Pearson brand architecture: Naming and design guidance for Endorsed branded offerings and components
July 2018 2 Endorsed branded offerings Before you begin
Welcome to the naming and design guidance for Endorsed branded offerings. Our approach is affected by some important brand architecture considerations, so it’s essential that you first read the“Understanding our brand architecture” document, which you can download from the brand hub.
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Pearson brand architecture:
Pearson brand architecture: Naming and design Understanding our guidance for Endorsed brand architecture branded offerings and components
March 2018 March 2018
Please read the above document before proceeding any further. 3 Endorsed branded offerings Introducing our naming and design guidance
Proudly endorsed by Pearson
Now that you understand why brand architecture is so important to Pearson, and how we implement it, it’s time to begin creating your Endorsed branded offering.
This document provides an overview of the naming and visual principles that underpin our Endorsed branded offerings—a diverse group of products and services appealing to millions of learners across the world.
Once you have read this document, please ensure that you reach out to the relevant brand team colleagues, who will help you take the next steps in the process and can provide all the relevant guidance and materials you will need. 4 Contents
Introduction to naming at Pearson 5 The importance of naming to our brand architecture and the processes we use
Naming principles and usage 11 How to ensure that we create and use names in the most effective way
Design guidance 15 The visual principles we apply to our Endorsed branded offerings and how we ensure alignment but with clear distinction
Design detail 22 The finer design features we need to remember
Components 24 The naming and visual guidance we follow
Get in touch 30 Where to go next and who can help 5
Introduction to naming at Pearson 6 Introduction Our brand architecture and naming strategy
First, let’s understand a few important points about naming in an organization as large as Pearson.
• We have thousands of offerings, so logical naming is essential to help people find what they’re looking for.
• Trademark protection and brand development are extremely costly. So in order to reduce legal and marketing costs, avoid legal conflicts, and strengthen the Pearson brand, our goal is to maintain only as many distinct brands as necessary.
• Names don’t live in a vacuum. They are often surrounded by the names of adjacent Pearson offerings, so they need to work hard to help people understand what they’re about.
• We prioritize generic and descriptive names that promote clarity and help the Pearson brand.
Generally, we use straightforward names and avoid names that would require significant marketing support to seed and establish in the marketplace. 7 Before you start Working with our subject matter experts
Our naming approach was developed as part of the brand architecture work, the result of rigorous development by the brand team and global stakeholders across Pearson.
If you are renaming an existing offering or exploring names for new offerings, you should ensure that Pearson’s subject matter experts Brand team (SMEs) are part of the process. From the outset, the following teams must be part of all your decision-making:
Brand team [email protected] Legal team Legal team trademarks@pearson.com
Marketing team Please check with your marketing team. Marketing team 8 Naming process overview Phases and key interaction points
Strategy First, ensure that you know into which category your offering fits within our Pearson brand architecture, as this will dictate the type of name it receives. Visit the brand hub for more information about our brand architecture. 1 Strategy Visit the brand hub Creative Following the guidance in this document and the Naming Brief, develop your potential name candidates. For large or complex naming projects, Creative the best practice approach is to commission a specialist naming agency for the task. The brand helpdesk can provide details of recommended naming agencies.
Evaluation Evaluation Contact the legal team and marketing team Once you have developed your potential name candidates, contact the legal team, which will provide you the Information Gathering Form and the Trademark Search Request Form. Once completed, New Name return these to the legal team, which will notify you of their results. You can then work with your team to choose the final name selection.
If you need help, please contact the brand helpdesk. 9 The naming spectrum Understanding where Pearson names fit
1 Pearson offerings and components aligned to the complete naming spectrum
Pearson does NOT Master branded offerings Pearson Sub branded and Endorsed create names at this and components fit here branded offerings fit here end of the spectrum
Generic or descriptive names Suggestive or Arbitrary names Invented names evocative names
To support our shift to a branded house, we create more generic or descriptive names than any other type
• Efficient to create and maintain • Resource intensive to create and maintain • Require minimal marketing costs to define, seed, and support • Require significant marketing costs to define, seed, and support • Less unique or differentiating • More unique or differentiating 10 The naming spectrum Understanding where names fit
Pearson offerings and components aligned to the complete naming spectrum
Pearson does NOT Master branded offerings Pearson Sub branded and Endorsed create names at this and components fit here branded offerings fit here end of the spectrum
Generic or descriptive names Suggestive or Arbitrary names Invented names evocative names Use real words aligned with their dictionary definitions and are Use real words or These do not use real coinages that are words but are invented typically grounded in the category. Composed of real neither descriptive nor fabrications that work to words or coinages immediately suggestive communicate via their Clearly describe the offering and often include words that represent that are suggestive of of the offering or its sound and intonation. its core characteristics or purpose. an offering’s category, characteristics. functional attributes, Examples of Often feature multiple words, usually between two and four words. qualities, etc. but do Examples of offering names: not directly describe offering names: - EQUELLA May be truly generic or may simply use a collection of generic terms arranged the offering. - Peachpit - Vango in a unique way to describe the offering. - Avocet - Sams Examples of - Wizard Examples of offering names: offering names: - Workforce Education - Learning Catalytics - Developmental Test of Visual Perception - Mastering - Work Sampling System - Top Notch - Online Learning Exchange - Propero - Versant Examples of component names: - Revel - Writing Space - eLibrary Access 11
Naming principles and usage 12 Naming principles Endorsed branded offerings mostly arrive through acquisitions and won’t require Important considerations naming. We create new Endorsed branded or Pearson Sub branded offerings only very rarely.
1 Take a customer-centric perspective Consider what the name needs to accomplish for your customers.
Ensure that names are not too similar to those 2 already in use across Pearson When multiple Pearson offerings use the same or similar names, it creates confusion for our customers. The legal team will be able to help verify your names for you.
Suggestive Evocative Arbitrary 3 Use common industry language when possible Make the name immediately understandable for our customers.
More grounded Less grounded Choose names that are suggestive or 4 evocative of the offering Use real words or coinages that suggest the function of the offering or are evocative of a benefit of the offering (e.g., TalentLens, Connexus).
Arbitrary names are sometimes appropriate, 5 but always avoid invented names Pearson does not create invented names that are not real words (e.g., not Kodak, Exxon, or Hulu). 13 Naming principles Important considerations
6 Minimize trademark risks Protecting and enforcing trademarks involves huge cost and effort for Pearson. Always submit names to the legal team for clearance before proceeding.
7 Think about international implications Names must consider global languages and cultures, so always check with the marketing team before use.
8 Consider digital location / URL The website address for your product will depend on a host of factors. Please contact [email protected] to discuss your options and ensure that the address doesn’t conflict with our existing addresses. 14 Naming usage Endorsed branded names in titles and copy Student Stories: Sunshine Yellow from the Pearson Find out what Master brand brought in to warm up it’s like to study at a Wizard school. 1. In relation to the Pearson logo the palette. Used in lightNames touches are never across locked up to the Pearson logo. Instead,Have Fun: 1 earn en s t r s the brand. they appear above the text “by Pearson” a es and t eatre Find out more Inglês que inspira • The association between Pearson and each Endorsed branded offering is highlighted through Learn to speak English Muito além de Student Stories: experiências in two years or continue em inglês the “by Pearson” endorsement in each logo. Find out what É uma verdadeira it’s like to studylearning for free construção de valores • The Endorsed branded offering name is not locked at a Wizard school. wizard.ofical | wizard.com.br up with the Pearson logo (Pearson name and Find out more
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Ugia ditatiur sed est pelique cus eic temoloreius erepudi years or continue Bilingual in two denime minto velecaecto evelique dem Find out more Bilingual in two volum dolorum quosam, cus. magnam, core cusandelent. magnam, core cusandelent. onemped ipsantium debit, ea destibus learning for free.Our Schools Our Promise Contact Us Hello! ducilignis dollecus solupta consed ut Student Stories: years or continue years or continue denime minto velecaecto evelique dem volum dolorum quosam, cus. I’m here Find out what it’s Exerum cus venis sam eum ero od Hello! learning for free. milia pelique cus eic temoloreius learning for free. Dolorem. Ugia ditatiur sed est magnam, erepudi onemped ipsantium debit, core cusandelent. Duciae quis pratis like to study at a ea destibus ducilignis dollecus. to help veleseq uiante rehendi psapedi Our Promise: www.wizard.br.com www.wizard.br.com psapereria voluptu rectiunt, quia inctae. I’m here Et asi sin non pediae cus, nonsequunt. Wizard school. 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Wizards ambition to give Learn to speak English Find out what makes us Wizard Strategy and key visual elements Overvieweveryone a bilingual > voiceHow it inall two yearsgoes or continue togetherthe number one language 9 Learner Stories: learning for free school in South America Exerum cus venis sam eum ero od milia Learn to speak English pelique cus eic temoloreius erepudi onemped ipsantium debit, ea destibus The Journey to Find out more Find out more Find out more ducilignis dollecus solupta consed ut in two years or continue denime minto velecaecto evelique dem volum dolorum quosam, cus. Exerum cus becoming bilingual learning for free venis sam eum ero od milia pelique cus eic temoloreius erepudi onemped. isn’t a fast one, but the rewards make Wizards ambition to give Learn to speak English Find out what makes us “Without Wizard everyone a bilingual voice in two years or continue the number one language I’d never have the effort worth it. Discover studying at learning for free school in South America realized my dream a Wizard school. of travelling the world” ExpertFind Advice: out more Find out more Find out more First Name Surname Find out more
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www.wizard.br.com www.wizard.br.com 17 Design guidance In some cases, Endorsed branded offerings will need to maintain aspects of their Key visualUsing elements the elements to create visual distinction existing (pre-endorsement) visual identity that resonate well with their customers.
