01
03
THE EVOLUTION OF LEARNING
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08
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LEARN BY
COMMUNICATING WITH WORDS THAT RESONATE.
1
2
LEARN BY
LISTENING TO SOUNDS THAT INSPIRE YOU.
LEARN BY
VISUALIZING THE IMAGERY THAT SURROUNDS US.
3
4
LEARN BY
PROBLEM SOLVING WITH MODERN TOOLS AND LOGIC.
5
LEARN BY
EXPERIENCING THE WORLD FIRSTHAND.
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IN THE BEGINNING
LEARN IN ALL THESE WAYS THROUGH
BRITANNICA 1.
IN THE BEGINNING HISTORY, CHRONOLOGY, DOWNFALL
2.
THE EVOLUTION WHERE OUR BRAND IS GOING
3.
OUR CLASSROOM OUR STUDENTS
4.
OUR NEW IDENTITY ANATOMY, CONSTRUCTION & SIZING, WHITE SPACE, LOGO USAGE
5.
BRAND SYSTEMS COLOR, PHOTOGRAPHY, TYPOGRAPHY
6.
THE STYLES OF LEARNING BRITANNICA'S LEARNING STYLE MODEL
7.
LEARNING TOOLS LIFELONG LEARNING, BRITANNICA UNIVERSITY, BRITANNICA YOUTH,
026
068
100
THE BRAND SYSTEM
LEARNING EXTENSIONS
086
046
LEARNING STYLES
OUR NEW IDENTITY
038
OUR CLASSROOM
THE EVOLUTION
01
IN THE BEGINNING
BRITANNICA THEN CHRONOLOGY THE DOWNFALL
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IN THE BEGINNING
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ENCYLOPÆDIA BRITANNICA WAS FIRST PUBLISHED DURING THE ENLIGHTENMENT, WHEN EDUCATED MEN AND WOMEN WERE STRIVING TO UNDERSTAND THE WORLD FROM A REASONED RATHER THAN IDEOLOGICAL POINT OF VIEW.
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BRITANNICA THEN The Britannica brand was built through a scientific process by consulting experts in wide-ranging academic fields to provide and fact check content, forming our reputation as a trusted provider of accurate information.
For two and a half centuries, the Encyclopaedia Britannica was considered to be, in the public eye, the reigning resource for scholarly research. The publication was born in 18th century Edinburgh amid the intellectual ferment known as the Scottish Enlightenment. It was there that Adam Smith prepared The Wealth of Nations, Sir Walter Scott wrote novels, Robert Burns poetry, David Hume and Adam Ferguson philosophy, and James Boswell grew to manhood and attended the university. According to one chronicler of Britannica history, Edinburgh in the mid-1700s was "a city on the verge of a golden age, a center of learning and a home of writers, thinkers, and philosophers, wags, wits, and teachers." It was against this setting that Colin Macfarquhar, a printer, and Andrew Bell, an engraver, decided to create an encyclopedia that would serve the new era of scholarship and enlightenment. They formed a "Society of Gentlemen" to publish their new reference work. It would be arranged alphabetically, "compiled upon a new plan in which the different Sciences and Arts are digested into distinct Treatises or Systems," and its chief virtue was to be, in the editor’s word, "utility."
Encouraged by the success of the first edition, the publishers issued the second edition in 10 volumes. The third edition was the first to include articles by outside contributors, comprised 18 volumes; the fourth boasted 20. The ninth edition, published in 1875-89, is often remembered as the "scholar's edition." It embodied as no other publication of the day the transformation of scholarship wrought by scientific discovery and new critical methods. By the time the fourteenth edition appeared in 1929, the principal operations had moved to the United States. Whereas previously the editorial staff would be disbanded after the completion of an edition, the company now maintained a permanent editorial department whose job was to keep pace with the rapid growth of knowledge. In 1943 William Benton, a founder of an advertising agency and later a U.S. senator, became Chairman of the Board and publisher. Under his leadership, Britannica extended its publishing activities abroad. By the 1990s, EncyclopĂŚdia Britannica, Inc. had produced or was at work on encyclopedias and other educational materials in Japan, Korea, China, Taiwan, Italy, France, Spain, Latin America, Turkey, Hungary, Poland, and elsewhere.
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IN THE BEGINNING
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1785 After the success of its first edition, Britannica publishes a 2nd edition.
1798 The first American encyclopedia, Dobson’s, is in Philadelphia.
CHRONOLOGY
1823
EARLY YEARS
The 6 edition is published with attention to modern typography. th
1842 The renowned 7 edition is published. th
1863 Britannica is sold to Horace Everett Hopper, an American business man.
BRITANNICA IN SCOTLAND
1901 Britannica is sold to Horace Everett Hopper, an American business man.
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Britannica ceases printing its encyclopedias.
THE DOWNFALL
THE FUTURE
1999 An online subscription encyclopedia is offered, but sales continue to plummet.
1992 Microsoft asks Britannica to collaborate on a CD-Rom encyclopedia. The offer is declined.
1985 Britannica’s last edition, the 15th edition, is printed as a two-volume set.
AMERICAN OWNERSHIP
1953 Sears Roebuck & Co. transfers Britannica sells ownership to the University of Chicago.
1930 1920
The policy of continuous revision is introduced to keep encyclopedias “timely and salable.”
Most of production is moved to the United States.
IN THE BEGINNING
021
2012
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THE OLD BRAND Our old brand personality is represented by the following Brand Grid, a tool used to describe brand personalities through people, objects and experiences. Match up the letters with the photos to see what Britannica used to be.
