AIESEC BLUE BOOK

Content

Brand 4 Content Creation 37

AIESEC 4 Content Goals 38
Logo 13 Content Guidelines 39
Colors 17 Photography 41
Typography 19 Visual 43
Illustration 46
Products 20 Video 47
AIESEC Experience 20 Writing 52
Global Volunteer 21 Brand Partnerships 56
Global Talent 26 Social Media 60
Global Entrepreneur 30
Brand Archuitecture 34 Legal Notes 64
Engage With AIESEC 35
Translating Products 36 Year of Revision & Creations 65
 3

Great brands are consistent.

Everytime.
Everywhere.

The beauty of being present in more than 120 countries and

territories is the challenge of maintaining a single, unique
identity, along with being simple enough to be understood by
local audiences. That’s why the new Blue Book is here, to guide
us in every single aspect of the AIESEC brand and to ensure
we all know exactly how to represent ourselves as one unified
AIESEC in the world.
 Brand AIESEC | Our Why 4

Our Why

Peace and fulfillment of

humankind’s potential.
We strive to build a world where
people can work towards their
own understanding of ‘peace’ while
acknowledging and respecting the
views of others. Additionally, we
strive for a world where through
“fulfillment of humankind’s potential”,
people can be the best version of
themselves.

Our How
We place our
confidence in youth
as a key to unlock a
better future.
We believe that youth
are the key to shaping a
better future. Through
each and every experience
we provide, we strive to
develop youth leaders with
the following four qualities:
AIESEC | Our How
Empowering Others
Communicates clearly,
engages in meaningful
conversations, and creates
spaces that empower others
to take action.
World Citizen
Aware of global events and
enjoys taking an active role in
contributing towards making
it a better place for everyone.
5
Solution Oriented
Flexible, ready to take
risks, and actively finds
solutions to challenges.
Self Aware
Understands personal
strengths, lives by his/
her values and constantly
explores passions.

Our What
We develop youth
leadership through learning
from practical experiences in
challenging environments.
We ensure that practical experiences
in challenging environments are
present by facilitating cross-cultural
exchange and creating these
opportunities in membership roles.
Cross-cultural exchanges
AIESEC provides an opportunity
for young people to work or
volunteer abroad in non-familiar
environments. This allows them
to step outside their comfort zone
and expand their worldview, while
contributing to the community in
which they are working.
AIESEC | Our What 6
Membership roles
Our members work in teams to
create and manage these cross-
cultural exchange experiences. This
provides an opportunity for our
members to live powerful team
experiences and develop their own
leadership potential.

Our Values
We live and act according to the following 6
values:
Activating leadership
We lead by example and
inspire leadership through
actions and results. We
take responsibility for
developing the leadership
potential of others.
Enjoying participation
We create a dynamic and
welcoming environment
through the active and
enthusiastic participation
of individuals. We enjoy
being involved in our
organization.
AIESEC | Our Values
Demonstrating integrity
We are consistent
and transparent in our
decisions and actions. We
fulfil our commitments
and conduct ourselves in a
way aligned with what we
envision.
Striving for excellence
We continuously improve
through creativity and
innovation. We strive to
deliver the highest quality
performance in everything
we do.
7
Living diversity
We actively learn from
different ways of life and
opinions represented in our
multicultural environment.
We act inclusively, respecting
and actively encouraging
the contribution of every
individual.
Acting sustainably
We act in a sustainable
way for our organization
and society. Our decisions
take into account
the needs of future
generations.
 A I E S E C | O u r Ta g l i n e 8

Our Tagline

Activating youth leadership since 1948

We mobilize youth and like-minded We empower youth to become We enable young people to live an
organizations to achieve the SDGs. more employable by working with experience which will help shape
organizations across the world. a better future for themselves and
others.
 AIESEC | Our Personality 9

Our Personality

Inclusive, Energetic, Engaged, Genuine, Simple.

We are global, independent, non-political, and not-for-profit. We

do not discriminate on the basis of gender, sexual orientation,
disabilities, creed, religion nor on the basis of national, ethnic or
social origin.

Overall, we are a youthful source of energy, always there to spark

new solutions and ideas and prepared to support youth, no matter
what background they have. We stay away from religious and
political topics; however, we want to engage in dialog on issues in
our world, and bring together various perspectives. We always
focus on a positive contribution, ensure diversity and reject
discrimination. In our engagements with the topics we care about,
no matter whether it is message or design, we strive to be simple
and genuine.

Our Brand Tone
Our tone of voice is
conversational and
friendly.
Our tone of voice is
conversational and friendly.
The attributes by which we define
ourselves are the following:
A I E S E C | O u r B r a n d To n e
Inclusive
We are a network of people from different
countries, cultures and backgrounds and
believe in respecting everyone’s opinion
and treating it as important. Therefore we
are independent and non-discriminating
on any basis.
Activational
In order to deliver on our promises, we
learn by doing and by taking action on
necessary risks and challenges.
Daring
We express our energy and passion as
young individuals who are not afraid to
dream big and do big.
10
Conversational
We express ourselves in a friendly, lively
and approachable manner, rather than
being unnecessarily formal. We seek
out conversations on the issues we care
about.
Relevant
We are engaged with topics that are
currently influencing the world around us,
and as a youth-run organization, adapt
to the effect these topics have on us as
youth.
Relatable
We represent diversity and do not
discriminate on any basis. Therefore we
represent a global youth voice that any
young person in the world can relate to.
 AIESEC | Our Audience 11

Our Audience

Being a youth-run organization that focuses

on youth leadership development,
we primarily engage youth and
organizations as our audiences.

