aiesec brand toolkit v1.0 [july 2004]
TRANSCRIPT
AIESEC Brand Toolkit v1.0 [July 2004]
AIESEC Brand Toolkit
AIESEC Brand Toolkit v1.0 [July 2004]
Agenda
•Why Branding
•AIESEC Brand Promise
•Positioning
•Logo
•Color
•Typography
•Templates
•Brandsite
Why Branding
AIESEC Brand Toolkit v1.0 [July 2004]
What is a brand?
AIESEC Brand Toolkit v1.0 [July 2004]
Why Branding?
•A brand is more than just a slogan – it is the image and
associations we want others to have of AIESEC
•A brand is more than just an image – it is a description
of the organization we want to be
•A brand is more than just a description – it is a choice
to be the organization we have described and to help
others form that image of us
Why Branding?
AIESEC Brand Toolkit v1.0 [July 2004]
Why Branding?
•To be more consistent and credible
•To attract more stakeholders to our organizations and
give us a competitive advantage
•To attract the right stakeholders and to set the right
expectations
•To align and leverage the new AIESEC XP
AIESEC Brand Toolkit v1.0 [July 2004]
AIESEC Brand Promise
What is a Brand Promise?
•A set of elements that give a more complete and
textured description of our brand – in effect our promise
to our stakeholders
•Aspirational – we should evolve our messages and
strategies to meet the brand promise
•An organizational effort – developed in a workshop with
20 countries based on 1000 surveys from 70 countries
and with professional consultation
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
What is our Brand Promise?
•Essence
•Primary Elements
•Secondary Elements
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
AIESEC Uniqueness
•Level of ambition - we want to produce people who will be proactive and positive
forces in society (versus just impacting individuals)
•Develop and Discover - we both develop young people and help them
explore/discover the direction and ambition of their future
•Global Reach – our incredible presence in over 800 universities in 89 countries and
territories
•International Experience - the constant and numerous opportunities to interact and
experience an international environment
•Access - we provide organizations with various points of access to the talent within
our organization
•High-Potential People - we are attracting and retaining high-potential people
•Fun part - it is fun and enjoyable to be a part of AIESEC
•By Youth For Youth - it is a feat in itself and draws a clearer contribution to society
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
Activating Leadership
•AIESEC is the platform - the individuals drive their own
experience
•We help individuals to both develop and discover their
potential
•Our ambition is to develop people that will have a
positive impact on society
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
Global
•We have a tremendous scope with over 700 offices in 89
countries and territories
•We attract and cultivate people with global mindsets
•AIESEC provides a global lifestyle
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
Connecting
•AIESEC connects young people to each other and
organization on a social, interest, and professional level
•AIESEC connects organization to young people - their
talent and diversity
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
Youth Driven
•The way we as young people do things - with passion,
energy, and commitment
•Youth represents the future - which further
communicates our contribution to society
•We are more than your typical student organization
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
Excellence
•Our attitude - that we strive for excellence in all we do,
including our service
•Our people - that we have excellent people
•Our organization - that we are a leading and respected
organization
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
Enjoying
•The fun and spirited side of AIESEC
•That this fun and spirited side is one of the reasons our
close partner organizations and our members are
involved with AIESEC
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
Diversity
AIESEC Brand Toolkit v1.0 [July 2004]
Brand Promise
•Broader concept - includes not only cultures but also
perspectives and people
•We make the most of diversity - celebrating it,
embracing it, creating synergy
•This is an externally relevant concept we can offer to
organizations
•Diversity of perspectives - we do not represent one
point of view
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Global Descriptor
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Reinforces Global and describes nature of
AIESEC experience Most accurate description of the Youth-driven
element of AIESEC brand promise
The international platform for young people to develop and discover their potential
Represents the different opportunities we offer.
It addresses Connecting and brings out the
self-driven aspect of Activating Leadership.
Develop and discover is a distinguishing feature of
AIESEC experience and Activating Leadership
Global Descriptor
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
AIESEC is the international platform for young people to discover and develop
their potential to have a positive impact in society.
•Strongly addresses our essence and each of the
primary elements of Brand Promise
•Hits the main benefit-reason for students joining
AIESEC while being relevant to organizations
•Within written text or spoken communication, we use
the complete sentence of:
It’s Up To You
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
•Simple and powerful way to communicate our essence
as a platform to activate leadership
•Questions sets grab attention and allow use to highlight
different opportunities of AIESEC and elements of the
Brand Promise
•Completes a logical thought with the descriptor
•Versatile to enable MCs and LCs to craft campaigns to
address different needs, stakeholders, and situations.
