AIESEC

Official Websites

• https://aiesec.org
• https://www.aiesec.in
• http://www.aiesec.org

Brand Guidelines

2018

Brand Summary

Mission

• Peace and fulfillment of humankind’s potential. AIESEC strives to build a world where people can work towards their own understanding of ‘peace’ while acknowledging and respecting the views of others, and where people can be the best version of themselves through fulfillment of humankind’s potential [^1].

Core Values

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

Target Audience

• Primarily youth aged 18-30, and organizations that support youth leadership development. Any young person can participate, regardless of educational status. The brand also communicates towards like-minded organizations to support cross-cultural exchanges [^2].

Personality Traits

• Inclusive
• Energetic
• Engaged
• Genuine
• Simple

Visual Identity Overview

• The visual identity is youthful, energetic, and simple, with a focus on inclusivity and diversity. It uses a bright and energetic AIESEC Blue as the primary color, complemented by eight other colors. The brand employs flat, colorful illustrations and icons, and the main font is Lato. Logos are used in strict horizontal positions with clear guidelines for size, space, and color. Visuals and photography emphasize authenticity, impact, and the brand’s personality [^3].

Categories

Brand Voice

• Our Personality Inclusive, Energetic, Engaged, Genuine, Simple.
• Overall, we are a youthful source of energy, always there to spark new solutions and ideas and prepared to support youth, no matter what background they have. We stay away from religious and political topics; however, we want to engage in dialog on issues in our world, and bring together various perspectives. We always focus on a positive contribution, ensure diversity and reject discrimination. In our engagements with the topics we care about, no matter whether it is message or design, we strive to be simple and genuine.
• AIESEC I Our Brand Tone 10 Inclusive We are a network of people from different countries, cultures and backgrounds and believe in respecting everyone’s opinion and treating it as important. Therefore we are independent and non-discriminating on any basis.
• Conversational We express ourselves in a friendly, lively and approachable manner, rather than being unnecessarily formal. We seek out conversations on the issues we care about.
• Activational In order to deliver on our promises, we learn by doing and by taking action on necessary risks and challenges.
• Relevant We are engaged with topics that are currently influencing the world around us, and as a youth-run organization, adapt to the effect these topics have on us as youth.
• Daring We express our energy and passion as young individuals who are not afraid to dream big and do big.
• Relatable We represent diversity and do not discriminate on any basis. Therefore we represent a global youth voice that any young person in the world can relate to.
• Content Creation There is a difference between brand aligned and well designed. The application of our brand into content is one of the main representations of our voice in the world. We want our brand to be genuine, to show the authenticity of our experiences, avoiding fake stories or environments. We want our content to feel clear, relatable and relevant. We challenge our audience, but also inspire them to act. We work hard to make every blog, image or video transmit emotions through storytelling. We loooove simplicity.
• Be personal, but not too personal When engaging in conversations with people, we approach them in a personal tone. Getting close to a person’s story and fostering authenticity is what we love to do. However, as we are still representing an organization, staying objective remains important.
• Be truthful We fact check everything and ensure that the sources we use are 100% reliable. This is because we want to be acknowledged as experts in the topics that we specialize in, such as youth leadership development.
• Be playful, but don’t overdo it We are representing youth, therefore have a youthful, energetic and playful voice. This means that we include a joke and 1-2 emojis per conversation! However, we are not over-the-top in our energy, such as screaming and a lot of capital letters.
• Be representative We don’t use inappropriate street language, slang or sloppy abbreviation (eg: doin’) in phrasing. Other than this, we are ensuring our spelling and grammar are accurate and triple (or quadruple) checked before publishing, as well as in American English.
• Be purposeful In order not to waste time, we only spread something once it is useful and relevant. Everything we do needs to have a reason to be there and a clear call-to-action.
• Be activational and inspirational Our tone is looking to activate others to take action. We strive to empower others to act on the issues they care about.
• Be simple We want to be simple and not complicate our message or share very long stories. We strive to be as helpful and concrete as possible whenever communicating.
• Be open and inclusive Diversity and no discrimination are main things we embody in our content. We accept people of all shapes and sizes and are not judgemental. We are also very open for all opinions and welcome feedback.
• Be aligned Repetition and having a structured pattern is key in maintaining one brand tone. We work towards being as aligned as possible in all types of content, and in all kinds of places.
• In any interaction, it is vital that we stay true to our brand voice and communicate in a way that represents AIESEC and our vision in the best way possible.

Brand Imagery

• The image should feature a large, prominent, black and white illustration of a bird, possibly a pigeon or dove, centrally positioned against a plain white background. The bird should be depicted in profile, facing to the right, with detailed feather textures on the wings and tail, and a clear, slightly curved beak. The bird’s eye should be well-defined and expressive. No additional objects, text, or backgrounds should be present, emphasizing the bird as the sole subject and maintaining a minimalistic style.
• The image should depict a diverse group of people outdoors during sunset, sitting on the ground with their backs facing the camera. The individuals are in various poses, with some raising their hands, making gestures, or forming shapes with their arms, indicating a mood of celebration or unity. The scene has a warm, golden-orange glow from the setting sun, which is visible near the horizon. The sky transitions from bright yellow near the sun to a deeper orange further away. The background is blurred but suggests an open natural environment, such as a beach, park, or field, with no visible structures. The lighting creates silhouettes of the people, emphasizing their outlines and gestures, with soft shadows cast on the ground. The overall atmosphere evokes a sense of joy, togetherness, and positive energy.
• The image depicts a large world map on a wall, with the continents and some ocean areas visible, rendered in muted earth tones such as browns, blues, and greens, and with some areas in darker shades to emphasize certain regions. Overlaid on the map are the words ‘Our’, ‘Why’, and a caption that reads ‘Peace and fulfillment of humankind’s potential.’ To the foreground, four children stand facing the map, their backs to the viewer. They are of different ages and wear casual clothing in bright colors: one in a light blue shirt, one in a dark shirt, another in a purple shirt, and the last in a red and white striped shirt. Their stance suggests they are observing and contemplating the map and the message. The background behind the children is plain and dark, possibly indicating a simple indoor setting or an outdoor wall with minimal detail, emphasizing the map and the children’s focus. The overall scene conveys a theme of global unity, education, and future aspirations, with the children symbolizing hope and the potential for worldwide progress.
• The image depicts a lively street scene during what appears to be a festival or public gathering in an urban area. The background features multi-story historical or classical styled buildings with large windows, ornate facades, and a pastel color palette, suggesting a European city setting. The sky is bright and partly cloudy, indicating daytime with good weather. The crowd consists of numerous people, predominantly children and young adolescents, dressed in various casual and semi-formal clothes, with some holding backpacks and small bags. Many are grouped and interacting, suggesting social engagement or an organized event. The foreground features a young man whose face is blurred, wearing a white shirt under a dark jacket, with a pink and white striped cloth scarf draped over his shoulders, which appears to be a symbolic or festive accessory. Other participants in the scene have their faces blurred, emphasizing the crowd’s diversity and activity. The overall atmosphere is vibrant, with a sense of community and celebration, filled with movement, expression, and social interaction.

