Vocabulary The way we communicate the organization is a crucial factor to keep in consideration. Simple tweaks in a few words could dramatically change the way AIESEC is perceived outside. Let`s have a look at the main guidelines. Countries, Territories, Entities‌ Programme, Product, Experience‌
Corporate Communications
AIESEC Brand
Programme, Product, Experience…
As much as we are sure that owning a smartwatch or buying a piece of cake definitely improves our living,we believe that an AIESEC experience is definitely something more than that. This is why we deeply discourage the use of words as product or subproduct”, too connected with material and tangible consumer goods. When referring to GCDP, GIP, TMP and TLP as such, the final“P”stands for programme, and this is the way we should communicate them,both internally and externally. When referring to the single exchange or team experience, we can also use the words “experience” and opportunity .
Countries, Territories, Entities‌
Legal forms aside,AIESEC is a single organization running its activities on a global scale. This is why its strictly forbidden to call Entities as AIESEC XYZ�. The only correct way to position your Entity is as AIESEC in XYZ. AIESEC is currently operating in over 125 Countries and Territories. Given the existence of several delicate di plomatic issues,we never only refer to Countries or Nations, as this will indirectly imply AIESEC taking a political stand in such cases. This is a very sensitive topic, so please pay attention to it especially in your media relations.
Corporate Communications
Our corporate communications should follow the guideline of “change your words, change your worth”,especially in the effort of creating purposeful partnershi ps. We should be aware of the language we unconsciously use and start to understand how to tell the purpose of AIESEC,and the values of our talents and all the programs in a really clear and simple way. The main princi ple should be to use easily understandable, simple and clear words, which are describing our activities in the best way to understand; it is really important to make sure we are not using buzz words, internal slang or abbreviations. We should describe the activities with the intention of our partner to understand what we mean- sometimes this can mean to use wordings which are commonly used by them (for example: talent acquisition). GCDP, GIP, TMP, TLP should not exist for the corporate world, if your entity as an external brand for them. Our partnershi p portfolio consists of different activities and channels for accessing young talents. They range from physical and virtual platforms to the global internshi p program. Throug h a combination of these activities, AIESEC can create a customised solution for a company’s talent acquisition, employer branding and youth engagement objectives.
Introduced in 1991,the AIESEC logo remains a relevant and important component of the AIESEC brand identity. The logo Design shows • Young people gaining definition as they come out of the blue Mass • Young people forming themselves as individuals for the future In short, it represents how AIESEC enables young people to discover and develop their potential and head towards their future with a clearer and stronger vision for themselves. The logo should not be modified in anyway and should always be used according to the guidelines in this section. The Logo symbolizes • Young people shown throug h carrying of book • Walking forward represents walking towards the future • Increasing definition represents forming/developing as individuals • Emerging from the blue mass represents building your own path or moving towards your personal vision. The logo will continue to appear on all AIESEC media and materials in all circumstances.
The refreshed blue logo
The AIESEC logo should be used in two forms only as given above and below
Color Palette These are the colours that you can use along. Dark teal (#0a8ea0) is used within areas of the global site which relate to internships and company partners; red/orange (#f85a40) is used to denote volunteering programmes and NGO partners. The most common use of these colors is for narrow stats panels and also buttons. If you are not sure what color an element should be, make it AIESEC Blue.
The new AIESEC favicon
The background can be of any color but the color of the logo can be only in colors as shown.
Don’ts
Dos
Don`t use any gradient/coloring.
Don`t use transparent letters. The favicon ‘A’ is a small (16x16px) icon seen in some desktop browser windows that is used as an abbreviated form of the logo, consisting of a white ‘A’ on an AIESEC Blue square. A larger version of this (500x500px) is used for social media profiles. Please note that the favicon is not the AIESEC logo, and should only be used for the above two purposes.
You can use any background.
Don`t change the proportions.
How to display the AIESEC logo Where relevant and appropriate, the AIESEC logo will be present on all digital communication, and should not be altered in any way. Across digital, the version of the logo which should be used is the new AIESEC Blue on white, which can be inverted when on a blue background. The logo should not be displayed in any other color. When placing the logo on a page, make sure the logo is surrounded by a safe area which consists only of white or blue space. The width and height of this safe area is equal to the height of the band enclosing ‘AIESEC’.
Fonts to be used: 2. Helvetica/ 3. Georgia 4. Lato
In this “sub-brands era”, it’s very important to keep the customers aware that all the different programmes and initiatives are delivered by the same organization, AIESEC. This would both decrease the risk of sub-brands becoming more popular than AIESEC (very risky for the long-term organizational development), and enable us to engage customers in multiple activities, as all of them will be endorsed by the bigger and historically credible AIESEC brand.
