Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and...

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Trade shows and events

Transcript of Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and...

Page 1: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Trade shows and events

Page 2: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Content

Introduction 3 Brand at a glance 4

Principles and considerations 5 Design principles 6 Technical considerations 8

Design application 9 Brand elements 10 Logo 11 “Always Learning” tagline 12 Messaging and typography 13 Colors 14 Photography 15 Illustrations 16 Patterns 17 Bringing it all together 18 Don’ts 20

Appendix 22 Colors 23 Accessibility for all 26 Credits 27

Click the folder to download contentKey Check for accessibility

Pearson Brand Guidelines 2016 Trade shows and events 2

Page 3: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Trade shows and events Introduction

Each trade show and event is an important opportunity for us to inspire, engage, and interact with our audiences. So it’s essential that we always apply the Pearson brand identity effectively, and communicate our brand narrative consistently, in all the materials we create for our trade shows and events.

The following guidelines apply to the Pearson master brand visual identity and should be used in conjunction with the Pearson brand guidelines, which provide detailed guidance on how to use each element of our visual identity. Here we focus on using those same elements to create a Pearson experience that’s consistently on brand and also perfectly tailored to suit the particular aims and audiences of your specific trade show or event.

The Pearson brand guidelines, and our brand assets including everything from logos and icons to illustrations and photography, can be downloaded from our brand hub at brand.pearson.com.

Merchandise is often an important part of our trade shows. You can order branded merchandise via the eStore link from your MyCloud portal – eStore (USA/Canada), Brand Merchandise (UK & rest of the world). If you require new bespoke items, they must be approved by the central brand team before production. For more advice and information, or to request sign-off, please email [email protected].

Pearson Brand Guidelines 2016 Trade shows and events 3

Page 4: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Trade shows and events Brand at a glance

This is a useful summary of the different elements of our brand strategy, informing how we behave as a company and express ourselves as a brand. When creating trade shows and events, we should always use it as our guide, both for designing the smaller details and shaping the bigger picture.

So our designs should look contemporary, engaging, and dynamic. The voice behind the messaging must be insightful, optimistic, considered and conversational. Similarly, the whole trade show or event should reveal the specifics of our personality, embody our unique cultural values, deliver our brand promise, and ultimately reflect our all-important mission and vision.

For an extended version of our “brand at a glance,” please click the folder above.

For more information on our brand narrative, please click the folder above.

Our vision Empowering human progress through learning

Our mission To help people make progress in their lives through access to better learning

Our cultural values Brave, imaginative, decent, accountable

Our brand promise Let learning flourish

Personality

Inspiring Principled Supportive

Forward-looking

Voice

Insightful Optimistic Considered

Conversational

Look

Contemporary Engaging Dynamic

Tagline Always Learning

Pearson Brand Guidelines 2016 Trade shows and events 4

Page 5: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Principles and considerations

Page 6: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Principles and considerations Design principles

Here are some important design principles to follow when designing for a new trade show or event.

1. Consider your audience Before you begin your designs, first think about the age range and relative formality of your audience, as this should influence your choice of brand elements. For instance, an informal event for a younger audience may require a bright and colorful stand with an emphasis on engaging illustrations.

Make sure that any merchandise you hand out at your event is appropriate to your audience. For instance, our premium notebooks with the debossed Pearson primary logo would work well for a formal audience, while our colorful cups and pencils are ideal for a more informal event with a younger audience.

1 Consider your audience

Welcome to the world’s learning company

Open doors We’re looking for the brightest people

pearson.comLearning changes everything. It helps people gain the skills to find a job or progress their career, and it helps build successful communities and thriving economies. Let your

imagination run wild

Exciting Minds 2016

Photograph by Leah Juarez

Title here Arial Bold 7/10pt 3Arial Regular 02/09/15

Open minds Open doors We’re looking for the brightest people We’re looking for the brightest people

with the most curious mind with the most curious mind pearson.com/careers pearson.com/careers

Learning is a journey of discovery, challenge, inspiration, and wonder. As the world’s learning company, we’re inspired by the way education transforms lives. It’s changed ours, and it’s changed yours too.

Helping people make progress in their lives through learning 16 September 2015

Factual and informative Fun and playful

Pearson Brand Guidelines 2016 Trade shows and events 6

Page 7: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Open

Sans

Principles and considerations Design principles 2. Scale back on brand elements When designing for an event, you should work with a reduced palette of brand elements. If you use too many elements at once, there’s a risk you’ll create an overcrowded and confusing event space.

These examples show how to choose a selection of our brand elements that work together in a complementary way to create a successful and cohesive style in your space.

3. Think about space and pace Combining our brand elements in a carefully considered way will encourage our audience to engage with our event space. You can achieve this by creating a visual hierarchy that avoids using too many elements at once.

