ELSA Corporate Identity Handbook

ELSA Corporate Identity Handbook

Introduction The 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. Marketing is Everything and Everything is Marketing - Regis McKenna 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 Meeting Decision 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 the Vice President for Marketing of ELSA International. The Corporate Identity plays a significant role in the way our Association is perceived by externals. When you create marketing materials you are not only representing your respective group, you are also representing the entire Network. The guidelines below were created to unify the communication and to help represent ELSA as a professional association. The ultimate goal is a stronger, more consistent, unified visual presentation of the ELSA brand. Dagne Sabockyte Vice President for Marketing ELSA International 2015/2016 Nikolai Karleif Lyngnes Graphics Design Team ELSA International 2015/2016 1

The ELSA Logo 225 px Only to be used by ELSA International 550 px 225 px The ELSA logo is the most immediate 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. 374 px x 258 px 70 px 46 px The ELSA logo consists of two parts: the design and the subtitle. When the logo is used by a National or Local group, it shall be in combination with the name of their respective group. The name shall always be written in capitals and in English! 225 px 1000 px To be used by NG / LG 550 px 225 px Remember that the ELSA logo shall be featured on all marketing materials, regardless of media. 490 px x 258 px 70 px 46 px 70 px 46 px 1000 px Download the logo from the Officers Portal > Marketing > Logo Generator 2

Logo Colours The ELSA logo shall under no circumstances be used in any other colours. ELSA Blue The logo in ELSA blue is the standard logo and should be used as much as possible. See page 6 for colour codes. Black The black logo is mainly used for black & white material and master copies. Grey The grey logo is used in order to place emphasis on something or not to distract from important content. White The white version of the logo is used when the logo is to be placed against dark backgrounds. Use the ELSA Blue logo as much as possible. 3

Protected Zone 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 is determined by the cap height of the letter L in the ELSA logo and is to 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. = Protected Zone Give the logo some space! 4

Do s & Don ts Do not alter the ELSA logo in any way. Do not animate, colour, rotate, skew, or apply effects to the logo. Do not separate the elements. 1. 2. 3. The following illustration demonstrates correct and incorrect logo use. Whilst it does not cover every possible scenario, you will formulate a good idea of what is acceptable and what is not. 4. 5. 6. Never attempt to create the logo yourself, change the font, or alter the proportions. Always use the logo generator or the provided templates. 7. 8. 9. If in doubt, do not hesitate to ask the Vice President of Marketing of ELSA International. 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 logo 8. Do not recolor the logo. 9. Do not add any ornaments to the logo. Do not alter the ELSA logo in any way! 5

ELSA Colours 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 not diminished. The ELSA Blue should be used as an anchor in the material, but do not overuse it. Blue RGB: 10 48 135 CMYK: 100 85 0 0 WEB: #0a3087 PMS Reflex Blue White RGB: 255 255 255 CMY 0 0 0 WEB: #ffffff Black 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 not undermined by non-corporate colours. Orange RGB: 249 71 17 CMY 87 100 0 RGB: 0 0 0 CMY 0 0 100 WEB: #000000 Grey It is recommended to use CMYK for all print productions. RGB-colours are used for digital media. Not a logo colour WEB: #f94711 RGB:102 102 102 CMY 0 0 60 WEB: #666666 Other colours can be used, as long as the colours of the logo are respected. 6

Supportive Colours To complement the ELSA primary colour palette, a set of supportive colours may be used. These colours are 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: 39 G: 72 B: 145 C: 97 M: 83 Y: 10 K: 1 R: 159 G: 173 B: 206 C: 37 M: 26 Y: 6 R: 63 G: 62 B: 157 C: 85 M: 70 Y: 9 K: 1 R: 182 G: 193 B: 218 C: 28 M: 18 Y: 9 K: 4 R: 87 G: 113 B: 170 C: 73 M: 56 Y: 9 R: 207 G: 214 B: 231 C: 17 M: 11 Y: 2 R: 110 G: 133 B: 182 C: 61 M: 44 Y: 8 R: 230 G: 234 B: 243 C: 8 M: 5 Y: 1 R: 134 G: 153 B: 193 C: 50 M: 34 Y: 8 R: 243 G: 245 B: 259 C: 3 M: 2 Y: 0 Examples 100% 80% 60% The combinations are endless. 7

ELSA Fonts As with our logo, consistent use of 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, otherwise headlines and subheads are sentence case. EB Garamond should be used primarily for extended running body copy in longer, multiple-page documents, such as brochures and datasheets. Due to licensing Arial can be used instead of Helvetica Neue. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{} :; : <>?,./ Helvetica Neue Light Helvetica Neue Light Italic Helvetica Neue Regular Helvetica Neue Italic Helvetica Neue Medium Helvetica Neue Medium Italic Helvetica Neue Bold Helvetica Neue Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{} :; : <>?,./ EB Garamond Regular Download the fonts from the Officers Portal > Marketing > Fonts 8

Business Cards Business cards don t only tell people 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. NG/LG 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 Nordmann Vice President for Marketing ELSA 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 Download the template from the Officers Portal > Marketing > Business Cards 9