Professional Documents
Culture Documents
Content
Our Why
Our How
Our What
Our Values
Our Tagline
We mobilize youth and like-minded We empower youth to become We enable young people to live an
organizations to achieve the SDGs. more employable by working with experience which will help shape
organizations across the world. a better future for themselves and
others.
AIESEC | Our Personality 9
Our Personality
Daring Relatable
We express our energy and passion as We represent diversity and do not
young individuals who are not afraid to discriminate on any basis. Therefore we
dream big and do big. represent a global youth voice that any
young person in the world can relate to.
AIESEC | Our Audience 11
Our Audience
Don’t
Our Behavior
We like our brand to be easily recognized; this is why we Don’t change the font.
have these very simple rules for our logo: Don’t change the official colors.
Don’t squish or skew our logo.
Keep the size legible and always give it breathing room. Don’t rotate the logo in any way.
How much space does the logo need, exactly? Don’t place our logo on a cluttered background.
Don’t add any element into the logo space.
The height of the blue bar on every side. Don’t change the opacity of the logo.
And please... don’t use old logos.
AIESEC Watermark
Don’t
AIESEC
Colors | Our Colors HEX RGB CMYK 17
F85A40 248, 90, 64 0, 63.71, 74.19, 2.75
RGB CMYK
Our Colors
HEX
0A8EA0 10, 142, 160 93.75, 11.25, 0, 32.25
HEX #037Ef3
RGB 3/126/243 HEX CMYK
RGB
CMYK 98.8, 48.1, 0, 4.71 CACCD1 202, 2014, 209 3.35, 2.39, 0, 18.04
New Gradients
HEX #037Ef3
HEX #30C39E
HEX #FFC845
HEX #EF4573
HEX #FFC845
HEX #30C39E
HEX #EF4573
HEX #BE3591
Font | Secondary Font 19
Our brand font is Lato. 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,
We use it in print and on the web. Feel free to and always be consistent throughout whatever you’re working on.
use it in any of its styles and weights.
Do Don’t
Lato Hairline
Lato Hairline Italic
Use an easily legible font. Use complex fonts.
Lato Light Use a font that contrasts with Lato. Use more than two fonts in one
Lato Light Italic Use a font that adds to the tone of design.
your design. Use similar fonts.
Lato Regular
Lato Italic
Lato Bold Every action matters Every ACTION matters
Lato Bold Italic
Lato Heavy Every A C T I O N matters Every action matters
Lato Heavy Italic
Lato Black
Lato Black Italic Every action matters Every action matters
Products 20
Global Volunteer
Global Talent
Global Entrepreneur
YouthSpeak Forum
Local Volunteer
Global Host
Life-Long Connection
Versions
Colors
Add multi-cultural flavor to your team Reduce your overhead and administration
by bringing in our volunteers who care time as we help source great volunteers
about world issues and bring innovative from our global network for you.
solutions to work locally. Our local AIESEC members assist in
culturally inducting the volunteers,d as
well as facilitating an enjoyable experience
for them in the host city.
Positive Impact
Since all of our Global Volunteer projects are fully SDG-aligned, we often use the Goals Always use the SDG icons or logo
as part of our promotion strategy. By describing our opportunities alongside the SDG with the AIESEC logo in the same
they target, we are showing our brand is impactful, relevant and credible. But the SDGs publication.
are actually an own brand, managed by the UN, whose brand guidelines we need to
respect. Make sure you follow these whenever you use the SDGs.
If you use the SDG logo, use the one Make sure you keep a breathing room
without the UN emblem, as that one is of 0.35 inches around the logo.
reserved for UN agencies.
There are official versions of the
Global Volunteer logo with an added
SDG-support line. Check them out
and use them as appropriate.
The SDG icons should not be The SDG icons and logo are available
manipulated, recolored, or cropped. in the six official languages, feel free to
You can download the most updated use these translated versions as well.
versions here.
G l o b a l Ta l e n t | L o g o 26
Versions
Colors
Expand your horizon by allowing yourself Gain work experience in HR, Marketing,
to develop your career in a global setting. Education, Engineering and many other
Work in a whole new environment and areas. Our pool of opportunities is always
culture, while adapting to local life in growing, with new industries and fields
another country. being added.
Launch yourself into a challenging role Grow and develop by going through practical
that allows you to gain a professional edge experiences and learning-by-doing. An
with our partners who are dedicated to intense cross-cultural environment allows
providing an enriching experience, aligned you to increase your self-awareness and
with touchpoints that help you evaluate solution orientation, improve communication
yourself and grow. skills and develop a global mindset.Become
the best version of yourself!
