Global Branding Toolkit
1. Overview 2. Logo 3. How to display the AIESEC logo 4. Colors 5. Updated AIESEC Blue 6. Tone of voice 7. Writing for Students 8. Writing for companies/NGOs 9. Writing about AIESEC
1. Overview We started the redesign project by understanding more about the key journeys AIESEC needs people to go on. The design has been simpliďŹ ed to help as many people as possible ďŹ nd what they are looking for.
The theme is easily administered and highly customisable in terms of page structure, images, video and content; you can be creative and tailor it to your local audience.
In order to be cost effective, aiesec new branding has been built as a flexible template. The underlying structure and main navigation should stay the same for all AIESEC entities.
Our approach enables AIESEC Member Committees to consistently communicate the AIESEC vision while making it relevant to each local audience.
2. Logo The AIESEC logo should be used in two forms only, as above and below X
X
Logo surrounded by minimum safe area x
AIESEC favicon
X
3. 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’. 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.
4. Colors
5. Updated AIESEC Blue We have modernized and refreshed the core AIESEC Blue. This process has been driven by consistent feedback from all aspects of the wider AIESEC community. The output has led to a choice of color which represents more closely the youthful, vibrant and modern attributes of AIESEC as an organization. This new AIESEC Blue (#037ef3) is the main color used for the global navigation, buttons and links on the global site. It is also used to relate to content speciďŹ c to AIESEC as an organization, its internal operations, and general student-related activities.
4. Font and typography
Lato is a modern, sleek and exible humanist sans serif font.
5. New digital font The mixture of serif and sans serif fonts which have been used AIESEC for the past few years have been replaced with a more modern sans serif web font family called Lato. Lato’s slightly rounded forms give it a younger, more organic feeling that distinguishes it from many other web fonts while making it easy to read. All weights of font across the website, from headings to body copy and links, are Lato. When preparing content for use across social which drives trafďŹ c into the main site, it is useful to construct this content using Lato. This will generate a more consistent user and brand journey.
6. Tone of voice – general guidelines Generally, you should keep the tone of voice of all content conversational and friendly; refer to AIESEC in the first person (‘we’) and your audience in the second person (‘you’). The first language of all AIESEC communication is American English which may be supported by a number of secondary languages, in order to enable AIESEC to reach a wider audience. No digital content should be led by non-English languages. It is often worth sharing new contentor amendments to existing copy and images among two or three people to check for spelling errors, tone, relevance, comprehension and, in the case of images, appropriateness. Avoid corporate and AIESEC jargon* and keep things simple. If you are unsure whether or not the content you are creating is appropriate for AIESEC, or you need to fact-check something, request support from another member of your MC, or AIESEC International. It may be important to clarify things before publishing them to a wider audience.
7. Writing for Students The majority of AIESEC’s audience is aged 18- 30, fully familiar with digital channels and very willing to engage with relevant marketing. In order for us to reach all current and prospective AIESECers, we need to continue to be authentic, personable and energetic. Special care should be taken to cater to a global audience. Avoid specific cultural references and potentially offensive content.
8. Writing for Companies/NGOs AIESEC works with lots of high-profile organizations, and communication aimed at partners should adopt a professional and trustworthy tone. Take care to use relevant and accurate terminology while avoiding excessive jargon. It is worth noting that many companies or organizations will require sign-off if AIESEC is using quotes from their staff or attributing a comment to them. Such quotes should also be clearly attributed when published online.
9. Writing about AIESEC To an audience who is unfamiliar with AIESEC, the language used for communication should be professional, reassuring, simple and transparent. Communicate AIESEC’s vision in a friendly and concise manner.
10. Example on Social Media
11. Example of an online publication
Thank You!
AIESEC ITESM Monterrey 2015 LCVP Brand Experience Antonio Cรกrdenas comunicaciones.mty@aiesec.org.mx