wse brand guidelines v8

Wall Street English Brand Guidelines

A global brand

1.1 A global brand1.2 One world, one strategy1.3 One world, one brand identity1.4 One world, one brand style

Tone of voice

2.1 Tone of voice

Brand dimension

3.1 Brand overview3.2 Visual toolkit overview3.3 Wall Street English brand values3.4 Brand philosophy

Logo

4.1 Wall Street English Master logo4.2 Wall Street English Master logo / Positive and negative4.3 Wall Street English Master logo / Monochrome4.4 Wall Street English Master logo / B&W4.5 Wall Street English Secondary logo / Positive and negative4.6 Wall Street English Secondary logo / Monochrome4.7 Wall Street English Secondary logo / B&W4.8 Arabic logos4.9 Proportion & exclusion zones4.10 Logo misuse4.11 Logo minimum size

Brand identity

5.1 Logomania5.2 Colour palette5.3 Pantone Coated and Uncoated5.4 Colour proportions5.5 Typeface introduction5.6 Standard font for internal communication and emails5.7 Wall Street English typeface5.8 Typeface weights5.9 Typographic layout

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3638404244464850525458

626870727475767880

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Image usage in the "Door"

6.1 The "Door"6.2 The "Door" / Positive and negative6.3 The "Door" on coloured background6.4 The images6.5 Incorrect use6.6 Proportion & exclusion zones

Using the corporate brand identity

7.1 Formats for advertising

Product marketing & communication

8.1 Key graphics & icons8.2 Stationery8.3 PPT template8.4 Digital signature8.5 T–shirts8.6 Pencil8.7 Bag8.8 Sticker8.9 Cup

Wall Street English co—branding and partnerships

9.1 Wall Street English in partnerships9.2 Pearson co–branding9.3 Wall Street English World logo – co branding

Wall Street English World Logo

10.1 Wall Street English World logo10.2 Wall Street English World logo / Positive and negative10.3 Wall Street English World logo / Monochrome10.4 Wall Street English World logo / B&W10.5 Proportion & exclusion zones 10.6 Logo misuse10.7 Wall Street English World logo icon10.8 Proportion & exclusion zones

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120128144145146150151152153

156160161

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Index Wall Street English Brand Guidelines IndexWall Street English Brand Guidelines

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Wall Street English World Brand identity

11.1 Logomania

Using the Wall Street English World corporate brand identity


1

5

8

10

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All guidelines contained in the Wall Street English Brand Guidelines manual must be followed. At no time can the files that are featured in this book be altered. At no time can the Wall Street English logo be altered from what is presented in these Brand Guidelines.Complying with the brand book guidelines is an essential aspect of our business and of being part of the Wall Street English network.

• For guidelines around center design and signage please refer to Center Design and Signage • For Digital guidelines please refer to the Digital Manual

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IndexWall Street English Brand Guidelines

1.0 A global brand

Being a global brand means being cosistently recognized throughout the world.—A global brand creates its own world —a world with a recognizable design, with a specific vision, with a shared philosophy and with a unique experience.—In the following pages, we have formalized our identity – the personality, the mood,the soul and the unique style of theWall Street English world.

1.1A global brand

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1.0 A global brand Wall Street English Brand Guidelines A global brand 1.0Wall Street English Brand Guidelines

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Our global brand is an inspired, innovative and universal vision. It is a change in style that draws strength and meaning from our history and our vision of the future. For over 40 years, Wall Street English has been on the leading edge of language education and has helped people around the world learn English. We help people change their future.We help people turn their dreams into reality.—Our new identity captures our vision and interprets it with distinctive new character traits creating a new graphic mood.

1.1A global brand

These guidelines represent the Wall Street English brand DNA and personal identity. They are a set of principles to help us present ourselves clearly, consistently,and with a vivid sense of our personality and purpose. —A global brand has a strong identity and a strong voice that set it apart from the competition. It requires unique look & feel that carries the same message across all territories in the world. These guidelines are the voice of Wall Street English.

1.1A global brand

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1.2One world, one strategy

One world, one strategy.

• Create the most recognized global name in English language learning.

• Become the leader in every market in which we operate.

• Continue to build our premium, allowing us to justify our premium price point over our competitors, based on the qualityof our products, our service and theWall Street English experience.

• Expand and evolve our range of products and services to meet the needs of our students today and in the future.

• Aim to build and maintain a lifelong relationship with every student we teach.

• Leverage the benefits of Pearson as our parent, and fully play our part as a member of the global Pearson family.

1.2One world, one strategy

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1.0 A global brand Wall Street English Brand Guidelines

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1.3One world, one brand identity

One world, one brand identity.

The new brand identity takes an evolutionary but significant step forward for Wall Street English by updating the type style and adding a new "Door" device based on the concept of a speech bubble.

The ‘Wall Street English’ calligraphy type style builds on the existing brand identity, but freshens and modernizes it.

The addition of the "Door" device provides a universal symbol that represents what we do: We help students learn English, allowing them to open doors to a future full of possibilities.

1.3One world, one brand identity

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1.4One world, one brand style

One world, one brand style.

• All communication materials no longer exist only on paper. They must adapt fluidly to all new media and be equally effectively on all devices.

• The colours in the Wall Street English corporate palette can be used in the various possible combinations.

• Our new mood expresses our leadership, which is conveyed through strong visuals and strong messages.

• The graphic style will allow us to give a creative, meaningful and above all consistent treatment to all types of communications and materials.

1.4One world, one brand style

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2.0 Tone of voice

2.1Tone of voice

Our brand values determine who we are and how we should act as an organization. And at Wall Street English we lead, we innovate and we always act responsibly; we are personal, we nurture, and we inspire. When it comes to presenting ourselves to the outside world, we need to express not just what we do but who we are as a brand to our customer and prospects. We do this in two ways: through our visual identity – our logo, colors and campaign images – and through our verbal identity, in the way we talk to people through our various communication materials. And when it comes to talking, it’s not just about what we say, but the way we say it. This is our tone of voice.

Tone of voice — nouna particular quality, way of sounding, modu-lation, or intonation of the voice as expressive of some meaning, feeling, spirit, etc.

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2.0 Tone of voice Wall Street English Brand Guidelines Tone of voice 2.0Wall Street English Brand Guidelines

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2.2Tone of voice / Objective

Whenever we communicate on behalf of Wall Street English it should be in the Wall Street English tone of voice. Tone of voice is an attitude, a personality, not just vocabulary; therefore it should be flexible for the wide range of audiences we speak to.

Of course, the messages will change depending on the campaign and the target audience – obviously we do not speak to government officials in the same way that we speak to our students – but the personality behind those messages should be consistent throughout all communication, touchpoints, and materials. Think about how we as individuals adapt the way we speak, depending on whether we are speaking to friends and colleagues, or the bank manager – we may use different language; we may also have a different emotion; but we cannot change our personality.


This document has been prepared to give direction on how to speak as Wall Street English and communicate in the Wall Street English way, by defining the mood and attitude of our brand language.

If you have any questions regarding any of the guidance presented here, please contact Natalija Prokopovitsj [email protected]

“The tone we useillustrates we care.”

Nina PurdeyService Operations Director Wall Street English

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Communicating in the Wall Street English tone of voice is not optional. It is mandatory. It has to be. It’s no good claiming, for example, that we’re approachable if our language is not. If we are to succeed in our goal to establish Wall Street English as the world’s leading brand in English language learning, then it is essential that we share a recognizable tone of voice. By writing, or speaking, in a particular way, what we say becomes more convincing, and more engaging. The more consistent we are, the more likely that people will understand what makes our brand unique.


