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Brand Manual Template
57 Pages - All rights reserved 2023
Model 01
Egyptian Pharmaceutical Students` Federation
Egyptian Russian University
2
Table of content
Introduction
Verbal Identity
Visual Identity
5
6
6
6
8
18
22
28
30
30
32
38
40
42
44
50
01
02
03
Logo
Logo
Varations
Varations
Dont`s
Dont`s
Products logo
Products logo
Color System
Color System
Pattern
Pattern
Typography
Typography
Brand Imagery
Brand Imagery
Icongraphy
Icongraphy
Mission
Mission
Story
Story
Values
Values
Marketing Strategy
Marketing Strategy
Tone of Voice
Tone of Voice
26
3
Social Media Templates
CopyRights Statment
Reference& Contact
Authors
Merch & Stationery 52
54
56
56
57
04
05
06
07
08
4
Acknowledgments
Over the last 15 years, EPSF-ERU Media and Publications committee
has always been ahead. You`re reading this book thanks to the
results done through these all years, the outstanding continous
efforts from different people, each of whom has done their part
perfectly.
Countless anonymous people have assisted in the efforts on
this book. Thanks go to all Media and Publications chairpersons
and their teams over all the years whose diligent work has been
valuable and appreciated. This manual brand is nothing but the
results of your efforts.
Thanks to Adham Maher, Kareem Saleh, Noha Adel, Ahmed
Basiony, Mohamed Hassan, Mohamed Essam, Omar Elamir, Rofida
Bashir and Moamen Talat.
Abduallah Esmail
EPSF-ERU M&P Chairperson 2016-2017
5
Introduction
Welcome
EPSF ERU Brand Guide presents you with a new and comprehensive
standard that defines our brand. Consider it as the living and
evolving source for consistent communications across a wide
audience of consumers.
These guidelines are designed to ensure a consistent look and tone
in all communication. This document communicates the Brand
Identity of EPSF ERU. Clearly articulating the mission,values and
persona for the design of all subsequent brand artifacts.
Create, expand and provide innovation and brand expression
through a verbal and visual language that synthesizes the classic
good design.
Each element of the brand has a specific role to play, but the real
magic happens when they are all used together. The following
pages will help you understand our brand, what it stands for and
how to express it in the best possible ways.
6
Verbal Identity
Story
EPSFERUwasfoundeduponsimpleyetuniqueprinciples-tofocuson
truly outstanding students`needs and to create stunning solutions
and awareness for most public health issues. Around 15 years ago,
EPSF ERU moved to focus even more closely on pharmacist career
pathways after graduation. Conducting Exceptional projects and
training programs towards creating different opportunities and
new paths for everyone.
Mission
Our mission is making the Egyptian pharmacist more developed
and knowledgeable about his career and role in serving the
community through a wide range of professional long projects.
7
Inspire The World
These three words have been the visionary’s rallying cry. To cross vast
oceans, explore untamed territories and rocket to the heavens above.
We draw inspiration from these pioneering spirits — the adventurous
souls who set out to achieve the impossible and share their discoveries
with the world.
They’ve never shied away from “Inspire The World” and neither will we.
To us, it’s not an excuse. It’s a challenge.
8
Ourbrand is manythings to
many people. Here’s what
is to us.
Who we
Who we
are
are
defines
defines
what we do.
what we do.
9
A brand archetype is a representation of your brand as a persona
based on 12 key human desires and values, such as safety, power
and belonging.
The idea behind creating our archetype is to build a brand narrative
and create an emotional connection with our audience.
Hereisthe 12 brandarchetypes,Checkbelowforourownarchetypes.
Concept
10
The
The
hero
hero
We don’t turn our back on
challenges, we run towards
them. To us, every obstacle
is an opportunity
11
The
The
magician
magician
We’ve never forgotten the sense of
wonder and amazement that
comes from transforming the
ordinary into the extraordinary.
12
The
The
explorer
explorer
We’re not the type to follow
well-traveled trails. We’d rather
blaze our own and see where
it takes us. The unknown isn’t
something to avoid
— it’s the destination
13
Expand
Expand
brand
brand
language
language
and provide
and provide
innovation
innovation
and brand
and brand
expression.
expression.
14
We drive pioneering spirits
to achieve more than we
could alone.
Together
Together
we
we
achieve
achieve
more
more
15
Pioneering
Pioneering
Spirits
Spirits
Pioneering Spirits are confident,
ambitious and always strive for
success. They’re lovers of life and
seekers of escape who enjoy being
the center of attention, typically
by sharing their adventures with
others.
16
How do
How do
we
we
empower
empower
others?
others?
By staying true to ourselves.
By staying true to ourselves.
17
Passion
Passion holds significant meaning to what we do. As we have the
Passion holds significant meaning to what we do. As we have the
passion to learn, develop and help,It brings us greater fulfillment
passion to learn, develop and help,It brings us greater fulfillment
in the contribution we make in the community. Being passionate
in the contribution we make in the community. Being passionate
can help us develop and maintain a healthy work-life balance. We
can help us develop and maintain a healthy work-life balance. We
always do it with passion.
always do it with passion.
Respect
We act with consideration for others` ideas, respect the entity and
We act with consideration for others` ideas, respect the entity and
reflect it.Sharing thoughts openly to inspire trust and encourage
reflect it.Sharing thoughts openly to inspire trust and encourage
collaboration.
collaboration.
Collabaration
Effective teamwork comprises a committed group of people
Effective teamwork comprises a committed group of people
working together in a synergised manner. We believed in together
working together in a synergised manner. We believed in together
we achieve more towards a shared goal.
we achieve more towards a shared goal.
18
Verbal Identity
02
02 The
The
Approach
Approach
Our Marketing Strategy
Our Marketing Strategy
19
Values
What, when,
What, when,
where
where
and
and
how.
how.
Communications shouldn’t be
Communications shouldn’t be
one-size-fits-all. While brand
one-size-fits-all. While brand
presentation should remain
presentation should remain
consistent channel-to-channel,
consistent channel-to-channel,
subtle shifts need to be made as
subtle shifts need to be made as
marketing objectives change.
marketing objectives change.
