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IAESTE Brand Manual 2020

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0% found this document useful (0 votes)

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IAESTE Brand Manual 2020

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manshi

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JUNE 2020

Brand
Manual
Contents

Introduction 03
IAESTE Brand 04
About IAESTE 05
Mission, Aims and Values 06
How to describe IAESTE 07
IAESTE language & keywords 08
Use of Images 08
IAESTE Stakeholders 09
Tagline 09

Brand Identity 10
Logo Introduction 11
Logo Usage 12
Approved Logo Variants 13
Incorrect Logo Usage 18
Brand Colours 19
Approved Typefaces 20
Standard Country Logo 21
Approved Country Logo Variants 22
Country Symbol Logo 24
Country Symbol Logo Specified Colours 25
Ad-hoc Logo Variants 26
Gradient Introduction 27
Gradient Construction 28
Gradient Colour Palette 29
New IAESTE Gradient 31
IAESTE Pattern Introduction 32

Social Media Brand Guidelines 33

Online Presence 34
General Rules 34
Guidelines for Websites and Social Media 34
Social Media Platforms 35
Social Media Accounts Naming Convention 35
Target Groups for Social Media 35
Profile Picture 36
Cover Picture 36
Contents

Post Formatting - Captions 36

Content Goals 37
Hashtag Usage 37
Social Media Approach 37
Photo Guidelines 38
Content 38
Technical Guidelines 38
Photography Types 39
Visual Types 39
Logo Placement on Photos/Grapphics 41
Video Types 41

Appendices 42

IAESTE Brand Manual © 2020, 3rd revision 02

Introduction

The IAESTE Brand Manual has been created properly used.

by IAESTE A.s.b.l. to define clear guidelines The brand identified in this manual is not
for our brand image, visual identity and designed to replace any individualised
online presence. efforts being done on the national and
local level, but to provide a mechanism
It was developed taking into consideration for standardisation on the international
previous IAESTE Corporate Identity Guides level that can be used in conjunction with
& Manuals individualised national/local efforts to
maximize the overall IAESTE brand impact.
Why do we need a unified brand identity?
Where to go for more help
The goal of a unified brand as described in
this manual and implemented through the This manual is intended for use as an
IAESTE corporate identity, is to represent easy-to-use reference to help incorporate
our shared identity through an easily- branding elements as parties promote
remembered positive public image. This IAESTE on an international level or at
approach provides a coordinated and the national, regional or local level. Any
unified mechanism for connecting the image questions about this manual or the IAESTE
of IAESTE on the international level as well corporate identity can be addressed to the
as the different Members and Cooperating IAESTE A.s.b.l. Board ([email protected]).
Institutions. A unified brand strategy
significantly enhances the consistency and We aim to keep the Brand Manual up to
coordination of IAESTE communications date to the needs of IAESTE members & co-
efforts, conveying a professional and operating institutions, so please make sure
positive image. you’re using the latest version of this manual.

Benefits of a single reference point This manual forms part of the marketing
materials provided by IAESTE A.s.b.l. to
The manual provides a single unambiguous members. You can find the other materials at
reference for all IAESTE A.s.b.l. Members marketing.iaeste.net
and Cooperating Institutions, as well
as other IAESTE stakeholders that might Authors:
need to reference it. It is designed to help Olga Legacka
any party who writes, edits or designs Bruce Wicks
printed, electronic, or other publications Tim Binnion
and materials for and/or about IAESTE in Nikolina Supic
order to make sure that the brand is being
First edition June 2018,
Last edition June 2020

IAESTE Brand Manual © 2020, 3rd revision 03

IAESTE
Brand
IAESTE Brand
About IAESTE

Throughout any materials or publications What is IAESTE?

put forward under the IAESTE identity,
the overall essence and meaning of the The International Association for the
IAESTE brand should be clearly visible Exchange of Students for Technical
and prominently articulated. It is essential Experience (IAESTE) was founded in
that any material or publication reflect the January 1948 at Imperial College, London,
mission and aims of the IAESTE organisation where representatives from ten European
and highlight the core components that countries agreed on the initiative. The
IAESTE represents to its various stakeholders. geographical coverage now includes
exchange in over 80 countries on all
continents, and IAESTE became a registered
body according to Luxembourg law in
2005.

IAESTE is an independent, non-profit and

non-political student exchange organisation.
It provides students in technical degrees
(primarily Science, Engineering and the
applied arts) with paid, course-related,
training abroad and employers with highly
skilled, highly motivated trainees, for long or
short term projects. Exchanging over 5000
traineeships each year worldwide, IAESTE is
the largest organisation of its kind in the
world.

Since its inception, IAESTE has exchanged

more than 365,000 students worldwide,
playing a key role in the development
of young engineers and scientists.

IAESTE Brand Manual © 2020, 3rd revision 05

IAESTE Brand
Mission, Aims and Values

Vision
• To provide students in higher education
To build bridges between all cultures through with technical experience relevant to
technical experience. Imagine each IAESTE their studies
country sending at least one student to any • To offer employers well-qualified and
other IAESTE country. It must be possible. motivated trainees
• To be a source of cultural enrichment for
Mission trainees and their host communities

• To operate a high quality practical Values

training exchange programme between
members in order to enhance technical In IAESTE we are committed to fostering
and professional development international understanding and impacting
• To promote international understanding, on the development of young people
co-operation and trust amongst students, through international exchange. Our core
academic institutions, employers and the values of trust, commitment, diversity,
wider community growth and friendship serve as a foundation
• To operate irrespective of race, colour, for our strong organisational culture and as
gender, culture, religious or political the principles that guide all our work and
beliefs, disability, sexual orientation, daily activities.
gender identity, or expression. To
promote nondiscriminatory practices

Aims

IAESTE Brand Manual © 2020, 3rd revision 06

IAESTE Brand
How to describe IAESTE

The following official text can be used to

describe IAESTE and its values in a succinct
manner

What is the IAESTE exchange programme?

