Branding Guidelines

Global Entrepreneurship Week Visual Identity Guidelines

Content 3. Introduction 4. About Global Entrepreneurship Week - Vision 5. About Global Entrepreneurship Week - We will seek to 6. Our Logo

22. Co-branding 23. Sponsor logos positioning 24. Hosts and National Sponsors positioning 25. Photography

7. The Strapline

26. Design Examples - Poster

8. The Domain and Website

27. Design Examples - Leaflet

9-13. Our Logo - Primary, Secondary, and Tertiary Versions

28. Design Examples - Stationary

14. Our Logo - Additional Information

29. Design Examples - Further Examples

15. Our Logo - Dimensions 16. Our Logo - Colour 17. Our Logo - Incorrect Usage 18. Colour 19. Type - Corporate Typeface 20. Type - Usage 21. Type - Usage Alternative

30. Further Information - contact information

Introduction These guidelines define the basic rules of how to reproduce the ‘Global Entrepreneurship Week’ visual identity. It is important that these guidelines are used consistently in every piece of communication produced.



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About Global Entrepreneurship Week Vision For one week, millions of young people around the world

many others will participate in a range of activities -

will join a growing movement to generate new ideas and

online and face-to-face - to harness the energy of

to seek better ways of doing things. Dozens of countries

social networking, to connect people taking action in

are coming together for the first time to host Global

their local and global communities and to celebrate

Entrepreneurship Week, a global initiative to inspire

entrepreneurship across the globe.

young people to embrace innovation, imagination and creativity. To think big. To turn their ideas into reality. To make their mark.

of everyday life, engaging young people in school, at home, on the web and at work. Through this initiative,

From November 17 - 23, 2008, Global Entrepreneurship

the next generation of entrepreneurs will be inspired

Week will connect young people everywhere through

and emerge. In doing so, they will begin to acquire the

local, national and global activities designed to help them

knowledge, skills, networks and values needed to grow

explore their potential as self-starters and innovators.

innovative, sustainable enterprises that have a positive

Students, educators, entrepreneurs, business leaders,

impact on their lives and the lives of those around them.

employees, non-profit leaders, government officials and

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Global Entrepreneurship Week will blend into the fabric

About Global Entrepreneurship Week Global Entrepreneurship Week will seek to: Inspire: Introduce the notion of enterprising behavior to as many young people under the age of 30 who otherwise might no have considered it as a path in their life Connect: Network young people across national boundaries in a global effort to find new ideas at the intersection of cultures and disciplines Inform: Demonstrate that the drive to nurture enterprising talent needs business, education, government, voluntary organizations and the media to work together - no single sector or organization working in isolation can create opportunities on this ambitious scale

Mentor: Enlist active and inspirational entrepreneurs around the world to coach and mentor the next generation of enterprise talent as they pursue their entrepreneurial dreams Engage: To inform opinion leaders and policy makers that entrepreneurship is central to a nation’s economic health and culture and to provide different nations with the opportunity to learn from each other on entrepreneurial policy and practice.

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Our Logo The Global Entrepreneurship Week ‘compass’ represents the intersections of ideas, cultures, information, people and places. The array of vibrant colours that radiate out through the circular band give a sense of diversity, variety and optimism. The full colour spectrum also symbolizes the inclusive international reach of Global Entrepreneurship Week. The logo represents a navigator providing direction and guidance. The nature and language of the information can be altered according to purpose using a range of different ‘typographic spokes’. This provides flexibility and ensures the compass appears consistently across a range of applications. The rounded typeface adds a human, tactile element which, when used in combination with colour, results in a dynamic, energetic logo. It is preferred that the logo not be translated. However, if you have concerns about this, please contact Mark Marich at [email protected] to discuss other options.

