VERSION 1.0 UWC BRAND TOOLKIT CONTENTS INTRODUCTION 0.0 3.0 IMAGERY PORTRAITS 3.1 1.0 THE BRAND LEARNING 3.2 OUR MISSION 1.1 LIVING 3.3 OUR AMBITION 1.2 OUTSIDE THE CLASSROOM 3.4 OUR VALUES 1.3 COMMUNITY SERVICE 3.5 KEY MESSAGES 1.4 GUIDE TO CROPPING 3.6 LANGUAGE & WRITING STYLE 1.5 LIST OF TERMS 1.6 4.0 VISUAL STYLE DOS & DON’TS 1.7 USE OF TYPOGRAPHY 4.1 TYPE LEVELS: BLISS 4.2 2.0 BASIC ELEMENTS TYPE LEVELS: MYRIAD PRO 4.3 THE BRAND MARK 2.1 TYPE LEVELS: ARIAL 4.4 UWC INTERNATIONAL: USING THE BRAND MARK 2.2 THE BANNER: PRIMARY USAGE 4.5 UWC INTERNATIONAL: EXCLUSION ZONE 2.3 THE BANNER: SECONDARY USAGE 4.6 UWC INTERNATIONAL: SIZE OF THE BRAND MARK 2.4 USING COLOUR 4.7 COLLEGES & SCHOOLS: USING THE BRAND MARK 2.5 USING IMAGERY 4.8 COLLEGES & SCHOOLS: EXCLUSION ZONE 2.6 NATIONAL COMMITTEES: USING THE BRAND MARK 2.7 5.0 APPLICATIONS NATIONAL COMMITTEES: EXCLUSION ZONE 2.8 TEMPLATES: LETTERHEAD 5.1 PARTNER BRANDING: USING THE BRAND MARK 2.9 TEMPLATES: BUSINESS CARD 5.2 SCHOOL/COLLEGE PROPOSALS: USING THE BRAND MARK 2.10 EXAMPLES: BROCHURE 5.3 BRAND MARK DON’TS 2.11 EXAMPLES: WEBSITE 5.4 BRAND ARCHITECTURE 2.12 EXAMPLES: SIGNAGE 5.5 TYPEFACE 2.13 EXAMPLES: PROMOTIONAL MATERIAL 5.6 COLOUR 2.14 COLOUR REFERENCE 2.15 6.0 CONTACT DETAILS 0.0 INTRODUCTION INTRODUCTION UWC’s strategic plan for 2010-2015 is an The process of developing our brand has Our aim is to make it easy for everyone ambitious and positive step in planning involved discussion, consultation and a great in the UWC movement to implement for our future. Now we have to put our deal of thought and the outcome is a UWC the new brand and to easily apply the intentions into practice and we can only brand which is inclusive, values driven and identity to all our communications. The do this if we work together and focus on strong. The brand articulates our ethos and toolkit will support and guide you in your our objectives. Across UWC it is clear that our values, showing that we are passionate, implementation, showing you how to we are stronger when we work together committed, proactive and compassionate. use the identity and follow the spirit of and this collaboration underpins many Our brand is our promise. It’s a guarantee our values so that together we can make of our organisational goals. of the experience that everyone – students, UWC recognisable worldwide. educators, parents, donors, supporters – One of our objectives is to increase the can expect and should receive from any awareness, profile and understanding of encounter with UWC. UWC and our brand strategy is the first step to achieving this goal. It is worth This new brand represents a step change highlighting that the success of many for UWC and we need to be disciplined and Tim Toyne Sewell other objectives, including financial dedicated but also patient as we allow it to Chair sustainability, extending our impact and become established. As with all brands, we increasing awareness of our model of must use it and manage it properly or it will education will rely on our brand awareness. soon become meaningless. 1.0 THE BRAND To make our brand really work, we need to make sure it’s implemented correctly and consistently – across all our communications. This will help us to present UWC as a coherent, effective organisation – one which is easy for people to identify with. Over the next few pages, you’ll find the main rules for using our identity. Always refer to and follow these, whenever you’re producing UWC communications. 1.1 THE BRAND OUR MISSION UWC makes education a force to unite people, nations and cultures for peace and a sustainable future. 1.2 THE BRAND OUR AMBITION UWC aims to: • produce UWC alumni each year who, through their own action and personal example, can become leaders in their communities and demonstrate their commitment to making a positive difference in the world • become recognised internationally for its distinctive model of education • provide an example for other schools, educational organisations and governments which recognise the role of education as a force for peace and a sustainable future. 1.3 THE BRAND OUR VALUES INTERNATIONAL AND MUTUAL RESPONSIBILITY RESPECT FOR THE ENVIRONMENT PERSONAL CHALLENGE INTERCULTURAL UNDERSTANDING AND RESPECT UWC recognises our interdependence UWC is committed to the concept of UWC is committed to building UWC advocates a collaborative with the environment and is actively learning through doing and the value communities that are free from and mutually supportive approach, seeking solutions that will contribute of interactions and experience. By prejudice and intolerance irrespective recognising that respect underpins the to a sustainable future. Our choices taking the initiative and challenging of gender, socioeconomic, cultural, smooth functioning of any encounter and actions will demonstrate this ourselves, we learn about ourselves