Powered by
Powered by
Powered by
The same color rules as for the logo apply. The text “Powered by” needs to be in the same color than the logo you are using it with. If other formulations than “powered by” would be more effective for your purposes, you can use similar phrases. Whatever you choose, it is required to be in the top-left corner of the logo. If the AIESEC logo is already present in the same material, you can avoid repeating it and just type “Powered by AIESEC” in a brandaligned font. Powered by Don’t place the endorsement phrase (“powered by”) in the center Don’t change the font and /or color of the phrase.
Correct Thailand
AIESEC in Thailand
AIESEC in <LC Name>
Thailand or LC Name
in Thailand or LC Name
in Thailand
AIESECâ&#x20AC;&#x2122;s general brand is the one that needs to be protected first. It is currently properly registered in the EU27 and a lot of other Entities in the network. The Global Plenary allocated a specific fund for trademark registration, as some copyright infringments already took place in the recent past. It is highly recommended that the brand guidelines is strictly followed in the LC marketing activities and everywhere else where the brand comes into play.
National Sub - brands As the organization evolves, sub-brands are becoming more and more relevant to communicate more specific value propositions of each of our ELD Programmes and some specific EwA initiatives. In the next pages you will find explanation for each one of the sub-brands, directions for their implementation and all the editable files to create your own materials. For which concerns deeper levels of branding (the issue- and profile-based brand distinctions), please consider that the new system business intelligence will automatically recommend customers to the experiences that fit their profiles the most,initially filtered by your entity suppliers. This is why we recommend you to put more efforts on issue based branding as the system will guide customers towards the most fitting experiences for them.
What is
?
Jump out is the product that was developed by AIESEC in Thailand for GCDP OGX to be sold to the external network (Exchange Partici pants). This product is just to be used for Exchange Expo and oGCDP Wave Recruitments.
Features of
?
• Product is designed purely on issues. • Every issue has its own target market which will attract youth from every sector. • Marketing strategy can be formulated accordingly for every issue depending upon target market.
Issues
Logo Application
Colors Blue: Web (Hex): #003399 RGB: 0/51/133 CMYK 100/91/6/1 HSB 220/100/60 Lab 25/21/-61
This is the original and official logo for JUMPOUT. We decided to make 3 solid colors for jump out to serve the design. The issue logos have their own color ( yellow, green, dark blue, pink and orange). This are the only variants. You can see them on the next page.
Explanation of the logo The globe represents an international experience. The young man jumping out represents the youth going for a GCDP and jumping out of his comfort zone.
White: Web (hex) # RGB 255/255/255 CMYK 0/0/0/0 HSB 59/0/100
Black: Web (hex) #000000 RGB 0/0/0 CMYK 0/0/0/100 HSB 0/0/0
Logo + Issue
How to make a logo of your issue?
This is another option to use the logo and the issues. This makes the message clearer to the relation between the programme and them. We recommend you to use them for all of your JUMPOUT campaigns.
Transparency between the icon and the circle
Solid color
In Colors
The outside circle Need to be 5mm thick
The icon can have transparent elements
The icon in the middle RGB: 10/49/99 HSB: 214/90/39 CMYK: 100/88/34/24 Code: 0a3163
RGB: 51/130/8 HSB: 99/94/51 CMYK: 81/25/100/12 Code: 338208
RGB: 222/201/59 HSB: 52/73/87 CMYK: 15/15/92/0 Code: dec93b
RGB: 186/39/80 HSB: 343/79/73 CMYK: 21/98/58/7 Code: ba2750
RGB: 223/145/55 HSB: 32/75/87 CMYK: 11/48/92/1 Code: df9137
Typography
In White Novecento wide bold
Novecento wide light
The typography is used only for the logo.You are free to select any typo in your graphic composition,But remember at least use one of the these one. You need to put all the time the icon of the issues in the logo.
Benefits
Value Proposition
personal strengths and weaknesses awareness Personal network of people from different countries and cultures. Entrepreneurial outlook development Opportunity to make a real impact on society International team work experience Project work experience Adaption to the new living and working environment skills Communication skills (both interpersonal and cross-cultural
is an intensive international Volunteer abroad experience that enables You to work on projects that impact social Issues. Empower communities by developing The people and enabling them to develop More sustainable and healthy future.
d
Put your business knowledge to practice: learn and contribute to an NGO or small business abroad with JUMPOUT | Social Entrepreneurship Program
Share and gain experience from a global perspective concerning environmental sustainability issues with JUMPOUT | Environment program
Raise in awareness across the world on Health issue. Teach and learn how to keep fit and have a healthy life abroad with JUMPOUT | Health program
Bring your international perspective on world issues to the classroom: make education accessible worldwide with JUMPOUT | Education program
Share your culture with the world. Break the stereotypes about the world and spread the tolerance among local communities abroad with JUMPOUT| Cultural Understanding Program
Why
?