G l o b a l Vo l u nte e r | Va l u e Pro p o s i t i o n 29
Versions
Colors
Put your entrepreneurial aspirations to Take your professional and life experiences
the test by working with a startup and to the next level by exposing yourself to
embracing the challenges that come with a whole new culture and environment, as
it. Understand the behind-the-scenes you live your internship in a completely
of running an entrepreneurial venture foreign society. Learn how to adapt in a
through experience. multicultural environment and stand out.
Leverage from the many opportunities Grow and develop by going through practical
to grow your professional network experiences and learning-by-doing. An
that will support in your own future intense cross-cultural environment allows
entrepreneurial endeavors. Connect with you to increase your self-awareness and
professionals and experts from diverse solution orientation, improve communication
walks of life who will support later on. skills and develop a global mindset. Become
the best version of yourself!
G l o b a l Vo l u nte e r | Va l u e Pro p o s i t i o n 33
Powered by AIESEC Do
Returns on investment on one sub-brand spill over to the Don’t use the Powered by AIESEC logo on brands you
other brands as well might create, which are not officially part of the AIESEC
Experience
Product Brands are brands on their own, however they
must always include the “Powered by AIESEC” logo as an
endorsement.
Engagement with AIESEC 35
The Engagement with AIESEC (EwA) phase exists to spark an interest in young people to develop themselves and to contribute to a
better world. Currently, we have three products in the EwA phase:
Local Volunteer is an Engagement with YouthSpeak Forum is a premiere event Global Host is an Engagement with AIESEC
AIESEC product which gives a preview into that brings together young and senior product which gives local families the
what an AIESEC Global Volunteer experience leaders to form a diverse cross-sector opportunity to host Global Volunteer and
looks like. It allows local youth to volunteer and multigenerational space for inspiring Global Entrepreneur participants in their own
on a project or inside an NGO and address conversations around pressing global issues. homes during their experience with AIESEC.
one of the Sustainable Development Goals Its aim is to make AIESEC a credible youth
for 6-8 weeks, alongside Global Volunteer voice. The event offers the unique and
participants. interactive framework of Inspire, Engage, Act.
Tr a n s l a t i n g P r o d u c t s 36
Translating Products
Content Goals
Open a conversation
Content Guidelines
Be truthful Be purposeful
We fact check everything and In order not to waste time, we only
ensure that the sources we use spread something once it is useful
are 100% reliable. This is because and relevant. Everything we do
we want to be acknowledged needs to have a reason to be there
as experts in the topics that and a clear call-to-action.
we specialize in, such as youth
leadership development.
Content Creation | Content Guidelines 40
Content Guidelines
Be simple Be aligned
We want to be simple and not Repetition and having a structured
complicate our message or share pattern is key in maintaining one
very long stories. We strive to be brand tone. We work towards
as helpful and concrete as possible being as aligned as possible in all
whenever communicating. types of content, and in all kinds of
places.
Photography | Our Approach 41
For the brand to be authentic, honesty and reality are key aspects
of our photography. We want to expose the world as genuine and
real as it is, but with dignity, with the thought in mind that we are
here to make a change. We are not sending people abroad to be
heroes, but we do believe they make a significant impact.
Simplicity is key.
Visuals are one of the easiest brand
representations, but also the most frequent to
be misaligned.
Visual Types
Visual Types
Here you can find elements that will help you improve
your videos like: animated logos and sourcing icons.
Video | Video Process 48
Video Process
Video Types
Inspirational Informational
To motivate our audience through a message To let our audience know about our brand,
or story. our products or opportunities.
This message is for you(th). Take action now, with the Young Person’s You can explore and experience a completely new culture when you
Guide: Changing the World Edition. #AIESEC #YouthDay #Youth4GG #LiveTheExperience! What are you waiting for? www.aiesec.org
#AIESEC #Leadership
V i d e o | V i d e o Ty p e s 50
Video Types
To let our audience get informed about what To let our audience learn about new topics or
is happening in the world. trends.
On the occasion of the #PartnershipsForTheGoals Day, let’s take a moment to rewind and Today is #WorldBloodDonorDay! We want to say thank you to every individual
look back to how #Youth4GG came to being, as well as how we started the fight for the that has donated blood in the past, saving a lot of lives. Small Actions, have big
2030 agenda! #AIESEC #Leadership Impact! #AIESEC #Youth4GG #TakeAction
V i d e o | V i d e o Ty p e s 51
Video Types
Changing the world is all about the small actions that end up making a big difference.
Follow Tamara’s journey in Indonesia as she works on SDG 4, Quality Education, in the
eight episode of Youth4GlobalGoals: The Series.
#AIESEC #Youth4GG #Tamara4GlobalGoals #PWC
Writing | Our Writing Approach 52
AIESEC Blog
Blog Types
Listicles Survey/Quizzes
Used by most millenial blog networks, listicles Used as a way to break out of the usual
present bigger chunks of information in an blogging pattern, quizzes and surveys are an
easily digestible and fun way. They are usually fun, interactive way to engage customers with
highly shareable, as well as easier to process your content and message without being too
on the go. pushy.