racial, religious or national backgrounds. or team. Those engaging with UWC commitment to our communities and those around us as well as will find our members dependable as well as to a wider audience. developing a sense of responsibility CELEBRATION OF DIFFERENCE and respectful. for others. UWC consciously creates supportive A SENSE OF IDEALISM environments where differences COMPASSION AND SERVICE UWC inspires its members to believe ACTION AND PERSONAL EXAMPLE are valued and recognised for the Our actions and language will that it is possible to make a difference UWC believes in the importance of strength they bring to communities. communicate our compassion and and will actively seek to work with acting on your beliefs and taking a commitment to our communities. others who share that belief. lead role in what you do as well as PERSONAL RESPONSIBILITY We will work at all levels – personally, what you say. AND INTEGRITY locally, regionally, nationally and Personal responsibility, accountability internationally – to do what we can and integrity are at the heart of the to make the world a better place. UWC experience. We expect our members, partners and those we work with to behave in a similar way. 1.4 THE BRAND KEY MESSAGES DIVERSITY DRIVES UWC EDUCATION UWC IS TRANSFORMATIONAL UWC challenges people to learn about themselves and others by welcoming UWC challenges you to think for yourself and to take advantage of your a deliberately diverse cross section of students to its programmes, schools personal potential in the context of a diverse community. It is transformational and colleges. At UWC, diversity extends to socioeconomic, cultural, racial and the start of a lifelong journey. and religious backgrounds and experience as well as of nationalities. • “I feel I carry something from UWC with me every single day of my life. I have • “UWC offered a wide range of lifelong experiences that cannot be forgotten. often said that these will remain the most important two years of my life”. The diverse teaching staff from all over the world had offered us a unique Patrik Brundin, Sweden, UWC Atlantic College, Professor of Neuroscience at the Neuronal Survival opportunity to learn in an environment which promoted critical thinking Unit, Lund University. and all round perspective about world issues. The experiences with my peers • “UWC is an amazing community and a wonderful opportunity. The UWC alumni from over 40 different countries have been treasured and never forgotten.” have a huge impact on the rest of the university” Aditya Devalia, Zambia, UWC Waterford Kamhlaba, MBA student and Footballer. Janet Irons, Director of International Admissions, Harvard University. • “Even after thirty years, UWC continues to impact on my life and my business. • “UWC is like a fireball with a lasting glow. At the time it’s so intense – I was a As a result of living those two years in a multicultural community, I actively 16 year old kid from Masterton, New Zealand, dropped into this high-minded, encourage diversity in my business. I see diversity as a strength to draw on; high-energy, idealistic, international environment. Roommates from Uruguay different backgrounds, education, race, gender, all that makes for a much and Kenya, friends from all over, talking all night, learning to ski and climb, stronger organisation.” calculus, music, world literature, social service – and trying to figure ourselves Richard Wise, UK, UWC Pearson College, Chairman, verFides. out in all of that!” Daniel Pringle, New Zealand, UWC-USA, Research Scientist, University of Alaska. • “I made amazing friends from many backgrounds and nationalities who keep challenging the way I look at all aspects of life: from politics and history to family and love. My UWC friends force me to question my prejudices and ideas and greatly enrich my life”. Lila Pla Alemany, Spain, UWC Atlantic College, Film Executive Producer and Writer, Santamandra Produccion. 1.4 THE BRAND KEY MESSAGES UWC IS WORKING TOWARDS RESOLVING UWC IS COMMITTED TO A CULTURE OF THE TENSIONS WITHIN AND ACROSS SOCIETY ENVIRONMENTAL RESPONSIBILITY AND ACTION Understanding and respecting our differences as well as what we have in UWC actively seeks and implements sustainable solutions across the UWC common is at the heart of a UWC experience. The valuable skills that are experience. The skills that UWC students gain while engaging with their developed as students remain with UWC alumni throughout their lives, communities are readily transferable to each subsequent community they benefiting individuals as well as communities as we address become a part of. the tensions that threaten to divide us. • As an exploration geologist, I struggle at the thought that people in general • “The fundamental values of a UWC education are increasingly relevant to may think that my job and my mission contradict each other.