IH Brand Guidelines

1 International House brand guidelines The Golden Rules

International House Brand guidelines

The Golden Rules

2 International House brand guidelines The Golden Rules2

t he Golden Rules have been created as a quick start guide for affiliate schools and their design agency partners to create International House branded communications.Full design templates can be downloaded from our Brandbox website at:

www.ihbrandbox.com

This site is password protected and passwords will sent to all affiliated businesses and made available to their agency partners on request from:

[email protected]


Rule 1.Using the IH brand mark. The new 3D International House brand mark is the preferred version for use on all branded materials. It is composed of the IH globe plus the words International House plus the affiliate school name when appropriate.

Always use artwork supplied. Never redraw the brand mark. If you require new artwork please contact [email protected]

Only use the 2D or two colour versions where the full colour is not available.

Contact the brand team if you require new artwork for your school.

IH globe + words International House plus the school name = brand mark


Rule 2.Using the colours. Always use the correct colours. If additional colours are required please contact [email protected]

Always use the base colours as the predominant colours.

Base colours

Language rainbow colours

IH BLUEPANTONE PMS 281100C 72M 32K

IH GREYPANTONE PMS 43111C 1M 64K

90M 100Y 90C 70Y 30K

89M 26K

55M 100Y

30M 100Y

37C 100M 55K

100C 90M 50C 100Y

IH YELLOWPANTONE PMS 12324M 94Y

(Note that this yellow replace the old IH yellow)

CMYK = 4 process printing colours. C = Cyan. M = Magenta. Y = Yellow. K = Black.

The language rainbow has already been created for your use, so you never need to redraw it.


Rule 3.Using graphics. When using the IH language rainbow graphic on your communications, always use the artwork supplied. Never redraw it.

The zigzag graphic is the preferred branding device, but variations are permitted, subject to the following rules and approval.

Always: Ensure that the shapes touch Use the colours in the correct sequence when used as a graphic device

Never: Change the colours Distort the shapes

Make sure that the zigzag runs edge-to-edge on your designs.

Using part of the zigzag makes a great arrow!

The IH Language rainbow

Examples of variations


Rule 4.Typography. For all customer facing (external) brand communications, and wherever possible, always use the FS Rufus typeface, which is available to purchase at a special rate from www.fontsmith.com.*

Never mix typefaces.

For administrative or internal documents, letters, forms, etc Arial or Calibri are acceptable fonts to use.

FS Rufus Light FS Rufus Light ItalicFS Rufus RegularFS Rufus Regular ItalicFS Rufus BoldFS Rufus Bold Italic

* Follow the instructions for purchasing the typeface a discount code is available on the Brandbox website.

Note: At present, FS Rufus is not available with Cyrillic, Arabic, or Chinese character sets. However, for Cyrillic requirements, we are recommending Centro Slab Pro.

Sample text:The cus et, te pre, volum conseque sequaessit plibusant voluptatia doluptas esti quas rest quo te net eos debis sint.

Sub headOmni vel et vel iniendaerat experum asitasp editatem as doloris as dit, cum ipicid unt ommo quaectu restrum dusam ium id mosandantur, Liquis quo

Sample text:The cus et, te pre, volum conseque sequaessit plibusant voluptatia doluptas esti quas rest quo te net eos debis sint.

Sub headOmni vel et vel iniendaerat experum asitasp editatem as doloris as dit, cum ipicid unt ommo quaectu restrum dusam ium id mosandantur, Liquis quo

In printed materials text should be in IH Blue 100C 72M 32K or IH Grey 11C 1M 64K or, if on a very dark background, white.

Note: It is illegal to copy or distribute the FS Rufus font. A license is required for each computer (location) the font is used on. IH have negotiated a special reduced price for affiliated schools and their agents. Register on www.ihbrandbox.com to access the discount code.

The preferred format for setting text is ranged left with +2pt leading eg 12/14pt.


Rule 5. Using grids.You will find it much easier to create consistent branded communications if you start with a grid.

The system is simple to use and is based on the zigzags of the language rainbow graphic.

x

x is the width of one part of the rainbow. Allow a clear space no less than x above and below the brand mark.