OverviewPrimary elements Logo Typography Color Photography A set of holding shapes Overview This page showsAll Endorsed the branded key offerings use a logo Primarythat elementsEndorsed branded offerings can use only the Endorsed branded offerings align to colors from the Endorsed branded offerings can use or commission derived from the Dom includes a symbol and their name locked with “by Pearson brand fonts (Playfair Display or Open Pearson brand palette whereverKey possible visual to define elementstheir own photography style appropriate to their Bosco symbol help frame elements whichPearson.” make No other up lock-ups, the logos, or logotypesLogo Sans)Key within visualtheir materials. elements Typography their own unique colorColors palette. This provides visual Photographymarket, audience, and offering, following the How it all comes together imagery and hold text Dom Boscomay visual be used. identity. distinction within their marketplace.Overview principles set out in our Photography Guidelines. Overview Images from the Pearson photographic library can Primary Primary Primary also be used. Our elements are playful, This page shows the key Primary elements This page shows the key Primary elements colourful, dynamic, We’ll be with you every elements which make up the Logo Typography Colors Photography and engaging. elements which make up thestep of theLogo way on your Dom BoscoTypography visual identity. Colors Photography A set of holding shapes Dom Bosco visual identity. Priority Overview Symbol for learning journey Primary Primary derived from the Dom accents Our elementsPrimary are playful, Primary social media Our elements are playful, Find out ore Bosco symbol help frame Endorsed Brands Secondary Priority colourful, dynamic, colourful, dynamic, How it all comes together imagery and hold text Accents Accentsand engaging. and engaging. Find out more Dom Bosco by Pearson Supporting you Secondary Priority Secondary Priority every step of the We’ll be with you every Accents Accents way with unique Secondary elements Accents ways of learning Strategy and key step of the way on your Symbol for Illustrations Pictograms,learning infographics, journey and icons Patterns Holding devices Accents Geometric shapes can also Accents social media SecondaryvisualIllustrations elements from the master elements brand or Pearson Our EndorsedFind branded out ore offerings can use any of the Pearson Patterns from the master brand or Pearson Endorsed branded offerings can develop be produced as 3D shapes Sub branded offering libraries must not be used. pictograms, icons, and infographic styles from our respective sub brand libraries must be used. Endorsed their own holding devices and graphic to create playful furniturePictograms Our Endorsed branded offerings canHolding source or Shapes libraries or templates,Patterns as well as create their own. The colors Sistemabranded deSecondary Ensino offerings Stamp can elements create custom Iconographyshapes as part of their unique visual commission illustrations relevant to their offering canSecondary then be adapted elements to suit the specific palette of the offering. patterns relevant to the nature of their language. andApril chosen 2017 color palette. All new illustrations should offer, Pictogramsusing colors suitable to their palette. Holding Shapes Patterns Sistema de Ensino Stamp Iconography Find out more follow the principles in our Illustration Guidelines. Pictograms Holding Shapes Patterns Sistema de Ensino Stamp Iconography Find the magic in Supporting you every step of the each child, bring way with unique out the best in ways of learning every student Learning thatContact Us Find out ore Geometric shapes can also Events prepares students Contact Us Contact Us Events be produced as 3D shapes Contact Us Events to create playful furniture for the road ahead Get your students involved in The perfect learning a sistema that not only teachesPhoto but prepares each individual. balance between do osco.co . r Find the magic in knowledge & imagination Photo News Photo News Lorem ipsum dolor sit amet, consectetuer each child, bring adipiscing elit, sed diam nonummy nibh eui Photo News out the best in smod tincidunt ut laoreet dolore magna Find out ore every student News Training days Playful geometric pictograms 2015 Results 2015 Results Learning that Find out ore created from the shapes of the Events + prepares students Dom Bosco symbol can be used to create playful andDom engaging Bosco forStrategy the and road key visual ahead elements Key visual elements Dom Bosco Strategy and key visual elements Key visual elements 7 7 Colour palette dominated Accent colours communcations. Get your students involved in The perfect learning a sistema that not only teaches by blues and turqouise Dom Bosco Strategy and key visual elements Key visual elements but prepares each individual. 7 Holding shapesbalance between derived from the shapes in the Dom Bosco symbol are elementsknowledge that can & imagination be used across collateral as a surface pattern and to do osco.co . r Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh eui hold imagerysmod tincidunt ut laoreet dolore magna
Find out ore News Training days Playful geometric pictograms 2015 Results 2015 Results + created from the shapes of the Dom Bosco symbol can be used to create playful and engaging Colour palette dominated Accent colours communcations. by blues and turqouise Holding shapes derived from the shapes in the Dom Bosco symbol are Come rain or shine, The perfect learning balance The shapes from elements that can be used across collateral as a surface pattern andbetween to reason and intuition, we are with you every the symbol can be Watch your school grow hold imagery knowledge and imagination, step of the way evaluation and learning. playful alongside and students flourish Dom Bosco Sistema De Ensino with Dom Bosco Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, body copy where provides teachers with continual consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed training development and online diam nonummy nibh euismod diam nonummy nibh euismod support communities throughout tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna relevant i.e., they aliquam erat volutpat. Ut wisi aliquam erat their careers for today, tomorrow enim ad minim veniam, quis and the road ahead nostrud exerci tation ullamc Volutpat. Ut wisi enim can be used as do osco.co . r orper suscipit lobortis nisl ut ad minim veniam, quis nostrud aliquip ex ea commodo exerci tation ullamcorper sus consequat. cipiting lobortis nisl ut aliquip quotation marks ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed Lorem ipsum dolor sit amet, diam nonummy nibh euismod consectetuer adipiscing elit, sed tincidunt ut laoreet dolore magna diam nonummy nibh euismod The perfect learning balancealiquam erat volutpat. Ut wisi tincidunt ut laoreet dolore magna Come rain or shine, enim ad minim veniam, quis aliquam erat volutpat.The Ut wisi shapes from nostrud exerci tation ullam enim ad minim veniam, quis between reason and intuition,corper suscipit lobortis nisl ut nostrud exerci tation ullam we are with you every aliquip ex ea commodo corper suscipit lobortisthe nisl ut symbol can be Watch your school grow knowledge and imagination,consequat. aliquip ex ea commodconsequat. Open sans is the step of the way and students flourish evaluation and learning. playful alongside primary typeface, Dom Bosco Sistema De Ensino with Dom Bosco Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, body copy where provides teachers with continual consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed it is clear and legible training development and online diam nonummy nibh euismod diam nonummy nibh euismod support communities throughout tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna relevant i.e., they aliquam erat volutpat. Ut wisi aliquam erat their careers for today, tomorrow enim ad minim veniam, quis and the road ahead nostrud exerci tation ullamc Volutpat. Ut wisi enim can be used as do osco.co . r orper suscipit lobortis nisl ut ad minim veniam, quis nostrud aliquip ex ea commodo exerci tation ullamcorper sus consequat. cipiting lobortis nisl ut aliquip quotation marks ex ea commodo consequat. 10 Lorem ipsum dolor sit amet, 11 consectetuer adipiscing elit, sed Lorem ipsum dolor sit amet, diam nonummy nibh euismod consectetuer adipiscing elit, sed tincidunt ut laoreet dolore magna diam nonummy nibh euismod aliquam erat volutpat. Ut wisi tincidunt ut laoreet dolore magna enim ad minim veniam, quis aliquam erat volutpat. Ut wisi Cropping larger areas of the pattern Single heroic pictograms offer an alternative when imagery nostrud exerci tation ullam enim ad minim veniam, quis corper suscipit lobortis nisl ut nostrud exerci tation ullam aliquip ex ea commodo corper suscipit lobortis nisl ut creates impact on single surfaces is not appropriate consequat. aliquip ex ea commodconsequat. Open sans is the primary typeface, Dom Bosco Strategy and key visual elements Overviewit is clear and legible 9
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by Pearson by Pearson 19 Design guidance Transition example
