EESTEC Brand Policy Paper

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2 You re just anybody without your identity. Introduction Table of Contents Mission and vision Mission of EESTEC 4 Vision of EESTEC 4 Structure and symbols What is EESTEC? 5 Tiers in EESTEC 5 EESTEC acronyms 6 Signature The EESTEC signature 7 Acceptable signature variations 8 Minimum size 9 Clear space 9 Incorrect usage of clear space 10 Available formats 10 Proper/improper background control 11 Unacceptable usage of the EESTEC signature 11 Colors The EESTEC colors 12 Color wheel 13 Typography Typefaces 14 Alternative fonts 15 Recommended fonts 16 Grenville Main DNA Design Photography Photography 17 Good photo examples 18 2

3 Introduction INTRODUCTION This document was created to ensure that the basic elements of EESTEC visual identity are used properly and consistently on all printed and electronic materials. The look-and-feel of the EESTEC visual identity was streamlined and best practices were documented to convey the organization s culture, personality and core brand values. It should help members who use it, to understand what EESTEC represents, the brand values and how to represent EESTEC brand in the right way. Please use this document and its guidelines while creating promotional materials of our organization to achieve a high level of consistency. Anyone who represents EESTEC should follow and try to ensure integrity of this document on all materials that are EESTEC branded. Please read this document before using any of these guides and elements. If you have the slightest doubt concerning any of the principles presented in this document, please contact us. Contact information: design-coordinator@eestec.net 3

4 Mission and vision MISSION AND VISION Mission of EESTEC To spread and strengthen a network of students across Europe and develop an international collaborative environment, where the expansion of academic knowledge and development of soft skills is encouraged. Vision of EESTEC Uniting electrical engineering and computer science students all over the Europe in order to reach their full potential in academic and social life. 4

5 Structure and symbols STRUCTURE AND SYMBOLS What is EESTEC? The Electrical Engineering STudents European association (EESTEC) is an organization of and for electrical engineering and computer science students from universities, institutes or technical schools in Europe that award an engineering degree. It was founded in Eindhoven (The Netherlands) in In 1995, it was recognized as an association, firstly seated in Zurich (Switzerland) and reseated in 2002 to Delft (The Netherlands). Tiers in EESTEC An Observer is a status granted by the Board for a student group that is interested in EESTEC. It is the first step of joining EESTEC as an official member. A Junior Local Committee (JLC) status can be granted after some requirements are fulfilled. JLCs have the same rights as observers with addition of using the EESTEC logo. A Local Committee (LC) is a full member of EESTEC. EESTEC is the head organization assisting and overseeing all LCs, JLCs and Observers. Note: Observers are not allowed to use the EESTEC logo but they re obliged to respect this document. You can find more information about EESTEC tiers in the Rules of Procedure, which can be found on eestec.net. 5

6 Structure and symbols Structure and symbols EESTEC acronyms Electrical Engineering STudents European association ELECTRICAL ENGINEERING STUDENTS EUROPEAN ASSOCIATION The full name of the Organization must be written in one of the ways shown above. The name has to be written using one of the typefaces allowed by this document. Capital letters must be emphasized. Capital letters must be exactly one level thicker than the remaining letters. The minimal font size is defined by visibility and readability. It is not allowed to use italicized, underlined or strokedthrough fonts. There are no limitations concerning the font weight as long as it is visible and readable, but it is suggested to use it in the range from 200 to 800. It is allowed to change leading, tracking and kerning as long as the text is readable. EESTEC The abbreviated version is the most commonly used version and it must to be written in upper case letters. Any other type of capitalization is not allowed. The minimal font size is defined by visibility and readability. It is not allowed to use italicized, underlined or strokedthrough fonts. There are no limitations about the font weight as long as it is visible and readable, but it s suggested to use it in the range from 200 (thin) to 800 (heavy). It s not forbidden to use it in vertical order, but it is strictly recommended to use it horizontally. All letters must be the same size and weight. EESTEC (J)LC Name If EESTEC is used within the name of (J)LC, everything except the name of (J)LC has to be capitalized. Optionally, the name itself can be capitalized too. All the other recommendations and limitations are same as for EESTEC. EESTECer(s) The EESTEC acronym in combination with the suffix er or ers is used for individual member(s) of the commitments. EESTEC has to be capitalized, while the suffix must not. All the other recommendations and limitations are the same as for EESTEC. Power Your Future The official slogan of EESTEC. It has to be written in some of the typefaces allowed by this document. The exclamation point glyph (!) may be used at the end of the slogan to emphasize it. 6

7 Signature SIGNATURE The EESTEC signature The signature position is very important aspect of the graphic identity. The signature must be present on all promo materials for EESTEC International, international teams, web and mobile applications. This includes: business cards, posters, flyers, Facebook covers, publications and other promoting materials such as bookmarks, stickers, etc. It is recommened to use the EESTEC signature while promoting local and international projects as well. The EESTEC signature is the graphic representation of our organization and the values for which it stands. It is represented by the word EESTEC written in Century Gothic font (with slight modifications), red, bolded and having the classic s replaced by the special character (integral sign). This signature is supposed to reflect our identity and present our values and beliefs to the world: the rounded shapes reflect wide horizonts, the lack of borders and the unity in our community; the special s reminiscent of the integral sign in math, suggests academic values and performance in engineering; the color vibrates with energy and enthusiasm. 7