“In the English language, it all comes down to this: Twenty-six letters, when combined correctly, can create magic.” John GroganJournalist and writer


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When thinking about the best way to talk to someone, it can be helpful to start by thinking about who we are. If Wall Street English was a person, what sort of person would we be, and how might this shape the way we speak? Confident – but not domineering We are experts in the field of English language learning. We are intelligent with the authority and credibility to inspire.We can take pride in the things we achieve and celebrate our students’ successes.We know what we are talking about. But we are not arrogant, domineering, or patronizing. Approachable – but not overly familiarWe are personal, accessible, friendly, and inclusive. We are warm and welcoming to everyone who comes to us for help to


succeed with their English language goals. But we are not so relaxed that we are perceived as unprofessional. Educational – but not overly institutionalWe are a modern, international campus of learning. And, underpinning our learning syllabus, we want our students to treat us as a hub from which they can develop life experiences and personal relationships. But we are not a stuffy old university. Proud of our heritage – but not stuckin the past We are proud of over 40 years’ experience of delivering trusted English language education. But we do not dwell on past achievements – we are always looking to what we can help our students achieve now, and how


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we can help those students who are yet to walk through our door.

“I notice that you use plain, simple language, short words and brief sentences. That is the way to write English – it is the modern way and the best way.”

Mark TwainWriter


All organizations must be able to communicate clearly. And for Wall Street English – a brand that wants to be known as the premier provider of English language learning – it is even more important. We must speak and write clearly so that our language is as easy as possible to understand.

Break up long sentences with punctuation. Or, even better, keep them short. It is tempting to use complicated language as a shortcut to sounding intelligent, or to use corporate jargon because we think other business people will take us more seriously if we do. We want to break down barriers of language, not build them up. Because if people cannot understand us, why would they trust us to help them be understood?


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2.3Tone of voice / Do's

Our writing style should reflect our brand personality. DO…

• Use the first person, and address your audience directly, wherever possible, e.g. ‘we’ or ‘you’ rather than ‘the organization’ or ‘students’. • Use short sentences that are simple and easy to understand. Every word should have a purpose. If it doesn’t, then it’s just padding.• Consider who you are talking to. At Wall Street English we talk to a variety of audiences, both external and internal, from students and prospects to partners in PR, Media organizations and government. Different audiences will require different messages, but it is important to use the same tone of voice. This will ensure we stay consistent in our personality and appear

2.3Tone of voice / Don'ts

credible and authentic.• Read out loud everything that you write. It should be a conversation between two people. • Explain the benefits of our courses, rather than just describe our services.• Pay careful attention to correct spelling and punctuation (crucial for an English language organization).

DON’T…

• Use long formal words unless absolutely necessary for the audience. • Use business jargon (this is not to say we cannot use business-related terminology, which may help reassure our professional customers of our expertise), e.g. we contact people, we don’t ‘touch base’ with them.• Use acronyms without explaining what the acronym means when you first use it.

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3.0 Brand dimension

The Wall Street English identity has been designed to represent the way we interact with our students. It offers a human touch, and can be tailored to give it reach different audiences around the world.

3.1Brand overview

3.0 Brand dimension Wall Street English Brand Guidelines Brand dimension 3.0Wall Street English Brand Guidelines

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3.2Visual toolkit overview

There are six key elements that make up the new Wall Street English visual identity:logo, logomania, colour palette, typeface, "Door" device and icons.

Logomania (please see page 52 for more details)

Logos (please see page 24 for more details)

Colour palette (please see page 58 for more details)

3.2Visual toolkit overview

Icon style (please see page 110 for more details)

Typography (please see page 64 for more details)

"Door" device (please see page 78 for more details)

Avenir Next


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Leaders— We are leaders not followers. Innovators— We will always be at least a step ahead. Responsible— We always act responsibly towards our people, our customers and our community.

3.3Wall Street English brand values

Our brand values have always been the drivers of Wall Street English and they now live and grow stronger in a new brand image which is projected, as always, into the future.

3.3Wall Street English brand values

Personal—We help individuals not crowds. Nurturing—We care passionately, and it shows. Inspiring—We want everyone to find their best and achieve their goals.


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Throughout the world hundreds of people choose Wall Street English every day, and open the door to a future full of opportunities. The Wall Street English rebranding represents a global change that reflects the "Always Learning" philosophy shared by all the membersof the Pearson family.—Our new brand identity takes an evolutionary but significant step forward updating the type style and adding a new visual element – the speech bubble.—The "Wall Street English" typography is built on the existing brand identity, but freshens and modernizes it. Together with the "Door" device it provides a universal symbol of who we are and what we do: We open doors for our students by teaching them to speak English.This is a clear visual representation of

3.4Brand philosophy

3.4Brand philosophy

our core brand idea and promise:Change Your Future with Wall Street English. The "Door" device is based on the universal symbol of the speech bubble, which makes it an appropriate global brand for us. This device is also globally adaptable to individual country needs as it allows localization (through the addition of photography in the symbol) without ever disrupting our common global branding. The extra visual element of adding photography in the "Door" as outlined in this brand book helps futureproof the brand because it can change from application to application, be static as a signage or in print materials, or dynamic in digital applications.


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4.0 Logo

4.1 Wall Street English Master logo4.2 Wall Street English Master logo / Positive and negative4.3 Wall Street English Master logo / Monochrome4.4 Wall Street English Master logo / B&W4.5 Wall Street English Secondary logo / Positive and negative4.6 Wall Street English Secondary logo / Monochrome4.7 Wall Street English Secondary logo / B&W4.8 Arabic logos4.9 Proportion & exclusion zones4.10 Logo misuse4.11 Logo minimum size

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4.0 Logo Wall Street English Brand Guidelines Logo 4.0Wall Street English Brand Guidelines

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The logo is made up primarily of two blocks: logo and lettering. The pen strokes are fresh, rounded and geometrically imperfect to give the logo a "human" feel. The colours recall the Union Jack and therefore the English language. When presented with a speech bubble that opens in perspective to form a door to the world, you can't help but think about the opportunities offered by the English language – about the doors that are opened and the opportunities to connect with different cultures.—Wall Street English opens itself to the world and unifies the world under a single language.

4.1Wall Street English Master logo

4.1Wall Street English Master logo

The Master logo is the official Wall Street English logo. It appears on a WHITE background in the positive version and on a WSE BLUE background in the negative version. This is the standard and prefered logo to be used. Only in specific cases is it possible to use the Monochrome logo (please see page 30 for more details) or the B&W logo (please see page 32 for more details).

Logo 4.0Wall Street English Brand Guidelines

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4.2Wall Street English Master logo / Positive

You are advised to always use the positive version of the Master logo on a WHITE background in order to leave the contrast between the marks unchanged.

Only in exceptional cases, and only with pre—approval from the WSE International Marketing Team, can the logo be positioned on a differently coloured background.

03 "Door"WHITE

02 "Door" gapWSE RED

01 OutlineWSE BLUE

01

02

03

4.2Wall Street English Master logo / Negative

You are advised always to use the negative version of the Master logo on a WSE BLUE background in order to leave the contrast between the marks unchanged.