Color Palette

• This is our color palette.
• Our favorite color is AIESEC Blue. It’s bright and energetic, representing our youthful nature. Besides that, we use eight other colors to complement our AIESEC Blue, both digitally and in print. If you don’t know what color to use, please use AIESEC Blue.
• HEX F85A40 RGB 248, 90, 64 CMYK 0, 63.71, 74.19, 2.75
• HEX 0A8EA0 RGB 10, 142, 160 CMYK 93.75, 11.25, 0, 32.25
• HEX FFC845 RGB 255,200,69 CMYK 255,200,69
• HEX 30C39E RGB 48,195,158 CMYK 48,195,158
• HEX F48924 RGB 244, 137, 36 CMYK 244, 137,36
• HEX #037Ef3 RGB 3/126/243 CMYK 98.8, 48.1, 0, 4.71
• HEX CACCD1 RGB 82, 86, 94 CMYK 82,86,94
• Don’t change the official colors.

Typography

• Our brand font is Lato. We use it in print and on the web. Feel free to use it in any of its styles and weights.
• Lato Hairline
• Lato Hairline Italic
• Lato Light
• Lato Light Italic
• Lato Regular
• Lato Italic
• Lato Bold
• Lato Bold Italic
• Lato Heavy
• Lato Heavy Italic
• Lato Black
• Lato Black Italic
• Extra fonts can be added secondarily to emphasize words, but the main one should remain Lato. Use the font that works best with your design, and always be consistent throughout whatever you’re working on.
• Do Use an easily legible font. Use a font that contrasts with Lato. Use a font that adds to the tone of your design.
• Don’t Use complex fonts. Use more than two fonts in one design. Use similar fonts.

Logo Usage

• It can be used only in horizontal position with any of its four color variants, depending on what looks more clear on your background or design.
• It should not be modified in anyway and should always be used according to the guidelines in this section.
• Keep the size legible and always give it breathing room. How much space does the logo need, exactly? The height of the blue bar on every side.
• Don’t change the font.
• Don’t change the official colors.
• Don’t squish or skew our logo.
• Don’t rotate the logo in any way.
• Don’t place our logo on a cluttered background.
• Don’t add any element into the logo space.
• Don’t change the opacity of the logo.
• And please… don’t use old logos.

Tone And Messaging

• Our Personality Inclusive, Energetic, Engaged, Genuine, Simple.
• Overall, we are a youthful source of energy, always there to spark new solutions and ideas and prepared to support youth, no matter what background they have. We stay away from religious and political topics; however, we want to engage in dialog on issues in our world, and bring together various perspectives. We always focus on a positive contribution, ensure diversity and reject discrimination. In our engagements with the topics we care about, no matter whether it is message or design, we strive to be simple and genuine.
• AIESEC I Our Brand Tone 10 Inclusive We are a network of people from different countries, cultures and backgrounds and believe in respecting everyone’s opinion and treating it as important. Therefore we are independent and non-discriminating on any basis.
• Conversational We express ourselves in a friendly, lively and approachable manner, rather than being unnecessarily formal. We seek out conversations on the issues we care about.
• Activational In order to deliver on our promises, we learn by doing and by taking action on necessary risks and challenges.
• Relevant We are engaged with topics that are currently influencing the world around us, and as a youth-run organization, adapt to the effect these topics have on us as youth.
• Daring We express our energy and passion as young individuals who are not afraid to dream big and do big.
• Relatable We represent diversity and do not discriminate on any basis. Therefore we represent a global youth voice that any young person in the world can relate to.
• Be personal, but not too personal When engaging in conversations with people, we approach them in a personal tone. Getting close to a person’s story and fostering authenticity is what we love to do. However, as we are still representing an organization, staying objective remains important.
• Be truthful We fact check everything and ensure that the sources we use are 100% reliable. This is because we want to be acknowledged as experts in the topics that we specialize in, such as youth leadership development.
• Be playful, but don’t overdo it We are representing youth, therefore have a youthful, energetic and playful voice. This means that we include a joke and 1-2 emojis per conversation! However, we are not over-the-top in our energy, such as screaming and a lot of capital letters.
• Be representative We don’t use inappropriate street language, slang or sloppy abbreviation (eg: doin’) in phrasing. Other than this, we are ensuring our spelling and grammar are accurate and triple (or quadruple) checked before publishing, as well as in American English.
• Be purposeful In order not to waste time, we only spread something once it is useful and relevant. Everything we do needs to have a reason to be there and a clear call-to-action.
• Be activational and inspirational Our tone is looking to activate others to take action. We strive to empower others to act on the issues they care about.
• Be simple We want to be simple and not complicate our message or share very long stories. We strive to be as helpful and concrete as possible whenever communicating.
• Be open and inclusive Diversity and no discrimination are main things we embody in our content. We accept people of all shapes and sizes and are not judgemental. We are also very open for all opinions and welcome feedback.
• Be aligned Repetition and having a structured pattern is key in maintaining one brand tone. We work towards being as aligned as possible in all types of content, and in all kinds of places.
• In any interaction, it is vital that we stay true to our brand voice and communicate in a way that represents AIESEC and our vision in the best way possible.
• We are consistent in our hashtags and do not invent a new hashtag for every post. We will only add hashtags to be consistent and aligned in tracking.