IAESTE connects students and employers

in more than 80 countries worldwide. For
students, IAESTE offers the opportunity to
gain valuable work experience abroad and
similarly, IAESTE is a source of high quality Seven exchange students met their nations’ leaders
trainees for companies and institutions. during the Williamsburg Economic Summit (G7) in May
1983. Shown from left to right are: Paul Wilkinson and
Britain’s Chancellor of the Exchequer Geoffrey Howe;
All IAESTE traineeships are paid, course Stephe Reucker and Germany’s Chancellor Helmut
related and give students the chance to Kohl; Sylvie Houze De L’aulnoit and France’s President
fully immerse themselves in a new country François Mitterand; Jerome Huges and U.S. President
Ronald Reagan; Alberto Costa and Italy’s Prime Minister
and culture. IAESTE trainees and employers Amintore Fanfani; Hiroko Kuge and Japan’s Prime Minister
are part of a world-wide network and are Yasuhiro Nakasone; President of the European Economic
supported through the entire process. From Community Gaston Thorn; Jocelyn Lareau and Canada’s
Prime Minister Pierre Trudeau. Photo by Vincent Ricardel
work permits and visas, to accommodation
and a social programme, IAESTE makes
it easy for both employers and students to
benefit from multicultural experience.

IAESTE history

The Association was founded in January

1948 at the Imperial College, London,
on the initiative of the Imperial College
Vacation Work Committee. National
Organisations from ten European countries
attended this meeting and became Members
and Mr. James Newby was elected General
Secretary. The geographical coverage soon
spread to most of Europe and beyond, as
new countries were granted membership.
The Association became a registered body
according to Luxembourg law at its General
Conference 2005 in Cartagena de Indias,
Colombia.

IAESTE Brand Manual © 2020, 3rd revision 07

IAESTE Brand
IAESTE language & keywords Use of Images

The language and keywords we use when It is strongly recommended that IAESTE
talking about IAESTE are important in order A.s.b.l. and its Members and Cooperating
to present a unified vision of our association Institutions utilise images in publications
and connect with our stakeholders. and materials that reflect the essence
of the IAESTE brand and highlight the
Below are various keywords/descriptors characteristics that represent IAESTE.
that can be used to describe IAESTE and its
services on the international, national, and Members or Cooperating Institutions looking
local levels: for assistance with finding appropriate
images that reflect the IAESTE brand should
• Practical, professional experience contact the IAESTE A.s.b.l. board, IAESTE
• Young generation A.s.b.l. staff for assistance.
• Multinational network
• Internationalisation Pictures, templates and other materials
• High quality trainees are available in the Marketing Manual:
• Cultural understanding marketing.iaeste.net
• Exchange
• (global) awareness
• Equality (gender, race, religion)
• Networking possibilities
• Discovering
• Developing skills
• Recruitment
• (reliable) service/quality
• Knowledge/idea sharing
• Goodwill
• Diversity
• Motivation
• Friendship
• Outcomes
• Inspiration
• Creativity
• Life changing/expanding horizons

The above words are provided as examples

but parties are not limited to use only the
above list.

IAESTE Brand Manual © 2020, 3rd revision 08

IAESTE Brand
IAESTE Stakeholders Tagline

Who are our stakeholders? The IAESTE tagline is:

A stakeholder is anyone with an interest in

Work.
a business. Stakeholders are individuals,
groups or organisations that are affected
by the activity of the business. IAESTE’s key
stakeholders include:

•
•
Students
Employers
Experience.
Discover.
• Universities
• Government organisations
• Alumni

Identifying stakeholders is important in

relation to branding as each group will The tagline represents the vision and mission
interact with us differently and will require of IAESTE in front of our stakeholders. It
specific consideration in our approach to helps us convey what we do and our goals
marketing and communication. Whenever to our stakeholders. The tagline should be
you plan a marketing campaign you always included where appropriate in all places
need to define the target group and adapt where our brand is present, including
communication to the specific of this group. publications and online. Please take care to
use it as it is written above and not incorrect
variations of it.

IAESTE Brand Manual © 2020, 3rd revision 09

Brand
Identity
Brand Identity
Logo Introduction

What does the IAESTE logo mean? World Map

A logo is for easy brand identification. In

other words what a logo means is more
important than what it looks like.

The IAESTE logo portrays the spirit of IAESTE

and our fundamental principles through the
world map & the open book.

The world map symbolises promotion of

international understanding around the
world through IAESTE.

The open book symbolises the provision

of experience and learning abroad in the
widest sense.

The IAESTE logo has evolved since 1948

to the current one. If you look at the United
Nations (UN) logo you will see similarities
as both logos were developed more or less Open Book
at the same time.

IAESTE Brand Manual © 2020, 3rd revision 11

Brand Identity
Logo Usage

Logo size

Central to the Brand Identity is the IAESTE

logo. Logo
size

h/4
Minimum clear space

The logo should always be placed with a

margin of white space surrounding it. This
ensures that no other graphic elements will h
h/4 h/4
interfere with the communication of the
brand. The margin should be 1/4 of the
height of the logo
h/4

Minimum print size

15mm
The minimum size that the logo can be used
online or on printed artwork is 15mm (w)
x 15mm (h). This is to ensure legibility and
clear communication at all times. 15mm
Exceptions: On small merchandise materials
such as pens and pins etc. the logo size can
be as required.