Branding and Style Guide, June 2011

Branding and Style Guide - June 2011

TABLE OF CONTENTS

CORE ECS Brand..............................................................................................................................2-3CORE ECS Logo...................................................................................................................................4CORE ECS Division Logos ................................................................................................................5-7Logo Clear Space & Minimum Size........................................................................................................8Typography & Language........................................................................................................................9Photography & Imagery........................................................................................................................10CORE K12 Photography Examples......................................................................................................11CORE Advanced Technologies Photography Examples......................................................................12CORE Consulting & Staffing Photography Examples..........................................................................13

Branding and Style Guide - June 2011

THE CORE ECS BRAND

CORE Education and Consulting Solutions, Inc. (CORE ECS/US) is an educational publisher and consulting partner, providing technology-based products, services, and professional personnel assets for schools, state departments of education, institutions of learning, and select businesses.

CORE ECS is wholly owned subsidiary of CORE Projects and Technologies Ltd., India’s largest global education company. CORE Projects and Technologies Ltd. strives for the creation of a better future across the globe by imparting best in the class technological solutions that help the future generation imbibe quality education worldwide.

CORE ECS’ ultimate mission is to be the global leader in education, providing the best of breed end-to-end solutions – the highest quality products and services available in the education domain.

CORE ECS believes in three fundamental values, which are embraced by all CORE operating units as essential to quality productivity and success. 1. RESPECT: Respect every individual as the cornerstone of good business 2. EXPECT: Expect to deliver the very best and thus create a fair account 3. DELIGHT: Delight in one’s efforts and so in turn, delight ones’ customers

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Branding and Style Guide - June 2011

THE CORE ECS BRAND

The CORE ECS brand is more than a logo or name. It’s who we are as a global company – how we represent ourselves and the products and services we provide. CORE ECS has a brand promise: to be the global leader in education and provide the best end-to-end solutions available in the education realm. The visual representation of the brand must engage customers with a professional, contemporary, and three-dimensional capacity. The CORE ECS brand should convey expertise and confidence and the message that it is committed to improving education, in every aspect, worldwide.

OUR BRAND NAMES

Our official company name or division name should always be used in signatures, address blocks, and when the company is first mentioned in body copy. Casual names can be used conversationally in body copy only after the official company name has been used. The CORE part of the company name or division should always be in capital letters. Avoid using the name CORE exclusive of the company identifier or division name.

Official Name Casual NameCORE Education and Consulting Solutions CORE ECSCORE K12 CORE K12CORE Advanced Technologies CORE Adv Tech, Advanced TechnologiesCORE Consulting & Staffing CORE Consulting, Consulting & StaffingCORE Careers & Skills Development CORE Careers

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Branding and Style Guide - June 2011

THE CORE ECS LOGO

The CORE ECS logo consists of three main elements. 1. The CORE wordmark 2. The red sphere 3. The red wordmark

The CORE ECS logo consists of text and graphic elements combined, in a specific relationship, to create a unique piece of artwork. To maintain consistency, and to ensure integrity of the logo should never be typeset, recreated or altered in any way. This causes inconsistencies across the CORE ECS brand. Two forms of the CORE ECS logo are shown. The logo should not be reproduced in any other colors.

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Branding and Style Guide - June 2011

CORE ECS DIVISION LOGOS

The CORE ECS division logos consist of four main elements. 1. The CORE wordmark 2. The red sphere 3. The vertical gray divider line 4. The gray wordmark

The CORE ECS division logos consist of text and graphic elements combined, in a specific relationship, to create a unique piece of artwork. The CORE ECS logo and CORE ECS divisional logos should always be used as is without any kind of modification. The logos should never be typeset, recreated, or altered in any way. This causes inconsistencies across the CORE ECS brand. Two forms of the CORE ECS division logos are shown. The logos should not be reproduced in any other colors.

CORE K12

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Branding and Style Guide - June 2011

CORE ADVANCED TECHNOLOGIES

CORE CONSULTING & STAFFING

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Branding and Style Guide - June 2011

CORE CAREERS & SKILLS DEVELOPMENT

CORE SPHERE

The CORE Sphere Logo may not be used exclusive of the CORE Education and Consulting Solutions logo or other division logos without prior consent from the CORE ECS Marketing Department.

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Branding and Style Guide - June 2011

To maintain integrity and visual clarity, the CORE ECS logo and CORE ECS division logos should always be surrounded by clear space. This ensures that the logo is not competing with other graphic elements on a page including copy, photos, other logos, and background patterns among others. The clear space for the CORE ECS and CORE ECS divisional logos is as follows:

Print: minimum of 1/4 of an inchElectronic: minimum of 25 pixels

LOGO CLEAR SPACE

LOGO MINIMUM SIZETo maintain visual strength, the CORE ECS logo and CORE ECS division logos should never be printed in a size less than 1.5 inches in length.

1.5 inches 1.5 inches

1/4”

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Branding and Style Guide - June 2011

COLOR PALETTE

The CORE ECS color palette is based on the company logo colors. CORE ECS uses mainly primary and secondary colors along with black and gray. The colors are bold and have a classic, corporate feel.

PANTONE 279C PANTONE 1815CPANTONE

COOL GRAY 11PANTONE

PROCESS BLACK

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Branding and Style Guide - June 2011

TYPOGRAPHY & LANGUAGE

Language: American English should be used in all materials and projects.

To provide a consistent and unified look, CORE ECS’ chosen typefaces are Arial and Myriad Pro. The clean sans serif characters provide a modern and professional look while also being easily legible. Use Myriad Pro for headings when available and Arial for body text.

Arial (regular)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Myriad (regular)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Myriad BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Myriad ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

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Branding and Style Guide - June 2011

PHOTOGRAPHY & IMAGERY

CORE ECS is an educational publisher and consulting partner, providing technology-based products, services, and professional personnel assets and this should be represented in its imagery. Photography should be education-based and have a technological and modern aspect. All images and photos used in both print and electronic communication should be professional and specific to the use of the piece. Stock images and photos should be as natural as possible.

CORE ECS photography and imagery must follow these guidelines: • Portray a wide range of ethnic and cultural backgrounds • Photos of school children should always be modest and appropriate • No inappropriate logos or language on clothing • No excessive amount of bare skin showing • No hand gestures (even if it’s a thumbs up or peace sign) • Photography should be specific to the material

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Branding and Style Guide - June 2011

PHOTOGRAPHY EXAMPLES - CORE K12

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Branding and Style Guide - June 2011

PHOTOGRAPHY EXAMPLES - CORE ADVANCED TECHNOLOGIES

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Branding and Style Guide - June 2011

PHOTOGRAPHY EXAMPLES - CORE CONSULTING & STAFFING

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