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The Strapline The Strapline for Global Entrepreneurship Week is ‘unleashing ideas.’ In written form, the strapline can be translated to the native language for that country. The translation does not have to be direct, it is more important to find a corresponding expression that essentially means the same. Verbs like ‘releasing’ or ‘setting free’ are common enough and appear in every language and will provide suitable alternatives to ‘unleashing ideas’. In written form, shorthand for ‘Global Entrepreneurship Week’ should be ‘the Week’ not GEW.

unleashing ideas 7

The domain for the Global Entrepreneurship Week website is www.unleashingideas.org. This website will serve as a central source for information about the initiative, including highlights from participating countries. In the event that a Host feels that the domain is a significant barrier to generating awareness in its country, it may be allowed to promote a translated, local domain (e.g. www.tiresuasideiasdopapel.org.br in Brazil) as the main point of entry as long as it agrees to transfer ownership of the domain to the team planning Global Entrepreneurship Week. The domain would then be pointed either to the homepage or directly to the appropriate country page – e.g. www.unleashingideas.org/country/brz. For all domain transfers, the Host would maintain the rights to use that domain on all materials for as long as it is affiliated with Global Entrepreneurship Week. Hosts interested in promoting a translated domain in their country should contact Mark Marich – [email protected] – to initiate the process.

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unleashingideas.org

The Domain and Website

Our Logo Primary Version The primary version of the Global Entrepreneurship Week logo contains four spokes. This is the primary version of the Global Entrepreneurship Week Logo; in CMYK for print applications, RGB for screen based applications and a greyscale version of the logo.

CMYK

RGB

GREYSCALE

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Our Logo Secondary Versions: Date The secondary version of the ‘Global Entrepreneurship Week’ logo contains five spokes. The fifth spoke can contain additional information such as the event year.

CMYK

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RGB

GREYSCALE

Our Logo Secondary Versions: Verticals The logo can be used with a theme of an activity eg. ‘CleanTech’ as a fifth spoke for an an activity about renewable energy This information is colour coded according to the adjacent colour within the compass

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Our Logo Secondary Versions: Countries • The fifth spoke of the logo should be adapted by hosts to recognize their country. • The country hangs off the compass on the left hand side of the logo. • We recommend that the country is coloured in the national colour. • The name of the country is uppercase. • When it is necessary to add a year this is done by adding ‘08’ to the end of the country. • In written form it should include a slash then the country eg. ‘Global Entrepreneurship Week/Brazil’.

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Our Logo Tertiary Version On rare occasions it maybe necessary to use the logo with six spokes. We would recommend that this is avoided if possible as it over loads the logo with a lot of information.

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Our Logo Additional Information As time comes closer to ‘the Week’ it may become necessary to add additional information. This page shows examples of how this is achieved. The line protects our logo from the additional info and we now have four lines to add extra information. The top two lines always say ‘Global Entrpreneurship Week’ the next two lines can be adapted to add information such as city, date, venue and event title.

Elevator Pitch Contest 24

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Our Logo Dimensions MINIMUM SIZE A minimum size version of the logo has been produced. This should be used when the logo needs to be used at a small size or in conjunction with other logos. The logo has been adapted to ensure clarity. The Wordmark has been rotated and made 100% black to help legibility. The minimum size logo can be used at is 30mm width

EXCLUSION ZONE The exclusion zone is the minimum area around the logo that must remain clear of any typography or other graphic elements. Taking the Letter ‘E’ from the word ‘Entrepreneurship’ and duplicating it five times gives you the zone where no other graphic elements can appear.

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Our Logo Colour Full Colour Version: On a white background When used with a white background the colour version of the logo must be used

On a colour background: The logo can also be printed on a background containing a solid colour. Care should be taken when combining colours to ensure the logo remains legible. The colours for the compass should remain the same but the wordmark can be reversed out of the colour to help legibility.

On an image: When used on an image the logo must be placed on a part of the image that is not busy.

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Our Logo Incorrect Usage 1. Do not distort the logo 2. Do not reproduce logo in outlines 3. Do not fill the logo with a photo 4. Do not place over a busy area of an image 5. Do not rotate the logo 6. Do not change the colours of the logo 7. Do not use the logo without text unless it appears in conjunction with the main logo, see page 28 for example of this. 8. Do not add a seventh spoke to the logo 9. Do not use the logo without the URL

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Colour The ‘compass’ is made up of band of colours. Here you will find a breakdown of the colour values for both CMYK and RGB. The final colour value is a dark grey used in the wordmark.

