A basic manual of standards - My Laureate - Laureate Education

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A basic manual of standards - My Laureate - Laureate Education

TA B L E O F C O N T E N T SPart 1 - Welcome 3Shaping relationships 4Laureate International Universities 5Our brand is a relationship 6What we stand for 7Our DNA 8Our evolving audiences and stakeholders 9Our evolving audiences and stakeholders...continued 10Part 2 - Universities & business units 11A company dedicated to higher education 12Laureate Education, Inc. 13Part 3 - Elements of our identity 14Our graphic signature 15The logotype 16Positioning and configuration 17Corporate colors 18Graphic signature reproduction 19How not to use our graphic signature 20Color palette 21Typography 22Using our name in writing 23Important legal requirements 24© 2010 | Laureate Education, Inc. Table of Contents | 2


Part 1 W E L C O M E© 2010 | Laureate Education, Inc. | 3


W H AT W E S TA N D F O RLaureate is an internationalcommunity of universitiesthat encourages learningwithout boundaries. Ourpurpose is to offer highereducation with a uniquemulticultural perspective, andto prepare our students forexciting careers and lifelongachievement. We believe thatwhen our students succeed,countries prosper andsocieties benefit.Five important attributes form the core of our current positioning in themarketplace—attributes that should inform the points we make in speakingand writing about ourselves:1. We are international. With universities and partners in many countriesand continents, we have both a global footprint and a global way ofthinking and working.2. We are a network. Every student, every faculty member, every employee,and every university are connected to one another through programs,practices, and platforms created across our organization. Our connectionsaccelerate learning and growth of people and programs.3. Our universities are of high quality. Every institution is accredited andmany are recognized leaders in their areas of specialization. All arededicated to continuous improvement.4. We are connected to the real world…in so many ways. We arecustomer-centered so our programs and performance remain focusedon delivering value. Our degrees and other offerings are attuned to whatstudents want and employers demand.5. Trust matters most. We know we must earn and keep the trust of thestudents, faculty, employees, and communities we serve.– Douglas L. Becker© 2010 | Laureate Education, Inc. Welcome | 7


O U R D N AWho we are, what we believe, what we do, and how we do itIn 2007, we introduced our Laureate DNA. It serves as an invaluable guide for our leaders andemployees in living our brand and aligning our culture.Who we areWe are international.We are customer-centered.• Our customers have a voice in key decisions.• We are outcome oriented vs. input driven. We are analytical.• Our decisions are based on data.• Corporate leadership wants and needs to know about problems.We’re competitive; we’re winners!What we believeWe believe our most valuable asset is our people.We insist on the highest standard of transparency and ethics.We believe we are making a positive impact on society.• Our work contributes to social mobility and a growing middle class.• We are partners in helping students realize their dreams.What we doWe provide higher education focused on careers.• We deliver multiyear degree programs.• Our programs focus on workforce needs: careers whereemployment prospects are brightest.• We enable students to build unique, worldwide competencies incareers with international standards.• We are leaders in serving adult students. We operate within aglobal network.We are performance-driven.• We run country operations as local businesses within a worldwidecorporate structure.• Our faculty are accountable for student results.• We maximize the utilization of our facilities.• We actively manage our good reputation with students and regulators.How we do itWe leverage our network.• We share best practices.• We recruit students within and between countries.• We are great marketers.We measure to manage.• We focus on key metrics.• We reinvest in businesses so long as they meet targets.• We focus on key financial principles.© 2010 | Laureate Education, Inc. Welcome | 8