A = Architecture B = Person C = Object D = Chair E = Activity
A
E
D
B
C
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IN THE BEGINNING
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IN THE BEGINNING
025
IN 1985, BRITANNICA DECLINED THE OFFER TO PARTNER WITH MICROSOFT, WHO RELEASED ENCARTA, ITS OWN ENCYCLOPEDIA ON CD-ROM IN 1993. THIS CAUSED BRITANNICA'S MARKET SHARE TO DRASTICALLY PLUMMET.
02
THE EVOLUTION
OUR NEW OBJECTIVE BRITANNICA NOW
COMPETITOR ANALYSIS
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KNOWLEDGE IS POWER, INFORMATION IS LIBERATING, AND EDUCATION IS THE PREMISE OF PROGRESS, IN EVERY SOCIETY AND IN EVERY FAMILY. —Kofi Annan, United Nations diplomat
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THE EVOLUTION
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BRITANNICA NOW In a world where questionable data flows rampant, Britannica has a new objective: to make accurate content accessible via engaging learning methods.
With today's endless resources for online information, there are innumerable ways to learn. Many of these resources, however, do not claim anything about the quality of information it delivers. For these resources, the user has to make a judgment about the accuracy of the content. In addition, the past decade has seen an explosion of interest in the active and cooperative learning. Even with this interest, however, there remains much misunderstanding of the meaning behind the words. The majority of all college faculty, for example, still teach their classes in the traditional lecture mode. Some of the criticism and hesitation seems to originate in the idea that techniques of active and cooperative learning are genuine alternatives to, rather than enhancements of, professors' lectures. Britannica now offers a different proposition. We believe accurate information should be delivered inside and outside the classroom.
Our approach to the learning process creates value because we understand and provide what customers need in order to ask questions, research, learn and express themselves. Britannica is now providing learning tools and experiences that inspire the modern education movement. We do this using our learning process—by collaborating with experts, scholars, educators, designers, and user-experience specialists—and combining it with learning products that take advantage of both modern technology and the world around us. We provide a wide variety of active learning techniques which can be used to supplement rather than replace lectures. We are deeply involved with schools, parents, and educators, designing products for the 21st classroom and today’s modern learning environments. We’re a pioneer in digital education, and our new brand is marked by engaging and trustworthy content.
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THE EVOLUTION
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BRITANNICA IS NOW REPOSITIONING ITS BRAND TO PROVIDE TOOLS FOR ALL VEHICLES OF PERCEPTUAL LEARNING. OUR GOALS ARE TO:
DEVELOP YOUNG MINDS
SHAPE THE FUTURE
SUPPORT LIFELONG LEARNING
We understand the variety of ways in which children and young adults learn and how they respond to the discovery of facts, stories and games.
Our comprehensive set of learning tools and experiences encourage students to develop skills and build a foundation of confident learning.
We want our tools to facilitate learning experiences no matter what age you are or where your interests lie.
ENCOURAGE ACTIVE EDUCATION
INSPIRE CURIOSITY
FACILITATE WORLD DISCOVERY
We provide an integrated approach to active and mental learning techniques and styles.
We want to encourage those who are adverse to traditional teaching methods to explore modern education.
We create experiences for our users to allow them to have a better understanding of the world around us.
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THE EVOLUTION
MODERN INTELLIGENT TRUSTWORTHY ENGAGING WE ARE
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Britannica aims to maintain its high standards for reliable content while diversifying its methods for engaging learners. In order to establish what makes the Britannica brand unique, a competitor analysis was conducted to determine what attributes made Britannica successful, as well as where opportunities exist for our new identity to grow into. We evaluated our competitors, ranging from public services and universities, to internet services and scholastic organizations, by placing them in strategic groups. Each of these categories accessed our competitors based on these attributes: reliability, accessibility, affordability and activity. While Britannica has maintained its competitive advantage in reliability, our old service offering lacked accessibility and affordability in comparison to other information providers that are currently in our market. It was also determined that most educational brands emphasize a mental rather than active approach to education, creating growth opportunities for Britannica in active learning.
accessible Internet
Bookstores
Universities
affordable
luxury Newspaper
BRITANNICA
Library
inaccessible
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THE EVOLUTION
RELIABLE Public Schools Universities
THE NEW BRITANNICA
Libraries
Discovery Channel Rosetta Stone Scholastic Corporation
ACTIVE FOCUS
MENTAL FOCUS THE OLD BRITANNICA
Lynda.com
Newspapers
Yahoo
Travel Agencies Google Wikipedia
UNRELIABLE
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THE NEW BRAND The following Brand Grid is a representation of Britannica's new personality. Match up the letters with the images that now represent our new brand's style.
A = Architecture B = Person C = Object D = Chair E = Activity
A
E
D
B
C
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THE EVOLUTION
01 03
OUR CLASSROOM IN THE BEGINNING
OUR STUDENTS HISTORY TIMELINE
BRITANNICA THEN THE DOWNFALL
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OUR CLASSROOM
USING THE LATEST DEVELOPMENTS IN MODERN TECHNOLOGY, BRITANNICA CREATES ENGAGING EDUCATIONAL EXPERIENCES FOR OUR AUDIENCES.
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OUR STUDENTS
A
B
C
SUZANNE, 24
MELINDA, 17
ADAM, 20
STRAIGHT A STUDENT
AMATEUR PHOTOGRAPHER
Melinda is known as the brown-noser in class. She gets upset if she receives a B on a test and is in the habit of correcting her friends’ spelling and grammar mistakes. Often socially awkward in groups, Melinda doesn’t like sports and would rather hang out with her parents then have friends over. She loves read science fiction novels and dreams of going to an Ivy League university.
