brand toolkit
2015 edition
Contents about our brand What our brand is The structure of the brand Mission, ambition and values
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tools for writing Key messages Writing style guide
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tools for design and production Logos 8 Colours 9 Fonts 10 Pictures 11 Environmental guide 12 Reference to existing materials 13
guides for uwc staff and national committees Briefing guide Resources guide
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14 15
about our brand what our brand is Our brand is everything that defines who we are, what we do, how we do it and what we stand for. It is expressed at every point of contact – visually, in writing and in person. It exists within the organisation and externally. It forms first impressions, raises awareness, builds our profile and affects our reputation. UWC is a complex organisation with diverse audiences. By communicating in a consistent way, we present a clear, confident and coherent picture of who we are as a whole. Our core messages, personality and values inform everything that we do. But every school, college, national committee and office also has its own stories, context and audiences. Understanding these and keeping materials fresh and relevant helps us to make our communications effective locally and compelling globally. These guidelines are for UWC staff, volunteers and suppliers. They set out the components of the visual and verbal identity and contain information on logo, template and picture resources. We understand that organisations do not stand still. Fresh communications challenges and opportunities present themselves every day. So if what you need to know is not in this toolkit, please ask. UWC International Office
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about our brand
the structure of the brand
Alumni
National committees
Schools and colleges
At the heart of the brand is the global UWC movement and, operationally, its International Office. UWC education is delivered by its schools and colleges. These sit in their particular national contexts and communities. National committees promote awareness of UWC, run outreach activities and facilitate applications. Alumni can provide success stories, be advocates for the brand and bring knowledge and expertise back into UWC. Partners work with UWC on co-branded projects. All of these are also audiences for the brand.
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Global UWC Movement + International Office
about our brand
mission UWC makes education a force to unite people, nations and cultures for peace and a sustainable future.
ambition
values INTERNATIONAL AND INTERCULTURAL UNDERSTANDING
RESPECT FOR THE ENVIRONMENT
UWC is committed to building communities that are free from prejudice and intolerance irrespective of gender, socioeconomic, cultural, racial, religious or national backgrounds.
UWC recognises our interdependence with the environment and is actively seeking solutions that will contribute to a sustainable future. Our choices and actions will demonstrate this commitment to our communities as well as to a wider audience.
UWC aims to:
CELEBRATION OF DIFFERENCE
• Produce UWC alumni each year who, through their own action and personal example, can become leaders in their communities and demonstrate their commitment to making a positive difference in the world • Become recognised internationally for its distinctive model of education • Provide an example for other schools, educational organisations and governments which recognise the role of education as a force for peace and a sustainable future
UWC consciously creates supportive environments where differences are valued and recognised for the strength they bring to communities.
PERSONAL RESPONSIBILITY AND INTEGRITY Personal responsibility, accountability and integrity are at the heart of the UWC experience. We expect our members, partners and those we work with to behave in a similar way.
MUTUAL RESPONSIBILITY AND RESPECT UWC advocates a collaborative and mutually supportive approach, recognising that respect underpins the smooth functioning of any encounter or team. Those engaging with UWC will find our members dependable and respectful.
COMPASSION AND SERVICE Our actions and language will communicate our compassion and commitment to our communities. We will work at all levels – personally, locally, regionally, nationally and internationally – to do what we can to make the world a better place.
A SENSE OF IDEALISM UWC inspires its members to believe that it is possible to make a difference and will actively seek to work with others who share that belief.
PERSONAL CHALLENGE UWC is committed to the concept of learning through doing and the value of interactions and experience. By taking the initiative and challenging ourselves, we learn about ourselves and those around us as well as developing a sense of responsibility for others.
ACTION AND PERSONAL EXAMPLE UWC believes in the importance of acting on your beliefs and taking a lead role in what you do as well as what you say.
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tools for writing key messages
UWC MAKES EDUCATION A FORCE TO UNITE PEOPLE, NATIONS AND CULTURES FOR PEACE AND A SUSTAINABLE FUTURE Deliberate diversity
Experiential education
Community and Commitment
By deliberately selecting students of different ethnicities, religions and socioeconomic backgrounds.
By believing in experiential education where students learn by doing and value interactions and experience.
Inspiring a lifelong commitment to creating and sustaining supportive and proactive communities who deliver our mission.
1. Our schools and colleges employ different models and are in locations ranging from rural sites to city centres and we actively engage with our surrounding areas and communities.
