18 gud guidelines for sales

EF Branding Guidelines for Print Material

International Language Campuses

The importance of brand continuity.

Whether paired together or viewed individually, our brand should have a streamlined EF feeling. No product or material feels out of place.

The colour and design of our merchandise (including printed t-shirts, balloons, cards, and bags) maintains brand continuity.

The world is waiting.

XXXX

International Language Campuses

www.ef.com +00 000 000

EF Logo

Main logo This is our main logo setup - use this unless the content does not allow space, or if you work on a large size format.

International Language Campuses

Narrow space logo This setup is to be used only when space does not allow useage of the main logo setup.

!

Do not recreate logo lock up yourself, always request it from Publications.

International Language Campuses

EF Product logos Use EF Product logo when creating product specific materials

Language Travel Students aged 10-17

Language Courses Abroad Students and adults ages 16 and above

Language Courses Abroad High school students

Language Courses Abroad Adults, professionals and executives

Academic Year Abroad For Students and Adults 16 years and above

University Preparation Abroad Students and adults ages 16 and above

Logo and color The EF logo can be used in EF Black, White and Education Blue. These rules also apply on the text “International Language Campuses” and “World leader in International Education”.

International Language Campuses

100% Black

Clear area around the logo For the logo to be visible and draw attention keep the area around the logo clean, do not put text or photograohy too close.

International Language Campuses

EF Blue

International Language Campuses

White

How to NOT use the logo Do not use alternative colors or alternative text. Do not place the logo in a space where it is hard to read and understand, such as light text on top of a light photo.

International Language Campuses

Any other than approved text or font

Do not use the logo in any other color than 100% Black, EF Blue or White.

Do not use apart from the approved

International Language Campuses

Do not distort the logo in any way

International Language Campuses Do not paste the logo on the background where it is not visible

The EF color palette.

Education Blue First Blue

C M Y K

100 11 0 75

C M Y K

Education Blue.

Education Blue is EF’s main brand color.

We always use it in 100%.

LT

ILSH

ILSU

Magenta

100 / 95 / 90 0 0 0

C M Y K

Chalk

0 100 0 0

3C 3M 3Y 0K

First Blue and Magenta.

We use these colors when we want to draw attention to something.

AY

UP

Chalk.

This is our neutral color, used as the background in both brochures and flyers.

LSP

We use Sabon and Proxima Nova.

Sabon

Sabon is our primary typeface.

Sabon is our primary font and our expressive voice. It evokes traditional academic heritage and authority. We use it for all of our product lockups - to tell stories, describe romantic ideas, declare our ambitions, and quote real people.

Proxima Nova is our secondary typeface.

Proxima Nova is our rational voice. It is friendly, simple, modern and easy to read. Its geometric form evokes science and precision. We use it mostly for titles, headings, information and instruction.

Aa

ABCDEFGHIJKLMNOPQRSTUVWZ abcdefghijklmnopqrstuvwxyz 0123456789

Proxima nova

Aa

ABCDEFGHIJKLMNOPQRSTUVWZ abcdefghijklmnopqrstuvwxyz 0123456789

Don’t use Handwritten Font: Unlike Sabon’s academic feel and Proxima Nova’s precision, Handwritten Font sets the opposite tone. While fun and expressive, it lacks the polish we’re known for.

Handwritten Font

Do not use

Create clear callouts.

Call-outs are for information we want to stand out from the main content. For callouts to have the strongest effect, the content needs to be short and clear.

Séjours Linguistiques

Séjours Linguistiques

C’est le moment !

Lorem ipsum dolorem

C’est le moment !

Tu ne trouves pas ta voie ? Pars en séjour linguistique ! Découvre le monde, fais de nouvelles rencontres et deviens bilingue grâce à EF.

Tu ne trouves pas ta voie ? Pars en séjour linguistique ! Découvre le monde, fais de nouvelles rencontres et deviens bilingue grâce à EF.

www.ef.com

www.ef.com

50 destinations 19 pays 9 langues

Op til 2000kr. i rabat

Heading like this over two lines! Or it makes no sense. proches sur les séjours linguistiques Lorem ipsum dolor sit amet Sed ut perspiciatis unde omnis iste natus error sit ut perspiciatis unde omnis iste natus error sit

EF Lausanne Tél.: 021 312 83 72

EF Neuchâtel Tél.: 032 721 12 70

EF Lausanne Tél.: 021 312 83 72

EF Neuchâtel Tél.: 032 721 12 70

EF Sion Tél.: 027 323 51 50

EF Fribourg Tél.: 026 322 32 52

EF Sion Tél.: 027 323 51 50

EF Fribourg Tél.: 026 322 32 52

EF Genève Tél.: 022 776 06 66

Contact us

8 Languages 46 Destinations 100+ Nationalities

www.ef.com

Best Practice: Short, concise information that stands out from the main content.

Heading like this over two lines!

Or it makes no sense.

Lorem ipsum dolor sit amet Sed ut perspiciatis unde omnis iste natus error sit

bestilling senest 5. Jan. 2018

EF Genève Tél.: 022 776 06 66

Une offre exclusive pour vous, vos amis, votre famille et vos proches sur les séjours linguistiques EF

Don’t: Too much content crammed into a small area is confusing. People won’t read it.

All ages and levels www.ef.com

EF URL’s The generic URL for the EF Language division is: www.ef.com Each country will be automatically redirected to their market’s specific website.