Brand Values

• We live and act according to the following 6 values:
• Activating leadership We lead by example and inspire leadership through actions and results. We take responsibility for developing the leadership potential of others.
• Enjoying participation We create a dynamic and welcoming environment through the active and enthusiastic participation of individuals. We enjoy being involved in our organization.
• Demonstrating integrity We are consistent and transparent in our decisions and actions. We fulfil our commitments and conduct ourselves in a way aligned with what we envision.
• Living diversity We actively learn from different ways of life and opinions represented in our multicultural environment. We act inclusively, respecting and actively encouraging the contribution of every individual.
• Striving for excellence We continuously improve through creativity and innovation. We strive to deliver the highest quality performance in everything we do.
• Acting sustainably We act in a sustainable way for our organization and society. Our decisions take into account the needs of future generations.

Visual Style

• The image should feature a large, prominent, black and white illustration of a bird, possibly a pigeon or dove, centrally positioned against a plain white background. The bird should be depicted in profile, facing to the right, with detailed feather textures on the wings and tail, and a clear, slightly curved beak. The bird’s eye should be well-defined and expressive. No additional objects, text, or backgrounds should be present, emphasizing the bird as the sole subject and maintaining a minimalistic style.
• Keep the size legible and always give it breathing room. How much space does the logo need, exactly? The height of the blue bar on every side.
• Don’t change the font.
• Don’t change the official colors.
• Don’t squish or skew our logo.
• Don’t rotate the logo in any way.
• Don’t place our logo on a cluttered background.
• Don’t add any element into the logo space.
• Don’t change the opacity of the logo.
• And please… don’t use old logos.
• We only use the AlESEC Human in white or blue, maintaining a flat colored background.
• The AIESEC Human has a breathing room of 1/4 of its height on every side, so don’t put any elements in it.
• Our watermark allows us to be easily recognized while mantaining a clean and simple design. It follows similar rules as the AIESEC Human: a breathing room of 1/4 of its height on the bottom, left and right and half the height on the top.
• We like our brand to be easily recognized; this is why we have these very simple rules for our logo: Keep the size legible and always give it breathing room.
• Our favorite color is AIESEC Blue. It’s bright and energetic, representing our youthful nature. Besides that, we use eight other colors to complement our AIESEC Blue, both digitally and in print. If you don’t know what color to use, please use AIESEC Blue.
• This is our color palette. HEX FFC845 RGB 255,200,69 CMYK 255,200,69
• HEX F85A40 RGB 248, 90, 64 CMYK 0, 63.71, 74.19, 2.75
• HEX 0A8EA0 RGB 10, 142, 160 CMYK 93.75, 11.25, 0, 32.25
• HEX 30C39E RGB 48,195,158 CMYK 48,195,158
• HEX F48924 RGB 244, 137, 36 CMYK 244, 137,36
• HEX #037Ef3 RGB 3/126/243 CMYK 98.8, 48.1, 0, 4.71
• HEX CACCD1 RGB 82, 86, 94 CMYK 82,86,94
• Our brand font is Lato. We use it in print and on the web. Feel free to use it in any of its styles and weights.
• Extra fonts can be added secondarily to emphasize words, but the main one should remain Lato. Use the font that works best with your design, and always be consistent throughout whatever you’re working on.
• Use an easily legible font.
• Use a font that contrasts with Lato. Use a font that adds to the tone of your design.
• Don’t use complex fonts. Don’t use more than two fonts in one design. Don’t use similar fonts.
• Simplicity is key.
• Visuals are one of the easiest brand representations, but also the most frequent to be misaligned.
• By giving time to conceptualize and ideate during the production time, we make sure to bring our message across in the designs we do.
• We seek trends that can make our brand speak our generational language. We make sure that each and every image portrays our brand personality and tone.
• We love to use illustrations. They’re perfect for explaining complex ideas, themes or processes. For the most part, we like our icons and illustrations to be flat and colorful, always ensuring that our designs match our audience.
• For example, when talking about youth-related themes, we use playful, colorful illustrations. Whether simple, fun, or elegant, our content should always be easy to identify and understand at a glance.

Iconography

• We love to use illustrations. They’re perfect for explaining complex ideas, themes or processes. For the most part, we like our icons and illustrations to be flat and colorful, always ensuring that our designs match our audience.
• For example, when talking about youth-related themes, we use playful, colorful illustrations. Whether simple, fun, or elegant, our content should always be easy to identify and understand at a glance.

Layout And Composition

• Keep the size legible and always give it breathing room. How much space does the logo need, exactly? The height of the blue bar on every side.
• Don’t change the font.
• Don’t change the official colors.
• Don’t squish or skew our logo.
• Don’t rotate the logo in any way.
• Don’t place our logo on a cluttered background.
• Don’t add any element into the logo space.
• Don’t change the opacity of the logo.
• And please… don’t use old logos.
• The AIESEC Human has a breathing room of 1/4 of its height on every side, so don’t put any elements in it.
• Our watermark allows us to be easily recognized while mantaining a clean and simple design. It follows similar rules as the AIESEC Human: a breathing room of 1/4 of its height on the bottom, left and right and half the height on the top.
• Keep a breathing room of 0.35 inches around the logo.
• Always use the Powered by Al ESEC logo when using the individual product brands, or when referring to Youth4GlobalGoals.
• If adding a second I ogo to your publication makes it feel crowded, you can also use the AIESEC Human watermark as a brand endorsement. This is especially fitting for cases where the endorsement is obvious such as posts on an AIESEC channel.
• Don’t use the Powered by Al ESEC logo on brands you might create, which are not officially part of the AIESEC Experience