For us, youth is defined as anyone between the ages of

18-30. Any young person can participate in one of our
products, regardless of educational status. Hence, we
refer to “youth” or “young people” as our customers.

Next to youth as our focus, we also communicate

towards organizations that are like-minded and can
support us in making cross-cultural exchanges happen.

Don’t

Refer to companies as our only external partners; we

partner with diverse like-minded organizations.

Refer to students as AIESEC’s only customers, we focus

on all youth.
 AIESEC | Our Behavior 12

Our Behavior

As we strive to be simple, clear and relatable, language is Don’t

an important part of our behavior, so we need to ensure
external alignment. This means that we separate internal
language and abbreviations from external messages. Talk in internal common abbreviations (GV, GT, GE, OP,
EP, OPS, IPS, EXPA, ICB, ECB) to externals.
Besides the words that we use, the topics we talk about
are important as well. We like to converse in topics that
are about youth leadership, aligned with sustainable Promote parties by AIESEC, nor events that are in no way
development and with our vision and values. Enjoying related to any of our mission, core activities or products.
participation is important for us, though we strive to be
known for the core of our organization, and not for the
parties we might host in accordance to it.
Carol S.
Victor Caraveo
Published todayv

Have fun and contribute to a good cause! #AIESEC

Hi Carol! I see that you are

interested in oGT! How exactly
can we support you? Have you
registered in EXPA yet?
 Logo | E l e m e nt s & Ve r s i o n s 13

Elements & Versions

Our logo represents how AIESEC enables

young people to discover and develop their
potential and head towards their future with a
clearer and stronger vision for themselves.

It can be used only in horizontal position with

any of its four color variants, depending on what
looks more clear on your background or design.

It should not be modified in any way and

should always be used according to the
guidelines in this section.

Size & Space
We like our brand to be easily recognized; this is why we
have these very simple rules for our logo:
Keep the size legible and always give it breathing room.
How much space does the logo need, exactly?
The height of the blue bar on every side.
Logo | Size & Space 14
Do’s & Don’ts
Don’t change the font.
Don’t change the official colors.
Don’t squish or skew our logo.
Don’t rotate the logo in any way.
Don’t place our logo on a cluttered background.
Don’t add any element into the logo space.
Don’t change the opacity of the logo.
And please... don’t use old logos.
Space before the A missing
 Logo | The AIESEC Human 15

The AIESEC Human

Since 1948 we have developed over 1,000,000 people

through our programs and membership experiences.

For us, the AIESEC Human is a reminder of our purpose:

looking into the future and moving foward.

It allows us to simplify our brand and be more responsive

in the digital world and to what’s happening around us.
That’s why the background can change to represent
specific dates or events that are aligned to our purpose.

We only use the AIESEC Human in white or blue,

maintaining a flat colored background.

The AIESEC Human has a breathing room of 1/4 of its

height on every side, so don’t put any elements in it.
 Logo | Watermark 16

AIESEC Watermark

Our watermark allows us to be easily recognized while

mantaining a clean and simple design. It follows similar
rules as the AIESEC Human: a breathing room of 1/4
of its height on the bottom, left and right and half the
height on the top.

Don’t

Change the color.

Put any element whithin the watermark breathing space.

Use the watermark and the logo in the same publication.

AIESEC
Colors | Our Colors HEX RGB CMYK 17
F85A40 248, 90, 64 0, 63.71, 74.19, 2.75

RGB CMYK

Our Colors
HEX
0A8EA0 10, 142, 160 93.75, 11.25, 0, 32.25

HEX RGB CMYK

FFC845 255, 200, 69 0, 21.57, 72.94, 0

This is our color palette.

Our favorite color is AIESEC Blue. It’s bright and

energetic, representing our youthful nature. HEX RGB CMYK
30C39E 48, 195, 158 75.38, 0, 18.97, 23.53
Besides that, we use eight other colors to complement
our AIESEC Blue, both digitally and in print. If you don’t
know what color to use, please use AIESEC Blue.
HEX RGB CMYK
F48924 244, 137, 36 0, 43.85, 85.25, 4.31

HEX RGB CMYK

52565E 82, 86, 94 12.77, 8.51, 0, 63.14
AIESEC Blue

HEX #037Ef3
RGB 3/126/243 HEX CMYK
RGB
CMYK 98.8, 48.1, 0, 4.71 CACCD1 202, 2014, 209 3.35, 2.39, 0, 18.04

HEX RGB CMYK

F3F4F7 243, 244, 247 1.62, 1.21, 0, 3.14
 Colors | New Gradients 18

New Gradients

In order to keep our brand updated to trends

we selected a set of four gradients based
mostly on our own color palette. They are
only for digital use.

These are linear gradients and should be

applied in a 45º angle.

