CORPORATE IDENTITY

Linguaphone Group

C ORPORATE I DENTITY

C ORPORATE I DENTITY

Information About This Manual This Corporate Identity Manual is for all Direct English and Linguaphone licensed partners of the Linguaphone Group. It incorporates both the Direct English and Linguaphone Corporate Identity & Centre Branding guidelines on the style and content, format and design of all Direct English and Linguaphone communications and training centres around the world.

For Direct English Partners If you are a Linguaphone Group licensee with rights to both Direct English and Linguaphone and your training centres are Direct English branded, you must refer to the entire contents of the Direct English Corporate Identity & Centre Branding guidelines. However, when you are promoting Linguaphone courses using the Linguaphone logo and identity, you must also refer to the Linguaphone Corporate Identity & Centre Branding guidelines, excluding the Business Stationery and Centre Branding sections. Here, full details on the Linguaphone corporate colours, logo and use of the Linguaphone brand identity in all marketing communications are provided.

For Linguaphone Partners If you are a Linguaphone Group licensee with rights to both Linguaphone and Direct English and your training centres are Linguaphone branded, you must refer to the entire contents of the Linguaphone Corporate Identity & Centre Branding guidelines. However, when you are promoting Direct English courses using the Direct English logo and identity, you must also refer to the Direct English Corporate Identity & Centre Branding guidelines, excluding the Business Stationery and Centre Branding sections. Here, full details on the Direct English corporate colours, logo and use of the Direct English brand identity in all marketing communications are provided.

Legal Terms & Conditions This Manual is held by you on loan in accordance with the terms of the Franchise/Licence Agreement entered between us (“the Franchise/Licence Agreement”). You should be aware that: 1. The copyright in this Manual is owned by LG & DE Limited. The copying or other reproduction of any of the material contained in this Manual, or any part of it, including any updates is strictly forbidden. 2. The information contained in this Manual is confidential and must not be disclosed to any person who has not been authorised by LG & DE Limited in accordance with the terms of the Franchise/Licence Agreement. 3. Under no circumstances shall this Manual be removed from the Franchise/Licence operated by you or used for any other purpose other than for the purpose of conducting a business in accordance with the terms of the Franchise/Licence Agreement. 4. This Manual and all updates shall be returned to the Linguaphone Group on demand and in good condition. ©

L G

&

D E

L I M I T E D

2 0 0 6

Manual

Corporate Identity & Centre Branding Manual


Manual

©

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Table of Contents Contents

Page

Introduction

2

The Direct English Brand

3

Corporate Colours

4

The Logo

5-8

Colour

5

Size and Position

6

Backgrounds

7

Usage

8

The Neon Montage

9

Typography

10 - 11

Business Stationery

12 - 18

Letterhead

13

Continuation Sheet

14

Fax Cover Sheet

15

Compliment Slip and Envelope

16

Business Card and Invoice

17

Corporate Sign-Off

18

Marketing Communication

20 - 24

Photography - Copywriting - Typesetting Website and Advertising

22

Promotional Material

23

Straplines for Marketing Material

24

The Linguaphone Group

25

Centre Branding

©

1

21

26 - 36

Objectives

27

Interior Design

28

Layout

29

Signage

35

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Introduction Welcome to the Direct English Corporate Identity & Centre Branding Manual. This manual contains comprehensive guidelines on the style and content, format and design of all Direct English communications and Direct English training centres. They allow you to draw on our experience and the power of the brand identity, whilst simplifying the design, production and delivery process. With the help of this manual, all your Direct English materials and Direct English Centres will have a consistent ‘look and feel’, in keeping with the Direct English brand identity. By pooling our expertise, enthusiasm and local knowledge, together we can ensure that the Direct English brand, as part of the Linguaphone Group, delivers maximum impact in your market and internationally.

You’ll find the Corporate Identity & Centre Branding Manual brings a variety of benefits: - Building brand awareness Consistent materials and training centres build brand awareness. And brand awareness brings increased revenue - research shows that people are more likely to buy recognisable brands. - Enhancing the Direct English profile The production of consistent looking materials which satisfy the customer, telling them what they want to know, when they want to know it, in a form proven to be accessible, will improve the Direct English image, get your message across and add reassurance to the purchasing decision. - Saving costs The integration of materials and centres simplifies the design and production process, saving time and money. - Adding value to the Direct English product and service offering Quality materials and centres will encourage our customers to see all Direct English communications and facilities as a reflection of our values. The high standard of Direct English literature and training centres will lead customers to draw positive conclusions about us as a service provider.

The benefits for Direct English are clear...

...a strong corporate identity will promote...

©

L G

&

...Direct English as the global leader in English language training.

