Trademark Use Guide

Content Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Purpose of the document . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

What is a trademark and why it is important . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

The concept of the trademark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Who we are . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

What we aim for . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

The legend of the trademark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

What we do . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

What we can change . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Who we work with . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Our values and working principles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Our activity principles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Visual identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16The concept of the logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Logo composing options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Colourfulness of the logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Colours of the logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Proportion of the logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Logo protective area . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Minimum size of the logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Composing the logo in banners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Business card . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Letterhead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Documents folder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Mailing envelope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

CD case and label . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

PowerPoint presentation template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

E-mail message signature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Contacts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

3Paners 4 Value trademark use guide Introduction

Introduction

4Paners 4 Value trademark use guide Introduction

The trademark of Partners 4 Value is the totality of our history, strivings and values . It is the vision of what we aim to be, seen, perceived and known . The history of the trademark gives people the possibility to get to know, remember, recognize and appreciate the organization and favour its activities .

5Paners 4 Value trademark use guide Introduction

The present document is the official Partners 4 Value trademark use guide, describing the trademark concept, standards and use policy . The document will help to create a unified integral communication of Partners 4 Value image and ensure that all the participants speak of Partners 4 Value in a similar tone and appropriately and clearly communicate the trademark . The guide regulates the visual and linguistic standards of the Partners 4 Value trademark for all the main forms of communication: advertising, the press, stationery goods, documents, software and different Internet communication . The document describes the following aspects of the trademark:

Section I presents the history (legend) of the trademark, defining what Partners 4 Value is, stating the objectives, activities, values and principles of the organization .

Section II presents the trademark and the corporate documents’ usage standards, as well as the colours, fonts, graphical elements and their usage rules .

Purpose of the document

6Paners 4 Value trademark use guide Introduction

A trademark is the totality of characteristics and emotional traits, reflecting people’s expectations . A trademark is a promise always fulfilled, creating the positive experience and consistent feelings .

A trademark/brand creates visual, sonic, sensual and emotional associations with the services, provided by the organization and their quality . A trademark/brand responds to the needs of target groups and the associations, formed within their mind by providing the explanations as regards the problems resolution methods, the benefits and values .

Our trademark is one of the most important means of communication when implementing the organizations’ goals . The trademark expresses who we are, what we strive for, what we believe in, what values we base our operations on and why we do it . Since Partners 4 Value work with a lot of different target groups, it is important to ensure the interactivity of the trademark and its integral communication .

A trademark allows for ensuring the following advantages:

� To stand out among the competitors; � To develop a consistent communication; � To present the activities in the trademark framework; � To communicate the message quickly and clearly; � To have an emotional relation; � To ensure reliability; � To develop loyalty .

What is a trademark and why it is important

7Paners 4 Value trademark use guide The concept of the trademark

The concept of the trademark

8Paners 4 Value trademark use guide The concept of the trademark

Partners 4 Value is a national communication and possibilities network, joining representatives of higher educational institutions, international organizations, enterprises and foreign public, private and non-governmental sectors, encouraging exchange of knowledge and experience based by mutual cooperation and mutual benefit . Partners 4 Value is the academic community’s gateway to the global business, science, practical and experience skills exchange . Partners 4 Value is an intermediary between the academic community and international organizations and business, helping to attract human resources, share new ideas and experience, develop the intercultural business experience and abilities, encourage people’s mobility and apply the acquired new experience in Lithuania .

Who we are

9Paners 4 Value trademark use guide The concept of the trademark

Our goal is to create a network for communication between academic organizations and international partners, based by mutual cooperation and benefit, which would create the possibility for the academic staff to increase their competition in international internships and for young talent – to acquire practical skills and experience .

The mission is to develop the cooperation between Lithuania’s higher educational institutions and foreign partners (private, public, governmental and non-governmental sector organizations) by ensuring the demand and smooth provision of high-quality international practice / internship positions .

The vision is a system of searching for and doing international practice and internship (as well as financing), easily accessible to all the higher educational facility students and academic staff .

What we aim for

10Paners 4 Value trademark use guide The concept of the trademark

Partners 4 Value is a NETWORK of possibilities, connecting representatives of world’s international organizations and companies and foreign business, private and non-governmental sectors, academic organizations, communities and their members . This is a social network, whose all members are interconnected by the relation of mutually beneficial exchange and long-term cooperation . The core of the network is five Lithuanian higher education institutions, by whose initiative the first international and business organization partners were connected . Thanks to those partners new practice and internship positions were opened to thousands of students and teachers and business organizations gained access to new talent, ideas and knowledge sources . The members of the network are interrelated by four value links, i . e . those of scientific knowledge, practical experience, new possibilities and mutual benefit . Those are the main values of Partners 4 Value . The said links are strengthened by the principles of close partnership, flexibility, quality, respect and individual attention to each community member . Partners 4 Value observes the said values in each step of its activities .