2 Scale back on brand elements Two examples showing how a reduced number of complementary brand elements can be used together

Playfair Display

OpenSans

&

3 Think about space and pace

Pearson Brand Guidelines 2016 Trade shows and events 7

Page 8: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Principles and considerations Technical considerations

To create a well-designed and effective trade show or event space, consider the following technical aspects.

1 Balance digital with physical

Both digital and printed materials are key to making our events engaging and informative.

Digital products Large digital screens can be placed within an event space to show videos and animations that are relevant to your event. Include headphones so that viewers can engage further without distractions. Smaller stations that house tablets and computers provide opportunities for a more interactive way for people to engage with digital content such as videos, websites, or demos of our products. Make these areas inviting, with custom furniture where possible or off-the-shelf furniture in our brand colors.

Printed products Ensure that printed products are displayed in an engaging way on desks, podiums, or shelves. They should be positioned in easily accessible areas of the space for maximum audience exposure. Where space permits, create seating areas where people can sit down and read our materials in more detail.

2 Get the lighting right

To present our brand and products in the most effective way, our event spaces should be well lit, bright, and inviting. Wherever possible, consider the following factors:

Pre-existing lighting Before you arrive at the space, try to find out as much as possible about the available lighting. How much natural light does the room receive? How will this change throughout the day? If any additional lighting is provided, will it be suitable for our needs? How accessible are plug sockets for additional lighting?

Lighting our products Printed and digital products should be well lit and on full view. Where budgets allow, shelves that display our printed products should feature appropriate lighting that showcases our products in an inviting way.

Seek expert advice If you’re in any doubt about the type of lighting you need, please speak to an exhibition lighting specialist.

3 Structure your space

Each event space has its own set of unique circumstances and formats, which need to be considered when we’re implementing the principles and elements within these guidelines.

Zoning Whether you’re creating a custom environment or working within a predefined area, it’s important to consider how customers will engage with messaging and content in the show. Think about zoning the different areas of space, for instance creating zones in which you meet and talk with representatives alongside comfort zones where visitors can engage with digital or printed materials.

Flow Think about the layout and make sure visitors can move freely without causing bottlenecks in one area. For example, ensure there is sufficient space between areas for viewing digital content on desks and areas where visitors can read detailed content on wall graphics.

Pearson Brand Guidelines 2016 Trade shows and events 8

Page 9: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Design application

Page 10: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Design application Brand elements

Logo Tagline Messaging Typography Our logo should be used boldly and consistently throughout any event or trade show at which we have a presence.

The Pearson tagline can be used as a final sign-off, appearing below the primary messaging at the trade show.

Messaging should be tailored to your audience, but must be in line with our brand tone of voice and be informed by our brand narrative.

All typography in our trade show graphics and printed materials should appear in our brand typefaces: Playfair Display and Open Sans.

Discover your full potential

Playfair Display

& OpenSans

Colors Photography Illustrations Patterns Our color palette should be used carefully across our event spaces.

Our photography should follow the brand guidelines and be relevant to your event and audience.

Our illustrations should follow the brand guidelines and be used boldly to convey broad themes and messages.

Use patterns sparingly in event spaces and avoid using them on large spaces such as whole walls.

Brand

Primary

Supporting

Accents

To download all of our brand elements and master brand guidelines, which provide comprehensive guidance on how to use those elements, please click the folder above.

Pearson Brand Guidelines 2016 Trade shows and events 10

Page 11: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Design application Logo

Our logo can be used at different sizes and in different positions, depending on the context and format of the event space.

1. Logo and clearspace Use the primary logo wherever possible and always follow its clearspace rules.

2. Approved background colors Only use the logo on top of approved background colors, as shown here.

3. Example use and positioning Our logo can be used in many places, such as walls or banners, hanging signage, on a podium stand, etc. Make sure that the logo appears prominently within the event space, but don’t overuse it by placing it on every available surface.

4. Unique formats For unique formats e.g., narrow banners, or narrow high-level signage where sizing is preset by the exhibition space, use the horizontal version of our logo to maintain maximum brand presence. Avoid placing our primary logo in cramped spaces where it’s unable to stand out.

1 Logo and clearspace 2 Approved background colors

3 Example use and positioning

Hanging signage

Banner

Podium

Learning for all pearson.com

4 Unique formats

For the full set of logo assets, please click the download folder above.

Pearson Brand Guidelines 2016 Trade shows and events 11

Page 12: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Always

 

Design application “Always Learning” tagline

Our tagline can be used sparingly in trade shows and event spaces, depending on the context and format of the piece.

1. Tagline artwork The tagline should be placed after the logo and aspirational messaging. Always use the approved tagline artwork.

2. Background colors Only use the tagline on top of approved background colors. It can also be used on top of imagery as long as it remains legible.