COC logo design development V14 Proposed visual identityThe with example new logo Endorsed branded No gradients in logo offering shown here is COC. Below are Before: coc the visual identity toolkit elements that We envisage a transition to using havemore been transitionedS are to create the Si tema COC En ino of the Pearson elements, i.e. using the De ember at ntes de os portugueses descobrirem o Brasil, os ndios abitavam Playfair Display and Open Sans font.new COC visual identityestas terras. and amos con ecer um pouco materials. da cultura tradicional deles? Oi! Vamos explorar coc Logo a nossa cultura! The COC logo has been simplified Descobrir onde o COC pode and now includes “by Pearson” beneath levá-lo COC and key Strategy visual elements Futuros together comes all it How overview identity Visual S are Saiba mais visita the name. See page 23 for more detail. www.coc.com.br Calouros
Descobrir Colors by Pearsononde o COC pode levá-lo 14 . AUDITÓRIO Green has been retained for recognition Visual identity overview Tell me more How it all comes together and continuity but now consists of a coc Pensando sempre no futuro green from the Pearson palette. coc Photography and pictograms Existing imagery has been retained
alongside newly commissionedVisual identity overview overview identity Visual Teatro coc Nome do Colaborador Cargo do Colaborador photography following the [email protected] in After: How16 90123 4567 it all comes together the Pearson Photography Guidelines.Endereço Nome da Rua, 123 Bairro • Cidade • UF 01234 567 16 0123 4567 Typefaces Sistemas de Ensino The Pearson brand typefaces Open Who we are Sans and Playfair Display are used
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Alunos Patterns preparados para os vestibulares Banners Artes - Premium Banners Artes - Básico New patterns have been created, based e para a vida! FORMATO: 100 x 180 cm. FORMATO: 100 x 180 cm. ESPECIFICAÇÕES: quadro em estrutura de metalon ESPECIFICAÇÕES: banner em lona fosca impressa 37 Sistemas de Ensino com lona impressa e tensionada e moldura prata. com acabamento em tubo, ponteira e cordão. on the new symbol within the logo. Legal | Accessibility | Privacy Policy This website uses cookies. Continuing to use this website gives consent to cookies www.togetherdesign.co.uk Togetherbeing used. For more Design information 2017 please 6 see our cookie policy Holding shapes © Pearson PLC COC Strategy and key visual elements Visual identity overview 9 The circular visual language has been retained in the form of holding shapes that can contain messages and simple illustrations. 9
COC Strategy and key visual elements Visual identity overview 9 20 Design guidance Creating the tools you need
Content Our brand Our brand strategy Strategy and key visual elements Introduction Our brand at a glance Introduction 3 Sistema de Ensino 24 This is a summary of the Our vision Empowering human progress through learning Application 25 At the beginning of this year we unveiled our new global identity for the Pearson brand. Recent building blocks upon which Our brand strategy 4 our brand strategy is built. research suggests that advocacy for education companies is driven by its products and services – Our brand at a glance 5 Holding shapes 26 These elements influence how To develop citizens that are capable of understanding, Our mission Endorsed Brands Overview 27 so in order to help increase advocacy for the Pearson brand we need to ensure closer alignment we behave as a company and questioning and reinventing the world around them. Key visual elements 6 between the Pearson master brand and our product offerings and brands. Dom Bosco by express ourselves as a brand. Overview 7 Photography 28 Pearson has evolved its brand identity to more closely align to the Pearson brand. Overview 29 From the business decisions Our cultural values Brave, imaginative, decent, accountable All of our Endorsed branded offerings Overview 8 we make to the way we Dom Bosco by Pearson How it all comes together 9 Pictograms 30 communicate with learners, This document outlines the new strategy and key visual elements providing the foundations for Overview 31 the creation of a more detailed brand guidelines document. When building out your full brand customers, partners, and each To offer educational solutions that inspire and develop Logo 10 Our brand strategy Our brand promise Key visual other, every point of contact creativity and critical sense thinking in our students. Primary logo 11 Patterns 32 guidelines, you will need to consider additional detail on how to implement the elements with our brand should be Strategy and key Additional logo files 12 Overview 33 outlined in this document. guided by this strategy. Things to avoid 13 Personality Voice Look Icons 34 We share some brand The Pearson Overview 35 To obtain the assets outlined in this document, including logos, holding shapes, patterns, attributes with the Pearson Supportive Optimistic Playful Principled Close Colourful visual elements endorsement 14 pictograms, typefaces and icons, and for more advice and information, please contact master brand and others elements have their own self-contained guidance Creative Considered Dynamic Application 15 Appendix 36 [email protected] and [email protected]. are unique to Dom Bosco. Communicative Conversational Engaging Accessibility for all 37 Colors 16 April 2017 Overview 17 Usage 18 Reasons to believe
– Quality in teacher training Typography 19 – Pedagogical approach based on engaging activities Our brand typefaces 20 that enrich the interaction between the students document, which summarizes its Using system fonts 21 – Pearson brand credibility: world's leading learning company Colorways and accessibility 22
Photography Credits: p. 7, 9, 21, 27, 29, 35 – Christof van der Walt, p. 25 – Sanskar Sharma. strategic positioning and the visual 2 Dom Bosco Strategy and key visual elements Our brand 3
Key visual elements Overview A set of holding shapes Logo Logo derived from the Dom Bosco symbol help frame Overview How it all comes together imagery and hold text Dom Bosco primary logo Additional logo files
We’ll be with you every step of the way on your This page shows the key Primary elements Our new logo has been designed Dom Bosco Primary Logo In scenarios where there are Stacked logo Mono logos Symbol for learning journey elements which make up the Logo Typography Colors Photography social media Find out more with the concept of working restrictions on colour or space Dom Bosco visual identity. together makes us better. we have three additional logos
Find out more document is entitled “Strategy and key Supporting you Stronger through the partnership that we can use. Primary Primary every step of the way with unique Our elements are playful, ways of learning between Dom Bosco and your colourful, dynamic, school, and better through the 1 . Stacked logo Geometric shapes can also The Stacked Logo should only be used be produced as 3D shapes and engaging. teacher pupil relationship. The to create playful furniture where space is limited. logo conveys inclusiveness, smart Find the magic in 2. Mono logos Secondary Priority each child, bring play, intuitivity, constructiveness out the best in The Dom Bosco Mono Logos should be Accents every student and built around you. Learning that used only in instances where color is Find out more prepares students not available. Clearspace rules for our DomBosco_Stacked_B_CMYK.eps DomBosco_Primary_Mono_Blk_CMYK.eps for the road ahead 1. Dom Bosco Primary Logo DomBosco_Primary_B_CMYK.eps Overview Get your students involved in Logo primary logo apply (see page 11). DomBosco_Stacked_B_RGB.eps DomBosco_Primary_Mono_W_CMYK.eps The perfect learning a sistema that not only teaches but prepares each individual. DomBosco_Primary_B_RGB.eps Accents balance between Our primary lock-up should be used dom o o om r DomBosco_Stacked_B_Spot.eps DomBosco_Primary_Mono_Blk_RGB.eps visual elements.” knowledge & imagination DomBosco_Primary_B_Spot.eps Lorem ipsum dolor sit amet, consectetuer in all applications where a white adipiscing elit, sed diam nonummy nibh eui smod tincidunt ut laoreet dolore magna 3 . Symbol logos Find out more background is available and Playful geometric pictograms News Training days DomBosco_Primary_W_CMYK.eps We have two versions – a Chalk White 2015 Results 2015 Results + created from the shapes of the space permits. Secondary elements Dom Bosco symbol can be used DomBosco_Primary_W_RGB.eps background and a Midnight Blue to create playful and engaging DomBosco_Primary_W_Spot.eps background. The symbol logos should only Colour palette dominated Accent colours communcations. There is a white version of the Symbol logos Clearspace Pictograms Holding Shapes Patterns Sistema de Ensino Stamp Iconography by blues and turqouise be used where space is extremely limited. Holding shapes derived from the shapes in the Dom Bosco symbol are primary logo that can be used on (White and blue background) elements that can be used across collateral as a surface pattern and to (e.g. app icons, tabs on tote bags etc.). hold imagery a Midnight Blue background.
