THE OPEN ENGLISH
BRANDBOOK
B R A N D S TAT E M E N T The Brand transcends the Product. Open English is a symbol of hope and opportunity. We are casual, cool, and sophisticated –and we’re revolutionizing the way people learn. Fun is how we engage. Human is how we interact. Achievable is our promise.
THE
STYLE GUIDE VOL I
TABLE OF
CONTENTS
CHAPTER I THE OPEN EXPERIENCE HISTORY
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CHAPTER II THE MARK II.I LOGO ....................................................................................................................... II.II TYPE ....................................................................................................................... II.III COLORS ..................................................................................................................
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C H A P T E R I I I T H E S TA N DA R D III.I BRAND EXECUTION ........................................................................................ 27-28 III.II PHOTOGRAPHY ................................................................................................. 29-42
CHAPTER IV ANNEX IV.I STATIONERY ........................................................................................................ 45-46 IV.II MARKETING MATERIAL ................................................................................... 47-48
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™
™
a new world awaits. a new world awaits.
SR TO B IENHDI N D T H ET HSETO Y RBYE H T HBER A BN RA THE DN D In 2006, we launched a groundbreaking product with the goal of In 2006, we launched a groundbreaking product with the goal of giving students the most effective and affordable way to learn giving students the most effective and affordable way to learn English from the comfort of their home or office. We built our model English from the comfort of their home or office. We built our model based on native English speaking teachers and multimedia content, based on native English speaking teachers and multimedia content, eliminating the traditional barriers to learn a language: traffic, eliminating the traditional barriers to learn a language: traffic, non-native teachers, outdated textbooks… non-native teachers, outdated textbooks… We created Open English, a complete online learning solution with We created Open English, a complete online learning solution with 24/7 access that quickly became the best English learning platform 24/7 access that quickly became the best English learning platform in the world. Open English has escalated like no other online lanin the world. Open English has escalated like no other online guage school since its inception, with an unprecedented explosion language school since its inception, with an unprecedented exploin the climbing number of enrolled students and the best part is, sion in the climbing number of enrolled students and the best part we’re just getting started. is, we’re just getting started.
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AAWINDOW WINDOW
OFOF OPPORTUNITIES OPPORTUNITIES
AWAITS AWAITS E NEGNAG E . EE.NERNI C E. E. G AG RH I C. HE.DEUDCUAT C AT Open English serves as aaspassage to success. Open English serves a passage to success. We We are are ambassadors of aspirations, empowerambassadors of aspirations, empowering ing students in emerging countries to pursue students in emerging countries to pursue their dreams with a most valuable tool: English their dreams with a most valuable tool: English knowledge. We are extending our legacy to knowledge. We heights are extending legacy to reach unchartered with aour cohesive reach unchartered heights a cohesive brand identity spanning from visualwith presentation brand identity spanning presentato copy content and beyond.from Use visual this guide to copy content and beyond. Use this taketion you to there. guide to take you there.
06 english the style 06 openopen english the style guideguide
THE
MARK
OVERVIEW The Open English mark is our most important asset. Proper use of our mark allows the brand to shine, let's treat it like the star that it is. 08
THE MARK
LOGO TYPE COLOR
™
LO G O H I S TO R Y In the summer of 2012, Open English partnered with Chermayeff & Geismar, one of the most recognized identity & brand design firms in the world, to conceive our NEW visual identity. Chermayeff & Geismar is a pioneering graphic design firm with an innovative portfolio stretching over half a century. They specialize in the development of trademarks, print and motion graphics, exhibitions, and art in architecture. The firm's global reach in Europe, Asia, Latin America, and the Middle East places Open English in the world stage with the deployment of LP2.0 and its new visual identity. At first sight, this mark is quite simple. It is also appropriate and, most importantly, memorable. These three features give our Logo the ability to burn into your mind. The suggestions of the design structure are precise and fitting: is it a window? a door? a computer screen? The Open English logo can be all three; and that’s its beauty. Its success is bringing hope and opportunity to our students.
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THE MARK
LOGO TYPE COLOR
MARK SIZING DETAILS We all know that behind every well-placed Open English mark lies a well-informed brand ambassador who always makes the right decision. Follow these instructions to make our mark stand out:
™
™
.25X
X
.25X
™
.25X
X
MINIMUM HEIGHT .375in 9.525mm
.25X
x - Height of Logotype Keep the designated area free of any graphical elements
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THE MARK
LOGO TYPE COLOR
D O ’s A N D D O N ’ Ts Need to know how to correctly place the Open English mark? Follow these simple diagrams below and you will be on your way:
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open english the style guide
THE MARK
LOGO TYPE COLOR
CORRECT LOGO USAGE DO’s : 1.
This is the perfect example in which the mark should show in a white background using the respective color guidelines.
2.
This is the proper way to have the mark in a black background along with the proper color guidelines.
3.
If using a gradient, choose a color that will let the Open English mark stand out.
4-5. When using the mark in black and white, use black and white ink with a solid background to represent the mark.
INCORRECT LOGO USAGE DON’Ts : 6. Scale the logo unproportionately. 7. Change the color of the original logo. 8. Add extraneous effects to the logo. This includes, but is not limited to, bevel and emboss, lighting effects, and drop shadows. 9. Place the logo in a busy background. They ususally don’t mix. 10. Use light or busy photography, when using the white background.
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THE
TYPE
OVERVIEW The consistent use of type gives Open English a unified voice across all mediums. Each type brings a certain tone to each design in order to provide a rich and valuable experience through our brand. openenglish the visual identity guide
THE TYPE
LOGO TYPE COLOR
TYPOGRAPHY
L E A R N TO T Y P E O P E N E N G L I S H T E X T Want to learn how to use our typefaces correctly? Follow these simple steps and you are underway to creating an open experience:
01. Follow the rules.
02. If you don’t know the rules, you are in the right place.
03. If you are unsure of anything, contact us at creative.support@openenglish.com and we can figure it out together!
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THE TYPE
LOGO TYPE COLOR
P R O M I X A N O VA B O L D F O R T I T L E S | 6 4 / 7 2 P T | T R AC K I N G 1 2 0
ABC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz The font can be a little sensitive of its height, so keep that in mind and keep all your titles in UPPERCASE.
PROMIXA NOVA LIGHT FOR SUBTITLES | 12/22PT | TRACKING 20
ABC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz With the title in uppercase, the subtitle follows. Keep them both UPPERCASE.
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THE OPEN LO O K
LOGO TYPE COLOR
TYPOGRAPHY P R O M I X A N O VA R E G U L A R F O R T E X T | 1 6 / 2 1 P T | T R AC K I N G 0
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer posuere erat a ante venenatis dapibus posuere velit aliquet. Aenean lacinia bibendum nulla sed soncectetur. Finally, we can utilize upper and lower-case text with Proxima Nova Regular.
M U S E O S A N S 1 0 0 | 2 6 / 3 2 P T | T R AC K I N G 1 5
0132456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz If you can count it, count on Museo Sans as your main typeface for numerals. 15
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THE OPEN LO O K
LOGO TYPE COLOR
TYPOGRAPHY AND HIERARCHY EXAMPLE
OPENING THE EXPERIENCE THE STORY BEHIND THE BRAND Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum imperdiet turpis semper orci egestas id sagittis justo condimentum. Morbi eget risus eget lacus laoreet vulputate. Integer aliquam leo in libero imperdiet lacinia ut feugiat odio. Vestibulum odio nisi, dictum ut tincidunt nec, dapibus sit amet ante. In hac habitasse platea dictumst.
P R O M I X A N OVA B O L D IN UPPERCASES FOR TITLES 6 4 / 7 2 P T | T R AC K I N G 1 2 0 PROMIXA NOVA LIGHT FOR SUBTITLES IN UPPERCASES | 12/22PT | TRACKING 20
P R O M I X A N OVA R E G U L A R F O R T E X T | 1 6 / 2 1 P T | T R AC K I N G 0
Praesent sed nisl laoreet leo sodales vestibulum. Donec in nunc lorem. Pellentesque in magna id urna sagittis feugiat. Morbi sed dapibus sem.
MUSEO SANS 100 FOR NUMERALS 26/32PT | TRACKING 15
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THE
COLORS
OVERVIEW Colors say a lot; it is important to work with different schemes to create the perfect palette. Through our chosen colors, we clearly communicate who we are: energetic, trustworthy, and inspirational. Together or independently, the Open English colors send the right message.
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THE C O LO R S
LOGO TYPE COLOR
T H E LO G O C O LO R S OPEN ENGLISH BLUE Use the primary blue hues below as a base for any Open English material. These should also be the colors used for the “opening” element on our logotype. The Open English logo uses two distinct colors when set on a black or a white background. The mark is available for print and screen use in EPS, PDF, PNG, and JPEG. Contact creative.support@openenglish.com for access to downloadable files.
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02.
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FOR USE WITH A WHITE BACKGROUND
FOR USE WITH A BLACK BACKGROUND
open english the style guide
RGB 0-132-255 CMYK 100-20-0-0 HEX 0084FF Pantone PROB BLUE C
RGB 0-151-255 CMYK 100-20-0-0 HEX 0097FF Pantone PROB BLUE C
THE C O LO R S
LOGO TYPE COLOR
T H E P R I M A R Y C O LO R PA L E T T E SPECS These colors are used to compliment the main Open English blue hues in order to create the visual brand experience.