D E

L I M I T E D

2 0 0 6

2

Manual


The Direct English Brand What is the Direct English brand image? Our brand image reflects our brand values of: Professional Trustworthy Quality Customer-driven Leading-edge Knowledgeable Adaptable

The Direct English brand image is central to our business and representative of how we wish to communicate our brand values. It influences every single aspect of our relationship with our customers and target customers.

What is the Corporate Identity & Centre Branding Manual and how is it used? The first section of the Direct English Corporate Identity & Centre Branding Manual provides a portfolio of rules and guidelines for the design, copywriting and production of corporate material which all Direct English partners must adhere to. The guidelines provide a framework for creative work and should be viewed as a constructive set of business tools. The second section of this manual provides rules and guidelines on how to brand all your Direct English Centres consistent with the Direct English brand identity. Follow the recommendations set out in this manual and you will benefit from the Direct English recipe for success! As with all brand identities, these guidelines will move with the times and be updated as the market place changes. All logos, necessary graphics and stationery are provided on the accompanying CD.

2

©

3

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Corporate Colours The importance of corporate colours Corporate colours are a powerful tool for reinforcing brand identity and should be used consistently throughout all communications and training centres.

What are our corporate colours? The Direct English corporate colours have been chosen to reflect our brand image and values. They are: Direct English dark blue Direct English light blue 50% Direct English light blue White Direct English light blue Direct English dark blue

Direct English dark blue Pantone (PMS): 541 CMYK: 100%C, 55%M, 5%Y, 25%K RGB: R=7, G=55, B=113 Hexadecimal values: #003966 Direct English light blue Pantone (PMS): 285 CMYK: 90%C, 40%M, 0%Y, 3%K RGB: R=31, G=96, B=169 Hexadecimal values: #1F60A9 50% Direct English light blue Pantone (PMS): 50% of 285 CMYK: 43%C, 20%M, 0%Y, 0%K RGB: R=140, G=167, B=207 Hexadecimal values: #8CA7CF

How our corporate colours should be used References for the Direct English corporate colours are given above. - Pantone and CMYK references are for print - The RGB references are for screen graphics - The Hexadecimal references are for HTML and web graphics - When using vinyl or acrylic paint use the Pantone references When using matt or gloss paint use Dulux® Trafalgar for PMS 541 (Direct English dark blue) and PPG (ref ) E.F.T. 6.2965 for PMS 285 (Direct English light blue).

©

L G

&

D E

L I M I T E D

2 0 0 6

4

Manual


The Logo - Colour The appropriate ways to use the logo To protect the integrity of the Direct English brand, the logo must never be redrawn, tinted or altered in any way. It should be reproduced from the master artwork located on the CD included in this manual.

Using the colour logo: The logo should appear in the corporate colours on all stationery (letterheads, compliment slips, business cards, mailing labels and branded envelopes), using the pantone references provided on page 4. The logo should appear in the corporate colours on all advertising and promotional materials (posters, colour advertisements and direct mailing pieces), using either the pantone or CMYK references provided on page 4.

Using the greyscale logo: The logo can also appear in black and white (greyscale). This is particularly suitable for faxes, some promotional items such as advertisements when colour is not available, and even on signage (etched glass sign for example). In this case, the following CMYK references should be used: CMYK: CMYK: CMYK:

0%C, 0%C, 0%C,

0%M, 0%M, 0%M,

0%Y, 0%Y, 0%Y,

100%K 75%K 50%K

Using alternative colour logos: A gold foil blocked version of the logo can be used on manual covers, certificates and promotional items. This is the only time that the logo colour can be changed.

The logo can be used in landscape format for signs and signage (see page 35 for guidelines and example).

Don’t use any colours other than those that are specified

©

5

L G

Don’t tint the logo

&

D E

L I M I T E D

2 0 0 6

Manual


The Logo - Size and Position Why the logo is important The Direct English logo functions as an immediately identifiable symbol of the Direct English brand and helps to harmonise our communications and training centres, strengthening their impact and increasing brand awareness.

Exclusion zone For maximum impact, there must always be clear space around the logo which is at least equal to the width of the ‘E’ in DIRECT ENGLISH (see page 7 for further explanation).

Exclusion zone: width of the “E”

The size and position of the logo The logo must never be distorted or skewed and should always be in proportion to the size of the communication vehicle. When used on brochures, posters or advertisements, the logo should appear in proportion to the paper size. On business stationery, the logo should be a minimum size of 15mm and a maximum of 36mm wide, and should be ranged right e.g. on letterheads the logo should be 25mm wide and ranged right. Further details of logo sizes on business stationery are given on pages 12 to 18. Minimum width on stationery: 15mm

Maximum width on stationery: 36mm

Si meliora dies, ut vina, poemata reddit, scire velim, chartispretium quotusarroget nnusscriptor abhinc annos centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos? Excludat iurgia finis, Est vetus atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit? Veteresne

Never crowd the logo with text and/or graphics

©

Never distort the image

L G

&

D E

L I M I T E D

Keep things simple – don’t clutter the page

2 0 0 6

6

Manual


The Logo - Backgrounds The logo must always be in a white box unless printed directly on to a white background, with the white space around the logo no less than the width of the ‘E’ (as defined on page 6) and equidistant. The logo, as defined above, should always be free from interference by text and/or graphics.