Content Creation

• There is a difference between brand aligned and well designed. The application of our brand into content is one of the main representations of our voice in the world. We want our brand to be genuine, to show the authenticity of our experiences, avoiding fake stories or environments. We want our content to feel clear, relatable and relevant. We challenge our audience, but also inspire them to act. We work hard to make every blog, image or video transmit emotions through storytelling. We loooove simplicity.
• Every piece of content that is created should have a clear purpose and trigger an action.
• The goals of the posts that are created should be one of the following: Open a conversation Communicate our organizational purpose Create a like-minded community Tell the story of our products Position ourselves amount influential partners Address topics that are relevant to youth
• Be personal, but not too personal
• When engaging in conversations with people, we approach them in a personal tone. Getting close to a person’s story and fostering authenticity is what we love to do. However, as we are still representing an organization, staying objective remains important.
• Be truthful
• We fact check everything and ensure that the sources we use are 100% reliable. This is because we want to be acknowledged as experts in the topics that we specialize in, such as youth leadership development.
• Be playful, but don’t overdo it
• We are representing youth, therefore have a youthful, energetic and playful voice. This means that we include a joke and 1-2 emojis per conversation! However, we are not over-the-top in our energy, such as screaming and a lot of capital letters.
• Be representative
• We don’t use inappropriate street language, slang or sloppy abbreviation (eg: doin’) in phrasing. Other than this, we are ensuring our spelling and grammar are accurate and triple (or quadruple) checked before publishing, as well as in American English.
• Be purposeful
• In order not to waste time, we only spread something once it is useful and relevant. Everything we do needs to have a reason to be there and a clear call-to-action.
• Be activational and inspirational
• Our tone is looking to activate others to take action. We strive to empower others to act on the issues they care about.
• Be simple
• We want to be simple and not complicate our message orshare very long stories. We strive to be as helpful and concrete as possible whenever communicating.
• Be open and inclusive
• Diversity and no discrimination are main things we embody in our content. We accept people of all shapes and sizes and are not judgemental. We are also very open for all opinions and welcome feedback.
• Be aligned
• Repetition and having a structured pattern is key in maintaining one brand tone. We work towards being as aligned as possible in all types of content, and in all kinds of places.

Video Guidelines

• Videography is one of our main ways of expression and the most powerful content that allows others enjoy and engage with our stories. We ensure this by putting storytelling at the core of every production, and by engaging our viewers with a youthful approach in our language, trends, and resources.
• We don’t see perfection in the quality of the equipment used to record or the output footage, but in the story we expose and how we expose it.
• We understand the importance of being present in trends and being adaptive to our channels. We showcase the most genuine moments and the everyday actions that bring our products to life.
• Here you can find elements that will help you improve your videos like: logo animations, video outros, source pngs.
• Define your objectives: Determine the main goal of your video, the place or channel it will be posted in, the length, your audience and the call to action.
• Make a script: Organize your ideas on paper, allocate time slots for the main highlights of your video.
• Collect your resources: Once you know how your video will look like, collect any resource you need: footage, soundtrack, record audio, fonts, etc.
• Create the skeleton: Bring your story to life by creating the first skeleton of your video and tracing as much of the story as possible.
• Collect feedback: Share your story skeleton with people that can enrich it: colleagues, partners, team leaders, etc.
• Add details and enhancements: Once your story is approved, make sure you go the extra mile. Ensure the quality of your video by adding details that will make it unforgettable: animations, doodles, titles, intro, outro, credits, subtitles, sound effects, color correction, etc.
• Inspirational: To motivate our audience through a message or story.
• Informational: To let our audience know about our brand, our products or opportunities.
• Educational: To let our audience get informed about what is happening in the world.
• Showcasing stories: To inspire our audience by presenting our participants’ experiences.
• Animation: To express a complex idea in a simple way.

Writing Guidelines

• Our writing aims to do exactly that; convey our passion in short, clear writing.
• When we are producing written pieces, one of the most important things for us is to let our personality and passion as organization shine through.
• Through the way we write, we want to pull people into our stories, personalities and the passions that we have for the topics we write about. We want people to take action and join us! The same goes for our written conversations, where in a personal approach, we want to inspire action in others.
• Blogging gives us the unique opportunity to strengthen our vision and transmit our organizational message while showcasing the impact our opportunities create. Using a blogging platform can provide a space to share meaningful stories and inspire customers to live an experience with AIESEC, while connecting powerful visuals with persuasive pieces of writing.
• Whether they are about spotlighting a personal experience lived by an exchange participant or about providing clarity on a new concept, the articles we publish should always follow the brand voice and be tailored to our customers. Remember, we are writing for youth, so adapt your style and what you express to best flt what our desired audience wants to read. While doing research, look at blog pages popular among youth and borrow elements that are going to enrich your pieces and channel.
• In order to ensure a complete and effective content strategy it’s vital to take advantage of all the creative freedom and impact biogs can provide by including them in your plan. Don’t be afraid to use writing as part of your approach or to experiment and come up with innovative ways to engage customers with blogging. Great stories are not only amazing for conversion, but also the most powerful tool we have to engage youth with leadership development.
• Personal story: Either by writing in first person or presenting it as an interview, spotlighting someone’s experience brings the reader closer to the message and easily engages them with our purpose.
• Informational: By keeping up with current trends and world issues, we make sure we stay connected to our audience. Informational pieces provide context, data and views on recent happenings by connecting them to our mission.
• Promotional/Instructional: We inform customers about recent campaigns, new events or collaboration by presenting them in promotional posts, which guide them through the new experience, offer instructions and generate excitement.
• Listicles: Used by most millenial blog networks, listicles present bigger chunks of information in an easily digestible and fun way. They are usually highly shareable, as well as easier to process on the go.
• Survey/Quizzes: Used as a way to break out of the usual blogging pattern, quizzes and surveys are an fun, interactive way to engage customers with your content and message without being too pushy.
• When we are making PR statements, we make our tone more professional than in all other written pieces, because they are coming from AIESEC as an organization. Based on the content of the statement, the partners involved in it should always be clearly and correctly portrayed and tagged, as per the partners’ wishes.
• Refer toAIESEC in the first person (‘we’) and audience in the second person (‘you’).
• Use easily understandable and conversational language, as if you are explaining something to a friend.
• Keep it short and sweet, brief, and to the point. It is better to be clear than clever.
• Keep it professional.
• Use correct spelling and grammar.
• When using English, always use American English.
• Engage partners with it, and tag them if relevant.