FUN YELLOW RGB 239-189-8 CMYK 7-25-100-0 HEX EFBD08 Pantone 123C
HUMAN BLUE RGB 20-108-178 CMYK 89-57-2-0 HEX 146CB2 Pantone 307C
LIGHT GREY RGB 243-243-243 CMYK 232-232-232 HEX F3F3F3 Pantone 656C
ACHIEVABLE GREEN RGB 161-194-59 CMYK 42-6-99-0 HEX AIC23B Pantone 584C
DARK GRAY RGB 130-130-130 CMYK 51-43-43-7 HEX 828282 Pantone 877C
HOPE BLUE RGB 103-178-231 CMYK 55-16-0-0 HEX 67B2E7 Pantone 292C
BLACK RGB 0-0-0 CMYK 0-0-0-0 HEX 000000 Pantone 426C
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THE C O LO R S
LOGO TYPE COLOR
T H E S E C O N DA R Y C O LO R PA L E T T E SPECS These colors bring out the best in our bright, fun, and playful color scheme. Use them to enhance the FUN in the Open English experience.
RGB 241-40-193 CMYK 15-85-0-0 HEX F128C1 Pantone 807C
RGB 206-222-0 CMYK 24-0-100-0 HEX CEDE00 Pantone 389C
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RGB 255-95-0 CMYK 0-77-100-0 HEX FF5F00 Pantone BRIGHT ORANGE C
RGB 37-202-211 CMYK 65-0-21-0 HEX 25CAD3 Pantone 319C
THE C O LO R S
LOGO TYPE COLOR
C O LO R S C H E M E H I E R A R C H Y Familiarizing yourself with the Open English color hierarchy will illustrate the relevance of a swatch in relation to another when creating new collateral. The bigger the swatch circle, the more often it should be used. The closer the circle is to the center, the more frequently it should be used.
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THE
STANDARD
OVERVIEW Imagery plays a significant role in the Open English brand’s graphic style. Showing photographs of the Open English product helps build brand awareness, as well as an understanding of how it works. Consistent imagery and correct representation of our product go a along way.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
S E C O N DA R Y D E S I G N E L E M E N T S LINES AND BLOCKS Our sleek lines are made to snuggle in between titles and paragraph text, or to enhance graphical features such as colors. Please use sparingly.
RGB 0-0-0 CMYK 0-0-0-0 HEX 000000 Pantone 426C Stroke Width: .48pt
RGB 0-0-0 CMYK 0-0-0-0 HEX 000000 Pantone 426C Stroke Width: 1 pt
THE OPEN ENGLISH GRADIENT SPECS The Open English color gradient is a strong branding element that unifies our mark, typeface, and colors used in any situation. This gradient is a primary trait to emphasize brand awareness and should be used as a one-side border when creating any Open English branding collateral. Requests can be made to creative.support@openenglish.com
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
LINE SPECS The lines across cover pages and stationary elements must have the same distance from the mark as indicated by the rectangle space below. When creating a typographic title, make sure that the beginning and end of each line fit the rectangle space by editing the tracking.
â„¢
THE
STANDARD
PROMIXA NOVA LIGHT
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
C H O O S I N G P H OTO G R A P H Y FUN. HUMAN. ACHIEVABLE. It’s really simple. We want to convey a sense of inspiration with every photograph that is used in materials. They should also depict a fun, natural atmosphere with people in it.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
O U R AU D I E N C E SPECS Our imagery should evoke emotions, show the humanity in us, and always depict people in each and every image.
P H OTO G R A P H Y D OW N LOA D S Low-resolution photos are available for download by logging in to www.openenglish.com/photography with a user/password to access photos approved by our design gurus. For access to high-resolution photos, please contact: creative.support@openenglish.com
WHEN IN DOUBT Use photos that are natural, conversational, and appropriate! Contact creative.support@openenglish.com for final approvals before use.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
O P E N E N G L I S H . C O M / D O ’s A N D D O N ’ Ts Striking a pose? Follow these simple steps and choose a photo that begs to be seen.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
CORRECT PHOTO USAGE DO’s : 01. This is photography at its finest. Follow this standard and succeed. 02. Natural settings with computers are a plus! 03. Photographs that suggest human emotions are always welcome. 04. Settings that convey human interaction create positive connections.
INCORRECT PHOTO USAGE DON’Ts : 05. If you are resizing the photo, make sure to use correct proportions. 06. Avoid black and white photographs. We want to let the colors shine. 07. While background settings look great, we need the human touch. 08. Avoid using cartoon, vectors, or unreal images.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
S O C I A L M E D I A A N D L E S S O N S / D O ’s A N D D O N T ’s Striking a pose? Follow these simple steps and choose a photo that begs to be seen.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
CORRECT PHOTO USAGE DO’s : 01. Choose images that show people in friendly, safe environments. 02. Use images of students learning from home. 03. Online is the best way to learn English. Let’s show it. 04. Utilize photos that are intimate and enhance the human and social experience.
INCORRECT PHOTO USAGE DON’Ts : 05. Keep away from using dark images that promote liquor or nightlife activities. 06. Images of books, or students in libraries, should not be used. 07. We do not teach English in classroom settings. Refrain from using such photos. 08. Do not use images that have impersonal environments such as recreational areas.
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
L E S S O N S I M AG E R Y / D O ’s Here are the examples of imagery that should be use on the lessons. 01
#Bright
02
#Bold 03
#Lifestyle
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04
#Natural
THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY 05
#Human
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#Clean
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#Smart
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#Warm
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#Dynamic
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY 11
#Bold
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#Forceful
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#Powerful
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#Sleek
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#Iconic 1151
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#Powerful
THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY 17
#Iconic
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#Sleek
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#Forceful
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#Clean
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#Elegant
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY
L E S S O N S I M AG E R Y / D O N T ’s Here are the examples of imagery that should not be use on the lessons. 02
01
#Toomuchrage
#Soflat
03
#Notquitehuman
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04
#Tooplain
THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY 05
#Noviolence
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#confusion
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#Tooformal
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#Nofocus
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#Notquitehuman
#Nofocus #Noemotion
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THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY 11
#Notcasual
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#Notvibrantenough
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#Confusing
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#Tooformal
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#Colorstoobright
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#Colorstoopale
THE S TA N DA R D
BRAND EXECUTION PHOTOGRAPHY 17
#Whereisthefocus?
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#Nofocus #Noemotion
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#Notsymbolicenough
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#Needsmorecolor
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#symbolicyetunfocused
#Noemotion
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ANNEX
THE ANNEX
STATIONERY MARKETING MATERIAL
LOGO HISTORY
S TAT I O N E R Y Guidance on producing our corporate stationery items, including letterheads, business cards, and envelopes. SETH TRAVIS Creative Director 2901 Florida Ave Suite 840 Coconut Grove,FL 33133 T 3057288959 M 786 414 0038 TM
™
2901 Florida Ave Suite 840 Coconut Grove,FL 33133
E seth.travis@openenglish.com W www.openenglish.com
T 3057288959 M 786 414 0038 E seth.travis@openenglish.com W www.openenglish.com
™
SETH TRAVIS Creative Director
2901 Florida Ave Suite 840 Coconut Grove,FL 33133
T 3057288959 M 786 414 0038
E seth.travis@openenglish.com W www.openenglish.com
SETH TRAVIS Creative Director
2901 Florida Ave Suite 840 Coconut Grove,FL 33133
T 3057288959 M 786 414 0038
E seth.travis@openenglish.com W www.openenglish.com
TM
™
SETH TRAVIS Creative Director
2901 Florida Ave Suite 840 Coconut Grove,FL 33133 T 3057288959 M 786 414 0038 E seth.travis@openenglish.com W www.openenglish.com
™
TM
2901 Florida Ave Suite 840 Coconut Grove,FL 33133 www.openenglish.com
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THE ANNEX
STATIONERY MARKETING MATERIAL
LOGO HISTORY
S TAT I O N E R Y All stationery must be printed using exclusively the templates provided by the Creative Team. Always print in two spot colors using professional-quality printers. These templates are available in the download package with formats for both, Mac and PC.
LETTERHEADS All letterhead stationery should be printed on 20lb bond/50lb white paper, if this paper is unavailable use Ivory White paper. Do not use an alternative stock without approval from the Creative Team. Do not use recycled paper for your stationery. Letterhead should be printed in the same paper to ensure consistency. The Open English logo must always be printed in two spot colors for the logo and one spot color for the text (Pantone Process Blue C for the symbol and Pantone 426 C for the name elements of the logo, for the copy, use Pantone 776 C).
BUSINESS CARDS All business cards should be printed on 65lb card stock White paper, if this paper is unavailable use Ivory White paper. Do not use an alternative stock without approval from the Creative Team. Do not use recycled paper for your stationery. The Open English logo must always be printed in two spot colors for the logo and one spot color for the text (Pantone Process Blue C for the symbol and Pantone 426 C for the name elements of the logo, and for the copy use Pantone 776 C).
