AIESEC Brand Toolkit v 1 0 July 2004

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AIESEC Brand Toolkit v 1. 0 [July 2004] AIESEC Brand Promise

AIESEC Brand Toolkit v 1. 0 [July 2004] Brand Promise • Essence • Primary Elements • Secondary Elements What is our Brand Promise?

AIESEC Brand Toolkit v 1. 0 [July 2004] Brand Promise • 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 AIESEC Uniqueness

AIESEC Brand Toolkit v 1. 0 [July 2004] Positioning

AIESEC Brand Toolkit v 1. 0 [July 2004] Reinforces Global and describes nature of AIESEC experience Positioning Most accurate description of the Youth-driven element of AIESEC brand promise The international platform for young people to explore and develop their leadership potential Represents the different opportunities we offer. It addresses Connecting and brings out the self-driven aspect of Activating Leadership. Global Descriptor Develop and discover is a distinguishing feature of AIESEC experience and Activating Leadership

AIESEC Brand Toolkit v 1. 0 [July 2004] Positioning • 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: AIESEC is the international platform for young people to explore and develop their leadership potential to have a positive impact in society. Global Descriptor

AIESEC Brand Toolkit v 1. 0 [July 2004] Logo

AIESEC Brand Toolkit v 1. 0 [July 2004] 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 Logo Rationale

AIESEC Brand Toolkit v 1. 0 [July 2004] Logo • Blue Logo on AIESEC Orange Background • Blue Logo on White Background • White Logo on AIESEC Blue Background • Black Logo on White Background (only in b/w print) Color Combinations

AIESEC Brand Toolkit v 1. 0 [July 2004] 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 Free Space

AIESEC Brand Toolkit v 1. 0 [July 2004] Logo Bleeding off page Covering 80% of page width 1. 5 units from edge of page 8 mm on A 4 Global descriptor right aligned and same colour as logo Placement and Size

AIESEC Brand Toolkit v 1. 0 [July 2004] Color

AIESEC Brand Toolkit v 1. 0 [July 2004] 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 PMS 286 C CMYK C 100 M 76 Y 0 K 18 RGB R 0 G 51 B 153 #003399 Primary Colours Orange PMS 1235 C CMYK C 0 M 40 Y 90 K 0 RGB R 255 G 153 B 51 #FF 9933

AIESEC Brand Toolkit v 1. 0 [July 2004] Alumni PMS 484 C CM YK C 0 M 100 Y 100 K 30 RGB R 151 G 0 B 10 #97000 A Organisations PMS 313 C CM YK C 100 M 0 Y 5 K 10 Students PMS 382 C RGB R 0 G 152 B 208 #0098 D 0 CM YK C 40 M 0 Y 100 K 0 RGB R 182 G 200 B 39 #B 6 C 82 7 RGB R 128 G 204 B 232 #80 CCE 8 CM YK C 20 M 0 Y 50 K 0 RGB R 219 G 228 B 147 #DBE 49 3 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 #F 1 F 4 D 5 RGB R 218 G 240 B 248 #DAF 0 F 8 CM YK C 6 M 0 Y 15 K 0 RGB R 203 G 128 B 133 #CB 8085 CM YK C 50 M 0 Y 2, 5 K 5 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 • Alumni – Maroon • Students – Green • Organizations – Light Blue RGB R 244 G 247 B 224 #F 4 F 7 E 0 50% CM YK C 0 M 50 Y 50 K 15 Color • Saturations: 100%, 50%, 20%, 15% • Gives additional consistency and gives distinguishing and versatility to design • Should be first color used after primary colours 15% CM YK C 0 M 15 Y 15 K 4, 5 RGB R 240 G 218 B 219 #0 DADB CM YK C 15 M 0 Y 0 K 1, 5 Stakeholder Highlights

AIESEC Brand Toolkit v 1. 0 [July 2004] Typography

AIESEC Brand Toolkit v 1. 0 [July 2004] Font • The consistency of typography strengthens the visual recognition of our brand • Arial – for general use and printing • Verdana – for web Arial ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz Verdana 1234567890 ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1234567890 Font

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2 PR DAY Brand promis and standarts.pptx

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