Adam rides his bike every weekend searching for photo opportunities in San Francisco. He serves coffee at a local cafe, but hasn’t decided if he wants to go to college. Since his parents divorced, he hasn’t been close to his family, but relies on his close group of friends for support. He loves reading National Geographic, the New York Times and regularly practices yoga every week.
YOUNG PROFESSIONAL
Suzanne recently moved to New York City after graduating from college. She’s is paying off her student loans, but hopes to go to Europe next year with her new girlfriends. She loves doing things in the city, such as taking salsa lessons in Brooklyn or seeing a musical on Broadway, and she hopes to settle down within the next five years, get married and have at least two kids.
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OUR CLASSROOM
C
B A
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044
D
E F
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OUR CLASSROOM
D
E
F
PATRICIA, 42
BILL, 35
JAMES, 27
MOM OF FOUR
SMALL BUSINESS OWNER
OUTDOOR ENTHUSIAST
Patricia likes to keep her kids active. She organizes family camping trips every summer and loves to exercise. She wishes she and her husband had traveled more before having children. She lives close to her parents so her kids can grow up with family close by. Hoping to send her children to prestigious universities, she keep a budget and tightly monitors her credit card purchases.
Bill is struggling to keep his design shop open in Detroit. He often reads WIRED to see how he can merge new technology, an interest of his, into his business model. Outside of work, Bill is inspired by the urban farming movement in his city and started his own vegetable garden with his girlfriend. He plans to propose to her in the next year at their favorite music venue in Detroit.
As an avid hiker, backpacker and camper, Neil takes every advantage to go off the grid. He's not much into modern technology, but he loves watching survival shows. As a troublemaker in high school, he struggled to make good grades and never went to college, though sometimes he wishes he had. On the weekends, he teaches kids about the outdoors in his home state of Montana.
0 1 1 2 3 5 8 13 21 34 55 89 144 233 377 610 987 1597 2584 4181 6765 10946 17711 28657 46368 75025 12 1393 196418 317811 514229 832040 1346269 2178309 3524578 5702887 9227465 14930352 24157817 3908816 9 63245986 102334155 165580141 267914296 433494437 701408733 1134903170 1836311903 2971215073 48075 26976 7778742049 12586269025 20365011074 32951280099 53316291173 86267571272 139583862445 22585143 3717 365435296162 591286729879 956722026041 1548008755920 2504730781961 4052739537881 655747031984 2 10610209857723 17167680177565 27777890035288 44945570212853 72723460248141 117669030460994 19039 2490709135 308061521170129 498454011879264 806515533049393 1304969544928650 2111485077978050 3416 454622906700 5527939700884750 8944394323791460 14472334024676200 23416728348467600 37889062373143 900 61305790721611500 99194853094755400 160500643816367000 259695496911122000 420196140727489000 679891637638612000 1100087778366100000 1779979416004710000 2880067194370810000 46600466103755300 00 7540113804746340000 12200160415121800000 19740274219868200000 3194043463499000000 5168070885
04
OUR NEW IDENTITY
THE NEW IDENTITY
ANATOMY OF THE MARK CONSTRUCTING THE MARK WHITE SPACE SIZING THE MARK LOGO USAGE
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OUR NEW IDENTITY
OUR NEW IDENTITY REPRESENTS MATHEMATICAL GROWTH SEQUENCES FOUND IN NATURE, SYMBOLIZING THE EVOLUTION OF OUR BRAND INTO ENGAGING NEW LEARNING METHODS.
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OUR IDENTITY IS INSPIRED BY THE NATURAL SHAPE OF THE NAUTILUS SHELL, A SYMBOL OF LIFE'S UNFOLDING MYSTERIES. The nautilus is a living fossil that has survived in earth's oceans for the last 500 million years. The main feature of the Nautilus is the large snail-like shell that is coiled upwards and lined with motherof-pearl. The shell is subdivided into as many as 30 chambers. As the shell grows, its body moves forward into the new larger chamber and produces a wall to seal off the older chambers. A cross-section of the shell of the Nautilus will show the cycles of its growth as a series of chambers arranged in a precise Golden Mean spiral. The Golden Mean is represented by the Greek letter phi and is one of those mysterious natural numbers that seems to arise out of the basic structure of our cosmos. Phi appears in the realm of things that grow and unfold in steps just as the Nautilus shell grows larger on each spiral by phi. With each revolution completing a cycle of evolution, the Golden Mean Spiral is symbolic of life’s unfolding mysteries. The continuous curves of the spirals, which are feminine in nature, and the ratios between each of the chambers reveal the intimate relationship between the harmonics of nature and Sacred Geometry.
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OUR NEW IDENTITY
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OUR NEW LOOK
The new Britannica signature is the graphic representation of our company and the values for which it stands. It identifies us to the world, displaying an image that signifies the growth and evolution of trustworthy education. Our new logo mark is based on the chambered nautilus, a shell which forms a shape called the logarithmic spiral. In nature, the logarithmic spiral is a growth pattern which expands at a mathematically constant rate, signifying accuracy and reliability. The curves of the nautilus shell are representative of the expansion of Britannica’s brand and symbolic of life’s continuous unfolding discoveries, discoveries that we aim to provide to our learners.
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OUR NEW IDENTITY
TWO COLOR
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OUR NEW IDENTITY
WHITE ON BLACK
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ANATOMY OF THE MARK SYMBOL + LOGOTYPE = LOGO
SYMBOL
LOGOTYPE
LOGO
Britannica's symbol, or logo mark, can be used either with or without the logotype and may be represented in multi-color, one color or black and white, as defined in the following pages. Use the symbol when needing to simplify the logo for needing to project the mark onto either very large or small branding spaces.
