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Youth Summit 2014   Brand Tool kit

 


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WHAT IS AIESEC? VISION, MISSION & VALUE WHAT IS YOUTH SUMMIT? TAG LINE VISUAL ELEMENT TYPOGRAPHY BRAND STYLE COLOR

CONTENTS This document provides guideline to ensure the correct use of the AIESEC brand identity for Youth Summit 2014. Our brand is key to ensuring that our outreach presents the organization consistently throughout all our impacts in Hong Kong. A strong brand aids recognition of IAESEC by our audience, conveys what we stand for and helper to build reputation.   By applying theses guidelines to your communication, campaigns and materials you will strengthen the AIESEC brand image and enhance the visibility of the organization


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01 WHAT IS AIESEC?

01 WHAT IS AIESEC?


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01 WHAT IS AIESEC?

AIESEC is the world’s largest student run organization. We are the Global Youth Network

impacting the world through Leadership Development Experience. We provide youth with Leadership Opportunities, International Internships and participation in a

Global Environment so that they can develop to become the future global leader of society for over 65 years.

 

Established in 1967, AIESEC in HONG KONG has been dedicated to bringing the vision of AIESEC and developing future young leaders. Our local chapters include, The University of Hong Kong, Chinese University Hong Kong, Hong Kong University of Science and Technology, Hong Kong Baptist University, City University of Hong Kong, Lingnan University, Hong Kong Polytechnic University.

 

Together, we have created more than 600 team membership and 200 exchange

experiences last year. With the new batch of members this year, we hope to create more leadership experiences to achieve a positive impact on the society.


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02 VISION, MISSION & VALUES

02 VISION, MISSION & VALUES


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VISION

“Peace and the fulfillment of humankind’s potential” AIESEC believes that the best way to achieve this is by first developing talent in individuals and thus inside companies, organizations and our communities. It is individuals who will positively impact society and create the change that will bring us closer to our vision for the world.

VALUES •  •  •  •  •  • 

Activating leadership Demonstrating integrity Living diversity Enjoying participation Striving for excellence Acting sustainably

02 VISION, MISSION & VALUES

AIESEC is global by nature, value based and non-political by identity and run by students and recent graduates from institutions of higher education in spirit and by passion. It forms a platform for students interested in world issues and leadership to work with exchange of people and ideas as a means to achieve the organization's vision.


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03 WHAT IS YOUTH SUBMIT? 03.1 THEME 03.2 MESSAGE 03.3 TARGETS & MESSAGES 03.4 DO’S & DONT’S

03 WHAT IS YOUTH SUBMIT?


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03 WHAT IS YOUTH SUBMIT? 03.1 THEME

Youth to Sustainability Summit 2014 is an AIESEC international

conference which aims to awaken youth to think our world, our city differently with critical reflection and provide a platform where young leaders come together to voice their concerns on major world and local issues and generate new, actionable ideas about the future.

THEME

LeaderShift the City LeaderShift is a radical change from one way of thinking to another. It is a revolutionary transformation that our youth needs for finding, recognizing and creating our future. The Summit also aims to pool in talents of the next generation in society to realize the quest of a positive change agent and take the lead to make an impact on our society.


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03 WHAT IS YOUTH SUBMIT?

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03.2 MESSAGE

KEY MESSAGE AIESEC is a global youth network impacting the world through leadership development experiences. We always take one step forward to be a positive change agent and contribute to the society

KEY OBJECTIVE 1.  Empower the youth to step forward and be a positive change agent, thus take the lead of this society 2.  Develop youth delegates to be a leader with global mindset and social responsibilities competencies 3.  Gather youth delegates to voice out their concern and generate actionable ideas towards Hong Kong sustainable future.

AWAKENING!


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03 WHAT IS YOUTH SUBMIT?