3. Example use and positioning The Pearson tagline can be used in a variety of settings, such as walls or banners where you’re including an aspirational message about Pearson’s mission and learning. It should not be used to sign-off functional or very specific messaging, only broad brand messages. It’s normally sufficient to use the tagline only once in a space. However, if you’re producing a very large trade show where attendees will be exploring the event space for a long time, there may be several places where it’s appropriate to use aspirational messages accompanied by the tagline; if so, ensure that they are very spread out.

For the “Always Learning” tagline, please click the folder above.

1 Tagline artwork 2 Background colors

3 Example use and positioning

Aspirational brand messaging

Learning is a never-ending road of discovery, challenge, inspiration, and wonder.

Tagline used as a sign-off after aspirational messaging Illustration by Tang Yau Hoong

From idea to in the home Production process 

Manufacture 4 - 6 weeks

Design and ideas 2 weeks

Submit proposal

Distribution 2 weeks

Approval 7 days

Pearson Brand Guidelines 2016 Trade shows and events 12

Page 13: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

We're dedicated to environmental sustainability.Entirely carbon neutral, we've reduced our global carbon footprint by 22% over the past 5 years.

We think outside the box. We're always looking for new ways to do business that will enhance our social impact.

It’s part of our DNA.Social impact is hardwired into every decision we make, in all areas of our business.

We get everyone involved. We know we can’t do it alone, so we inspire, involve and recruit others, and collaborate with some of the world’s leading businesses and non-profit organizations.

$100million

We put our money where our heart isand over the past 5 years we've given $100 million to good causes..

Pearson Affordable Learning Fund (PALF) invests in low-cost private schools in low-income communities.

KIVAIn partnership with KIVA, every employee has been given $25 to invest in people's efforts to climb out of poverty.

Project LiteracyOur flagship campaign, Project Literacy partners with more than 15 literacy and socially conscious organizations, and aims to end global illiteracy by 2030.

America’s PromiseOur partnership with America’s Promise increases equal opportunities and employability by focusing on improving graduation rates at US high schools.

Our partnership with Save the Children will enable1000s of Syrian refugee children to access learning.

3.2.1.

22%PALF

SI

20 30

We're dedicated to environmental sustainability.Entirely carbon neutral, we've reduced our global carbon footprint by 22% over the past 5 years.

We think outside the box. We're always looking for new ways to do business that will enhance our social impact.

It’s part of our DNA.Social impact is hardwired into every decision we make, in all areas of our business.

We get everyone involved. We know we can’t do it alone, so we inspire, involve and recruit others, and collaborate with some of the world’s leading businesses and non-profit organizations.

$100million

We put our money where our heart isand over the past 5 years we've given $100 million to good causes..

Pearson Affordable Learning Fund (PALF) invests in low-cost private schools in low-income communities.

KIVAIn partnership with KIVA, every employee has been given $25 to invest in people's efforts to climb out of poverty.

Project LiteracyOur flagship campaign, Project Literacy partners with more than 15 literacy and socially conscious organizations, and aims to end global illiteracy by 2030.

America’s PromiseOur partnership with America’s Promise increases equal opportunities and employability by focusing on improving graduation rates at US high schools.

Our partnership with Save the Children will enable1000s of Syrian refugee children to access learning.

3.2.1.

22%PALF

SI

510

10

We're dedicated to environmental sustainability.Entirely carbon neutral, we've reduced our global carbon footprint by 22% over the past 5 years.

We think outside the box. We're always looking for new ways to do business that will enhance our social impact.

It’s part of our DNA.Social impact is hardwired into every decision we make, in all areas of our business.

We get everyone involved. We know we can’t do it alone, so we inspire, involve and recruit others, and collaborate with some of the world’s leading businesses and non-profit organizations.

$100million

We put our money where our heart isand over the past 5 years we've given $100 million to good causes..

Pearson Affordable Learning Fund (PALF) invests in low-cost private schools in low-income communities.

KIVAIn partnership with KIVA, every employee has been given $25 to invest in people's efforts to climb out of poverty.

Project LiteracyOur flagship campaign, Project Literacy partners with more than 15 literacy and socially conscious organizations, and aims to end global illiteracy by 2030.

America’s PromiseOur partnership with America’s Promise increases equal opportunities and employability by focusing on improving graduation rates at US high schools.

Our partnership with Save the Children will enable1000s of Syrian refugee children to access learning.

3.2.1.

22%PALF

SI

510

20 3010

Together we can change the world.Find out more about our social impact at

neo.pearson.com/socialimpact

Design application Messaging and typography

1. Using consistent type styling When using the Pearson brand typefaces, you should maintain a consistent set of styles across all aspects of a trade show. For example, you could choose to set all headlines in Playfair Display bold, with body copy in Open Sans. Avoid changing the style throughout the event space, or it will look inconsistent and feel disjointed. The way you use type can help to tailor the look of your show to your specific audience. For example, Open Sans in bold feels friendly and engaging, whereas Playfair Display in lighter weights feels more sophisticated.