Our logotype is a sans serif face designed to project Britannica's modern, technological new brand image. The logotype is centered underneath the symbol and always in either black or white. Although the logotype is used in conjunction with the symbol, the logotype is never used by itself to serve as the logo.
Our logo represents both the symbol and the logotype combined together, as shown to the right. The logo may be used in all promotional materials and can be displayed in multi-color, two-color or black and white, depending on need. Logo usage guidelines are documented in the following pages.
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LOGO
LOGOTYPE
OUR NEW IDENTITY
SYMBOL
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CONSTRUCTING THE MARK A+B
A =
A
B
The Britannica mark is constructed using the Golden Rectangle, whose side lengths are in the Golden Ratio. The Golden Ratio is evident in natural growth patterns in plants and provides an interesting setting for enrichment activities for students: ratio, similarity, sequences, constructions, and other concepts of algebra and geometry, for example. For its connection to infinite growth, dependable proportions and mathematical study, it is the perfect bases on which to build our identity mark. A distinctive feature of this shape is that when a square section is removed, the remainder is another golden rectangle; that is, with the same aspect ratio as the first. This can be repeated infinitely, in which case corresponding corners of the squares form an infinite sequence of points on the golden spiral, the unique logarithmic spiral with this property.
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a 21
8
13
5 3
2
b
OUR NEW IDENTITY
a
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USING WHITE SPACE LET THE LOGO BREATHE Always allow space around the logo to ensure that our mark stands out. No elements should be within the bounding box pictured right.
3x
3x
3x
15x
3x
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3x
3x
27x
OUR NEW IDENTITY
NEGATIVE SPACE x
3x
3x
4x
4x
3x
6x
15x
6x
3x 3x
The space between each element of our mark equals the Golden Rectangle at the center, creating an even continuity between all shapes within each section.
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SIZING THE MARK
FOR LESS THAN
MINIMUM SIZE
0.5" WIDE
0.5" WIDE
1" WIDE
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OUR NEW IDENTITY
3" WIDE
2" WIDE
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USING THE MARK WITH IMAGERY
WHITE ON DARK COLOR IMAGES
WHITE ON DARK B&W IMAGES
Ensure that the image is dark enough so that it creates high contrast with the mark. Colors should be bold and sample.
Ensure that the image is dark enough to create high contrast with the mark. Composition must be mostly black.
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OUR NEW IDENTITY
COLOR ON LIGHT B&W IMAGES
COLOR ON LIGHT COLOR IMAGES
Images must be extremely simple to work with the full color mark. Use high contrast images and place mark within white space.
Use when a white mark does not create enough contrast against a lighter image. Images should be bold and simple.
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INCORRECT USAGE The following represents some of the ways in which our symbol should not be represented or manipulated.
A = Do not use any spot color, other than Pantone 647 C, to fill the entire mark. B = Do not add a drop shadow to the background of the mark. C = Do not alternate colors for different segments of the mark. D = Do not add an outline to the mark. E = Do not use a gray scale fill for the mark. F = Do not rotate or flip the mark horizontally or vertically. G = Do not disproportionately resize or squeeze the mark. Do not apply a gradient color to the mark. H=
I = Do not remove any sections of the mark.
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B
C
D
E
F
G
H
I
OUR NEW IDENTITY
A
05
BRAND SYSTEMS
COLOR PALETTE PHOTOGRAPHY GRID SYSTEMS
TYPOGRAPHIC SYSTEMS PUTTING IT TOGETHER BUSINESS SYSTEM
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OUR COLORS ARE WHAT GIVE US OUR PERSONALITY. OUR BRAND SYMBOLIZES ENLIGHTENMENT, GROWTH AND INTELLIGENCE.
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THE BRAND SYSTEM
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COLOR PALETTE The Britannica color palette is a combination of hues that signify intelligence and trust (blue), growth and renewal (green), and energy and enlightenment (orange). Proportions of color grow according to the Golden Ratio, which is reflected in our logo, making blue our primary color.
PRIMARY COLORS
VISUAL BLUE Pantone 647 C C M Y
100 70 45
K
0
R G B
18 85 118
SECONDARY COLORS
MUSICAL GREEN
KINESTHETIC GREEN
Pantone 269-3 C
Pantone 300-2 C
C M Y K
90 40 85 0
R G B
25 125 93
C M Y K
50 20 100 0
R G B
145 169 62
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MATHEMATICAL BLUE C M
80 35
R G
46 137
Y
25
B
168
K
0
THE BRAND SYSTEM
Pantone 7459 C
ENERGETIC ORANGE
LINGUISTIC ORANGE
RHYTHMIC YELLOW
Pantone 56-1 C
Pantone 36-1 C
Pantone 36-1 C
C M Y K
0 80 90 0
R G B
241 90 49
C M Y K
0 64 100 0
R G B
244 123 32
C M Y
0 35 100
K
0
R G B
252 175 23
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PHOTOGRAPHIC COMPOSITION The composition of Britannica photography is based on the same identifier shape as our logo, the Golden Rectangle. The Golden Rectangle is the basis for the quintessential Rule of Thirds in photographic composition. It affects the ratio of a picture size, as well as the placement of the main focal point, or subjects in the photo. The Golden Rectangle creates an aesthetically pleasing composition. The main subject, or focal point, of our brand's photography should lie on one of the four lines or four intersections, such as a subject's eye, pictured right. The Golden Rectangle can be rotated at 90째 increments on page layouts to vary placement of the main focal point of our photographs in marketing materials. A couple of example composition grids are shown below.