It’s Up To You – Student Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Are you following the masses or
following your passions?
It’s Up To You – Student Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Are you eating Chinese Take Out or
Dining in Beijing?
It’s Up To You – Student Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Are you reading case studies or
developing global strategies?
It’s Up To You – Organization Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Is leadership in your new hires a
“must do” or a “must have”?
It’s Up To You – Organization Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Are you going after new markets or
bringing them to you?
It’s Up To You – Alumni Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Is AIESEC a part of your past or a part
of your present?
It’s Up To You – AIESEConnect Example
AIESEC Brand Toolkit v1.0 [July 2004]
Positioning
Are your AIESEC friends just
memories or just a click away?
AIESEC Brand Toolkit v1.0 [July 2004]
Logo
Logo Rationale
AIESEC Brand Toolkit v1.0 [July 2004]
Logo
•Developed in 1991 – still relevant and important
•Represents young people heading towards the future,
become clearer in what they want to do with their lives
•It should not be modified in anyway
Color Combinations
AIESEC Brand Toolkit v1.0 [July 2004]
Logo
•Blue Logo on White Background
•Black Logo on White Background (only in b/w print)
•White Logo on AIESEC Blue Background
•Blue Logo on AIESEC Orange Background
Free Space
AIESEC Brand Toolkit v1.0 [July 2004]
Logo
•To protect strength and integrity of logo
•This includes country/LC names, changing background colors, or
adding a shadow.
1 unit = height of people
1 unit free space on the right
½ unit free space on bottom, top, and left
Placement and Size
AIESEC Brand Toolkit v1.0 [July 2004]
Logo
Bleeding off page
Covering 80% of page width
1.5 units from edge of page
8mm on A4
Global descriptor right aligned and same colour as logo
AIESEC Brand Toolkit v1.0 [July 2004]
It’s up to you! Icon
It’s up to you! Icon
AIESEC Brand Toolkit v1.0 [July 2004]
Color
•Important part of brand identity
•Do not change style, language, font,
spacing, or content of the icon
•Recommended placement is on bottom,
half-embedded in orange, and with blue
line
•60% width on posters and ads
•30% width on other templates
•Free space equal to height of text
•In text, use full text and translate only if
meaning is still valid and crisp
AIESEC Brand Toolkit v1.0 [July 2004]
Color
Primary Colours
AIESEC Brand Toolkit v1.0 [July 2004]
Colour
•Consistent color increases greatly recognition and credibility
•Orange and blue supplement well; vibrant and young
•Primary colours should be displayed prominently on all materials
Blue
Orange
PMS 286C
PMS 1235C
CMYK
C 100
M 76
Y 0
K 18
RGB
R 0
G 51
B 153
#003399
CMYK
C 0
M 40
Y 90
K 0
RGB
R 255
G 153
B 51
#FF9933
Stakeholder Highlights
AIESEC Brand Toolkit v1.0 [July 2004]
Color
•Alumni – Maroon
•Students – Green
•Organizations – Light Blue
•Saturations: 100%, 50%, 20%, 15%
•Gives additional consistency and gives
distinguishing and versatility to design
•Should be first color used after primary
colours
Alumni
Organisations
Students
PMS 484C
PMS 313C
PMS 382C
CM
YK
C 0
M
100
Y
100
K 30
RGB
R 151
G 0
B 10
#97000A
CM
YK
C
100
M 0
Y 5
K 10
RGB
R 0
G 152
B 208
#0098D0
CM
YK
C 40
M 0
Y
100
K 0
RGB
R 182
G 200
B 39
#B6C82
7
50%
CM
YK
C 0
M
50
Y 50
K 15
RGB
R 203
G 128
B 133
#CB8085
CM
YK
C 50
M 0
Y
2,5
K 5
RGB
R 128
G 204
B 232
#80CCE
8
CM
YK
C 20
M 0
Y 50
K 0
RGB
R 219
G 228
B 147
#DBE49
3
20%
CM
YK
C 0
M
20
Y 20
K 6
RGB
R 235
G 205
B 207
#EBCDC
F
CM
YK
C 20
M 0
Y 1
K 2
RGB
R 205
G 235
B 246
#CDEBF
6
CM
YK
C 8
M 0
Y 20
K 0
RGB
R 241
G 244
B 213
#F1F4D
5
15%
CM
YK
C 0
M
15
Y 15
K
4,5
RGB
R 240
G 218
B 219
#0DADB
CM
YK
C 15
M 0
Y 0
K
1,5
RGB
R 218
G 240
B 248
#DAF0F