The clearspace shown is applicable for 2. Clearspace Clearspace Minimum size both digital and print applications. A minimum clearspace equal to the Come rain or shine, The perfect learning balance The shapes from cap height of the Dom Bosco wordmark between reason and intuition, we are with you every the symbol can be Watch your school grow Contact Us Events knowledge and imagination, step of the way should be applied at all times. evaluation and learning. playful alongside and students flourish Dom Bosco Sistema De Ensino with Dom Bosco Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, body copy where provides teachers with continual consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed training development and online diam nonummy nibh euismod diam nonummy nibh euismod support communities throughout tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna relevant i.e., they their careers for today, tomorrow aliquam erat volutpat. Ut wisi aliquam erat 3. Minimum size enim ad minim veniam, quis and the road ahead nostrud exerci tation ullamc Volutpat. Ut wisi enim can be used as dom o o om r orper suscipit lobortis nisl ut ad minim veniam, quis nostrud aliquip ex ea commodo exerci tation ullamcorper sus consequat. cipiting lobortis nisl ut aliquip quotation marks The Dom Bosco primary logo should ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed Lorem ipsum dolor sit amet, DB_Symbol_CMYK.eps diam nonummy nibh euismod consectetuer adipiscing elit, sed never be used at sizes below 42 mm tincidunt ut laoreet dolore magna diam nonummy nibh euismod aliquam erat volutpat. Ut wisi tincidunt ut laoreet dolore magna enim ad minim veniam, quis aliquam erat volutpat. Ut wisi DB_Symbol_BlueBackground_CMYK.eps nostrud exerci tation ullam enim ad minim veniam, quis 42 mm in print 145 px in digital corper suscipit lobortis nisl ut nostrud exerci tation ullam wide in print or 145 px wide in aliquip ex ea commodo corper suscipit lobortis nisl ut Photo News consequat. aliquip ex ea commodconsequat. Open sans is the DB_Symbol_Spot.eps It’s useful for ensuring that our primary typeface, digital applications. it is clear and legible DB_Symbol_BlueBackground_Spot.eps
10 11 Cropping larger areas of the pattern Single heroic pictograms offer an alternative when imagery creates impact on single surfaces is not appropriate Endorsed branded offerings maintain Dom Bosco Strategy and key visual elements Key visual elements 7 Dom Bosco Strategy and key visual elements Overview 9 Dom Bosco Strategy and key visual elements Logo 11 Dom Bosco Strategy and key visual elements Logo 12 the consistency of their visual identity Logo The Pearson endorsement Colors Colors Things to avoid Overview Overview Color usage
Our logo is central to our Don’t change the colors in the logo Don’t squash or stretch the logo The association between Dom Bosco logo Our brand color palettes are 1 Primary colors Ensuring our color palette is used 1 Color ratio 2 Balancing color and white brand, so please take care Pearson and Dom Bosco vibrant and diverse, and they in the correct way is essential space to create pace when you use it. Here you’ll is highlighted through the have been carefully chosen to in maintaining a unified brand and the appropriate level of Pearson find some things to avoid. ‘by Pearson’ endorsement provide flexibility and variety experience. Shown here is our 30% which appears in the Dom when creating communications. recommended guidance on using
Bosco logo. Ink Blue Marine Turquoise Pearson Blue Midnight Blue Ink Black Chalk White color across different applications. 15% 1. Primary colors PMS 7470 C PMS 7716 C PMS 314 C PMS 540 C PMS Black C C00 M00 Y00 K00 Watch your school grow 70% and students flourish Most commonly used across our C96 M20 Y25 K53 C83 M00 Y40 K11 C100 M05 Y14 K17 C100 M57 Y12 K66 C0 M0 Y0 K100 R255 G255 B255 To further highlight the 1. Colour ratio with Dom Bosco collateral, these colors are flexible R00 G90 B112 R18 G178 B166 R00 G127 B163 R00 G48 B87 R0 G0 B0 #FFFFFF Ink Blue is very much the dominant 20% connection between the two #005A70 #12B2A6 #007FA3 #003057 #000000 Don’t apply our logos to any other colours apart from Don’t change the layout enough to appear sophisticated or color in the Dom Bosco brand identity, brands, there is standard vibrant as required. Midnight Blue or Chalk White along with the Pearson Blue and Marine 5% introductory text, shown here, Turquoise. Midnight Blue is used The Pearson which can be used across Colors 2. Priority accent colors 2 Priority accent colors sparingly within layouts. Dom Bosco communications These bright colors bring vibrancy 20% alignment across their materials. to the patterns and pictograms. They A colour split of 70:30 (blues:orange/ to further highlight the 30% Standard Introductory text should not be used as background yellow) should be applied throughout connection with Pearson. colors or across large areas. communications. 10%
3. Accent colors Juicy Orange Sunshine Yellow 2. Balancing color and white space These additional accent colors should be PMS 716 C PMS 1235 C to create pace endorsement used to draw attention to specific pieces C00 M61 Y99 K00 C00 M31 Y98 K00 White space should be applied generously 3 Creating impact using the priority accent colors 4 Using the accent colors Dom Bosco, from Pearson, the world’s of information e.g., digital navigation R234 G118 B00 R255 G184 B28 #EA7600 #FFB81C to allow layouts room to breathe and give buttons and calls to action. Dom Bosco collateral a bright freshness. Don’t use the symbol logos on any background colour learning company delivering better 3. Creating impact using the priority other than those specified on page 12. 3 Accent colors accent colors The perfect learning balance between reason and intuition, Learning that learning to millions of people around Using confident flashes of the priority knowledge and imagination, evaluation and learning. prepares students accent colors in the holding shapes, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed diam nonummy nibh euismod diam nonummy nibh euismod tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna patterns and pictograms at key moments aliquam erat volutpat. Ut wisi aliquam erat for the road ahead enim ad minim veniam, quis nostrud exerci tation ullamc Volutpat. Ut wisi enim the globe. orper suscipit lobortis nisl ut ad minim veniam, quis nostrud aliquip ex ea commodo exerci tation ullamcorper sus in brand experiences (brochure covers, consequat. cipiting lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, Get your students involved in consectetuer adipiscing elit, sed Lorem ipsum dolor sit amet, diam nonummy nibh euismod consectetuer adipiscing elit, sed a sistema that not only teaches Lime Green Hot Pink Strawberry Red Royal Purple Fresh Green website header images etc.) helps to tincidunt ut laoreet dolore magna diam nonummy nibh euismod aliquam erat volutpat. Ut wisi tincidunt ut laoreet dolore magna enim ad minim veniam, quis aliquam erat volutpat. Ut wisi but prepares each individual. nostrud exerci tation ullam enim ad minim veniam, quis PMS 382 C PMS Rubine Red C PMS 186 C PMS 2415 C PMS 376 C add impact to collateral. corper suscipit lobortis nisl ut nostrud exerci tation ullam aliquip ex ea commodo corper suscipit lobortis nisl ut Shown here are example pages from C28 M00 Y100 K00 C00 M100 Y22 K03 C02 M100 Y85 K06 C38 M100 Y00 K06 C54 M00 Y100 K00 consequat. aliquip ex ea commodconsequat. R210 G219 B14 R234 G06 B126 R219 G00 B32 R158 G00 B126 R132 G189 B00 4. Using the accent colors dombosco.com.br #D2DB0E #EA067E #DB0020 #9E007E #84BD00 Using small shots of our additional
accent color helps to highlight navigation 10 11 and calls to action. the “Strategy and key visual elements” Dom Bosco Strategy and key visual elements Logo 13
Our brand typefaces are Open Primary Secondary Occasionally, the Dom Bosco All the messaging you create Light type on dark backgrounds Accent colors in use Light type on dark backgrounds Sans and Playfair Display. Using brand typefaces won’t be suitable must be clear, legible, and Use accents sparingly on large * both serif and sans serif typefaces and you will need to use a system accessible to everyone. areas of background and big gives us the flexibility to cover font instead. Aa Aa Aa Aa Aa blocks of copy and at a small Aa Aa Aa Aa our wide range of audiences and Open Playfair All of the color combinations scale to provide a standout pop Times New Type Color Type Color Type Color Type Color Type Color Type Color Type Color Type Color Type Color When to use brand typefaces communications. shown here have achieved Chalk White | #FFFFFF Sunshine Yellow | #FFB81C Juicy Orange | #EA7600 Chalk White | #FFFFFF Chalk White | #FFFFFF of color. Please note that the Lime Green | #D2DB0E Chalk White | #FFFFFF Chalk White | #FFFFFF Chalk White | #FFFFFF The Dom Bosco typefaces must be the required AA accessibility Background Color Background Color Background Color Background Color Background Color pink accent color can be used Background Color Background Color Background Color Background Color used across all internally produced Midnight Blue | #003057 Midnight Blue | #003057 Midnight Blue | #003057 Ink Blue | #005A70 Pearson Blue | #007FA3 Midnight Blue | #003057 Hot Pink | #EA067E Strawberry Red | #DB0020 Royal Purple | #9E007E rating. You should only use only in large text executions. Sans Display documentation, e.g., websites, uneditable digital documents, professionally printed these color combinations Please reach out to the brand