Only in exceptional cases, and only with pre—approval from the WSE International Marketing Team, can the logo be positioned on a differently coloured background.

03 "Door"WSE BLUE


01 OutlineWHITE

01

02

03


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4.3Wall Street English Master logo / Monochrome

This is an outline version of the Master logo. As this version has only one colour, it is suitable for use with the entire Wall Street English colour palette and also in exceptional cases when the background does not use one of our range of colours.

You are advised to use the WSE BLUE outline when the background colour is light and the WHITE outline when the background colour is dark. In some cases the background colour may permit either the WSE BLUE or the WHITE outline, as shown on the next page.

03 "Door"TRANSPARENT

02 "Door" gapTRANSPARENT

01 OutlineWSE BLUE

01

02

03

WSE CYAN

WSE LIGHT BLUE

WSE PEACH

WSE SKIN

WSE RED

4.3Wall Street English Master logo / Monochrome / Colour suggestions


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This is a black and white version of the Master logo in which the colours have been converted into grey scale, with WSE BLUE becoming 100% black and WSE RED 50% black. This version has been created for fax sheets and black & white print–outs.

03 "Door"WHITE

02 "Door" gap50% BLACK

01 Outline100% BLACK

4.4Wall Street English Master logo / B&W

01

02

03

The B&WWall Street English logo can only be used for facsimiles and B&W printers.

4.4Wall Street English Master logo / B&W


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03 "Door"WHITE


01 OutlineWSE BLUE

4.5Wall Street English Secondary logo / Positive

The Secondary logo is the alternative version of the Master logo. It is used in exceptional cases when, for example, we have to apply the logo to a very large format and for purely aesthetic reasons it has been decided to use this version. You are advised always to use the positive version on a WHITE background in order to leave the contrast between the marks unchanged.

Only in exceptional cases, and only with pre—approval from the WSE International Marketing Team, the logo can be positioned on a differently coloured background.

01 03

02

4.5Wall Street English Secondary logo / Negative

03 "Door"WHITE


01 OutlineWSE BLUE

The Secondary logo is the alternative version of the Master logo. It is used in exceptional cases when, for example, we have to apply the logo to a very large format and for purely aesthetic reasons it has been decided to use this version. You are advised always to use the negative version on a WSE BLUE background in order to leave the contrast between the marks unchanged.

Only in exceptional cases, and only with pre—approval from the WSE International Marketing Team, the logo can be positioned on a differently coloured background.

01 03

02


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4.6Wall Street English Secondary logo / Monochrome

01

02

03 "Door"TRANSPARENT

02 "Door" gapTRANSPARENT

01 OutlineWSE BLUE

03

This is an outline version of the Secondary logo. As this version has only one colour, it is suitable for use with the entire Wall Street English colour palette and also in exceptional cases when the background does not use one of our range of colours.

You are advised to use the WSE BLUE outline when the backgound colour is light and the WHITE outline when the background colour is dark. In some cases the background colour may permit either the WSE BLUE or the WHITE outline, as shown on the next page.

WSE CYAN

WSE LIGHT BLUE

WSE PEACH

WSE SKIN

WSE RED

4.6Wall Street English Secondary logo / Monochrome / Colour suggestions


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4.7Wall Street English Secondary logo / B&W

01

02

03

03 "Door"WHITE

02 "Door" gap50% BLACK

01 Outline100% BLACK

This is a black and white version of the Secondary logo in which the colours have been converted into grey scale, with WSE BLUE becoming 100% black and WSE RED 50% black. This version has been created for fax sheets and black & white print–outs. The B&W

Wall Street English logo can only be used for facsimiles and B&W printers.

4.7Wall Street English Secondary logo / B&W


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4.8Arabic logos

Arabic Master & Secondary logosThese logos are for Middle East countries.The general guidelines also apply to the Arabic logo.

4.8Arabic logos

You are advised always to use the negative versions of the logo onWSE BLUE coloured backgrounds.

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4.9Proportion & exclusion zones / Master logo

The logo has been designed to present a clear relationship between all elements.The reference measurement, X, is the width of the "Door". The lettering and exclusion zone are based on X. It is important to keep these proportions correct because they give a sense of consistency to the logo as a whole. It is absolutely prohibited to modify the proportions of the logo.

Master logo

1.5

X1/

2 X

2/3

X

1/2 X X 1/2 X1.5 X

1.5

X1/

2 X

2/3

X

2.5 X1/2 X X 1/2 X

4.9Proportion & exclusion zones / Secondary logo

Exclusion zoneTo ensure that the Wall Street English logo is always clear and unobstructed, it is important to provide an area of clear space around it. The minimum exclusion zone is shown here.The exclusion zone cannot be reduced but can be increased.

No other object should appear within the exclusion zone at any time. This will maintain consistency across communications as well as preventing any cropping errors when items are printed.

Secondary logo

6 X1/2 X X 1/2 X

X 1/2 X1/2 X 6 X

1/2

X2

/3 X

1.5

X

2/3

X1.

5 X

1/2

X


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4.10Logo misuse / Master logo

Do not add effectsDo not tilt

Do not resize any individual elements

Do not rotate Do not crop the logo

Do not add text or image on the "Door"

4.10Logo misuse / Master logo

Do not change any coloursor invert the colour on the "Door"

Do not change the typography

Do not use mirror images of the "Door" Do not distort the logo

Do not move individual parts

Do not add transparency


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4.10Logo misuse / Secondary logo

Do not add effectsDo not tilt

Do not resize any individual elements

Do not rotate Do not crop the logo

Do not add text or image on the "Door"

4.10Logo misuse / Secondary logo

Do not change any coloursor invert the colour on the "Door"

Do not change the typography

Do not use mirror images of the "Door" Do not distort the logo

Do not move individual parts

Do not add transparency


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The Wall Street English logo should always be legible and must never lose its shape when reduced to a small size.

4.11Logo minimum size

Master logoReproduces down to 65 pixels

Secondary logoReproduces down to 45 pixels

Master logoPrints no smaller than 15 mm

Print based

Screen based

Secondary logoPrints no smaller than 27 mm

Print basedThe Master logo should always be legible and must never lose its shape when reducedto a smaller size. In print, the logo can be used with a minimum width of 15 mm.The Secondary logo can be reduced to a minimum width of 27 mm.

Screen basedFor use on websites and screen–based reproduction, the Master logo should not be smaller than 65 pixels wide. The Secondary logo should not be smaller than 128 pixels.

For minimum size of the digital logo please refer to the internal digital guidelines.

15 mm

128 px

27 mm

65 px

4.11Logo minimum size


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5.0 Brand identity

5.1 Logomania5.2 Colour palette5.3 Pantone Coated and Uncoated5.4 Colour proportions5.5 Typeface introduction5.6 Standard font for internal communication and emails5.7 Wall Street English typeface5.8 Typeface weights5.9 Typographic layout

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4.0 Brand identity Wall Street English Brand Guidelines Brand identity 4.0Wall Street English Brand Guidelines

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Positive versionThe Wall Street English logomania is an element that forms part of the brand identity and is used for promotional materials, give–aways, events and other brand communications.It has a modular quadratic structure with the words Wall Street English and can be used on all types of surfaces. The monochrome versions are recommended to be used on transparent surfaces.

5.1Logomania

Positive colour version

Positive monochrome version

Negative versionThe negative version should be used when the background is WSE BLUE.In contrast to the positive version, WSE BLUE becomes WHITE.

