EELISA

Official Websites

• https://eelisa.eu
• https://www.eelisa.fau.de
• https://eelisa.upb.ro

Brand Guidelines

2024

Brand Summary

Mission

• To consolidate successful aspects of EELISA’s previous stage and align with strategic focus points as a European University Alliance, aiming to bridge European Engineering, Sciences, and Humanities for inclusive and sustainable societies [^1].

Core Values

• Multidisciplinarity
• Diversity
• Building up connections
• Transparency
• Go beyond one-way communication
• Create expanded impact
• Sustainability
• Connectivity
• Commitment

Target Audience

• Stakeholders of EELISA, including students, faculty, partner institutions, and European university communities, with a focus on inclusivity and multiculturalism [^2].

Personality Traits

• Inclusive
• Transparent
• Sustainable
• Connected
• Committed
• Professional
• Modern

Visual Identity Overview

• The visual identity is rooted in engineering, featuring a modular logo system, monochromatic and earthy color palettes, custom typography, and geometric graphic language. It emphasizes clarity, flexibility, and a contemporary, tech-inspired aesthetic, with consistent use of logo, fonts, and iconography across applications [^3].

Categories

Brand Voice

• The EELISA 2.0 Communication Principles aim to serve as a framework for the different EELISA communication agents and help them align their communication efforts, narratives and messages with the EELISA 2.0
• They encompass aspects such as diversity, transparency, sustainability, connectivity and commitment.
• Embrace DIVERSITY: Multiplicity of voices and formats. Use language and narratives that highlight inclusivity, multiculturalism, and diversity.
• Boost TRANSPARENCY: Prioritize creative content showcasing the EELISA experience.
• Pursue SUSTAINABILITY: Communicate with sustainability in mind, aiming for a zero environmental footprint.
• Promote CONNECTIVITY: Seek out narratives that are respectful and facilitate connecting among.
• Be COMMITTED
• Seek a positive impact in each of your communications actions. The way we craft our stories shapes us
• • From visuals to written language - our communication materials must emphasize inclusiveness and diversity in terms of gender and cultural backgrounds.
• • Highlight the diversity of actors involved in EELISA, and channel the diversity of their voices and points of view.
• • Encourage an open dialogue by following “evolutive communication” formulas that prioritize conversations over unilateral information.
• • Through visuals, graphics. language and social media strategies we will underline the connection between institutions, EELISA communities, research topics and stakeholders.
• • We will acknowledge, share and create content that reinforce the idea of connection between engineering, tech innovation and society.
• • We will emphasize the connected multi-actor, multi-layer and multi-project organizational structure of EELISA instead of a top-down unidirectional communication.
• • Communications will emphasize topics that tackle with environmental, economic, social and ecological sustainability in connection to the European Agenda 2030 and SDGs.
• • We will aim for zero footprint or minimum waste by prioritizing the use of wall projections and video screening of marketing materials in communication campaigns and other activities.
• • We will always use recycled and biodegradable materials for printed marketing materials when possible.
• • Our language and communications should focus on those processes and interactions that lead to transformative dialogues. Such dialogue therefore becomes the raw material of our communication and the starting point of content curation.
• • We will emphasize creative contents that construct a collective vision of EELISA through the production of a wide spectrum of narratives from different points of view and multiple formats.
• • We will aim to build a community that will help expand EELISA´s resources and the scope of its mission – to this extent, each EELISA´s participant is a potential storyteller.

Brand Imagery

• People in a natural pose.
• Real, everyday photographs.
• Person performing an everyday action. Photography with natural lighting.
• Avoid unnatural poses.
• Avoiding people looking at the camera.
• Avoid unnatural actions.
• Avoid artificial lighting.