E N V E LO P E S Use business Envelopes #10 in white, size 4-1/8-in x-9-1/2-in. open english the style guide
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THE ANNEX
LOGO HISTORY
STATIONERY MARKETING MATERIALS
M A R K E T I N G M AT E R I A L S Due to the many different types of marketing materials, there are several diverse types of print or production processes that can be used. Remember to use the proper printing guidelines. The Creative Team is providing you with the printing instructions in the templates available for download.
C LOT H I N G All apparel/accessories should be screen-printed to ensure the best quality. Always make sure that your image/graphic can be printed onto your chosen garment with sufficient quality. When displaying the logo, remember bigger isn’t always better. Here are the graphic sizes: image A horizontal 12 in across, image B pocket 4 in across.
A TM
TM
B TM
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TM
THE ANNEX
LOGO HISTORY
STATIONERY MARKETING MATERIALS
M A R K E T I N G M AT E R I A L S MUGS When printing the log on drinkware, follow these measurements: images C and D icon/logo 2 in across.
C
D TM
TM
TM
P E N C I L / M O U S E PA D / K E YC H A I N Pens and pencils should be reproduced in the following sizes: image E (barrel) 1.627 in x 0.375 in. The image F mousepad logo should follow these measurements: 8 in x 3.125 in. The image G keychain measurements are: 1.5 in x 2.75 in.
E
F
G
TM
TM
TM
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THE
STYLE GUIDE VOL II
TABLE OF
CONTENTS ...................................................................................................................... F O R E WO R D CHAPTER I BRAND PERSONALITY
I.I WHO WE ARE - AND WHO WE ARE NOT ................................................................................................ I.II TARGET AUDIENCE : WHO IS THE OPEN ENGLISH CUSTOMER? ................................................... I.III THE THREE BRAND TRAITS : FUN - HUMAN - ACHIEVABLE ................................................................ I.IV BRAND PROMISE ....................................................................................................................... I.V OPEN ENGLISH TV COMMERCIALS : THE FACE OF OPEN ENGLISH ...........................................
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C H A P T E R I I B R A N D VO I C E II.I VOICE EVOLUTION IN CONTEXT FROM ADVERTISING TO SOCIAL MEDIA ............................ 60-65 ....................................................................................................................... 66 II.II TRADEMARK USAGE II.III GLOSSARY, METAPHORS, INSPIRATION AND SAMPLE ......................................................................... 67-70 II.IV WHAT TO AVOID 70 .......................................................................................................................
CHAPTER III ANNEX III.I EDITORIAL HANDBOOK : GRAMMAR, DO’S AND DON’TS .............................................................. 65-75 III.II ON TRANSLATION: SPANISH AND PORTUGUESE ................................................................................. 73-83
open english the style guide 5 0
FO FR OERWO E WO RD RD Brand Brand experience experience cancan only only be be successful successful with with a unifying a unifying identity identity thatthat encompasses encompasses andand defines defines thethe personality personality of aofcompany. a company. Brand Brand experience experience is that is that unmistakable unmistakable recognition recognition of aofproduct a product when when youyou seesee an an ad ad or read or read a blog. a blog. At Open At Open English, English, wewe areare determined determined to put to put ourour brand brand to the to the service service of our of our students. students. WeWe strive strive to make to make their their dreams dreams happen happen by by bringing bringing hope hope andand opportunity opportunity to them. to them. With With oneone look look andand oneone voice, voice, wewe cancan achieve achieve it. it. We’re We’re flipping flipping thethe pages pages andand entering entering a a new new chapter. chapter. TheThe Open Open English English tone tone hashas been been heard heard andand cheered, cheered, andand in this in this book book you’ll you’ll learn learn how how to fine-tune to fine-tune thatthat voice voice andand recreate recreate its iconic its iconic sound. sound. OurOur drive drive is is contagious: contagious: it inspires it inspires achievement, achievement, celecelebrates brates modernity, modernity, andand brings brings us us closer closer to to ourour audience. audience. LetLet thisthis be be your your guide guide to success. to success.
Editor’s note: As much as we want this Book to be the Open English Bible, there’s an exception to every rule and, creatively, we’re allowing quite a few. For artistic licenses, creatives have to learn the rules before they can break them. Contact the Copy Team if you are in doubt as to where your creative license ends, and our constraints begin. Happy reading!
BRAND PERSONALITY 0 openenglish the visual style guide
BRAND PERSONALITY
WHO WE ARE TARGET AUDIENCE BRAND TRAITS
BRAND PROMISE TV COMMERCIALS
I BRAND PERSONALITY I . I W H O W E A R E - A N D W H O W E A R E N OT Open English is the most human and effective way to reach fluency in English by joining an award-winning 12-month online course. In fact, Open English is the best way to learn English, period. It has revolutionized the E-learning experience for Latin American users and it’s ready to go beyond those borders. Open English has adopted a unique method: a holistic approach to learning English that allows the student to immerse in not only the idiomatic and grammatical nuances of the language, but also to do so with the confidence of communicating orally. Practice makes perfect, and that’s the key to fluency. With the best speech assessment and voice recognition technology available, with the most grammatically sound course content, and with the most interactive platform yet, Open English takes them there. Open English is NOT: 1. A supplemental learning solution/ A slick ESL tool. 2. Crash course or a quick fix 3. Extra English practice 4. Only for the upper class, those that can afford a private instruction. 5. Artificial Intelligence —just an automated CD-ROM. Open English IS: 1. The whole package. Everything you need to learn English. 2. Assessment. Competency. Skill-based learning. 3. The cool, sophisticated and fun way to learn. 4. For the working middle class. 5. HUMAN. We love people. For our target audience, English is not a commodity, but a requirement for success, and an economic tool that can be used to "take them places." English provides not only a wider understanding of the world, but it also offers the opportunity for people to become part of an ever-growing financial market.
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BRAND PERSONALITY
WHO WE ARE TARGET AUDIENCE BRAND TRAITS
BRAND PROMISE TV COMMERCIALS
I . I I TA R G E T AU D I E N C E : W H O I S T H E O P E N E N G L I S H C U S TO M E R ? Open English students are aspiring and ambitious self-starters mostly between 30 and 45 years of age. They want more value for their money and they are searching for the tools to reach their goals. Most of these students have already tried English classes, but haven’t succeeded. Open English is the ultimate destination where students won’t have to look any further because we’re IT.
I.III THE THREE BRAND TRAITS: F U N - H U M A N - AC H I E VA B L E Fun: Education doesn’t have to be dull. Open English’s motto has been to offer a learning environment that thrives on entertainment. Our character is fun and informal in the façade, while gaining on structure and substance as the students immerse deeper into lesson content and curriculum. Learning isn’t a chore with Open English. New, interactive, and entertaining content keeps the experience fresh. For copy purposes, keep in mind that humor is subjective. What is fun to our culture might not be fun to our audience. Therefore, always research what makes fun and interesting topics for audiences in emerging countries. Human: Although Open English is an online learning platform, the human element is the core of its success. The Open English student interacts with people, rather than with automated software. This trait is cultivated by focusing on human interaction like no other online school. In Andres Moreno’s own words: ”Each student has an advisor that checks on them like a trainer in a gym would.” These personal advisors, the teachers, and the support team put a face to the brand. Copywriters should use a language that portrays our school and teachers as approachable, and not formal or conservative. Feel free to appeal to pathos, and be sensitive to their reality and dreams. 1162 open english the style guide
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BRAND PERSONALITY
WHO WE ARE TARGET AUDIENCE BRAND TRAITS
BRAND PROMISE TV COMMERCIALS
Achievable: Open English gives its students a possible and feasible goal, its promise is not one of immediate fluency; it takes one year to attain it. English proficiency and, eventually, fluency are achievable through the method that Open English puts forward. It is based on plausible dedication and attainable results. The student knows s/he will not fail with Open English. We provide tools that extend language learning beyond the website. Use encouraging and motivational words in such a way to convince the audience that it is possible to achieve their goals. Focus on positive subjects (i.e. fun imagery and expressions, instead of negative references and comparisons).
I.IV BRAND PROMISE FLUENCY GUARANTEED Our tagline further enhances the Open English experience, and captures the company’s attributes. The current tagline is so powerful it can work as a stand-alone slogan. This is how we have differentiated the brand from the competition. There are three elements working here that, when combined, make up our “rock-star” tagline: mission, promise, and brand focus. Fluency is the ultimate goal of any language learner, and this is exactly what we’re giving them. We are the ultimate destination for English learning, not just a road to learn it. Our Brand inspires. Our People empower. Our Product works.
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BRAND PERSONALITY
WHO WE ARE TARGET AUDIENCE BRAND TRAITS
BRAND PROMISE TV COMMERCIALS
I .V O P E N E N G L I S H T V C O M M E R C I A L S : T H E FAC E O F O P E N E N G L I S H . The series of TV ads that has secured Open English’s success online are the bait that captivates potential students, and the façade that embodies Open English’s public persona. The videos are amusing, yet informative; they have tackled the Latin American sense of humor and charmed our audiences, from Yucatan to Patagonia. They are the students’ first encounter with the brand. As informal and casual that the ads might be, Open English is an educational institution. For many, learning a new language can be intimidating and challenging. The Open English commercials appeal to those emotional hindrances and experiences, and they also show Open English as the solution to overcome the obstacles presented by traditional learning settings.
