Brand Experience!

 

   

 

   

Physical manifestation….What does it mean?

 

   

 

 

 

Visual Guidelines!

 

      

Logo

 

   

Logo Rationale

•Developed in 1991 – still relevant and important

•The logo Design shows Young people gaining definition as they come out of the blue Mass

Young people forming themselves as individuals for the future

•It should not be modified in anyway

 

   

Color Combinations

•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

•To protect strength and integrity of logo•This includes country/LC names, changing background colors, or adding a shadow.

1 unit = height of people1 unit free space on the right½ unit free space on bottom, top, and left

 

   

Placement and Size

Covering 80% of page width1.5 units from edge of page8mm on A4Global descriptor right aligned and same colour as logo

 

   

Global descriptor

The use of the descriptor under the logo is optional however when you decide to use one, always use the global descriptor

The Global Descriptor is preferred to accompany the AIESEC Logo. The descriptor supports the AIESEC logo in people understanding more about the organization at first view itself.

 

      

Color

 

   

Primary Colours

•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

CMYKC 100M 76Y 0K 18

RGBR 0G 51B 153#003399

CMYKC 0M 40Y 90K 0

RGBR 255G 153B 51#FF9933

 

   

Stakeholder Highlights

•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

CMYKC 0M 100Y 100K 30

RGBR 151G 0B 10#97000A

CMYKC 100M 0Y 5K 10

RGBR 0G 152B 208#0098D0

CMYKC 40M 0Y 100K 0

RGBR 182G 200B 39#B6C827

50%

CMYKC 0M 50Y 50K 15

RGBR 203G 128B 133#CB8085

CMYKC 50M 0Y 2,5K 5

RGBR 128G 204B 232#80CCE8

CMYKC 20M 0Y 50K 0

RGBR 219G 228B 147#DBE493

20%

CMYKC 0M 20Y 20K 6

RGBR 235G 205B 207#EBCDCF

CMYKC 20M 0Y 1K 2

RGBR 205G 235B 246#CDEBF6

CMYKC 8M 0Y 20K 0

RGBR 241G 244B 213#F1F4D5

15%

CMYKC 0M 15Y 15K 4,5

RGBR 240G 218B 219#0DADB

CMYKC 15M 0Y 0K 1,5

RGBR 218G 240B 248#DAF0F8

CMYKC 6M 0Y 15K 0

RGBR 244G 247B 224#F4F7E0

 

   

General Highlights

Blue Orange

PMS 286C PMS 1235C

CMYKC 100M 76Y 0K 18

RGBR 0G 51B 153#003399

CMYKC 0M 40Y 90K 0

RGBR 255G 153B 51#FF9933

50%

CMYKC 15M 11,4Y 0K 2,5

RGBR 134G 138B 186#868ABA

CMYKC 0M 20Y 45K 0

RGBR 239G 209B 150#EFD196

20%

CMYKC 20M 15,2Y 0K 3,6

RGBR 205G 207B 228#CDCFE4

CMYKC 0M 8Y 18K 0

RGBR 249G 238B 215#F9EED7

15%

CMYKC 15M 11,4Y 0K 2,7

RGBR 218G 219B 235#DADBEB

CMYKC 0M 6Y 13,5K 0

RGBR 250G 242B 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

•The consistency of typography strengthens the visual recognition of our brand•Arial – for general use and printing•Verdana – for web•AIESEC should always be written in capital letters

ArialABCDEFGHIJKLMNOPQRSTUVXYZabcdefghijklmnopqrstuvxyz1234567890 Verdana

ABCDEFGHIJKLMNOPQRSTUVXYZabcdefghijklmnopqrstuvxyz1234567890

 

      

Templates

 

   

Product Sheet

•Alumni, Student, Organization version•Can be used for every product

 

   

Powerpoint

•Alumni, Student, Organization version•Co-branding with partners in text in lower left corner

 

   

Envelopes

 

   

Posters

•With or without partners’ logo

 

   

Letterhead - memorandum

•Official full color header•Regular print version in word

 

   

Business Cards

Templates

•With or without photo

 

   

Now let’s go back to AIESEC Experience, our starting point

 

   

 

   

Filter tool!

 

   

 

   

Web Publishing!

 

   

•It is important to use Verdana•It is important to constantly update websites with consistent information

•It is important to respect the web visualisation