team, material, trade shows, and environments. when applying type. Always make sure colors are tested Dark type on light backgrounds Dark type on light backgrounds An optimized font legible across print and A time-honored hybrid of modern design, a headline Roman Arial for accessibility using our tools. Typography web and one that is perfect for mobile typeface that brings strength and utility to the classic When to use system fonts See page 37. interfaces and copy. serif. Used mainly for body copy to increase legibility. If your document incorporates editable Sistema de Ensino “live type” content, e.g., agendas, invoices * If using a Hot Pink background and PowerPoint presentations, Word Aa Aa Aa Aa Aa with white type or Hot Pink type, Aa Aa copy must be above 14 pt bold Examples in use documents, and press releases, you Type Color Type Color Type Color Type Color Type Color Type Color Type Color Ink Black | #000000 Midnight Blue | #003057 Midnight Blue | #003057 Ink Black | #000000 Midnight Blue | #003057 Midnight Blue | #003057 Ink Black | #000000 should use system fonts to ensure your External PowerPoint Email signature or 18 pt regular. & Background Color Background Color Background Color Background Color Background Color Background Color Background Color Find the magic in The perfect learning balance recipient can view the document properly. Sunshine Yellow | #FFB81C Sunshine Yellow | #FFB81C Juicy Orange | #EA7600 Marine Turquoise | #12B2A6 Marine Turquoise | #12B2A6 Lime Green | #D2DB0E Lime Green | #D2DB0E each child, bring between reason and intuition, Use Times New Roman as an alternativeout the best in Welcome to which can help you with the process of knowledge and imagination, to Playfair Display and Arial as an Dark type on white backgrounds Dark type on white backgrounds every student Dom Bosco The perfect learning balance Find the magic in alternative to Open Sans. each child, bring evaluationbetween reason and intuition,and learning. Come rain or shine, out the best in Find out more Otas alit essit aut quam inciliquam cum, * we are with you every knowledge and imagination, every student sequis mint debis re vid que providipit aut evaluation and learning. lab ipsa qui officil il eum rerchil luptaep step of the way Find out more erferit quo blaut eum quid qui dis ma Lorem ipsumLorem ipsum dolor dolor sit amet, sitLorem amet, ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed pratem ut utatur? Dom Bosco Sistema De Ensino consectetuerdiam nonummy adipiscing nibh euismod diam nonummy elit, nibh sedeuismod consectetuer adipiscing elit, sed Name Surname provides teachers with continual Learning that tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna Job title training development and online aliquam erat volutpat. Ut wisi aliquam erat diam nonummyenim ad minim veniam, nibhquis euismod diam nonummyWe’ll nibh euismodbe with you every Company name (optional) support communities throughout nostrud exerci tation ullamc Volutpat. Ut wisi enim Next page their careers for today, tomorrow prepares students orper suscipit lobortis nisl ut ad minim veniam, quis nostrud Divisional company url (optional) and the road ahead tinciduntaliquip ut ex ea laoreet commodo doloreexerci tation ullamcorper magna sus tincidunt ut laoreet dolore magna Name Surname Aa Aa Aa Aa Aa Aa Aa consequat. cipiting lobortis nisl ut aliquip step of the way on your Building name (optional) Street dombosco.com.br ex ea commodo consequat. TownJob /City title for the road ahead aliquamLorem erat ipsum dolorvolutpat. sit amet, Ut wisi aliquam erat consectetuer adipiscing elit, sed Lorem ipsum dolor sit amet, learning journey Postcode/Zip Code Get your students involved in diam nonummy nibh euismod consectetuer adipiscing elit, sed Company name (optional) enim adtincidunt minim ut laoreet dolore veniam, magna diam nonummy quis nibh euismod Country Type Color Type Color Type Color Type Color Type Color Type Color Type Color a sistema that not only teaches aliquam erat volutpat. Ut wisi tincidunt ut laoreet dolore magna Divisional company url (optional) nostrud enimexerci ad minim veniam, tation quis aliquamullamc erat volutpat. Ut wisi Volutpat. Ut wisiFind enim out more News Ink Black | #000000 Midnight Blue | #003057 Ink Blue | #005A70 Pearson Blue | #007FA3 Hot Pink | #EA067E Strawberry Red | #DB0020 Royal Purple | #9E007E but prepares each individual. nostrud exerci tation ullam enim ad minim veniam, quis 2015 Results D +00Building (0) 00 name 0000 (optional)0000 Street corper suscipit lobortis nisl ut nostrud exerci tation ullam M +00Town/City, (0) 00 0000 Postcode/Zip 0000 (optional) Code dombosco.com.br orper suscipitaliquip ex ea commodo lobortis corper nisl suscipit lobortisut nisl ut ad minim veniam, quis nostrud consequat. aliquip ex ea commodconsequat. Country Background Color Background Color Background Color Background Color Background Color Background Color Background Color aliquip ex ea commodo exerci tation ullamcorper sus Learn more at www.pearson.com D +00 (0) 0000 0000 Chalk White | #FFFFFF Chalk White | #FFFFFF Chalk White | #FFFFFF Chalk White | #FFFFFF Chalk White | #FFFFFF Chalk White | #FFFFFF Chalk White | #FFFFFF consequat. cipiting lobortis nisl ut aliquip A single statement for either an accreditation, award,M marketing +00 (0) or 0000celebratory 0000 comment (optional) - do ex ea commodo consequat. not use@namesurname images - do not add any further statements Training days br.linkedin.com/pub/name-surname Lorem ipsum dolor sit amet, 2015 Results ALWAYS LEARNING consectetuer adipiscing elit, sed Lorem ipsum dolor sit amet, Learn more at dombosco.com.br The perfect learning 10 diam nonummy nibh euismod consectetuer11 adipiscing elit, sed creating and managing a “Strategy and tincidunt ut laoreet dolore magna diam nonummy nibh euismod balance between aliquam erat volutpat. Ut wisi tincidunt ut laoreet dolore magna knowledge & enim ad minim veniam, quis aliquam erat volutpat. Ut wisi News nostrud exerci tation ullam enim ad minim veniam, quis 2015 Results corper suscipit lobortis nisl ut nostrud exerci tation ullam aliquip ex ea commodo corper suscipit lobortis nisl ut consequat. aliquip ex ea commodconsequat.
Dom Bosco Strategy and key visual elements Typography 20 Dom Bosco Strategy and key visual elements Typography 21 Dom Bosco Strategy and key visual elements Typography 22 Dom Bosco Strategy and key visual elements Typography 23
Training days key visual elements” document for your 2015 Results The perfect learning 10 11 balance between Endorsed branded offering. knowledge & Sistema de Ensino Holding Shapes Photography Application Overview Overview
The Sistema de Ensino stamp Stamp Arc holding shapes Arc holding shapes Box holding shape Photography is emotionally Photography examples should be used for part-branded Formed from components of the engaging, and creates a lasting Dom Bosco schools to create Dom Bosco logo, our arc holding impression. Imagery used awareness that Dom Bosco is shapes are a vital part of our brand should be learner focussed part of Sistema de Ensino. As identity used to communicate and relevant to topics covered it is an important part of what a sense of positivity, progression, in accompanying text. Dom Bosco stands for, we should and playfulness. always ensure it is being used in Brand imagery rights All internal and external products a relevant way. They allow us to add confident which use these brand assets must flashes of color to our collateral, align with Pearson’s global rights The stamp should always appear and provide interesting and strategy. Please contact your local on a white background. dynamic frames for content. R&P team to review rights needed Holding Shapes Photography for your end product. Pictograms When to use it New combinations may be created Commissioning and sourcing On school signage and marketing material Examples in use to fit different canvas sizes. Please Examples in use new images Examples in use for part-branded Dom Bosco schools. ensure special attention is paid to You can also source new images from image libraries, Where to place it the color ratios (see page 18) when School signage Marketing material or commission new images. On school signage the stamp should creating new holding devices. be placed after the school name. On Crediting marketing material the stamp should The perfect learning balance Find the magic in Colégio PM Box holding shape each child, bring between reason and intuition, Remember to always credit be placed in a relevant position. out the best in knowledge and imagination, every student Learning that The box holding shape is not from evaluation and learning. photographers for the use Lorem ipsum dolor sit amet, Find out more prepares students Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed of their images. the logo but an additional shape to diam nonummy nibh euismod diam nonummy nibh euismod for the road ahead copiosae petentium… tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna Here are some examples of this aliquam erat volutpat. Ut wisi aliquam erat enim ad minim veniam, quis nostrud exerci tation ullamc Volutpat. Ut wisi enim Cum diceret blandit imperdiet ei, at sit melius orper suscipit lobortis nisl ut ad minim veniam, quis nostrud positioning in action. create a flexible system and variety. aliquip ex ea commodo exerci tation ullamcorper sus constituto deseruisse. Fugit vitae quaestio ex nam, consequat. cipiting lobortis nisl ut aliquip ex ea commodo consequat. mei ea errem commodo delicata. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed Lorem ipsum dolor sit amet, A set of holding shapes diam nonummy nibh euismod consectetuer adipiscing elit, sed You can create the box holding tincidunt ut laoreet dolore magna diam nonummy nibh euismod aliquam erat volutpat. Ut wisi tincidunt ut laoreet dolore magna enim ad minim veniam, quis aliquam erat volutpat. Ut wisi News nostrud exerci tation ullam enim ad minim veniam, quis 2015 Results corper suscipit lobortis nisl ut nostrud exerci tation ullam Find out more www.websitename.com.br aliquip ex ea commodo corper suscipit lobortis nisl ut Supporting you shape yourself and it is used to consequat. aliquip ex ea commodconsequat. derived from the Dom every step of the way with unique hold imagery or type within layouts. ways of learning Training days Bosco symbol help frame 2015 Results The perfect learning 10 11 balance between imagery and hold text knowledge &