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Type Corporate Typeface The corporate typeface, is Vag Rounded this is a rounded typeface that is both friendly, contemporary and legible. This fits with the forward thinking optimism of the ‘Global Entrepreneurship Week’ brand.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Vag Rounded Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Vag Rounded Bold

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Type Usage The weight of Vag that is predominantly used in any communications for ‘Global Entrepreneurship Week’ is ‘Vag Rounded Light’. Although ‘Vag Rounded Bold’ can be used

Titles and Headlines

Vag Rounded Light

sparingly to pick out key points in body copy. Headlines are written in upper and lowercase.

Body Headlines Vag Rounded Light

*Never apply effects such as drop shadows, blurs and outlines to any typeface. The font is available to buy from: www.linotype.com/1571/vag-family.html

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Body text with bold text Vag Rounded Light and Vag Rounded Bold

Type Usage Alternatives The font Vag Rounded is an integral part of the branding for Global Entrepreneurship Week and should be used wherever possible.

Titles and Headlines

Helvetica

Body Headlines Helvetica

If, however, a host country is unable to obtain Vag then the font Helvetica maybe used.

Body text with bold text

Helvetica and Helvetica Bold

Titles and Headlines

Arial

Body Headlines Arial

Body text with bold text Arial and Arial Bold

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Co-branding From time to time there may also be a need to include the logos of other supporters along side the Global Entrepreneurship Week logo. In these instances, the Global Entrepreneurship Week logo is rotated so all the type is horizontal. The URL (which should always be included) hits the same baseline as the other logo(s). The exclusion zone around the logo acts as a guide for the distance between all subsequent logos. The Global Entrepreneurship Week logo should always be positioned first when displayed in this fashion.

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Global Sponsor logos positioning This is an example of how Global Sponsor logos are positioned in relation to the full Global Entrepreneurship Week logo. • Logos are aligned to the left edge of the Global Entrepreneurship Week logo and spaced equally. • When more than four logos are need to be shown the logos should be split over two lines. • If there is an even number of logos then split them so there is the same amount on each line. • If there is an odd number of logos split them so the line with the most amount of logos is the bottom line. • Global Sponsor logos are to be included on global outreach and marketing materials.

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Hosts and National Sponsors Positioning Host logos – and those of any National Sponsors that it recruits – can be integrated into country-specific materials promoting Global Entrepreneurship Week. Hosts are asked to recognize Global Sponsors on their own country-specific materials, size permitting. However, it is understood that the Host logo and logos of any National Sponsors secured by the Host would likely be given prominent placement on those materials. This is an example of how Host and National Sponsors could be recognized, with the country-specific Global Entrepreneurship Week logo the most visible logo on the page. Hosted by

Globaly Presented By

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Sponsored by

Photography Photographic images should always be of a professional quality. They should be engaging and uncluttered with areas for placing type. The themes of the photography should be metaphorical evoking the spirit of Global Entrepreneurship Week.

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Design examples Posters This simple grid shows how a poster can be designed. An overlay of a colour with curved edges can be used to protect typography.

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Design examples Leaflet All communication needs to reflect the strength and confidence of the brand. Type is an important tool in achieving this. Designs should be bold and avoid using any unnecessary elements that may cause distraction.

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Design examples Stationary

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Design examples Further examples

bag

t-shirt (front/back)

banner

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Further information For further information about branding for the initiative, please contact: Mark Marich [email protected] For general information about the initiative, please contact: Brenden Chaney [email protected] Chris Spavin [email protected] If you do not already have a design firm and needtechnical assistance, we recommend: Why Not Associates www.whynotassociates.com [email protected]

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Global Entrepreneurship Week 2300 M Street, NW, Suite 900 Washington DC 20037 T +1 202 467 2771 or 6 Mercer Street Covent Garden London WC2H 9QA T +44 20 7497 4048