8
CM
YK
C 6
M 0
Y 15
K 0
RGB
R 244
G 247
B 224
#F4F7E
0
General Highlights
AIESEC Brand Toolkit v1.0 [July 2004]
Color
Blue
Orange
PMS 286C
PMS 1235C
CMY
K
C 100
M 76
Y 0
K 18
RGB
R 0
G 51
B 153
#003399
CMY
K
C 0
M 40
Y 90
K 0
RGB
R 255
G 153
B 51
#FF9933
50%
CMY
K
C 15
M
11,4
Y 0
K 2,5
RGB
R 134
G 138
B 186
#868ABA
CMY
K
C 0
M 20
Y 45
K 0
RGB
R 239
G 209
B 150
#EFD196
20%
CMY
K
C 20
M
15,2
Y 0
K 3,6
RGB
R 205
G 207
B 228
#CDCFE4
CMY
K
C 0
M 8
Y 18
K 0
RGB
R 249
G 238
B 215
#F9EED7
15%
CMY
K
C 15
M
11,4
Y 0
K 2,7
RGB
R 218
G 219
B 235
#DADBEB
CMY
K
C 0
M 6
Y
13,5
K 0
RGB
R 250
G 242
B 225
#FAF2E1
•Saturations of primary colours can be
used to give more versatility to our
palette
•For non-stakeholders, they can be first
colour after hard primary colours
•For stakeholders, can be used as
additional color after stakeholder
highlight.
AIESEC Brand Toolkit v1.0 [July 2004]
Typography
Font
AIESEC Brand Toolkit v1.0 [July 2004]
Font
•The consistency of typography strengthens the visual
recognition of our brand
•Arial – for general use and printing
•Verdana – for web
Arial
ABCDEFGHIJKLMNOPQRSTUVXYZ
abcdefghijklmnopqrstuvxyz
1234567890 Verdana ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1234567890
AIESEC Brand Toolkit v1.0 [July 2004]
Creation Guide
It’s up to you! questions
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Choice
•First Okay, Then Better
•Reasonable Gap
•Purpose (brand promise element, opportunity)
•Connection
Basic Guidelines
Creating and Using Images
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Diverse young people showing confidence fun
•Clear space for question set (if used as backdrop)
•Use high quality
•Blue filter for poster/ad/leaflet or front page image
Basic Guidelines
Using Templates
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Used in EPS format – so need graphics program
•Suggested to use vector graphics program, such as
Illustrator, CorelDRAW or Freehand
•Suggested font sizes included
Basic Guidelines
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
Posters
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•With or without image
•With or without sponsors
•Use 3-7 questions per
campaign
•Pick one design per
campaign
Leaflets
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Same as posters
•Can put case studies on
back
Advertisements
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Longer Text
Pamphlets
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Tri-fold
•Alumni, Student, and
Organization version
•Optional Insert for It’s up
to you! question on inside
Brochure
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Two fold
•Alumni, Student, and
Organization version
•Optional insert for It’s up
to you question
Powerpoint
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Alumni, Student,
Organization version
•Co-branding with partners
in text in lower left corner
Newsletter
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Version for each
stakeholder
•Will develop html version
Case Study
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Alumni, Student,
Organization version
•Can be used as a product
sheet
Letterhead
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•Official full color header
•Regular print version in
word
Business Cards
AIESEC Brand Toolkit v1.0 [July 2004]
Templates
•With or without photo
AIESEC Brand Toolkit v1.0 [July 2004]
Brandsite
Brandsite – www.aiesec.net/brandsite
AIESEC Brand Toolkit v1.0 [July 2004]
Brandsite
•Comprehensive site to support education and implementation of the brand
Brandsite – www.aiesec.net/brandsite
AIESEC Brand Toolkit v1.0 [July 2004]
Brandsite
•On-line and more in-depth version of this toolkit
•Downloadable templates
•Sample Content for different templates
•Image Bank
•Advice and hints for developing campaign
•Frequently Asked Questions