Using the logo on a colour background:

Wrong

Right

Using the logo on a picture background:

Wrong, put logo in a white box

Right

Using the logo on a picture background next to text:

y free 15 da l! tria

15 day free trial!

Wrong, move text away from logo

©

7

L G

&

D E

L I M I T E D

Right

2 0 0 6

Manual


The Logo - Usage Clarity Ensure that the logo meets the highest standards of clarity and legibility and that it is never cramped, distorted or modified in any way. Do not use elements of the logo in any way other than the montage shown on the next page.

Incorrect use of the logo:

Never run the logo at an angle

Never add extra design elements

Call

today!

Never enclose the logo with a keyline

Never use it as part of a headline or body copy

Use only squared boxes to enclose the logo

Never reverse out the logo

Never show the logo in other tints

Never modify any elements of the logo

©

L G

&

D E

L I M I T E D

2 0 0 6

8

Manual


The Neon Montage Building awareness for instant recognition The neon montage is a strong visual representation of the Direct English identity. It’s a very flexible device and can be used in conjunction with the logo or independently.

An almost infinite number of variations...

...can be created using these elements...

How to use the neon montage Have fun with the neon montage. It’s there for you to use in as many ways as you can think of - in different sizes, as a whole or in part, full strength or knocked back as a 50% tinted background Pantone 541, or duplicated - see the examples below for some ideas of its potential. Never use it in a manner where the letters D and E are side-by-side or which could lead to interpretation as a foreshortening of Direct English.

...that will reinforce brand identity if used carefully.

Where to use the neon montage Use the neon montage anywhere and in any way. Any printed materials can feature it in one or many forms.

4

©

9

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Typography The Direct English corporate typefaces are Gill Sans and Garamond, chosen for their legibility and easy availability of the regular, bold and italic versions. For the PC, make sure you use TrueType fonts, both copyright of Monotype Corporation and supplied with Microsoft® Windows® 95 and other later versions of Microsoft®. For the Macintosh, use either Post Script or TrueType fonts as supplied by Adobe. The two fonts should be combined in a consistent way to strengthen their association with the Direct English brand and deliver maximum effectiveness and readability.

Gill Sans Gill Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gill Sans Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Gill Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gill Sans Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Garamond Garamond Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Garamond Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Garamond Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Garamond Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

©

L G

&

D E

L I M I T E D

5

2 0 0 6

10

Manual


Typography As part of the Linguaphone Group, it is permissable for Direct English partners to use the Linguaphone corporate typeface, Franklin Gothic. This typeface must only be used for promotional material. The Direct English corporate typefaces of Garamond and Gill Sans must always be used in all other communications, including business stationery.

Franklin Gothic Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Franklin Gothic Franklin Gothic Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Franklin Gothic Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Franklin Gothic Demi Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Franklin Gothic Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Franklin Gothic Heavy Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Franklin Gothic Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Franklin Gothic Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Note the Direct English course materials (teaching aids) are a deliberate exception to the rule. They are set in Monotype Photina. This typeface is not to be used for any other purpose.

©

11

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Business Stationery

Stationery

©

L G

&

D E

L I M I T E D

2 0 0 6

12

Manual


Stationery - Letterhead Letterhead

Ms First Name Surname Street Town Region Postcode Country

{Direct English Training Centre 123 High Street Town Region Postcode} Telephone: {0123 123 123} Facsimile: {0123 123 123} {www.directenglish.com}

Date Reference

Dear Ms Surname Title of letter in Garamond Bold 11 point with auto leading Letter should be laid out to match this example. The left and right-hand margin is 20mm and the addressee’s name should align with the first line of your address or to fit a window envelope. No type other than the address should appear on the same level as the printed Direct English address, as this will show through the window if a window envelope is used. Use two spaces to separate the title or first line from the salutation and the last line from the ‘Yours sincerely’. The type is Garamond 11 point. The type may be ranged left or justified according to your preference. This paragraph is justified; the others range left. Choose the alignment you prefer and stick to it. Paragraphs and headings are separated by one line (double-spaced) so do not need to be indented. Please allow 4-6 spaces for your signature (depending on size). Lay out your letters to match this example and do not introduce any other fonts, even for emphasis - it looks untidy. The European paper size is A4 and fits DL, C5 and C4 envelopes. If you use US paper sizes, use standard US letterhead and the appropriate envelopes.