A
C
B E
D *A-E suggests where to add type composition.
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THE BRAND SYSTEM
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PHOTOGRAPHY SUBJECTS
LEARNING SPACES
SYMBOLS OF EXPONENTIAL GROWTH
Use imagery that depicts people actively engaging in their environment and not looking into the camera.
Spiraling, natural shapes represent the growth of our brand and the inspiration behind our mark.
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THE BRAND SYSTEM
INTERACTIVE TOOLS
MODERN & ARCHITECTURAL SHAPES
People interacting and engaging in activity to showcase our transition to more dynamic teaching methods.
Graphic shapes found in technology, nature and architecture are represented to signify our growth into modern learning methods.
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THE GRID SYSTEM
Use proportions equal to the Golden Ratio to create page margins as well as imagery dimensions for page layout.
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The grid is a system to help organize information on a page. The Britannica system makes it easier to build the page.
080
Our grid system helps us achieve a consistent graphic expression in our branding materials. The Britannica system helps you create design layouts with our visual elements that are dynamic, consistent and alive.
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THE BRAND SYSTEM
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OUR TYPEFACES Type plays an important role in Britannica's identity system. It must be used consistently throughout our branding materials, along with our other visual elements, such as the logo, color and photography, to create a unified visual look.
Aa Aa Aa LINGUA
FF DIN
FF EUREKA
Use for headlines, quotes
Use for subtitles and
Use for body copy
and large text
infographic elements
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LINGUA REGULAR Lingua is a geometric sans serif with ligatures built around the most common letter pairs.
DESIGNER: Eric Olson PUBLISHER: Process Type Foundry
ABCDEFGHIJKLMNOPQRSTUVWXYZ AI AL AN AR AS AT CE CO DE EA ED EN ER ES HA HE ME ND NE NG OM ON OR OU RA RE RI RO SE SI ST TE TA TH TO abcdefghijklmnopqrstuvwxyz 0123456789
FF DIN DESIGNER: Albert-Jan Pool, Achaz Reuss PUBLISHER: FontFont
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
FF EUREKA Eureka is a serif typeface with proportions designed to increase readability.
DESIGNER: Peter Bil'ak PUBLISHER: FontFont
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
THE BRAND SYSTEM
Din is a versatile sans serif face with a distinct technical, modern look.
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PUTTING IT TOGETHER In order to ensure that our brand stays consistent throughout all communication materials, the following represents some guidelines on applying type specifications and color within the Britannica layout design.
A
B
C
MAIN HEADING
SECONDARY HEADING
SUBTITLES
For main headings, use 30 point Lingua in Pantone 647 C. Apply the discretionary ligature settings built into the typeface. Main titles should be no longer than four words and two lines.
Our secondary heading is used for longer text and quotes that need prominence on the page. Use 20 point Lingua in 90% black. Turn off ligature settings to create hierarchy with main heading.
Our subtitles are set in 11 point FF Din Regular and used to provide an introduction to an infographic or more detailed body text. Keep sentences as short and simple for impact.
D
E
F
BODY TEXT
IMAGES
INFOGRAPHICS
Our body text is set in 8 point Eureka Regular, used for increased legibility for longer text. Body can be set in one or two columns. Column width should not exceed 3 inches.
Wherever possible, our images are proportioned in the shape of the Golden Rectangle and can be a supplement to text, as pictured, or fully bled onto a full page or spread.
Our type specification for infographics are set in capitalized, 8 point FF Din Medium for labels and 7 point FF Din Regular for text. Labels can be used in Pantone 647C or black.
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A
B
MAIN HEADING
E
SECONDARY HEADING FOR LONGER TEXT
C Example of a subtitle This is an example of body text within a Britannica layout composition. The Golden Rectangle, appears in nature and is used by humans in both art and architecture. The Golden Ratio is evident in the way trees grow, in the proportions of both human and animal bodies, and in the frequency of rabbit births. The ratio is close to 1.618. Whoever first discovered these intriguing manifestations of geometry in nature must have been very excited about the discovery. A study of the Golden Ratio provides an interesting setting for enrichment activities for older students. Ideas involved are: ratio, similarity, sequences, constructions, and other concepts of algebra and geometry. Finding the Golden Ratio. Consider a line segment of a length x+1 such that the ratio of the whole line segment x+1 to the longer segment x is the same as the ratio of the line segment, x, to the shorter segment, 1.
F
INFOGRAPHIC LABEL Infographic Text
THE BRAND SYSTEM
D
BUSINESS SYSTEM
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THE BRAND SYSTEM
06
THE STYLES OF LEARNING
DEFINING LEARNING STYLES BRITANNICA'S MODEL LEARNING EXTENSIONS
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YOU CAN TEACH A STUDENT A LESSON A DAY, BUT IF YOU CAN TEACH HIM TO LEARN BY CREATING CURIOSITY, HE WILL CONTINUE THE LEARNING PROCESS AS LONG AS HE LIVES. —Clay P. Bedford, Educator
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LEARNING STYLES
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WHAT'S YOUR LEARNING STYLE? Many educational systems assume that a universal teaching style suffices for student learning. But students differ in the ways they carry out tasks and solve problems. The new Britannica understands that students acquire knowledge through a variety of ways, such as language, math, imagery, music, movement, and other people. We believe that students would be better served if learning was presented through a variety of means. The differences in the learning styles are listed here—what style do you most identify with?
Visual HOW YOU THINK You are very aware of your environment and physical spaces surrounding you. HOW YOU LEARN You can be taught through drawings and imagery. WHAT TOOLS YOU USE Models, graphics, charts, photographs, drawings, video, 3-D modeling, television, multimedia
Auditory
Internal
HOW YOU THINK You love music and are sensitive to rhythm and sounds in your environment.