1. We provide an environment where the expectation to create change is on the students.
1. Our students build a community in their time at UWC and join a fellowship of more than 50,000 alumni, which see the whole world as a global family rather than a grouping of nationalities.
2. We have an extensive programme of scholarships to ensure socio-economic diversity. These include targeted scholarship schemes for marginalised social groups. 3. Our unique national committee system, which has a presence in more than 150 countries, ensures a local context to selection and helps us to achieve our diversity.
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2. Our activities give students a sense of belief in themselves and their peers to create and deliver ideas. 3. We played a leading role in creating the IB and continue to influence its development. As part of our mission for peace and sustainability we help to lead and innovate in education through fields as varied as postconflict education, social entrepreneurship and marine conservation.
2. We nurture the idea of personal and collective responsibility through our extensive service programmes. 3. We encourage a culture of active multiculturalism, where students are expected to bring their cultures and values into the lessons and the everyday life of their school or college.
tools for writing
writing style guide Our communications should be inspiring, positive and motivating, whether we want people to volunteer, donate money, work with us or apply to study at a UWC. People are busy and don’t have time to read pages of text or listen for hours while we gather our thoughts. Our communications should convey that we understand what they need from us and that we have thought about how to give it to them. Before starting, work out what the audience is looking for and once the message has been crafted, check that it meets their needs.
PERSONALITY AND TONE UWC’s personality is evident in the work we do and the way our people speak about the organisation. Expressing our personality in our written materials helps to distinguish us in a crowded marketplace. Used consistently, it will add to our credibility, our reputation and the effectiveness of our communications.
clarity
readability
• Use clear, simple, jargon-free language, avoiding slang, vernacular, or abbreviations that are understood internally but not externally • Be bold, positive and active • Use relevant examples and testimonials • Define and understand the target audience, ‘speak their language’ • If appropriate, keep sentences short, communicating one idea at a time. This makes sentences easier to digest • Create a conversational tone that engages people • Use the full name of the college the first time it is written. Subsequent references can use a shorter version but not initials, except where the initials have meaning to an external audience. For example – first use: UWC of the Adriatic, subsequent uses: UWC Adriatic • For dates, use number and month only – e.g. 4 January or January 4 rather than 4th January or January 4th • Write numbers below ten and use digits for 11 and above • Take care when referring to academic years, remembering that the southern and northern hemisphere academic years differ • Refer to months rather than seasons as seasons vary globally
• Use headings and sub-headings to help the reader navigate • avoid overcrowding: if you have more text than will fit, cut text or increase the number of pages. • Use pull quotes, key points and facts to provide information at a glance • Keep blocks of text short • Provide a clear contact point or call to action
CAPITALisation Where appropriate in your language keep the use of capitals for words and phrases to a minimum and avoid the use of capitals for emphasis. The exceptions are our constituents: College Name or National Committee of Country, and of course UWC.
The UWC personality traits are: • Compassionate • Committed • Passionate • Proactive • Values driven
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tools for design and production logos
For general communications about and from UWC Please use the main UWC logo, which is available in wide and compact forms.
formats
Logo use
Formats available are:
• Please always use a master logo and avoid altering, redrawing or changing the wording on existing logos. If you need a new or amended logo, please contact UWC International Office for artwork. • The UWC name should be used only with the globes • The globes may be used on their own as a decorative device but not in place of the UWC logo, which should always be the main identifier • Allow enough clear space around the logo for it to be read clearly • Avoid placing the logo on detailed pictures or complex backgrounds, as this can make it hard to read
• EPS (vector) for print, signage and display • JPEG for online and document use Within the colour versions, options are:
For UWC school and college communications Each school or college has its own UWC logo.
MOSTAR Logos are available in colour, in black and in white for use on dark backgrounds. They can be obtained from communications@uwcio.uwc.org.
For communications about national committees Each national committee has its own UWC logo.
ESTONIA For partner branding Please use the main logo with partner text.
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WORKING IN PARTNERSHIP WITH
• CMYK for 4-colour printing • Pantone® for 2-colour printing as ‘special’ inks (e.g. stationery and signs) • RGB for online and projected presentations and for Word documents
tools for design and production
colours main colours
Pantone® coated
Pantone® uncoated
2945 C
C
M
Y
K
R
G
B
Hexadecimal
300 U
100
45
0
14
0
100
166
#0064a6
3285 C
3272 U
100
0
50
7
0
150
14
#009b90
secondary colours
7517C
1535 U
0
60
100
44
152
62
9
#983e09
These are for additional use alongside our main colours in creating visual emphasis or backgrounds. Our logos should not be reproduced in these colours.
