The way we communicate the organization is a crucial factor to keep in consideration. Simple tweaks in a few
words could dramatically change the way AIESEC is perceived outside. Let`s have a look at the main
guidelines.
Programme,
Product,
Experience…
Countries,
Territories,
Entities…
Corporate
Communications
AIESEC
Brand
Vocabulary
As much as we are sure that owning a smartwatch or
buying a piece of cake definitely improves our living,we
believe that an AIESEC experience is definitely
something more than that. This is why we deeply
discourage the use of words as product or sub-
product”, too connected with material and tangible
consumer goods. When referring to GCDP, GIP, TMP
and TLP as such, the final“P”stands for programme,
and this is the way we should communicate them,both
internally and externally. When referring to the single
exchange or team experience, we can also use the
words “experience” and opportunity .
Programme,
Product,
Experience…
Legal forms aside,AIESEC is a single organization running its activities on
a global scale. This is why its strictly forbidden to call Entities as AIESEC
XYZ”. The only correct way to position your Entity is as AIESEC in XYZ.
AIESEC is currently operating in over 125 Countries and Territories. Given
the existence of several delicate diplomatic issues,we never only refer to
Countries or Nations, as this will indirectly imply AIESEC taking a political
stand in such cases. This is a very sensitive topic, so please pay
attention to it especially in your media relations.
Countries,
Territories,
Entities…
Our corporate communications should follow the guideline of “change your words,change
your worth”,especially in the effort of creating purposeful partnerships. We should be aware
of the language we unconsciously use and start to understand how to tell the purpose of
AIESEC,and the values of our talents and all the programs in a really clear and simple way.
The main principle should be to use easily understandable, simple and clear words,which
are describing our activities in the best way to understand; it is really important to make sure
we are not using buzz words, internal slang or abbreviations. We should describe the
activities with the intention of our partner to understand what we mean- sometimes this can
mean to use wordings which are commonly used by them (for example: talent acquisition).
GCDP,GIP, TMP, TLP should not exist for the corporate world, if your entity as an external
brand for them. Our partnership portfolio consists of different activities and channels for
accessing young talents. They range from physical and virtual platforms to the global
internship program. Through a combination of these activities, AIESEC can create a
customised solution for a company’s talent acquisition, employer branding and youth
engagement objectives.
Corporate
Communications
Introduced in 1991,the AIESEC logo remains a relevant and important component of the AIESEC brand identity.
The logo Design shows
• Young people gaining definition as they come out of the blue Mass
• Young people forming themselves as individuals for the future
In short, it represents how AIESEC enables young people to discover and develop their potential and head
towards their future with a clearer and stronger vision for themselves.
The logo should not be modified in anyway and should always be used according to the guidelines in this
section.
The Logo symbolizes
• Young people shown through carrying of book
• Walking forward represents walking towards the future
• Increasing definition represents forming/developing as individuals
• Emerging from the blue mass represents building your own path or moving towards your personal vision.
The logo will continue to appear on all AIESEC media and materials in all circumstances.
The refreshed blue logo
The AIESEC logo should be used in two forms only as given above and below
Color Palette
These are the colours that you can use
along. Dark teal (#0a8ea0) is used
within areas of the global site which
relate to internships and company
partners; red/orange (#f85a40) is used
to denote volunteering programmes and
NGO partners. The most common use
of these colors is for narrow stats
panels and also buttons.
If you are not sure what color an
element should be, make it AIESEC
Blue.
The background can be of any color but the color of the logo can be only in
colors as shown.
Don`t use any gradient/coloring.
Don`t use transparent letters.
Don`t change the proportions.
Don’ts Dos
You can use any background.
The new AIESEC favicon
The favicon ‘A’ is a small (16x16px) icon seen insome desktop browser windows that is usedas an abbreviated form of the logo, consistingof a white ‘A’ on an AIESEC Blue square. Alarger version of this (500x500px) is used forsocial media profiles.Please note that the favicon is not the AIESEClogo, and should only be used for the abovetwo purposes.
How to display the AIESEC logo
Where relevant and appropriate, the AIESEC logo will be present onall digital communication, and should not be altered in any way.Across digital, the version of the logo which should be used is thenew AIESEC Blue on white, which can be inverted when on a bluebackground. The logo should not be displayed in any other color.When placing the logo on a page, make sure the logo is surroundedby a safe area which consists only of white or blue space. The widthand height of this safe area is equal to the height of the bandenclosing ‘AIESEC’.