HOW YOU THINK You understand your goals. You have a great deal of intuition and motivation.
HOW YOU LEARN You study better with music and learn through lyrical lessons and speaking rhythmically.
HOW YOU LEARN You can be taught through independent study and introspection.
WHAT TOOLS YOU USE Musical instruments, music, radio, multimedia
WHAT TOOLS YOU USE Books, creative materials, diaries, privacy
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Kinesthetic
HOW YOU THINK You use words effectively and have highly developed auditory skills. You think in words.
HOW YOU THINK You use your body effectively and have a keen sense of body awareness.
HOW YOU LEARN You be taught by encouragement to say and see words as well as read books.
HOW YOU LEARN You communicate well through body language and learn activity and hands-on learning
WHAT TOOLS YOU USE Computers, multimedia, books, lectures
WHAT TOOLS YOU USE Equipment and real objects
Mathematical
External
HOW YOU THINK You are reasonable and calculating. You think conceptually through patterns.
HOW YOU THINK You learn most effectively through the interaction with others.
HOW YOU LEARN You like to experiment, solve puzzles and need to learn and form concepts before details
HOW YOU LEARN Group activities, seminars and dialogues
WHAT TOOLS YOU USE Logic games, investigations, mysteries
WHAT TOOLS YOU USE Telephone, audio conferencing, time and attention from the instructor, video conferencing
LEARNING STYLES
Linguistic
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THE OLD BRITANNICA PRIMARILY FOCUSED ON LINGUISTIC, SELFGUIDED LEARNING TECHNIQUES. WE NOW OFFER TOOLS TO HELP ALL TYPES OF LEARNERS.
THE OLD BRITANNICA
INWARD
THE NEW BRITANNICA
LINGUISTIC
VISUAL
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OUTWARD AUDITORY MATHEMATICAL KINESTHETIC
LEARNING STYLES
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BRITANNICA'S MODEL Britannica has developed a unique model for classifying learning methods based on Harvard professor Howard Gardner's theory for seven intelligences, which we divide into two tiers. Visual, linguistic, mathematical, auditory and kinesthetic tools are now classified as an external or internal learning activity.
GARDNER'S MULTIPLE INTELLIGENCES
MUSICAL
VISUAL
INTERPERSONAL
INTRAPERSONAL
LINGUISTIC
LOGICAL
KINESTHETIC
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THE BRITANNICA LEARNING STYLE METHOD
VISUAL
MATHEMATICAL
LINGUISTIC
EXTERNAL
KINESTHETIC
AUDITORY
LEARNING STYLES
INTERNAL
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LEARNING TOOLS Britannica provides a comprehensive set of extensions of our brand not only tailored for every type of learning style, but also for different life stages as well.
EXTERNAL LEARNING
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Field trips Interactive museum Community study groups Storytelling Photographic learning Logic camp Classroom assistance Music camps & lessons
Mentor presentations Global travel education Outdoor education Learning spaces Expert Guidance Editing services Travel tours on CD-Rom
Digital Displays Videoconferencing software TV programming Corporate team building Expert guidance Continuing education Professional training Radio shows
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INTERNAL LEARNING
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LIFELONG LEARNING
Learning gadgets Educational puzzles Computer games Hands-on toys Online textbooks Online tutoring Sing-a-long movies
Educational programming Interactive library Multimedia software Information bank Mentoring Knowledge database Music for the mind
Augmented reality 3-D modeling tools Simulated learning Fact checking resources Language programs Knowledge mapping Radio podcasts
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BRITANNICA UNIVERSITY Learning experiences for students, as well as young professionals ages 18-30 GLOBAL TRAVEL PROGRAMS Learning
LEARNING SPACES
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RADIO LABORATORY & PODCAST SOUND SIMULATION INTERACTIVE PROGRAMMING
LIFELONG LEARNING Corporate development and continuing education interests for adults
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GLOBAL TRAVEL PROGRAMS LEARNING SPACES SOUND SIMULATION PROGRAMS RADIO PODCASTS INTERACTIVE PROGRAMMING
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BRITANNICA UNIVERSITY
GLOBAL TRAVEL PROGRAMS Understand the world through hands-on travel programs with Britannica experts Britannica has been learning about our planet since 1728, and our network of experts and contacts across the globe is vast and deep. We tap into these resources to create unique and exciting travel opportunities for students. We offer three types of programs: expeditions, field workshops and community service programs. Students will have the opportunity to participate in community service projects that allow you to become more engaged with the place you’re exploring and to make a useful contribution. Depending on the location and the community’s needs, help with smallscale construction, tutor students in English or clean up a park.
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LEARNING TOOLS
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FIELD WORKSHOPS
Choose a destination that captures your imagination with one of our three travel programs currently offered in the highlighted countries.
FIELD WORKSHOPS
COMMUNITY PROGRAMS
EXPEDITIONS
We set field workshops in home bases, an important aspect of the experience. Take part in hands-on activities, participate in workshops with Britannica experts, and explore the area on active excursions.
Geared for our most adventurous travelers, these programs are a more in-depth exploration of a region covering a wide range of ground throughout a region, all the guidance of Britannica experts.
Based in small villages, work alongside the co munity on collaborative service projects focusing on infrastructure, education, and conservation projects, as well as explore the region.