Community Management

• Community Management Building communities that engage. Having great content for your social media platforms is only the first step in ensuring success. With people being delivered more and more information during the time they spend online, the need for an effective engagement strategy becomes paramount. It’s exactly because of this why we believe that one of the most important things to take into consideration, not matter the channel we speak of, is community management.
• Community management has long evolved from a purely administrative structure to a vital asset in any digital marketing strategy. It focuses on strengthening the brand message and organizational purpose through different types of direct and indirect interactions. By making sure that our customers receive the support, information and incentives they need, we directly contribute to the succes of any campaign and content plan.
• Community management includes answering comments, responding to feedback, managing page messages and ending calls to action.
• In any interaction, it is vital that we stay true to our brand voice and communicate in a way that represents AIESEC and our vision in the best way possible.
• For social media there are two types of written communication that we manage in a specific way. Firstly, the captions that are attached to each social media post. Secondly, the social media community management of comments, responses and messages.
• Have a look at the content guidelines, which apply for all social media posts!
• Have a look at specific written do’s & don’ts HERE, when it comes to what to write as captions and in community management.

Legal Notes

• Legally, AIESEC’s general brand is the one that needs to be protected first. It is trademark registered in the EU27 and a lot of other entities in the network. The Global Plenary allocated a specific fund for trademark registration. If you are not sure if the AIESEC Brand is properly protected in your entity, contact the President of AIESEC in your entity or the Global Finance Board (GFB).
• Other names in our brand, such as. ‘YouthSpeak’ or ‘Global Volunteer’ are not registered trademarks of AIESEC because they are generic brands.
• Legal forms aside, AIESEC is a single organization running its activities on a global scale. This is why it is strictly forbidden to call entities “AIESEC XYZ”, and the only correct way to position your entity is as “AIESEC in XY7”_
• We never only refer to “Countries” or “Nations”, because this will indirectly imply AIESEC taking a political stand. Use “countries and territories”. This is a very sensitive topic, so please pay attention to it especially in your media and public relations.
• Trademark number: 004400347
• Type: figurative
• Nice Classification: 35, 36, 41
• Trademark number: 004400339
• Type: word

2016

Brand Summary

Mission

• AIESEC strives to achieve peace and fulfillment of humankind’s potential by activating leadership qualities in youth through learning from practical experiences in challenging environments [^1].

Core Values

• Striving for Excellence
• Demonstrating Integrity
• Environment Participation
• Acting Sustainably
• Activating Leadership
• Living Diversity

Target Audience

• The main target audience is youth aged 18-30, not limited to students, and enablers such as companies, NGOs, governments, and institutions [^2].

Personality Traits

• Impactful
• Inclusive
• Dynamic
• Diverse
• Daring

Visual Identity Overview

• AIESEC’s visual identity is defined by a consistent use of blue, white, and black color palettes, minimalistic and modern design elements, geometric shapes, and the Lato font family. The logo features human silhouettes to represent progression and movement, and clear guidelines are provided for logo usage, color variations, and visual style [^3].

Categories

Brand Voice

• Brand attributes are the core of our brand voice and image. They are defined in order to create an emotional connection that resonates with potential customers and members alike. These attributes should be felt in every aspect of our communication.
• Impactful: We activate leadership to create change agents. We are driven by our organizational value and we are ethical in our behavior. We work towards contributing to resolving global and community issues.
• Inclusive: We are independent and non-discriminating on any basis. We offer opportunities for leadership development through exchange that everybody can access. We are a collaborative network and interact actively with other people and organizations. We are humble in our offers and language.
• Dynamic: We adapt and change constantly to the environment around us. We learn by doing and take action. We are taking necessary risks and challenges in order to deliver our promises.
• Diverse: We are a network of people from different countries, cultures and backgrounds. We believe in respecting everyone’s opinion and treating it as important. We offer a variety of opportunities to young people interacting with the organization.
• Daring: We are energetic and passionate young individuals. We are not afraid to dream and do big. We take on challenging tasks because we are determined to create positive impact on society.
• In any form of communication we choose to use, it should transmit the attributes listed above.
• Brand Voice expresses the spirit of the experience we offer; creating an emotional connection with our customers and building trust. It is based on our brand attributes. It is extremely important for all aspects of our brand to be consistent with the same tone; from printed materials, website descriptors, to AIESECers representing our brand in person to customers.
• AIESEC’s tone of voice is conversational and friendly.
• AIESEC’s tone of voice represents a youthful organization that is fun, fresh, and dynamic. We are a highly purposeful organization that takes responsibility for the positive impact we contribute to the development of local and international communities. Messages should be hip, humble, and simple.
• AIESEC’s tone of voice represents our youthful energy while still maintaining business norms of communication, respectively. Showcasing our passion for leadership and purposeful contribution, messages should be informative, relevant, and simple.
• Do’s: - Sound like a real, young, aspiring professional person “speaking”. - Use easily understood and conversational language as if you are explaining something to a friend. - Keep it short and sweet, brief, and to the point. It is better to be clear than clever. - Occasional side comments/metaphors/euphemism may be appropriate at times. - Correct spelling and grammar always with American English.
• Don’t: - No informal, inappropriate street language. - No slang - this is cultural and becomes quickly dated. - No sloppy appreciation (eg: doin’). - No swear words.