HEX #037Ef3

HEX #30C39E

HEX #FFC845

HEX #EF4573

HEX #FFC845

HEX #30C39E

HEX #EF4573

HEX #BE3591
 Font | Secondary Font 19

Our Favorite Font Secondary Fonts

Our brand font is Lato. Extra fonts can be added secondarily to emphasize words, but the main
one should remain Lato. Use the font that works best with your design,
We use it in print and on the web. Feel free to and always be consistent throughout whatever you’re working on.
use it in any of its styles and weights.
Do Don’t
Lato Hairline
Lato Hairline Italic
Use an easily legible font. Use complex fonts.
Lato Light Use a font that contrasts with Lato. Use more than two fonts in one
Lato Light Italic Use a font that adds to the tone of design.
your design. Use similar fonts.
Lato Regular
Lato Italic
Lato Bold Every action matters Every ACTION matters
Lato Bold Italic
Lato Heavy Every A C T I O N matters Every action matters
Lato Heavy Italic
Lato Black
Lato Black Italic Every action matters Every action matters
 Products 20

The AIESEC Experience is the way in which

AIESEC develops leadership in young people.
This experience is divided into three separate phases, each
with its own products.
​
Experiential Leadership Development

Global Volunteer
Global Talent
Global Entrepreneur

Engagement with AIESEC

YouthSpeak Forum
Local Volunteer
Global Host

Life-Long Connection

This Blue Book provides the official value propositions for

each of the ELD products. These are not optional - using
anything other than these global value propositions
is misrepresenting the brand. For more information on
the other products of the EwA and LLC phase, consult the
AIESEC Experience booklet.
 G l o b a l Vo l u nte e r | Logo 21

Global Volunteer Logo

The concept behind the logo aims to represent the

progam in a clear way:

Global represents the cross-cultural aspect.

Volunteer represents the differentiator between

exchange brands.

The balloon represents the buying persona’s

characteristics: flexibility, curiosity, adaptability, diversity,
movement

Keep the size legible and always give it breathing room.

How much space does the logo need, exactly?

The height of the G bar on every side.

Please don’t modify the logo in any way.

This includes adding or changing text, color and shapes.
 G l o b a l Vo l u nte e r | Logo 22

Versions

Different versions are available for you to use depending

on what fits your design better. Feel free to use the full
logo or the Global Volunteer watermark, but don’t use
them together in the same publication.

Don’t forget to use Powered by AIESEC where

appropriate. Not sure where that is? Read more in the
Powered by AIESEC section of the Blue Book.

Colors

The Global Volunteer official color is AIESEC Red, but

it can also be used in 100% White or 100% Black,
depending on your design.

HEX RGB CMYK

F85A40 248, 90, 64 0, 63.71, 74.19, 2.75
G l o b a l Vo l u nte e r | Va l u e Pro p o s i t i o n
Our Value Proposition & Benefits
Global Volunteer for Youth
Develop Yourself and the World
Cross-Cultural Environment
Be a local in an unknown environment and
experience new cultures by working in a
diverse and cross-cultural team.
Volunteer Experience
Volunteer abroad in NGOs or on projects
that contribute to the Sustainable
Development Goals. Tackle pressing
global issues to create positive impact in
local societies. Don’t just travel. Develop
the world.
23
A cross-cultural volunteer experience
for young people who seek to develop
themselves and the world.
Develop Yourself
Grow and develop by going through
practical experiences and learning-
by-doing. An intense cross-cultural
environment allows you to increase your
self-awareness and solution orientation,
improve communication skills and develop
a global mindset. Become the best version
of yourself!
Discover the art of experiential wanderlust
by working with NGOs or on projects
directly contributing to the Sustainable
Development Goals. Open your eyes
towards the possibility to build, create,
teach, and travel. Grab your backpack, it’s
time to go!
G l o b a l Vo l u nte e r | Va l u e Pro p o s i t i o n 24

Our Value Proposition & Benefits

Global Volunteer for Organizations

A cross-cultural volunteer experience which

Make Local Impact with Global Volunteers allows organizations to bring young people from
all over the world to their social impact projects.

Global Perspective Source with Ease

Add multi-cultural flavor to your team
by bringing in our volunteers who care
about world issues and bring innovative
solutions to work locally.
Reduce your overhead and administration
time as we help source great volunteers
from our global network for you.
Our local AIESEC members assist in
culturally inducting the volunteers,d as
well as facilitating an enjoyable experience
for them in the host city.

Positive Impact

Enable eager and passionate volunteers

to participate in your project to create
positive societal impact. Build cross-
cultural understanding by facilitating
the interaction of volunteers with local
communities.
 25

Working with the SDGs

Since all of our Global Volunteer projects are fully SDG-aligned, we often use the Goals Always use the SDG icons or logo
as part of our promotion strategy. By describing our opportunities alongside the SDG with the AIESEC logo in the same
they target, we are showing our brand is impactful, relevant and credible. But the SDGs publication.
are actually an own brand, managed by the UN, whose brand guidelines we need to
respect. Make sure you follow these whenever you use the SDGs.

If you use the SDG logo, use the one
without the UN emblem, as that one is
reserved for UN agencies.
Make sure you keep a breathing room
of 0.35 inches around the logo.
There are official versions of the
Global Volunteer logo with an added
SDG-support line. Check them out
and use them as appropriate.

The SDG icons should not be The SDG icons and logo are available
manipulated, recolored, or cropped. in the six official languages, feel free to
You can download the most updated use these translated versions as well.
versions here.
 G l o b a l Ta l e n t | L o g o 26

Global Talent Logo

The concept behind the logo aims to represent the

progam in a clear way:

Global represents the cross-cultural aspect.

Talent represents the differentiator between Exchange

brands.

Dynamic Globe of Global Talent represents dynamicity,

movement, connection with different points of the
world.

Keep the size legible and always give it breathing room.

How much space does the logo need, exactly?

The height of the G bar on every side.

Please don’t modify the logo in any way.

This includes adding or changing text, color and shapes.
 G l o b a l Ta l e n t | L o g o 27

Versions

Different versions are available for you to use depending

on what fits your design better. Feel free to use the full
logo or the Global Talent watermark but don’t use them
together in the same publication.

Don’t forget to use Powered by AIESEC where

appropriate. Not sure where that is? Read more in the
Powered by AIESEC section of the Blue Book.