5.1Logomania

Negative colour version

Negative monochrome version

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5.2Colour palette

The colours chosen to communicate our brand reflect a tone which gives our communications a “human touch” that is simple but engaging. They represent a fresh, relaxing chromatic mood that is uplifting and full of optimism. In selecting our corporate colours, we began with those of the British flag and then chose multiple variants and incorporated other Pantone colours that draw from similar shades.

WSE BLUEPANTONE® 540 U

C 100 M 84Y 38K 31

R 0 G 51 B 89

WSE BLUE 75%

C 81 M 56Y 32K 9

R 64 G 102 B 131

WSE BLUE 35%

C 36 M 20Y 15K 0

R 166 G 184 B 197

WSE REDPANTONE® Red 032 U

WSE CYANPANTONE® 305 U

C 0 M 96Y 81K 0

R 241 G 44 B 62

WSE RED 75%

C 0 M 78Y 47K 0

R 245 G 97 B 110

WSE RED 35%

C 0 M 36Y 13K 0

R 250 G 181 B 188

C 54 M 0Y 12K 0

R 100 G 207 B 233

WSE CYAN 75%

C 41 M 0Y 9K 0

R 139 G 219 B 239

WSE CYAN 35%

C 19 M 0Y 4K 0

R 201 G 238 B 247

Primary colours Extended palette

5.2Colour palette

Secondary colours Extended palette

WSE LIGHT BLUEPANTONE® 314 U

C 100 M 0Y 20K 10

R 0 G 130 B 169

C 75 M 0Y 15K 8

R 64 G 161 B 191

WSE LIGHT BLUE 75% WSE LIGHT BLUE 35%

C 35 M 0Y 7K 3

R 166 G 211 B 225

WSE PEACHPANTONE® 170 U

C 0 M 56Y 45K 0

R 255 G 142 B 126

WSE PEACH 75%

C 0 M 41Y 31K 0

R 255 G 170 B 158

WSE PEACH 35%

C 0 M 18Y 11K 0

R 255 G 216 B 210

WSE SKINPANTONE® 162 U

C 0 M 27Y 34K 0

R 255 G 195 B 164

WSE SKIN 75%

C 0 M 20Y 24K 0

R 255 G 210 B 187

WSE SKIN 35%

C 0 M 9Y 10K 0

R 255 G 234 B 223


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5.3Pantone Coated and Uncoated

Pantone colours are divided into coated and uncoated categories, depending on the paper they will be printed on.Coated and uncoated colours are used on coated and uncoated paper respectively.

The appearance of colours with the same code may vary slightly according tothe type of paper. Creating an exactfour–colour equivalent of a Pantone colour is not always possible.

The main reason for this is that four colours may not be enough to reproduce the Pantone colour perfectly, but also because numerous variables are involved in four–colour printing (printer used, paper used, type of toner).

5.3Pantone Coated and Uncoated

We have nevertheless identified thefour–colour combination that is the best possible equivalent of both coated and uncoated Pantone colours.

However, it must be remembered that,for the reasons already described, results may vary depending on the specific printing machine used.


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For each piece of communication that needs to be developed, a selection of colours from the primary and the secondary brand palette can be made.—The choice of colours from this palette will then form the basis for all communication and branding.—You are advised not to use any colour outside this range for graphic elements in any communication materials. This is important for brand recognition and consistency.—When building a graphical layout, whether for a web or a print page, it is necessary to take account of this graphic element and use these colours, while trying to maintain the same proportions.

5.4Colour proportions

PANTONE® 540 U

PANTONE® Red 032 U

PAN

TON

E® 3

05

UPA

NTO

NE®

314

U

PANTONE® 170 UPANTONE® 162 U

SECO

ND

ARY

CO

LOU

RS

PRIMARY COLOURS

5.4Colour proportions

The graphic below gives some guidance as to the proportion of each colour that should be used. The colour proportion can be flexible and it is useful to give a general idea of what the final chromatic result should be. Feel free to be creative in using the colours but please keep in mind at all times to the readability / usability.

Brand identity 5.0Wall Street English Brand Guidelines

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4.0 Brand identity Wall Street English Brand Guidelines

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Why Avenir?The choice of Avenir wasn’t accidental. It is the font that best represents our brand’s philosophy and mission. It ties our brand together. The word “Avenir” in French means "future". The font, both the design and the name, is perfectly aligned with the spirit of Wall Street English, our vision, and our goal of helping students change their future. Avenir is a font with a lighter, more human and more organic visual impact. It reveals a brand attitude and has brand characteristics that reflect who we are as an organization and how we want our students to perceive us.

Alternative fontsFor countries which do not use Latin characters, the recommended fonts are Journal Sans for Cyrillic, (HanYi font) for ideograms, Gedinar one for the Arabic alphabet.

Typography layoutThe different versions of the font (medium, regular, bold) can be used as preferred, but please make sure to maintain consistency. You can check a few examples from page 66.

5.5Typeface introduction

Aa

5.6Standard font for internal communication and emails

Avenir Next Bold / 110 pt

AaArial Bold / 110 pt

AaProxima Nova Bold / 110 pt

Avenir NextAvenir Next is our chosen font for professionally produced offline designed materials such as brochures, marketing collateral, advertising materials, etc. This font is only available through license.

Proxima NovaProxima Nova is our chosen font for digital materials such as xxx, xxx, xxx, etc.

ArialArial is our chosen font for internal communications and everyday documents generated through Word, Powerpoint, Excel, etc. Even if you have the license for Avenir Next, please use Arial in order to make sure that people can read the sent documents properly.


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ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890(&)§@;:!?”/${%}»*

Avenir Next Regular / 24 pt

5.7Wall Street English typeface - Offline communications


Avenir Next Medium / 24 pt


Avenir Next Demi / 24 pt







Avenir Next Bold Italic / 24 pt

Avenir Next Demi Italic / 24 pt

Avenir Next Medium Italic / 24 pt

Avenir Next Italic / 24 pt

5.7Wall Street English typeface - Offline communications


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Regular Italic Medium Medium Italic

Avenir Next Regular / 120 pt

Avenir Next Italic / 120 pt


Avenir Next Medium Italic / 120 pt

5.8Typeface weights - Offline communications

Demi Demi Italic Bold Bold ItalicAvenir Next Bold Italic / 120 pt

Avenir Next Demi / 120 pt

Avenir Next Demi Italic / 120 pt


5.8Typeface weights - Offline communications


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Proxima Nova Regular / 24 pt

5.7Wall Street English typeface - Digital communications


Proxima Nova Semibold / 24 pt


Proxima Nova Bold / 24 pt


Proxima Nova Extrabold / 24 pt





Proxima Nova Extrabold Italic / 24 pt

Proxima Nova Bold Italic / 24 pt

Proxima Nova Semibold Italic / 24 pt

Proxima Nova Regular Italic / 24 pt

5.7Wall Street English typeface - Digital communications


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Regular Regular Italic Semibold Semibold Italic

Proxima Nova Regular / 120 pt

Proxima Nova Regular Italic / 120 pt

Proxima Nova Semibold / 120 pt

Proxima Nova Semibold Italic / 120 pt

5.8Typeface weights - Digital communications

BoldBold Italic Extrabold Extrabold ItalicProxima Nova Extrabold Italic / 120 pt

Proxima Nova Bold / 120 pt

Proxima Nova Bold Italic / 120 pt

Proxima Nova Extrabold / 120 pt

5.8Typeface weights - Digital communications


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Title, subtitles and body copyIt is usually sufficient to set the titles in Avenir Next Bold, the subtitles in Avenir Next Demi without changing the size in order to improve readability, and the body in Avenir Next Medium.