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COMMUNITY PROGRAMS
EXPEDITIONS
LEARNING TOOLS
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BRITANNICA UNIVERSITY
LEARNING SPACES Multi-level facilities offering the ideal environment for every type of learner For many people, the public image of higher education is the classroom: faculty talking, with students intently listening and taking notes. Students’ progress toward a degree is measured by time spent in classrooms. The daily pulse of a college or university is largely dictated by the classroom schedule as bells ring and the halls fill with students and faculty rushing to the next class. Many educators, however, increasingly argue that such classrooms are largely ineffective as learning environments and that they should not continue to be built. Britannica has an alternative solution for students for every type of learner. No longer are the days where you had to pick between a silent library or a noisy coffee shop. Britannica’s learning space environments offer enriching experiences for each type of learner. If you prefer music, to study alone or work in groups, each of the rooms in our learning spaces are catered to your preferences. Upon membership, Britannica will also work with you to help determine your most optimum learning environment.
LEARNING TOOLS
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REFERENCE MATERIALS
VISUAL DISPLAYS
A space for every type of learner. Each of Britannica's learning spaces are dedicated to a different form of perceptual learning. Our goal is create a fun and engaging space for our students and cater to each of their specific learning needs.
COMMUNAL OPEN SPACES
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LISTENING STATIONS
SENSORY GAMES
PRIVATE STUDY AREAS
LEARNING TOOLS
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BRITANNICA UNIVERSITY
SOUND SIMULATION PROGRAMS Music education programs specifically designed for the musical learner Britannica offers sound simulation programs that develop reading and listening skills fundamental to learning and academic achievement, designed to significantly increase a person's ability to listen, speak, remember, communicate, read, and learn. We offer CD-Roms featured music combined with psychoacoustic techniques, gentle filtration and nature sounds, designed for auditory learners. The music offers a unique and powerful opportunity for promoting active listening. All the music is improvised which gives it a free quality, while the unusual harmonic and rhythmic structures cause the brain to be attentive in a dramatic way.
LEARNING TOOLS
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BRITANNICA UNIVERSITY
RADIO PODCASTS Weaving stories and science into sound and music-rich documentaries The people of Britannica are story-tellers. We understand that animating information is much easier to retain than a boring monologue. Our radio show and podcast focuses on educational topics in an accessible and light-hearted manner. Sound design, rapid dialog edits and sound effects are used to build a soundscape that increases the engaging nature of our show. Each episode is one hour long and tackles various philosophical and scientific topics. Each episode is also stylized for the topic: thematic music, for example, accompanies much of the commentary. Previously recorded interview segments are interspersed in the show's live dialogue, adding a layered, call-and-response effect to the questions posed by the hosts. Britannica's podcasts are available on our website through various distribution channels. Our radio program is produced at its headquarters in New York City and is broadcast on public radio stations in the United States.
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LEARNING TOOLS
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BRITANNICA UNIVERSITY
INTERACTIVE PROGRAMMING Hands-on broadcasting programs and educational videos Britannica’s educational programming station provide engaging documentaries and shows on the most interesting subjects. In addition to programming, we also engage students interested in broadcasting careers partake on the documenting process, helping out on sets or in the field. Our videos are often displayed in our interactive museums, learning space environments and through our information bank.
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LEARNING TOOLS
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LIFELONG LEARNING
INFORMATION BANK
SIMULATED LEARNING AUGMENTED REALITY PROFESSIONAL TRAINING CORPORATE INSTALLATIONS
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INFORMATION BANK Read about subjects that interest you at any time through your preferred learning style
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LEARNING TOOLS
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Britannica's information bank has developed customized ways for viewing information that cater to each method of learning.
WHAT'S YOUR LEARNING STYLE
STORIES WHAT IS ASTRONOMY? Astronomy is a natural science that deals with the study of celestial objects (such as moons, planets, stars, nebulae, and galaxies); the physics, chemistry, and evolution of such objects; and phenomena that originate outside the atmosphere of Earth (such as supernovae explosions, gamma ray bursts, and cosmic background radiation)...
PHOTOS
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TOUCH SCREENS
PUZZLES & GAMES
PLAYLISTS STUDY MUSIC
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Crescent............................. 2:53
2.
Greet the Mind.................... 5:33
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Ball of Energy..................... 4.23
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Kloud Kings........................ 7.23
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The Dream is Real.............. 2:53
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Nature Sounds.................... 5:10
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Second Sun......................... 4.43
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First Eye.............................. 3.11
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New Order.......................... 2.58
10. Jega.................................... 3.49
LEARNING TOOLS
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LIFELONG LEARNING
SIMULATED ENVIRONMENTS Increasing learning interactivity for the interpersonal learner Britannica’s simulated learning environments mimic reality with instructional elements that help a learner explore, navigate and obtain more information about their chosen environment that cannot generally be acquired from mere experimentation. Not only can users access learning at different times in their lives, but they can also immerse themselves in learning without physically moving to a learning facility, or interact face to face with an instructor.
LEARNING TOOLS
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LIFELONG LEARNING
AUGMENTED REALITY Enhanced views of the physical, real world environment LASALLE STREET BRIDGE Britannica’s augmented reality services are live, direct or indirect, views of a physical, real-world environment augmented by our computer-generated sensory input in mobile applications and tablet devices. With the help of advanced AR technology, the information about the surrounding real world of the user becomes interactive and digitally manipulable. Our GPS system provides an interactive way to view your environment, using a touch pad that will provide more information on architecture, streets and other landmarks surrounding you.
A single-deck double-leaf trunnion bascule bridge spanning the main stem of the Chicago River. It connects the Near North Side with the Loop area. It was constructed in 1928 at a cost of $2,500,000 by the Strobel Steel Constructing Company.
