The Ultimate Guide to Manage the Eurodesk Brand Deep Breath IMPRINT
Total Page：16
File Type：pdf, Size：1020Kb
BRAND BOOK The ultimate guide to manage the Eurodesk brand Deep breath IMPRINT ublished by urodes Brussels in Rue au leurs 32 Brussels Belgiu esigners ditors Pedro ruond solt arton opyright urodes 2018 inoeurodes.eu eurodes.eu CONTENTS page 2 page 4 page 5 page 6 page 7 page 8 page 16 page 18 page 24 page 34 page 36 page 38 page 42 01 BASICS OF GRAPHIC DESIGN The six principles Creating well-designed and coherent communication materials is based on understanding the basics o graphic design. This does not mean that everyone should practice graphic design but with the si basic principles in mind it is much easier to coe up with good ideas or brie a professional designer. The si basic principles not only provide guidance or the visual aspects but also help to dra attention to the messages you might want to channel. BALANCE HIERARCHY COMPOSITION Balance is to thin o each o the ierarchy in design helps to bring Coposition refers to the overall elements on the layout as having the right amount o attention to arrangement o elements in your ‘weight behind them. Consider the important parts o your layout. design. This is where you can play the attributes o each text bo The most important elements are experiment and make a good design image bloc o colour and what to be ‘dressed more visibly so they loo great. There are soe general ‘weight they have in relation to comand the ost attention. Each rules (dividing the page into two other elements on the page. I one o the hierarchical level should be dividing the page into thirds etc. element is 'overweight' it can get 'dressed differently. As we go lower but being inventive can result in too much attention on your layout in the hierarchy the elements should interesting and surprising layouts. overshadowing more important parts. have a ore and ore subtle loo. (E.g. The title should loo differently than the paragraph belo it.) DIRECTION CONTRAST REPETITION An important aspect o many designs Contrast has a great effect on Repetition is a crucial element is ho and in what direction the readability and legibility as well. when it comes to branding. It eyes move over the page this is Contrast is oten the key ingredient provides consistency between also sometimes referred to as ‘flow’. for making your designs ‘pop’. Some the comunication aterials you Studies prove that a common pattern common forms o contrast are dar produce. Repetition can also help for the eye to take is an “E or “F vs. light thic vs. thin large vs. small to create order in your layout by shape when it comes to web pages etc. structuring the content into sections so placing your top content to the chapters etc. left o your page or along the top is your best bet. Another common pattern that the eye traces over is a “Z” shape. 2 Basics of graphic design The five elements Once you get familiar with the key principles o design you can eplore the elements used while designing. There are many different views about what is considered to be eleents o design. Here you can read about the five most common. Using the combination of the five elements while respecting the six principles is key or a well-considered layout. LINE TYPOGRAPHY COLOUR Lines can be defined as any linear What intonation speed and speech Colours create specific moods, marks. So lines make up just about style is to verbal comunication, atmospheres, and can channel everything. Lines can channel certain this is typography to written emotions. Each shade has certain ideas too. traight ones can evoke communication. The font style can specific connotations associated with order and neatness wavy lines can define how the reader reads and it. Selecting the right cobination create movement and zig-zagged conceives the content o the text. can remind the reader o a brand. In lines can imply tension or excitement. There are many different font families short colours can make or brea your The weight direction and colour o but there are five categories: serif design. the lines can drastically change the (fonts with legs) sans seri (fonts layout. without legs) display (fonts intended to use at large sizes) handwriting and onospace (fonts with each letter having the same width). SHAPE TEXTURE Shapes are defined by boundaries Slee graphic designs can be composed o lines or colours. They wonderful, but soetimes, roughing are oten used to emphasize space. it up a little with some texture can be As species human beings are even better. Texture can add tactility scientifically proven to be drawn depth and can add some pretty to symmetry. We find symmetrical interesting effects to your design. shapes generally ore attractive, The question o the texture can come effective and beautiful. Some most when you select the paper you print commonly used shapes in design your design on but there are ways to are squares or rectangles, circles evoke texture effects digitally mostly and triangles. Consider applying by applying patterns on parts o the depth effect on shapes. Even with layout. the flattest of mediums, you are able to create a sense o depth and an illusion that your design expands beyond the second dimension. 3 022 INTRODUCTION Learning mobility is a life changing experience for young people. More and ore are eager to go abroad but they do not always no that networks like Eurodes exist and that grants such as Erasmus can make their dreams come true. We have to make sure that our brand is stronger that our tools are responding to the needs o young people and that we engage with broader communities on social media. Our slogan is at the core of this approach: “Informing all young people about ways to experience the world”. Youth information is one of the #YouthGoals of the Structured Dialogue and of the upcoming EU Youth Strategy (2019-2027). Indeed, even if a lot of information is available online, it is more and more difficult or young people to evaluate its quality and relevance. In all the Youth Conferences have attended since 2016 quality youth inoration about learning mobility having local relays and a common European Plator were mentioned as necessary tools to be created. These solutions are already there Our key challenge is to connect the dots. Created in 1990 Eurodes has become the main source o youth inoration on European policies mobility opportunities and programmes. We have a clear mandate from the European Union, being a recognised youth information network supporting the implementation of the EU Youth Strategy and of the Erasmus+ programme. Our core mission as Eurodesk is to raise awareness on learning mobility opportunities and encourage young people to become active citizens. Eurodes operates at European level with a networ o 3 national coordinators connected to over 100 local inoration providers in 3 European countries. Our added value is to reach young people where they are through those who wor with the on a daily basis. Having such a widespread and diverse networ it can be challenging to communicate the Eurodes brand cohesively and comprehensively in the different countries. Today only a limited number o young people know that we exist and benefit from our services, with huge disparities across countries. Although, our financial and human resources are scarce, by using the potential of our network and the support that Eurodes Brussels Lin can provide our brand could become stronger. ith both visual and textual guides and examples the Eurodes Brand Boo aims to provide an easy solution for these challenges. hope you will enjoy reading and using the Eurodes Brand Book. Audrey Frith Director o Eurodesk 4 03 MISSION The mission of Eurodesk is to raise awareness among young people on mobility opportunities and to encourage them to become active citizens. VISION Eurodesk envisions a world where all young people live up to their potentials and become active European citizens by the experiences gained through mobility opportunities abroad. 5 04 TONE OF VOICE Tone of voice is how the character of the organisation comes through in words, written, spoken and visually. It’s not about what is said, but rather the way it is said, and the impression it makes. Having a cohesive and well-defined tone of voice results in a consistent communication style that helps to build trust in the audience. Eurodesk's tone of voice is playful (reflective to the world and following trends), personal (addresses the audience directly with messages, and reaches out to individuals personally) and authentic (comes across as reliable, trustworthy, and knowledgeable about the opportunities it offers). When creating your messages try to keep it simple, familiar and straightforward. The communication should be playful but not silly, confident but not cocky, informal but not boring, helpful but not overbearing, sympathetic but not too intimate. You can use Eurodesk's key principles as guides when formulating your communication. EURODESK'S KEY PRINCIPLES 1 Works with qualified and trained staff 2 Is free of charge Provides reliability information and guidance for 3 Notice individual’s requirements 4 all young people 5 Provides neutral information 6 Refers to other information services Enables access to local and regional information Provides information based on testimonials 7 8 all over Europe and true stories 9 Refers especially to financial support programmes 10 Works with verified and trusted sources 6 05 Informing all young people about ways to experience the world. The Eurodes slogan encapsulates the concept o the mission and vision into a short easy-to-understand sentence.