20
Engage
Engage
Direction
Direction
Aim for anthemic. Put
Aim for anthemic. Put
audience facing spin on our
audience facing spin on our
brand statement.
brand statement.
Execution
Execution
• Craft intriguing,
• Craft intriguing,
brand-building copy.
brand-building copy.
• Bleed lifestyle imagery to the
• Bleed lifestyle imagery to the
edges.
edges.
• Express what benefits of
• Express what benefits of
participation vs. regular
participation vs. regular
student activity features.
student activity features.
• Foster anticipation,
• Foster anticipation,
excitement.
excitement.
Audience’s Feelings
Audience’s Feelings
• Curiosity
• Curiosity
• Enthusiasm
• Enthusiasm
• Optimism
• Optimism
Persuade
Persuade
Direction
Direction
Be more down-to-
Be more down-to-
earth. Not as lofty, but
earth. Not as lofty, but
still aspirational. Work in
still aspirational. Work in
benefit messaging, but
benefit messaging, but
in a compelling way.
in a compelling way.
Execution
Execution
• Create gripping,
• Create gripping,
benefit-driven copy.
benefit-driven copy.
• Blend striking benefits
• Blend striking benefits
imagery with lifestyle
imagery with lifestyle
photography.
photography.
• Capture (and hold)
• Capture (and hold)
people’s attention.
people’s attention.
Audience’s Feelings
Audience’s Feelings
• Interest
• Interest
• Surprise
• Surprise
• Wonder
• Wonder
...........................................................................
Our marketing objectives
21
Guide
Guide
Direction
Direction
Give the audience a
Give the audience a
deep understanding of
deep understanding of
the provided value.
the provided value.
Execution
Execution
• Write direct,
• Write direct,
demonstrative copy.
demonstrative copy.
• Educate, provide
• Educate, provide
specifics needs and
specifics needs and
values.
values.
• Communicate with
• Communicate with
great clarity.
great clarity.
Audience’s Feelings
Audience’s Feelings
• Trust
• Trust
• Empowerment
• Empowerment
• Delight
• Delight
Inform
Inform
Direction
Direction
Focus on solutions.
Focus on solutions.
Allude to what a
Allude to what a
participation witin your
participation witin your
programs can do
programs can do
without being too
without being too
granular.
granular.
Execution
Execution
• Deliver explanatory
• Deliver explanatory
copy.
copy.
• Enlighten without
• Enlighten without
overwhelming.
overwhelming.
• Answer existing needs,
• Answer existing needs,
triggers new ones.
triggers new ones.
Audience’s Feelings
Audience’s Feelings
• Engagement
• Engagement
• Understanding
• Understanding
• Fascination
• Fascination
...........................................................................
22
It`s not what
It`s not what
you
you
said.
said.
It`s how
It`s how
you said
you said
it.
it.
23
Let nothing hold you
back.
We’re about boundless possibilities, with all the excitement and
We’re about boundless possibilities, with all the excitement and
enthusiasm that entails. While we want to amaze people with our
enthusiasm that entails. While we want to amaze people with our
achievements, we don’t want to boast. So aim for confident instead
achievements, we don’t want to boast. So aim for confident instead
of conceited. Keep the copy conversational and avoid cold, technical
of conceited. Keep the copy conversational and avoid cold, technical
language.
language.
Be Empathetic
Don’t talk at the consumer. Instead, talk to them. Begin by working
Don’t talk at the consumer. Instead, talk to them. Begin by working
in personal pronouns like ‘you’ and ‘yours.’ That way you’ll be
in personal pronouns like ‘you’ and ‘yours.’ That way you’ll be
speaking about them as you speak about us.
speaking about them as you speak about us.
Position Uniquely
To differentiate us from other brands, highlight our emphasis on
To differentiate us from other brands, highlight our emphasis on
areas like sharing. It’s one of the many ways we’ve improved how
areas like sharing. It’s one of the many ways we’ve improved how
people communicate. Let’s make sure people know that.
people communicate. Let’s make sure people know that.
Tell Memorable Stories
Answer the consumer’s “what have you done for me lately?”
Answer the consumer’s “what have you done for me lately?”
before they even ask. Be clear, genuine and upbeat
before they even ask. Be clear, genuine and upbeat
24
Inspirational
Inspirational
We inspire our audience who can achieve
We inspire our audience who can achieve
their goals professionaly by introducing the
their goals professionaly by introducing the
apportunities to let them go through.
apportunities to let them go through.
Effective
Effective
Our words have an effective impact on my
Our words have an effective impact on my
audience, so our donation campaign let us
audience, so our donation campaign let us
achieve many blood bags.
achieve many blood bags.
Voice of tone
25
Confident
Confident
We are confident to provide the best ways of all
We are confident to provide the best ways of all
pharmacists to keep up the life after
pharmacists to keep up the life after
graduation and get away from any
graduation and get away from any
confusion
confusion
Sincere
Sincere
sincerity is the key to create strong relation
sincerity is the key to create strong relation
with our audience, so our events are planned
with our audience, so our events are planned
and organized well to provide the best
and organized well to provide the best
service for them
service for them
26
Logo Concept
Logo Concept
Varations
Varations
Do & Don`t
Do & Don`t
Products logo
Products logo
Colors
Colors
Fonts
Fonts
Pattern
Pattern
Photography
Photography
Icongraphy
Icongraphy
27
03
03 The
The
Brand Cues
Brand Cues
What we look like
What we look like
28
Concept
The official fullfledged logo
The official fullfledged logo
of EPSF ERU should be used
of EPSF ERU should be used
in all instances related to
in all instances related to
this brand. The current
this brand. The current
logotype was
logotype was
implemented in 2008. It
implemented in 2008. It
aexcept little ratio change
aexcept little ratio change
in 2022.
in 2022.
EPSF ERU logotype is a
EPSF ERU logotype is a
lettermark representation
lettermark representation
of the brand. it should not
of the brand. it should not
be altered in any way un-
be altered in any way un-
der any circumstances.
der any circumstances.