Color Palette

• Our brand is primarily monochromatic.
• Black CMYK 100 50 50 50 CMYK RGB 0 0 0
• White CMYK 0 0 0 0 RGB 255 255 255
• To reinforce the alignment of EELISA’s branding with the strategic lines outlined for EELISA 2.0, the color palette of EELISA is based on the four global pillars of the Alliance. Pink will be linked to EDUCATION-related content, orange to COMMUNITIES-related content, yellow to INNOVATION AND RESEARCH, and finally, pistachio green will be associated with content related to ALLIANCE INTEGRATION.
• Secondary colours can be used in corporate presentations and internal communications.
• The earthy secondary palette is inspired by our commitment to sustainability.
• Coral up CMYK 3 25 16 0 RGB 244 206 204 #f4cecc Coral down CMYK 14 65 47 3 RGB 211 112 112 #d37070
• Earth up CMYK 6 35 39 1 RGB 236 182 154 #ecb69a Earth down CMYK 21 88 100 12 RGB 182 55 24 #b63718
• Canary up CMYK 217 45 0 RGB 252 218 158 #fcda9e Canary down CMYK 21 47 100 11 RGB 190 132 15 #be840f
• Pistachio up CMYK 16 6 48 0 RGB 225 223 157 #eldf9d Pistachio down CMYK 50 35 100 22 RGB 127 125 33 #7f7d21

Typography

• EELISA font is our unique typography that is integral part of our graphhic language. It can be used for headlines and titles only.
• ROBOTO font family should be used for subtitles, body copies, buttons or other texts
• ARIAL is our system font, and should be used only when ROBOTO is not allowed.
• Arial 14

Logo Usage

• Our logotype is a flexible sytem. The following pages provide a series of rules for a correct usage of the logo depending on the application.
• The refreshment of the EELISA logo aims, on one hand, to achieve a better balance in its dimensions and structure, to provide readability, elegance, and the opportunity to develop a more legible and useful typography.
• The module consists of 2 squares of 6x6 minimum units, separated by a distance X. In each square, 2 concentric circles are fitted. This separation between the squares will help us generate space and horizontal elements in the characters.
• All characters must adhere to the module and have the same width to compose a coherent and functional modular typography, which we will see later.
• The logo without European University line can be used only for artistic reasons and always with the European University line is in the text of the designed material.
• The main official version of the EELISA logo is the one presented here, with European University line in two colorways: positive and negative.
• We used one of the two shapes that compose the letter E and placed it at the boundaries of the logo design to define the protected area.
• Empty space around the logo to ensure its legibility.
• The logos cannot be altered in any way. These are some examples of unnacceptable alterations.
• The two lines EELISA logo, with European University line in two colorways: positive and negative.
• The two EE of EELISA can be used as an icon in some creative applications. They can potentially be applied to create EELISA portfolio project’s logos.
• The community logo must be framed within the red square.
• The space between the EELISA logo and the dividing line of the partner logos must be at least the height of the upper pieces of the E in EELISA. Depending on the design, this space can be larger, allowing us to raise the EELISA logo and the Co-funded by the European Union logo to the necessary height.
• The size of the EELISA logo and the Co-funded by the European Union logo must be equal to the width of two logos in the lower footer.
• The main layout with EELISA logo in two colorways: positive and negative.
• Recommended for application such as posters or roll-ups.
• For designs where the alliance members’ logos become too small, we can place them in two lines, following the previous guidelines.
• We must use a full version to use a full version of the footer, including the logos of the associated partners, both in digital versions and in cases where the dimensions of the printed materials allow it.
• The complete footer layout in two colorways: positive and negative.
• In certain applications, the hosting partner’s logo might be used in combination with EELISA logo. Logos of the other partners will be used as a sign off.
• We will place logos whose width is greater than its height with the same width as the EELISA logo.
• We will place logos whose width is lower than its height with the same height as the EELISA logo.
• Our brand is primarily monochromatic.
• Black CMYK 100 50 50 50 RGB 0 0 0 White CMYK 0 0 0 0 RGB 255 255 255