Title.Subtitle.Hendant velest velique samus et harcili tatur.Vid qui re nonestrum quam inullitiusda quatendus es earum sum esequamus, opta nonecte et lantur ad quate sum dem eumquas simus magnis et rem a voluptassi nos deliatem inulpa nesequi rae posae pe venienes asinven disquo officia voluptium estionem quam simust, cusaepel imaiossum eiumquu ntionsequam quodisquibus dis dolores tibusdae modis atis quaerun tisquaerem. Ullores enihill iberia comnimagnis mo volupissit enditatur?

Eveliqui volupit quunda quo estinul labore, abo. Et quam eatus ex et omnime demolup iendipsandit volora ipiendamus mint quatqua temperitat arcideliqui tem re omnis dit veristem que vid et endit eossent emporem poritinciet aut lam, optaspistia di quat exernam auta si apid ut modit, que placcup turibus velibus ma volum aruntis dolorepelest ipsunt.

TitleAvenir Next Bold / 48 pt / Spacing 29 / Kerning —25 pt

SubtitleAvenir Next Demi / 24 pt / Spacing 29 / Kerning —25 pt

BodyAvenir Next Medium / 12 pt / Spacing 15 / Kerning 0 pt

5.9Typographic layout

Text alignmentThe page grid organizes columns of text by aligning the right and left margins. Avoid center–aligned text. Left–aligned text is recommended for consistency and readability, because it does not alter the spacing between words. Block layout can be used for more compact text in newsletters and press releases, even though the spacing between words is not consistent.

Cum dit vullut verit praestrud diam ver suscilit am quissis nulputpat.


ExampleAvenir Next Bold / 48 pt / Spacing 55 / Kerning —25 pt


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Ese post fugit dolo quam eos doluptae sunt aditem eicat volorrum restrum earum volorum si occum.¶Itiur, et doloremporum qui blaut od eos quid mos assumeniment pos ea nus, corroreped escit et omniste non peliciis doluptatur?Am vel moluptus dolo volorru.¶Nestius dolor sit quam que debitis prese cullandis core occatia taquodi voluptatiam verchicime volor sit.

ParagraphsParagraphs of text should be separated with an empty line space. If the text consists of many short paragraphs, then you may prefer to begin the next paragraph without an empty line space. You should choose one approach in order to ensure consistency and readability.

ExampleAvenir Next Medium / 24 pt / Spacing 29 / Kerning —25 pt


• Cum dit vullut verit diam ver suscilit am quissis, consed mincilla feui tet ver ipit iustincing eliquat, qui ex ex eummole ndionsengk.

2 Ex eummole ndionsengk ivolore consed tem alismodit am, vullum ip et, commolore mod te dolore foret gyeuipsum iriu. Inciis aborporis vent aliqui re nobis quid eration nam int essitatem aut eum fugitibust.

Highlighted text and numberingNumbers and bullets used to highlight text should preferably be placed to the left of the column, consistently with the text. Alternatively the numbering can be placed on the line above the text, aligned with the left margin.

ExampleAvenir Next Medium / 24 pt / Spacing 29 / Kerning —25 pt



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KerningLetter spacing seems excessive with large font sizes and it is therefore preferableto maintain consistency by reducing the amount of space.




Line spacingThe use of consistent line spacing, across all forms of corporate communication, facilitates the page layout and improves readability.




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6.0 Image usage in the "Door"

6.1 The "Door"6.2 The "Door" / Positive and negative6.3 The "Door" on coloured background6.4 The images6.5 Incorrect use6.6 Proportion & exclusion zones

Contents /

6.0 Image usage in the "Door" Wall Street English Brand Guidelines Image usage in the "Door" 6.0Wall Street English Brand Guidelines

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6.1The "Door"

The Wall Street English "Door" device can be separated from the logo for other uses. Individual countries can use images inside the "Door" gap that represent people’s dreams and goals, but most importantly the reasons that make them want to learn English. —The "Door" contains images of people from various parts of the world. This is because of the multi–ethnicity and universal nature of the English language, which acts as a link between different cultures. Landscape scenes depicting situations and settings that immediately communicate positive emotions and a feeling of freedom can also be used in the "Door" device.

6.1The "Door"

All images are already cropped so that the logo structure is respected, allowing the final result to be comprehensible and consistent with the brand. The "Door" can be used to decorate surfaces, such as window stickers, or in free spaces in Wall Street English centers. You are advised to use this version on WHITE or very light–coloured backgrounds. It is important for there to be a lot of contrast with the background.

Image usage in the "Door" 6.0Wall Street English Brand Guidelines

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6.0 Image usage in the "Door" Wall Street English Brand Guidelines

94 PR-06-D1-V6

6.2The "Door" / Positive

All images are already cropped so that the logo structure is respected, allowing the final result to be comprehensible and consistent with the brand. The "Door" can be used to decorate surfaces, such as window stickers, or in free spaces in Wall Street English centers. You are advised to use this version on WHITE or other very light–coloured backgrounds.It is important for there to be a lot of contrast with the background.

2 "Door" gapIMAGE

1 OutlineWSE BLUE

3 "Door"TRANSPARENT

1

2

3

6.2The "Door" / Negative

You are advised to use this version on WSE BLUE or other very dark–coloured backgrounds. It is important for there to be a lot of contrast with the background.

2 "Door" gapIMAGE

1 OutlineWSE BLUE

3 "Door"TRANSPARENT

1

2

3


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When the background is coloured you are advised to use the WHITE outline "Door" on dark backgrounds and the WSE BLUE outline "Door" when the background is a light colour.It is important to have a lot of contrast with the background.Please refer to the examples on the right.

6.3The "Door" on coloured background

6.3The "Door" on coloured background / Colour suggestions

WSE BLUE

WSE CYAN

WSE LIGHT BLUE

WSE PEACH

WSE SKIN

WHITE

WSE RED


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6.4The images

A new image bank has been created to house the specific images that can appear behind the "Door". No other images should be used. Each of these images has been culturally approved and gone through a post–production treatment to render them suitable. They do not require any local media usage rights, and have been further categorized under "people" and "landscapes". You are strongly encouraged to browse through all the images, as many could be relevant for your communication requirements. They have been grouped into the key regions Western Europe, Eastern Europe, the Middle East & North Africa, India, North Asia, South East Asia, Latin America. The full image bank can be downloaded from the changingfutures.com. If you have any questions on image usage,please contact Natalija Prokopovitsj [email protected]

6.4The images / Western Europe examples


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100 PR-06-D1-V6

6.4The images / Eastern Europe examples

6.4The images / Middle East & North Africa examples


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6.4The images / India examples

6.4The images / North Asia examples


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6.4The images / South East Asia examples

6.4The images / Latin America examples


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6.5Incorrect use

When an image is used in the "Door" gap, it must be a join up to make one word, or hyphenate if it needs to be slit across two lines. It is absolutely prohibited to use images inside the "Door" gap when it is an element of the Master or Secondary logos.

It is absolutely prohibited to use images inside the "Door" gap when it is an element of the Master or Secondary logos. See example below.