Writing | PR Statements 55
PR Statements
Our approach to
Brand Partnerships
Co-branding Guidelines
When setting up a co-branding partnership, there are several Clarity on the channels
things that need to be defined.
Knowing the measurement of success from all organizations
Clarity on the common goal involved in the partnership, there can be clarity on what channels
and platforms can be used to launch it. This includes discussing
The most important thing to define is the goal of the partnership. what social media and internal platforms are the most relevant in
The common goal should be something that aligns with order to reach the common goal.
the purpose of all the organizations involved in the brand
partnership. In case of AIESEC, this means that we can partner Clarity on the content plan
for youth leadership development, cross-cultural exchanges, and
the Sustainable Development Goals. Since there is clarity on the goal, the call to action and the
channels used, the next step is to evaluate the content plan for
Clarity on the measurement of success the campaign. This includes determining what kind of content
will be created, how it will be created, and in what timeline.
The second step after knowing the specific goal of the campaign, Therefore, in the content plan, the following are clearly defined:
is knowing what the measurement of success will be, and - The messages being sent
therefore what co-branding type should be used. This can - The call to action
be employer branding, external product campaign, or other - The content that will be created, and by whom
activities, but for all organizations involved, it should be clearly - The hashtags
defined what they want to see as the measurement of success of - The timeline
the brand partnership.
In general, it is important that both parties are involved in making
the campaign a success.
Bra n d Pa r t n e r s h i p s | Co - b ra n d i n g Ty p e s 58
Co-branding Types
Campaign focused on presenting our partners Campaign focused on raising awareness about
as employers of choice. a like-minded brand.
Co-branding Types
Channels
Accessibility to the largest global For us, Instagram is a natural A great channel for fast
audience is what Facebook offers platform used to express ourselves, conversations, easy interactions
us. For that reason it is the perfect as it gives us the opportunity with externals and measuring
platform to reach the highest to be visually present and share traffic on specific hashtags and
amount of youth with the most our stories in a simplistic and during events.
various messages and content impactful way. It allows us to be
types we have. creative, interactive and create
conversations with our main
audience: youth.
YouTube LinkedIn
Community Management
The caption is a crucial part of publishing the content, as We are consistent in our hashtags and do not invent a
it ensures that its message is amplified and has a call to new hashtag for every post. We will only add hashtags
action. Structure a caption in the following way: to be consistent and aligned in tracking.
Start with an activating sentence that catches attention. Ensure to read the content guidelines and have a look at
This can be an enthusiastic message, interesting fact, the examples in the next page.
quote, or a question. Make sure to tag the relevant
parties in case you mention externals. For social media there are two types of written
communication that we manage in a specific way. Firstly,
Include the connecting call to action as many times as the captions that are attached to each social media post.
possible: What do you want people to do? Secondly, the social media community management of
comments, responses and messages.
If relevant, Include the hashtags for the content piece.
Be aware of the content guidelines, which apply for all
The official hashtags that we use in the posts that we social media posts!
share on social media are:
Legal Notes
Legally, AIESEC’s general brand is the one that needs to be We never only refer to “Countries” or “Nations”, because this will
protected first. It is trademark registered in the EU27 and a lot indirectly imply AIESEC taking a political stand. Use “countries
of other entities in the network. The Global Plenary allocated a and territories”. This is a very sensitive topic, so please pay
specific fund for trademark registration. If you are not sure if the attention to it especially in your media and public relations.
AIESEC Brand is properly protected in your entity, contact the
President of AIESEC in your entity or the Don’t Do
Global Finance Board (GFB).
AIESEC XYZ AIESEC in XYZ
Other names in our brand, such as. ‘YouthSpeak’ or ‘Global Countries/Nations Countries and territories
Volunteer’ are not registered trademarks of AIESEC because they
are generic brands.
Trademark number: 004400347
Vocabulary about Countries / Entities Type: figurative
Nice Classification: 35, 36, 41
Legal forms aside, AIESEC is a single organization running its
activities on a global scale. This is why it is strictly forbidden to Trademark number: 004400339
call entities “AIESEC XYZ”, and the only correct way to position Type: word
your entity is as “AIESEC in XYZ”. Nice Classification: 35, 36, 41
65
This Blue Book was created with all passion and creativity of 6
AIESECers.
July, 2018.
Sabino Alejandro
Angel Mendoza
Moniek van Waaijenburg
Julian Kossmann
Ioana Varga
Gaurav Jeena
Ankith Abraham
Joaquim Sanvictores
Tanya Landysheva
Omar Issa
Tamas Viski
Ali Soliman
Hans Dinata
Laurin Stahl
Noelle Guirola
Omar Saldaña
Lian Tolner
AIESEC BLUE BOOK