Tone And Messaging

• The EELISA 2.0 Communication Principles aim to serve as a framework for the different EELISA communication agents and help them align their communication efforts, narratives and messages with the EELISA 2.0
• They encompass aspects such as diversity, transparency, sustainability, connectivity and commitment.
• Embrace DIVERSITY: Multiplicity of voices and formats. Use language and narratives that highlight inclusivity, multiculturalism, and diversity.
• Boost TRANSPARENCY: Prioritize creative content showcasing the EELISA experience.
• Pursue SUSTAINABILITY: Communicate with sustainability in mind, aiming for a zero environmental footprint.
• Promote CONNECTIVITY: Seek out narratives that are respectful and facilitate connecting among.
• Be COMMITTED
• Seek a positive impact in each of your communications actions. The way we craft our stories shapes us
• • From visuals to written language - our communication materials must emphasize inclusiveness and diversity in terms of gender and cultural backgrounds.
• • Highlight the diversity of actors involved in EELISA, and channel the diversity of their voices and points of view.
• • Encourage an open dialogue by following “evolutive communication” formulas that prioritize conversations over unilateral information.
• • Through visuals, graphics. language and social media strategies we will underline the connection between institutions, EELISA communities, research topics and stakeholders.
• • We will acknowledge, share and create content that reinforce the idea of connection between engineering, tech innovation and society.
• • We will emphasize the connected multi-actor, multi-layer and multi-project organizational structure of EELISA instead of a top-down unidirectional communication.
• • Communications will emphasize topics that tackle with environmental, economic, social and ecological sustainability in connection to the European Agenda 2030 and SDGs.
• • We will aim for zero footprint or minimum waste by prioritizing the use of wall projections and video screening of marketing materials in communication campaigns and other activities.
• • We will always use recycled and biodegradable materials for printed marketing materials when possible.
• • Our language and communications should focus on those processes and interactions that lead to transformative dialogues. Such dialogue therefore becomes the raw material of our communication and the starting point of content curation.
• • We will emphasize creative contents that construct a collective vision of EELISA through the production of a wide spectrum of narratives from different points of view and multiple formats.
• • We will aim to build a community that will help expand EELISA´s resources and the scope of its mission – to this extent, each EELISA´s participant is a potential storyteller.

Brand Values

• We are committed to… Multidisciplinarity Diversity Building up connections Transparency Go beyond one-way communication Create expanded impact
• We are inspired by… The core of EELISA: Bridging European Engineering, Sciences and Humanities for an Inclusive and Sustainable Societies

Visual Style

• The image should feature a black background with text prominently displayed in white or light-colored font. The main text reads ‘ELISA 2.0’ in large, bold, and modern sans-serif typeface, with the ‘ELISA’ part inverted upside down such that the top of the letters faces downward. The numbers ‘2.0’ are positioned to the right of ‘ELISA’, appearing right-side up, creating a contrast in orientation. The overall design may aim for a sleek, tech-inspired aesthetic with high contrast between the black background and white text, making the elements highly visible and bold. The image layout emphasizes the brand or product name ‘ELISA 2.0’ with a professional and contemporary style.
• Our logotype is a flexible sytem. The following pages provide a series of rules for a correct usage of the logo depending on the application.
• The refreshment of the EELISA logo aims, on one hand, to achieve a better balance in its dimensions and structure, to provide readability, elegance, and the opportunity to develop a more legible and useful typography.
• The module consists of 2 squares of 6x6 minimum units, separated by a distance X. In each square, 2 concentric circles are fitted. This separation between the squares will help us generate space and horizontal elements in the characters.
• All characters must adhere to the module and have the same width to compose a coherent and functional modular typography, which we will see later.
• The logo without European University line can be used only for artistic reasons and always with the European University line is in the text of the designed material.
• The main official version of the EELISA logo is the one presented here, with European University line in two colorways: positive and negative.
• We used one of the two shapes that compose the letter E and placed it at the boundaries of the logo design to define the protected area.
• Empty space around the logo to ensure its legibility.
• The logos cannot be altered in any way. These are some examples of unnacceptable alterations.
• Our brand is primarily monochromatic.
• Black CMYK 100 50 50 50 RGB 0 0 0
• White CMYK 0 0 0 0 RGB 255 255 255
• To reinforce the alignment of EELISA’s branding with the strategic lines outlined for EELISA 2.0, the color palette of EELISA is based on the four global pillars of the Alliance. Pink will be linked to EDUCATION-related content, orange to COMMUNITIES-related content, yellow to INNOVATION AND RESEARCH, and finally, pistachio green will be associated with content related to ALLIANCE INTEGRATION.
• Coral up CMYK 6 50 32 0 RGB 233 153 152 #e99998
• Earth up CMYK 12 69 78 2 RGB 215 103 62 #d7673e
• Canary up CMYK 3 33 89 0 RGB 245 180 40 #f5b428
• Pistachio up CMYK 31 12 95 0 RGB 195 194 34 #c3c222
• Coral down CMYK 3 25 16 0 RGB 244 206 204 #f4cecc
• Earth down CMYK 6 35 39 1 RGB 236 182 154 #ecb69a
• Canary down CMYK 2 17 45 0 RGB 252 218 158 #fcda9e
• Pistachio down CMYK 16 6 48 0 RGB 225 223 157 #eldf9d
• Coral down CMYK 14 65 47 3 RGB 211 112 112 #d37070
• Earth down CMYK 21 88 100 12 RGB 182 55 24 #b63718
• Canary down CMYK 21 47 100 11 RGB 190 132 15 #be840f
• Pistachio down CMYK 50 35 100 22 RGB 127 125 33 #7f7d21
• EELISA font is our unique typography that is integral part of our graphhic language. It can be used for headlines and titles only.
• ROBOTO font family should be used for subtitles, body copies, buttons or other texts
• ARIAL is our system font, and should be used only when ROBOTO is not allowed.