2. Creating typographic hierarchy Creating a type hierarchy will help to attract visitors to the space and ensure that they digest important information in the right way. Engaging statements should be larger to engage attendees from a distance, while more detailed information should be used at smaller sizes and at eye level. You can also use color and holding shapes to aid the visual hierarchy and help certain elements stand out.

Follow accessibility standards for all text and color combinations.

To download our brand typefaces and instructions on how to install them, please click the folder above.

Pearson Brand Guidelines 2016 Trade shows and events

1 Using consistent type styling

Event space using Playfair Display

Let your imagination

run wild

Event space using Open Sans

Inspire Teach Learn

A world of learning

is just a click away

Hello.

2 Creating typographic hierarchy

Discover your full potential We’re looking for the brightest people with the most curious mind pearson.com/careers

Photography by Christof Van Der Walt

Exploring a new world

Photography by Christof Van Der Walt

KIVA partnership Every employee has been given $25 to invest in people’s efforts to climb out of poverty.

Project Literacy For our flagship campaign, we partner with more than 15 literacy and socially conscious organizations and aim to end global illiteracy by 2030. 5

10 10 20 30

We think outside the box We’re always looking for new ways to do business that will enhance our social impact.

We get everyone involved We know we can’t do it alone, so we inspire, involve, and recruit others and collaborate with some of the world’s leading businesses and non-profit organizations.

We’re leading the way in social impact and sustainable business practices

13

KIVA partnership Every employee has been given $25 to invest in people’s eff orts to climb out of poverty.

Project Literacy For our fl agship campaign, we partner with more than 15 literacy and socially conscious organizations and aim to end global illiteracy by 2030. 5

101020 30

We think outside the box We’re always looking for new ways to do business that will enhance our social impact.

We get everyone involvedWe know we can’t do it alone, so we inspire, involve, and recruit others and collaborate with some of the world’s leading businesses and non-profi t organizations.

We’re leading the way in social impact and sustainable business practices

Page 14: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Design application Colors

Limiting the color palette The colors you use should be limited in number and should complement each other. Do not use all our brand colors in a single space. Choose colors that are appropriate to your audience, e.g., consider a brighter color palette for a more informal audience. If you are using any Pearson patterns, ensure that their colors complement the palette you use in your other design elements. Illustrations and pictograms should also have common themes of color to give a cohesive look to your space when all the elements are used together.

Primary color palette Use these as the dominant colors across a space to retain a recognizably "Pearson" feel. These are particularly effective across larger areas such as walls, banner backgrounds, or large headline text.

Supporting/accent colors Use these as flashes of bright color throughout a space e.g., within pictograms and illustrations.

Follow accessibility standards for all color combinations.

For the RGB, CMYK, and Pantone color palettes and instructions on how to install them, please click the folder above.

Examples of complementary palettes

Pearson Brand Guidelines 2016 Trade shows and events 14

Page 15: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

l l f i l ri

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Design application Photography

Use photography boldly to add impact and emotion to a space.

1. Using photography Pick imagery that relates to the subject and messaging of your trade show. All imagery must follow our brand style outlined in our master brand guidelines. Thoughtful cropping of imagery helps focus meaning on particular parts of the image.

2. Using holding devices When your image is too visually busy for copy to be legible when placed on top, use our holding devices instead. Please refer to our full brand guidelines for further details.

1 Using photography

Photograph by Christof VanDerWalt

One person, one teacher, one

book, one pen can change the world

Pho ograph by Ruben A varado

Crediting photographers We’re legally obliged to credit all photography from the brand hub. You don’t have to show all the photographer’s contact details, but you must always show their name. This can be found in the file name of the images on the brand hub.

2 Using holding devices

Learning for all pearson.com

Pho tograph by LuYi

To download brand images, please click the folder above.

Let your imagination run wild

Photograph by Leah Juarez

To download the dot holding devices, please click on the folder above.

Bar holding device Dot holding device

Pearson Brand Guidelines 2016 Trade shows and events 15

Malala Yousafzai, 2014 Noble Peace Prize

Page 16: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Design application Illustrations

Use illustration boldly to create impact and convey broad themes and messages.

Illustration and messaging Illustration works most effectively alongside relevant messaging, helping to bring messages to life in the event space.

Keep it relevant Our illustrations should never be used purely decoratively, but must always relate to the subject matter and messaging with which they are connected.

Color To help illustration sit well with other design elements in the space, select illustration that complements your chosen color palette.