255 C
248U
51
100
0
25
116
22
105
#741669
7420 C
200 U
0
80
42
20
173
22
68
#ad1644
Both sets of colours may also be used as tints (percentages such as 50% or 25% for a lighter strength of colour).
159 C
717 U
0
66
100
7
222
99
40
#de6328
Cool Grey 11 C
Cool Grey 11 U
0
2
0
68
113
112
115
#717073
Our main blue and green form the basis of our identity and should be used for all organisational communications. These are also our logo colours (Our logo may also be used in black or white when these are not available).
colour formats • Pantone® for 2-colour print • CMYK for 4-colour print • RGB for video and screen • Hexadecimal (Hex) for web
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tools for design and production
fonts
primary font
alternative primary font
generic font for web and documents
For consistency, please choose one of the options shown here as your main font for a print or screen item.
Bliss Light Bliss Regular Bliss Bold
Myriad Pro Regular Myriad Pro Semibold
Arial Regular Arial Bold
Bliss is the font used for our college and national committee logos. There is a range of weights available which may be used for external publications. Designers should either have or be able to purchase the Bliss font.
Myriad Pro can be used as an alternative to Bliss, when Bliss is not available and there are practical or cost barriers to buying the font.
Arial is used for html web text and documents or presentations generated in Word or Powerpoint for education and admin use where universal availability is helpful in achieving a consistent style.
Decorative fonts may be used if appropriate for a particular headline or message – but text should always be in one of our corporate fonts.
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tools for design and production
pictures People are the main focus of UWC and its pictures. The people in our pictures should look active and interested. Our pictures should have a sense of place where possible and they should reflect the diversity of their context. We also use landscape and architecture pictures to set the scene for our stories. Alternatives include illustration or good quotes: powerful words presented well can be as effective as a good picture.
copyright
resolution
Commissioning Agree with photographer/agent: • Copyright • Uses • Usage period and territory • Credits
Web • 72dpi • RGB • Size as required by site/blog
Library pictures Check: • Copyright basis • Any restrictions on use Please avoid downloading pictures from the internet if their copyright and permissions status is unknown.
permission • Check local/international law on permission to use pictures for publicity. In the UK this is required in writing, with permission for children given by parent or carer and forms are normally used unless there is a general notice on display at an event warning visitors of photography or filming • If commissioning photography, check who will organise permission forms • Check if location requires permission for photography/film
Print • 300dpi • CMYK / grayscale • Size as required for page File size does not always indicate physical size. To check in Photoshop, choose ‘image’ in the top menu, go to image size, uncheck ‘resample image’ and change resolution to 300 to see the physical size at print resolution.
cropping and scale • • •
Crop to focus attention on the story that you want your picture to tell Choose the right picture for the size – group pictures are best used big enough to be able to see the people Check for people with their eyes shut, looking away or any other details that you don’t want
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tools for design and production
environmental guide To reflect our environmental values, we recommend considering the environment in planning and producing information and marketing materials.
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media and formats
materials
processes
• If an item does not need to be printed because the audience would prefer the information online, consider using web or email communication • Plan quantities carefully to avoid waste • Where possible, group production together (this can also save money) • Consider whether an item can do more than one job – for instance, a leaflet can be combined with a poster
• If available, choose recycled or other environmentally-friendly materials • Consider durability to increase the life of materials for long-term use • Think about the capacity for your materials to be recycled or upcycled after use • Be creative in looking at alternatives for display such as projection
• Where possible, choose suppliers with environmentally-friendly processes • Ask suppliers if there are alternatives to a specification, for instance different inks or laminates • Consider the journey from supplier to point of delivery
tools for design and production
reference to existing materials
united world
AnnuAl report School yeAr 2010-2011
september 2012
50 years of educating for peace
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Whether online, in print or in other physical formats, our materials should look like part of the same family while enjoying the flexibility to engage with particular audiences. For this reason, we avoid prescriptive design layouts but we advise observing and using the features that UWC materials share:
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925
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In the past five years, Pearson Scholars have earned 925 degrees at 322 universities and colleges in 50 countries (441 have been undergraduate degrees). There have been 11 Rhodes Scholars since 1974.