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03.2 TARGETS & MESSAGES

WHAT SHOULD BE DELIVERED TO THE TARGETS? LOCAL UNI STUDENTS •  ASK •  What can I learn? •  What YS can give? •  Speakers •  “Voice Out” •  International exposure •  Step out

INTERNATIONAL AIESECERS

PARTNERS/SPONSORS

PUBLIC

•  Thoughts leadership •  Idea exchange •  Collaborate to create better AP •  Learning platform •  Competitiveness: how to collaborate to enhance AP competitiveness •  HK as a case to study

•  Interact with current uni students

•  A platform for youth to explore & develop leadership potentials •  Run by youth for youth •  Figures(international network) •  由青年人號召一班青 年人為society and world to make changes •  Motivation of AIESEC org. YS •  Discover HK Future & Potential (Youth as pillar of future) •  AIESEC as Pioneer


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03 WHAT IS YOUTH SUBMIT?

03.2 TARGETS & MESSAGES (CON’T)

WHAT SHOULD BE DELIVERED TO THE TARGETS? SUPPORTING ORGANIZATION •  VALUE OF AIESEC

GOVERNMENT •  AIESEC AS YOUTH VOICE REPRESENTATIVE •  LEADERSHIP DEVELOPMENT (CRADLE OF LEADERS) •  YOUTH AS ASSEST THE MOST IMPORTANT ASSET FOR FUTURE •  香港社會發展的基石  •  孕育出香港未來的社會領袖 •  為青年帶來新氣象


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03 WHAT IS YOUTH SUBMIT?

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03.2 DO’S & DONTS

DO’S 1.  FOLLOW DESIGN RULE 2.  BE CREATIVE 3.  FOCUS ON TARGET GROUPS

DONT’S 1.  2.  3.  4. 

EMPHASIS ON PARTY & NETWORKING TALK ABOUT “SOLUTIONS” OVERPROMISE USE LOGOS PROPERLY

AWAKENING!


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04 TAGLINE

04 TAGLINE


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04 TAGLINE

LeaderShift the City AIESEC as one of the leading youth organization, operates as a collaborative organization, working to enhance youth development and generating positive changes in society. Leadershift the city… positions Youth Summit 2014 of AIESEC as a leader, convener and facilitator of leadership development programmes in Hong Kong. It underscores the power of AIESEC’s brand to connect in the drive to realize youth potential rights and bring positive changes to society. Leadershift the city…explains how results of Youth Submit 2014 of AIESEC are best achieved. Youth Submit 2014 collaborates with different parties to ignite & unleash the potential power of youth as a leader. Leadershift the city.. Is the central advocacy and communication message for Youth Submit 2014 and should be displayed prominently in all external communication and advocacy materials and products.


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05 VISUAL ELEMENT

05 VISUAL ELEMENT 05.1 SHAPES 05.2 DO’S & DONT’S 05.3 lOGOS 05.4 EXAMPLES


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I

E

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S

E

C

BRAND ATTRIBUTE IMPACTFUL – INCLUSIVE – DARING – DYNAMIC - DIVERSE

05 VISUAL ELEMENT 05.1 SHAPES


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DO’S & DONT’S THE INDIVIDUAL SHAPES MUST BE RECOGNISABLE

THE SHAPES SHOULD ALWAYS BE USED IN THE RIGHT PROPORTION

THE SHAPES ARE NOT TO BE USED TO REPLACE THE AIESEC LOGO

ALL MATERIALS REPRESENTING AIESEC SHOULD HAVE AN AIESEC “SIGNATURE”

05 VISUAL ELEMENT 05.2 DO’S & DONT’S


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YOU MAY USE LONG OR SHORT LOGO AIESEC TEXT SIGNITURE CAN BE USED FOR AIESEC SUB-BRANDS (E.G. Y2B, ELD PROGRAMMES)

05 VISUAL ELEMENT 05.3 LOGOS (1)

AIESEC LOGO CAN BE USED AS A POWERFUL TOOL FOR COMMUNCIATION IF COMMUNICATED CONSISTENTLY AND WITH REPREATEDLY.