O U R E V O LV I N G A U D I E N C E S A N D S TA K E H O L D E R SSpeaking directly to students and others around the worldFor nearly a decade, Laureate quietly earned a position of leadership in global highereducation. Key audiences primarily were institutional: investors, university leaders,regulators, and business media. The universities created and maintained therelationships with our customers.As our network matured and with the launch of www.laureate.net, we marked animportant new milestone: delivery of true network products and services to students,faculty, alumni, and others throughout the world. So, the Laureate red laurel leaf wasintroduced as the graphic identity for Laureate International Universities – a richerbrand to an expanded universe of audiences.Today, we are delivering on the “international” or “network”brand promise made by individual institutions to students,faculty, and even their communities. Even as the network helpsdeliver network products and services, the individual brandsof each institution remain our foremost identity to the world.…the individual brands of each institutionremain our foremost identity to the world.A look at our various audiences helps to clarify the relationshipsat the core of our brand.© 2010 | Laureate Education, Inc. Welcome | 9


O U R E V O LV I N G A U D I E N C E S A N D S TA K E H O L D E R S . . . C O N T I N U E DSensitive to a global audienceAs an international leader in higher education, welive and work in the view of literally millions of peoplearound the globe. We must behave and communicatekeeping some important realities in mind:• Our view must be global and multicultural.• We must respect every audience.• Everything we write or say may become public.• Our words are likely to be translated intomultiple languages.• Some audience segments are accustomed tospecialized jargon and level of understanding.We must take care to use the right voice andlanguage for each audience.There is a core universe of audiences we alwaysmust keep in mind. Here is a brief list of stakeholderswith whom we communicate most often.Our co-workers…including employees of our manybusiness units as well as faculty and staff within ouruniversities around the world. This also includes candidatesfor future employment as well as ourco-worker “alumni.”Our customers…located around the world andconnected to us online and on campus. When wecount our alumni, their number leaps into the millions.Our communities…the families of our employeesand customers; the higher education community;and especially the communities to whom our localuniversities represent social, economic, cultural,healthcare, and intellectual assets.Our regulators and accreditation boards…in everyjurisdiction where we operate, and across manyprofessions, are countless official and quasi-officialentities with a direct influence over our success.Our partners…including joint venture partners,universities we don’t own yet with whom wecollaborate, vendors, and countless others.Our investors…outsiders who provide invaluablecapital in return for a financial interest in ourcompany and its performance, including thosewho may join this group in the future.© 2010 | Laureate Education, Inc. Welcome | 10


A C O M PA N Y D E D I C AT E D TO H I G H E R E D U C AT I O NUnderstanding Our StructureLaureate is an innovator in higher education. Among its nontraditional features are itsprivate structure and its integration of university and business concepts. Eachuniversity in the network operates as an independent local institution supported byan international corporate structure.This has important implications for how we present each of these individual components.The “Madrid Convention”In order to enable each network institution to operate under its own local brand,while at the same time conveying their place in the global network, an elegantgraphic identity system was created. Referred to as Laureate’s “Madrid Convention”(named after the city where it was developed), the system established a simplegraphic standard for the co-branded, graphically integrated use of the nameLaureate International Universities beneath the logomarkand name of each individual institution.This standard extends only to the logo (the integratedlogomark and logotype) and its use. The Madrid Conventiondoes not specify a graphic system for the university (i.e.,a color palette, stationery layouts, signage, etc.). All theseand other application decisions are left to the individual university.Details and examples of the Madrid Convention are provided later in this manual.The vast majority of faculty and staff are employed by individual institutions and areidentified as such on their business cards.© 2010 | Laureate Education, Inc. Universities & Business Units | 12


L A U R E AT E E D U C AT I O N , I N C .Our U.S. Corporate Identity and Other Legal EntitiesThroughout the world, Laureate International Universities is what we call our network,and it is the preferred identity for promotional and network-oriented messages. Yet thebusiness that supports and operates our universities is more complex. Outside theUnited States, only a small number of Laureate employees are not directly employedby a university. Typically, these employees will be introduced under the banner ofLaureate International Universities, while identifying the corporateentity they represent in all legal representations. In the U.S., thecorporation – the legal entity – is Laureate Education, Inc.All contracts and other legal representations made by U.S.employees who are not employed directly by a university –including the identity on their business cards – must bemade in the name of Laureate Education, Inc.The purposeful and careful use of both names is necessary ifwe want stakeholders to properly appreciate the breadth of ournetwork – offerings associated with more than one institution –while meeting our legal obligations as a corporation.Be sure the “Laureate International Universities ® is a registered trademark ofLaureate Education, Inc.” is appended to every first-reference use of LaureateInternational Universities.Throughout the world, be sureThis is already embedded in the forms you’ll find in this manual, but please take careto include it when you create new materials.Additional details about the use by U.S.-based employees of Laureate Education, Inc.,are provided elsewhere in this manual.“Laureate International Universities®is a registered trademark of LaureateEducation, Inc.” is appended to everyuse of Laureate International Universities.© 2010 | Laureate Education, Inc. Universities & Business Units | 13