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05 openenglish the visual style guide
BRAND VOICE
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
I I B R A N D VO I C E SETTING THE OPEN ENGLISH TONE: COOL AND SOPHISTICATED. Open English has a fresh voice that is sophisticated, but not pretentious. It is friendly, welcoming, and cool. Remember: simpler is better.
I I . I V O I C E E VO LU T I O N I N C O N T E X T The Open English voice evolves through four stages of (audience) proximity, adapting to different environments in order to adequately target consumers. While there is plurality within the voice, there is also a common thread that can be discerned in every stage the voice performs, and which keeps its backbone aligned. - First impressions (Façade): Open English’s outrageous videos set the tone for what our potential students think of us, and how they view our online learning platform. The voice is simple and fun, as discussed in Chapter I. - Website: This is where we lure the students to join the Open English family; we want the .com site voice to be highly marketable, sales-motivated and sophisticated. Here we want to convince through facts. The new Open English website is an intuitive high-performance platform that has been developed to include the best-quality lesson content packaged on a sleek, sophisticated, interactive interface. The language within the openenglish.com site shall match its look, by adopting a seductive tone fueled by cosmopolitan grace: a smart voice with a fresh twist. - Open English Blog: Blogs are conversation starters. Here, the style and tone is interactive and the length is brief. You don’t want to lose the reader by inserting big words just to seem intellectual. Ultimately, the goal is to get readers to post a comment. - Lessons are one of the many vehicles we use to carry students towards English fluency. This is the area where students delve deeper into language learning. The tone here is academic and sophisticated. While the lessons are challenging, our lesson developers, psycholinguists and language experts have made sure to create a content that is engaging, witty and, mostly, educational –thus warranting our fluency guarantee.
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BRAND VOICE
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
T W I T T E R , FAC E B O O K , A N D OT H E R S O C I A L M E D I A Social media such as Twitter and Facebook are used to express the Open English personality to its thousands of fans while providing a call-to-action. The tone must be kept light, fun and humorous, without being too over-the-top. Resort to student-like camaraderie, which encourages a sense of belonging and inclusion. Keep tweets under 140 characters. Twitter Samples:
™
™
™
™
™
™
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VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
FAC E B O O K S A M P L E S : ™
TM
™
™
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VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
EXPERIENCE THE OPEN ENGLISH VOICE FIRST HAND IN THE F O L LOW I N G S I M U L AT E D W E B PAG E S
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BRAND VO I C E
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
S I M U L AT E D W E B PAG E S
Anywhere.
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VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
OT H E R O N L I N E A N D O F F L I N E A P P E A R A N C E S MICROSITES They follow the oe.com tone with a hint of originality, whenever possible.
LEARNING PLATFORM The tonality should be fresh yet instructive.
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BRAND VOICE
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
W E B M A R K E T I N G : S E O TO O L S Search Engine Optimization can have immediate impact on website performance, traffic and search engine rankings. You may use online tools available to develop relevant keywords (e.g., Google’s AdWords). SEO texts should be informative and playful. It is imperative that keywords and phrases are used, and repeated throughout the text, while finding a balance of tone between the website voice and the blog voice. These words must describe the Open English product and its services. Success is all in the details. High-traffic English keywords include, but are not limited to: Open English, Learn English, How to learn English online, English course, English classes, and Online English.
S LO G A N S , S T R A P L I N E S , E T A L . These are vital carriers of a brand’s voice, a condensed persuasive message summing up the brand’s promise in a memorable line, sometimes accompanied by a secondary heading. We want these to be smart, cool and simple. Stay away from big words and affected phrases. So far as possible, keep in mind their malleability for translation into Spanish and Portuguese.
I I . I I T R A D E M A R K U S AG E Always use Open English in two words, separated by space within a text block (this also applies to usage in Social Media). Always use the complete spelled-out name, no abbreviations (i.e., Open English, not OE). Refer to the Brand Style Guide for use of the logo. The Open English trademark rule applies to all languages. Examples: “Open English is the leading online English platform worldwide.” “Welcome to Open English.”
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VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
I I . I I I G LO S S A R Y, M E TA P H O R S A N D I N S P I R AT I O N When thinking of the Open English lexicon, think of terms that evoke a feeling of accomplishment and success. In an ocean of words, we want to be carried away by this current:
ASPIRATIONAL cool approachable
excellence
INSPIRING honest
service superior
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leader
interactive
successful technology
COMMITTED
BRAND VO I C E
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
empower EDUCATIONAL FUN global innovative iconic multimedia learning REVOLUTIONARY values experience LIVE dedicated imaginative open english the style guide
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VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
ON HUMOR To keep those customers interested, do rely upon humor. Find absurd, unexpected, original imagery, unlikely situations, and surreal evocations through details. But above all, keep in mind the tone that each scenario requires (website, social media, learning platform, etc.). Allude to what Open English’s strengths are: -New method vs. traditional method. Open English is trendy and hip vs. old fashioned and outdated. We don’t have books, but interactive multimedia content. -Attainable goal: Open English is available online and it’s affordable for everyone. In today’s globalized market, English is a necessity. Open English makes fluency attainable through 24/7 availability and affordability with the Latin American consumer in mind. -Aspirational -Native English-speaking teachers
W H AT I S ‘ O P E N ’ ? Let yourself be inspired by the meaning of open. These synonyms and verbs work beautifully for advertising purposes. Use them!
o·pen /’ōpen/ Completely free from concealment : exposed to general knowledge. Adjective Allowing access, passage; not closed or blocked up. Synonyms adjective. frank - overt - candid - public verb. unfold - begin - start - unlock
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BRAND VOICE
VOICE EVOLUTION TRADEMARK
GLOSSARY, METAPHORS, ETC. WHAT TO AVOID
On-the-go learning: from the comfort of a home or an office. Anytime. Anywhere. Positive encouragement of students through live classes, multimedia content and native speaking teachers. English for practical use, which can be customized to individual needs and preferences. Native speakers for the best accuracy and fluency. Guaranteed. Allow yourself to be playful with the ‘open’ in Open English: “There’s a whole new world of English waiting for you. Open it today.”
I V W H AT TO AVO I D Open English’s voice strives at originality. Stay away from marketing clichés and expected imagery. Be creative! -Avoid repetitive use of the imperative, too many exclamation points, abstract words, cheesy slogans, etc. -Avoid too many adjectives, especially those that are superfluous and pretentious. If there’s a simpler word that will do the trick, use it instead. -Avoid humor that relies on pop culture or celebrity references. -Avoid calling out humor with devices such as quotes, parentheses, and adding language that draws attention to the joke. -Avoid misogynistic, racist, sexist, sexual, religious and other socially-alienating jokes, comments, and references.
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ANNEX
05 openenglish the visual style guide
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EDITORIAL HANDBOOK ON TRANSLATION
I . E D I TO R I A L H A N D B O O K DO’S AND DONT’S FOR OPEN ENGLISH’S USE OF LANGUAGE - ON AND OFFLINE Adapted from the Style Guide for LP 2.0 Lesson Developers from Open English’s Academic Department. Any written material in Open English should follow the Associated Press (AP) style guidelines. The major categories are listed below.
CONTENTS Acronyms and Alphabetic Abbreviations Apostrophe Clauses:That/Which/Who Contractions Conversions Dates/Years Fractions Money Names Numbers Percentages Phone Numbers Plurals and Possessives Punctuation Register Time Titles, General Titles, Magazines/Newspapers Titles, Music/Songs Titles, Academic Titles, Military U.S./United States Regions of the U.S. (capitalization) State abbreviations Spacing Technology/ E-terms 1151
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.............................................................................................................. 66 .............................................................................................................. 66 .............................................................................................................. 66 .............................................................................................................. 66 .............................................................................................................. 67 .............................................................................................................. 67 .............................................................................................................. 67-68 .............................................................................................................. 69 .............................................................................................................. 69 .............................................................................................................. 70 .............................................................................................................. 70 .............................................................................................................. 70 71 .............................................................................................................. 71 .............................................................................................................. 71 .............................................................................................................. .............................................................................................................. 72 .............................................................................................................. 72 .............................................................................................................. 73 .............................................................................................................. 73 .............................................................................................................. 73 .............................................................................................................. 74 .............................................................................................................. 74 .............................................................................................................. 74 .............................................................................................................. .............................................................................................................. .............................................................................................................. ..............................................................................................................
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AC R O N Y M S A N D A L P H A B E T I C A B B R E V I AT I O N S
Spell out on first reference, with acronym in parenthesis, no periods. Right: Unidentified Flying Object (UFO) Use acronym in subsequent references. Right: UFO reports are common in New Mexico.
APOSTROPHE No apostrophe with year ranges. Right: 1960s Wrong: 1960’s No apostrophe with acronyms or alphabetic abbreviations, unless it is used as a possessive. Right: That family has five TVs. Wrong: That family has five TV’s Right: The TV’s reception is not clear.
C L AU S E S : T H AT / W H I C H / W H O Remember that essential clauses do not need commas. Non-essential clauses take commas. Right: The meeting that was to be held at Jaguar was cancelled. Right: Andres Moreno, who is our CEO, may come to the meeting.
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C O N T R AC T I O N S Use contractions unless a more formalized construction helps clarify or emphasize a point. We want OE lessons to maintain a conversational tone. Beginning levels will explicitly teach contractions. Subsequent levels may include them without explicit instruction.
