Wall Street English Brand Guidelines
WallStreetEnglishBrandGuidelines
IndexWall Street English Brand GuidelinesWall Street English Brand GuidelinesIndexContents /1.0 0 ————————————6.17.0 ————————————8.0 ————————————Brand overviewVisual toolkit overviewBrand philosophy272830Wall Street English Master logoWall Street English Master logo / Positive and negativeWall Street English Master logo / MonochromeWall Street English Master logo / B&WWall Street English Secondary logo / Positive and negativeWall Street English Secondary logo / MonochromeWall Street English Secondary logo / B&WArabic logosProportion & exclusion zonesLogo misuseLogo minimum size343638404244464850525484Product marketing & communication7.17.27.37.47.514Formats for advertisingKey graphics & iconsStationeryPPT templateDigital signatureMerchandise98106122123124Wall Street English co—branding and partnerships8.1Wall Street English in partnerships134Brand identity5.15.25.35.45.55.65.75.85.92Tone of voiceUsing the corporate brand identityLogo4.14.24.34.44.54.64.74.84.94.104.115.0 ————————————581012Brand dimension3.13.23.34.0 ————————————A global brandOne world, one strategyOne world, one brand identityOne world, one brand styleTone of voice2.13.0 ————————————6.0 ————————————A global brandLogomaniaColour palettePantone Coated and UncoatedColour proportionsTypeface introductionStandard font for internal communication and emailsWall Street English typefaceTypeface weightsTypographic layout606668707273747678QM-1-D1-V8 For guidelines around center design and signage please refer to Center Design and Signage For Digital guidelines please refer to the Digital ManualAll guidelines contained in the Wall Street English Brand Guidelines manual must be followed. At no time can the files that are featuredin this book be altered. At no time can the Wall Street English logo be altered from what is presented in these Brand Guidelines.Complying with the brand book guidelines is an essential aspect of our business and of being part of the Wall Street English network.QM-1-D1-V83
1.0 A global brandWall Street English Brand GuidelinesWall Street English Brand GuidelinesA global brand 1.01.1A global brand1.0A globalbrand4Being a global brand means beingcosistently recognized throughout theworld.—A global brand creates its own world —a world with a recognizable design, witha specific vision, with a shared philosophyand with a unique experience.—In the following pages, we have formalizedour identity – the personality, the mood,the soul and the unique style of theWall Street English world.QM-1-D1-V8QM-1-D1-V85
1.0 A global brandWall Street English Brand GuidelinesWall Street English Brand GuidelinesA global brand 1.01.1A global brand1.1A global brandOur global brand is an inspired, innovativeand universal vision. It is a change in stylethat draws strength and meaning from ourhistory and our vision of the future.For over 45 years, Wall Street English hasbeen on the leading edge of languageeducation and has helped people aroundthe world learn English.We help people change their future.We help people turn their dreams intoreality.—Our new identity captures our vision andinterprets it with distinctive new charactertraits creating a new graphic mood.These guidelines represent the Wall StreetEnglish brand DNA and personal identity.They are a set of principles to help uspresent ourselves clearly, consistently,and with a vivid sense of our personalityand purpose.—A global brand has a strong identity anda strong voice that set it apart from thecompetition. It requires unique look & feelthat carries the same message across allterritories in the world. These guidelinesare the voice of Wall Street English.6QM-1-D1-V8QM-1-D1-V87
1.0 A global brandWall Street English Brand Guidelines1.2One world, one strategyWall Street English Brand GuidelinesA global brand 1.01.2One world, one strategyOneworld,onestrategy. Create the most recognized global namein English language learning. Become the leader in every market inwhich we operate. Continue to build our premium, allowingus to justify our premium price point overour competitors, based on the qualityof our products, our service and theWall Street English experience. Expand and evolve our range of productsand services to meet the needs of ourstudents today and in the future. Aim to build and maintain a lifelongrelationship with every student we teach.8QM-1-D1-V8QM-1-D1-V89