Dom Bosco Strategy and key visual elements Sistema de Ensino 25 Dom Bosco Strategy and key visual elements Holding shapes 27 Dom Bosco Strategy and key visual elements Photography 29 We’ll be with you every step of the way on your Symbol for learning journey social media Find out more
Find out more Supporting you every step of the way with unique Pictograms Patterns Photography Icons ways of learning Overview Overview Overview Overview Geometric shapes can also The Dom Bosco illustration Patterns are a great way to Photography is emotionally Icons are simplified visual be produced as 3D shapes Illustration examples Pattern examples on Chalk White background Pattern example on Midnight Blue background Photography examples IconsO DOM BOSCO COLEÇÕES SOLUÇÕES SEJA UMA ESCOLA ESTUDE NOTÍCAS style uses simplified pictograms make a layout more interesting engaging, and creates a lasting representations of objects DIDÁTICAS EDUCACIONAIS DOM BOSCO CONOSCO to create playful furniture comprised of components from and incorporate the look and impression. Imagery used used at small size to aid the Dom Bosco symbol. feel of Dom Bosco. These can should be learner focussed navigation. They should be be repeated or cropped in and relevant to topics covered universally understandable. They allow us freedom from various ways to suit your layout. in accompanying text. Find the magic in showing specific products, When to use places, and people by Here are some examples to Brand imagery rights Use ineach digital and child, print to simplify bring All internal and external products communicating ideas and show how patterns are used on and aid navigation. which use these brand assets must out the best in A set of holding shapes themes, when other imagery a Chalk White background and Findderived the from magic the Dom in align with Pearson’s global rights IconThe name perfect learning balance Bosco symbol help frame every student eachimagery child, and hold bring text is not appropriate. Midnight Blue background; strategy. Please contact your local Icons should always be accompanied Learning that R&P team to review rights needed between reason and intuition, these can be repeated or by textFind to ensure out more that they are out the best in Patterns Icons for your end product. understood.knowledge In digital and applications, imagination, We’ll be with you every They have an inclusive, global cropped to create dynamic every student step of the way on your prepares students reach and can be created layouts that suit your purpose. alt-tagevaluation image rollovers and can learning. replace Symbol for learning journey Commissioning and sourcing the text. social media Find out more Find out more for the road ahead more easily in house by Examples in use Examples in use new images Examples in use Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Examples in use consectetuer adipiscing elit, sed consectetuer adipiscing elit, sed design agencies than complex, The holding shapes can be Find out more You can also source new diam nonummy nibh euismod diam nonummy nibh euismod Supporting you Get your students involved in images from image libraries, tincidunt ut laoreet dolore magna tincidunt ut laoreet dolore magna every step of the detailed illustrations. used to create additonal aliquam erat volutpat. 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Open sans is the primary typeface, it is clear and legible
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10 11 Cropping larger areas of the pattern Single heroic pictograms offer an alternative when imagery creates impact on single surfaces is not appropriate 21 Design guidance Finding further information
Pearson Brand Guidelines The Pearson Brand Guidelines contain a wealth of information and guidance across many specific areas, from Brand Photography
This section contains an introductory overview of Guidelines our photography. For more detailed information please see the separate in-depth guideline commissioning new illustrations to document, which is located on our brand hub. You can download the full photography guideline A guide to understanding our document by clicking on the download folder below. brand and expressing it across ensuring that the core visual elements our communications. are applied correctly.
Visit the brand hub to find and BrandPearson Guidelines Brand GuidelinesPhotography 2016 Section name 1414 download guides that are relevant to the creation of your Endorsed branded offering and its materials. To download the Brand Guidelines, To download the Photography Guidelines, please click the folder above. please click the folder above.
The creation of logos for Endorsed branded offerings is strictly controlled by the brand team, which should be consulted throughout the process. Illustration Guidelines
A guide to commissioning, creating, and using our illustrations.
Brand Guidelines
A guide to understanding our brand and expressing it across our communications. To download the Illustration Guidelines, Other guidelines are available please click the folder above. for download from the brand hub. 22
Design detail 23 Design details Using the logo
Primary logos Primary logo examples Stacked logo examples Endorsed branded offering names (Exceptions only) are always positioned above the “by Pearson” text.
Logos for Endorsed branded offerings usually consist of three elements: the symbol/icon, name logotype, and “by Pearson” text.
The standard arrangement shown here should be used wherever possible.
Endorsed Brands The elements of Endorsed branded Endorsed Brands offering logos should never appear Endorsed BrandsDom Bosco by Pearson separately. The only exception to this Wizard byStrategy Pearson and key rule is in selected digital uses (favicon StrategyPrimary logo in andusevisual key elements Translated endorsement and avatar) and merchandise material visual elementsApril 2017 that is approved by the brand team. SeptemberCOC 2016 by Pearson Stacked logos Stacked logos should be used only in exceptional circumstances and where earnin a prepares s uden s the logo is being placed into a restricted or e road a ead space. Strategy and key
Translated endorsements
ind out more The “by Pearson” text can appear in uppor in ou ever s ep o e alternative languages as shown. a i uni ue visual a s o learnin elements
The creation of logos for Endorsed branded offerings is strictly controlled by the brand team, which should be consulted at all times. April 2017 24
Components 25 Components Introduction
Our components include destinations, apps, versions, editions, bundles, capabilities, features, ingredients, etc.
They ladder up to and support our offerings and are an important part of the customer journey when purchasing an offering.
Components of Endorsed branded offerings generally receive generic or descriptive names and do not receive any unique visual treatment. 26 Component naming principles Important considerations
1 Take a customer-centric 6 Ensure that names are not perspective already in use across Pearson Consider what the name needs to accomplish for your customers. When multiple offerings use the same name, it creates confusion for our customers. The legal team will be able to help verify your names for you. 2 Clearly describe the offering Use everyday language and common dictionary definitions. 7 Minimize trademark risks As a rule, generic and descriptive names do not require a trademark. Always submit names to the legal team for 3 Use common industry language clearance before proceeding. when possible Make the name immediately understandable for our customers. 8 Think about international implications 4 Choose clarity over brevity Names must consider global languages and cultures, so always check with the marketing team before use. Generic and descriptive names will often need to be two or three words in length (not including Pearson).
5 Be specific 9 Consider digital location / URL The website address for your product will depend on a host of Names that are too broad will create confusion factors. Please contact [email protected] to discuss across our portfolio. your options and ensure that the address doesn’t conflict with our existing addresses. Student Stories: Sunshine Yellow from the Pearson Find out what Master brand brought in to warm up it’s like to study 27 at a Wizard school. the palette. Used in light touches across Have Fun: earn en s t r s Components a es and t eatre Find out more the brand. Inglês que inspira Visual principles Learn to speak English Muito além de Student Stories: experiências in two years or continue em inglês Find out what É uma verdadeira it’s like to studylearning for free construção de valores at a Wizard school.