Colors

The Global Talent official color is AIESEC Dark Teal

but it can also be used in 100% White or 100% Black
depending on your design.

HEX RGB CMYK

0A8EA0 10, 142, 160 93.5, 11.25, 0, 32.25
G l o b a l Vo l u nte e r | Va l u e Pro p o s i t i o n
Our Value Proposition & Benefits
Global Talent for Youth
Gain Work Experience by Interning Abroad
Global Opportunity
Expand your horizon by allowing yourself
to develop your career in a global setting.
Work in a whole new environment and
culture, while adapting to local life in
another country.
Work Experience
Launch yourself into a challenging role
that allows you to gain a professional edge
with our partners who are dedicated to
providing an enriching experience, aligned
with touchpoints that help you evaluate
yourself and grow.
28
A global internship opportunity for young
people who seek to develop themselves
and their career.
Diverse Industries
Gain work experience in HR, Marketing,
Education, Engineering and many other
areas. Our pool of opportunities is always
growing, with new industries and fields
being added.
Develop Yourself
Grow and develop by going through practical
experiences and learning-by-doing. An
intense cross-cultural environment allows
you to increase your self-awareness and
solution orientation, improve communication
skills and develop a global mindset.Become
the best version of yourself!
G l o b a l Vo l u nte e r | Va l u e Pro p o s i t i o n
Our Value Proposition & Benefits
Global Talent for Organizations
Global Interns for your Organization
Hire with Ease
With us, sourcing international talent
becomes as easy as recruiting in your local
market. We customize our recruitment
process to make it easy for you to hire
global talent.
Stay Competitive
Stay dynamic by bringing in profiles
aligned to what the market needs and
demands; minimize the skill-gap. All around
the world, our product attracts talent
of diverse backgrounds: HR, marketing,
engineering, software development,
education, sales and many more.
29
Hire global interns and add a competitive
advantage to your business in today’s
global market.
Talent Acquisition
Behind every successful organization that
innovates is a diverse global workforce.
Bring interns from all around the world
to ensure global input in your business
operations. Infuse your business with
the fresh perspective of Millennials from
around the world.
Boost Your Work Culture
Millennials are bound to dominate our
global workforce. Adapt your business to
new trends and become youth-friendly.
Our partners have always loved the
energy and flair that our interns bring to
their workplace while also contributing to
a dynamic environment.
 Global Entrepreneur | Logo 30

Global Entrepreneur Logo

The concept behind the logo aims to represent the

progam in a clear way:

Global represents the cross-cultural aspect.

Entrepreneur represents the differentiator between

Exchange brands.

The lamp bulb of Global Entrepreneur represents ideas,

innovation, design thinking, creativity, importance of a
small idea to start something great.

Keep the size legible and always give it breathing room.

How much space does the logo need, exactly?

The height of the G bar on every side.

Please don’t modify the logo in any way.

This includes adding or changing text, color and shapes.
 G l o b a l Ta l e n t | L o g o 31

Versions

Different versions are available for you to use depending

on what fits your design better. Feel free to use the full
logo or the Global Entrepreneur watermark but don’t use
them together in the same publication.

Don’t forget to use Powered by AIESEC where

appropriate. Not sure where that is? Read more in the
Powered by AIESEC section of the Blue Book.

Colors

The Global Entrepreneur official color is AIESEC Teal

but it can also be used in 100% White or 100% Black
depending on your design.

HEX RGB CMYK

30C39E 48, 195, 158 75.38, 0, 18.97, 23.53
G l o b a l Vo l u nte e r | Va l u e Pro p o s i t i o n
Our Value Proposition & Benefits
Global Entrepreneur for Youth
Intern with a StartUp to Develop
Your Entrepreneurial Leadership
Entrepreneurial Stint
Put your entrepreneurial aspirations to
the test by working with a startup and
embracing the challenges that come with
it. Understand the behind-the-scenes
of running an entrepreneurial venture
through experience.
Expand your Network
Leverage from the many opportunities
to grow your professional network
that will support in your own future
entrepreneurial endeavors. Connect with
professionals and experts from diverse
walks of life who will support later on.
32
A global internship opportunity in
a startup for young people who seek to
develop themselves and their career.
Global Opportunity
Take your professional and life experiences
to the next level by exposing yourself to
a whole new culture and environment, as
you live your internship in a completely
foreign society. Learn how to adapt in a
multicultural environment and stand out.
Develop Yourself
Grow and develop by going through practical
experiences and learning-by-doing. An
intense cross-cultural environment allows
you to increase your self-awareness and
solution orientation, improve communication
skills and develop a global mindset. Become
the best version of yourself!
G l o b a l Vo l u nte e r | Va l u e Pro p o s i t i o n 33

Our Value Proposition & Benefits

Global Entrepreneur for Organizations

A cross-cultural product where our young

Global Interns for your StartUp talent brings added value to your venture
with their entrepreneurial spirit.

Simple and Affordable Enable Youth

AIESEC makes acquiring bright and fresh
minds from around the world much easier
than recruiting locally. Meet your short-
term skill requirement by bringing in young
talent from diverse backgrounds in an
affordable way.
Hire interns who are as passionate to learn
and contribute to your venture’s purpose
as you are. Enable a fulfilling experience
for them as they keenly take on challenges
that a startup workplace brings with it.