1.0 A global brandWall Street English Brand Guidelines1.3One world, one brand identityA global brand 1.01.3One world, one brand identityOneworld,onebrandidentity.10Wall Street English Brand GuidelinesThe new brand identity takes anevolutionary but significant step forwardfor Wall Street English by updating thetype style and adding a new "Door" devicebased on the concept of a speech bubble.The ‘Wall Street English’ calligraphy typestyle builds on the existing brand identity,but freshens and modernizes it.The addition of the "Door" device providesa universal symbol that represents whatwe do: We help students learn English,allowing them to open doors to a future fullof possibilities.QM-1-D1-V8QM-1-D1-V811
1.0 A global brandWall Street English Brand Guidelines1.4One world, one brand styleA global brand 1.01.4One world, one brand styleOneworld,onebrandstyle.12Wall Street English Brand Guidelines All communication materials no longerexist only on paper. They must adaptfluidly to all new media and be equallyeffectively on all devices. The colours in the Wall Street Englishcorporate palette can be used in thevarious possible combinations. Our new mood expresses our leadership,which is conveyed through strong visuals andstrong messages. The graphic style will allow us to givea creative, meaningful and above allconsistent treatment to all types ofcommunications and materials.QM-1-D1-V8QM-1-D1-V813
2.0 Tone of voiceWall Street English Brand GuidelinesWall Street English Brand GuidelinesTone of voice 2.02.1Tone of voice2.0Tone ofvoiceOur brand values determine who we areand how we should act as an organization.And at Wall Street English we lead, weinnovate and we always act responsibly;we are personal, we nurture, and weinspire. When it comes to presentingourselves to the outside world, we needto express not just what we do but whowe are as a brand to our customer andprospects. We do this in two ways: throughour visual identity – our logo, colors andcampaign images – and through our verbalidentity, in the way we talk to peoplethrough our various communicationmaterials. And when it comes to talking, it’snot just about what we say, but the way wesay it. This is our tone of voice.Tone of voice — nouna particular quality, way of sounding, modulation, or intonation of the voice as expressiveof some meaning, feeling, spirit, etc.14QM-1-D1-V8QM-1-D1-V815
2.0 Tone of voiceWall Street English Brand GuidelinesWall Street English Brand GuidelinesTone of voice 2.02.2Tone of voice / Objective2.2Tone of voice / ObjectiveWhenever we communicate on behalfof Wall Street English it should be in theWall Street English tone of voice. Tone ofvoice is an attitude, a personality, not justvocabulary; therefore it should be flexiblefor the wide range of audiences we speak to.This document has been prepared to givedirection on how to speak as Wall StreetEnglish and communicate in the Wall StreetEnglish way, by defining the mood andattitude of our brand language.Of course, the messages will changedepending on the campaign and thetarget audience – obviously we do notspeak to government officials in the sameway that we speak to our students – butthe personality behind those messagesshould be consistent throughout allcommunication, touchpoints, and materials.Think about how we as individuals adaptthe way we speak, depending on whetherwe are speaking to friends and colleagues,or the bank manager – we may use differentlanguage; we may also have a differentemotion; but we cannot change ourpersonality.16QM-1-D1-V8If you have any questions regarding anyof the guidance presented here, pleasecontact Natalija Prokopovitsj e tone we useillustrates we care.”Nina PurdeyDirector of Franchise ServicesWall Street English InternationalQM-1-D1-V817
2.0 Tone of voiceWall Street English Brand GuidelinesWall Street English Brand GuidelinesTone of voice 2.02.2Tone of voice / Objective2.2Tone of voice / ObjectiveCommunicating in the Wall StreetEnglish tone of voice is not optional.It is mandatory. It has to be. It’s nogood claiming, for example, that we’reapproachable if our language is not.“In the English language, it all comes downto this: Twenty-six letters, when combinedcorrectly, can create magic.”John GroganJournalist and writerIf we are to succeed in our goal to establishWall Street English as the world’s leadingbrand in English language learning, thenit is essential that we share a recognizabletone of voice. By writing, or speaking, in aparticular way, what we say becomes moreconvincing, and more engaging. The moreconsistent we are, the more likely thatpeople will understand what makes ourbrand unique.18QM-1-D1-V8QM-1-D1-V819