CONVERSIONS With weights and measures, present American measurement with metric in parenthesis. Right: 25 miles (40.23 kilometers)
DAT E S / Y E A R S Level 1 will explicitly teach dates and years. In Levels 2-8, use the following abbreviations for months when followed by day in text. Jan. | Feb. | March | April | May | June | July | Aug. | Sept. |Â Oct. | Nov. | Dec. Spell out the name of the month when using it alone or with a year alone. When using a month and a year only, do not separate with commas. When a phrase is used with a month, date and year, set both the date and year off with commas. Right: January 2002 Right: Jan. 13 Right: Jan. 13, 1990 Right: He was born (on) Jan. 13, 1990, in Miami, Florida.
When referencing a span of years, use a hyphen and drop the first two numbers of the second year. If the years span a century change, use all four numbers of the second year.
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EDITORIAL HANDBOOK ON TRANSLATION
Right: 1979-81 Right: 2002-04 Right: 1979-2002 To describe sequences of dates or inclusive dates, use a hyphen (with no spaces between the hyphen and the characters) instead of the word “to” or “through.” Right: 1979-81 Right: 2002-04 Right: 1979-2002 To describe sequences of dates or inclusive dates, use a hyphen (with no spaces between the hyphen and the characters) instead of the word “to” or “through.” Right: The box office is open Monday-Friday. Right: The performance will run Sept. 14-22. Do not use suffixes with dates in text. Right: I was married on Dec. 23, 2009. Wrong: I was married on Dec. 23rd, 2009. Use an “s” without an apostrophe after the year to indicate spans of decades or centuries. Avoid using an apostrophe before the year when first two numbers of the year are omitted. Right: The museum was built in the 1930s. Wrong: The ‘60s were at time of peace, love, and happiness. Better: The 1960s were a time of peace, love, and happiness. Use an apostrophe after the year for possessives. Right: John Lennon’s death was 1980’s biggest news story.
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F R AC T I O N S Spell out fractions less than one, using hyphens between words. Use numbers for precise amounts larger than one (1.5, 2.75, etc.). Right: one-half, two-thirds Right: 1.5 liters
MONEY Use the dollar sign and numbers. Do not use a decimal and two zeros. Right: $150 Right: $150.25 Wrong: $150.00 Use the comma in dollar amounts in the thousands. Right: $1,000 Wrong: $1000 For dollar amounts beyond thousands, use the dollar sign, number, and appropriate word if the amount is part of a text. Right: $14 million Wrong: $14,000,000 Use large numbers (beyond thousands) in comma form if they stand in isolation. Right: $14,000,000 (fourteen million) Right: $14,500,000 ($14.5 million)
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NAMES Double check spelling of names with original source. Do not use any diacritical or accent marks because they cause garble for some users. Right: Andres Moreno Wrong: Andrés Moreno Right: Nunez Wrong: Núñez
NUMBERS Spell 1-10 and use numerals for 11+. Right: The lady down the street has three cats. Wrong: The lady down the street has 3 cats. Right: The lady down the street has 12 cats. Always use figures for ages, percentages, equipment specifications, and sums of money (when using the symbol “$”). Right: She has a daughter, 2, and a son, 8. Right: 8 megabytes Right: Minimum wage is less than $8 an hour. Spell out the number at the beginning of a sentence unless it’s a year. Right: Twenty birds were eaten by the alligator. Better: The alligator ate 20 birds. Right: 1970 was an important year.
P E R C E N TAG E S Always use numerals and spell out the word “percent” in text. Use the percent symbol (%) in charts or figures. Verb agrees with object of the preposition (see example).
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Right: Only 11 percent of the community voted. Right: He fears that 50 percent of the membership is quitting. Right: She hopes that 50 percent of the members are quitting.
PHONE NUMBERS Use area code before phone number. In general, do not use parenthesis with area codes in a sentence. You may use parenthesis in isolation if demonstrating both forms. Right: 940-594-4940 Right: Please call me at 940-594-4940.
P LU R A L S A N D P O S S E S S I V E S Form plurals and possessives of proper names that end with “s,” “x” and “z” like this: Right: Burns’ poems Right: Marx’s theories Right: Savitz’s holdings
P LU R A L P O S S E S S I V E S : Right: the Jones family’s reputation Right: The Joneses’ reputation
P U N C T UAT I O N Comma: Use serial (Harvard) comma with list of 3+ Right: X, Y, and Z Wrong: X, Y and Z
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S E M I - C O LO N : Right: I like chocolate; however, Joe likes vanilla. OR I like chocolate. However, Joe likes vanilla. Wrong: I like chocolate, however, Joe likes vanilla. Right: We don’t have fried fish. We do, however, have a delicious baked fish.
REGISTER Avoid formal register (“whom”, “To which recipient is this package intended”, etc.) unless lesson objective is to illustrate formal use.
TIME The following guidelines apply to times presented in text (in the body of a sentence or paragraph). Use lower case with periods for “a.m.” and “p.m.” When writing a time that falls on the hour, do not use “:00.” Simply state the hour with “a.m.,” “p.m.” or “o’clock.” Use “noon” and “midnight,” never 12 p.m. or 12 a.m. Right: 3 p.m. Right: 3-5 p.m. Wrong: 3:00 pm Right: 9 a.m.-5 p.m. Right: Noon-1 p.m. Wrong: 3 p.m.-5 p.m. Wrong: 12 noon Right: The concert begins at 8:30 p.m. Right: The concert begins at 8 o’clock.
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TITLES, GENERAL Put quotation marks around the official titles of books, chapters of books, movies, plays, poems, songs, television shows, episodes of television shows, magazine articles, and speeches. Do not underline. Right: My favorite movie is “The Sound of Music.”
BOOKS Use quotations for book titles, unless they’re reference books. Use italics for titles of books that are collections of works or proceedings (including journals). Use quotations for book chapters or individual selections. Right: Every year, new words are added to the Oxford English Dictionary.
T I T L E S , M AG A Z I N E S / N E W S PA P E R S Capitalize the name but do not place it in quotations or italics. Do not capitalize “magazine” unless it’s part of the publication’s title or masthead. Right: Time magazine, Newsweek magazine Capitalize the word “the” only if it’s part of the title. Right: The New York Times, The Wall Street Journal
TITLES, MUSIC/SONGS Use quotations around song titles. Right: Michael Jackson’s “Thriller”
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T I T L E S , AC A D E M I C Do not use academic degrees after names. Abbreviate ‘doctor’ when applicable. Right: Dr. Nicole Wilson Wrong: Dr. Nicole Wilson, Ph.D.
T I T L E S , M I L I TA R Y Capitalize and spell out military titles when used before a person’s name. Do not abbreviate military titles unless it is relevant to the lesson objective. Right: Captain Don Johnson, Lieutenant Jim Jones Wrong: The Captain said we will land in 15 minutes.
U. S . / U N I T E D S TAT E S Use “United States” on first reference. Write “U.S.” or “USA” in second reference and thereafter. Be consistent with your choice. Avoid “America” as it creates sensitivity with those who live in the Americas.
R E G I O N S O F T H E U. S . ( c a p i t a l i z a t i o n ) Region names are capitalized when they stand alone and are widely understood to designate a specific geographic area. Right: western Texas Right: the West Coast, the Midwest Right: the east coast of Florida, the midwestern United States Right: South Florida, West Texas
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S TAT E A B B R E V I AT I O N S Do not use postal abbreviations in your text. Spell states, unless state abbreviation is part of objective. Right: He’s from New Orleans, Louisiana. Wrong: He’s from New Orleans, LA.
S PAC I N G Sentence: Single space after period. Line: Line spacing will vary by design.
T E C H N O LO GY / E - T E R M S New tech words are always popping up. When in doubt, use the AP Style Guide. dial up (verb) dial-up (adjective) account email (no hyphen) Internet (cap “I”) log in (verb) login (noun) log out (verb) logout (noun) multimedia (one word, no hyphen) Net (cap “N”) offline (one word, no hyphen) online (one word, no hyphen) website (one word, lowercase "w")
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EDITORIAL HANDBOOK ON TRANSLATION
I I . O N T R A N S L AT I O N The translator has freedom to adapt original content by transcreating concepts rather than translating texts literally. S/He must be a copywriter, imaginative and resourceful in extrapolating the message and finding equivalent meanings within specific geographical contexts. Copywriters and translators must follow the Style Guide and abide by the preferred tone and voice, while retaining the creative license that will allow them to produce engaging and fun content. Refer to the grammatical first choices as listed in the Style Guide for each particular language. Translations for Open English must be attentive to a multilingual audience and to quality assurance procedures. Open English Copywriters will set the standards for translations and for language style. Translators and Copywriters at Open English understand that translation is not just a compliance, but also an instrument to influence markets. The wording should be as clear as possible, and not too formal. Some critical steps are involved, as follows: a) Accuracy. Spoken and written languages can be two entirely different things. Whenever written language is used, Open English writers and translators will ensure that the grammar rules and standard vocabulary are being followed. Use engaging, grammatically correct sentences with an advertising tone. Portuguese translators must follow the new Portuguese Spelling Agreement of 2009. The “Manual de Redação e Estilo” (Manual of Style in Writing) of the Brazilian Newspaper “O Estadão”, will be adopted as the Portuguese Style Guide. The guide is available online at http://www.estadao.com.br/manualredacao/ Spanish translators must follow the EFE Agency Style Guide and Fundeu (Fundación del Español Urgente), please refer to the translated version of this Style Guide and the websites below: http://www.fundeu.es/manual-espanol-urgente.html http://www.manualdeestilo.com/
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b) Consistency. The written language should not only be accurate, but also culturally sensitive and audience-appropriate. The voice in Portuguese and Spanish will also follow the Open English traits of being Fun, Human, and Achievable. For more, please follow the tone recommendations in Chapter II of this Guide. When names, taglines, and foreign words are used repeatedly, be consistent by always translating in the same way, and create a Glossary of Terms to be shared for later reference. c) Conversions: Currency, Measurements, and Temperature. Research the foreign trade exchange to provide an accurate amount, if the equivalent money is required in the translation, otherwise emphasize that the amount referred to is in American dollars. The site http://www.x-rates.com/calculator/ can be used as a resource to convert the currency.