Yours sincerely

Sender’s Name Title Direct English is part of the Linguaphone Group {Direct English Training Centre, 123 High Street, Town, Region, Postcode}. Registered in {country} no. {12312123}

(The example shown is not actual size) The colour logo at a width of 25mm should be ranged right at the top of high quality A4 (or US letter) white water-marked paper. Position the logo 10mm from the right and 10mm from the top. The address, telephone, fax and website details should appear in Garamond 9 point, PMS 541 and ranged right underneath the logo. The footer should be composed of two elements. The compulsory line “Direct English is part of the Linguaphone Group” typeset in Garamond Italic 8 point, PMS 285. The line underneath should contain all the necessary legal detail, typeset in Garamond 8 point, PMS 541.

©

13

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Stationery - Continuation Sheet Continuation sheet

Direct English is part of the Linguaphone Group {Direct English Training Centre, 123 High Street, Town, Region, Postcode}. Registered in {country} no. {12312123}

(The example shown is not actual size) The colour logo at a width of 25mm should be ranged right at the top of high quality A4 (or US letter) white water-marked paper. Position the logo 10mm from the right and 10mm from the top. The body text should be set following the style described on page 13 for the letterhead.

©

L G

&

D E

L I M I T E D

2 0 0 6

14

Manual


Stationery - Fax Cover Sheet Fax cover sheet

FaxFaxFax

{Direct English Training Centre 123 High Street Town Region Postcode}

FaxFax

To:

Telephone: {0123 123 123} Facsimile: {0123 123 123}

Company:

{www.directenglish.com}

Fax No: From: Date: Number of Pages (including this one):

Dear Ms Surname Title of fax in Garamond Bold 11 point with auto leading Faxes should be laid out to match this example. Paragraphs should be ranged left or justified, typed in Garamond 11 point. The left and right margin is 20mm. No type should appear on the same level as the Direct English logo. Please allow 4 to 6 spaces for your signature.

Yours sincerely

Sender’s Name Title

Direct English is part of the Linguaphone Group {Direct English Training Centre, 123 High Street, Town, Region, Postcode}. Registered in {country} no. {12312123}

(The example shown is not actual size) The black and white (greyscale) logo at a width of 25mm should be ranged right at the top of standard A4 (or US letter) white water-marked paper. Position the logo 10mm from the right and 10mm from the top. The address, telephone, fax and website details should appear in black, Garamond 9 point, ranged right underneath the logo. The footer should be composed of two elements. The compulsory line “Direct English is part of the Linguaphone Group” typeset in black Garamond Italic 8 point. The line underneath should contain all the necessary legal detail, typeset in black Garamond 8 point.

©

15

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Stationery - Compliment Slip and Envelope Compliment slip

{Direct English Training Centre 123 High Street Town Region Postcode} Telephone: {0123 123 123} Facsimile: {0123 123 123} {www.directenglish.com}

With Compliments Direct English is part of the Linguaphone Group

(The example shown is not actual size) The colour logo at a width of 22mm should be ranged right at the top of high quality DL size (210mm x 100mm) white water-marked paper. Position the logo 5mm from the right and 5mm from the top. The address, telephone, fax and website details should appear in Garamond 9 point, PMS 541 and ranged right underneath the logo. “With Compliments” is typeset in Garamond Italic 13 point, PMS 541, and should be positioned 14.5mm from the bottom and 7mm from the left corner. “Direct English is part of the Linguaphone Group” is typeset in Garamond Italic 7 point, PMS 285, and should be positioned 7mm from the bottom and 7mm from the left corner.

Envelope If undelivered please return to: {Direct English Training Centre, 123 High Street, Town, Region, Postcode}

(The example shown is not actual size) The logo at a width of 22mm should be ranged right at the bottom of high quality white paper envelopes to match letterheads. Position the logo 5mm from the right and 5mm from the bottom. The return address details should be printed on the envelope flap, centre positioned, using Garamond Italic 13 point and Garamond 13 point, PMS 541.

©

L G

&

D E

L I M I T E D

2 0 0 6

16

Manual


Stationery - Business Card and Invoice Business card

Typesetting:

First Name Surname

Garamond Bold 9 point

Job Title

Garamond Italic 8 point

{Direct English Training Centre 123 High Street Town Region Postcode Country}

Garamond 8 point Garamond 8 point Garamond 8 point Garamond 8 point Garamond 8 point

