ELSACorporate Identity Handbook

IntroductionThe purpose of the Corporate Identity Handbook is to create uniformity in the visual image of ELSA.By following the Corporate Identity, you will create powerful and consistent marketing materials, while at the same time strengthening the ELSA brand.

The Corporate Identity plays a significant role in the way our Association is perceived by externals. When you createmarketing materials you are not only representing yourrespective group, you are also representing the entire Network.

The guidelines below were created to unify the commu-nication and to help represent ELSA as a professionalassociation. The ultimate goal is a stronger, more consistent, unified visual presentation of the ELSA brand.

The guidelines in this handbook are a combination of binding and non-binding regulations. For more information on the binding regulations concerning the uniformity of ELSA, please see the Marketing part of the Council MeetingDecision Book.

We hope you will find everything you need to achieve your marketing goals in the following pages. But if you do have any questions, please do not hesitate to contact theVice President for Marketing of ELSA International.

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Dagne SabockyteVice President for MarketingELSA International 2015/2016

Nikolai Karleif LyngnesGraphics Design TeamELSA International 2015/2016

Marketing is Everything andEverything is Marketing“ ”- Regis McKenna

The ELSA Logo

Download the logo from the Officers’ Portal > Marketing > Logo Generator

The ELSA logo is the mostimmediate representation of our Association, our people, and our brand to the world. In order to build a unified image of ELSA,correct use of the logo is essential.

The ELSA logo consists of two parts:the design and the subtitle. When the logo is used by a National or Localgroup, it shall be in combination with the name of their respective group.The name shall always be written in capitals and in English!

Remember that the ELSA logo shallbe featured on all marketing materials,regardless of media.

258 px

70 px

550 px

46 px

225 px225 px

1000 px

374 px

x

258 px

70 px

70 px

550 px

46 px

46 px

225 px225 px

1000 px

490 pxx

Only to be used by ELSA International

To be used by NG / LG

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Logo Colours

Use the ELSA Blue logo as much as possible.

The ELSA logo shall under no circum-stances be used in any other colours.

See page 6 for colour codes.

ELSA BlueThe logo in ELSA blue is the standard logo and should be used as much as possible.

BlackThe black logo is mainly used for black & white material and master copies.

GreyThe grey logo is used in order to placeemphasis on something or not todistract from important content.

WhiteThe white version of the logo is used when the logo is to be placed against dark back-grounds.

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= Protected Zone

Protected Zone

Give the logo some space!

In order to maintain the integrity of the ELSA logo, it is important that no other logos, type or graphical elements infringe on it’s space.

The size of the protected zone isdetermined by the cap height ofthe letter “L” in the ELSA logo and isto be respected for all directions.

Have a look at the figures to the right to get a clear picture of the protected zone of the logo.

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Do’s & Don’ts

Do not alter the ELSA logo in any way!

Do not alter the ELSA logo in anyway. Do not animate, colour, rotate,skew, or apply effects to the logo. Do not separate the elements.

The following illustration demon-strates correct and incorrect logo use. Whilst it does not cover everypossible scenario, you will formulatea good idea of what is acceptableand what is not. Never attempt to create the logo yourself, change the font, or alter the proportions. Always use the logo generator or the provided templates.

If in doubt, do not hesitate to ask the Vice President of Marketing of ELSA International.

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1. Correct logo use.2. Do not move the elements.3. Do not remove the subtitle.4. Do not apply any effects.5. Do not rotate the logo.

6. Do not alter the proportions. 7. Do not make a pattern or texture out of the logo8. Do not recolor the logo.9. Do not add any ornaments to the logo.

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ELSA Colours

Other colours can be used, as long as the colours of the logo are respected.

The ELSA corporate colour palette consists of five colours and can be used in any combination as long as the integrity of the brand is notdiminished.

The ELSA Blue should be used as an anchor in the material, but do not overuse it.

We have defined a core set of colours for you to start with. This does not mean that other complementary colours can´t be used. Make sure that the Corporate Identity is notundermined by non-corporate colours.

It is recommended to use CMYK for all print productions. RGB-colours are used for digital media.

Blue

RGB: 10 48 135

CMYK: 100 85 0 0

WEB: #0a3087

PMS Reflex Blue

RGB: 255 255 255CMYK: 0 0 0 0WEB: #ffffff

RGB: 0 0 0 CMYK: 0 0 0 100WEB: #000000

RGB:102 102 102CMYK: 0 0 0 60WEB: #666666

RGB: 249 71 17

CMYK: 0 87 100 0

WEB: #f94711

White

Black

Grey

Orange

Not a logo colour

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Supportive Colours

The combinations are endless.

To complement the ELSA primarycolour palette, a set of supportivecolours may be used. These coloursare most appropriate in corporate design elements, charts and graphs, in lines and dots.

Do not be afraid to supplement with colours outside this palette.Be creative!

R: 39G: 72B: 145

C: 97M: 83Y: 10K: 1

R: 159G: 173B: 206

C: 37M: 26Y: 6K: 0

R: 63G: 62B: 157

C: 85M: 70Y: 9K: 1

R: 182G: 193B: 218

C: 28M: 18Y: 9K: 4

R: 87G: 113B: 170

C: 73M: 56Y: 9K: 0

R: 207G: 214B: 231

C: 17M: 11Y: 2K: 0

R: 110G: 133B: 182

C: 61M: 44Y: 8K: 0

R: 230G: 234B: 243

C: 8M: 5Y: 1K: 0

R: 134G: 153B: 193

C: 50M: 34Y: 8K: 0

R: 243G: 245B: 259

C: 3M: 2Y: 0K: 0

60%

80%

100%

Examples

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ELSA Fonts

Download the fonts from the Officers’ Portal > Marketing > Fonts

As with our logo, consistent useof our corporate fonts, EB Garamond and Helvetica Neue,reinforces ELSA’s brand identity.

Helvetica Neue should be used for headlines and may be used for copy and digital materials. Short headlines or labels can be all caps, otherwiseheadlines and subheads are sentencecase.

EB Garamond should be usedprimarily for extended running body copy in longer, multiple-pagedocuments, such as brochures anddatasheets.

Due to licensing Arial can be used instead of Helvetica Neue.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567890=~!@#$%^&*()+[]\{}|:;’:”<>?,./Helvetica Neue LightHelvetica Neue Light ItalicHelvetica Neue RegularHelvetica Neue ItalicHelvetica Neue MediumHelvetica Neue Medium ItalicHelvetica Neue BoldHelvetica Neue Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz01234567890=~!@#$%^&*()+[]\{}|:;’:”<>?,./EB Garamond Regular

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Business Cards

Download the template from the Officers’ Portal > Marketing > Business Cards

Business cards don’t only tellpeople who you are, what role you have in ELSA and how to reach you, but they are also an important part of ELSA’s Corporate Identity.

Keep in mind the quality when printing. Badly printed business cards send out wrong signals to a potential partner.

The information can be altered to fit any need. Simply fill in your personal details and remove any points that are not relevant.Remember to keep it short and simple.

Ola NordmannVice President for MarketingELSA NG/LG

marketing@elsa-ng/lg.org

elsa-ng/lg.org

(+111) 555-000-555

212 Somewhere Rd. That Street

elsa-ng/lg

@elsa-ng/lg

NG/LG

NG/LG

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