Latin America follows the metric system. The site http://www.calculateme.com/Length/index.htm can be used for measurement conversion. The temperature in Latin America is measured in Celsius. The website http://www.timetemperature.com/tzus/time_zone.shtml can be used to convert the temperature to Celsius when necessary in translations.
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ACKNOWLEDGEMENTS
CREATIVE DIRECTOR Seth Travis EDITOR Jocelyn Adele Gonzalez DESIGN Fiorella Jimenez Tennison Zuniga COPY Carlos Omar Gardinet Jocelyn Adele Gonzalez CONTRIBUTORS John Barrientos Mari Brito Craig Brown Elijah Elizee Karina Lange Kristan Taylor
Legal Notice: The content and compilation of content included in this "Brand Book," such as text, graphics, logos, icons, images, and links to any digital download or connection with Open English software are the property of Open English LLC and its affiliate companies. Š 2013 Open English LLC. The Open English name, associated trademarks and the Open English logo are registered trademarks. Unauthorized use is prohibited.
THE
STYLE GUIDE VOL III
TABLE OF
CONTENTS C H A P T E R I O E B R A N D A N D P E DAG O GY G U I D E I.I CONTENT GUIDELINES I.II PEDAGOGY GUIDELINES
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C H A P T E R I I O E S TO R Y G U I D E II.I STORY GUIDELINES II.II CHARACTER GUIDELINES
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98
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CHAPTER III OE CERF GRAMMAR GUIDE III.I CERF GRAMMAR GLOSSARY
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open english content writers guide 9 1
THE B R A N D A N D P E DAG O G Y
GUIDE
THE B R A N D A N D P E DAG O GY G U I D E
CONTENT GUIDELINES PEDAGOGY GUIDELINES
CONTENT GUIDE ALWAYS USE POSITIVE EXAMPLES: Passive voice: NO: My brother was hit by a car. YES: The picture was taken by my brother. WHENEVER PRICES OR SALARIES ARE MENTIONED, BE VERY MINDFUL OF ASSOCIATED ADJECTIVES. NO: I only make $15 an hour. YES: I make $15 an hour. NO REFERENCE TO DRUGS Only reference alcohol if vocabulary absolutely requires it. NO: They partied all night and got really drunk. YES: John didn’t finish his wine; he didn’t want to get drunk because he had to drive. NO GENERALIZED STATEMENTS ABOUT PEOPLE NO: Mexican people like X. American people like Y. YES: Cancun is famous for it’s beaches. America has many national parks. NO RELIGIOUS BIAS NO SEXUAL ACTIVITY NO STEREOTYPING (EVEN IF IT IS TONGUE IN CHEEK) NO: Women do/think X; men do/think Y. YES: John did the dishes. Jane did the laundry. Jane went to work. John went to work. REFERENCES TO A REAL BRAND CANNOT CONTAIN OPINIONS (POSITIVE OR NEGATIVE) NO: Coke tastes good. YES: John drank Coke. NO REFERENCES TO INFIDELITY 93
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THE B R A N D A N D P E DAG O GY G U I D E
CONTENT GUIDELINES PEDAGOGY GUIDELINES
P E DAG O G Y G U I D E L I N E S Adhere closely to the following guidelines in order to uphold OE Brand standards and maximize pedagogical value. All student-facing language must be leveled according to the OE CEFR documents VOCABULARY: Unit vocabulary should be given a contextualized definition accompanied by an image and/or a standard (on level) definition. Use only level appropriate vocabulary and grammar to define and contextualize vocabulary. Hobby: something
Hobby: something people do when they don't have to work. Zack's favorite hobby is surfing.
QUESTIONS Ensure parallel structure of all answer choices. Make sure the questions is actually testing a concept by making sure that all the answer choices must be read and thought about carefully before maing a decision. (consistent lexical categories, parts of speech etc.) Example: The children ______ home. NO: a) went b) ball c) took YES: a) went b) saw c) took open english content writers guide
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P E DAG O G Y G U I D E L I N E S Adhere closely to the following guidelines in order to uphold OE Brand standards and maximize pedagogical value. All student-facing language must be leveled according to the OE CEFR documents QUESTIONS (Continued) Avoid making these errors when formulating questions i . Do not ask students to recall non-grammatical information in an explicit grammar activity. NO: Fear and Loathing in Las Vegas was written by_______________. ii. Do not quiz them on names of verb tenses or other structures. NO: Which of the following sentences is written in past perfect progressive? Which of the following is a prepositional phrase? iii. Do not design questions with no clear right/wrong answer. NO: Which one is nicer? iv. Questions should be concise. NO: Sometimes we like to talk about things that happened before. Think about the following sentences. Which sentences talk about the past?
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P E DAG O GY G U I D E L I N E S Adhere closely to the following guidelines in order to uphold OE Brand standards and maximize pedagogical value. All student-facing language must be leveled according to the OE CEFR documents GRAMMAR i. Grammar explanations should be concise and on level. ii. Break concepts up into several steps in order to minimize page clutter and to chunk concepts to maximize accessibility and retention. iii. All grammar explanations must have multiple example. iv. Avoid using terms like “Zero Conditional”, “Modal Auxiliary”, “Gerunds”, etc. Instead, describe the real life application of the language without referencing the terms. NO: You use the zero conditional when you are joining two clauses, and the second clause is always true (or almost always true) because of what is said in the first clause. YES: When we talk about something that always makes another thing true, we say it like this: If I heat ice, it becomes water. These sentences sometimes start with “if”, but sometimes they start with “when”: When I heat ice, it becomes water. v. Example sentences will become color coded for part of speech in the published lesson. To signify that in the writer's template: bold nouns italicize verbs underline adjectives Mary played the piano
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THE
STORY GUIDE
THE S TO R Y G U I D E
STORY GUIDELINES CHARACTER GUIDELINES
S TO R Y Q U I D E L I N E S Adhere closely to the following guidelines in order to uphold OE Brand standards All OE lesson content will be set in American cities. Each OE Level has a designated city: Level 1: New York City Level 2: Los Angeles Level 3: Miami Beach Level 4: Aspen Level 5: San Francisco Level 6: Washington DC Level 7: Hawaii Level 8: Las Vegas All lessons should be written by keeping in mind that the client base aspires to experience American culture. Locations should be HIP, STYLISH, and FUN. IMPORTANT: It is very important for the vision of the product that the cities and points of interest are weaved into each of the lessons.
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C H A R AC T E R G U I D E L I N E S Adhere closely to the following guidelines in order to uphold OE Brand standards. There are 5 OE Characters: Amy James Zack Katie Anna The purpose of these characters is to provide the writers with a group of likeable, relatable people which they can use in the PREVIEW and DEMONSTRATE portions of the lesson. BACKGROUND All characters work for “Travel N’ Style,” a travel TV show that features popular American cities. SETTING: These locations will be provided in the vision boards for each lesson. They include the following: -Restaurants, cafes, and nightclubs that are hip, colorful, clean, and organized -Historical/famous landmarks in each city -Exciting and unique attractions The show travels to various cities. They highlight the best restaurants, hotels, attractions and famous people. The characters may also celebrate special days like birthdays and holidays together and may feature holidays/celebrations specific to city they are filming. IMPORTANT: There is no strong over arching plotline. The characters are friends and each character has specific qualities, but every interaction should be able to stand on its own. Although they characters may interact with one another, they cannot develop relationships, have children, or change jobs. These are static characters. open english content writers guide
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C H A R AC T E R G U I D E L I N E S Adhere closely to the following guidelines in order to uphold OE Brand standards.
Amy THE HOST Katie the host/ on screen personality (Female) • Visits each city to all the popular attractions, shops and hot spots • On free time she plans parties for friends and clients in the city • Likes listening to music on her MP3 player • Always has her smartphone with her • Knows lots of people in many cities • Likes to dance at parties • Dresses very hip, casual Sleek • Traits: Adventurous, creative, thoughtful, charming
James T H E P H OTO G R A P H E R Joe the Food Critic / On screen personality (Male): • Eats and writes about food the classy, hip, new restaurants in the featured cities • Likes trying new foods • Likes to ride his bike to work • Dresses in hip, business casual • Traits: outgoing, active, passionate about food
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T H E C H A R AC T E R Adhere closely to the following guidelines in order to uphold OE Brand standards.
