The Brand BookAIESEC MAURITIUS

The Brand BookThe Brand BookT

Welcome

Hello Everyone,

If you are reading this, you made the first step in understanding the visual aspect of AIESEC - The WHY behind certain shapes

with certain colors. Communication and Marketing are very important in AIESEC because they project what the organization is

doing and makes it reach the right customers while helping them at each and every steps of their journey.

The Brand Book is here to give a direction to AIESEC Mauritius and teach the members. Throughout the book, you will under-

stand the why we use some colors and the new design concepts and rules related to the creation of communication materials

in AIESEC.

Have a happy reading.

Bholanauth JasonMCVP Communication & MarketingAIESEC Mauritius 14|15

What is Branding?Our brand is the idea or image of AIESEC that consumers connect with. It projects what we are and what we want to be and defines what people think and feel about us. Branding consists of anything representing our organization, including the name, logo, slogan or design - Our visual Identity. Branding does not stop to the visual identity of the organization only, but it also relates to how AIESECers behave and project the values of the organization.

Branding helps us to:

Strengthen our identityTell people what our organisation is Create recognition and loyalty with our stakeholdersDifferentiate ourselves from competitionConsolidate our reputationProvide motivation and direction to our members

Create clarity and consistency in our messagesRepresent our standards and valuesConnect emotionally with our members and ex-ternal stakeholders

`

All the COLORSyou CAN USE

with opacity or solid color

AIESEC LOGO Blue Pantone 286C Web (hex) #003399

RGB

0/51/153

CMYK 100/91/6/1 HSB 220/100/60

Lab 25/21/-61

AIESEC SIGNATURES An initiative by Powered by

Helvetica Oblique (Required)

AIESEC Branding?

VISUALElementsThese shapes never substitute de AIESEC logo

All materials should include the AIESEC logo in one form or another. Logos cannot be altered in any way.

- Always preserve the logo’s proportion

- Use the logo only in horizontal or vertical form

- The logo should always be distinctly identifiable and should not be altered in any way.

- Logos without backgrounds are allowed.

- The “AIESEC” letters on the logo should always have solid color that is aligned with the logo color combination

AIESEC BRAND RULES

AIESEC in Written FormatsThe word AIESEC should be written in capitals, wherever possible.

Our impact:Our international platform enables young people to explore and develop their lead-ership potential for them to have a positive impact in society.

AIESEC Descriptor:The global youth network impacting the world through leadership development experiences

LOGO RULES

Clear spaceTo protect the strength and integrity of the logo, a clear space, free of any other visual elements, should be maintained. This includes additions of entity (country, territory, local) names, changing back-ground colors, or adding a shadow. The only exception is with the global descrip-tor.In the example below, the unit of meas-urement for clear space equals the height of the people. The clear space on the right side is 1 unit. The clear space on the left, bottom, and top is 0.5 units.

Logo placement and SizeThe placement for the logo is to bleed off the left or bottom side of the page and cover 80 percent of the page. The logo should be placed prominently on any ma-terials and should not be placed as a background, within text, or underneath text or images.On A4 pages – both portrait and land-scape – the height of the logo should be at least 8 millimeters. We recommend 1.5 units from the logo to the upper or lower edge of the page (see illustration). For other page sizes, follow the 80% recom-mendation and use the downloadable vector format to resize at optimal propor-tions and without quality loss.The use of the descriptor under the logo is optional however when you decide to it please adhere to the space guidelines.

AIESEC BRAND RULES

The placement for the logo is to bleed off

HOW CAN I MAKE BRAND ALLIGNED ADVERTISING?

STEP 1

RECOMMENDATIONS

1.1 CHOOSE YOUR LANGUAGEThe language that you choose needs to be the official one for the entire program in your country.

1.2 SELECT YOUR GLOBAL ISSUESDepending on your focus issues select the icons that you want to use

1.3 DECIDE YOUR MAIN CHANNELSThis will help you to make a better promotional material. Remember that the importance of advertising is that it needs to fits with all your com-munication channels.

