Visual and Branding Guidelines
Table of Contents Brand personality
3
General branding
4
Logos
5
Colors & Elements
6
Typography
7
Brand personality Brand Attributes
Brand Voice
Brand attributes are the core of our brand voice and image. They create an emotional connection that resonates with potential customers. These attributes should be felt in every aspect of our communication. The brand of ES therefore resonate as:
While communicating with external environment we position our project as brand which is reliable to deliver all the standards that we promise to our stakeholders. We communicate as youth, dynamic and impactful organization, yet we also position ourselves as reliable and trustworthy partner.
Diverse & Inclusive
Educate Slovakia is a project which is non-discriminating on any basis and is creating impact based on diversity and inclusivity of its every stakeholder.
Youthful & Friendly
Educate Slovakia is a project realized by youth for youth and therefore every contact with either interns or stakeholders needs to resonate youthfulness and friendliness.
Modern & Progressive
Educate Slovakia is a project which grows every year and therefore is every year trying to engage more and more of its stakeholders through various channels.
Brand Tagline Change a generation from A to Z We use this tagline solemnly in cases when we talk about value proposition of the project or when we introduce the brand of Educate Slovakia for the ďŹ rst time in document or design. This serves the purpose of not repeating and therefore overusing the tagline in every part of the design.
General branding All current logos can be found in the Blue Book and Educate Slovakia Branding folder (link can be found on the last page).
AIESEC Brand
AIESEC logo and its usage can be found in the Blue Book on page 12 - AIESEC Brand. AIESEC logo can be used on any background, but the letters can‘t be transparent.
Brand Architecture
In order to keep the message that we send to our customers through our materials clear, everytime we talk about our products (in this case GV / ES), we need to use endorsed logo - „Powered by AIESEC“ to show that the product we are selling is under AIESEC, but at the same time is not confusing our customers (GV / ES is superior).
Global Volunteer and SDGs
All GV materials need to have GV logo in correct form (color and position) and it can be optionally used in connection with SDG (more info how to use SDGs for promotion can be found in the Blue Book). Global Volunteer logo can be used in white and black version as well.
Logos Main logo
Usage of logos The logo represents open book as a symbol of education. It is not allowed to write on logo or cover it with other objects. Leave space around it so that it is always distinguishable. It is not allowed to change colors of logo, deform it or use transparent letters.
Single color variation
Target within AIESEC For target within AIESEC such as opportunity marketing, booklets for EPs etc. we use Global Volunteer logo, Powered by AIESEC logo and single color variation of Educate Slovakia logo. The reason is to keep consistency of Educate Slovakia brand and to build brand resonance in all of our stakeholders.
Target outside of AIESEC For target outside of AIESEC, such as communication with host families, schools, municipalities etc. we use Educate Slovakia main logo and Powered by AIESEC logos. Global Volunteer is optional and depends on the design harmony.
Colors & Elements Basic colors #31AEB5 R:49 G:174 B:181 C:91% M:0% Y:39% K:0% Pantone: 7472 C #FF667C R:255 G:102 B:124 C:0% M:81% Y:35% K:0% Pantone: 1777 C #52565E R:82 G:86 B:94 C:77% M:69% Y:57% K:13% Pantone: 7540 C #CACCD1 R:202 G:204 B:209 C:24% M:18% Y:16% K:0% Pantone: 428 C #FFFFFF R:255 G:255 B:255 C:0% M:0% Y:0% K:0% Pantone: -
Other colors OďŹƒcial AIESEC colors (only if needed)
Elements Logo shadow
Lines
Shapes connected to education
Typography Headings
Font: Montserrat SemiBold Minimum font size: 22 Used only once per page
Educate Slovakia 2018 Project deďŹ nition
Sub-Headings
Font: Montserrat Regular Minimum font size: 18 Used to divide particular sections
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Text
Do's & Don'ts
Font: Lato Light Minimum font size: 12 It is also allowed to use Lato Medium Italic to underline the most parts of text
Do not hyphenate the text. Do avoid alignment with justiďŹ cation. Do avoid typographical rags, orphans and widows. Do not use any other typefaces nor fonts than the ones stated in here.
Links General branding http://bit.ly/bluebookAIESEC - Blue Book http://bit.ly/AIESECbluebook - Blue Book materials ES Materials http://bit.ly/ESmaterials - Educate Slovakia materials ES Typefaces https://fonts.google.com/specimen/Montserrat https://fonts.google.com/specimen/Lato Please use the guidelines. In case they are not followed, the consequences (as deďŹ ned in Compendium) will be applied.