When a logo is introduced, it is important for the shapes and colours to be consistent in order to imprint the brand in consumers’ minds.

6.5Incorrect use

Do not rotate the imageinside the “Door” gap

Do not insert the imagein the "Door" itself

Do not changethe image colours

Always crop photographsconsistently

Do not distort the imageinside the “Door” gap

Always make sure you fill the space around the “Door” completely


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6.6Proportion & exclusion zones

The "Door" has been designed following the proportions below.The reference measurement, X, is the width of the "Door". The exclusion zone is based on ½ X and ¾ X. It is important to keep these proportions correct because they give a sense of consistency to the "Door" device whole. It is absolutely prohibited to change the proportion of these elements.

1.5

X1/

2 X

2/3

X

1/2

X2

/3 X

1.5

X

1/2 X X 1/2 X

1/2 X ½ XX

6.6Proportion & exclusion zones

Always use the proportion box and exclusion zone to apply the "Door"to surfaces.


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110 PR-06-D1-V6



Contents /

7.0 Format for advertising Wall Street English Brand Guidelines Format for advertising 7.0Wall Street English Brand Guidelines

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The format is structured to adapt to the text content. Always left–align text without justification. It is important always to respect the logo proportions and exclusion zone.

01 Headline area For the headline, left–aligned Avenir Next Bold is recommended.

02 Information areaThe area beneath the headline is reserved for Wall Street English product information.Avenir Next Medium is the recommended font, in half the size used for the headline where possible.

03 Contacts areaThe area at the bottom is reserved for contacts. Avenir Next Bold is the recommended font, in half the size used for the headline where possible.

04 Logo boxThe logo box proportions must not be changed.

05 Pearson bandThe proportions of the Pearson band must not be changed.

7.1Advertising format

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www.wallstreetenglish.com

02

03 05

01

Fixed proportionChangeable Length


The format is flexible. The logo block can be moved to adapt better to the space available, but must always be in accordance with the proportion box and exclusion zone.The text container may be enlarged if there is a lot of information, or in web and outdoor applications where the font size must be increased.

www.wallstreetenglish.com

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• Nem facerunt a dolorib usanisti odisqua ecatiscius nus qui rese.• Aximiliquia doloratur moluptatqui ni cori ut im voluptam laboriosae.• Nationsero oditin ea cumquae modionsernat lacesti buscitat volorio nsequi.• Accum quam, officaes volorpore susam sim aperro volorep.


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Landscape21 X 7.5 cm.


MaxX

Half–page landscape21 X 14.7 cm.


¼ X

X


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Spread21 X 29.7 cm.


1/8

X

X

Full page42 X 29.7 cm.


1/8

X

X


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Outdoor600 X 300 cm.

X

1/4

X



X

1/4

X



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Trifold297 X 210 cm.

Centre addressinsertyoururl.com





Brochure210 X 297 cm.



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8.0 Product marketing & commun— ications

8.1 Key graphics & icons8.2 Stationery8.3 PPT template8.4 Digital signature8.5 T–shirts8.6 Pencil8.7 Bag8.8 Sticker8.9 Cup

Contents /

8.0 Product marketing & communications Wall Street English Brand Guidelines Product marketing & communications 8.0Wall Street English Brand Guidelines

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8.1Key graphics & icons

The style of the icons, the colours and the names of The Acquisition Cycle, The WSE Journey and The Level Chart have been revised to align them with the look and feel of the Wall Street English brand identity, giving them a greater sense of being “human” and fresh.—These materials can be downloadedfrom the changingfutures.com microsite.If you have any questions on usage,please contact Natalija Prokopovitsj [email protected]


The Level chart

Product marketing & communications 8.0Wall Street English Brand Guidelines

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8.0 Product marketing & communications Wall Street English Brand Guidelines

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The WSE Journey


The Acquisition Cycle

ListenPresentation

RepeatPractice

SkillsPractice

SpeakProduction

Confi rmConsolidatio n

WriteApplication

EncounterApplication


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The iconsWe have developed a number of icons for graphical support and to symbolize visual richness of a conversation. The basic set of icons is outlined here, but as our collection is growing we would encourage you to refer to the internal microsite to find more designs.


Student Teacher

WriteListen


The icons

Social Club

Speak

Student Manual

Skills


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The icons

Confirm Encounter

Developing Skills Repeat


The icons

Interactive Lessons Complimentary Class

These icons can be used / downloaded independently from the internal microsite, but please make sure they are only used for Wall Street English materials.


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8.2Stationery


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8.2Stationery

01

02

Standard envelopeFormat 22 X 11 cm. / 8.6 X 4.3 in.Printed 3 + 3 coloursPaper Fedrigoni Splendorgel E.W. 140 gsm.

01 Front02 Back

8.2Stationery

01

02

Standard envelope with windowFormat 22 X 11 cm. / 8.6 X 4.3 in.Printed 3 + 3 coloursPaper Fedrigoni Splendorgel E.W. 140 gsm.

01 Front02 Back


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Wall Steet English / One South Street Suite 1100 — Baltimore, MD 21202Tel +00 000 000 0000 / Fax +00 000 W 0000

wallstreetenglish.com


01 02

A4 LetterheadFormat 21 X 29.7 cm.Printed 3 + 3 coloursPaper Fedrigoni Splendorgel E.W. 115 gsm.

01 Front02 Back

8.2Stationery

Wall Steet English / One South Street Suite 1100 — Baltimore, MD 21202Tel +00 000 000 0000 / Fax +00 000 000 0000



01 02

US LetterheadFormat 8.5 X 11 in.Printed 3 + 3 coloursPaper Fedrigoni Splendorgel E.W. 115 gsm.

01 Front02 Back

8.2Stationery


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Avenir Next Bold / 9 ptAvenir Next Medium / 9 pt



02

01

03

Standard business card / QR code business cardFormat 8 X 5 cm.Printed 3 + 3 colours + Protective coating.Paper Fedrigoni Splendorgel E.W. 340 gsm.

01 Front02 Back03 Back with QR code

Name SurnamePositionWall Steet EnglishOne South Street Suite 1100Baltimore, MD 21202

T +00 000 0000000F +00 000 0000000M +00 000 0000000

[email protected]

WallStreetInstitute.Italia

@WeLikeEnglish

WeLikeEnglishTV

8.2Stationery

Cd envelopeFormat 12.5 X 12.5 cm.Printed 3 + 3 colours + Protective coating.Paper Fedrigoni Splendorgel E.W. 340 gsm.

01 Cd02 Front03 Back



01

02 03

8.2Stationery


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Folder with imageFormat 22 X 31 cm. (closed) + flaps on inside cover.Printed 3 + 4 colours + Protective coating.Paper Fedrigoni Splendorgel E.W. 340 gsm.

01 Back / Front02 Inside

01

02



8.2Stationery

Folder with logoFormat 22 X 31 cm. (closed) + flaps on inside cover.Printed 3 + 3 colours + Protective coating.Paper Fedrigoni Splendorgel E.W. 340 gsm.


01

02



8.2Stationery


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01

02

US Folder with imageFormat 9 X 12 in. (closed) + flaps on inside cover.Printed 3 + 4 colours + Protective coating.Paper Fedrigoni Splendorgel E.W. 340 gsm.


8.2Stationery



01

02

US Folder logoFormat 9 X 12 in. (closed) + flaps on inside cover.Printed 3 + 3 colours + Protective coating.Paper Fedrigoni Splendorgel E.W. 340 gsm.