The links are used for conveying the impulses of ideas, entrepreneurship, academic knowledge, new skills and experience, enriching organizations and providing benefit to each member of the community . Each new organization, connecting to the network, gives new scientific knowledge, practical experience, new technologies and different cultural resources and suggests new projects to Lithuanian and world’s scientific institutions, organizations, business and the society .

We are committed not to stop searching for new ways to involve, connect and motivate people and organizations and provide more and more new ideas and noble challenges .

”The network of possibilities” is the core of Partners 4 Value trademark legend

The aim of the legend is to reveal who we are, what we do and for what purpose, who do we cooperate with and what we strive for in a simple, concise and precise manner . The legend of our trademark is based by our experience and values . It is aimed at creating an emotional connection between the trademark and the target groups, laying down the foundations of the image, which are the basis of the Partners 4 Value communication .

Students

Education institutio

ns

Teachers

Partners

ExperienceQuality

Progress

Partnership

Mobility

Mutualbene�t

Knowledge

Newpossibilities

The legend of the trademark

11Paners 4 Value trademark use guide The concept of the trademark

Our activities and services

Partners 4 Value encourages cooperation between international organizations and companies, foreign public, private and non-governmental sectors and Lithuanian higher educational institutions .

Our activities are oriented towards reaching specific objectives in the national education and international cooperation policy . The network of Partners 4 Value is developed in the following four main directions:

1 . International relations by creating and developing a network of Lithuanian higher educational institutions and the cooperating foreign organizations, ensuring the supply of high-quality international practice/internship positions .

2 . Information economy by preparing and implementing the tools, encouraging and motivating foreign partners to cooperate with Lithuania’s higher educational institutions in the area of international practice/internship .

3 . Labour market mobility by Lithuania’s higher educational institutions arranging international students’ practice / teachers’ internships on the partnership basis .

4 . Science and innovation by developing the relations of systematic and longevous cooperation between higher educational institutions and international partners for the purpose of increasing the quality of higher education according to the market needs .

What we do

12Paners 4 Value trademark use guide The concept of the trademark

The miscellaneous activities of Partners 4 Value also cover continuous participation in international events and projects, where new partners are met, new initiatives and business projects are created, new practice/internship possibilities are opened and cooperation between the academic and business communities is developed . With the help of Partners 4 Value you will acquire and bring home enormous experience: you will find new career opportunities, get to know the persons, who you would not meet elsewhere, find new ideas, which would never occur to you, enrich your theoretical and practical skills and share international and intercultural experience .

We listen and learn, develop relations referring to confidence and mutual benefit and cooperate in true partnership . We create high value by suggesting ideas, human resources, knowledge, experience and relations .

What we can change

13Paners 4 Value trademark use guide The concept of the trademark

We cooperate with higher educational institutions, the Government and state institutions of the Republic of Lithuania, decision makers and the entities, shaping the public opinion, business persons and sponsors, scientists and academics, i . e . with the most professionals and leaders in their areas of activities . Those are the people, able to determine the decision making on the national level, provide support to our programmes and actions, ensure their efficiency and be a true part of the network, i . e . both sponsors and beneficiaries, since they represent different communities and help to reach agreements, based by mutual benefit .

Who we work with

14Paners 4 Value trademark use guide The concept of the trademark

New possibilities

We are daring, enterprising, flexible and creative . Being full of determination and new ideas, open to innovation, we constantly search for new possibilities . We withstand the challenges with perfect solutions . We value the ability to be mobile and quickly respond to changes in the environment . We search for new possibilities in the international space and share them with our partners, students and teachers .

Knowledge

We represent the national interests of higher education . We strive for creating a knowledge perpetuum mobile, which would provide continuous benefit and high value to our network members, instigate new ideas, transform theory into practice, develop efficient knowledge management and application mechanisms and knowledge conveyance methods . In each phase of activities we attempt to add a higher value, to teach to absorb it professionally, feel it with one’s heart and perceive it with one’s mind .

Experience

We develop the possibilities to acquire practical skills and develop them . We encourage continuous and motivated accumulation of experience in the selected professional area, sharing experience and team work .