A typography-based
A typography-based
logo that’s comprised
logo that’s comprised
of brand initials letters. it`s
of brand initials letters. it`s
all about simplicity. By
all about simplicity. By
utilizing just a few letters
utilizing just a few letters
lettermark logos are
lettermark logos are
effective at streamlining
effective at streamlining
and focuses brand name
and focuses brand name
alone.
alone.
The benefit of a monogram
The benefit of a monogram
logo is that it features
logo is that it features
brand name or
brand name or
organization so it
organization so it
cultivates clear brand
cultivates clear brand
Letters
EPSF-ERU letters stands for “Egyptian Pharmaceutical Students’
EPSF-ERU letters stands for “Egyptian Pharmaceutical Students’
Federation - Egyptian Russian University”.
Federation - Egyptian Russian University”.
Shape
Fully Manual hand written typography logo consists of the initial
Fully Manual hand written typography logo consists of the initial
seven letters of the brand. Then transfered into digital paths and
seven letters of the brand. Then transfered into digital paths and
lines using adobe illustrator cc.
lines using adobe illustrator cc.
29
------------------------------------------------------------
-----------------------------------------------
-----------------------------------------
-----------------------------------------------
x
1.5
X
Y
Y
Y
------------------------------------------------------------
Keep the minimum allowed protected space around the logo
Keep the minimum allowed protected space around the logo
whenever used. The space should be equal to Y, where Y is
whenever used. The space should be equal to Y, where Y is
equal to the height of the quarernal yellow shape in the logo.
equal to the height of the quarernal yellow shape in the logo.
-----------------------------------------
-----------------------------------------
--------------------------------------------------------
-------------------------------------------------------
30
Variations
Don`t
Do not use
drop shadow
Do not squeeze
out the logo
Do not change
opacity
Do not stretch
out the logo
31
Trying
to edit into
brand logo
is not
accebtable.
32
Products Logo
EPSF-ERU Studio is a room for inspiration, creating and
producing of all tec staff including videos and photographs.
Under subervision of mrketing and media depatments they
produce different related projects.
The official fullfledged logo of EPSF ERU Studio should be used
in all instances related to this brand. The current logotype
was implemented earlier as a secondary logo for the brand
itself. With a little change towards makes it more reliable and
usable as EPSF ERU studio, it ends with these results.
01
Logo
System
33
C100 M84 Y8 K0
R0 B153 G51
C63 M0 Y0 K0
R51 B255 G204
C3 M38 Y96 K0
R242 B0 G168
Color
System
Logo
Varations
The process
palette of colors
is designated for
print-based
output mediums.
Use the RGB
palette of colors
for digital or
screen-based
designs.
Product Icon
Keep the minimum allowed protected space around the logo whe
never used.
C59 M43 Y37 K21
R106 B125 G116
34
Dawn is one of the first production materials done by
EPSF-ERU studio. A platform for students, sharing their
thoughts and voices with different related topics.
An opportunity for everyone who wants to leave
his mark with his voice or thoughts to the world.
02
Logo
System
Products Logo
35
Product
Icon
Brand
Tagline
Color
System
Logo Varations
C0 M63 Y96 K0
R246 B4 G119
It could be
used alone
as brand icon
or pattern. It
has the same
role as main
logo. .
The process
palette of colors is
designted for
print-based output
mediums. Use the
RGB palette of
colors for digital or
screen-based
designs.
It can be used with
or without its tagline.
When tagline added
to the logo shape, it
should be illustra-
ted as shown here
in same height of X
space. It should be
used only with the
primary logo.
C4 M27 94 K0
R245 B4 G189
C19 M100 Y8 K2
R71 B130 G20
C59 M43 Y37 K21
R106 B125 G116
Product Icon
Keep the minimum allowed protected space around the logo
whenever used. The space should be equal to X , where X is
equal to the height of upper or lower part in the logo as
showed below.
36
2x
X
03
A long-term project produced every year either online or
printed magazine in the university. Covering different items`
students interested in and association year work in all fields.
The official fullfledged logo of EPSF-ERU magazine should be
used in all instances, related to this brand. It consist from
three rectangles flibed with 45 degree, resembles
letter”M” in magazine word, also look alike three books.
Logo
System
Products Logo
37
C3 M38 Y96 K0
R242 B0 G168
C100 M83 Y35 K21
R0 B51 G102
C91 M79 Y62 K97
R0 B0 G0
C63 M0 Y0 K0
R51 B255 G204
Product Icon
Keep the minimum allowed protected space around the logo
whenever used. The space should be equal to X , where X is
equal to the height of any of the 3 shapes in the logo as
showed below.
Color
System
Logo Varations
The process palette of colors is designated for print
-based output mediums. Use the RGB palette of
colors for digital or screen-based designs.
38
Our palette creates a differentiating and distinct color language
evoking EPSF ERU’s core attributes, while further building
consistency and brand equity. Our palette consists of vibrant color
families that may be used as gradations or as solid colors to rein
force and complement with blue.
Gradients should be used in combination with primary and
secondary colors to draw attention to important content or to
reflect product personality attributes.
Blue is a mandatory
component of all EPSF
ERU communications.
Its application builds
brand recognition and
consistency.
Accent colors
provide a vibrant,
passionate and
optimistic tonality
when used in
combination with blue.
Color System
39
Deep Blue
C100 M93 Y43 K70
R0 G0 B51
# 000033
The process palette of colors is designated for print-based
output mediums. Use the RGB palette of colors for digital or
screen-based designs. Gradients are standard linear
gradients.
C0 M0 Y0 K100
R0 G0 B0
HEX: #000000
C62 M47 Y42 K30
R102 G102 B102
# 666666
C0 M0 Y0 K0
R255 G255 B255
HEX: #FFFFFF
C95 M87 Y0 K0
R51 G51 B153
# 333399
C0 M21 Y84 K0
R255 G204 B51
# FFCC33
Light Blue
C65 M0 Y5 K0
R51 G204 B255
# 33CCFF
Primary
Colors
Secondary
Colors
Accent
Colors
Blue
C90 M58 Y0 K0
R0 G102 B204
# 0066CC
40
Pattern
arrangment
Grid System
The usedfulness of using a design pattern is obvious.