8.2Stationery


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Big envelopeFormat 25 X 35 cm.Printed 3 + 3 colours.Paper Fedrigoni Splendorgel E.W. 140 gsm.

01 Front02 Back

Wall Steet EnglishOne South Street Suite 1100Baltimore, MD 21202

Tel +00 000 000 0000Fax +00 000 000 0000


01 02


8.2Stationery

Paper rangeSplendorgel Extra White long grain.Uncoated papers and boards with a velvety surface, FSC certified.

Code

Packed Packed

Code

Size cm 71 X 100

Size cm 64 x 88 45 x 64

Packed

Extra White 10671472 1067147210671476 1067147610671476 1067147610671474 1067147410671478 10671478

Extra White 10671452 10671396 1067140610671394 1067140810671473 / 1067140410671392 10671402

g/m2 85 100 115 140 160 190 230 270 300 340

g/m2 85 100 / 85 100 115 230 270 300 340

Sheets x packet 250 250 200 200 200 125 125 125 100 75

Sheets x packet 500 250 / 500 250 250 125 125 100 100

Sheets x pallet 12.250 12.250 9.500 8.200 7.200 6.500 5.250 4.500 4.200 3.600

Sheets x pallet 13.500 10.500 / 24.000 21.000 19.000 10.500 9.000 8.000 7.000

kg x 1000 sheets 60.4 71 81.7 99.4 113.6 134.9 163.3 191.7 213 241.4

kg x 1000 sheets 47.9 56.3 / 24.4 28.8 33.1 66.2 77.7 86.4 97.9

kg x pallet 739 745.5 775.6 815 817.9 877 857.3 862.6 895 869

kg x pallet 646 591.3 / 587.5 604.8 629.2 695.5 699.8 691.2 685.4

8.2Stationery


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8.2Stationery / poster with logo

8.2Stationery / poster with "Door"


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8.3PPT template

Title here.

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• Unditis es nullacero qui nihitis tiisqui derore vollora nihil iducimi nctur. Xerepelicto blatur?Icabo. Ut quis sinum lab idemqui int resti susamet ommolorem que venimin cipsand untorpor reptum aut qui ipis ut voluptus, aut fugitios aut dolorrorem. Nemposam, ut eatectas et assi ipsum quos maximodi omnis alit aborum ipis mincillabo.

All the Office templates (Word, Excel, PPT) are available from the internal microsite.

Name SurnamePosition Wall Street EnglishOne South Street Suite 1100Baltimore, MD 21202 T +00 000 0000000F +00 000 0000000M +00 000 0000000Skype skype name n.surname@wse.cominsertcountryurl.comwallstreetinstitute.mediaroom.com

8.4Digital signature

Available from the internal microsite.


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8.5Female t–shirt / Front

This is an example of thelogomania application.

8.5Female t–shirt / Back


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8.5Male t–shirt / Front


8.5Male t–shirt / Back


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8.6Pencil


8.7Bag



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8.8Sticker

8.9Cup



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9.0 Wall Street English co— branding & partner— ships

9.1 Wall Street English in partnerships9.2 Pearson co–branding9.3 Wall Street English World logo co-branding

Contents /

9.0 Wall Street English co—branding and partnerships Wall Street English Brand Guidelines

161160


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Wall Street English co—branding and partnerships 9.0Wall Street English Brand Guidelines

9.1Wall Street English in partnerships

When we are sponsoring or collaborating with a partner, please consider the following guidelines: when using our logo on the creative material of the partner, and with the background colour other than our brand colours, please make sure to use the monochromatic version of the logo and insure that there is no color change or other illustrations in the background. Always ensure that all logos appear equal in stature. Never place the partner logo closer than the minimum exclusion zone to the Wall Street English logo.

Use of our logo and brand image in partnerships needs to be always approved by the international marketing team, please write to [email protected].

PartnerLogo

PartnerLogo

PartnerLogo

9.1Wall Street English in partnerships / Correct use

Logo WSE + Partner logoon WHITE background

If the logos are on a WHITEbackground, we advise usingthe positive colour versionof the Master Logo.

Logo WSE + Partner logoon WSE BLUE background

If the logos are on a WSE BLUE background, we advise usingthe negative colour versionof the Master Logo.

Logo WSE + Partner logoon other colour background

If the logos are on a background in a colour that departs chromatically from the Wall Street English palette, we advise using the monochrome version of the Master Logo. Use the positive monochrome version of the Master Logo if the background is light in colour or the negative version if it is dark.

PartnerLogo

PartnerLogo

PartnerLogo


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9.1Wall Street English in partnerships / Misuse

Do not allow the partner logos to enter the Wall Street English logo exclusion zone.

Keep the partner logos the same sizeas the Wall Street English logo.

Do not include more than onepartner logo inside the special box.If there are several partner logos,add more boxes.

PartnerLogo

PartnerLogo

PartnerLogo

PartnerLogo

9.1Wall Street English in partnerships / Misuse

The Wall Street English logo should always sit to the left of the partner logo(s).

On a background colour that departs chromatically from the Wall Street English palette, do not use the colour version of the Wall Street English logo.

PartnerLogo

PartnerLogo


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9.2Pearson co–branding

Many Wall Street English materials require the incorporation of Pearson branding elements. These include the Pearson band in the WSE Blue containing the Pearson logo and ‘Always Learning’ endline.All use of the Pearson brand must bepre–approved by Natalija [email protected]

Wall Street English co—branding and partnerships 9.0Wall Street English Brand Guidelines9.0 Wall Street English co—branding and partnerships Wall Street English Brand Guidelines

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9.3Wall Street English co-branding

When we use the Master logo in partnership with Wall Street English World logo, please consider the following guidelines.

9.3Wall Street English co-branding / Correct use

Logo WSE + WSE World logo on WHITE background

If the logos are on a WHITE background, we advise using the positive colour version of the Master logo and World logo.

Logo WSE + WSE World logo on WSE BLUE background

If the logo are on a WSE BLUE background, we advise using the negative colour version of the Master logo and World logo.

Logo WSE + WSE World logo on the other colour background

If the logos are on a background in a colour that departs chromatically from the Wall Street English palette, we advise using the monochrome versione of the Master logo and World logo. Use the positive monochrome version of the Master logo and World logo if the background is light in colour or the negative version if it is dark.

-

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10.0Wall Street English World Logo

10.1 Wall Street English World logo10.2 Wall Street English World logo / Positive and negative10.3 Wall Street English World logo / Monochrome10.4 Wall Street English World logo / B&W10.5 Proportion & exclusion zones 10.6 Logo misuse10.7 Wall Street English World logo icon10.8 Proportion & exclusion zones

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10.0 Wall Street English World logo Wall Street English Brand Guidelines Wall Street English World logo 10.0Wall Street English Brand Guidelines

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This logo embodies the idea of globallearning in a single mark, consistently withbrand guidelines. The “WSE World” logohas a calligraphic part and a typographicpart, a decision that makes it possible toremain aligned with the brand identityand the icon with the world which isconcurrently a conversation balloon,representing an effective synthesis of theplatform’s purpose.The colour palette has been reduced in thiscase and includes only the blue and lightblue in the Wall Street English identity.