Becoming an IH Affiliate

ihworld.com

6x

xx

x

1. Place the language rainbow graphic across the full width of the page size. Use this to form a grid.

2. Place the brand mark at the bottom right corner of the layout. Size to the width of six parts of the rainbow.

3. Place your image behind the language rainbow graphic.

4. Place your headline over the image area, making sure its legible and not too close to the language rainbow.


The 70/30 brand compliance rule. We have built some flexibility into the levels of compliance to the new IH brand identity. This is in order to allow for local cultural, personality and operational differences.

In principal, your communications need to find a balance between full brand guidelines compliance and local flavour.

70% or more of the design needs to fully comply to the guidelines.

Variation of up to 30% is permitted.

Note that this is only a guide. There is no requirement to vary the guidelines at all. Our aim is to retain a very high level of brand compliance in order to give the global International House brand consistency.

All variations need to be approved by the IH brand team at [email protected]

70% = Full brand compliance

30% = Flexibility

70% or more of your design must fully comply to the IH brand guidelines, including:

> Correct brand mark> Correct use of colours> Correct us of FS Rufus font> Correct use of grid system and language

rainbow

Up to 30% of your design can vary. This can include:

> Style of imagery> Creative headlines and copy> Sympathetic variations of layout

9 International House brand guidelines The Golden Ruleswebaddress.com

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Chinese proverb

The journey of a 1,000 miles must begin with a single step.

Examples of 30% flexibility. Up to 30% flexibility is not compulsary. In most cases the best results will be achieved by creating communications that are fully compliant!

A good designer will be able to interpret the guidelines and adapt them sensitively to create a personality and differentiation for your own school, if desired, within the spirit of the brand guidelines.

Examples:

A: People (students, teachers, agents, DOS) are at the heart of the IH brand, so use people wherever possible. Images other than people are allowed, especially if they give meaning to a message or idea, or promote a unique aspect of a school or its location.

B: Layout styles can vary, for example using tinted panels to make headlines and text stand out better against a background image.

C: No image is permitted, as long as the design retains enough elements to still carry the essense of the branding.

D: Black and white imagery is permitted if required to create a mood.

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You love your Russian niece.

Bet you wished you could speak her language.

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Centro de Lenguas et Intercambio Cultural

Spring! A great time to start learning a new language.

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Language is your passport to success.

And the journey begins here.

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B

C

D


n o! Not a word we like to use often, but to ensure consistent brand communications across our many affiliated schools, sometimes we just have to say it.Here are some useful examples of what not to do!


Trade Fair 24 October 2011

School Name

Dont add your own text underneath or close to the brand mark.

Dont add your own school name under the brand mark yourself only use artwork provided for your school.

Dont distort the brand mark.

Dont change the tint value of the brand mark.

Dont change the colour of the brand mark.

Dont outline the brand mark.

Dont add a drop shadow behind the brand mark.

Dont place the brand mark on a background which is too dark to be legible.

Donts.


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Call us on +44 (0)20 761 1240

Enter your headline here.

Donts.

Dont break up images with blocks of colour.

Dont distort the language rainbow and make sure it goes from edge to edge.

Dont use other typefaces.

Dont space out headlines too much or place too close to the language rainbow.

Dont centre text or justify it. Make sure text is in the correct IH Blue 100C 72M 32K.

Dont place the brand mark too close to other matter on the page. The brand mark should sit bottom right on printed material and align with the zigzags of the language rainbow.

Dont use more than one language rainbow on one page.

LocationDont create your own version of the brand mark only use artwork provided!


h elp is at hand.We appreciate that schools vary in their requirement for support in putting together IH branded communications. Some schools will be using design agencies to create materials, others producing materials in-house.Hopefully, the templates or elements we have included on the brandbox site are useable for most schools or their design agencies.

If you are experiencing problems using the new brand elements, or have any special requirements, then help is available. Please contact the brand team at:

[email protected]

Alternatively you can contact InTouch Marketing for help and advice on using the new branding, or for creating bespoke designs:

[email protected] +44 (0)1295 261161

IH Brand Guidelines

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