Brand Imagery

• Images should transmit the 5 attributes. Each entity should create its own image bank and also use the Al ESEC International one

Color Palette

• AIESEC Blue Web (hex): #037ef3 RGB: 3/126/243 CMYK: 98.8%/48.1 %/0/4.71%
• Black Web(hex)#000000 RGB: 0/0/0 CMYK: 0/0/0/100
• White Web (hex): #ffffff RGB: 255/255/255 CMYK: 0/0/0/0
• In order to coordinate with the blue, a palette of carefully selected colors has been developed. Dark teal (#0A8EA0) is used within areas which relate to internships and company partners; red/orange (#F85A40) is used to denote volunteering programmes and NGO partners. If you are not sure what color to choose, make it AlESEC Blue
• AIESEC official color swatch 30C39E 48/195/158 75.38%/0/18.97%/ 23.53% 037Ef3 3/126/243 98.8%/48.1%/0/4.71% OA8EAO 10,142,160 93.75%/11.25%/0/37.25 FFC845 255/200/69 75.38%/0/18.97%/ 23.53% F48924 243/37/36 0/43.85%/85.25%/4.31% F85A40 248/90/64 0/63.71%/74.19%/2.75% F3F4F7 243/244/247 1.62%/1.21%/0/3.14% CACCD1 202/204/209 3.35%/2.39%/0/18.04% 52565E 82/86/94 12.77%/8.51%/0/63.14%
• Use different shades of the Al ESEC’s color swatch. Keep it minimal, use 2-3 shapes maximum per design. You can overlap transparent shapes. You can use dashed lines
• Dark teal (#0A8EA0) is used within areas which relate to internships and company partners; red/orange (#F85A40) is used to denote volunteering programmes and NGO partners.
• If you are not sure what color to choose, make it AlESEC Blue
• Don’t change the color of the logo
• AIESECRed Web (hex): #F85A40 RGB: 248/90/64 CMYK: 0/63.71%/74.19%/2.7
• Global Volunteer for SDG’s Use a horizontal rectangle with the initial color of SDG. Use the icon symbol of the SDG. Add “FOR” on the top of the group of SDG.
• Logo Color Variants Black Web(hex)#000000 RGB: 0/0/0 CMYK: 0/0/0/100 White Web (hex): #ffffff RGB: 255/255/255 CMYK: 0/0/0/0
• AIESEC Dark Teal Web (hex): #0A8EA0 RGB: 10, 142, 160 CMYK: 93.75%/11.25%/0/37.25
• AIESEC Teal Web (hex): #30C39E RGB: 48/195/158 CMYK: 75.38%/0/18.97%/ 23.53%

Typography

• Lato is the official Al ESEC font.
• Feel fee to use it in any of it’s styles and weights.
• Use it on official documents: letters, memorandums, contracts, business
• On promotional and educational materials: ppts, emails, infographics, videos or images.
• On official websites powered by AIESEC.
• Extra fonts can be added as secondary font, but the main one should remain Jato.
• The Global Volunteer font is: GLOBAL NOVECENTO SANS WIDE NORMAL VOLUNTEER NOVECENTO SANS WIDE BOOK
• The main font is Lato.
• The use of a secondary font is allowed.
• Don’t change the color of the logo
• Don’t change the font type of the logo
• Don’t use the balloon as logo
• The Global Volunteer font is: GLOBAL NOVECENTO SANS WIDE NORMAL TALENT NOVECENTO SANS WIDE BOOK
• Don’t use the globe as logo
• The Global Volunteer font is: GLOBAL NOVECENTO SANS WIDE NORMAL ENTREPRENEUR NOVECENTO SANS WIDE BOOK
• Don’t use the bulb as logo

Logo Usage

• First legislated during the 1990 Presidents’ Meeting in Hong Kong, Al ESEC’s logo needs to be featured in all of our brand manifestations, in the version that better fits the purpose of the specific material.
• Vertical Logo Vertical Logo should always look to the north.
• Blue & white version should be used in all the materials (web and print) for external communication.
• The Logo can be used wth any background and it always should respect the clear space rules below:
• The Logo can be used with any background and it should always respect the clear space. The AIESEC letters in the logo can’t be trans­parent
• AIESEC Blue Web (hex): #037ef3 RGB: 3/126/243 CMYK: 98.8%/48.1 %/0/4.71%
• Black Web(hex)#000000 RGB: 0/0/0 CMYK: 0/0/0/100
• White Web (hex): #ffffff RGB: 255/255/255 CMYK: 0/0/0/0
• “powered by” should always be in lowercase and Lato Light, align to the right of the logo and alway in the same colors as the logo.
• It is urged to let go of using the long logo varables in any of the materials -physical or digital. You may continue to use them on legal documents if and only if your entity has them registered with an institution and it is difficult to change.
• Old blue & white version is valid for official (legal) documents and materials which are printed before August ‘16.
• We are uniting internal and external language alongside with our designs. Therefore we are no longer using Eddie or Super Eddie as our mascot.
• The brand shapes should always be used in the right proportion.
• Use different shades of the Al ESEC’s color swatch. Keep it minimal, use 2-3 shapes maximum per design. You can overlap transparent shapes. You can use dashed lines
• Distortthe brand shapes in any way
• AIESEC’s general brand is the one that needs to be protected first.
• Product Brands (Global Volunteer, Global Entrepreneur, Global Talent, YouthSpeak) are a brand on their own, however must always include the Al ESEC logo as an Endorsement.
• This can either be done in a prefix manner (eg: “Al ESEC’s Global Volunteer Product”) or suffix manner (eg: “Global Volunteer Product by AIESEC” or “Global Volunteer powered by AIESEC”). This applies to all printed and digital materials.