With effective use of patterns, you can help draw the eye,
emphasize specific elements of your design, or make you`re
focusing on as you create and share your designs.
Pattern
arrangment
Hex System
Pattern
arrangment
Brick System
Pattern
EPSF-ERU pattern occur from repated arrangment of specific
shape inspired by the logo.
41
enhance
visual
brand
identity
Pattern - Grid System
42
EPSF-ERU corporate typeface is Poppins. It’s strong, yet
modern, and will help reinforce our brand personality. This
typeface should be used across all communications. Print,
digital, web.
Poppins
P o p p i n s B o l d
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ? ! * + ( . , )
P o p p i n s R e g u l a r
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ? ! * + ( . , )
P o p p i n s l i g h t
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ? ! * + ( . , )
P o p p i n s I t a l i c
a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ? ! * + ( . , )
Typography
43
Jenna Sue is our brand secondary or luxury font. Yet add mixture
that radiates energy, flexibility, and cuteness. It will help reinfor-
ce our brand personality. This typeface should be used alongsi-
de the primary font -when needed- across all communications.
Print, digital, web.
This typeface should be used when it comes to arabic text
across all communications. Print, digital, web.
Jenna Sue
Ge SS TWO
J e n n a S u e
a b c d e f g h i j k l m n o p q r s t u v w x yz
A B C DE F G H I J K LMN O P Q R S T U V W X Y Z
1 23 4 5 67 8 9 0 ? ! * + ( . , )
‫ل‬ ‫ك‬ ‫ق‬ ‫ف‬ ‫غ‬ ‫ع‬ ‫ظ‬ ‫ط‬ ‫ض‬ ‫ص‬ ‫ش‬ ‫س‬ ‫ز‬ ‫ر‬ ‫ذ‬ ‫د‬ ‫خ‬ ‫ح‬ ‫ج‬ ‫ث‬ ‫ت‬ ‫ب‬ ‫أ‬
‫ي‬ ‫و‬ ‫ن‬ ‫م‬
1 2 3 4 5 6 7 8 9 0 ! * + ( . )
‫ق‬ ‫ف‬ ‫غ‬ ‫ع‬ ‫ظ‬ ‫ط‬ ‫ض‬ ‫ص‬ ‫ش‬ ‫س‬ ‫ز‬ ‫ر‬ ‫ذ‬ ‫د‬ ‫خ‬ ‫ح‬ ‫ج‬ ‫ث‬ ‫ت‬ ‫ب‬ ‫أ‬
‫ي‬ ‫و‬ ‫ن‬ ‫م‬ ‫ل‬ ‫ك‬
1 2 3 4 5 6 7 8 9 0 ! * + ( . )
44
Photos
Photos
take
take
us on
us on
journeys.
journeys.
Pioneering Spirits capture and share moments
of connection and delight — candid photos of
friends, places they’ve visited and subtle details
that catch their eye. It’s these photos that take us
along on their adventures.
Brand Imagery
Brand Imagery
45
People
Look for instances that feel genuine
Look for instances that feel genuine
and are something people would
and are something people would
like to remember later. If you can’t
like to remember later. If you can’t
imagine taking and sharing a
imagine taking and sharing a
particular photo, others probably
particular photo, others probably
won’t either.
won’t either.
Awareness
Main activity of your brand.Select
Main activity of your brand.Select
imagery that conveys a perfectly
imagery that conveys a perfectly
timed getaway, a personal
timed getaway, a personal
achievement or another life event
achievement or another life event
people would typically commemo-
people would typically commemo-
rate.
rate.
Objects
Choose inanimate objects that
Choose inanimate objects that
come alive with meaning. Before
come alive with meaning. Before
you pick something visually interes-
you pick something visually interes-
ting, ask yourself what makes it that
ting, ask yourself what makes it that
way.
way.
Behind the scence
It helps humanize a brand, product,
It helps humanize a brand, product,
or service in no small way. They of-
or service in no small way. They of-
fer the audience a peek behind the
fer the audience a peek behind the
curtains, giving them a feeling of
curtains, giving them a feeling of
inclusion that helps them connect
inclusion that helps them connect
with your brand on a deeper level
with your brand on a deeper level
46
People
47
Awareness
48
Objects
49
Behind the scence
50
Iconogr
The visual
expression
of a brand
and product
Iconography
51
raphy
Concept
Outline of the brand story,
Outline of the brand story,
ethos and purpose/mission
ethos and purpose/mission
resembling all needed tools
resembling all needed tools
and services used within
and services used within
various designs.
various designs.
Brand icons are the visual
Brand icons are the visual
expression of a brand and
expression of a brand and
product, including their
product, including their
services and tools.
services and tools.
Find out more HERE
52
Stationery
Concept
Introducing brand`s image items as part of a branding
startegy, including LetterHead, Business Card, Note Books,
Envelope, Stickers, Pin and Roll Ups.
53
Concept
A key for lasting user experience with such elements with high-
qualitymaterials to make them pop.
Find out more HERE
54
Social media templates
The key
for lasting
Visual
User
Experience
55
Concept
Fully compatable templates with many varities each matches the
visual identity line. Here is some examples, you can find out more
aboout social media designs usage through follow this link.
56
All of EPSF-ERU brand features are proprietary; if you opt
to use any trademarks, logos, designs, and/or other brand
features, you acknowledge your acceptance of the terms
in the brand guidelines.
To request a copy from this document, or a copy from
EPSF-ERU logos, fonts and other brand resources, please
contact EPSF-ERU Chairperson of Media and Pubications
at publications.epsferu@gmail.com
Not part of this publication may be stored in any retrieval
system or trascriped by any form or means - electronic,
mechanical,recording, or otherwise without prior permission
from EPSF-ERU Media and Publications Chairperson.
