aiesec brand toolkit v1.0 [july 2004]

AIESEC Brand Toolkit v1.0 [July 2004]

AIESEC Brand Toolkit


Agenda

•Why Branding

•AIESEC Brand Promise

•Positioning

•Logo

•Color

•Typography

•Templates

•Brandsite

Why Branding


What is a brand?


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?


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 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


Brand Promise

What is our Brand Promise?

•Essence

•Primary Elements

•Secondary Elements


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


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


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


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


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


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


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


Brand Promise

Diversity


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


Positioning

Global Descriptor


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


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


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


Positioning

Are you following the masses or

following your passions?



Positioning

Are you eating Chinese Take Out or

Dining in Beijing?



Positioning

Are you reading case studies or

developing global strategies?

It’s Up To You – Organization Example


Positioning

Is leadership in your new hires a

“must do” or a “must have”?

It’s Up To You – Organization Example


Positioning

Are you going after new markets or

bringing them to you?

It’s Up To You – Alumni Example


Positioning

Is AIESEC a part of your past or a part

of your present?

It’s Up To You – AIESEConnect Example


Positioning

Are your AIESEC friends just

memories or just a click away?


Logo

Logo Rationale


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


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


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


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


It’s up to you! Icon

It’s up to you! Icon


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


Color

Primary Colours


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


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


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.


Typography

Font


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


Creation Guide

It’s up to you! questions


Templates

•Choice

•First Okay, Then Better

•Reasonable Gap

•Purpose (brand promise element, opportunity)

•Connection

Basic Guidelines

Creating and Using Images


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


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


Templates

Posters


Templates

•With or without image

•With or without sponsors

•Use 3-7 questions per

campaign

•Pick one design per

campaign

Leaflets


Templates

•Same as posters

•Can put case studies on

back

Advertisements


Templates

•Longer Text

Pamphlets


Templates

•Tri-fold

•Alumni, Student, and

Organization version

•Optional Insert for It’s up

to you! question on inside

Brochure


Templates

•Two fold

•Alumni, Student, and


•Optional insert for It’s up

to you question

Powerpoint


Templates

•Alumni, Student,


•Co-branding with partners

in text in lower left corner

Newsletter


Templates

•Version for each

stakeholder

•Will develop html version

Case Study


Templates

•Alumni, Student,


•Can be used as a product

sheet

Letterhead


Templates

•Official full color header

•Regular print version in

word

Business Cards


Templates

•With or without photo


Brandsite

Brandsite – www.aiesec.net/brandsite


Brandsite

•Comprehensive site to support education and implementation of the brand

Brandsite – www.aiesec.net/brandsite


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