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EPSF-ERU Manual Brand Identity.pdf

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