8 Signature Signature Acceptable signature variations There are four acceptable variations of the signature. The EESTEC signature without a name of (J)LC is used when it s representing more than one (J)LC or EESTEC International. JLC Karlsruhe The signature with a name of junior local committee written under the EESTEC signature and aligned to the center of the logo horizontally. A junior local lommittee name has to be always written with latin letters exactly like it s shown. The font used for it has to be Century Gothic bold. All other variations are not acceptable. LC Sarajevo The signature with the name of local committee written under the EESTEC signature and aligned to the center of the signature horizontally. A local committee name has to be always written with latin letters exactly like it s shown. The font used for it has to be Century Gothic bold. All other variations are not acceptable. Design Team The signature with a name of any EESTEC international team that s representing written under the EESTEC signature and aligned to the center of the signature horizontally. A name of a team has to be always written in latin letters and the beginning of each word has to be capitalized. The font used for it has to be Century Gothic bold. All other variations are not acceptable. 8

9 Signature Signature Minimum size Minimum size refers to the smallest size at which the EESTEC signature may be reproduced to ensure its legibility. Clear space A minimum clear space requirement has been established to ensure the prominence and clarity of the EESTEC signature. It is essential that the EESTEC signature remains free of all graphics, taglines, identities, photography and typography in its surrounding area. 1 cm 1 cm 40 px 1 cm 1 cm 40 px LC Belgrade 1 cm 1 cm 40 px 1 cm 1 cm 40 px LC Hamburg JLC Tirana IT Team The minimum reproduction size of the EESTEC signature is 1cm in height, based on the height of the special character s of the logo, for printed materials. For web, the minimum size is 40px. Observe the reproduction size requirements of the signature to avoid poor quality or distortion. In addition, placing the signature too close to the edges also interferes with its safe space. Clear space refers to a distance of e, as the unit of measurement, surrounding each side of the EESTEC signature. e equals the height of the letter e of the EESTEC signature. If the signature is used as part of an illustration, there is no need for a clear space. 9

10 Signature Signature Incorrect usage of clear space Available formats Never place the signature directly to the edge without leaving a clear space. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullam- Never cut the signature if it s used as a trademark. If it s used as a part of an illustration or a design element, then another EESTEC signature must be on a publication or in a document. The EESTEC signature can be found on in the following formats:.ai a proprietary file format developed by Adobe Sytems for representing single-page vector-based drawings. It should be used if the signature needs some changes as a name of (J)LC or team..eps a vector-based file format with low memory usage. It s good for online sharing because of that feature..pdf an open file format created by Adobe Systems. It can encapsulate text, fonts, vector-based graphics, rasted-based graphics, etc. It s easy to manipulate with a size of a.pdf file and it s widely supported. It s recommended to use it as primary file format when printing..png a raster-based graphics file format that supports lossless data compression. It s mainly intended to be used on the Internet due to its low memory consumption, transparency supporting and RGB color space supporting. It should be avoided on printing materials. All signatures are available, after logging in, in the foder Public on eestec.net. Other EESTEC materials are available on Drive. Never place the signature directly next to a text or any other written phrases. Never put photos or illustrations directly next to the signature, without leaving a clear space. 10

11 Signature Signature Proper/improper background control Unacceptable usage of the EESTEC signature Pale and faded background looks better rather than dark if you re using the red signature. Align centraly name under the signature. Forget about 3D effects. Never use non-latin letters. Dark background goes well with the white signature. The red signature doesn t look good on saturated red backgrounds. Be careful with caps. Don t use other fonts. Never apply gradients. Using backgrounds with 40-60% of black is not a good option. Better use some light or dark grey. Never outline the signature. Take care on stretching. Don t compress the signature. Dark and and busy images look better combined with the white signature. Avoid rotating. Don t add shadow. Don t use skew or flip. 11

12 Colors COLORS The EESTEC colors Color plays an important role in representing EESTEC brand. Through the years, EESTEC became recognizable by its red color. The primary EESTEC color is red (RGB: 229, 42, 48; CMYK: 4, 97, 90, 0; HEX: E52A30). It is recommended to use it on any background as long as it is not affecting the visibility. It s recommended to use EESTEC red tints (RGB: 250, 73, 82; CMYK: 0, 86, 63, 0; HEX: FA4952 RGB: 252, 114, 121; CMYK: 0, 70, 40, 0; HEX: FC7279) and shades (RGB: 193, 7, 16; CMYK: 16, 100, 100, 8; HEX: C10710 RGB: 153, 0, 8; CMYK: 25, 100, 100, 3; HEX: ) on the web, applications UI and print, to achieve better contrast, except for the EESTEC signature. The secondary EESTEC color is white (RGB: 255, 255, 255; CMYK: 0, 0, 0, 0; HEX: ffffff). Use it whenever the red one doesn t look good or it s not visible enough. The third EESTEC color is black (RGB: 0, 0, 0; CMYK: 0, 0, 0, 100; HEX: ). Use it only in very rare cases if you re printing in black and white for a better contrast. Using any other color on the EESTEC signature, except for the EESTEC red, white and black is forbidden, but everything else on the designed material doesn t need to be in these colors. The EESTEC text color is grey (RGB: 52, 51, 51; CMYK: 69, 63, 62, 58; HEX: ), not black. Use it whenever you re not printing black and white. 12