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CHICAGO BOARD OF TRADE Established in 1848 and one of the world's oldest futures and options exchange. More than 50 different options and futures contracts are traded by over 3,600 members through open outcry and eTrading.
LASALLE STREET
LEARNING TOOLS
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LIFELONG LEARNING
DIGITAL DISPLAYS High end technology and engaging infographics for corporate digital displays Britannica uses visual installations in corporate environments to push the boundaries of storytelling and empower our audiences to connect and share. We pioneer new interactive experiences, whether that be at your corporate headquarters or event, and push the boundaries of storytelling for brands and institutions across digital channels—web, mobile, and installations. We explore and apply new ideas, transforming the challenges into engaging and memorable experiences.
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LIFELONG LEARNING
CORPORATE TRAINING Pursue your professional interests outside of the office
Britannica’s corporate training programs focus on giving people in business the opportunity to sharpen their skills and improve their performance in order to build positive changes in their career path. Whether you are looking to further your position or exploring a new career path, we have programs and experts in a wide variety of industries that will help you along the way.
LEARNING TOOLS
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FIELD TRIPS
INTERACTIVE MUSEUM LEARNING GADGETS LOGIC CAMP EXPERT GUIDANCE
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FIELD TRIPS Helping educational programs teach students in fun and engaging ways
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LEARNING TOOLS
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Britannica field trips are led by a diverse team of specialized guides, all of whom are experts in their field and have extensive training in education and mentorship.
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SPECIALIZED GUIDES
DIVERSE EDUCATION
CUSTOMIZED LEARNING
Our field trip experts are a group of experienced educators who love working with kids. The crew is diverse in their academic, professional and life experiences. As part of the Britannica team, they work hard to develop their skills as educators through extensive training and reflective practice.
We offer interactive programs that emphasize science, the natural environment, and historic events for kids ages kindergarten through high school. Students will be able to interact with hundreds of exhibits, urban landmarks and natural wonders, as well as participate in engaging experiences.
Our field trip experts customize trip activities so educational styles vary throughout the trip. Our aim is to engage all types of learners outside of the classroom. Whether it be group activities, to self-guided exploration, we help our students learn at their highest potential.
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LEARNING TOOLS
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BRITANNICA YOUTH
INTERACTIVE MUSEUM Explorations of science, art and human perception The Britannica Interactive Museum isn’t just a museum; it’s an ongoing exploration of science, art, and human perception—a vast collection of online interactive, web features, activities, programs, and events that feed your curiosity. Our space allows children to engage and learn about the world around them with their friends and family and appeal to all of their senses. Come visit for an experience that will test and appeal to all of your sense.
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The Britannica Museum is a diverse collection of interactive exhibits and activities that create engaging experiences for families.
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LEARNING TOOLS
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BRITANNICA YOUTH
LEARNING GADGETS Engaging tools help you see the world better
HIGH DEFINITION BINOCULARS Britannica's field trip guides provide high definition binoculars on many of our trips for observing wildlife or the outdoors. They are designed to help you see and learn about the world a little bit better.
NOISE CANCELLATION HEADPHONES Britannica headphones are designed for learners that work better while listening to music. The noise cancellation technology is designed for concentration.
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SOUTH AMERICA South America is located in the Western Hemisphere. It is bordered on the west by the Pacific Ocean and on the north and east by the Atlantic Ocean. Next Page >
LED DISPLAY GLOBES LEARNING TOOLS
This globe helps learners get more interested in geography. As you place your hand on any part of the world, led displays light up on a corresponding tablet with interesting facts about that specific place.
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BRITANNICA YOUTH
LOGIC CAMPS Outdoor group education experiences outside of the classroom environment Britannica now offers a new way to learn logic and mathematics by offering engaging ways to educate students on topics that are difficult to grasp. Our guides help our students make math fun by connecting exercises in logic reasoning with interaction, play and outdoor activity. For the student struggling in school, this is the perfect way to get them interested in learning. Britannica uses a variety of teaching tools, games, toys, and activities to plant a love of math in children, help them grow academically, and gain confidence in their math abilities. We offer full and half day options, as well as one-week math art and puzzle camps. At our camps, children learn new math concepts and master familiar ones in a fun, supportive environment. Our campers confidence grows as they successfully understand the “why” and “how” of math, and they gain a head start on new material they will learn during the upcoming school year.
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BRITANNICA YOUTH
EXPERT GUIDANCE The guidance kids need for a range of subjects both inside and outside the classroom Britannica has a long history of consulting the opinions of the most educated professionals in their field. We have tutors, professors, and experts which are being connected with the educational community, providing a wide range of services for helping any type of learner in kindergarten all the way through high school. Our experts can serve as mentors, editors, fact checkers, or speakers to students on virtually any topic. Britannica understands that all students learn most effectively in differing settings. That's why we work with educational institutions to offer after school tutoring in classroom settings, as well as more hands-on workshops in environments outside of the classroom. Some of the range of workshops we offer cover mathematics, biology, astronomy, science, english and culture.
LEARNING TOOLS
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“In wisdom gathered over time, I have found that every experience is a form of exploration." —Ansel Adams
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LEARNING TOOLS
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IT'S TIME TO DISCOVER THE WORLD THROUGH BRITANNICA.
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colophon NAME ID NUMBER COURSE PROFESSOR
KRISTIN RIGER 02594374 NATURE OF IDENTITY HUNTER WIMMER
SEMESTER
FALL 2012
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LINGUA FF DIN FF EUREKA
PHOTOGRAPHY PAPER PRINTER
COURTESY OF FLICKR.COM RED RIVER EPSON STYLUS PRO 3880 INKJET PRINTER
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www.learningevolution.info
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