AIESEC Visual Brand Toolkit

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PLAY, EXPERIMENT & CREATE Look & Feel of AIESEC’s Global Brand

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Transcript of AIESEC Visual Brand Toolkit

Page 1: AIESEC Visual Brand Toolkit

PLAY, EXPERIMENT

& CREATELook & Feel of AIESEC’s Global Brand

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2 3

Look & Feel of AIESEC’s Global Brand

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5Look & Feel of AIESEC’s Global BrandPlay, Experiment and Create

CONTENTS.

The story 7

Visual elements 11

Do’s & Dont’s 13

Using colors 15

Using typography 17

Tips and Tricks PLAY, MAKE & SHARE 19

Inspirational examples 21

AIESEC logo 33

AIESEC image bank 37

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7Look & Feel of AIESEC’s Global BrandPlay, Experiment and Create

AIESEC has entered into a process of redesigning the

way the AIESEC brand is playing a role in the service

delivery towards their customers and other

stakeholders. It is recognised that the AIESEC brand

plays a key role in the global AIESEC organisation.

The AIESEC Brand Refresh has developed a

concept for additional visual elements to give all

AIESEC members and programs maximum freedom,

flexibility and adaptability.

The Refresh aims to empower local chapters and offer

tools and a new way of working to adapt the global

brand to local context.

The Refresh aims to translate the networked nature of our organisation, the energy and culture within AIESEC into a visual language and a new way of working. To show who we are on the inside to the outside world.

The concept consists of five very simplistic but strong

visual elements that reflect the strength of AIESEC

born from the brand attributes:

Impactful, Inclusive, Daring, Dynamic, Diverse.

The shapes are the simplification of the letters

A-I-E-S-E-C. However, the shapes are not replacing

the AIESEC logo, but support the individual chapters

in giving them the creative freedom to

PLAY, EXPERIMENT AND CREATE.

THE STORY BEHIND THE VISUAL ELEMENTS OF THE GLOBAL BRAND REFRESH

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The concept aims to facilitate and empower

members to adapt the Brand, the Visual Elements and

the Brand Experience to their own global, national or

local context without getting disconnected from the

global brand or distorting it. We’ll strengthen and build the global AIESEC Brand by designing it together.

It also challenges the members to explore and play

with the brand in order to dissect, rebuild and

understand its DNA. All existing and new incoming

members will be asked to engage with it.

This challenge is a new way of working.

This process will become part of the AIESEC

learning experience.

In other words we invite all AIESEC members to take

ownership and responsibility for the Brand. To play

with the visual elements, and adapt them.

This reinforces AIESEC as a platform, facilitating and

supporting all members. This translates the AIESEC

vision into a living and evolving brand, befitting a

modern global and human-centred network

organisation.

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The shapes are the simplification of the letters AIESEC. They should always be used in the right proportion.

VISUAL ELEMENTS.

A I E S E C

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DO’S & DONT’S.- Always use two or more different shapes

- The individual shapes must be recognisable

- Use transparent or full color shapes

- The shapes are not to be used to replace the AIESEC logo

- The shapes should always be used in the right proportion

- All materials representing AIESEC should have an AIESEC “signature”

x

x

ok ok

ok

ok

ok

ok

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x ok

x ok

x ok

x ok

x ok

x ok

x ok

x ok

x ok

x ok An initiative of AIESEC

x ok

Play, Experiment and Create

ok Powered by AIESEC

{I’m not a logo}

ok

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Feel free to use any color you like!

USING COLORS.

Play, Experiment and Create14

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There are two fonts you can use for your design. You can use Helvetica (regular, italic, bold and bold italic) and

you can use Georgia (regular, italic, bold and bold italic).

abcdefghijklmnopqrstuvwxyz Helveticaabcdefghijklmnopqrstuvwxyz Helvetica italic for body textabcdefghijklmnopqrstuvwxyz Helvetica bolabcdefghijklmnopqrstuvwxyz Helvetica bold italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ Georgia- regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ Georgia - Italic for headers and body text

ABCDEFGHIJKLMNOPQRSTUVWXYZ Georgia- bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ Georgia- bold italic

USING TYPOGRAPHY.

ok

I’m using Georgia in my design

I’M USING GEORGIA IN MY DESIGN

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ok

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PLAY, MAKE & SHARE. TIPS FROM DESIGNTHINKERS GROUP

http://pinterest.com/aiesec

Get inspired by the visual guidelines.

Ask feedback.Use the AIESEC community.

NO YES

ARE YOU A DESIGNER?

Do you know a designer?

NO

NO

1: Look at the examples on pinterest2: See something you like3: Connect with the designer or play with visual elements yourself and get some feedback!

MAKE

SHARE

YES

YES

Look for inspiration on pinterest.Co-create with your team.

PLAY

PLAYLook for inspiration.Co-create with your team.Make a design brief.

Do you have any experience i in graphic design

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INSPIRATIONAL EXAMPLES.

AIESEC SWITZERLAND

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powered by AIESEC

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an initiative of AIESEC

YouthSpeak2015

Play, Experiment and Create

facebook banner

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aiesec.org

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GLOBAL COMMUNITY

DEVELOPMENT PROGRAMME

a volunteer-abroad experiences

An opportunity for young people to develop entrepreneurial and responsible leadership by creating direct positive impact through an international volunteer experience.

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you can find more examples on pinterest; http://pinterest.com/aiesecBrand

Play, Experiment and Create

facebook banner

facebook icon

GLOBAL COMMUNITYDEVELOPMENT PROGRAMME

a volunteer-abroad experiences

GCDP

an initiative of AIESEC

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The logo can be used as a powerful tool for communication if communicated consistently and with repeatedly.

Follow the rules which are written down for the AIESEC logo;

- You may use the long logo or short logo

- AIESEC text signatures can be used for AIESEC Sub-brands (ex. Y2B, ELD Programmes)

Colour CombinationsThe following combinations of the logo here illustrate the correct use of the logo in positive and reverse formats.

Any of these combinations can be used in any medium of communication, i.e. print, web, etc.

Any other combinations or changes to the typeface should not be used.

AIESEC LOGO

Play, Experiment and Create

c

ok An initiative of AIESEC

ok Powered by AIESEC

BluePantone 286CWeb (hex) #003399RGB 0/51/153CMYK 100/91/6/1HSB 220/100/60Lab 25/21/-61

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AIESEC LOGO (CONTINUED)

- 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

- The AIESEC “Blue Man” can be used for Social Media Page Profile Photos

ok x

ok x

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AIESEC IMAGE BANK.

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You can find more photos on Flickr: www.flickr.com/photos/34836988@N07/

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2013

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