STEP 2

RECOMMENDATIONS

2.1 SELECT YOUR INFOThink about which info you want to deliver. What do your customer needs to know?

2.2 SELECT YOUR TYPOSTry to combine different typos with the official one. Select one that can reflect the essence of the program.

2.3 CHOOSE YOUR IMAGES

Select all the images that are going to represent your program. All of them need to be the same in all your channels

STEP 3

RECOMMENDATIONS

3.1 DESIGN YOUR BANNERS

Try to make something that can fit with the AIESEC brand and can sup-port all the info that you want to give

3.3 PIN YOUR ADD WITH THE AIESEC BRAND AND MAKE

YOUR GUIDELINESSelect the shapes that fit better with your banners and pictures. Estab-lished your guidelines so that will be easier to make different applica-tions.

3.4. MAKE YOUR CAMPAIGN VER-SIONS!

Global Cit�en and Global Talent

The OGX programs, GIP (Global Internship Pro-gram) and GCDP (Global Cultural Development Program) has been rebranded as Global Talent and Global Citizen by AIESEC International. AIESEC Mauritius will no longer be using the terms GIP and GCDP as we have adopted the international brand. To provide a better understanding of our exchange programs to potential EPs, we are promoting sub-products under each of the two brands.

The typeface for Global Citizen and Global Talent cannot be altered in any way. Usage of icons are optional.

GLOBAL CITIZEN & Global Talent logos

OFFICIAL ICONSO�cal icons may be used in any opacity or colour.

Global Cit�en Icons

The sub-product logos cannot be altered in any way. All logos must be accompanied by sub-product name.

Global Talent Icons

The sub-product logos cannot be altered in any way. All logos must be accompanied by sub-product name.

T�ography

TYPEFACE

The typeface used for all Global Citizen and Global Talent mate-rial is called Novecento Wide.Select the typeface that best fits with your promotional materials. It is recommended to use two differentweights to enhance text and visual appearence. One other typeface may also be used con-currently.

Elements

REGULAR AND IRREGULAR BANNERSBe creative and create your own regular and irregular banners. Any colour or opacity may be used.

DASHED LINESUse lines in any direction to compliment the shapes in your design. Here are some examples:

Resources

Global Citizen and Global Talent Logos and Sub-Products:http://www.myaiesec.net/content/viewfile.do?contentid=10277681AIESEC Brand Refresh Shapes:http://www.myaiesec.net/content/viewfile.do?contentid=10255523Novecento Wide Font:http://www.myaiesec.net/content/viewfile.do?contentid=10235157Helvetica Neue Font:http://www.myaiesec.net/content/viewfile.do?contentid=10278043AIESEC Short Logo:http://www.myaiesec.net/content/viewfile.do?contentid=10077263AIESEC Short Logo (No Background):http://www.myaiesec.net/content/viewfile.do?contentid=10198701AIESEC Long Logo:http://www.myaiesec.net/content/viewfile.do?contentid=10078714AIESEC Long Logo (Descriptor):http://www.myaiesec.net/content/viewfile.do?contentid=10077247Global Visual Branding Guideline (AIESEC International):http://www.myaiesec.net/content/viewwiki.do?contentid=10067369Brand Refresh Guideline (AIESEC International):http://www.myaiesec.net/content/viewfile.do?contentid=10250773Youth to Business Branding Guideline (AIESEC International):http://www.myaiesec.net/content/viewfile.do?contentid=10283959

AIESEC International Flickr:http://www.flickr.com/photos/aiesecinternational/AIESEC Global Gallery Flickr:http://www.flickr.com/groups/aiesecglobalgallery/

E-MAIL: jason.bholanauth@aiesec.netMCVP Marketing & Communication

AIESEC Mauritius | 14-15

With the contribution ofRick Motur | Helena Lutchmun | Chris Idakwo | Niteekant Tooreea