Part 3 E L E M E N TSO F O U RI D E N T I T Y© 2010 | Laureate Education, Inc. | 14


T H E L O G O T Y P ETwo logotypes are utilized: Laureate International Universities and LaureateEducation, Inc. (U.S. only) – each presented in this specific typeface, relativesize, case, and orientation. They are contemporary, unusual, and strong.They work in a wide variety of media. The word Laureate dominates insize, density, and positioning, strongly influencing the reader to refer tous as “Laureate,” rather than the acronym “LIU,” or inconsistently, as“Laureate International,” or even “Laureate Universities.” Laureate isthe word that carries the most emotional meaning (excellence) and deliversthe greatest differentiation.The use of Laureate Education, Inc., in the United StatesThe legal name of the company is “Laureate Education, Inc.” Inthe U.S., “Laureate International Universities” is also usedto describe our network and network-related products andservices. However, the company (which we differentiatefrom “the network”) is always referred to by its legal nameof Laureate Education, Inc.All U.S.-based employees not affiliated with a specificuniversity are identified as working for Laureate Education,Inc. On a case-by-case or function-by-function basis,certain U.S.-based employees with responsibilities relatingprimarily to the network or network products and serviceshave a business card with the LIU logo along with thecompany name, “Laureate Education, Inc.,” in type beneaththeir job title.The typographic family on which the logotype is based is Whitney, Light, and Bold.Whitney LightAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789 !@#$%^&*()-_=+[]{}?/;:’”Whitney BoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789 !@#$%^&*()-_=+[]{}?/;:’”© 2010 | Laureate Education, Inc. Elements of Our Identity | 16


P O S I T I O N I N G A N D C O N F I G U R AT I O NRegardless of the space available, our graphic signature can be presented in one oftwo configurations: horizontal or vertical.Always keep space to adjacent artwork, text, or surface edge of at least 1 x from anypoint on the graphic signature.The graphic signature should never be presented any smaller than .25” (6.35mm)from the baseline to the cap height of the logotype..25” (6.35mm) .25” (6.35mm)© 2010 | Laureate Education, Inc. Elements of Our Identity | 17


G R A P H I C S I G N AT U R E R E P R O D U C T I O NColor, black, and reversedWhen possible – using electronic or printed media – the graphic signature should bereproduced in color.On light backgrounds the logomark should be printed using Pantone 179 C or U,CMYK, or RGB, and the logotype should appear in black. On a black background,the logomark should print the same way with the logotype reversing to white. On solidbackgrounds other than black or textured backgrounds (such as photos), the entiregraphic signature should reverse to white.Pantone color, CMYK or RGBWhen only one color is available, the graphic signature should be printed in black orbe reversed to white. Do not print the signature in any other color nor a screen of a color.Black or one color© 2010 | Laureate Education, Inc. Elements of Our Identity | 19