If you have a URL similar to www.iloveef.com/howboutu/bitly/345 or www.ef.com/ru/hello, please request a vanity URL from the websites team who can create a shorter, custom url for you

www.ef.com

For more info visit www.ef.com/hello

Best Practice: This URL is clear and memorable.

Go to www.iloveef.com/howboutu/bitly/345 to find out more

Don’t: This is too long, with random letters that the reader won’t remember.

Introducing Academicons Academicons create an additional dialogue – one that goes beyond that of a single image.

Language Travel

International Language Campuses

Best summer job ever!

- G ain paid experience working with 10-18 year old international students this summer.

- Develop your leadership, organisational and management skills.

- Roles include Activity Leader, Teacher, Summer Destination Management and more!

- EF can offer employment opportunities in over 20 destinations in UK and Ireland. Apply Today!

www.ef.com/summerjobs

Call us: xxxxx Email us: xxxx.xxxx Like us: xxxxxxxxxxxxxx

Take a Gap Year Learn a language abroad

Academicons on Posters Academicons look best on a clean background where the message can be clearly presented.

www.ef.com

Academicons used on photography 1) The book adds an educational theme to a photograph that otherwise only depicts friendship and the beach.

2) When grouped together, Academicons can tell a story about all the different activities or subjects that may be available on the course.

Why we write in upper/lower case.

As an education company that teaches languages, we want to execute the best practices in every language we use to communicate. The most legible text is the upper/lowercase typeset which creates a word-image that’s easily digested. This makes our content memorable and visually appealing to the reader.

Best Practice: The most legible text is the upper/lowercase typeset.

Don’t: Uppercase typeset reduces legibility.

Left indented text.

Regardless of the density, the left-toright, top-to-bottom script should remain the same on each page.

Campus Linguistici Internazionali

Corsi di Lingue all’Estero con partenze in gruppo e accompagnatore

Campus Linguistici Internazionali

Corsi di Lingue all’Estero con partenze in gruppo e accompagnatore

www.ef.com

Best Practice: Readable and eye-catching – the reader cuts straight to the message.

www.ef.com

Don’t: Middle-set text takes longer to read and understand. It looks busy and becomes confusing on the right side.

Photography and text.

Розыгрыш поездки в Канаду! Для школьников до 18 лет, их родителей и учителей! Дата проведения: 20 октября Время: 18:00 - 21:00 Место: клуб "Икра" Тебе ждет: 1. Встреча со знаменитым YouTube блогером - Полиной Зиновьевой 2. Памятные призы и подарки от EF Education First 3. Конкурс с главным призом поездкой в Канаду этим летом в одной группе в Полиной

Visit us www.ef.com

Иностранные языки во время каникул для 7-18 лет

Best Practice: The most legible text on a photo is the upper/ lowercase typeset, with minimal content.

Don’t: The text becomes less legible on a full bleed image and so much information reduces the overall visual impact.

Keep it clear.

In advertising, the message should be distinct and easily understood. Long blocks of text lack visual hierarchy, which complicates our message and makes our material easier to ignore. Clear, concise messages are more likely to captivate and offer a key takeaway.

Language Travel

Best summer job ever!

Une offre exclusive pour vous, vos amis, votre famille et vos proches sur les séjours linguistiques EF

- G ain paid experience working with 10-18 year old international students this summer.

- D evelop your leadership, organisational and management skills.

- Roles include Activity Leader, Teacher, Summer Destination Management and more!

- EF can offer employment opportunities in over 20 destinations in UK and Ireland.

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Best Practice: It’s important to keep our print material ‘short and sweet’, with a clear message throughout.

Don’t: This poster is hard to read and the message is easily lost. For callouts to be effective, the content needs to be clear and concise.

Flyer covers Flyers and posters with a full-bleed image blend into each other when placed side-by-side. This makes it so you must properly read the label to determine the purpose, and text easily gets lost.

Exam preparation courses Earn globally recognized language certificates

International Language Campuses

Best Practice: Without a full-bleed picture, text is more legible.

Exam preparation courses Earn globally recognized language certificates

International Language Campuses

Don’t: The design here is too disruptive. It’s also hard

Examples of clear and balanced EF materials:

Séjours Linguistiques, Cours de Langues & Etudes à L’Etranger EF Fort de France Tour Lumina, 97200 Fort de France

Nouveau !

EF Antilles Contactez Thomas au 06 96 41 28 27 ef.antilles@ef.com

Campus Internationaux de Langues

Facebook : @EFFrance Snapchat : #EFMoment Instagram : @EF_France - #EFMoment

18LS_Poster_A2_FR_SEP.indd 1

10/12/17 4:35 PM

Examples of clear and balanced EF materials:

Examples of good use of Academicons:

Paper specs: The paper we use is just as important as our design. When printing locally, please use the following specifications: Type of paper: Uncoated.

We use woodfree uncoated paper such as Amber Graphic or Magno Natural.

Always use uncoated paper for the printed materials you produce. As a reference, look to your brochures or centrally printed flyers.

Weight A3 (posters)

150 gsm

A4 (sales letters)

100-120 gsm

A5 (flyers)

100-120 gsm

A6 (postcards)

250 gsm

EF requests Please submit all requests to: www.ef.com/marketing View our print material on Zendesk.

View our image gallery on Zendesk.