Iconography

• In the same way that we developed a module for the logo and typography, we create one to develop the brand’s iconography. In this case, a module of l 2xl 2 with 6 concentric circles. We design the icons so that their strokes all have the same thickness, with a straight end and incorporating small cuts in them of 1 /2X, X, or 2X as required by the design.
• It is encouraged to use this icons in slide presentations, flyers and other communication materials.

Layout And Composition

• The module consists of 2 squares of 6x6 minimum units, separated by a distance X. In each square, 2 concentric circles are fitted. This separation between the squares will help us generate space and horizontal elements in the characters.
• All characters must adhere to the module and have the same width to compose a coherent and functional modular typography, which we will see later.
• We used one of the two shapes that compose the letter E and placed it at the boundaries of the logo design to define the protected area.
• Empty space around the logo to ensure its legibility.
• The logos cannot be altered in any way. These are some examples of unnacceptable alterations.
• The space between the EELISA logo and the dividing line of the partner logos must be at least the height of the upper pieces of the E in EELISA. Depending on the design, this space can be larger, allowing us to raise the EELISA logo and the Co-funded by the European Union logo to the necessary height.
• The size of the EELISA logo and the Co-funded by the European Union logo must be equal to the width of two logos in the lower footer.
• For designs where the alliance members’ logos become too small, we can place them in two lines, following the previous guidelines.
• We will place logos whose width is greater than its height with the same width as the EELISA logo.
• We will place logos whose width is lower than its height with the same height as the EELISA logo.
• The community logo must be framed within the red square.

Graphic Language

• EELISA font is our unique typography that is integral part of our graphhic language. It can be used for headlines and titles only.
• This system of pieces inspired by the logo allows us to construct a series of graphic elements that help us provide information and visually enhance the materials and designs.
• In the same way that we developed a module for the logo and typography, we create one to develop the brand’s iconography. In this case, a module of l 2xl 2 with 6 concentric circles. We design the icons so that their strokes all have the same thickness, with a straight end and incorporating small cuts in them of 1 /2X, X, or 2X as required by the design.
• It is encouraged to use this icons in slide presentations, flyers and other communication materials.
• It is recommended to use these illustrations over images or as graphic elements to accompany slide presentations.

