are reading this, you made the first step in understanding the visual aspect of AIESEC - The WHY behind certain shapes with certain colors. Communication and Marketing are very important in AIESEC because they project what the organization is doing and makes it reach the right customers while helping them at each and every steps of their journey.
The Brand Book is here to give a direction to AIESEC Mauritius and teach the members. Throughout the book, you will understand the why we use some colors and the new design concepts and rules related to the creation of communication materials in AIESEC.
Have a happy reading. Bholanauth Jason MCVP Communication & Marketing AIESEC Mauritius 14|15
What is Branding? Our brand is the idea or image of AIESEC that consumers connect with. It projects what we are and what we want to be and defines what people think and feel about us. Branding consists of anything representing our organization, including the name, logo, slogan or design - Our visual Identity. Branding does not stop to the visual identity of the organization only, but it also relates to how AIESECers behave and project the values of the organization.
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Branding helps us to: Strengthen our identity Tell people what our organisation is Create recognition and loyalty with our stakeholders Differentiate ourselves from competition Consolidate our reputation Provide motivation and direction to our members
Create clarity and consistency in our messages Represent our standards and values Connect emotionally with our members and external stakeholders
AIESEC Branding? VISUAL Elements
These shapes never substitute de AIESEC logo
All the COLORS
you CAN USE
AIESEC LOGO Pantone Web (hex)
Blue 286C #003399
RGB
0/51/153
CMYK
100/91/6/1
HSB Lab
220/100/60 25/21/-61
All materials should include the AIESEC logo in one form or another. Logos cannot be altered in any way.
with opacity or solid color AIESEC SIGNATURES Helvetica Oblique (Required)
An initiative by
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AIESEC BRAND RULES AIESEC in Written Formats The word AIESEC should be written in capitals, wherever possible. Our impact: Our international platform enables young people to explore and develop their leadership potential for them to have a positive impact in society. AIESEC Descriptor: The global youth network impacting the world through leadership development experiences
LOGO RULES - Always preserve the logo’s proportion
- Use the logo only in horizontal or vertical form - The logo should always be distinctly identifiable and should not be altered in any way. - Logos without backgrounds are allowed. - The “AIESEC” letters on the logo should always have solid color that is aligned with the logo color combination
AIESEC BRAND RULES Clear space To protect the strength and integrity of the logo, a clear space, free of any other visual elements, should be maintained. This includes additions of entity (country, territory, local) names, changing background colors, or adding a shadow. The only exception is with the global descriptor. In the example below, the unit of measurement for clear space equals the height of the people. The clear space on the right side is 1 unit. The clear space on the left, bottom, and top is 0.5 units.
Logo placement and Size The placement for the logo is to bleed off the left or bottom side of the page and cover 80 percent of the page. The logo should be placed prominently on any materials and should not be placed as a background, within text, or underneath text or images. On A4 pages – both portrait and landscape – the height of the logo should be at least 8 millimeters. We recommend 1.5 units from the logo to the upper or lower edge of the page (see illustration). For other page sizes, follow the 80% recommendation and use the downloadable vector format to resize at optimal proportions and without quality loss. The use of the descriptor under the logo is optional however when you decide to it please adhere to the space guidelines.
HOW CAN I MAKE BRAND ALLIGNED ADVERTISING?
STEP 1
STEP 2
STEP 3
RECOMMENDATIONS
RECOMMENDATIONS
RECOMMENDATIONS
1.1 CHOOSE YOUR LANGUAGE The language that you choose needs to be the official one for the entire program in your country.
2.1 SELECT YOUR INFO Think about which info you want to deliver. What do your customer needs to know?
3.1 DESIGN YOUR BANNERS
1.2 SELECT YOUR GLOBAL ISSUES Depending on your focus issues select the icons that you want to use
2.2 SELECT YOUR TYPOS Try to combine different typos with the official one. Select one that can reflect the essence of the program.
1.3
2.3 CHOOSE YOUR IMAGES
DECIDE YOUR MAIN CHANNELS This will help you to make a better promotional material. Remember that the importance of advertising is that it needs to fits with all your communication channels.
Select all the images that are going to represent your program. All of them need to be the same in all your channels
Try to make something that can fit with the AIESEC brand and can support all the info that you want to give 3.3 PIN YOUR ADD WITH THE AIESEC BRAND AND MAKE YOUR GUIDELINES Select the shapes that fit better with your banners and pictures. Established your guidelines so that will be easier to make different applications. 3.4. MAKE YOUR CAMPAIGN VERSIONS!
Global Citizen and Global Talent The OGX programs, GIP (Global Internship Program) and GCDP (Global Cultural Development Program) has been rebranded as Global Talent and Global Citizen by AIESEC International. AIESEC Mauritius will no longer be using the terms GIP and GCDP as we have adopted the international brand. To provide a better understanding of our exchange programs to potential EPs, we are promoting subproducts under each of the two brands.
GLOBAL CITIZEN & Global Talent logos The typeface for Global Citizen and Global Talent cannot be altered in any way. Usage of icons are optional.
OFFICIAL ICONS Offical icons may be used in any opacity or colour.
Global Citizen Icons The sub-product logos cannot be altered in any way. All logos must be accompanied by sub-product name.
Global Talent Icons The sub-product logos cannot be altered in any way. All logos must be accompanied by sub-product name.
Typography TYPEFACE The typeface used for all Global Citizen and Global Talent material is called Novecento Wide. Select the typeface that best fits with your promotional materials. It is recommended to use two different weights to enhance text and visual appearence. One other typeface may also be used concurrently.
Elements REGULAR AND IRREGULAR BANNERS Be creative and create your own regular and irregular banners. Any colour or opacity may be used.
DASHED LINES Use lines in any direction to compliment the shapes in your design. Here are some examples:
Resources Global Citizen and Global Talent Logos and Sub-Products: http://www.myaiesec.net/content/viewfile.do?contentid=10277681 AIESEC Brand Refresh Shapes: http://www.myaiesec.net/content/viewfile.do?contentid=10255523 Novecento Wide Font: http://www.myaiesec.net/content/viewfile.do?contentid=10235157 Helvetica Neue Font: http://www.myaiesec.net/content/viewfile.do?contentid=10278043 AIESEC Short Logo: http://www.myaiesec.net/content/viewfile.do?contentid=10077263 AIESEC Short Logo (No Background): http://www.myaiesec.net/content/viewfile.do?contentid=10198701 AIESEC Long Logo: http://www.myaiesec.net/content/viewfile.do?contentid=10078714 AIESEC Long Logo (Descriptor): http://www.myaiesec.net/content/viewfile.do?contentid=10077247 Global Visual Branding Guideline (AIESEC International): http://www.myaiesec.net/content/viewwiki.do?contentid=10067369 Brand Refresh Guideline (AIESEC International): http://www.myaiesec.net/content/viewfile.do?contentid=10250773 Youth to Business Branding Guideline (AIESEC International): http://www.myaiesec.net/content/viewfile.do?contentid=10283959
AIESEC International Flickr: http://www.flickr.com/photos/aiesecinternational/ AIESEC Global Gallery Flickr: http://www.flickr.com/groups/aiesecglobalgallery/
E-MAIL: jason.bholanauth@aiesec.net MCVP Marketing & Communication AIESEC Mauritius | 14-15 With the contribution of Rick Motur | Helena Lutchmun | Chris Idakwo | Niteekant Tooreea