Crediting illustrators We’re legally obliged to credit all illustration from the brand hub. You don’t have to show all the illustrator’s contact details, but you must always show their name. This can be found in the file name of the illustrations on the brand hub.

To download illustrations, please click the folder above.

To download the Pearson illustration commissions brief template, please click the folder above.

Learn

Teach

Test

Business English Solutions: Eff ective and scalable solutions to help every company unlock their talent with products from Pearson English Business Solutions.

Courses and apps: Ground-breaking tools to help to measure English language progress and preparation centres to help learners pass crucial English tests.

English Language Schools: With one of the largest portfolios of private language schools, including the award-winning Wall Street English, we’ve something to off er every learner.

Illustration by Tang Yau Hoong

Keep learning fly higher pearson.com

of learning is just a click away

Illustration by Lauren Rolwing

Helping people grow their careers every day pearson.com

Illustration by Lauren Rolwing

A world

Pearson Brand Guidelines 2016 Trade shows and events 16

Page 17: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Design application Patterns

Our patterns are a decorative element, and their vibrant textures can enliven your event space. However they should be used carefully and selectively.

1. Surface patterns Patterns work well across textiles and environments to add interest to plain surfaces. They are best used on small formats like customized furniture or a stand alone podium or counter. To brighten up off-the-shelf furniture, add patterned cushions.

2. Pattern as background Do not use patterns on very large areas such as walls. Instead, use patterns as vibrant accents within your space, alongside holding devices and text.

3. Merchandise and collateral Merchandise and collateral handed out at events and trade shows will often feature the Pearson patterns, so consider where these should be best placed. Where possible use neutral backdrops in these areas to avoid elements clashing and appearing very busy. For example, if you have a choice of tablecloths, avoid choosing a patterned option if you’re placing patterned merchandise on it. You can order branded merchandise via the eStore link from your MyCloud portal – eStore (USA/Canada), Corporate Brand Merchandise (UK & rest of the world).

To download the pattern artwork files, please click on the folder above.

1 Surface pattern 2 Pattern as background

Learn more earn more Come together over ideas at

the Pearson’s Big Think Festival. A week long event bringing

together the latest thinking,.

pearson.com

3 Merchandise and collateral

A world of learning

is just a click away

Pearson Brand Guidelines 2016 Trade shows and events 17

Page 18: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Design application Bringing it all together example 1 1. Color Distribute your chosen limited color palette consistently across a space, using accents or support colors sparingly to add interest.

2. Lighting Ensure that our products are well lit and your space looks bright and inviting.

3. Logo positioning The Pearson logo should be placed prominently enough to be seen clearly from a distance.

4. Showing our products Both printed and digital products should be displayed clearly and be easily accessible for those using the space.

5. Digital screens Digital screens enable people to explore and learn in an interactive way.

6. Patterns Use patterns minimally to punctuate the space with texture and vibrancy.

7. Flooring Where budget and circumstances allow you to choose or install flooring, select natural, pale flooring to provide a neutral environment in which our graphics and messaging can stand out.

Pearson Brand Guidelines 2016 Trade shows and events

1 2

7

3

4

5

6

18

Page 19: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

Design application Bringing it all together example 2 1. Color Distribute your chosen limited color palette consistently across a space, using accents or support colors sparingly to add interest.

2. Lighting Ensure that our products are well lit and your space looks bright and inviting.

3. Messaging Large titles engage viewers from a distance, while smaller and more detailed information works better at eye level.

4. Illustrations Use our brand illustrations boldly alongside aspirational messaging to create eye-catching backdrops.

5. Patterns Use patterns minimally to punctuate the space with texture and vibrancy.

6. Digital screens Digital screens enable your staff to invite people to explore and learn more in an interactive way.

7. Furniture Choose furniture with inviting organic forms that feels in line with our brand identity.

8. Crediting the artist Always include a credit for any illustration or photography used.

7

3

4

55

6

1 2

Pearson Brand Guidelines 2016 Trade shows and events 19

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Learn

Test

of learning

Design application Don’ts

Here are some important things to avoid when designing for an event or trade show.

Don’t use all our brand elements at once, particularly in a small space.

Don’t use too many combinations or weights of our typefaces at once, as this will make the messaging disjointed and confusing to read.

Let your imagination

run wild pearson.com/careers

Photography by Christof Van Der Walt

Inspire Teach Learn

Let learning fl ourish

Teach

Don’t use too many patterns, especially over multiple large areas in one space.

A world

is just a click away

Illustration by Lauren Rolwing

Don’t repeat our logo on too many surfaces. If there is primary signage, you do not need to repeat the logo on the banners and podiums within the space.