C O L O R P A L E T T EConsistently flexibleThe range of communications media and opportunities is unending. It demands abroader palette of color that is flexible, yet visually consistent.As with our corporate colors, each color in this spectrum has a specific formulationfor each reproduction scenario. Please adhere to the formulations at all times.HTML F1CB00HTML C3B600HTML 026CB6HTML 9B5BA5HTML 5F6062PANTONE ®110R 241G 203B 0C 0M 12Y 100K 7PANTONE ®3975R 195G 182B 0C 0M 0Y 100K 29PANTONE ®660R 2G 108B 182C 90M 57Y 0K 0PANTONE ®258R 155G 91B 165C 43M 76Y 0K 0PANTONE ®425R 95G 96B 98C 0M 0Y 0K 77HTML FDBB30HTML B4CC95HTML 96B4DEHTML 9397CBHTML BBB0A3PANTONE ®1235R 253G 187B 48C 0M 29Y 91K 0PANTONE ®577R 180G 204B 149C 24M 0Y 46K 10PANTONE ®7451R 150G 180B 222C 40M 21Y 0K 0PANTONE ®7446R 147G 150B 203C 43M 38Y 0K 0PANTONE ®402R 187G 176B 163C 0M 6Y 14K 31PANTONE® and other Pantone, Inc., trademarks are the property of Pantone, Inc.© 2010 | Laureate Education, Inc. Elements of Our Identity | 21


T Y P O G R A P H YThe right font for the right mediaWhen it comes to the tools of written communication, typography is, by far, the mostbasic, the most important, and the most misused! While there are literally hundredsof fonts available, each projects a unique style, personality, and character, makingsome more appropriate choices for Laureate.The combination of fonts chosen for the Laureate graphic identity was selected in orderto achieve visual consistency while still accommodating the technical needs of variousmedia and satisfying the hierarchical requirements of widely varying designs and narrative.The Whitney and Trade Gothic font families should be used in all professionally producedmaterial. Generally speaking, use Whitney for significant headlines and subject titlesand Trade Gothic for subheads and body copy. When neither of these is available –such as in the web environment – substitute the Arial type family.WhitneyAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789 !@#$%^&*()-_=+[]{}?/;:’”Trade GothicAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789 !@#$%^&*()-_=+[]{}?/;:’”ArialAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz0123456789 !@#$%^&*()-_=+[]{}?/;:’”© 2010 | Laureate Education, Inc. Elements of Our Identity | 22


I M P O R TA N T L E G A L R E Q U I R E M E N T SThere are a number of important legal requirements we mustrespect when creating written and graphic materials on behalfof the company.Trademarks and copyrighted materials only will remain assetsof Laureate if we protect them. Correct usage will help guardagainst infringement of these assets.The symbol ® signifies a trademark that has been registeredwith the United States Patent and Trademark Office and similaroffices around the world. The symbol is used to claim trademarkrights without or until registering the mark with the USPTO.A party holding a trademark has the exclusive right to use themark for specified classes of goods or services, and of course,the right to prevent others from using it for the same classes ofgoods or services. A trademark does not prevent third parties fromusing the same or similar mark for a different class of goods orservices, provided consumers aren’t confused.For registered trademarks:“[NAME OF MARK] is a registered trademark of Laureate Education, Inc.”For unregistered trademarks or trademarks with pending trademark applications:“[NAME OF MARK] is a trademark of Laureate Education, Inc. ® ”Please consult our legal department with questions.Laureate International Universities ® is used by Laureate Education, Inc., astrademarks for education services.Correct forms for first use in a document:Laureate International Universities ®Laureate Education, Inc. ®Incorrect first use:Laureate International UniversitiesLAUREATE INTERNATIONAL UNIVERSITIESLAUREATE International UniversitiesCorrect form for subsequent use in a document:Laureate International Universities ®Laureate International UniversitiesLaureate Education, Inc. ®Laureate EducationLAUREATE INTERNATIONAL UNIVERSITIES ®LAUREATE INTERNATIONAL UNIVERSITIESAny use of Laureate trademarks by third parties must be approvedby the company’s general counsel. Any questionable use orinfringement of our trademarks should be reported promptly toour legal department.Whenever feasible, use the following sentence at the end of adocument containing Laureate trademarks or service marks:Trademark: any word, name, or symbol used in commerce to identify themanufacturer or seller of goods or services.© 2010 | Laureate Education, Inc. Elements of Our Identity | 24

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