Boost Your Workplace

Tailored to the fast-paced and dynamic culture
of today’s world, Global Entrepreneur gives you
the opportunity to engage the next generation
in your startup scene. By connecting you with
high potential young people who are eager to
explore, your workplace can evolve with an
international edge.
 Brand Architecture | Powered by AIESEC 34

Powered by AIESEC Do

Always use the Powered by AIESEC logo when using

the individual product brands, or when referring to
Brand architecture refers to the structure of product Youth4GlobalGoals
brands within an organization and how these are
related to or differentiated from one another within the
portfolio. AIESEC uses an Endorsed Brand Architecture,
which is made up of individual and specific product
brands, which are linked together by an endorsing parent
brand - AIESEC. If adding a second logo to your publication makes it
feel crowded, you can also use the AIESEC Human
Endorsed brand architecture allows:
watermark as a brand endorsement. This is especially
Connecting all our products to the single brand identity fitting for cases where the endorsement is obvious -
of AIESEC such as posts on an AIESEC channel.

Easy plugging of new and upcoming products. New

products can be introduced without association with the
AIESEC brand if needed, and can be introduced in the
brand portfolio depending on their success.

The success of one AIESEC product can positively

influence the other products in the portfolio.
Don’t
Consequently, the reverse is also possible.

Returns on investment on one sub-brand spill over to the Don’t use the Powered by AIESEC logo on brands you
other brands as well might create, which are not officially part of the AIESEC
Experience
Product Brands are brands on their own, however they
must always include the “Powered by AIESEC” logo as an
endorsement.
 Engagement with AIESEC 35

Engagement with AIESEC

The Engagement with AIESEC (EwA) phase exists to spark an interest in young people to develop themselves and to contribute to a
better world. Currently, we have three products in the EwA phase:

Local Volunteer YouthSpeak Forum Global Host

Local Volunteer is an Engagement with
AIESEC product which gives a preview into
what an AIESEC Global Volunteer experience
looks like. It allows local youth to volunteer
on a project or inside an NGO and address
one of the Sustainable Development Goals
for 6-8 weeks, alongside Global Volunteer
participants.
YouthSpeak Forum is a premiere event
that brings together young and senior
leaders to form a diverse cross-sector
and multigenerational space for inspiring
conversations around pressing global issues.
Its aim is to make AIESEC a credible youth
voice. The event offers the unique and
interactive framework of Inspire, Engage, Act.
Global Host is an Engagement with AIESEC
product which gives local families the
opportunity to host Global Volunteer and
Global Entrepreneur participants in their own
homes during their experience with AIESEC.
 Tr a n s l a t i n g P r o d u c t s 36

Translating Products

The need to localize brand and communication channels

is very relevant in many markets. To ensure the most
effective brand localization process, entities should
adopt instructions that will help control their brand
message as it moves across borders.

For entities opting to translate AIESEC Product

Brands (Global Volunteer, Global Talent and Global
Entrepreneur), it is mandatory to use a literal translation
- which means translating text from one language to
another conveying the sense of the original. These
translations must also be approved by the brand
responsible in the AIESEC International team.

For entities based on bilingual countries or territories,

it is recommended to either keep the brand in English
or choose to translate it into the most predominant
language among your target (youth and organizations).
 Content Creation 37

There is a difference between brand

aligned and well designed.
The application of our brand into content is one of the
main representations of our voice in the world. We want
our brand to be genuine, to show the authenticity of our
experiences, avoiding fake stories or environments. We
want our content to feel clear, relatable and relevant. We
challenge our audience, but also inspire them to act. We
work hard to make every blog, image or video transmit
emotions through storytelling. We loooove simplicity.
 Content Creation | Content Goals 38

Content Goals

Every piece of content that is created should

have a clear purpose and trigger an action.

The goals of the posts that are created should

be one of the following:

Open a conversation

Communicate our organizational

purpose

Create a like-minded community

Tell the story of our products

Position ourselves among influential

partners

Address topics that are relevant to

youth
 Content Creation | Content Guidelines 39

Content Guidelines

Be personal, but not too Be playful, but don’t Be representative

personal
When engaging in conversations
with people, we approach them
in a personal tone. Getting close
to a person’s story and fostering
authenticity is what we love
to do. However, as we are still
representing an organization,
staying objective remains
important.
overdo it
We are representing youth,
therefore have a youthful,
energetic and playful voice. This
means that we include a joke
and 1-2 emojis per conversation!
However, we are not over-the-top
in our energy, such as screaming
and a lot of capital letters.
We don’t use inappropriate
street language, slang or sloppy
abbreviation (eg: doin’) in phrasing.
Other than this, we are ensuring
our spelling and grammar are
accurate and triple (or quadruple)
checked before publishing, as well
as in American English.

Be truthful
We fact check everything and
ensure that the sources we use
are 100% reliable. This is because
we want to be acknowledged
as experts in the topics that
we specialize in, such as youth
leadership development.
Be purposeful
In order not to waste time, we only
spread something once it is useful
and relevant. Everything we do
needs to have a reason to be there
and a clear call-to-action.

Content Guidelines
Be activational and
inspirational
Our tone is looking to activate
others to take action. We strive
to empower others to act on the
issues they care about.
Be simple
We want to be simple and not
complicate our message or share
very long stories. We strive to be
as helpful and concrete as possible
whenever communicating.
Content Creation | Content Guidelines 40
Be open and inclusive
Diversity and no discrimination
are main things we embody in
our content. We accept people of
all shapes and sizes and are not
judgemental. We are also very
open for all opinions and welcome
feedback.
Be aligned
Repetition and having a structured
pattern is key in maintaining one
brand tone. We work towards
being as aligned as possible in all
types of content, and in all kinds of
places.
 Photography | Our Approach 41

Our Photography Approach

Focus on the authenticity of the story and the

impact behind the main character.
Photography is one of the main ways our generation expresses
itself. It is a representation of our personality and the way
we see the world. You will see incredible pictures of youth in
projects all around the world, either developing in a professional
environment or impacting a marginalized community. We want to
show the passion and commitment youth puts into making the
world a better place.