Pearson Brand Guidelines 2016 Trade shows and events 20

Page 21: Trade shows and events · Pearson Brand Guidelines 2016 Trade shows and events 2 . Trade shows and events Introduction Each trade show and event is an important opportunity for us

40,000employees active in 70 countries

of productsand services around the

world

with ashared vision

of empowering human progress through learning

1,000s

Literacyis the key to

learning

Education is the key to

employability

Jobs are the key to a flourishing society

17 20658million percent million

Pearson is unlocking learning for

people around the world* *2015 data excludes Pearson's assessment services

75m

people in theworld are

unemployed

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primary aged children are not in school

Find out how at pearson.com

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Design application Don’ts

Here are some important things to avoid when designing for an event or trade show.

Life rewards the curious

Photography by Christof Van Der Walt

Teach Business English Solutions: Effective and scalable solutions to help every company unlock their talent with products from Pearson English Business Solutions.

Learn English Language Schools: With one of the largest portfolios of private language schools, including the award-winning Wall Street English, we’ve something to offer every learner.

Test Courses and apps: Ground-breaking tools to help to measure English language progress

Helping people grow their careers every day pearson.com

Teach Business English Solutions: Eff ective and scalable solutions to help every company unlock their talent with products from Pearson English Business Solutions.

Learn English Language Schools: With one of the largest portfolios of private language schools, including the award-winning Wall Street English, we’ve something to off er every learner.

Test Courses and apps: Ground-breaking tools to help to measure English language progress and preparation centres to help learners pass crucial English tests.

Inspire English Language Schools: With one of the largest portfolios of private language schools, including the award-winning Wall Street English, we’ve something to off er every learner.

Helping people grow their careers every day

Moving into a connected future

Don’t use too many images in a single space or surface, as this will dilute the impact of our photography.

Don’t dilute the impact our illustrations by using them too small or without supporting messages.

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shared visionexploring of empowering

human progress through learning a new

Pearson is unlocking learning forworld 75m people around the world*

*2015 data excludes Pearson's assessment services

Find out how at pearson.com

Moving into a

connected future

Don’t use too many colors across a space and avoid using accent colors too heavily.

Don’t overload a space with too much messaging and detailed information–be selective about what you say.

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Appendix

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Appendix Colors

Our brand color palettes are vibrant and diverse, and they have been carefully chosen to provide flexibility and variety when creating communications.

1. Brand colors These form our brand logo and play key roles in our communications.

2. Primary colors Most commonly used on areas that hold our logo, these colors are flexible enough to appear sophisticated or vibrant as required.

3. Supporting colors These offer greater choice where extra variety is required.

4. Accent colors These bright colors allow us to draw attention to specific pieces of information, e.g., digital navigation buttons and calls to action. They should not be used as background colors or across larger areas.

For the RGB, CMYK, and Pantone color palettes and instructions on how to install them please click the folder above.

1

Pearson Blue PMS 314 C C100 M05 Y14 K17 R00 G127 B163 #007FA3

Ink Black PMS Black C C0 M0 Y0 K100 R0 G0 B0 #000000

2 3

Midnight Blue PMS 540 C C100 M57 Y12 K66 R00 G48 B87 #003057

4

Sunshine Yellow PMS 1235 C C00 M31 Y98 K00 R255 G184 B28 #FFB81C

Juicy Orange PMS 716 C C00 M61 Y99 K00 R234 G118 B00 #EA7600

Strawberry Red PMS 186 C C02 M100 Y85 K06 R219 G00 B32 #DB0020

Marine Turquoise PMS 7716 C C83 M00 Y40 K11 R18 G178 B166 #12B2A6

Royal Purple PMS 2415 C C38 M100 Y00 K06 R158 G00 B126 #9E007E

Hot Pink PMS Rubine Red C C00 M100 Y22 K03 R234 G06 B126 #EA067E

Fresh Green PMS 376 C C54 M00 Y100 K00 R132 G189 B00 #84BD00

Lime Green PMS 382 C C28 M00 Y100 K00 R210 G219 B14 #D2DB0E

Chalk White C00 M00 Y00 K00 R255 G255 B255 #FFFFFF

Ice Blue PMS 5523 C C30 M00 Y18 K00 R212 G234 B228 #D4EAE4

Graphite Grey PMS 445 C C52 M23 Y30 K74 R80 G87 B89 #505759

Ink Blue PMS 7470 C C96 M20 Y25 K53 R00 G90 B112 #005A70

Grass Green PMS 340 C C99 M00 Y84 K00 R00 G134 B56 #008638

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Appendix Colorways and accessibility

All the messaging you create must be clear, legible, and accessible to everyone.

Light type on dark backgrounds

All of the color combinations shown here have achieved the required AA accessibility rating. You should only use these color combinations when applying type.