Mutual benefit

We understand and give equal importance to all groups’ interests . In our everyday activities we develop synergy thus laying the foundations for advancement . We respect our partners, students, teachers and each other . Our relations are based by mutual benefit . We create new possibilities for acquiring experience . Knowledge and ideas are our assets, which we share with out partners .

Our values and working principles

15Paners 4 Value trademark use guide The concept of the trademark

Partnership

Progress

Quality

Mobility

Mobility

Only in cooperation with representatives of different countries, cultures and viewpoints we are able to develop our knowledge and acquire experience . By developing our relations with the international partners and increasing the foreign internships’ supply, we encourage mobility of scientists and students .

Quality

Quality is another grounding law of higher education and career since high quality skills, high quality experience and high quality sharing of skills and experience lay solid foundations for the career .

Progress

Partners 4 Value, when performing its activities as an intermediary between the academic community and foreign organizations, continuously keeps it hand on the pulse of the newest global trends and most advanced technologies . This is one of the conditions, determining our success in the modern information society .

Partnership

We develop the cooperation between Lithuania’s higher educational institutions and the foreign partners from the private, public, governmental and non-governmental sectors, since we believe that only in close cooperation can we ensure the highest quality, significant progress and encourage mobility . Each new partner, each new internship or practice opens new doors for the academic community, provides new possibilities for the interns and helps organizations to find and develop new talent .

Our activity principles

16Paners 4 Value trademark use guide Visual identity

Visual identity

17Paners 4 Value trademark use guide Visual identity

The concept of the logo

The symbol shows the intertwining colours, which represent the interests of different partners and target groups and the shape, which is born as the result of synergy of the said interests . The shape symbolizes the value . The shape of the symbol is the stylized arrow, expressing motion and direction . Yellow colour represents the students’ joy, drive and ideas . Violet colour shows the teachers’ knowledge and intellect . Red colour symbolizes the business’s dynamism, entrepreneurship and power .

18Paners 4 Value trademark use guide Visual identity

Logo composing options

The priority logo use version is horizontal . In case, due to certain restrictions, it is impossible to use the horizontal version, the vertical logo version is used .

19Paners 4 Value trademark use guide Visual identity

Colourfulness of the logo

The main version of the logo is multi-coloured, however in case no multi-coloured logo can be used, the grayscale or solid black-and-white versions are used .

20Paners 4 Value trademark use guide Visual identity

Colours of the logo

Seven colours are used in the logo . Six colours are used for creation of colour gradients for the graphical symbols and the black colour is used for the text .

CMYKRGBPantoneHTML

CMYKRGBPantoneHTML

CMYKRGBPantoneHTML

CMYKRGBPantoneHTML

CMYKRGBPantoneHTML

CMYKRGBPantoneHTML

CMYKRGBPantoneHTML

0, 53, 100, 0247, 142, 30Pantone Orange 021#f78e1e

73, 100, 0, 0106, 44, 145Pantone 527# 6a2c91

0, 24, 94, 0255, 196, 37Pantone 123#ffc425

0, 75, 90, 0242, 101, 49Pantone Warm Red#f26531

77, 100, 0, 3173, 23, 109Pantone 2627#49176d

0, 100, 99, 4227, 27, 35Pantone 1797#e31b23

0, 0,0, 1000, 0, 0Pantone Black#000000

7

1

4

2

5

3

6

7

21Paners 4 Value trademark use guide Visual identity

When changing the size of the logo, it is always important to keep the unified proportion of its composite parts . The selected agreed initial measurement is 1 . The proportions of the logo are presented referring to the said dimension .

Proportion of the logo

1

6.56 4.11.8 4.89 4.360.47

0.120.47

1.52

0.27

0.470.410.48

0.23

1

0.440.440.48

8.5 51.23 1.32 1.27

0.430.20.47

0.270.23

1.52

1

0.480.42

2.99 3.67 1.68 0.7 3.022.953.27

0.27

0.86

5.89

Opportunities for experience. Knowledge to value.

Partners 4 Value 1

0.440.45

5.12 3.1

0.640.26 0.22 0.35

4.481.1 0.6

0.27

0.86

5.89

22Paners 4 Value trademark use guide Visual identity

When using the logo it is important to take into consideration the zone of the protective area, which is the minimum distance from the logo to other laid out elements .

Logo protective area

23Paners 4 Value trademark use guide Visual identity

When using the logo at a small scale, it is recommended to take into consideration the minimum size of the logo . The sizes guarantee the optimum readability in case of the smallest size of the logo .

The minimum widths are presented for the English and Lithuanian versions of the logo, with and without the slogan .