20 19
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top ten institutions (numBer oF degrees Top Ten Institutions earned) (number of degrees earned) McGill University (48) Harvard University (25) University of Toronto (24) Middlebury College (24) Simon Fraser University (22) Dartmouth College (21) Westminster College (20) University of British Columbia (20)
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february 2013
after completing their university education, many of our graduates choose to work in such fields as healthcare, education, finance and legal, government/ngo/ non-profit and the arts. all are committed to service, with many pledging to dedicate one full year to community service in their lifetime. no matter what they do, Pearson scholars are dedicated to making change happen in diverse and powerful ways.
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This enables diverse materials to do their jobs well while being able to stand together as a body of communications about UWC.
united world
transformational school.
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• A fresh, active look and feel • A boldness of opinion and challenge • Clean, readable layouts that respect the words • Use of transparent panels of colour to hold mastheads, quotes or captions • A common text treatment
canada’s
Princeton University (19) Oxford University (19)
24 22 21
925
20
In the past five years, Pearson Scholars have earned 925 degrees at 322 universities and colleges in 50 countries (441 have been undergraduate degrees). There have been 11 Rhodes Scholars since 1974.
20 19
19 Top Ten Institutions (number of degrees earned) McGill University (48) Harvard University (25) University of Toronto (24) Middlebury College (24) Simon Fraser University (22) Dartmouth College (21) Westminster College (20) University of British Columbia (20) Princeton University (19) Oxford University (19)
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guides for uwc staff and national committees briefing guide Whatever the communications project, a good brief helps us, or your suppliers, to help you. These short briefing checklists are a starting-point for staff and national committees new to commissioning. If you would like more detail or your needs are not covered here, please contact us for advice.
project planning Though it is sometimes possible to produce copy, pictures and design at short notice, planning ahead has several benefits: • Quality • Accuracy, through checking time • Cost, through avoiding ‘rush’ delivery charges and in planning items together to make savings • Choice: more time can offer a wider range of options than last-minute production • Resources: photography at key points in your year, for instance, can build up material for end of year communications If you have a lot to achieve, prioritising can help in delivering the most important items first and developing the rest over time.
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Briefing for copy
Briefing for print design
Briefing for screen design
Who • Who is the audience? • Who might also read it? • Who will edit, proof and approve the copy?
Who • Who is the communication from? • Who is it to? • Who are you competing with? • Who will be involved in the project? • Will it be produced locally or is production part of the project? • Cultural or language considerations?
Who? • Who is the communication from? • Who are your users? • Who are you competing with? • Who will be involved in the project?
What • What is the effect you want this to have? • What message(s) do you want the reader to take away? • What languages need to be considered for translation? • What will the audience’s grasp of the language be? • What should you consider about your audience – internal/external, old/young, specialist educator/layperson etc? Why • Why is it being written? Would a photo or film tell the story better? Where • Where will this be used? (Geographical but also newspapers, social media etc) When • When does the copy need to be ready? • When will it need updating? How much? • Do you have a budget in mind?
What • What is it? • What is the most important message? • Is it a redesign or a new item? • Do you have copy and pictures? • What would you like readers to do? Why • Why is this item needed? Where • How will this item be distributed/shown and will it appear with anything else? When • Is your deadline fixed? • When will your content be ready? • When are you available? How much? • Do you have a budget in mind?
Digital platform • What platform is this for? • Does the site or email structure exist? • Does it need to work for mobile devices? Content • What are users looking for? • Do you have a site map or list of content? Features • Do you need any special features? • Will you update yourselves? How often? Support • Do you need domain/mailing purchase? • Do you have web developers in-house? • Do you need training? When • Is your deadline fixed? • When will your content be ready? • When are you available? How much? • Do you have a budget in mind?
guides for uwc staff and national committees
resources guide
logos Logos are available from communications@uwcio.uwc.org. If contacting International Office for logos, please let us know: • •
Which logo you need Which type of file you need (if you don’t know, please let us know what you’ll be using the logo for so that we can help or whether you would like all of the formats for the logo you need)
artwork for local production artwork templates for adaptation Some of our materials are available as readymade artwork for local printing or templates for local adaptation. The artwork and templates which are available can be found under the PR and Communications sub-heading in the Resources section of the Extranet.
pictures We hold pictures at the International Office gathered and commissioned for our publications. These are currently not searchable online but if you would like us to do an image search for you, please contact us with: • Location • Activity • If you are looking at pictures from a particular date • Any other requirements such as a conversation or a crowd shot • Whether images are for web or print use
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UWC International, 17-21 Emerald Street, London WC1N 3QN Tel: +44(0)20 7269 7800 www.uwc.org The United World Colleges (International) is a company registered in England and Wales and Limited by Guarantee. Company number 908758. Registered Charity No. 313690.