• Global Leadershi p is the need of the country. (AIESEC can play a direct role in offering programmes which have inherent value propositions based on these lines.) • oGCDP in our reality did not have a brand. It was difficult to explain our product for external partnershi ps. • Product centric and customer centric approach. • The Programme needed a lot of customizability which random selling did not allow.
Our USP (Unique Selling Point) Taglines for • •
• • • • • •
Global Leadershi p. Entrepreneurial Skill Development. International Work Experience. Interpersonal Skills Development. Cross Cultural Understanding & Culture Shock. Add on to CV. Global networking. Travelling.
?
There are other programs in the market which offer international experiences, professional development and leadershi p roles. Our point of differentiation is not only the fact that we provide an amalgam of all of these,it also that our program is extremely flexible and customizable. We give our customer the unique opportunity to design their own global internshi p experience. This is because we provide flexibility in terms of geography and duration as well as a personal manager to facilitate the experience.
Do`s • You can use any background. • Use clear and good quality images. • You can use any colour,just do not change the colour of the logos. • Do not over jazz! Make sure your promotional material (poster,booklet etc.) conveys the true essence and message of a GCDP.
Dont`s • • • •
Do not change the colour of the logos. Do not distort the logo or change the proportions. Do not use any gradient. Jump Out is a product of AIESEC in Thailand. Therefore do not write as Jump Out by `AIESEC in XYZ`. Do not promote it as a Local Product. • LCs should not create specific social media pages for Jump Out.
What is
?
Global Talent is the product that was modified by AIESEC International for GIP to be sold to the external network (Exchange Participants and partner clients). This product is now globally used and is very common in many entities. It is a product that brings out the true value proposition of GIP giving it the professional feel.
Benefits: - Personal strengths and weaknesses awareness - Personal network of people from different countries and different cultures - Professional working experience abroad - Understanding the corporate world from the inside - Professional development in specific fields - Adaptation to the new living and working environment - Improving future chances of employability and work success
Value Proposition: Global Talent enables young people to gain relevant skills for their future careers by working within a global environment within small to medium sized businesses, multinational corporations, and NGOs with an internships ranging from 2-18 months.
Logo:
(dark green, light blue, purple, red, orange and blue) this are the only variants.
Dark Blue and white are the official colors for the simple logo. The profile logos have their own colors (dark green, light blue, purple, red, orange and blue) this are the only variants.
Issues logo:
Our focus is on the three key Global Talent profiles currently available through our supply and demand. If you want to develop further profiles (e.g. Marketing_Sales), please use the logotype guidelines on the next pages after consulting us. The icons are complementary for any graphic composition. You are highly encouraged not to change colors or figures.
How to make your own logo: Logo + Issue:
(dark green, light blue, purple, red, orange and blue) this are the only variants.
This another option to use the logo and the profiles. This make more clear the relation between the program and them. We recommend you to use them for all your campaigns.
Do’s and Don’ts
Signature Powered by
Don’t forget to add the signature. This is going to help us to make more clear the connection between the program and AIESEC.
Don’t forget to add the signature. This is going to help us to make more clear the connection between the program and AIESEC.
While designing,you can make use of banners and dashed lines to make it look simple yet elegant. They can be of any colour and any opacity.
A • • • • • •
I
E
S
E
C
The concept consists of five very simple but strong visual elements that reflect the strength of AIESEC born from the brand attributes: Impactful, Inclusive, Daring, Dynamic, Diverse. The shapes are the simplification of the letters A-IE-S-E-C. However, the shapes are not replacing the AIESEC logo, but support the individual chapters in giving them the creative freedom to PLAY, EXPERIMENT AND CREATE.
The brand shapes can be of any colour and opacity. You can use any color in any tone. If they are solid colors, they need to be separated to identify the different figures. If you are overlapping different shapes, you need to use transparency to identify the different figures. Play with different sizes Don`t change the proportions
Sample designs
• AIESEC logo • Sample poster • Fonts • Jump Out logos • Global Talent logos
hak.mith@aiesec.net
souvik.maity@aiesec.net
vip.t@aiesec.net