Aa Aa Aa Aa Aa AaType Color

Chalk White | #FFFFFF Type Color

Chalk White | #FFFFFF Type Color

Lime Green | #D2DB0E Type Color

Ice Blue | #D4EAE4 Type Color

Chalk White | #FFFFFF Type Color

Lime Green | #D2DB0E

Background Color Pearson Blue | #007FA3

Background Color Midnight Blue | #003057

Background Color Midnight Blue | #003057

Background Color Midnight Blue | #003057

Background Color Ink Black | #000000

Background Color Ink Black | #000000

Aa Aa Aa Aa Aa Type Color

Ice Blue | #D4EAE4

Background Color Ink Black | #000000

Type Color Chalk White | #FFFFFF

Background Color Graphite Grey | #505759

Type Color Ice Blue | #D4EAE4

Background Color Graphite Grey | #505759

Type Color Chalk White | #FFFFFF

Background Color Ink Blue | #005A70

Type Color Chalk White | #FFFFFF

Background Color Grass Green | #008638

Dark type on light backgrounds

Aa Aa Aa Aa Aa Aa Aa Type Color

Midnight Blue | #003057

Background Color Ice Blue | #D4EAE4

Type Color Ink Black | #000000

Background Color Ice Blue | #D4EAE4

Type Color Graphite Grey | #505759

Background Color Ice Blue | #D4EAE4

Type Color Ink Blue | #005A70

Background Color Ice Blue | #D4EAE4

Type Color Midnight Blue | #003057

Background Color Lime Green | #D2DB0E

Type Color Ink Black | #000000

Background Color Lime Green | #D2DB0E

Type Color Graphite Grey | #505759

Background Color Lime Green | #D2DB0E

Dark type on white backgrounds

Aa Aa Aa Aa Aa Aa Follow accessibility standards for all color combinations. See our brand guidelines for more information on accessibility.

Type Color Pearson Blue | #007FA3

Type Color Midnight Blue | #003057

Type Color Ink Black | #000000

Type Color Graphite Grey | #505759

Type Color Ink Blue | #005A70

Type Color Grass Green | #008638

Background Color Chalk White | #FFFFFF

Background Color Chalk White | #FFFFFF

Background Color Chalk White | #FFFFFF

Background Color Chalk White | #FFFFFF

Background Color Chalk White | #FFFFFF

Background Color Chalk White | #FFFFFF

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Appendix Colorways and accessibility

All the messaging you create must be clear, legible, and accessible to everyone.

All of the color combinations shown here have achieved the required AA accessibility rating. You should only use these color combinations when applying type.

Follow accessibility standards for all color combinations. See our brand guidelines for more information on accessibility.

* If using a Hot Pink background with Chalk White type or Hot Pink type, copy must be above 14 pt bold or 18 pt regular.

Accent colors

Aa Type Color

Ink Black | #000000 Type Color

Midnight Blue | #003057 Type Color

Midnight Blue | #003057

Background Color Sunshine Yellow | #FFB81C

Background Color Sunshine Yellow | #FFB81C

Background Color Juicy Orange | #EA7600

Aa Type Color

Sunshine Yellow | #FFB81C

Background Color Ink Black | #000000

Aa

Aa Type Color

Sunshine Yellow | #FFB81C

Background Color Midnight Blue | #003057

Aa

Aa Type Color

Juicy Orange | #EA7600

Background Color Midnight Blue | #003057

*

AaAa Type Color

Chalk White | #FFFFFF

Background Color Hot Pink | #EA067E

*

Aa Type Color

Hot Pink | #EA067E

Background Color Chalk White | #FFFFFF

Aa Type Color

Chalk White | #FFFFFF Type Color

Chalk White | #FFFFFF

Background Color Strawberry Red | #DB0020

Background Color Royal Purple | #9E007E

Aa Aa Type Color

Strawberry Red | #DB0020 Type Color

Royal Purple | #9E007E

Background Color Chalk White | #FFFFFF

Background Color Chalk White | #FFFFFF

Aa

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Appendix Accessibility for all

When we create digital communications or learning products, we want to make sure these are accessible and usable for people of all abilities and disabilities.

Pearson has made a public commitment to meet global accessibility standards. This is why every element of our brand’s visual identity has been tested to ensure we meet a minimum AA accessibility rating.

We are all individually responsible for making sure everything we produce meets accessibility standards. Shown here are the ways you can get help and advice on accessibility.

For the full document covering our accessibility results, please click the folder above.

Look for the "Accessibility Icon" throughout this document. It is a reminder that an accessibility check is required within that section.

Information and toolkits You can find more information about accessibility on our website, with straightforward guidance, help, and handy tools to get you started.