Telephone: {0123 123 123} Mobile: {0123 123 123} Facsimile: {0123 123 123}

Garamond 8 point Garamond 8 point Garamond 8 point

Email: {[email protected]} Website: {www.directenglish.com}

Garamond 8 point Garamond 8 point

Direct English is part of the Linguaphone Group

Garamond Italic 6 point

(The example shown is actual size) The business card measures 85mm x 54mm in size and is printed on high quality white 300 gsm card. The logo at a width of 15mm should be positioned 5mm from the right and 5mm from the top. The neon montage should be displayed running down the left hand side of the card and should be 18mm wide. The address and contact details should be printed in Garamond 8 point, in black or blue PMS 541. They should be ranged left and placed 5mm from the edge of the neon montage. The individual’s name should be in Garamond Bold 9 point and their job title in Garamond Italic 8 point. The compulsory line “Direct English is part of the Linguaphone Group” should be in Garamond Italic 6 point. The design of the Direct English business card incorporates the neon montage as well as the logo. This business card should be used by staff throughout the Direct English network.

Invoice These should follow the format of the letterhead stationery, with terms and conditions printed on the back in Garamond 7 point.

©

17

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Stationery - Corporate Sign-Off Corporate sign-off The correct legal details should appear centred at the bottom of the letterhead and all estimates, invoices, statements and fax headers. These details will be based on the following, tailored to your specific circumstances. If you are a Sole Proprietor, the wording should be: Proprietor Jane Jones trading under Licence as Direct English Training Centre {location}. If you are a Partnership, the wording should be: Partners Jane Jones and Peter Brown trading under Licence as Direct English Training Centre {location}. If you trade as a Limited Company, the wording should be: This Centre is owned by XYZ Limited. Directors Jane Jones and Peter Brown, trading under Licence as Direct English Training Centre {location}. Registered in {country} no. {123 123 123}. If you are a Master Franchisee or Licensee the wording should be: An independent business owned and operated by XYZ Limited under the Direct English Training Centres {country} name as a Master Franchisee/Master Licensee of the Linguaphone Group. Registered in {country} no. {123 123 123} (plus any other legal requirements).

Trademarks Direct English is a trademark of LG & DE Limited. Add this sentence to corporate literature where appropriate.

Sample corporate sign-off (A4 or US letter)

This Centre is owned by XYZ Limited. Directors Jane Jones and Peter Brown, trading under Licence as Direct English Training Centre {location}. Registered in {country} no. {123 123 123}

©

L G

&

D E

L I M I T E D

2 0 0 6

18

Manual


©

19

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Marketing Communication

Communication

©

L G

&

D E

L I M I T E D

2 0 0 6

20

Manual


Photography - Copywriting - Typesetting Photography Photographs create that vital first impression and play an important part in reinforcing the Direct English image. They add mood, colour and life to any design. It is important to choose photographs which correspond with the desired message, either literally or by suggestion. When using photographs of people, keep your target audience firmly in mind. Reflect the mix of ages, sexes and nationalities that make up the Direct English population and consider the images that will attract new customers. Cut-outs, knock-backs and montages are all acceptable ways to create different effects with photographs.

Black and white photography is very effective in creating a sleek and professional look

Abstract photography may be useful to convey messages but be careful not to confuse or distract from the message

Colour photography can help in creating the right mood

Cut out people make good use of white space which create a crisp and airy document

Copywriting Direct English is all about language, so grammatical correctness in all communications is paramount. Proof-read materials carefully to ensure they are spelt and punctuated properly. Stylistically, all communications should be in keeping with Direct English’s corporate image.

Typesetting All copy text should be typeset in any of the three corporate fonts: Garamond, Gill Sans and Franklin Gothic. Gill Sans or Franklin Gothic are recommended for headings (in bold or regular versions), Garamond for body copy (regular version). Use bold for emphasis, never underline. Leave one space after a colon, semi-colon, full stop and comma. ©

21

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Website and Advertising The Direct English website

Presentation of website address: The Linguaphone Group’s global website address is www.linguaphonegroup.com The Direct English website address www.directenglish.com is directed to the English Language Training section of the Group’s website. It is the responsibility of the licensed partner to create and manage their own country specific website. If you do not have an approved country specific home page address, you must use the www.directenglish.com website address. The website address must be on all corporate stationery, promotional items and marketing materials. It must be printed in black, blue PMS 541 (100%C, 55%M, 5%Y, 25%K), white on black or white on blue, in Garamond or Gill Sans.

Media advertising Advertising can be placed in the local or national press as appropriate. The Linguaphone Group Marketing & Design Department supply artwork for advertising and advertorials in most campaign packs and we recommend that you use this approved artwork for advertising Direct English wherever possible. Guidelines on usage and technical specifications are published by the Marketing & Design Department for each new advert or advertorial. However, we recognise that there will be occasions when you wish to produce your own advertisements. In these cases, you should adhere to the following checklist: Checklist Is the Direct English logo the correct size and colour? Is the Direct English website address, or your approved country home page address, present? Fonts – is the typestyle either Garamond, Gill Sans and/or Franklin Gothic? Copy – have you carefully proof-read for spelling, grammar and punctuation? Size – does the advert size comply with the specification provided by the publisher?