wizard.ofical | wizard.com.br Alignment with offering 1 Offering 2 Component Find out more It’s essential that components take Wizard by Pearson WizPen Learn to speak English on the same visual appearance as Overview in two years or continue learning for free the offering they support. Our Schools Our Promise Contact Us How it all comes together1235c An Introduction: Our Promise: At Wizard we know Each offering should have its own Our Schools: that learning English DiscoverHave Fun:Bilingual where in two English earn en s can t r s Have Fun: isnt easy... clearly defined visual identity that a es andyears t eatre or continue earn en s t r s take you a es and t eatre Hello! learning for free. Exerum cus venis sam eum ero od milia the look and feel of any components pelique cus eic temoloreius erepudi Our Promise: onemped ipsantium debit, ea destibus Our Schools Our Promise Contact Us ducilignis dollecus solupta consed ut Student Stories: must follow. An Introduction: Exerum cus venis sam eum ero od Bilingual in two denime minto velecaecto evelique dem I’m here volum dolorum quosam, cus. At Wizard we know milia pelique cus eic temoloreius years or continue Find out what it’s Our Schools: erepudi onemped ipsantium debit, Dolorem. Ugia ditatiur sed est magnam, ea destibus ducilignis dollecus. learning for free. core cusandelent. Duciae quis pratis like to study atto Hello!a help Discover where that learning English veleseq uiante rehendi psapedi Printed collateral uses a balance of white psapereria voluptu rectiunt, quia inctae. EnglishThe can example shown is for Wizard by Our Promise: Wizard school.I’m here isnt easy... Exerum cus venis sam eum ero od Et asi sin non pediae cus, nonsequunt. take you milia pelique cus eic temoloreius Bilingual in two erepudi onemped ipsantium debit, Um sitiatum doluptat iur abo. Et ipsus qui ea destibus ducilignis dollecus. ut ulparum is quo optatur? Bus sandae to help Pearson and its component WizPen. Exerumspace, cus venis sam eum ero od milia bright primary colours, holding Find out more pelique cus eic temoloreius erepudi Our Promise: lautemqui coritium fugia pra sequat atem Inglês que inspira onemped ipsantium debit, ea destibus years or continue quo et ex exerepe sum aut ut dolendic te ducilignis dollecus solupta consed ut Student Stories: mi, sunt et volore volupis eos et est, ipist The approach follows the guidance as denime minto velecaecto evelique dem Bilingual in two magnam ex et ipiet alis consedi gendebis volum dolorum quosam, cus. shapes andFind vibrant out what it’s photography.learning for free. years or continue reiusam exerum simusci issinul parum, ut Dolorem. Ugia ditatiur sed est magnam, quia quatur sus exerum ent. Iminumq. Muito além de described below: core cusandelent. Duciae quis pratis like to study at a veleseq uiante rehendi psapedi learning for free. psapereria voluptu rectiunt, quia inctae. Wizard school. experiências Et asi sin non pediae cus, nonsequunt. www.wizard.br.com www.wizard.br.com Um sitiatum doluptat iur abo. Et ipsus qui ut ulparum is quo optatur? Bus sandae www.wizard.br.com www.wizard.br.com em inglês Find out more Color lautemqui coritium fugia pra sequat atem quo et ex exerepe sum aut ut dolendic te mi, sunt et volore volupis eos et est, ipist magnam ex et ipiet alis consedi gendebis É uma verdadeira reiusam exerum simusci issinul parum, ut Use the colors chosen for the offering, Wizard.br.com construção de valores quia quatur sus exerum ent. Iminumq. Subheader here:
paying attention to the proportions of Wizards ambition to give Learn to speak English Find out what makes us everyone a bilingual voice in two years or continue the number one language each color within the palette. HeadlineLearner Stories: goes here learning for free school in South America Exerum cus venis sam eum ero od milia pelique cus eic temoloreius erepudi onemped ipsantium debit, ea destibus The Journey to Find out more Find out more Find out more Wizard.br.com ducilignis dollecus solupta consed ut over as many lines denime minto velecaecto evelique dem becoming bilingual Pull up banner and billboard utilise volum dolorum quosam, cus. Exerum cus wizard.ofical | wizard.com.br Imagery venis sam eum ero od milia pelique cus eic Wizards ambition to give Learn to speak English Find out what makes us temoloreius erepudi onemped. isn’t a fast one, but Student Stories: everyone a bilingual voice in two years or continue the number one language as required Learner Stories: learning for free school in South America the playful Wizkids graphic language FollowExerum cus venisthe sam eum erosame od milia approach to imagery “Without Wizard the rewards make pelique cus eic temoloreius erepudi Find out what onemped ipsantium debit, ea destibus The Journey to Find out more Find out more Find out more I’d never have ducilignis dollecus solupta consed ut realized my dream the effort worth it. denime minto velecaecto evelique dem Student Stories: as involum the dolorum quosam, offering’s cus. Exerum cus becoming visual identity bilingual and as of travelling the world” venis sam eum ero od milia pelique cus eic Expert Advice: it’s like to study housing vibrant in situ photography First Name Surname temoloreius erepudi onemped. Find out what used across its materials.isn’t a fast one, but “Without Wizard the rewards make it’s like to study Exerum cus venis sam eum Exerum cus venis sam eum ero Exerum cus venis sam eum ero How long will it at a Wizard school. of children learning. I’d never have ero od milia pelique cus eic od milia pelique cus eic od milia pelique cus eic temoloreius erepudi onemped temoloreius erepudi onemped temoloreius erepudi onemped realized my dream the effort worth it. at a Wizard school. ipsantium debit, ea destibus ipsantium debit, ea destibus ipsantium debit, ea destibus take me to learn of travelling the world” Expert Advice: ducilignis dollecus solupta ducilignis dollecus solupta non ducilignis dollecus solupta non First Name Surname Typography consed ut denime minto consed ut denime minto consed ut denime minto Find out more Find out more Exerum cus venis sam eum ero od milia velecaecto evelique dem velecaecto evelique dem volum velecaecto evelique dem volum pelique cus eic temoloreius erepudi English? Exerum cus venis sam eum Exerum cus venis sam eum ero Exerum cus venis sam eum ero How long will it onemped ipsantium debit, ea destibus volum dolorum quosam, cus. ra dolorum quosam, cus ra dolorum quosam, cus ero od milia pelique cus eic od milia pelique cus eic od milia pelique cus eic ducilignis dollecus solupta consed ut dolorem. Ugia ditatiur sed est dolorem. Ugia ditatiur sed est temoloreius erepudi onemped temoloreius erepudi onemped temoloreius erepudi onemped denime minto velecaecto evelique dem Find out more Follow the same approach to typography volum dolorum quosam, cus. magnam, core cusandelent. magnam, core cusandelent. ipsantium debit, ea destibus ipsantium debit, ea destibus ipsantium debit, ea destibus Websitetake me to learn and mobile app take on the primary colours ducilignis dollecus solupta ducilignis dollecus solupta non ducilignis dollecus solupta non consed ut denime minto consed ut denime minto Learnconsed to ut speak denime minto English Exerum cus venis sam eum ero od milia velecaecto evelique dem velecaecto evelique dem volum velecaecto evelique dem volum pelique cus eic temoloreius erepudi as in the offering’s visual identity and as English? volum dolorum quosam, cus. ra dolorum quosam, cus ra dolorum quosam, cus onemped ipsantium debit, ea destibus Learn to speak English ducilignis dollecus solupta consed ut dolorem. Ugia ditatiur sed est in twodolorem. years Ugia ditatiur or sed continue est denime minto velecaecto evelique dem of Wizkids and its graphic language creating an Find out more volum dolorum quosam, cus. magnam, core cusandelent. magnam, core cusandelent. used across its materials. learning for free in two years or continue A vibrant photographic style capturing children immediately youthful and vibrant portal. learning for free in the moment of learning/being active. Playful pictogram
Our Promise: illustration style. Our Schools Our Promise Contact Us Bilingual in two An Introduction: years or continue At Wizard we know Our Schools: Hello! learning for free. that learning English Discover whereI’m here Exerum cus venis sam eum ero od English can isnt easy... milia pelique cus eic temoloreius erepudi onemped ipsantium debit, take you Our Promise: ea destibus ducilignis dollecus. to help Our Promise: Exerum cus venis sam eum ero od milia pelique cus eic temoloreius erepudi Bilingual in two Bilingual in two onemped ipsantium debit, ea destibus Our Schools Our Promise Contact Us ducilignis dollecus solupta consed ut Student Stories: years or continue years or continue denime minto velecaecto evelique dem learning for free. volum dolorum quosam, cus. Find out what it’s learning for free. Hello! Dolorem. Ugia ditatiur sed est magnam, core cusandelent. Duciae quis pratis like to study at a veleseq uiante rehendi psapedi www.wizard.br.com www.wizard.br.com psapereria voluptu rectiunt, quia inctae. I’m here Et asi sin non pediae cus, nonsequunt. Wizard school. Exerum cus venis sam eum ero od milia pelique cus eic temoloreius Um sitiatum doluptat iur abo. Et ipsus qui ut ulparum is quo optatur? Bus sandae Student Stories: erepudi onemped ipsantium debit, Find out more to help lautemqui coritium fugia pra sequat atem ea destibus ducilignis dollecus. quo et ex exerepe sum aut ut dolendic te Find out what it’s mi, sunt et volore volupis eos et est, ipist Our Promise: magnam ex et ipiet alis consedi gendebis like to study at a reiusam exerum simusci issinul parum, ut quia quatur sus exerum ent. Iminumq. Wizard school. Bilingual in two Student Stories: Student Stories: FindFind out more what it’s years or continue like to study at a Find out what Wizard school. learning for free. it’s like to study
Find out more at a Wizard school.