Katie THE STUDENT Katie the college student (Female) • Aspires to be in the entertainment industry. • Likes to study online • Stays current with pop culture trends • Always has her laptop • Dresses in jeans and nice blouses • Traits: warm, energetic, curious
Zack CHEF AND FOODIE Joe the chef/foodie/on-screen personality (Male): • Eats and writes about food the classy, hip, new restaurants in the featured cities • Likes trying new foods • Likes to ride his bike to work • Dresses in hip, business casual • Traits: outgoing, active, passionate about food
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T H E C H A R AC T E R S Adhere closely to the following guidelines in order to uphold OE Brand standards.
Anna P U B L I C R E L AT I O N S M A N AG E R Anna the public relations manager (Female) • Has invites to all the best events weekly • Attends movie premiers, concerts, and cultural functions • Pop culture fan and expert • Always has her laptop, iPad, phone, glasses, and red liptsick handy • Super Chic Black & White almost always, always beautiful • Traits: Energetic, Hip, Go-Getter
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GUIDE
THE CEFR GRAMMAR GUIDE
CEFR GRAMMAR GLOSSARY
C E F R G R A M M A R G LO S S A R Y This glossary is an attempt to define all the grammar terms used to define our objectives. Our curriculum was leveled using the Common European Framework of Reference for the teaching of languages, or CEFR. 1. Adjectives, demonstrative: we call these demonstrative pronouns and they are this, that, these, and those. Like adjectives, they modify nouns, but they also have singular and plural forms and designate proximity and distance. Example: this bird in the hand versus those two birds in the bush. 2. Adverbs of frequency: Adverbial phrases of frequency describe how often something happens. every morning, every afternoon every day – daily every week – weekly every month – monthly every year – annually every Monday—on Monday once a day twice a day three / four / five times a day all the time 3. Comparatives and superlatives: These are the suffixes added to adjectives to make comparisons and one-up other people: -er and –est. Example: My dog is smarter than your dog. My dog is the smartest dog in the dog park. We also have a few irregular adjectives: good, better, best; bad, worse, worst; far, farther/further, farthest/furthest. 4. Going to: We use this future form to talk about personal plans for the future. The structure is be+ going to+ verb. Example: I am going to visit the Statue of Liberty.
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5. Uncountable or noncount nouns: We can’t count these nouns by putting a number in front of them; they are sometimes called mass nouns but they have several different categories. Examples: rice, sand, money, gold, joy, gas, wine, jewelry. To give information about an amount of a noncountable noun, we have to use quantifiers or count the noun that precedes them. Example: ten gallons of gas; a bucket of sand; two bowls of rice; much joy; a lot of money. 6. How much, how many, and very: How much is used with noncountable nouns: How much money do you have? How many is used with countable nouns: How many sisters do you have? Very is an intensifier and can modify both much and many. 7. I’d like: I would like. This is the polite way to say I want. 8. Imperatives +/- These are used for commands or instructions. There’s no subject. Example: Sit down. Wait for me. Slow down. Do not enter. Mind the gap. 9. Intensifiers, very basic: so, such, too, enough. Examples: We had so much fun (positive). He ate too much (negative). We have enough food (you have what you need). They are such nice people (similar to very). 10. Modals—can, can't, could, couldn't: can/can't are used to talk about abilities now and also to make requests. Examples: I can speak Arabic. Can I come in? Could you help me, please? have children, or change jobs. These are static characters. 11. Past Simple of “to be”: we call this simple past. Example: I was a student. We were 12. Possessive Adjectives: We call these possessive pronouns. Examples: my, his, her, your, our, their. They are referred to as adjectives because they modify nouns – his car, her coat, their problem. 13. Possessives: These are sometimes referred to as determiners or possessive adjectives. Example: Bob's cat.
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14. Prepositions, common: Of course, prepositions occur in prepositional phrases. Common prepositions and their phrases are to, for, from, with; for you, from Mexico, with my sister. 15. Prepositions of place: on, in, under, over, next to, in front of, behind. 16. Prepositions of time: at, in, on. Examples: at 5 o'clock; in the morning, on Saturday. 17. Questions: Wh questions— Why, what, when, and how; also, questions Be and Do questions. Examples: What's your name? How are you? Are you from Venezuela? Do you like jazz music? 18. Present continuous: This verb aspect is also referred to as present progressive. The structure is, present BE + verb + ing, and it usually conveys an ongoing action in the present. Example: They are watching a movie. 19. Present simple: We also call this simple present. The verb is in its present form (no auxiliary or participle attached). This tense conveys a habitual action or something that is always true. Examples: Bob travels a lot. I like coffee. 20. Pronouns: simple, personal: These are the subject pronouns: I, you, he, she, it; we, you, they. 21. There is/are: This structure is sometimes referred to as an expletive or dummy subject. Examples: Is there a bank near here? There are no ATMs. There's a breadstick in my soup. 22. To be, including question + negatives: Examples: We are from South America. No I'm not tired. France is a wonderful country. I am a music student. Are you from Germany? 23. Verb + ing: like/hate/love: These three verbs can be followed by a gerund (verb + ing, nonfinite). Examples: I love traveling. I like driving. I like reading. 24. Adjectives, comparative; use of than: Example: John is more interesting than Bob. 25. Adjectives, superlative; use of definite article: Example: The tango is the most difficult Latin dance.
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26. Adverbs and Adverbial phrases of time: These adverbs and adverbial phrases tell when something happens. Examples: later, now, tomorrow, yesterday, today, on Monday. 27. Adverbs and Adverbial phrases of place: These adverbs tell where something occurs. Examples: here, over there, everywhere 28. Adverbs of frequency: These adverbs tell how often something occurs. Examples: usually, often, never, always. 29. Articles with countable and uncountable nouns: Examples: I'd like a sandwich. I'd like tea, please. (sandwich is a count noun; tea is noncount). 30. Countables and uncountables; much and many: much is used with uncountable nouns; many is used with countable nouns. Enough can be used with either. Examples: much luck; many students; enough time; not enough towels. 31. Future Time (will and going to): Examples: I'm going to meet Bob tonight. I'll invite him to the party. 32. Gerunds: These are nonfinite verbs (not marked for tense).They function like nouns; the structure is verb + ing. Examples: Dancing is great exercise. Bob enjoys reading gothic literature. 33. Imperatives: These are used for giving orders and instructions; they are commonly seen on signs. A2-level imperatives include must. Example: Employees must wash hands. 34. Modals, can/could: These modals convey ability and make requests. Examples: I can juggle. Could I borrow a pen? 35. Modal, have to: This phrasal modal functions like must. Example: I have to take medication daily. 36. Modal, should: This modal conveys strong suggestion. Example: You shouldn't smoke. It's bad for you. 37. Past continuous: We sometimes refer to this verb aspect as past progressive. The structure is Past BE + verb +ing—was sleeping. It conveys a continuous action in the past. Example: It was raining, so we stayed in.
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38. Past simple: We also call this simple past. The structure is verb + ed or irregular past tense of verb if verb is irregular. Meaning-wise, it places an event firmly in the past. We left the auditorium at 10 pm. 39: Phrasal verbs, common: These are also sometimes referred to as particle verbs. He got up really early. Her plane takes off late. 40. Prepositional phrases: place, time, and movement: Examples: He went into the building. Bob arrived at 4 pm. We walked across the parking lot. 41. Prepositions of time: on, in, at: These prepositions are used before days, months, years, and other time words. Examples: He was born in 1982. I'm in the Central time zone. 42. Present continuous: This verb aspect is also called present progressive. The structure is Present Be + verb + ing. It usually conveys an ongoing action in the present. Example: They are watching a movie. 43. Present continuous for future: Same structure; conveys future. Examples: I am leaving tomorrow. I'm meeting Bob at the coffee house. 44. Present perfect: This verb aspect conveys a variety of meanings, all related to the past. A key concept with present perfect is completion. The structure is Have/has + verb + past participle—have given. A. Use it to describe events that happened in the past and are still true now because you can see the result. I've broken my leg. David has painted his house. B. Use it to describe experiences in your life. I've been to New York three times in my life. C. Use it to describe events that started in the past and are still happening now. I've lived in Winnipeg since 1998 (and I still live here). open english content writers guide
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45. Questions: Besides WH questions, we form questions by fronting the auxiliary verb. Examples: Did you pass your driving test? Have you seen my new car? Is Sasha arriving today? 46. Verb + ing/infinitive: like/want/would like: These verbs are called “verbs of preference� and they can be followed by gerunds and infinitives with restrictions. Examples: I like walking in the woods. I like to ride my bicycle to work. I don't like jogging. I would like to take a break. I want to rest now. 47. Wh Questions in past: Examples: When did you arrive? How did you know? 48. Zero conditional: This structure is used when we talk about things that are generally true. We use if/when/unless. This structure is used to talk about something which is always true. It always happens, on the condition that something else happens. Example: If I don't get enough sleep, I'm tired. 49. First conditional: This structure is used to talk about something which will or may happen in the future as a result of something else. Example: If it rains tomorrow, I'll stay home. 50. Adverbial phrases of degree, extent, and probability: These are some common adverbs in this category: usually, extremely, probably, definitely. 51. Broader range of intensifiers, too and enough: Remember, too carries a negative connotation when it intensifies. Example: Texas summers are too hot. Enough can modify a noun and be followed by an infinitive. Example: I have enough time to go on vacation. 52. Comparative and Superlative forms of adverbs: Examples: Paula got ready more quickly than the others. The patient is getting better. Bob worked the hardest. 53.C omplex question tags: A question tag occurs at the end of a statement. Examples: You're coming to the party, aren't you? We're going to dinner tonight, aren't we? 54. Second conditional: This structure is used to talk about imaginary situations and the consequences. Examples: If I had wings, I could fly.