COLOR COMBINATIONS BLUE PANTONE

286C

WEB(HEX)

3003399

RGB

0/51/153

CMYK

100/91/6/1

HSB

220/100/60

LAB

25/21/-61


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DO’S & DONT’S ALWAYS PRESERVE THE LOGO’S PROPORTION

05 VISUAL ELEMENT 05.4 LOGOS (2)

The logo Design shows •  Young people gaining definition as they come out of the blue Mass •  Young people forming themselves as individuals for the future.

LOGO CAN ONLY IN HORIZONTAL OR VERTICAL FORM LOGO SHOULD ALWAYS BE DISTINCTLY IDENTIFICABLE AND SHOULD NOT BE ALTHERED IN ANY WAY LOGOS WITHOUT BACKGROUNDS ARE ALLOWED “AIESEC” LETTERS ON THE LOGO SHOULD ALWAYS HAVE SOLID COLOR THAT ALIGNES WITH LOGO COLOR COMBINATION

CLEAR SPACE


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EXAMPLES

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05 VISUAL ELEMENT 05.3 EXAMPLES


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06 TYPOGRAPHY

06 TYPOGRAPHY


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FUTURA CONDENSED EXTRABOLD ABCDEFGHIJKLMNOPQRSTUVQXYZ Abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/* FUTURA CONDENSED MEDIUM ABCDEFGHIJKLMNOPQRSTUVQXYZ Abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/* HELVETICA" ABCDEFGHIJKLMNOPQRSTUVQXYZ" Abcdefghijklmnopqrstuvwxyz" 0123456789,;:!?”&/* HELVETICA BOLD! ABCDEFGHIJKLMNOPQRSTUVQXYZ! Abcdefghijklmnopqrstuvwxyz! 0123456789,;:!?”&/* HELVETICA LIGHT ABCDEFGHIJKLMNOPQRSTUVQXYZ Abcdefghijklmnopqrstuvwxyz 0123456789,;:!?”&/*

06 TYPOGRAPHY

Typography is an important element of our brand. By controlling the type styles and alignment used, we further strengthen the visual distinctiveness of Youth Summit of AIESEC.

Aa FUTURA for Graphics & print HELVETICA for web  


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07 BRAND STYLE

07 BRAND STYLE


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ENERGETIC

We believe in youth power. We believe that we can change the world into better place. We believe that who share our vision will work with us

AWAKENING

Self-realization Self-actualization

CONTEMPORARY

To keep pace with global issues. To appeal to new youth. To be understood and unmistakable.

07 BRAND STYLE

Brand style serves to differentiate Youth Summit 2014 of AIESEC’s materials from those of other organizations. Our brand style is based upon these characteristics: Energetic, awakening, contemporary


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08 COLOR

08 COLOR

08.1 EXAMPLES


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YELLOW

WHITE

BLACK

08 COLOR

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PRINT PANTONE

PRINT CMYK C0 M2 Y 67 K 0

SCREEN RGB 255/250/83

WEB HEX WEBSAFE FFFA53

PRINT PANTONE

PRINT CMYK C0 M0 Y0 K4

SCREEN RGB 244/244/244

WEB HEX WEBSAFE

PRINT PANTONE

PRINT CMYK C0 M0 Y0 K0

SCREEN RGB 255/255/255

WEB HEX WEBSAFE FFFFFF

PRINT PANTONE

PRINT CMYK C 88 M 9 Y0 K9

SCREEN RGB 29/211/233

WEB HEX WEBSAFE

PRINT PANTONE

PRINT CMYK C0M0 Y 0 K 100

SCREEN RGB 0/0/0

WEB HEX WEBSAFE 000000


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08 COLOR

08.2 EXAMPLES

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L

eadershift the City by youth for youth


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09 PHOTOGRAPHY

09 PHOTOGRAPHY


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ENERGETIC

09 PHOTOGRAPHY


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09 PHOTOGRAPHY

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LEADERSHIP


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YOUTH DEVELOPMENT

09 PHOTOGRAPHY


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09 PHOTOGRAPHY

YOUTH VOICE


Youth summit 2014 brand tool kit