Wizard.br.com www.wizard.br.com www.wizard.br.com Find out more
Wizards ambition to give Learn to speak English Find out what makes us Wizard Strategy and key visual elements Overvieweveryone a bilingual > voiceHow it inall two yearsgoes or continue togetherthe number one language 9 Learner Stories: learning for free school in South America Exerum cus venis sam eum ero od milia Learn to speak English pelique cus eic temoloreius erepudi onemped ipsantium debit, ea destibus The Journey to Find out more Find out more Find out more ducilignis dollecus solupta consed ut in two years or continue denime minto velecaecto evelique dem volum dolorum quosam, cus. Exerum cus becoming bilingual learning for free venis sam eum ero od milia pelique cus eic temoloreius erepudi onemped. isn’t a fast one, but the rewards make Wizards ambition to give Learn to speak English Find out what makes us “Without Wizard everyone a bilingual voice in two years or continue the number one language I’d never have the effort worth it. Discover studying at learning for free school in South America realized my dream a Wizard school. of travelling the world” ExpertFind Advice: out more Find out more Find out more First Name Surname Find out more
Exerum cus venis sam eum Exerum cus venis sam eum ero Exerum cus venis sam eum ero How long will it ero od milia pelique cus eic od milia pelique cus eic od milia pelique cus eic temoloreius erepudi onemped temoloreius erepudi onemped temoloreius erepudi onemped Learn to speak English ipsantium debit, ea destibus ipsantium debit, ea destibus ipsantium debit, ea destibus take me to learn ducilignis dollecus solupta ducilignis dollecus solupta non ducilignis dollecus solupta non in two years or continue Our Promise: consed ut denime minto consed ut denime minto consed ut denime minto learning for free Exerum cus venis sam eum ero od milia velecaecto evelique dem velecaecto evelique dem volum velecaecto evelique dem volum Bilingual in two pelique cus eic temoloreius erepudi English? onemped ipsantium debit, ea destibus volum dolorum quosam, cus. ra dolorum quosam, cus ra dolorum quosam, cus ducilignis dollecus solupta consed ut dolorem. Ugia ditatiur sed est dolorem. Ugia ditatiur sed est years or continue denime minto velecaecto evelique dem Find out more volum dolorum quosam, cus. magnam, core cusandelent. magnam, core cusandelent. learning for free. Hello! I’m here Exerum cus venis sam eum ero od milia pelique cus eic temoloreius erepudi onemped ipsantium debit, ea destibus ducilignis dollecus. to help Our Promise: Bilingual in two years or continue learning for free.
www.wizard.br.com www.wizard.br.com 28 Components Visual principles
Signposting 1 Text inside a holding shape but not 2 Text only It may sometimes be necessary to locked up with any brand logo signpost our components within offering materials. Includes: Shown are some examples of how Includes: “COMPONENT” this can be achieved by following the “COMPONENT” visual guidance below:
• Use graphic devices such as holding shapes and color to differentiate.
Products Ser ices esources Success Stories ents
• Use a variety of photography (or B G illustration) alongside text to help differentiate. Online • Use only Pearson typefaces, either & Blended Playfair Display or Open Sans. Learning
• Never create new logos or “sub e technology empo ers learners to disco erPhotography, their o n learning paths text, and color in class at home and any here brands.” in et een • Never lock up the component name with any logo. elcome to Pearson nline Blended earning e partner ith educators across the country to develop personalized,Products flexible Ser ices ways of learning esources that engageSuccess students Stories and ents moti ate them to succeed B G In situations where an icon is necessary Headline plore our par ner pro rams course are and services. to help signpost, always use icons from Online the Pearson master brand library. Also, & Blended ensure that any icons are used only as Learning navigational aids and not as conceptual e PearsonSelling technology empo ers learners PearsonSelling ConnectionsSelling to ConnectionsComponentdisco er their o n learning paths GradpointComponent AcademyComponent representations of the component, i.e., in Oneclass at home and any here Two Three in Learning et een a logo. Expanding k-12 school resources Expanding k-12 school resources Tuition-free, fully accredited, impro ing student achie ement impro ing student achie ement online k-12 public school
earn more a out earn more a out earn more a out onnections earning Pearson Gradpoint onnections cademy elcome to Pearson nline Blended earning e partner ith educators across the country to develop personalized, flexible ways of learning that engage students and moti ate them to succeed
Note: For illustration only. Please contact the OneDotCom team for help. plore our par ner pro rams course are and services.
Pearson Pearson Connections Connections Gradpoint Academy Learning
Expanding k-12 school resources Expanding k-12 school resources Tuition-free, fully accredited, impro ing student achie ement impro ing student achie ement online k-12 public school
earn more a out earn more a out earn more a out onnections earning Pearson Gradpoint onnections cademy
Learning is individual
or many people learning is the route to a o to support their amily or the s ills to help them progress in their career or others it s simply a li elong passion or disco ery or e ery learner at e ery stage o their li e education is the path to opportunity and fulfillment. We’re curious and excited about the future. Thank you for exploring it with us.
Who e are o e do it Why e do it rand tool it ur story Products ser ices Get to no our Brand at a glance ur audiences Our efficacy promise social impact Guidelines ur people ur learners Pro ect literacy ssets templates al ing a out Stories o impact mages our usiness illustrations
egal Learning ccessi ility Pri acy policy is individual his e site uses coo ies ontinuing to use this e site gi es consent or coo ies to e used or more in ormation please see our coo ie policy Pearson or many people learning is the route to a o to support their amily or the s ills to help them progress in their career or others it s simply a li elong passion or disco ery or e ery learner at e ery stage o their li e education is the path to opportunity and fulfillment. We’re curious and excited about the future. Thank you for exploring it with us.
Who e are o e do it Why e do it rand tool it ur story Products ser ices Get to no our Brand at a glance ur audiences Our efficacy promise social impact Guidelines ur people ur learners Pro ect literacy ssets templates al ing a out Stories o impact mages our usiness illustrations
egal ccessi ility Pri acy policy
his e site uses coo ies ontinuing to use this e site gi es consent or coo ies to e used or more in ormation please see our coo ie policy Pearson 29 Components Visual principles
Things to avoid Component names should not Component should not look Here are some examples of what to appear locked up to any logo like a logo or a sub brand avoid when creating materials for components and following the visual guidance below:
• Never lock up the component name with any logo. • Never create new logos or “sub brands” for components. • Use only Pearson typefaces, either Playfair Display or Open Sans. Component should be only written Component should not appear in in the Pearson typefaces a mix of the two Pearson typefaces • Never write component names in colors that are not accessible. • Components should always appear visually aligned with the offering they THE component support. See page 27 for details. Component THE COMPONENT
Products Ser ices esources Success Stories ents
B G
Online & Blended Component names should not appear ComponentLearning should not look dramatically
in non-accessible colors different e technology empo ers from learners the offering it supports to disco er their o n learning paths in class at home and any here in et een
elcome to Pearson nline Blended earning e partner ith educators across the country to develop personalized,Products flexible Ser ices ways of learning esources that engageSuccess students Stories and ents moti ate them to succeed B G
The Component Headline plore our par ner pro rams course are and services. Online & Blended the component Learning
e Pearson technology empo ers learners Pearson Connections toComponent Connectionsdisco er their o n learning paths GradpointComponent ComponentAcademy in Nameclass at home and any here Name Name in Learning et een
Expanding k-12 school resources Expanding k-12 school resources Tuition-free, fully accredited, impro ing student achie ement impro ing student achie ement online k-12 public school
earn more a out earn more a out earn more a out onnections earning Pearson Gradpoint onnections cademy elcome to Pearson nline Blended earning e partner ith educators across the country to develop personalized, flexible ways of learning that engage students and moti ate them to succeed
plore our par ner pro rams course are and services.
Pearson Pearson Connections Connections Gradpoint Academy Learning
Expanding k-12 school resources Expanding k-12 school resources Tuition-free, fully accredited, impro ing student achie ement impro ing student achie ement online k-12 public school
earn more a out earn more a out earn more a out onnections earning Pearson Gradpoint onnections cademy
Learning is individual
or many people learning is the route to a o to support their amily or the s ills to help them progress in their career or others it s simply a li elong passion or disco ery or e ery learner at e ery stage o their li e education is the path to opportunity and fulfillment. We’re curious and excited about the future. Thank you for exploring it with us.
Who e are o e do it Why e do it rand tool it ur story Products ser ices Get to no our Brand at a glance ur audiences Our efficacy promise social impact Guidelines ur people ur learners Pro ect literacy ssets templates al ing a out Stories o impact mages our usiness illustrations
egal Learning ccessi ility Pri acy policy is individual his e site uses coo ies ontinuing to use this e site gi es consent or coo ies to e used or more in ormation please see our coo ie policy Pearson or many people learning is the route to a o to support their amily or the s ills to help them progress in their career or others it s simply a li elong passion or disco ery or e ery learner at e ery stage o their li e education is the path to opportunity and fulfillment. We’re curious and excited about the future. Thank you for exploring it with us.
Who e are o e do it Why e do it rand tool it ur story Products ser ices Get to no our Brand at a glance ur audiences Our efficacy promise social impact Guidelines ur people ur learners Pro ect literacy ssets templates al ing a out Stories o impact mages our usiness illustrations
egal ccessi ility Pri acy policy
his e site uses coo ies ontinuing to use this e site gi es consent or coo ies to e used or more in ormation please see our coo ie policy Pearson 30
Get in touch
If you have any further questions, need brand architecture advice, or have new ideas you would like to discuss, please contact the Pearson brand team. We’re a group of Pearson brand advisors who will be happy to help you with any brand queries you might have, from downloading assets to implementing new ideas and providing feedback. Please contact us via the email below, and we will endeavor to answer your queries as soon as possible. [email protected] For any legal questions and for all trademarking inquiries, please get in touch with the Pearson legal team via the email below. [email protected]