©

L G

&

D E

L I M I T E D

2 0 0 6

22

Manual


Promotional Material Marketing collateral components Promotional material should be produced with the target audience and shelf-life in mind. The Linguaphone Group Marketing & Design Department supply artwork for leaflets, brochures, mailers and posters, and we recommend that you adapt this approved artwork for use in your market wherever possible. Guidelines on usage and technical specifications are published with the artwork for each new promotional piece. The artwork for all promotional material is supplied on a CD-ROM in the relevant campaign pack.

Half page vertical advertisement

Full page (A4) advertisement

Leaflets, mailers and brochures The size and weight of these will depend to some extent on the content, but in general they should be printed on good quality paper stock or card. The front cover should always include the Direct English logo and the back should give the address details of the training centre. The Direct English website address, or your approved country home page address, should also be included.

1/3 A4 mailer (inner pages)

1/3 A4 mailer (outer pages)

Posters Many customers will get their first impression of Direct English from posters, so it is vital that they convey the appropriate image. Copy can vary but should comply with the company’s brand identity. The Direct English logo and website address, or your approved country home page address, should always be included.

A2 Poster

©

23

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Straplines for Marketing Material A strapline underneath the Direct English logo helps identify the business we are in, what we do and how we do it. It also helps differentiate Direct English from our competitors. This is particularly important in new markets where there is no Direct English brand recognition and/or knowledge or understanding of our unique offering. A strapline must be short, relevant, impactful and aspirational. It must be easily understood and applicable to our business as a whole, not just a specific course or product. We have selected two very effective Direct English straplines: Bringing Language to Life and Language for Life. Although not compulsory, we strongly recommend you use one of these two straplines on all promotional material, translated into the local language. A strapline must not be used underneath the logo on any business stationery such as letterheads or compliment slips.

Bringing Language to Life Bringing Language to Life has been selected for the following reasons: - It is based on an action like bringing…such words achieve more impact and are acknowledged as being more engaging - The use of the word ‘life’ creates the awareness that Direct English makes learning a more enjoyable and dynamic process than the more dry and scholarly forms of learning the target audience may be more familiar with. The strapline should be typeset in Garamond Italic, PMS 541 or 100%C, 55%M, 5%Y, 25%K. It should be centred horizontally underneath the logo. Artwork for the logo with the Bringing Language to Life strapline is provided on the accompanying CD.

Language for Life The strapline Language for Life has been selected to reflect Direct English as part of the Linguaphone Group, a world leading language training provider. In some markets, this strapline will also be easier to translate than Bringing Language to Life.

Language for Life

The strapline should be typeset in Garamond Italic, PMS 285 or 90%C, 40%M, 0%Y, 3%K. It should be centred horizontally underneath the logo and be as wide as the logo. Artwork for the logo with the strapline Language for Life is provided on the accompanying CD.

Should you wish to use an alternative strapline to the two detailed above, you must seek approval of the wording and design treatment from the Linguaphone Group Marketing & Design Department. ©

L G

&

D E

L I M I T E D

2 0 0 6

24

Manual


The Linguaphone Group In November 2003, Direct English was acquired by the Linguaphone Group, one of the world’s leading language training providers, from Pearson Education Limited, part of Pearson Plc, the world’s largest educational publisher. A pioneer in the field of language learning for over 100 years, the Linguaphone Group is recognised worldwide as a leading authority on language training. Through its global network of English language training centres, the Linguaphone Group provides assisted learning English language courses with a single clarity of purpose – to help people to better understand and communicate with each other in the international language of business and communication, English.

Intellectual property The central intellectual property in our network of centres is Direct English. However, in marketing literature you are likely to want to explain the breadth of our service and product offering, in which case you will need to use the Linguaphone Group name. For example: Direct English is part of the Linguaphone Group, one of the world’s leading language training providers. No statements should be made which create any suggestion that a Direct English franchise or licence is owned by the Linguaphone Group or that the Direct English franchisee or licensee has any ownership or control over the Linguaphone Group. It is however acceptable to state that you operate your Direct English franchise/licence under licence from the Linguaphone Group. For further guidance on associating Direct English with the Linguaphone Group, please contact the Linguaphone Group Marketing & Design Department.

Use of the Linguaphone logo Only Linguaphone Group partners with both Direct English and Linguaphone rights are permitted to use the Linguaphone and Direct English logos together. In such situations, you should ensure that the Linguaphone logo is no more than half the height of the Direct English logo and centred against the Direct English logo when positioned either horizontally or vertically as shown below.