Minimum size of the logo

25 mm

20 mm

20 mm

18 mm

40 mm

35 mm

50 mm

40 mm

24Paners 4 Value trademark use guide Visual identity

When using the logo in banners it is important to evaluate the banner format and select the appropriate version of the logo . Since due to small dimensions the slogan can be difficult to read, a logo without slogan is used in small banners . In case the banner background is dark or contrasted, the logo can be used on a white rectangle .

Several logo composing examples on standard dimensions’ banners are presented .

Composing the logo in banners

720 x 300 px

250 x 250 px

720 x 300 px

250 x 250 px

125 x 125 px

25Paners 4 Value trademark use guide Visual identity

The Sansumi Bold font is used in the logo and the slogan .

The Myriad Pro font family is used in official documents and advertisement texts . The fonts provide a wide selection of styles, which guarantees flexibility of use .

In case it is impossible to use the official font or it is necessary to use the standard font (for instance, where it is necessary to be compatible in MS Word, MS PowerPoint documents, in e-mail signatures, etc .), the standard Arial family fonts are used .

Myriad Pro CondensedMyriad Pro Condensed ItalicMyriad Pro Bold CondensedMyriad Pro Bold Condensed ItalicMyriad Pro LightMyriad Pro Light ItalicMyriad Pro RegularMyriad Pro ItalicMyriad Pro SemiboldMyriad Pro Semibold ItalicMyriad Pro BoldMyriad Pro Bold Italic

Arial RegularArial ItalicArial BoldArial Bold Italic

Fonts

Sansumi BoldPartners 4 Value

26Paners 4 Value trademark use guide Visual identity

Card size: 90 x 50 mm

Business card

John DoeProject Management

United Nations Development Programme in LithuaniaLabdarių Str. 5 (2nd floor), Vilnius 01120Tel.: +370 5 210 7404, +370 5 210 7400

Fax: +370 5 210 7401Email: lyra.jakuleviciene@undp.org

www.undp.lt

40 mm

5 m

m

5 mm

5 mm

8 mm

27Paners 4 Value trademark use guide Visual identity

The format: A4 (210 x 297 mm)

Letterhead

United Nations Development Programme in LithuaniaLabdarių Str. 5 (2nd floor), Vilnius 01120Tel.: +370 5 210 7400Fax: +370 5 210 7401Email: registry.lt@undp.orgwww.undp.lt

57 mm20 mm

20 mm

10 m

m

21 .5

mm

28Paners 4 Value trademark use guide Visual identity

The folder for approximately 50 standard office paper sheets of the A4 format

Printing recommendation:When printing folders, it is recommended to laminate them with opaque film in order for fingerprints not to be visible and for the folder surface to be more resistant to friction and more longevous.

Documents folder

Folder outside

Folder inside

29Paners 4 Value trademark use guide Visual identity

Envelope format: C6/C5 (114 x 229 mm), housing an A4 format sheet, folded in three .

In case it is necessary to use envelopes of other formats, it is recommended to follow the elements layout and dimensions, presented herein.

Mailing envelope

Front

Back

10 m

m10

mm

20 mm

10 mm

10 m

m

21 .5

mm

57 mm

30Paners 4 Value trademark use guide Visual identity

A cardboard CD/DVD/Blu-ray disc slipcase . Space for handwritten entries is left on the flipside . There are two versions of the label: with lines for a handwritten title and for a printed title . The Myriad Pro font is recommended to be used for printing of the title .

CD case and label

Firminis stiliusFailai ir šablonai

Užrašams

Jungtinių Tautų vystymo programa LietuvojeLabdarių g. 5 (2 aukštas), Vilnius 01120Tel. +370 5 210 7400Faks. +370 5 210 7401El. p. registry.lt@undp.orgwww.undp.lt

Sleeve front Sleeve back

United Nations Development Programme in LithuaniaLabdarių Str. 5 (2nd floor), Vilnius 01120Tel.: +370 5 210 7400Fax: +370 5 210 7401Email: registry.lt@undp.orgwww.undp.lt

Notes

Brand Identity PackFiles & Templates

31Paners 4 Value trademark use guide Visual identity

Title slide

Inner slides

PowerPoint presentation template

32Paners 4 Value trademark use guide Visual identity

E-mail message signature

33Paners 4 Value trademark use guide Contacts

Contacts

United Nations Development Programme Lithuania Labdarių g. 5 (second floor), Vilnius 01120Tel. No.: +370 5 210 7400Fax No.: +370 5 210 7401e-mail: registry.lt@undp.orgwww.undp.lt