CopyRights
To request a copy from this document, or a copy from
EPSF-ERU logos, fonts and other brand resources,
please contact EPSF-ERU Chairperson of Media and Pubications.
at publications.epsferu@gmail.com
Find More on EPSF-ERU Behance Profile
Reference &Contact
57
Authors
Chairperson Of Media & Publications,22
Rofaida Basheir
Supervisior
Chairperson Of Media & Publications,16
Abduallah Esmail
Brand Identity Developer
Chairperson Of Media & Publications,21
Omar El-Amir
Brand Identity Developer
Chairperson of Marketing Department,22
Arwa Khaled
Verbal Identity Editor
Chairperson Of Logistics and organizing, 23
Maha Ismail
Editor
Chairperson Of Media & Publications,23
Moamen Talat
Editor
Graphic Designer
Rahma Diaa
Editor
2023 - Egyptian Russian University
Egyptian Pharmaceutical Students` Federation - All Rights Reserved
Brand Manual Book made by Abduallah Esmail, EPSF-ERU HLM

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EPSF-ERU Manual Brand Identity.pdf

  • 1. Brand Manual Template 57 Pages - All rights reserved 2023 Model 01 Egyptian Pharmaceutical Students` Federation Egyptian Russian University
  • 2. 2 Table of content Introduction Verbal Identity Visual Identity 5 6 6 6 8 18 22 28 30 30 32 38 40 42 44 50 01 02 03 Logo Logo Varations Varations Dont`s Dont`s Products logo Products logo Color System Color System Pattern Pattern Typography Typography Brand Imagery Brand Imagery Icongraphy Icongraphy Mission Mission Story Story Values Values Marketing Strategy Marketing Strategy Tone of Voice Tone of Voice 26
  • 3. 3 Social Media Templates CopyRights Statment Reference& Contact Authors Merch & Stationery 52 54 56 56 57 04 05 06 07 08
  • 4. 4 Acknowledgments Over the last 15 years, EPSF-ERU Media and Publications committee has always been ahead. You`re reading this book thanks to the results done through these all years, the outstanding continous efforts from different people, each of whom has done their part perfectly. Countless anonymous people have assisted in the efforts on this book. Thanks go to all Media and Publications chairpersons and their teams over all the years whose diligent work has been valuable and appreciated. This manual brand is nothing but the results of your efforts. Thanks to Adham Maher, Kareem Saleh, Noha Adel, Ahmed Basiony, Mohamed Hassan, Mohamed Essam, Omar Elamir, Rofida Bashir and Moamen Talat. Abduallah Esmail EPSF-ERU M&P Chairperson 2016-2017
  • 5. 5 Introduction Welcome EPSF ERU Brand Guide presents you with a new and comprehensive standard that defines our brand. Consider it as the living and evolving source for consistent communications across a wide audience of consumers. These guidelines are designed to ensure a consistent look and tone in all communication. This document communicates the Brand Identity of EPSF ERU. Clearly articulating the mission,values and persona for the design of all subsequent brand artifacts. Create, expand and provide innovation and brand expression through a verbal and visual language that synthesizes the classic good design. Each element of the brand has a specific role to play, but the real magic happens when they are all used together. The following pages will help you understand our brand, what it stands for and how to express it in the best possible ways.
  • 6. 6 Verbal Identity Story EPSFERUwasfoundeduponsimpleyetuniqueprinciples-tofocuson truly outstanding students`needs and to create stunning solutions and awareness for most public health issues. Around 15 years ago, EPSF ERU moved to focus even more closely on pharmacist career pathways after graduation. Conducting Exceptional projects and training programs towards creating different opportunities and new paths for everyone. Mission Our mission is making the Egyptian pharmacist more developed and knowledgeable about his career and role in serving the community through a wide range of professional long projects.
  • 7. 7 Inspire The World These three words have been the visionary’s rallying cry. To cross vast oceans, explore untamed territories and rocket to the heavens above. We draw inspiration from these pioneering spirits — the adventurous souls who set out to achieve the impossible and share their discoveries with the world. They’ve never shied away from “Inspire The World” and neither will we. To us, it’s not an excuse. It’s a challenge.
  • 8. 8 Ourbrand is manythings to many people. Here’s what is to us. Who we Who we are are defines defines what we do. what we do.
  • 9. 9 A brand archetype is a representation of your brand as a persona based on 12 key human desires and values, such as safety, power and belonging. The idea behind creating our archetype is to build a brand narrative and create an emotional connection with our audience. Hereisthe 12 brandarchetypes,Checkbelowforourownarchetypes. Concept
  • 10. 10 The The hero hero We don’t turn our back on challenges, we run towards them. To us, every obstacle is an opportunity
  • 11. 11 The The magician magician We’ve never forgotten the sense of wonder and amazement that comes from transforming the ordinary into the extraordinary.
  • 12. 12 The The explorer explorer We’re not the type to follow well-traveled trails. We’d rather blaze our own and see where it takes us. The unknown isn’t something to avoid — it’s the destination
  • 14. 14 We drive pioneering spirits to achieve more than we could alone. Together Together we we achieve achieve more more
  • 15. 15 Pioneering Pioneering Spirits Spirits Pioneering Spirits are confident, ambitious and always strive for success. They’re lovers of life and seekers of escape who enjoy being the center of attention, typically by sharing their adventures with others.
  • 16. 16 How do How do we we empower empower others? others? By staying true to ourselves. By staying true to ourselves.
  • 17. 17 Passion Passion holds significant meaning to what we do. As we have the Passion holds significant meaning to what we do. As we have the passion to learn, develop and help,It brings us greater fulfillment passion to learn, develop and help,It brings us greater fulfillment in the contribution we make in the community. Being passionate in the contribution we make in the community. Being passionate can help us develop and maintain a healthy work-life balance. We can help us develop and maintain a healthy work-life balance. We always do it with passion. always do it with passion. Respect We act with consideration for others` ideas, respect the entity and We act with consideration for others` ideas, respect the entity and reflect it.Sharing thoughts openly to inspire trust and encourage reflect it.Sharing thoughts openly to inspire trust and encourage collaboration. collaboration. Collabaration Effective teamwork comprises a committed group of people Effective teamwork comprises a committed group of people working together in a synergised manner. We believed in together working together in a synergised manner. We believed in together we achieve more towards a shared goal. we achieve more towards a shared goal.