Tone And Messaging

• Brand attributes are the core of our brand voice and image. They are defined in order to create an emotional connection that resonates with potential customers and members alike. These attributes should be felt in every aspect of our communication.
• Impactful: We activate leadership to create change agents. We are driven by our organizational value and we are ethical in our behavior. We work towards contributing to resolving global and community issues.
• Inclusive: We are independent and non-discriminating on any basis. We offer opportunities for leadership development through exchange that everybody can access. We are a collaborative network and interact actively with other people and organizations. We are humble in our offers and language.
• Dynamic: We adapt and change constantly to the environment around us. We learn by doing and take action. We are taking necessary risks and challenges in order to deliver our promises.
• Diverse: We are a network of people from different countries, cultures and backgrounds. We believe in respecting everyone’s opinion and treating it as important. We offer a variety of opportunities to young people interacting with the organization.
• Daring: We are energetic and passionate young individuals. We are not afraid to dream and do big. We take on challenging tasks because we are determined to create positive impact on society.
• In any form of communication we choose to use, it should transmit the attributes listed above.
• Brand Voice expresses the spirit of the experience we offer; creating an emotional connection with our customers and building trust. It is based on our brand attributes. It is extremely important for all aspects of our brand to be consistent with the same tone; from printed materials, website descriptors, to AIESECers representing our brand in person to customers.
• AIESEC’s tone of voice is conversational and friendly.
• AIESEC’s tone of voice represents a youthful organization that is fun, fresh, and dynamic. We are a highly purposeful organization that takes responsibility for the positive impact we contribute to the development of local and international communities. Messages should be hip, humble, and simple.
• AIESEC’s tone of voice represents our youthful energy while still maintaining business norms of communication, respectively. Showcasing our passion for leadership and purposeful contribution, messages should be informative, relevant, and simple.
• Do’s: - Sound like a real, young, aspiring professional person “speaking”. - Use easily understood and conversational language as if you are explaining something to a friend. - Keep it short and sweet, brief, and to the point. It is better to be clear than clever. - Occasional side comments/metaphors/euphemism may be appropriate at times. - Correct spelling and grammar always with American English.
• Don’t: - No informal, inappropriate street language. - No slang - this is cultural and becomes quickly dated. - No sloppy appreciation (eg: doin’). - No swear words.

Brand Values

• Brand attributes are the core of our brand voice and image. They are defined in order to create an emotional connection that resonates with potential customers and members alike. These attributes should be felt in every aspect of our communication.
• The process of defining these specific attributes started in 2010 as a representation of the AIESEC way:
• Impactful We activate leadership to create change agents. We are driven by our organizational value and we are ethical in our behavior. We work towards contributing to resolving global and community issues.
• Inclusive We are independent and non-discriminating on any basis. We offer opportunities for leadership development through exchange that everybody can access. We are a collaborative network and interact actively with other people and organizations. We are humble in our offers and language.
• Dynamic We adapt and change constantly to the environment around us. We learn by doing and take action. We are taking necessary risks and challenges in order to deliver our promises.
• Diverse We are a network of people from different countries, cultures and backgrounds. We believe in respecting everyone’s opinion and treating it as important. We offer a variety of opportunities to young people interacting with the organization.
• Daring We are energetic and passionate young individuals. We are not afraid to dream and do big. We take on challenging tasks because we are determined to create positive impact on society.
• In any form of communication we choose to use, it should transmit the attributes listed above.
• Images should transmit the 5 attributes. Each entity should create its own image bank and also use the Al ESEC International one
• The AIESEC Way should be present in all channels from website to partner portfolio, presented with the simple text (a) or defined designs (b) for print and digital channels.
• We strive to achieve Peace and Fulfilment of Humankind’s Potential.
• We place our confidence in youth as the key to unlocking a better future. We believe that leadership is the fundamental solution and it can be developed in anyone.
• We define leadership as a summary of the following characteristics: self-awareness, world citizenship, solution-orientation and the ability to empower others.
• Self-Aware: - Understands and lives personal values - Focus on strengths over weaknesses - Explores one’s passions
• World Citizen: - Believes in their ability to make a difference in the world - Interested in world issues - Enjoys taking responsibility for improving the world
• Solution Oriented: - Adapts and shows resilience in the face of challenges - Transmits positivity to move forward throughout uncertainty - Takes risks when needed
• Empowering Others: - Communicates effectively in diverse environments - Develop & empowers other people - Engages with others to achieve a bigger purpose
• We enable young people to develop their leadership potential through learning from practical experiences in challenging environments. We do this through participation in and the creation of cross-cultural exchanges.
• Striving for Excellence: We continuously improve through creativity and innovation. We strive to deliver the highest quality performance in everything we do.
• Demonstrating Integrity: We are consistent and transparent in our decisions and actions. We fulfill our commitments and conduct ourselves in a way aligned with what we envision.
• Environment Participation: W e create a dynamic and welcoming environment through the active and enthusiastic participation of individuals. We enjoy being involved in AIESEC.
• Acting Sustainably: We act in a sustainable way for our organization and society. Our decisions take into account the needs of future generations.
• Activating Leadership: We lead by example and inspire leadership through action and results. We take responsibility for developing the leadership potential of others.
• Living Diversity: We actively learn from different ways of life and opinions represented in our multicultural environment. We act inclusively, respecting and actively encouraging the contribution of every individual.

Visual Style

• AIESEC’s logo needs to be featured in all of our brand manifestations, in the version that better fits the purpose of the specific material.
• Vertical Logo Vertical Logo should always look to the north.
• Blue & white version should be used in all the materials (web and print) for external communication.
• The Logo can be used wth any background and it always should respect the clear space rules below:
• The Logo can be used with any background and it should always respect the clear space. The AIESEC letters in the logo can’t be trans­parent
• AIESEC Blue Web (hex): #037ef3 RGB: 3/126/243 CMYK: 98.8%/48.1 %/0/4.71%
• Black Web(hex)#000000 RGB: 0/0/0 CMYK: 0/0/0/100
• White Web (hex): #ffffff RGB: 255/255/255 CMYK: 0/0/0/0
• “powered by” should always be in lowercase and Lato Light, align to the right of the logo and alway in the same colors as the logo.
• It is urged to let go of using the long logo varables in any of the materials -physical or digital. You may continue to use them on legal documents if and only if your entity has them registered with an institution and it is difficult to change.
• Old blue & white version is valid for official (legal) documents and materials which are printed before August ‘16.
• We are uniting internal and external language alongside with our designs. Therefore we are no longer using Eddie or Super Eddie as our mascot.
• The brand shapes should always be used in the right proportion.
• Use different shades of the Al ESEC’s color swatch. Keep it minimal, use 2-3 shapes maximum per design. You can overlap transparent shapes. You can use dashed lines
• Distortthe brand shapes in any way
• Lato is the official Al ESEC font.
• Feel fee to use it in any of it’s styles and weights.
• Use it on official documents: letters, memorandums, contracts, business
• On promotional and educational materials: ppts, emails, infographics, videos or images.
• On official websites powered by AIESEC.
• Extra fonts can be added as secondary font, but the main one should remain Jato.
• Images should transmit the 5 attributes. Each entity should create its own image bank and also use the Al ESEC International one

Iconography

• The AlESEC “blue man” can be used for Social Media page profile photos.
• The background could be in different colors but the man can only be in blue or white
• To be used only in website and social media profile picture.
• You can place the favicon on a different background to promote an event or to send across a contextual message eg placing the favicon on the YouthSpeak Orange to promote the survey. Note: the favicon is not the logo.
• Use the icon symbol of the SDG.
• Add “FOR” on the top of the group of SDG.