Applications

• The following pages provide instructions on how to integrate the EELISA logo with the logos of the EELISA partners, the EU logo and in some cases with the addition of the associated parnters’ logos.
• The space between the EELISA logo and the dividing line of the partner logos must be at least the height of the upper pieces of the E in EELISA. Depending on the design, this space can be larger, allowing us to raise the EELISA logo and the Co-funded by the European Union logo to the necessary height.
• The size of the EELISA logo and the Co-funded by the European Union logo must be equal to the width of two logos in the lower footer.
• The main layout with EELISA logo in two colorways: positive and negative.
• Recommended for application such as posters or roll-ups.
• For designs where the alliance members’ logos become too small, we can place them in two lines, following the previous guidelines.
• We must use a full version to use a full version of the footer, including the logos of the associated partners, both in digital versions and in cases where the dimensions of the printed materials allow it.
• In certain applications, the hosting partner’s logo might be used in combination with EELISA logo. Logos of the other partners will be used as a sign off.
• We will place logos whose width is greater than its height with the same width as the EELISA logo.
• We will place logos whose width is lower than its height with the same height as the EELISA logo.
• Each EELISA member will be responsible for the production of the EELISA promotional materials and merchandisign, following sustainability standars as much as possible.
• Colors, footers, and slogans presented in the following applications can be adapted according to the needs of the event and following the guidelines outlined in this manual and in the EELISA 2.0 Communication Plan.
• It is mandatory to include the “co-funded by the EU” logo alongside the EELISA logo on all promotional materials, except in cases where the dimensions of the material do not permit it. The use of the EELISA Footer with the logos of the Alliance’s members is also recommended whenever possible.
• When possible, printed roll-ups and posters can be substituted by projections on the wall in accordance with sustainability standards.
• Each partner will be responsible for the final design and production of EELISA promotional materials and merchandising, always within sustainability standars. Here are some suggestions for potential products and designs.

System Font

• ARIAL is our system font, and should be used only when ROBOTO is not allowed.
• Arial 14

System Of Pieces

• This system of pieces inspired by the logo allows us to construct a series of graphic elements that help us provide information and visually enhance the materials and designs.

European Partners And Colour Palette

• European partners and colour palette
• One example of application of the partners colour palette is the European map, where partner cities are highlighted with the relevant colours.

European Map

• One example of application of the partners colour palette is the European map, where partner cities are highlighted with the relevant colours.

Email Signature

• Arial 14
• Para: Cc: Asunto:
• Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec et accumsan felis. Sect iaculis era! vel s condimentum et ut sem. Donec rhoncus mauris id ante mattis pulvinar. Curabitur ut tincidunt libero, et I Nulla vel metus vel nulla imperdiet efficitur vel at nibh. Mauris vitae velit leo.
• Name Surname
• Position
• email@eelisa.eu
• • 36 1 234 54678
• @ 0
• 99! GGLLO TSAI European University
• -Co-funded by the European Union
• It is encouraged to use the following visual composition for the email signature for the EELISA teams. Version 1 is for the central EELISA teams, and Version 2 is for the local EELISA teams.
• Check the web: eelisa.eu
• Follow us in social media: @eelisa_eu

Business Card

• To access editable files of the EELISA Bussiness cards, please contact communication@eelisa.eu

Postcard

• Each partner will be responsible for the final design and production of EELISA promotional materials and merchandising, always within sustainability standars. Here are some suggestions for potential products and designs.
• The content of each postcard will be adapted to specific campaings and targets.

Notebook

• Each partner will be responsible for the final design and production of EELISA merchandising, always within sustainability standars. Here are some suggestions for potential products and designs.

Sticker

• Each partner will be responsible for the final design and production of EELISA merchandising, always within sustainability standars. Here are some suggestions for potential products and designs.

Coaster

• Each partner will be responsible for the final design and production of EELISA merchandising, always within sustainability standars. Here are some suggestions for potential products and designs.

Pin

• Each partner will be responsible for the final design and production of EELISA merchandising, always within sustainability standars. Here are some suggestions for potential products and designs.

Tshirt

• Each partner will be responsible for the final design and production of EELISA merchandising, always within sustainability standars. Here are some suggestions for potential products and designs.

Hoodie

• Each partner will be responsible for the final design and production of EELISA merchandising, always within sustainability standars. Here are some suggestions for potential products and designs.

Stationery

• Document Template Layouts - The image consists of four vertically oriented sections arranged in a row. Each section contains a blank or mostly blank page template, with minimal markings. The top portion of each section displays a header aligned to the left that reads ‘CELISA’ in uppercase, stylized font. To the right of each header, there is a small rectangular box, likely representing a barcode or a label area. The middle portion of all sections is blank, with no visible content or markings. The bottom part of each section contains a footer with small icons and text labels in a horizontal row, indicating sections for additional information or functions, with diverse symbols such as a magnifying glass, a house, and a gear, along with accompanying text. The background of the image appears plain, and the sections are separated by thin, vertical black lines, giving the appearance of four separate pages or panels. Overall, the image suggests a layout or template design for documents or forms, with specified headers and footers and ample space in the center.

Additional Properties