  • 18. 18 Verbal Identity 02 02 The The Approach Approach Our Marketing Strategy Our Marketing Strategy
  • 19. 19 Values What, when, What, when, where where and and how. how. Communications shouldn’t be Communications shouldn’t be one-size-fits-all. While brand one-size-fits-all. While brand presentation should remain presentation should remain consistent channel-to-channel, consistent channel-to-channel, subtle shifts need to be made as subtle shifts need to be made as marketing objectives change. marketing objectives change.
  • 20. 20 Engage Engage Direction Direction Aim for anthemic. Put Aim for anthemic. Put audience facing spin on our audience facing spin on our brand statement. brand statement. Execution Execution • Craft intriguing, • Craft intriguing, brand-building copy. brand-building copy. • Bleed lifestyle imagery to the • Bleed lifestyle imagery to the edges. edges. • Express what benefits of • Express what benefits of participation vs. regular participation vs. regular student activity features. student activity features. • Foster anticipation, • Foster anticipation, excitement. excitement. Audience’s Feelings Audience’s Feelings • Curiosity • Curiosity • Enthusiasm • Enthusiasm • Optimism • Optimism Persuade Persuade Direction Direction Be more down-to- Be more down-to- earth. Not as lofty, but earth. Not as lofty, but still aspirational. Work in still aspirational. Work in benefit messaging, but benefit messaging, but in a compelling way. in a compelling way. Execution Execution • Create gripping, • Create gripping, benefit-driven copy. benefit-driven copy. • Blend striking benefits • Blend striking benefits imagery with lifestyle imagery with lifestyle photography. photography. • Capture (and hold) • Capture (and hold) people’s attention. people’s attention. Audience’s Feelings Audience’s Feelings • Interest • Interest • Surprise • Surprise • Wonder • Wonder ........................................................................... Our marketing objectives
  • 21. 21 Guide Guide Direction Direction Give the audience a Give the audience a deep understanding of deep understanding of the provided value. the provided value. Execution Execution • Write direct, • Write direct, demonstrative copy. demonstrative copy. • Educate, provide • Educate, provide specifics needs and specifics needs and values. values. • Communicate with • Communicate with great clarity. great clarity. Audience’s Feelings Audience’s Feelings • Trust • Trust • Empowerment • Empowerment • Delight • Delight Inform Inform Direction Direction Focus on solutions. Focus on solutions. Allude to what a Allude to what a participation witin your participation witin your programs can do programs can do without being too without being too granular. granular. Execution Execution • Deliver explanatory • Deliver explanatory copy. copy. • Enlighten without • Enlighten without overwhelming. overwhelming. • Answer existing needs, • Answer existing needs, triggers new ones. triggers new ones. Audience’s Feelings Audience’s Feelings • Engagement • Engagement • Understanding • Understanding • Fascination • Fascination ...........................................................................
  • 22. 22 It`s not what It`s not what you you said. said. It`s how It`s how you said you said it. it.
  • 23. 23 Let nothing hold you back. We’re about boundless possibilities, with all the excitement and We’re about boundless possibilities, with all the excitement and enthusiasm that entails. While we want to amaze people with our enthusiasm that entails. While we want to amaze people with our achievements, we don’t want to boast. So aim for confident instead achievements, we don’t want to boast. So aim for confident instead of conceited. Keep the copy conversational and avoid cold, technical of conceited. Keep the copy conversational and avoid cold, technical language. language. Be Empathetic Don’t talk at the consumer. Instead, talk to them. Begin by working Don’t talk at the consumer. Instead, talk to them. Begin by working in personal pronouns like ‘you’ and ‘yours.’ That way you’ll be in personal pronouns like ‘you’ and ‘yours.’ That way you’ll be speaking about them as you speak about us. speaking about them as you speak about us. Position Uniquely To differentiate us from other brands, highlight our emphasis on To differentiate us from other brands, highlight our emphasis on areas like sharing. It’s one of the many ways we’ve improved how areas like sharing. It’s one of the many ways we’ve improved how people communicate. Let’s make sure people know that. people communicate. Let’s make sure people know that. Tell Memorable Stories Answer the consumer’s “what have you done for me lately?” Answer the consumer’s “what have you done for me lately?” before they even ask. Be clear, genuine and upbeat before they even ask. Be clear, genuine and upbeat
  • 24. 24 Inspirational Inspirational We inspire our audience who can achieve We inspire our audience who can achieve their goals professionaly by introducing the their goals professionaly by introducing the apportunities to let them go through. apportunities to let them go through. Effective Effective Our words have an effective impact on my Our words have an effective impact on my audience, so our donation campaign let us audience, so our donation campaign let us achieve many blood bags. achieve many blood bags. Voice of tone
  • 25. 25 Confident Confident We are confident to provide the best ways of all We are confident to provide the best ways of all pharmacists to keep up the life after pharmacists to keep up the life after graduation and get away from any graduation and get away from any confusion confusion Sincere Sincere sincerity is the key to create strong relation sincerity is the key to create strong relation with our audience, so our events are planned with our audience, so our events are planned and organized well to provide the best and organized well to provide the best service for them service for them
  • 26. 26 Logo Concept Logo Concept Varations Varations Do & Don`t Do & Don`t Products logo Products logo Colors Colors Fonts Fonts Pattern Pattern Photography Photography Icongraphy Icongraphy
  • 27. 27 03 03 The The Brand Cues Brand Cues What we look like What we look like
  • 28. 28 Concept The official fullfledged logo The official fullfledged logo of EPSF ERU should be used of EPSF ERU should be used in all instances related to in all instances related to this brand. The current this brand. The current logotype was logotype was implemented in 2008. It implemented in 2008. It aexcept little ratio change aexcept little ratio change in 2022. in 2022. EPSF ERU logotype is a EPSF ERU logotype is a lettermark representation lettermark representation of the brand. it should not of the brand. it should not be altered in any way un- be altered in any way un- der any circumstances. der any circumstances. A typography-based A typography-based logo that’s comprised logo that’s comprised of brand initials letters. it`s of brand initials letters. it`s all about simplicity. By all about simplicity. By utilizing just a few letters utilizing just a few letters lettermark logos are lettermark logos are effective at streamlining effective at streamlining and focuses brand name and focuses brand name alone. alone. The benefit of a monogram The benefit of a monogram logo is that it features logo is that it features brand name or brand name or organization so it organization so it cultivates clear brand cultivates clear brand Letters EPSF-ERU letters stands for “Egyptian Pharmaceutical Students’ EPSF-ERU letters stands for “Egyptian Pharmaceutical Students’ Federation - Egyptian Russian University”. Federation - Egyptian Russian University”. Shape Fully Manual hand written typography logo consists of the initial Fully Manual hand written typography logo consists of the initial seven letters of the brand. Then transfered into digital paths and seven letters of the brand. Then transfered into digital paths and lines using adobe illustrator cc. lines using adobe illustrator cc.