2.0 Tone of voiceWall Street English Brand GuidelinesWall Street English Brand GuidelinesTone of voice 2.02.2Tone of voice / Objective2.2Tone of voice / ObjectiveWhen thinking about the best way to talkto someone, it can be helpful to start bythinking about who we are. If Wall StreetEnglish was a person, what sort of personwould we be, and how might this shapethe way we speak?succeed with their English language goals.Confident – but not domineeringWe are experts in the field of Englishlanguage learning. We are intelligent withthe authority and credibility to inspire.We can take pride in the things we achieveand celebrate our students’ successes.We know what we are talking about.But we are not so relaxed that we areperceived as unprofessional.Educational – but not overly institutionalWe are a modern, international campus oflearning. And, underpinning our learningsyllabus, we want our students to treat usas a hub from which they can develop lifeexperiences and personal relationships.But we are not a stuffy old university.Approachable – but not overly familiarWe are personal, accessible, friendly, andinclusive. We are warm and welcomingto everyone who comes to us for help toProud of our heritage – but not stuckin the pastWe are proud of over 40 years’ experienceof delivering trusted English languageeducation.But we do not dwell on past achievements– we are always looking to what we canhelp our students achieve now, and how20QM-1-D1-V8But we are not arrogant, domineering, orpatronizing.QM-1-D1-V821
2.0 Tone of voiceWall Street English Brand GuidelinesWall Street English Brand GuidelinesTone of voice 2.02.2Tone of voice / Objective2.2Tone of voice / Objectivewe can help those students who are yet towalk through our door.All organizations must be able tocommunicate clearly. And for Wall StreetEnglish – a brand that wants to be known asthe premier provider of English languagelearning – it is even more important. Wemust speak and write clearly so thatour language is as easy as possible tounderstand.“I notice that you use plain, simplelanguage, short words and brief sentences.That is the way to write English – it is themodern way and the best way.”Mark TwainWriterBreak up long sentences with punctuation.Or, even better, keep them short.It is tempting to use complicated languageas a shortcut to sounding intelligent, orto use corporate jargon because we thinkother business people will take us moreseriously if we do.We want to break down barriers oflanguage, not build them up. Because ifpeople cannot understand us, why wouldthey trust us to help them be understood?22QM-1-D1-V8QM-1-D1-V823
2.0 Tone of voiceWall Street English Brand GuidelinesWall Street English Brand GuidelinesTone of voice 2.02.3Tone of voice / Do's2.3Tone of voice / Don'tsOur writing style should reflect our brandpersonality.credible and authentic. Read out loud everything that you write.It should be a conversation between twopeople. Explain the benefits of our courses, ratherthan just describe our services. Pay careful attention to correct spellingand punctuation (crucial for an Englishlanguage organization).DO Use the first person, and address youraudience directly, wherever possible, e.g.‘we’ or ‘you’ rather than ‘the organization’or ‘students’. Use short sentences that are simple andeasy to understand. Every word shouldhave a purpose. If it doesn’t, then it’s justpadding. Consider who you are talking to. AtWall Street English we talk to a varietyof audiences, both external and internal,from students and prospects to partners inPR, Media organizations and government.Different audiences will require differentmessages, but it is important to use thesame tone of voice. This will ensure we stayconsistent in our personality and appear24QM-1-D1-V8DON’T Use long formal words unless absolutelynecessary for the audience. Use business jargon (this is not to say wecannot use business-related terminology,which may help reassure our professionalcustomers of our expertise), e.g. we contactpeople, we don’t ‘touch base’ with them. Use acronyms without explaining whatthe acronym means when you first use it.QM-1-D1-V825
3.0 Brand dimensionWall Street English Brand GuidelinesWall Street English Brand GuidelinesBrand dimension 3.03.1Brand overview3.0Branddimension26QM-1-D1-V8The Wall Street English identity has beendesigned to represent the way we interactwith our students. It offers a humantouch, and can be tailored to give it reachdifferent audiences around the world.QM-1-D1-V827