Layout And Composition

• The brand shapes should always be used in the right proportion.
• Use different shades of the Al ESEC’s color swatch. Keep it minimal, use 2-3 shapes maximum per design. You can overlap transparent shapes. You can use dashed lines
• Distort the brand shapes in any way
• Vertical Logo Vertical Logo should always look to the north.
• Blue & white version should be used in all the materials (web and print) for external communication.
• Clear space around the logo
• The Logo can be used wth any background and it always should respect the clear space rules below:
• The Logo can be used with any background and it should always respect the clear space. The AIESEC letters in the logo can’t be trans­parent
• “powered by” should always be in lowercase and Lato Light, align to the right of the logo and alway in the same colors as the logo.
• It is urged to let go of using the long logo varables in any of the materials -physical or digital. You may continue to use them on legal documents if and only if your entity has them registered with an institution and it is difficult to change.
• Old blue & white version is valid for official (legal) documents and materials which are printed before August ‘16.
• We are uniting internal and external language alongside with our designs. Therefore we are no longer using Eddie or Super Eddie as our mascot.
• The AlESEC “blue man” can be used for Social Media page profile photos.
• The background could be in different colors but the man can only be in blue or white
• To be used only in website and social media profile picture.
• You can place the favicon on a different background to promote an event or to send across a contextual message eg placing the favicon on the YouthSpeak Orange to promote the survey. Note: the favicon is not the logo.
• Extra fonts can be added as secondary font, but the main one should remain Jato.

Brand Localization

• Legal forms aside, Al ESEC is a single organization running its activities on a global scale. This is why the only correct way to position your Entity is as “Al ESEC in XYZ”
• We never only refer to “Countries” or “Nations”, as this will indirectly imply Al ESEC taking a political stand. Use “countries and territories”. This is a very sensitive topic, so please pay attention to it especially in your media relations.
• The first language of all Al ESEC communication is American English. For audiences and markets where English is not the official language, the messages on channels meant for those specific markets can be in the local language.
• Ensure the following: - Refer to AlESEC in first person (‘we’) and audience in the second person (‘you’) - Communication is aligned to the brand voice and attributes - Grammar and spelling must be triple-checked before publication
• If there are doubts, contact the Member Committee orAIESEC International http://www.aies.ec/contacts/
• The need to localize brand and communication channels for some markets is becoming greater each day, and global brands seek to preserve their established brand voice, despite translation and localization.
• To ensure the most efficient and effective brand localization process, entities should adopt instructions that will help to control their brand message as it moves across borders.
• For entities opting to translate AIESEC Product Brands (Global Volunteer, Global Talent and Global Entrepreneur), it is mandatory to use a literal translation - which means translating text from one language to another conveying the sense of the original.
• For all entities using a translated name for the AIESEC products and who share the same official national/territorial language, we advise to agree in using a standardized translation for Global Volunteer, Global Talent and Global Entrepreneur (Incoming and Outgoing Products).
• For entities based on bilingual countries or territories, it is recommended to either keep the brand in English or translate into the most predominant language among your target (youth and enablers).
• For exceptions such as: - Entities that want to translate the product brands, but the literal translation doesn’t sound natural or positive, - Entities which wants to translate the product brands into a non-Latin alphabet language (Eg.: Arabic, Cyrillic, Chinese), - The alternative name needs to be verified and validated by AIESEC International.
• The value propositions mentioned here for each exchange product define what is true to our products across the globe. Use these statements as a foundation of your own messages and content for your markets. Please note, that all these statements are true to our offerings, and additionally, depending on the specific market, our products offer more benefits than mentioned here. As an example, in the majority of non-English speaking markets, improving one’s English-speaking skills is a major benefit for our customers of the exchange products.
• Each entity (MC, if needed LC) should define their local buying personas and define if there is another reason for audiences to get attracted by our products. In this case, the additional benefit can be added to the external communication. Do note that the products you deliver have to be consistent with the value proposition mentioned here. This is what defines our products.
• Each entity (MC) should translate to their own language with the support of external expertise in regards to the AIESEC brand and Exchange value propositions.

Brand Endorsement

• “powered by” should always be in lowercase and Lato Light, align to the right of the logo and alway in the same colors as the logo.
• Product Brands (Global Volunteer, Global Entrepreneur, Global Talent, YouthSpeak) are a brand on their own, however must always include the Al ESEC logo as an Endorsement.
• This can either be done in a prefix manner (eg: “Al ESEC’s Global Volunteer Product”) or suffix manner (eg: “Global Volunteer Product by AIESEC” or “Global Volunteer powered by AIESEC”). This applies to all printed and digital materials.
• “Powered by” should be always present in any of it’s variants.

Digital Language

• Search Engine Optimized (SEO) Language

• Home page meta description AlESEC is a global youth-led organization striving to achieve peace and fulfillment of humankind’s potential by activating leadership qualities in youth through learning from practical experiences in challenging environments.

• Home page meta keywords AIESEC -Leadership -Exchange -Internship Organizations -Youth -Volunteer

Trademark Registration

• AlESEC’s general brand is the one that needs to be protected first.
• It is registered in the EU27and a lotofother Entities in the network. The Global Plenary allocated a specific fund for trademark registration, as some copyright infringments already took place in the recent past. If you are not sure if the AlESEC Brand is properly protected in your Entity, contact President of AlESEC in the entity (MCP) or the Finance and Legal Board (FLB).

Pr Statements Manual

• 8.2 PR Statements Manual For further information regarding Public Relations Statements, including please read the PR Statements in the link below www.aies.ec/brand-assets

Additional Properties

Revenue History