  • 29. 29 ------------------------------------------------------------ ----------------------------------------------- ----------------------------------------- ----------------------------------------------- x 1.5 X Y Y Y ------------------------------------------------------------ Keep the minimum allowed protected space around the logo Keep the minimum allowed protected space around the logo whenever used. The space should be equal to Y, where Y is whenever used. The space should be equal to Y, where Y is equal to the height of the quarernal yellow shape in the logo. equal to the height of the quarernal yellow shape in the logo. ----------------------------------------- ----------------------------------------- -------------------------------------------------------- -------------------------------------------------------
  • 30. 30 Variations Don`t Do not use drop shadow Do not squeeze out the logo Do not change opacity Do not stretch out the logo
  • 31. 31 Trying to edit into brand logo is not accebtable.
  • 32. 32 Products Logo EPSF-ERU Studio is a room for inspiration, creating and producing of all tec staff including videos and photographs. Under subervision of mrketing and media depatments they produce different related projects. The official fullfledged logo of EPSF ERU Studio should be used in all instances related to this brand. The current logotype was implemented earlier as a secondary logo for the brand itself. With a little change towards makes it more reliable and usable as EPSF ERU studio, it ends with these results. 01 Logo System
  • 33. 33 C100 M84 Y8 K0 R0 B153 G51 C63 M0 Y0 K0 R51 B255 G204 C3 M38 Y96 K0 R242 B0 G168 Color System Logo Varations The process palette of colors is designated for print-based output mediums. Use the RGB palette of colors for digital or screen-based designs. Product Icon Keep the minimum allowed protected space around the logo whe never used. C59 M43 Y37 K21 R106 B125 G116
  • 34. 34 Dawn is one of the first production materials done by EPSF-ERU studio. A platform for students, sharing their thoughts and voices with different related topics. An opportunity for everyone who wants to leave his mark with his voice or thoughts to the world. 02 Logo System Products Logo
  • 35. 35 Product Icon Brand Tagline Color System Logo Varations C0 M63 Y96 K0 R246 B4 G119 It could be used alone as brand icon or pattern. It has the same role as main logo. . The process palette of colors is designted for print-based output mediums. Use the RGB palette of colors for digital or screen-based designs. It can be used with or without its tagline. When tagline added to the logo shape, it should be illustra- ted as shown here in same height of X space. It should be used only with the primary logo. C4 M27 94 K0 R245 B4 G189 C19 M100 Y8 K2 R71 B130 G20 C59 M43 Y37 K21 R106 B125 G116 Product Icon Keep the minimum allowed protected space around the logo whenever used. The space should be equal to X , where X is equal to the height of upper or lower part in the logo as showed below.
  • 36. 36 2x X 03 A long-term project produced every year either online or printed magazine in the university. Covering different items` students interested in and association year work in all fields. The official fullfledged logo of EPSF-ERU magazine should be used in all instances, related to this brand. It consist from three rectangles flibed with 45 degree, resembles letter”M” in magazine word, also look alike three books. Logo System Products Logo
  • 37. 37 C3 M38 Y96 K0 R242 B0 G168 C100 M83 Y35 K21 R0 B51 G102 C91 M79 Y62 K97 R0 B0 G0 C63 M0 Y0 K0 R51 B255 G204 Product Icon Keep the minimum allowed protected space around the logo whenever used. The space should be equal to X , where X is equal to the height of any of the 3 shapes in the logo as showed below. Color System Logo Varations The process palette of colors is designated for print -based output mediums. Use the RGB palette of colors for digital or screen-based designs.
  • 38. 38 Our palette creates a differentiating and distinct color language evoking EPSF ERU’s core attributes, while further building consistency and brand equity. Our palette consists of vibrant color families that may be used as gradations or as solid colors to rein force and complement with blue. Gradients should be used in combination with primary and secondary colors to draw attention to important content or to reflect product personality attributes. Blue is a mandatory component of all EPSF ERU communications. Its application builds brand recognition and consistency. Accent colors provide a vibrant, passionate and optimistic tonality when used in combination with blue. Color System
  • 39. 39 Deep Blue C100 M93 Y43 K70 R0 G0 B51 # 000033 The process palette of colors is designated for print-based output mediums. Use the RGB palette of colors for digital or screen-based designs. Gradients are standard linear gradients. C0 M0 Y0 K100 R0 G0 B0 HEX: #000000 C62 M47 Y42 K30 R102 G102 B102 # 666666 C0 M0 Y0 K0 R255 G255 B255 HEX: #FFFFFF C95 M87 Y0 K0 R51 G51 B153 # 333399 C0 M21 Y84 K0 R255 G204 B51 # FFCC33 Light Blue C65 M0 Y5 K0 R51 G204 B255 # 33CCFF Primary Colors Secondary Colors Accent Colors Blue C90 M58 Y0 K0 R0 G102 B204 # 0066CC
  • 40. 40 Pattern arrangment Grid System The usedfulness of using a design pattern is obvious. With effective use of patterns, you can help draw the eye, emphasize specific elements of your design, or make you`re focusing on as you create and share your designs. Pattern arrangment Hex System Pattern arrangment Brick System Pattern EPSF-ERU pattern occur from repated arrangment of specific shape inspired by the logo.