3.0 Brand dimensionWall Street English Brand Guidelines3.2Visual toolkit overviewWall Street English Brand GuidelinesBrand dimension 3.03.2Visual toolkit overviewThere are five key elements that make up the new Wall Street English visual identity:logo, logomania, colour palette, typeface, and icons.Logos (please see page 34 for more details)Typography (please see page 72 for more details)Avenir NextLogomania (please see page 60 for more details)Icon style (please see page 98 for more details)a.b.c.Colour palette (please see page 68 for more details)28QM-1-D1-V8QM-1-D1-V829
3.0 Brand dimensionWall Street English Brand GuidelinesWall Street English Brand GuidelinesBrand dimension 3.03.3Brand philosophy3.3Brand philosophyThroughout the world hundreds ofpeople choose Wall Street English everyday, and open the door to a future full ofopportunities.our core brand idea and promise:Change Your Future with Wall StreetEnglish. The "Door" device is basedon the universal symbol of the speechbubble, which makes it an appropriateglobal brand for us. This device is alsoglobally adaptable to individual countryneeds as it allows localization withoutever disrupting our common globalbranding.—Our new brand identity takes anevolutionary but significant step forwardupdating the type style and adding anew visual element – the speech bubble.—The "Wall Street English" typography isbuilt on the existing brand identity, butfreshens and modernizes it. Togetherwith the "Door" device it provides auniversal symbol of who we are and whatwe do: We open doors for our studentsby teaching them to speak English.This is a clear visual representation of30QM-1-D1-V8QM-1-D1-V831
4.0 LogoWall Street English Brand GuidelinesWall Street English Brand GuidelinesLogo 4.0Contents D1-V8QM-1-D1-V8Wall Street English Master logoWall Street English Master logo / Positive and negativeWall Street English Master logo / MonochromeWall Street English Master logo / B&WWall Street English Secondary logo / Positive and negativeWall Street English Secondary logo / MonochromeWall Street English Secondary logo / B&WArabic logosProportion & exclusion zonesLogo misuseLogo minimum size33
4.0 LogoWall Street English Brand GuidelinesWall Street English Brand GuidelinesLogo 4.04.1Wall Street English Master logo4.1Wall Street English Master logoThe logo is made up primarily of two blocks:logo and lettering. The pen strokes arefresh, rounded and geometrically imperfectto give the logo a "human" feel. The coloursrecall the Union Jack and therefore theEnglish language. When presented with aspeech bubble that opens in perspectiveto form a door to the world, you can't helpbut think about the opportunities offeredby the English language – about the doorsthat are opened and the opportunities toconnect with different cultures.—Wall Street English opens itself to theworld and unifies the world under a singlelanguage.The Master logo is the official Wall Street English logo. It appears on a WHITE backgroundin the positive version and on a WSE BLUE background in the negative version. This isthe standard and prefered logo to be used. Only in specific cases is it possible to use theMonochrome logo (please see page 40 for more details) or the B&W logo(please see page 42 for more details).34QM-1-D1-V8QM-1-D1-V835
4.0 LogoWall Street English Brand GuidelinesWall Street English Brand GuidelinesLogo 4.04.2Wall Street English Master logo / Positive4.2Wall Street English Master logo / NegativeYou are advised to always use the positive version of the Master logo on a WHITEbackground in order to leave the contrast between the marks unchanged.You are advised always to use the negative version of the Master logo on a WSE BLUEbackground in order to leave the contrast between the marks unchanged.Only in exceptional cases, and only with pre—approval from the WSE InternationalMarketing Team, can the logo be positioned on a differently coloured background.Only in exceptional cases, and only with pre—approval from the WSE InternationalMarketing Team, can the logo be positioned on a differently coloured background.01010202030301 OutlineWSE BLUE3602 "Door" gapWSE RED03 "Door"WHITE01 OutlineWHITEQM-1-D1-V8QM-1-D1-V802 "Door" gapWSE RED03 "Door"WSE BLUE37