10.1Wall Street English World logo

10.1Wall Street English World logo

This is the official Wall Street English World logo. It appears on a WHITE background in the positive versione and on a WSE BLUE background in the negative version. This is the standard and prefered logo to be used. Only in specific cases is it possible to use the Monochrome logo (please see page xx for more details) or the B&W logo (please see page xx for more details).

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10.2Wall Street English World logo / Positive

You are advised to always use the positive version of the Wall Street English World logo on a WHITE background in order to leave the contrast between the marks unchanged.

Only in exceptional cases, and only with pre-approval from the WSE International Marketing Team, the logo can be positioned on a differently coloured background.

02 Balloon & “WORLD"WSE CYAN

01 World map & “WSE”WSE BLUE

02

01

10.2Wall Street English World logo / Negative

You are advised always to use the negative version of the Wall Street English World logo on a WSE BLUE background in order to leave the contrast between the marks unchanged.

Only in exceptional cases, and only with pre-approval from the WSE International Marketing Team, the logo can be positioned on a differently coloured background.

02

02

01

02 Balloon , “WSE” & outlineWSE CYAN

01 World map WSE BLUE

03 "WORLD"WHITE

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10.3Wall Street English World logo / Monochrome

This is an outline version of the World logo. As this version has only one colour, it is suitable for use with the entire Wall Street English colour palette and also in exceptional cases when the background does not use one of our range colours.

You are advised to use the WSE BLUE bubble, world map and outline when the background colour is light and the WHITE bubble, world map and outline when the background colour is dark. In some cases the background colour may permit either the WSE BLUE or the WHITE outline, as shown on the next page.

02 world mapTRANSPARENT

02

01 “WSE”, Balloon, and outlineWHITE

WSE CYAN

WSE LIGHT BLUE

WSE PEACH

WSE SKIN

WSE RED

10.3Wall Street English World logo / Monochrome / Colour suggestions

01

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This is a black and white version of the World logo in which the colours have been converted into grey scale, with WSE BLUE becoming 100% black and WSE CYAN 50% black. This version has been created for fax sheets and black & white print-outs.

03 "Balloon"WHITE

02 "WORLD" gap50% BLACK

01 Outline, world map, "WSE"100% BLACK

10.4Wall Street English World logo / B&W

02

01

03

The B&W Wall Street English World logo can only be used for facsimiles and B&W printers.

10.4Wall Street English World logo / B&W

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Wall Street English Brand Guidelines Wall Street English World logo 10.0

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10.5 Proportion & exclusion zones /Wall Street English World logo

Exclusione zoneTo ensure that the Wall Street English World logo is always clear and unobstructed, it is important to provide an area of clear space around it. The minimum exclusion zone is shown here. The exclusion zone cannot be reduced but can be increased.


Wall Street English World logo

1/2

X2

/3 X

1/2 X X 2/3 XX 1/2 X

1/2 X 1/2 XX 2/3 XX

1/2

X2

/3 X

X

X

The logo has been designed to present a clear relationship between all elements. The reference measurement, X, is the width of the "World". The lettering and exclusion zone are base on X. It is important to keep these proportions correct because they give a sense of consistency to the logo as a whole. It is absolutely prohibited to modify the proportions of the logo.


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The Wall Street English World logo should always be legible and must never lose its shape when reduced to a small size.

10.6Logo minimum sizes

Print basedThe Wall Street English World logo should always be legible and must never lose its shape when reduced to a smaller size. In print, the logo can be used with a minimum width of 18 mm.

Screen basedFor use on websites and screen-based reproduction, the Wall Street English World logo should not be smaller than 80 pixels wide.For minimum size of the digital logo please refer to the internal digital guidelines.

10.6Logo minimum sizes

Print based

Screen based

Master logoReproduces down to 80 pixels

Master logoPrints no smaller than 18 mm

18 mm

80 px

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For the Wall Street English World mobile application logo, we’ve used the most recognisable and direct icon to express the platform’s goal: to connect the world through English.We’ve therefore chosen an image of the earth with colours and a graphical style that are aligned with the Wall Street English identity. This essential image doesn’t need any other explanations to convey its content and its association with the brand is immediate.

10.7Wall Street English World logo icon

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10.7Wall Street English World logo icon

This is the Wall Street English World logo icon. It appears always on a WHITE background. This is the standard and prefered logo icon to be used.

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Exclusion zoneTo ensure that the Wall Street English World logo is always clear and unobstructed, it is important to provide an area of clear space around it. The minimum exclusion zone is shown here. The exclusion zone cannot be reduced but can be increased.


Wall Street English World logo

1/2

X

1/2 X X 1/2 X

1/2 X 1/2 XX

1/2

X

1/2

X

1/2

XXX

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The logo has been designed to present a clear relationship between all elements. The reference measurement, X, is the width of the "World". The lettering and exclusion zone are base on X. It is important to keep these proportions correct because they give a sense of consistency to the logo as a whole. It is absolutely prohibited to modify the proportions of the logo.



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11.0Wall Street English World Logo Brandidentity

11.1 Logomania

Contents /

11.0 Wall Street Englihs World Logo Brand identity Wall Street English Brand Guidelines

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Wall Street English Brand Guidelines Wall Street English World logo Brand identity 11.0

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Positive versionThe Wall Street English logomania is an element that forms part of the brand identity and is used for promotional materials, give–aways, events and other brand communications.It has a modular quadratic structure with Wall Street English World and can be used on all types of surfaces. The monochrome versions are recommended to be used on transparent surfaces.

11.1 Logomania

Positive colour version

Positive monochrome version

Negative versionThe negative version should be used when the background is WSE BLUE.

11.1Logomania

Negative colour version

Negative monochrome version

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12.0Wall Street English World Logo Formats for advertising


Contents /

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Wall Street English Brand Guidelines Wall Street English World logo Format for advertising 12.0


X

1/4

X


www.wseworld.com

The World is yourclassroom.

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© 2014 by Wall Street Institute KFT, Luxembourg Branch (for all countries except China)© 2014 by Gamma Master China Limited (for China) All rights reserved; no part of this manual may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the permission of the rights holder.This material is the intellectual property of Wall Street Institute KFT, Luxembourg Branch and Gamma Master China Limited. This manual is provided solely as a management tool and resource and is to be used exclusively for Wall Street Institute and Wall Street English centers. This manual contains confidential information proprietary to Wall Street Institute KFT and Gamma Master China Limited. Wall Street Institute/Wall Street English policies & procedures may be reviewed and changed from time to time without prior notice. This manual may only be translated into other languages with the prior written consent of the copyright owners.Any translation shall require the exclusive assignment of all the rights on the translation to Wall Street Institute KFT Luxembourg Branch (for all countries except China) and Gamma Master China Limited (for China) or their designees.

Trademark Registration and Registered Trademark Symbol. All territories should use the new brand and the registration symbol in compliance with applicable local laws. The new Wall Street English brand is currently in the registration process. All territories will be notified when the registration process has been completed in that territory. Prior to that notification WSI International cannot guarantee that registration may not be challenged or disputed until the full registration process has been completed and territories will use the trademark at their own risk. Territories should check and follow the applicable regulations for the use of the registered trademark symbol. Please contact Natalija Prokopovitsj at [email protected] for any questions regarding this.

Wall Street EnglishBrand Guidelines

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wse brand guidelines v8

Documents

wall street english

wall street english

wall street english

brand overview3

brand philosophylogo4

brand book guidelines

logo misuse4

logo misuse10