Explore Pearson’s accessibility guidelines for e-Learning These guidelines were created to guide Pearson’s development teams and are updated regularly with new techniques. They are public so that customers and others can see what we’re working toward and will, we hope, find them useful for their own e-Learning projects. http://accessibility.pearson.com/guidelines

Getting started: Introduction to accessibility concepts and tools Get help setting up your computer for accessible design, development, and software quality engineering by installing simple tools, such as:

Contrast analyzer https://www.paciellogroup.com/ resources/contrastanalyser/

Color oracle http://colororacle.org

http://accessibility.pearson.com/ gettingstarted

Specialist advice for Pearson employees We have employees dedicated to accessibility and employees who are trained accessibility specialists who will be happy to help if you have questions.

Ask accessibility feature Use the "Ask Accessibility" feature of the accessibility group on Neo. https://neo.pearson.com/groups/ accessibility

Contact a specialist directly There are many accessibility specialists across Pearson. You may even have a specialist in your department. https://neo.pearson.com/docs/ DOC-387029

Join the accessibility champions program If you are part of Pearson, you can join and request presentations on topics of interest to you. Find more information at https://neo.pearson.com/docs/ DOC-304836

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Appendix Credits

Photography credits

p. 6 In “1. Consider your audience” visual: Sudipto Das (TL), Meissa Maytreia (TC), Danny Fernandez (TR), Marcela Robles Villela (BL) p. 7 In “2. Scale back on brand elements” visual: Danny Fernandez

In “3. Think about pace and space” visual with tick: Lu Yi (C), Ruben Alvarado (TR), Lu Yi (BR) In “3. Think about pace and space” visual with cross: Lu Yi (TL), Juan Jose Pantino Vallejo (TC), Chamin Fernando (TR), Lu Yi (C), Lu Yi (R), Lu Yi (BR)

p. 10 In “Photography” section: Lu Yi (TL), Said Tayar Segundo (TR), Danny Fernandez, Ruben Alvarado (BL), Danny Fernandez (BR) p. 11 In “3. Example use and positioning” visual: Lu Yi p. 13 In “1. Using consistent type styling” visual: Sudipto Das (TL) Christof Van Der Walt (TR)

In “2. Creating typographic hierarchy” visual: Christof Van Der Walt p. 14 In top example stand: Lu Yi (L), Christof Van Der Walt (TR), Juan Jose Pantino Vallejo (R), Sudipto Das (BR—publication covers)

In bottom example stand: Marcela Robles Villela p. 15 In “1. Using photography” visuals: Christof Van Der Walt (L), Christof Van Der Walt (C), Ruben Alvarado (R)

In “2. Using holding devices” visuals: Ana Maria Castañeda Cano (L), Leah Juarez (C), Marcela Robles Villela (R) p. 18 In main visual: Christof Van Der Walt (L), Ana Maria Castañeda Cano (BR—publication covers) p. 19 In main visual: Sudipto Das p. 20 In top left “don’t,”: Lu Yi

In bottom left “don’t,”: Christof Van Der Walt (L), Sudipto Das (R) p. 21 In top left “don’t”: left hanging banner: Juan Jose Pantino Vallejo (TC), Lu Yi (BC)

In top left “don’t”: central pop-up banner: Danny Fernandez (TC), Lu Yi (BC), center panel clockwise from top—Juan Jose Pantino Vallejo, Chamin Fernando, Lu Yi In top left “don’t”: right pop-up banner: clockwise from top—Lu Yi, Christof Van Der Walt, Jade Moxley, Debashis Mukherjee, Christof Van Der Walt In bottom left “don’t”: Sue Barr

Illustration credits

p. 6 Tang Yau Hoong (L), Tang Yau Hoong (R) Credits key: p. 7 Tang Yau Hoong (TL), Lauren Rolwing (BC), Lucy Vigrass (BR) (L) Left p. 10 Kanae Sato (L), Ben Wiseman (R) (R) Right p. 12 Tang Yau Hoong (C) Center p. 16 Tang Yau Hoong (TL), Lauren Rolwing (TR), Tang Yau Hoong (BL), Lauren Rolwing (BR) (TL) Top Left p. 19 Tang Yau Hoong (L—publication covers), Ben Wiseman (R) (TR) Top Right p. 20 Lauren Rolwing (TL), Lauren Rolwing (BR) (TC) Top Center p. 21 In top right “don’t”: left hanging banner: From top to bottom–Lucy Vigrass, Lucy Vigrass, Ben Wiseman, Lucy Vigrass (BL) Bottom Left

In top right “don’t”: central pop-up banner: Ben Wiseman (L), Ben Wiseman (R) (BR) Bottom Right In top right “don’t”: right pop-up banner: Lauren Rolwing (TC), Lucy Vigrass (BC) (BC) Bottom Center

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If you have any further questions about these guidelines and how to put them into practice, please get in touch with the Pearson brand team by email at the address below:

[email protected]

You can also check out our frequently asked questions on the brand hub.