  • 42. 42 EPSF-ERU corporate typeface is Poppins. It’s strong, yet modern, and will help reinforce our brand personality. This typeface should be used across all communications. Print, digital, web. Poppins P o p p i n s B o l d a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! * + ( . , ) P o p p i n s R e g u l a r a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! * + ( . , ) P o p p i n s l i g h t a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! * + ( . , ) P o p p i n s I t a l i c a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 ? ! * + ( . , ) Typography
  • 43. 43 Jenna Sue is our brand secondary or luxury font. Yet add mixture that radiates energy, flexibility, and cuteness. It will help reinfor- ce our brand personality. This typeface should be used alongsi- de the primary font -when needed- across all communications. Print, digital, web. This typeface should be used when it comes to arabic text across all communications. Print, digital, web. Jenna Sue Ge SS TWO J e n n a S u e a b c d e f g h i j k l m n o p q r s t u v w x yz A B C DE F G H I J K LMN O P Q R S T U V W X Y Z 1 23 4 5 67 8 9 0 ? ! * + ( . , ) ‫ل‬ ‫ك‬ ‫ق‬ ‫ف‬ ‫غ‬ ‫ع‬ ‫ظ‬ ‫ط‬ ‫ض‬ ‫ص‬ ‫ش‬ ‫س‬ ‫ز‬ ‫ر‬ ‫ذ‬ ‫د‬ ‫خ‬ ‫ح‬ ‫ج‬ ‫ث‬ ‫ت‬ ‫ب‬ ‫أ‬ ‫ي‬ ‫و‬ ‫ن‬ ‫م‬ 1 2 3 4 5 6 7 8 9 0 ! * + ( . ) ‫ق‬ ‫ف‬ ‫غ‬ ‫ع‬ ‫ظ‬ ‫ط‬ ‫ض‬ ‫ص‬ ‫ش‬ ‫س‬ ‫ز‬ ‫ر‬ ‫ذ‬ ‫د‬ ‫خ‬ ‫ح‬ ‫ج‬ ‫ث‬ ‫ت‬ ‫ب‬ ‫أ‬ ‫ي‬ ‫و‬ ‫ن‬ ‫م‬ ‫ل‬ ‫ك‬ 1 2 3 4 5 6 7 8 9 0 ! * + ( . )
  • 44. 44 Photos Photos take take us on us on journeys. journeys. Pioneering Spirits capture and share moments of connection and delight — candid photos of friends, places they’ve visited and subtle details that catch their eye. It’s these photos that take us along on their adventures. Brand Imagery Brand Imagery
  • 45. 45 People Look for instances that feel genuine Look for instances that feel genuine and are something people would and are something people would like to remember later. If you can’t like to remember later. If you can’t imagine taking and sharing a imagine taking and sharing a particular photo, others probably particular photo, others probably won’t either. won’t either. Awareness Main activity of your brand.Select Main activity of your brand.Select imagery that conveys a perfectly imagery that conveys a perfectly timed getaway, a personal timed getaway, a personal achievement or another life event achievement or another life event people would typically commemo- people would typically commemo- rate. rate. Objects Choose inanimate objects that Choose inanimate objects that come alive with meaning. Before come alive with meaning. Before you pick something visually interes- you pick something visually interes- ting, ask yourself what makes it that ting, ask yourself what makes it that way. way. Behind the scence It helps humanize a brand, product, It helps humanize a brand, product, or service in no small way. They of- or service in no small way. They of- fer the audience a peek behind the fer the audience a peek behind the curtains, giving them a feeling of curtains, giving them a feeling of inclusion that helps them connect inclusion that helps them connect with your brand on a deeper level with your brand on a deeper level
  • 50. 50 Iconogr The visual expression of a brand and product Iconography
  • 51. 51 raphy Concept Outline of the brand story, Outline of the brand story, ethos and purpose/mission ethos and purpose/mission resembling all needed tools resembling all needed tools and services used within and services used within various designs. various designs. Brand icons are the visual Brand icons are the visual expression of a brand and expression of a brand and product, including their product, including their services and tools. services and tools. Find out more HERE
  • 52. 52 Stationery Concept Introducing brand`s image items as part of a branding startegy, including LetterHead, Business Card, Note Books, Envelope, Stickers, Pin and Roll Ups.
  • 53. 53 Concept A key for lasting user experience with such elements with high- qualitymaterials to make them pop. Find out more HERE
  • 54. 54 Social media templates The key for lasting Visual User Experience
  • 55. 55 Concept Fully compatable templates with many varities each matches the visual identity line. Here is some examples, you can find out more aboout social media designs usage through follow this link.
  • 56. 56 All of EPSF-ERU brand features are proprietary; if you opt to use any trademarks, logos, designs, and/or other brand features, you acknowledge your acceptance of the terms in the brand guidelines. To request a copy from this document, or a copy from EPSF-ERU logos, fonts and other brand resources, please contact EPSF-ERU Chairperson of Media and Pubications at publications.epsferu@gmail.com Not part of this publication may be stored in any retrieval system or trascriped by any form or means - electronic, mechanical,recording, or otherwise without prior permission from EPSF-ERU Media and Publications Chairperson. CopyRights To request a copy from this document, or a copy from EPSF-ERU logos, fonts and other brand resources, please contact EPSF-ERU Chairperson of Media and Pubications. at publications.epsferu@gmail.com Find More on EPSF-ERU Behance Profile Reference &Contact
  • 57. 57 Authors Chairperson Of Media & Publications,22 Rofaida Basheir Supervisior Chairperson Of Media & Publications,16 Abduallah Esmail Brand Identity Developer Chairperson Of Media & Publications,21 Omar El-Amir Brand Identity Developer Chairperson of Marketing Department,22 Arwa Khaled Verbal Identity Editor Chairperson Of Logistics and organizing, 23 Maha Ismail Editor Chairperson Of Media & Publications,23 Moamen Talat Editor Graphic Designer Rahma Diaa Editor 2023 - Egyptian Russian University Egyptian Pharmaceutical Students` Federation - All Rights Reserved Brand Manual Book made by Abduallah Esmail, EPSF-ERU HLM