Fonts to be used:
2. Helvetica/
3. Georgia
4. Lato
The same color rules as for the logo apply.The text “Powered by” needs to be in the same color than the logo you are using it with.If other formulations than “powered by” would be more effective for your purposes,you can use similar phrases.Whatever you choose, it is required to be in the top-left corner of the logo.If the AIESEC logo is already present in the same material, you can avoid repeatingit and just type “Powered by AIESEC” in a brand-aligned font.Powered byDon’t place the endorsementphrase (“powered by”) in the centerDon’t change the font and /or color of the phrase.
In this “sub-brands era”, it’s very important to keep the customers aware that all the different programmesand initiatives are delivered by the same organization, AIESEC.This would both decrease the risk of sub-brands becoming more popular than AIESEC (very risky for thelong-term organizational development), and enable us to engage customers in multiple activities, as all ofthem will be endorsed by the bigger and historically credible AIESEC brand.
Powered by
Powered by
Powered by
AIESEC in Thailand
AIESEC in <LC Name>
Correct
Thailandor LC Name
in Thailandor LC Name
Thailand
in Thailand
AIESEC’s general brand is the one that needs to be protected first. It is currently properlyregistered in the EU27 and a lot of other Entities in the network.The Global Plenary allocated a specific fund for trademark registration, as some copyrightinfringments already took place in the recent past. It is highly recommended that the brandguidelines is strictly followed in the LC marketing activities and everywhere else where thebrand comes into play.
National Sub - brands
As the organization evolves,sub-brands are becoming more and more relevant to communicate more
specific value propositions of each of our ELD Programmes and some specific EwA initiatives.
In the next pages you will find explanation for each one of the sub-brands, directions for their
implementation and all the editable files to create your own materials.
For which concerns deeper levels of branding (the issue- and profile-based brand distinctions),please
consider that the new system business intelligence will automatically recommend customers to the
experiences that fit their profiles the most,initially filtered by your entity suppliers.
This is why we recommend you to put more efforts on issue based branding as the system will guide
customers towards the most fitting experiences for them.
What is ?
Jump out is the product that was developed by
AIESEC in Thailand for GCDP OGX to be sold
to the external network (Exchange
Participants). This product is just to be used for
Exchange Expo and oGCDP Wave
Recruitments.
Features of ?
• Product is designed purely on issues.
• Every issue has its own target market
which will attract youth from every
sector.
• Marketing strategy can be formulated
accordingly for every issue depending
upon target market.
Logo Application
This is the original and official logo for
JUMPOUT. We decided to make 3 solid
colors for jump out to serve the design. The
issue logos have their own color ( yellow,
green, dark blue, pink and orange). This are
the only variants. You can see them on the
next page.
Issues
Explanation of the logo
The globe represents an international
experience. The young man jumping out
represents the youth going for a GCDP and
jumping out of his comfort zone.
Blue:
Web (Hex): #003399
RGB: 0/51/133
CMYK 100/91/6/1
HSB 220/100/60
Lab 25/21/-61
Black:
Web (hex) #000000
RGB 0/0/0
CMYK 0/0/0/100
HSB 0/0/0
White:
Web (hex) #
RGB 255/255/255
CMYK 0/0/0/0
HSB 59/0/100
Colors
Logo + Issue
This is another option to use the logo and the issues. This makes the message clearer
to the relation between the programme and them. We recommend you to use them for
all of your JUMPOUT campaigns.
In Colors
In White
How to make a logo of your issue?
Solid color
Transparency between
the icon and the circle
The icon can
have transparent
elements
The icon in the middle
The outside circle
Need to be 5mm thick
Typography
Novecento wide bold Novecento wide light
The typography is used only for the logo.You are free to select any
typo in your graphic composition,But remember at least use one of
the these one. You need to put all the time the icon of the issues in
the logo.
RGB: 10/49/99
HSB: 214/90/39
CMYK: 100/88/34/24
Code: 0a3163
RGB: 51/130/8
HSB: 99/94/51
CMYK: 81/25/100/12
Code: 338208
RGB: 222/201/59
HSB: 52/73/87
CMYK: 15/15/92/0
Code: dec93b
RGB: 186/39/80
HSB: 343/79/73
CMYK: 21/98/58/7
Code: ba2750
RGB: 223/145/55
HSB: 32/75/87
CMYK: 11/48/92/1
Code: df9137
d
Value Proposition
is an intensive international
Volunteer abroad experience that enables
You to work on projects that impact social
Issues. Empower communities by developing
The people and enabling them to develop
More sustainable and healthy future.
Benefits personal strengths and weaknesses awareness
Personal network of people from different countries and cultures.