For the brand to be authentic, honesty and reality are key aspects
of our photography. We want to expose the world as genuine and
real as it is, but with dignity, with the thought in mind that we are
here to make a change. We are not sending people abroad to be
heroes, but we do believe they make a significant impact.

We want to show that bringing in a person from a different

culture can impact a community that never had communication
with foreigners. We aim to prove that international professionals
can bring a new perspective to the business. We want everyone
that interacts with our brand to feel what it is to live an experience
with AIESEC.
 P h otog ra p hy | Ou r P h otog ra p hy Ty p e s 42

Our Photography Types

Social Impact Professional Development Membership

Focused on the social projects Focused on the internships we Focused on our physical touchpoints,
we provide and the impact they provide and how the participants showcasing the diversity of our
generate. develop through the experience. membership and our work as a
leadership development organization.
 Visuals | Our Visual Approach 43

Our Visual Approach

Simplicity is key.
Visuals are one of the easiest brand
representations, but also the most frequent to
be misaligned.

By giving time to conceptualize and ideate

during the production time, we make sure to
bring our message across in the designs we
do.

We seek trends that can make our brand

speak our generational language. We make
sure that each and every image portrays our
brand personality and tone.
 V i s u a l s | V i s u a l Ty p e s 44

Visual Types

Quotes Statements Infographics

To highlight a text or phrase that To present a phrase or idea of an To simplify a complex idea or process.
refers to an external author. exchange participant.
 V i s u a l s | V i s u a l Ty p e s 45

Visual Types

Statistics Interactive Partnership images

To represent data. To encourage reactions in the To share about projects we are
audience. running with our partners.
 Visuals | Illustration 46

Our Illustration Approach

The sky is the limit.

We love to use illustrations. They’re perfect for explaining
complex ideas, themes or processes. For the most part,
we like our icons and illustrations to be flat and colorful,
always ensuring that our designs match our audience.

For example, when talking about youth-related themes,

we use playful, colorful illustrations. Whether simple,
fun, or elegant, our content should always be easy to
identify and understand at a glance.
Video | Our Approach 47

Our Video Approach

I want you to feel what I felt

Videography is one of our main ways of expression
and the most powerful content that allows others enjoy
and engage with our stories. We ensure this by putting
storytelling at the core of every production, and by
engaging our viewers with a youthful approach in our
language, trends, and resources.

We don’t see perfection in the quality of the equipment

used to record or the output footage, but in the story we
expose and how we expose it.

We understand the importance of being present in

trends and being adaptive to our channels. We showcase
the most genuine moments and the everyday actions that
bring our products to life.

Here you can find elements that will help you improve
your videos like: animated logos and sourcing icons.
 Video | Video Process 48

Video Process

Define your objectives: Determine the main goal of

your video, the place or channel it will be posted in, the
length, your audience and the call to action.

Make a script: Organize your ideas on paper, allocate

time slots for the main highlights of your video.

Collect your resources: Once you know how your video

will look like, collect any resource you need: footage,
soundtrack, record audio, fonts, etc.

Create the skeleton: Bring your story to life by creating

the first skeleton of your video and tracing as much of
the story as possible.

Collect feedback: Share your story skeleton with people

that can enrich it: colleagues, partners, team leaders, etc.

Add details and enhancements: Once your story is

approved, make sure you go the extra mile. Ensure the
quality of your video by adding details that will make it
unforgettable: animations, doodles, titles, intro, outro,
credits, subtitles, sound effects, color correction, etc.
 V i d e o | V i d e o Ty p e s 49

Video Types

Inspirational Informational

To motivate our audience through a message To let our audience know about our brand,
or story. our products or opportunities.

This message is for you(th). Take action now, with the Young Person’s You can explore and experience a completely new culture when you
Guide: Changing the World Edition. #AIESEC #YouthDay #Youth4GG #LiveTheExperience! What are you waiting for? www.aiesec.org

#AIESEC #Leadership
 V i d e o | V i d e o Ty p e s 50

Video Types

Educational Raising Awareness

To let our audience get informed about what To let our audience learn about new topics or
is happening in the world. trends.

On the occasion of the #PartnershipsForTheGoals Day, let’s take a moment to rewind and Today is #WorldBloodDonorDay! We want to say thank you to every individual
look back to how #Youth4GG came to being, as well as how we started the fight for the that has donated blood in the past, saving a lot of lives. Small Actions, have big
2030 agenda! #AIESEC #Leadership Impact! #AIESEC #Youth4GG #TakeAction
 V i d e o | V i d e o Ty p e s 51

Video Types

Showcasing stories Partnerships Animation

To inspire our audience by presenting our To let our audience know about our projects To express a complex idea in a simple way.
participants’ experiences. with our partners.

Changing the world is all about the small actions that end up making a big difference.
Follow Tamara’s journey in Indonesia as she works on SDG 4, Quality Education, in the
eight episode of Youth4GlobalGoals: The Series.
#AIESEC #Youth4GG #Tamara4GlobalGoals #PWC
Writing | Our Writing Approach 52

Our Writing Approach

Conveying passion in little words

Writing is a way of expression that leaves less space for
interpretation. As there is little visual support, the text needs
to be understandable and clear, while telling stories in detail.
Therefore, our writing aims to do exactly that; convey our
passion in short, clear writing.

