AIESEC-Branding presentation

AIESEC Brand Toolkit v1.0 [July 2004]

AIESEC Brand Toolkit


Agenda

•Why Branding•AIESEC Brand Promise•Positioning•Logo•Color•Typography•Templates•Brandsite

Why Branding


What is a brand?

AIESEC Brand Toolkit v1.0 [July 2004] Why Branding?

•A brand is more than just a slogan – it is the image and associations we want others to have of AIESEC

•A brand is more than just an image – it is a description of the organization we want to be

•A brand is more than just a description – it is a choice to be the organization we have described and to help others form that image of us

Why Branding?

AIESEC Brand Toolkit v1.0 [July 2004] Why Branding?

•To be more consistent and credible

•To attract more stakeholders to our organizations and give us a competitive advantage

•To attract the right stakeholders and to set the right expectations

•To align and leverage the new AIESEC XP


AIESEC Brand Promise

What is a Brand Promise?

•A set of elements that give a more complete and textured description of our brand – in effect our promise to our stakeholders

•Aspirational – we should evolve our messages and strategies to meet the brand promise

•An organizational effort – developed in a workshop with 20 countries based on 1000 surveys from 70 countries and with professional consultation

AIESEC Brand Toolkit v1.0 [July 2004] Brand Promise

What is our Brand Promise?

•Essence•Primary Elements•Secondary Elements


AIESEC Uniqueness

•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


Activating Leadership

•AIESEC is the platform - the individuals drive their own experience

•We help individuals to both develop and discover their potential

•Our ambition is to develop people that will have a positive impact on society


Global

•We have a tremendous scope with over 700 offices in 89 countries and territories

•We attract and cultivate people with global mindsets

•AIESEC provides a global lifestyle


Connecting

•AIESEC connects young people to each other and organization on a social, interest, and professional level

•AIESEC connects organization to young people - their talent and diversity


Youth Driven

•The way we as young people do things - with passion, energy, and commitment

•Youth represents the future - which further communicates our contribution to society

•We are more than your typical student organization


Excellence

•Our attitude - that we strive for excellence in all we do, including our service

•Our people - that we have excellent people

•Our organization - that we are a leading and respected organization


Enjoying

•The fun and spirited side of AIESEC

•That this fun and spirited side is one of the reasons our close partner organizations and our members are involved with AIESEC


Diversity


•Broader concept - includes not only cultures but also perspectives and people

•We make the most of diversity - celebrating it, embracing it, creating synergy

•This is an externally relevant concept we can offer to organizations

•Diversity of perspectives - we do not represent one point of view


Positioning

Global Descriptor

AIESEC Brand Toolkit v1.0 [July 2004] Positioning

Reinforces Global and describes nature of AIESEC experience

Most accurate description of the Youth-driven element of AIESEC brand promise

The international platform for young people to develop and discover their potential

Represents the different opportunities we offer. It addresses Connecting and brings out the self-driven aspect of Activating Leadership.

Develop and discover is a distinguishing feature of AIESEC experience and Activating Leadership

Global Descriptor


AIESEC is the international platform for young people to discover and develop their potential to have a positive impact in society.

•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:

It’s Up To You


•Simple and powerful way to communicate our essence as a platform to activate leadership

•Questions sets grab attention and allow use to highlight different opportunities of AIESEC and elements of the Brand Promise

•Completes a logical thought with the descriptor

•Versatile to enable MCs and LCs to craft campaigns to address different needs, stakeholders, and situations.

It’s Up To You – Student Example


Are you following the masses or following your passions?



Are you eating Chinese Take Out or Dining in Beijing?



Are you reading case studies or developing global strategies?

It’s Up To You – Organization Example


Is leadership in your new hires a “must do” or a “must have”?

It’s Up To You – Organization Example


Are you going after new markets or bringing them to you?

It’s Up To You – Alumni Example


Is AIESEC a part of your past or a part of your present?

It’s Up To You – AIESEConnect Example


Are your AIESEC friends just memories or just a click away?


Logo

Logo Rationale

AIESEC Brand Toolkit v1.0 [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

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


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


It’s up to you! Icon

It’s up to you! Icon

AIESEC Brand Toolkit v1.0 [July 2004] Color

•Important part of brand identity•Do not change style, language, font, spacing, or content of the icon•Recommended placement is on bottom, half-embedded in orange, and with blue line•60% width on posters and ads•30% width on other templates•Free space equal to height of text•In text, use full text and translate only if meaning is still valid and crisp


Color

Primary Colours

AIESEC Brand Toolkit v1.0 [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 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

AIESEC Brand Toolkit v1.0 [July 2004] Font

•The consistency of typography strengthens the visual recognition of our brand•Arial – for general use and printing•Verdana – for web

ArialABCDEFGHIJKLMNOPQRSTUVXYZabcdefghijklmnopqrstuvxyz1234567890 Verdana

ABCDEFGHIJKLMNOPQRSTUVXYZabcdefghijklmnopqrstuvxyz1234567890


Creation Guide

It’s up to you! questions

AIESEC Brand Toolkit v1.0 [July 2004] Templates

•Choice •First Okay, Then Better•Reasonable Gap•Purpose (brand promise element, opportunity)•Connection

Basic Guidelines

Creating and Using Images


•Diverse young people showing confidence fun •Clear space for question set (if used as backdrop)•Use high quality•Blue filter for poster/ad/leaflet or front page image

Basic Guidelines

Using Templates


•Used in EPS format – so need graphics program•Suggested to use vector graphics program, such as Illustrator, CorelDRAW or Freehand•Suggested font sizes included

Basic Guidelines


Templates

Posters


•With or without image•With or without sponsors•Use 3-7 questions per campaign•Pick one design per campaign

Leaflets


•Same as posters•Can put case studies on back

Advertisements


•Longer Text

Pamphlets


•Tri-fold•Alumni, Student, and Organization version•Optional Insert for It’s up to you! question on inside

Brochure


•Two fold•Alumni, Student, and Organization version•Optional insert for It’s up to you question

Powerpoint


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

Newsletter


•Version for each stakeholder•Will develop html version

Case Study


•Alumni, Student, Organization version•Can be used as a product sheet

Letterhead


•Official full color header•Regular print version in word

Business Cards


•With or without photo


Brandsite

Brandsite – www.aiesec.net/brandsite

AIESEC Brand Toolkit v1.0 [July 2004] Brandsite

•Comprehensive site to support education and implementation of the brand

Brandsite – www.aiesec.net/brandsite

AIESEC Brand Toolkit v1.0 [July 2004] Brandsite

•On-line and more in-depth version of this toolkit•Downloadable templates•Sample Content for different templates•Image Bank•Advice and hints for developing campaign•Frequently Asked Questions

AIESEC-Branding presentation

Documents

young people

serviceour people

society aiesec

bea brand

aieseca brand

respected organization

typical student organization

global lifestyle aiesec