The Linguaphone logo should not be used on your corporate stationery/business cards. If you are in any doubt as to your contractual entitlement to use the Linguaphone intellectual property, you must first verify the fact with the Linguaphone Group Marketing & Design Department. ©

25

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Centre Branding

Branding

©

L G

&

D E

L I M I T E D

2 0 0 6

26

Manual


Centre Branding - Objectives Creating a visual identity for Direct English has a clear objective: to provoke an immediate recognition of the Direct English brand and the values it stands for. Commercially, a clear and consistent visual identity is a vital component of the Direct English business strategy: to increase new customer enrolment numbers to increase re-enrolment rates to charge premium prices to enable Direct English partners to produce aggressive marketing strategies to convince prospective clients and/or investors of our credibility The objective of this section of the Corporate Identity & Centre Branding Manual is to provide the necessary tools for all Direct English partners to create and design centres that: - reflect the core values of the Direct English business - are consistent throughout all design elements - convey one clear and distinct message to customers Overall, all Direct English Centres should be: - modern - physically conducive to successful learning - of a high standard throughout, using quality fixtures and fittings - welcoming and professional Whilst there should be room for local adaptation, the following guidelines and examples illustrate the central brand pillars of Direct English training centres.

©

27

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Centre Branding - Interior Design Interior design Interior design is an important way of unifying Direct English Centres, maximising each centre’s potential and reinforcing the Direct English brand identity. Feel free to decorate the walls with Direct English posters. Keep walls white and choose a grey carpet, ideally with blue highlights to tie in with the corporate colours. Aim for a professional, sophisticated feel when choosing furniture and place a noticeboard for official notices in a prominent position. These are general pointers – for the initial shop fitting or any major changes to interior design, a detailed brief and consultation will be arranged, taking into account your centre’s specifications. Flooring - Carpet: use either blue (matching our corporate colours) or grey carpet - Wooden: use a varnished light wood (maple, birch, beech or light oak) Wallcovering - Paint: use white or off-white mixed with blue paint (Dulux Trafalgar) to create a sleek contrast Room dividers - Whether fabric or painted, use white or off-white with alternating blue panels to match with the colour scheme of the walls - Glass panels: to bring light in to the centre and make it inviting, you can make good use of glass panels by applying frosted glass effect vinyl logo signage Doors - Glass doors: these ought to carry the logo on frosted glass effect vinyl - Wooden doors: when using wooden doors please ensure that you match the wood to your flooring and furniture - Painted/laminated doors: these should be painted and/or made using the corporate blue colours Furniture - Desks and tables: these should be of a professional grade and should feature a matching wood, or be in a light varnished wood such as birch - Chairs: these should ideally be in wood or coloured blue to match the corporate colours - Soft furnishings such as sofas and armchair fabric should be in neutral colours (offwhite), or in the nearest available matching corporate blue Lighting - Lighting should be appropriate for each room and should be both bright and welcoming

Create a sleek contrast using both white and blue paint

Contrasting fabric room divider

©

L G

&

Use quality matching furniture

D E

L I M I T E D

2 0 0 6

28

Manual


Centre Branding - Layout All Direct English Centres should be designed for the purpose of providing English language training. Below is a non-exhaustive list of key facilities that need to be included. The number of such facilities will vary according to the number of clients that the centre is designed to serve: - Reception Area - Customer Services Manager’s Office - Social Area - Multimedia Rooms - Tutorial Rooms - Conversation Classrooms - Centre Manager’s Office - Tutors’ Rooms - Bathrooms - Corridors Arranging these facilities will, to a certain extent, be dictated by the physical restrictions of the selected premises and may also be affected by local restrictions. However, certain basic principles have been found to be most appropriate in planning the layout of a Direct English Centre. An example of an existing Direct English Centre layout is shown below.

Tutorial Rooms

Social Area Teachers and Meeting Room

Sales Office Multimedia Room

Café

Administrative Office Secretary

Reception Area

Conversation Classrooms

©

29

L G

&

Office

D E

L I M I T E D

Bathrooms

2 0 0 6

Centre Manager’s Office & Showroom

Manual


Centre Entrance The Reception Area clearly needs to be sited as close to the main Centre Entrance as possible. The Customer Services Manager’s Office should also be sited very close to Reception in order to usher prospects in to and out of the Customer Services Manager’s Office. The Social Areas need to be closely linked to the Reception Area and would benefit from access to natural light. Conversation Classrooms would benefit from access to natural light and should be approximately 15m2 in size. Tutorial Rooms do not particularly need natural light - they can be located away from windows if required and should be approximately 6m2.

Centre entrance The centre entrance design is important to create the first impression. It is recommended the corporate colours mixed with neutral colours are used to create a sleek and impactful ‘shop front’. The landscape version of the Direct English logo is recommended as signage above and/or beside the entrance door and should be sized in proportion to the building. A vinyl banner or raised panels and lettering can be used to create a 3D effect. The use of a door sign with the Direct English logo is optional.