4.0 LogoWall Street English Brand Guidelines4.3Wall Street English Master logo / MonochromeWall Street English Brand GuidelinesLogo 4.04.3Wall Street English Master logo / Monochrome / Colour suggestionsThis is an outline version of the Master logo. As this version has only one colour, it issuitable for use with the entire Wall Street English colour palette and also in exceptionalcases when the background does not use one of our range of colours.You are advised to use the WSE BLUE outline when the background colour is light and theWHITE outline when the background colour is dark. In some cases the background colourmay permit either the WSE BLUE or the WHITE outline, as shown on the next page.WSE REDWSE CYAN0102WSE LIGHT BLUE03WSE PEACH01 OutlineWSE BLUE02 "Door" gapTRANSPARENT03 "Door"TRANSPARENTWSE SKIN38QM-1-D1-V8QM-1-D1-V839
4.0 LogoWall Street English Brand Guidelines4.4Wall Street English Master logo / B&WWall Street English Brand GuidelinesLogo 4.04.4Wall Street English Master logo / B&WThis is a black and white version of the Master logo in which the colours have beenconverted into grey scale, with WSE BLUE becoming 100% black and WSE RED 50%black. This version has been created for fax sheets and black & white print–outs.01The B&WWall Street Englishlogo can only beused for facsimilesand B&W printers.020301 Outline100% BLACK4002 "Door" gap50% BLACK03 "Door"WHITEQM-1-D1-V8QM-1-D1-V841
4.0 LogoWall Street English Brand GuidelinesWall Street English Brand GuidelinesLogo 4.04.5Wall Street English Secondary logo / Positive4.5Wall Street English Secondary logo / NegativeThe Secondary logo is the alternative version of the Master logo. It is used in exceptionalcases when, for example, we have to apply the logo to a very large format and for purelyaesthetic reasons it has been decided to use this version. You are advised always to use thepositive version on a WHITE background in order to leave the contrast between the marksunchanged.The
Wall Street English Brand Guidelines A global brand 1.0 12 QM-1-D1-V8 1.0 A global brand Wall Street English Brand Guidelines QM-1-D1-V8. 2.1 Tone of voice 2.0 Tone of voice Our brand values determine who we are and how we should act as an organization. And at Wall Street English we lead, we
asha 2016. pennsylvanya convention center market street race street arch street sansom street chestnut street vine street filburt street 18 th street 17 th street 16 th street 15 th street broad street 13 th street 12 th street 11 th street 10 th street 9 th street 6 th street independence mall e 7 th street 8 th y street penn square jfk blvd
2.0 Tone of voice Wall Street English Brand Guidelines Wall Street English Brand Guidelines Tone of voice 2.0 QM-1-D1-V10.3 QM-1-D1-V10.3. 2.5 Don'ts It is tempting to use complicated language as a shortcut to sounding intelligent, or to use corporate jargon because we think
brand foundation. brand application. 1.1 the meaning of a brand 04 1.2 brand promise 05 1.3 brand pillars 06 1.4 brand character 11 1.5 centering idea 12 1.6 brand (ethos) declaration 13 4.0. contact. contact 55. 2.0. brand elements. 2.1 logo explaination 15 2.2 logo 16 2.3 brand voice 26 .
Strategic Brand Management Exeter MBA and MSc –Day 2 Brand Strategy Jack Buckner Aaker’s Brand Identity System BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION The part of the brand identity and value pro
brand equity, brand image, brand personality and brand extension. 2. Brand Extension. Brand extension is a marketing strategy in which new products are introduced in relation to a successful brand. Various experts have defined brand extensions differently . though, these definitions look quite similar. Kotler and Armstrong (2002) defined brand
Brand values help to remain true to your brand values and will increase employee engagement. Benefit 2 Brand values make your brand more memorable. Benefit 3 Brand values will create deep emotional connections with your audience. Benefit 4 Brand values will maintain brand authenticity. Benefit 5 Brand values will guide everyone on your team .
brand awareness, brand association, perceived quality and brand loyalty to estimate brand equity [11]. Reference on Aaker, we define brand asset with four dimensions: brand awareness, brand association, perceived quality and brand loyalty. Brand awareness is the ability to consumers or potential consumers to realize relationships between a certain
organizations based on the Baldrige Excellence Framework, examiners develop skills that can be applied at their own organizations, including analysis, consensus- building, team-building, interpersonal relations, written communication, interviewing, and systems thinking. The following is the fee structure for 2020 examiner training: First year examiner - 425 Second year examiner - 225 .