13 Colors Colors Regular usage. 250, 73, 82 0, 86, 63, 0 FA , 114, 121 0, 70, 40, 0 FC7279 For black and white printing only. If the signature is black, it should be only on white background. If it the signature is white, it should be only on black backgorund. Don t use grey combinations. 193, 7, 16 16, 100, 100, 8 C , 42, 48 4, 97, 90, 0 E52A30 153, 0, 8 25, 100, 100, , 51, 51 69, 63, 62,

14 Typography TYPOGRAPHY Typefaces Like organizations, typefaces have personalities and perform specific functions. Although sometimes subtle, the consistent use of the same typefaces allows students and companies to readily recognize EESTEC materials. Typography can work together with other design elements to make communications more readable, consistent and appealing. EESTEC typefaces have been chosen with these purposes in mind and because of their adaptability to a range of materials. EESTEC s primary typeface is Roboto. This typeface is available in many weights and styles that are essential to make simple designs with sufficient contrast. Also, it is free and supports latin extended and cyrillic characters since EESTEC spreads all over Europe. It ensures great legibility without being static and formal, but at the same time allows open and modern design. Roboto Thin Roboto Regular Roboto Bold Roboto Light Roboto Medium Roboto Italic 14

15 Typography Typography Alternative fonts To complement the Roboto font family and for instances where a more classic look-and-feel is required, Libre Baskerville has been designated as EESTEC primary serif typeface. It should be used for official documents, headlines, memorandums and body text of large printable materials, such as magazines and yearbooks. Libre Baskerville Regular Libre Baskerville Bold Libre Baskerville Italic Since there is long tradition in using Century Gothic in presentations delivered by EESTECers, Century Gothic may be used for headlines only. Century Gothic Regular Century Gothic Bold Century Gothic Italic In cases where Roboto and Libre Baskerville are not available, such as some specific software, the online usage of fonts that are not installed on every computer etc., Verdana should replace Roboto and Times New Roman should replace Libre Baskerville. Verdana is one of the most widely spread fonts in web sites around the world and it was specially designed for screen readability. Times New Roman became a standard typeface in official documents and every computer supports it. Verdana Regular Verdana Bold Verdana Bold Italic Verdana Italic Times New Roman Regular Times New Roman Bold Times New Roman Bold Italic Times New Roman Italic 15

16 Typography Typography Recommended fonts Besides official fonts of EESTEC, there is a couple of fonts that can be used and combined with them, but they should never be used as replacement. They can only be used as addition to emphasize specific things on printing materials or web and mobile platforms. These fonts are: Roboto Condensed Roboto Slab Playfair Display Open Sans Playfair Display Regular Playfair Display Italic Open Sans Regular Open Sans Italic Roboto Condensed Regular Roboto Condensed Light Roboto Condensed Bold Roboto Slab Regular Roboto Slab Light Roboto Slab Bold Playfair Display Bold Playfair Display Black Playfair Display Bold Italic Open Sans Bold Open Sans Extrabold Open Sans Light 16

17 Photography PHOTOGRAPHY When you use photography, EESTEC images should be warm and real. Photos should show unity, openness, happiness and EESTEC spirit. They should represent students or young professionals in environments of academia or engineering. Photos should show individuals or groups sharing information or experiencing research and learning. EESTEC highly encourages you to use your own photos. If you can t do it for some reason, use stock photos that represent values of EESTEC, but don t forget to credit the author. Appreciate someone else s work. Use photos with high resolution, focused and with interesting angles, good contrast and lightness. Never cover someone s face with design elements. Aim to have a lot of clear space on photos. Photos should never represent any political party, ideology or any kind of gender, race or nationality discrimination. Communicate through the power of photography! 17

18 Photography Photography Good photo examples Students in professional enviroment. Interesting angle with focus on EESTEC promotion. 18

19 Photography Photography Good photo examples Interesting angle for a group of people. Hard-working student. 19

20 Photography Photography Good photo examples Focused photo representing happiness in working enviroment. Inspiration is everywhere. Especially in EESTEC. 20

21 Photography Photography Good photo examples Succeeding. Catching the moment of a big event. 21

22 Final word EESTECers who contributed in creating this document Miloš Pivić - LC Belgrade Isidora Todosić - LC Belgrade Yağmur Tulga - LC Ankara Miloš Denić - LC Belgrade Demet Gümüş - LC Ankara Sebastian Wozny - LC Munich Mirza Kupusović - LC Sarajevo A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away. Last update: April 2016 Antoine de Saint-Exupery 22