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55. Third conditional: Use the third conditional to talk about past events. Use it to describe what could have happened (event 'b') as a result ofsomething else (event 'a'). However, neither event a nor event b happened. Therefore the third conditional describes hypothetical, imaginary situations. Example: I would've been late if I'd missed that bus. 56. Connecting words expressing cause and effect, contrast: Examples: On the other hand; however; therefore. 57. Future continuous: This verb aspect is also called future progressive. It can convey an action that will be ongoing in the future. Structure: will + be+ verb + ing. Example: I'll be working late tomorrow. 58. Modals: must, can't, deduction: Examples: I don't believe it. It can't be true. You stayed up all night. You must be tired. 59. Modals: might, may: These modals are used to talk about what will possibly happen in the future. Examples: I might be late. We may go to Italy next summer. 60. Modals: will, probably: You can use will and won't with different adverbs to show how probable a future event is. I'll possibly go to the party. I'll probably go to the party. I'll definitely go to the party. Bob will usually dance at the party. 61. Modals: should have, might have: These are sometimes are also referred to as perfect conditionals. should have can be used to express regret about the past – to wish that something in the past had happened in a different way. Example: I should have locked my car. 62. Modals, must/have to: These modals are used to convey obligation and necessity. Examples: I must get my car repaired. I have to buy groceries. I'm out of coffee. 63. Past Continuous: Also called past progressive. Structure: Past Be + verb + ing. Use the past continuous to 'set the scene' of a story before describing what happened. Examples: I was running on Main Street when I saw my friend, Amy.
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64. Past Perfect: Structure: Had + verb + past participle—had taken. The past perfect is a narrative tense. This means it is used when telling a story about the past. With past perfect, there will always be a sequence. Example: They had already paid by the time I asked for the bill. It is not uncommon to insert an adverb like already between the auxiliary and the main verb. 65. Past Simple: Also known as simple past. Structure: verb + ed or irregular past form. Event is firmly in the past. Example: He caught the vase when it fell. 66. Phrasal verbs, extended: These phrasal verbs have parts that can move around. Examples: They made the story up. They made up the story. She switched the light on. She switched on the light. 67. Present perfect continuous: Also called present perfect progressive. Structure: Have/has + Been + verb + ing. Use present perfect continuousin two situations: 1) You started something in the past and you are still doing it now. I've been working all morning (and I'm still working now). 2) You have just finished doing something. The effects of this activity can still be seen. I've been gardening, so my hands are dirty. 68. Present perfect/past simple: These two structures can appear in the same sentence. Example: I've lived here since I was a child. Tom has been traveling since he left the factory. 69. Reported speech (range of tenses): Use reported speech to talk about what another person said in the past. The verb in the sentence may shift to past. Examples: Eve: 'I went to the party on Friday night'. James: 'Eve said that she had gone to the party on Friday night'.
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70. Simple Passive: Structure: Be + verb + past participle—were given. Passive structures may or may not include a by phrase. The child was given a gift by his mother. The passive voice is used: a) When the object of a sentence is more important than the subject: The house was built by John. b) When the subject of the sentence is unknown: This cheese was made in Canada. It is common in journalistic and scientific writing. 71. Wh Questions in the past: Examples: What did you do yesterday? Who did you see at the party? What really happened to Michael Jackson? 72. Will and going to, for prediction: Examples: He will probably become the next president. It's going to rain. 73. Adjectives and adverbs: Some words can be adjectives or adverbs, depending on the context. Examples: Draw a straight line. Straight is an adjective. Bob went straight to work. Straight is an adverb. 74. Attitudinal adverbs: These adverbs can introduce a sentence. Examples: Frankly, I don't mind. Clearly, it's summer. Actually, I do want to join you. Fortunately, there's another cake. 75. Future continuous: This verb aspect can be used to make predictions about the future or describe plans for the future. Structure: will + be + verb+ ing. Examples: This time next year, I'll be working in Japan and earning good money. I'll be visiting my mom on Thursday. 76. Future perfect: Use the future perfect to talk about an event that will be finished and complete before a specified time in the future. Structure: will + have + verb +past participle—will have slept. Examples: This time next week, I will have finished this project.
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76. Future perfect: Use the future perfect to talk about an event that will be finished and complete before a specified time in the future. Structure: will + have + verb +past participle—will have slept. Examples: This time next week, I will have finished this project. 77. Future Perfect Continuous: Use the future perfect continuous to talk about an event that will be in progress for some time before a specifiedtime in the future. Structure: will + have + been + verb + ing—will have been traveling. Examples: You'll have been traveling for 4 days when you get to Bangkok. 78. Mixed Conditionals: Mixed conditional sentences combine two different conditional patterns. Examples: If I hadn't met the nice police officer, I'd have been lost for hours. I would have watched your baseball game if it hadn't been rained out. If I wasn't working in July, I would have suggested we go camping in the Grand Canyon. 79. Modals, can't have/needn't have: We won't worry with this one since it's rarely used in American English, so we needn't have bothered with it. 80. Modals of deduction and speculation: We use should and could for deducing and speculating. Structure: should/could + have. Examples: You should have asked her earlier. It's too late now. He shouldn't have any problem doing such a simple task. (Assumption)The plane should have arrived by now. (Assumption) I knew we might have to pay to get in. The weather could have been worse. You could have told me! 81. Narrative Tenses: These are the grammatical structures that you use when telling a story, or talking about situations and activities which happened at a defined past time. Examples: To help his classmates, Andrew, who was still only 15 years old, began fundraising at his local car wash. Past continuous Antonio was walking away from the crowd when the party started. He was trying to get home but the buses were not running. He was just crossing the bridge when he heard the sound of music He was telling himself to turn around and join the party. Used to We used to play at the park at the edge of the town.
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82. Passive: At B2 level, passive constructions are more complex, and they rarely include a “by-phrase.” Further, the passive can be embedded in a noun clause (3 and 4). Examples: 1. I'm being taught by the best in the business. 2. I was told about the new company. 3. I was being promoted. 4. Did you think that you were being relocated? 5. The new car engine has been found to be very effective. 83. Past Perfect: Structure: Had + verb + past participle—had broken. Past perfect at this level is used in the same paragraph as verbs in the past simple tense, and is often used in the same sentence as a past simple verb. The past perfect describes an event which happened before another event in the past. We use it when we do not want to say the events in the order they happened. Examples: When I'd climbed to the top of the hill, I looked back down and saw something I hadn't seen before. He had had a terrible day up until that point. John got home late because he had gone to the shop on the way home from work. 84. Past Perfect Continuous: Structure: had + been + verb + ing—had been running. The past perfect continuous describes anevent which was in progress for a period of time before another event in the past. We use it when we do not want to say the events in the order they happened. Examples: I was rested. I'd been sleeping for ten hours. Had they been waiting long? 85. Phrasal verbs, extended: Separable phrasal verbs consist of two parts, the main verb and the particle—pick up, drop off. They always require an object. They are often used in informal spoken English. The meaning of phrasal verbs is often completely different from the meaning of the verb alone. Examples: I'll take you up on that offer. Jane likes to make stories up about fairies. Bob threw all of his old papers out.
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86. Relative Clause: Relative pronouns are who, that, and which. There are restrictive relative clauses - they must be included in the sentence and there's no comma separation - and there are nonrestrictive clauses - they can be removed from the sentence and they're separated with a comma. Restrictive: I've lost the books that I borrowed from the library. Where is the man that sells second-hand records? Nonrestrictive: This is my cousin, Verena, who teaches music. Shelly and Byron's poetry, which used to be required, has been dropped from the curriculum. 87. Reported Speech: We use reported speech to talk about what another person said in the past. Examples: She said she'd been waiting for ages. She thought she could do it all herself. They said it should be fun. I told her I had to go. 88. Will and going to for prediction: Besides will and going to for predictions, we also use future continuous. Examples: Jane will be attending Stanford in the Fall. Here comes the bus now. We aren't going to be late after all. Don't worry. He'll be here on time.
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89. Wish/If Only: Some of these samples are also referred to as subjunctive case. The many uses of wish: a) To wish for an ability now or in the future. I wish I could play the guitar! If only I could dance like that! b) To wish that something could be true at the moment. I wish I had long hair! If only I were taller! c) To wish that something was happening at the moment. I wish I was lying on the beach right now! If only I was lying on the beach right now! d) To wish that something kept happening again and again, or to wish it could stop happening. I wish you wouldn't leave so early. If only he would sing at my party e) To wish that something in the past had happened in a different way. She wished she hadn't hurt his feelings I wish I had gotten the tickets earlier. 90. Would expressing habits in the past: Use would to describe things that were true in the past but are not true now. Examples: Every autumn we would pick apples from their orchard. We would eat the sour fruit and come home full. I would always talk to my grandmother when I came home.
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