Entrepreneurial outlook development
Opportunity to make a real impact on society
International team work experience
Project work experience
Adaption to the new living and working environment skills
Communication skills (both interpersonal and cross-cultural
Put your business knowledge to practice:learn and contribute to an NGO or small business abroad with JUMPOUT | SocialEntrepreneurshipProgram
Share and gainexperience from aglobal perspectiveconcerningenvironmentalsustainability issueswith JUMPOUT |Environmentprogram
Raise in awarenessacross the world onHealth issue.Teach and learnhow to keepfit and have a healthy life abroad with JUMPOUT |Health program
Bring your internationalperspective onworld issues to theclassroom: makeeducation accessibleworldwide withJUMPOUT |Education program
Share your culturewith the world.Break the stereotypesabout the world andspread the toleranceamong localcommunities abroadwith JUMPOUT|CulturalUnderstandingProgram
Why ?
• Global Leadership is the need of the country. (AIESEC can play a direct role in offering
programmes which have inherent value propositions based on these lines.)
• oGCDP in our reality did not have a brand. It was difficult to explain our product for external
partnerships.
• Product centric and customer centric approach.
• The Programme needed a lot of customizability which random selling did not allow.
Taglines for ?
• Global Leadership.
• Entrepreneurial Skill
Development.
• International Work
Experience.
• Interpersonal Skills
Development.
• Cross Cultural
Understanding & Culture
Shock.
• Add on to CV.
• Global networking.
• Travelling.
There are other programs in the
market which offer international
experiences, professional
development and leadership roles.
Our point of differentiation is not
only the fact that we provide an
amalgam of all of these,it also that
our program is extremely flexible
and customizable.
We give our customer the unique
opportunity to design their own
global internship experience. This is
because we provide flexibility in
terms of geography and duration
as well as a personal manager to
facilitate the experience.
Our USP (Unique Selling
Point)
Do`s
• You can use any background.
• Use clear and good quality images.
• You can use any colour, just do not
change the colour of the logos.
• Do not over jazz! Make sure your
promotional material (poster, booklet
etc.) conveys the true essence and
message of a GCDP.
Dont`s
• Do not change the colour of the logos.
• Do not distort the logo or change the proportions.
• Do not use any gradient.
• Jump Out is a product of AIESEC in Thailand. Therefore do not
write as Jump Out by `AIESEC in XYZ`. Do not promote it as a
Local Product.
• LCs should not create specific social media pages for Jump Out.
What is ?
Global Talent is the product that was
modified by AIESEC International for
GIP to be sold to the external
network (Exchange Participants and
partner clients). This product is now
globally used and is very common in
many entities. It is a product that
brings out the true value proposition
of GIP giving it the professional feel.
Value Proposition:Global Talent enables young people to gain
relevant skills for their future careers by
working within a global environment within
small to medium sized businesses, multi-
national corporations, and NGOs with an
internships ranging from 2-18 months.
- Personal strengths and weaknesses awareness
- Personal network of people from different countries and different cultures
- Professional working experience abroad
- Understanding the corporate world from the inside
- Professional development in specific fields
- Adaptation to the new living and working environment
- Improving future chances of employability and work success
Benefits:
(dark green, light blue, purple, red, orange and blue) thisare the only variants.
Dark Blue and white are the official colors for the simple
logo. The profile logos have their own colors (dark green,
light blue, purple, red, orange and blue) this are the only
variants.
Logo:
Issues logo:
Our focus is on the three key Global Talent profiles currently available
through our supply and demand. If you want to develop further profiles
(e.g. Marketing_Sales), please use the logotype guidelines on the
next pages after consulting us.
The icons are complementary for any graphic composition. You are
highly encouraged not to change colors or figures.
(dark green, light blue, purple, red, orange and blue) thisare the only variants.
Logo + Issue:
This another option to use the logo and the
profiles. This make more clear the relation
between the program and them. We recommend
you to use them for all your campaigns.
How to make your own logo:
Don’t forget to add the signature. This is going to help us to makemore clear the connection between the program and AIESEC.
Do’s and Don’ts Signature
Powered by
Don’t forget to add the signature. This is going tohelp us to make more clear the connectionbetween the program and AIESEC.
While designing, you can make use of banners and dashed lines to make it look simple yet elegant. They
can be of any colour and any opacity.
• The brand shapes can be of any colour and opacity.
• You can use any color in any tone.
• If they are solid colors, they need to be separated to
identify the different figures.
• If you are overlapping different shapes, you need to use
transparency to identify the different figures.
• Play with different sizes
• Don`t change the proportions
The concept consists of five very simple but strong visual
elements that reflect the strength of AIESEC born from the
brand attributes: Impactful, Inclusive, Daring, Dynamic,
Diverse. The shapes are the simplification of the letters A-I-
E-S-E-C. However, the shapes are not replacing the
AIESEC logo, but support the individual chapters in giving
them the creative freedom to PLAY, EXPERIMENT AND
CREATE.A I E S E C
Sample designs
• AIESEC logo
• Sample poster
• Fonts
• Jump Out logos
• Global Talent logos