When we are producing written pieces, one of the most

important things for us is to let our personality and passion as
organization shine through.

Through the way we write, we want to pull people into our

stories, personalities and the passions that we have for the topics
we write about. We want people to take action and join us! The
same goes for our written conversations, where in a personal
approach, we want to inspire action in others.
Writing | AIESEC Blog 53

AIESEC Blog

Blogging gives us the unique opportunity to strengthen our

vision and transmit our organizational message while showcasing
the impact our opportunities create. Using a blogging platform
can provide a space to share meaningful stories and inspire
customers to live an experience with AIESEC, while connecting
powerful visuals with persuasive pieces of writing.

Whether they are about spotlighting a personal experience

lived by an exchange participant or about providing clarity on a
new concept, the articles we publish should always follow the
brand voice and be tailored to our customers. Remember, we are
writing for youth, so adapt your style and what you express to
best fit what our desired audience wants to read. While doing
research, look at blog pages popular among youth and borrow
elements that are going to enrich your pieces and channel.

In order to ensure a complete and effective content strategy it’s

vital to take advantage of all the creative freedom and impact
blogs can provide by including them in your plan. Don’t be
afraid to use writing as part of your approach or to experiment
and come up with innovative ways to engage customers with
blogging. Great stories are not only amazing for conversion,
but also the most powerful tool we have to engage youth with
leadership development.
 Wr i t i n g | Bl og Ty p e s 54

Blog Types

Personal story Informational Promotional/Instructional

Either by writing in first person or presenting
it as an interview, spotlighting someone’s
experience brings the reader closer to the
message and easily engages them with our
purpose.
By keeping up with current trends and world
issues, we make sure we stay connected to
our audience. Informational pieces provide
context, data and views on recent happenings
by connecting them to our mission.
We inform customers about recent
campaigns, new events or collaboration by
presenting them in promotional posts, which
guide them through the new experience, offer
instructions and generate excitement.

Listicles
Used by most millenial blog networks, listicles
present bigger chunks of information in an
easily digestible and fun way. They are usually
highly shareable, as well as easier to process
on the go.
Survey/Quizzes
Used as a way to break out of the usual
blogging pattern, quizzes and surveys are an
fun, interactive way to engage customers with
your content and message without being too
pushy.
Writing | PR Statements 55

PR Statements

When we are making PR statements, we make our tone more

professional than in all other written pieces, because they are
coming from AIESEC as an organization. Based on the content
of the statement, the partners involved in it should always be
clearly and correctly portrayed and tagged, as per the partners’
wishes.

The following are the most important things to keep in mind

when writing a PR statement:
Refer to AIESEC in the first person (‘we’) and audience in the
second person (‘you’).
Use easily understandable and conversational language, as if you
are explaining something to a friend.
Keep it short and sweet, brief, and to the point. It is better to be
clear than clever.
Keep it professional.
Use correct spelling and grammar.
When using English, always use American English.
Engage partners with it, and tag them if relevant.

See our PR examples here: https://blog.aiesec.org/category/

press
Brand Partnerships | Our Approach 56

Our approach to
Brand Partnerships

Cooperating to amplify our common purpose

As a sole brand, you can put a lot of effort into raising awareness
for the topics you care about. However, the magic starts when
you have the opportunity to team up with another organization
or partner willing to fight along with you. This is exactly
why we’re so fond of brand partnerships. They give us the
opportunity to amplify our common purpose and give it a bigger
reach.

With brand partnerships, the most important thing for us is to

ensure that we clarify this common purpose. We only partner
in case the end goal of the campaign aligns with the mission of
our organization. Additionally, the most important thing is that
the brand partnerships do not affect either brand’s standards,
integrity and voice. The channels that we use should also always
be the most relevant ones to our partnerships, to make sure our
audience remains engaged.
 Brand Partnerships | Co-branding Guidelines
Co-branding Guidelines
When setting up a co-branding partnership, there are several
things that need to be defined.
Clarity on the common goal
The most important thing to define is the goal of the partnership.
The common goal should be something that aligns with
the purpose of all the organizations involved in the brand
partnership. In case of AIESEC, this means that we can partner
for youth leadership development, cross-cultural exchanges, and
the Sustainable Development Goals.
Clarity on the measurement of success
The second step after knowing the specific goal of the campaign,
is knowing what the measurement of success will be, and
therefore what co-branding type should be used. This can
be employer branding, external product campaign, or other
activities, but for all organizations involved, it should be clearly
defined what they want to see as the measurement of success of
the brand partnership.
57
Clarity on the channels
Knowing the measurement of success from all organizations
involved in the partnership, there can be clarity on what channels
and platforms can be used to launch it. This includes discussing
what social media and internal platforms are the most relevant in
order to reach the common goal.
Clarity on the content plan
Since there is clarity on the goal, the call to action and the
channels used, the next step is to evaluate the content plan for
the campaign. This includes determining what kind of content
will be created, how it will be created, and in what timeline.
Therefore, in the content plan, the following are clearly defined:
- The messages being sent
- The call to action
- The content that will be created, and by whom
- The hashtags
- The timeline
In general, it is important that both parties are involved in making
the campaign a success.
 Bra n d Pa r t n e r s h i p s | Co - b ra n d i n g Ty p e s 58

Co-branding Types

Employer Branding Brand Positioning

Campaign focused on presenting our partners Campaign focused on raising awareness about
as employers of choice. a like-minded brand.