©

L G

&

D E

L I M I T E D

2 0 0 6

30

Manual


Centre Reception Area Reception area

Placed on a white-painted or white papered wall behind the reception desk, this sign should be a maximum width of 650mm if it is portrait format and feature the logo cut

The reception area in a Direct English Centre is crucial: it has to be inviting, welcoming and provide customers with the confidence that they are dealing with a highly professional company. In most cases, the reception area will be composed of a reception desk made of light wood and possibly stainless steel, or alternative materials using the corporate colours. There should also be a Direct English logo sign behind the desk or to its side. This logo sign can be portrait or landscape and made out of vinyl graphics, either applied directly on to the wall or reverse applied on to a glass/perspex panel. The use of the Direct English montage may also be useful to decorate the surounding area of the desk - though it should not interfere nor distract from the Direct English logo. Direct English posters can be used to advertise and reinforce our message.

©

31

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Centre Social Area and Foyer Social area

The social and recreational areas should be bright, welcoming and comfortable. They should have quality matching furniture and be of corporate or neutral colours. Elements such as a television showing news programmes and tea and coffee making facilities should be incorporated in the room design. Newspaper stands, pinboards and brochure dispensers will also help to display the latest information, provide reading materials and details of the centre’s social activities.

Foyer

The foyer area should be bright, welcoming and comfortable. It should have quality matching furniture of corporate or neutral colours. Direct English posters, certificates and levels chart are ideal for decoration. Plants can also create a warmer feel to this area.

©

L G

&

D E

L I M I T E D

2 0 0 6

32

Manual


Centre Multimedia and Tutorial Rooms Multimedia rooms

All multimedia rooms need to replicate the colour scheme of the centre with matching desks and chairs. Direct English posters, certificates and levels chart are ideal for decoration.

Tutorial rooms

Tutorial rooms should be small and personable in size, look and feel, using the same matching quality furniture. A television and video may be appropriate for some tutorial rooms.

©

33

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Centre Conversation Classrooms and Corridors Conversation classrooms

Conversation classrooms should also be small and personable in size, look and feel, using the same matching quality furniture.

Corridors

Corridors should be decorated using the corporate colour scheme. They are also ideal places to hang framed posters and Direct English logo signs. Plants too can create a warmer feel to these spaces. Centres are not permitted to use generic posters of English or American scenes eg Buckingham Palace, the Tower of London, the Statue of Liberty or the Golden Gate Bridge - these do not differentiate your training centre from other language schools and do not represent the brand image or values we want to communicate. Instead, centres should use the extensive range of Direct English posters available to decorate all corridors and centre walls. The posters should always be framed using a black or blue frame and never stuck to walls with Blu-tack® or Sellotape®. Some Direct English posters are supplied to you as part of the marketing campaigns you receive from Head Office. For details of the full range of posters available, please contact the Linguaphone Group Marketing & Design Department.

©

L G

&

D E

L I M I T E D

2 0 0 6

34

Manual


Centre Signage Signage projects the Direct English brand identity and provides information and directions both externally and internally. Direct English signage should always include the logo. It may be used in three ways: portrait, landscape or landscape/strapline. Artwork for all three formats of signage is supplied on the accompanying CD in this manual.

Portrait

Landscape

Landscape/strapline

Professional Language Training

In markets where the Direct English name is not immediately associated with language training, there is a need to explain not only who we are (the Direct English logo), but also what we do. The landscape/strapline format of signage may be used for this purpose. Professional Language Training, the official Direct English strapline, runs across the whole width of the the logo, in Garamond Italic, underneath a 1 point rule. The landscape/strapline format of Direct English signage must only be used on signage for the centre, both internally and externally.

If you feel the need to translate the words Professional Language Training, you must liaise with the Linguaphone Group Marketing & Design Department, and submit your final artwork for approval.

©

35

L G

&

D E

L I M I T E D

2 0 0 6

Manual


Centre Signage Reception signage Placed on a corporate colour painted or papered wall behind the reception desk, this sign should be a maximum width of 650mm (portrait format). It should feature the logo cut out from a metal or plastic plate, positioned slightly away from the wall to throw a shadow.

Door signage The Direct English logo can be used on glass - for example on internal doors and walls. Used in this way, the logo offers an additional branding opportunity and will add a sophisticated feel to a centre. There are no restrictions on the size of the logo where it is used on glass. The logo may be etched on to the glass using an acid treatment, or it can be printed on to opaque adhesive vinyl and applied directly to the surface of the glass. Both treatments of the logo give it a white ‘frosted’ appearance.

©

L G

&

D E

L I M I T E D

2 0 0 6

36