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2. 2. Every story has a turning point. Is its climax, when thenarrative becomes more intense and emotional.In a detective story, for instances, its usually that specialmoment when all the facts had been established and themystery can be solved. If its a comedy, things will havegone badly for the main character up to the point when thetide will turn and everything will go with the flow.But if the story is about getting it all figured out in Englishand things are already running for the best, the onlypossible change is towards a higher level ofself-consciousness.So here we are, taking Britannia into a higher stage, biggerin size, to reach even more Brazilians, and better inteaching to make English get on their minds.This is the story of Britanniaturning point to cool minds.BRITANNIA The English School Look & Feel for Cool Minds p.04
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4. 4. As time goes by everything tendsAfter 40 years teaching English, we find ourselves morecapable of learning, by listening, and getting in touch withto come clear.other selves feelings. We find ourselves more aware ofour own capabilities.COOLCOOLMINDS MINDSVISION MISSIONTherefore, we want to be recognized as the best EnglishBy offering the best English our students need to know,School of all times in Brazil. Whats so cool about beingabout them and the World and them in the World, like insecond best? their favorite music, movies, books or sports. What the sense of learning a language if it doesnt help you to understand yourself better than ever before?BRITANNIA The English SchoolLook & Feel for Cool Mindsp.06
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6. 6. Here is our new symbol, probably the most significant reflex of Britannias new positioning as a brand. From now on its easier to recognize us. We can let everybody know who we are only by showing our names first letter: As simple as being known can Be. Like a dynamic grid of light, the new Britannia symbol is a representation of a flexible network that reaches everybody, everywhere, making our brand looks as vivid, strong, distinct and clear as a school can be. Nevertheless, as we look inside our inner self, we find much more than a look in our new cool attitude.BRITANNIA The English School Look & Feel for Cool Mindsp.08
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8. 8. Changing for cool, however, isnt just a matter of gettinga new visual identity. For a substantial and effectivetransformation, we need to go deeper, adapting our valuesand personality.We stand for cool because we always want to know whatsgoing on, with our students, in our classrooms, in theworld. When we dont, we sure know how to ask, whatto ask, and in what language.Its easier when the whole world understands you. It gives you a highersense of you. Makes you know who you are and what you stand for.BRITANNIA The English School Look & Feel for Cool Minds p.10
9. 9. Brand ValuesBrand PersonalitySimply put its a matter of self-confidence and looking Four decades of experience gave us a relaxing sense ofto Honesty, Devotion, Efficiency and Simplicity as ourenlightening. We finally know who we are and what it takesultimate teaching rules.to reach a Cool Mind Attitude.BRITANNIA The English SchoolLook & Feel for Cool Minds p.11
10. 10. Got toGot to B BrightB PoliteGot toB Straightforward Got to B CreativeHaving goodunderstanding is thebest way to getthrough. Whatscooler than beingintelligent? In a world where time is To show good manners money, a straightforward toward others is to show approach to a problem is good manners towards you, priceless. in behavior, speech, etc. Whats cooler than being Whats cooler than We need to explore clear? being nice?the power of creating, resulting from originality of thought and expression. Whats cooler than being original?BRITANNIA The English SchoolLook & Feel for Cool Mindsp.12
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12. 12. Above all, from now on werecognize ourselves asThe English School.Not only because we came from the land where thelanguage was born, but also by delivering the best teachingresults in Brazil.BRITANNIA The English SchoolLook & Feel for Cool Minds p.14
13. 13. Brand DescriptionIn good plane English, theres no other School likeBritannia to learn the language of business, science,technology, or, in other words, theres no English Schoollike The English SchoolTHEENGLISHSCHOOLBRITANNIA The English SchoolLook & Feel for Cool Minds p.15
14. 14. Brand StatementWhile others may talk and write, we figured it all out inEnglish We stand for Cool because it gives us the bigpicture, helping us to figure the whole world out.In the end, we stand for Cool because we know ourselvesbetter than ever and, therefore, we trust in the power ofwhat we put in our minds.COOLMINDSBRITANNIA The English SchoolLook & Feel for Cool Minds p.16
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16. 16. Views and ExpressionsAfter all, this is what the new Britannia is all about.We stand for Cool because it goes beyond basicunderstanding to the point where creativity turns loose,and playing with words, senses, references and meanings inEnglish change from a mind challenge to a smile.We stand for Cool because our English lessons begin inour students cooler interests, hobbies and curiosities.And from there, everything becomes much more attractiveand intense to everyone.To understand the whole of this new spirit, the best thingto do is to enter in one of the new Britannia Schools.Everything will start to fit in when you get there.BRITANNIA The English School Look & Feel for Cool Minds p.19
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18. 18. InstitutionalThis Cool Minds l Expression (Institutional) is intended forus to speak our minds everywhere without losing ourpersonality. It speaks up for the brand, mainly when its outof its own territory. In a certain sense, it helps us to gobeyond borders and presents ourselves to the world in themost consistent way.BRITANNIA The English SchoolLook & Feel for Cool Minds p.21
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22. 22. Functional This one goes for guidance. It will help everybody know where they stand and where to go inside our school facilities. This Cool Minds Expression (Functional) is essential to establish and generate an appropriated flux of persons inside Britannia. At the same time, it keeps them in touch with the Cool Mind spirit.BRITANNIA The English School Look & Feel for Cool Mindsp.25
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26. 26. Emotional This Cool Minds Expression (Emotional) is the core of our new language. It will bump into your eyes and, hopefully, into your mind too. Its our challenging and witty way of put it all together. Every corner has its references from the English that makes the world go round. From Cool Rocks, with Beatles, Led Zeppelin and Stones, to Cool Writers, as Shakespeare, or characters like Sherlock Holmes. This Cool Illustrations, the noble part of the new Britannia visual language and expression, are intended to emotionally evolve everyone inside The English School.BRITANNIA The English School Look & Feel for Cool Minds p.29
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34. 34. NOW THAT YOUHAVE THE WHOLECOOL PICTURE,ITS TIME TOGET IT INTOYOUR MIND.RELAX AND MAKEBRITANNIA LIVETHROUGH YOURCOOL MIND.