Awareness Campaign Internal Product Campaign

Campaign focused on raising awareness about Campaign focused on promoting an AIESEC

a specific common topic product sponsored by a partner.
 Bra n d Pa r t n e r s h i p s | Co - b ra n d i n g Ty p e s 59

Co-branding Types

External Product Campaign Activational Campaign

Campaign focused on promoting an external Campaign focused on presenting an on-

product sponsored by a partner (IE Business ground activation, sponsored by a partner.
School & PR → Let’s do it world).

Sponsored Campaigns Physical Engagements

Campaign focused on presenting an AIESEC- Printed material for physical partnership

specific topic, sponsored by a partner. spaces.
Social Media | Our Approach 60

Our Social Media Approach

Publishing stories to gain impactful reach

You can create beautiful pieces of content, however, if you are
not sharing them in a structured way on social media, this means
that half of the effort put into the creation is not optimally used.

For that reason, we focus on ensuring that the way we structure

our social media posts is also supporting the message we send.

Through social media captions, comments and messages, we

want to ensure that we are inspiring more people to act and
interact with us.

Channels
Facebook
Accessibility to the largest global
audience is what Facebook offers
us. For that reason it is the perfect
platform to reach the highest
amount of youth with the most
various messages and content
types we have.
YouTube
It’s an important platform for us
to present our longer-formatted
videos. It provides a space for us
to collect our storytelling through
video, and make it actionable.
Social Media | Channels 61
Instagram Twitter
For us, Instagram is a natural A great channel for fast
platform used to express ourselves, conversations, easy interactions
as it gives us the opportunity with externals and measuring
to be visually present and share traffic on specific hashtags and
our stories in a simplistic and during events.
impactful way. It allows us to be
creative, interactive and create
conversations with our main
audience: youth.
LinkedIn
A perfect platform to reach like-
minded organizations who can
support us. It is the best place to
get professional input on our brand
and present topics that concern us.
Social Media | Examples 62

Community Management

Building communities that engage.

Having great content for your social media platforms is only the
first step in ensuring success. With people being delivered more
and more information during the time they spend online, the
need for an effective engagement strategy becomes paramount.
It’s exactly because of this why we believe that one of the most
important things to take into consideration, not matter the
channel we speak of, is community management.

Community management has long evolved from a purely

administrative structure to a vital asset in any digital marketing
strategy. It focuses on strengthening the brand message and
organizational purpose through different types of direct and
indirect interactions. By making sure that our customers receive
the support, information and incentives they need, we directly
contribute to the succes of any campaign and content plan.

Community management includes answering comments,

responding to feedback, managing page messages and ending
calls to action.

In any interaction, it is vital that we stay true to our brand voice

and communicate in a way that represents AIESEC and our vision
in the best way possible.

Captions, Tags & Hashtags
The caption is a crucial part of publishing the content, as
it ensures that its message is amplified and has a call to
action. Structure a caption in the following way:
Start with an activating sentence that catches attention.
This can be an enthusiastic message, interesting fact,
quote, or a question. Make sure to tag the relevant
parties in case you mention externals.
Include the connecting call to action as many times as
possible: What do you want people to do?
If relevant, Include the hashtags for the content piece.
The official hashtags that we use in the posts that we
share on social media are:
#AIESEC #LiveTheExperience #Leadership
When working with our ELD products, we also have
the hashtags #GlobalVolunteer, #GlobalTalent and
#GlobalEntrepreneur.
Social Media | Hashtags 63
We are consistent in our hashtags and do not invent a
new hashtag for every post. We will only add hashtags
to be consistent and aligned in tracking.
Ensure to read the content guidelines and have a look at
the examples in the next page.
For social media there are two types of written
communication that we manage in a specific way. Firstly,
the captions that are attached to each social media post.
Secondly, the social media community management of
comments, responses and messages.
Be aware of the content guidelines, which apply for all
social media posts!
 64

Legal Notes

Legally, AIESEC’s general brand is the one that needs to be We never only refer to “Countries” or “Nations”, because this will
protected first. It is trademark registered in the EU27 and a lot indirectly imply AIESEC taking a political stand. Use “countries
of other entities in the network. The Global Plenary allocated a and territories”. This is a very sensitive topic, so please pay
specific fund for trademark registration. If you are not sure if the attention to it especially in your media and public relations.
AIESEC Brand is properly protected in your entity, contact the
President of AIESEC in your entity or the Don’t Do
Global Finance Board (GFB).
AIESEC XYZ AIESEC in XYZ
Other names in our brand, such as. ‘YouthSpeak’ or ‘Global Countries/Nations Countries and territories
Volunteer’ are not registered trademarks of AIESEC because they
are generic brands.
Trademark number: 004400347
Vocabulary about Countries / Entities Type: figurative
Nice Classification: 35, 36, 41
Legal forms aside, AIESEC is a single organization running its
activities on a global scale. This is why it is strictly forbidden to Trademark number: 004400339
call entities “AIESEC XYZ”, and the only correct way to position Type: word
your entity is as “AIESEC in XYZ”. Nice Classification: 35, 36, 41
 65

Year of Revision and Creators

This Blue Book was created with all passion and creativity of 6
AIESECers.

July, 2018.

Special recognition to:

Sabino Alejandro
Angel Mendoza
Moniek van Waaijenburg
Julian Kossmann
Ioana Varga
Gaurav Jeena
Ankith Abraham
Joaquim Sanvictores
Tanya Landysheva
Omar Issa
Tamas Viski
Ali Soliman
Hans Dinata
Laurin Stahl
Noelle Guirola
Omar Saldaña
Lian Tolner
AIESEC BLUE BOOK