Savvas

BRAND

GUIDELINES

November 2019

Savvas Brand Guidelines | November 2019

01 Introduction |

To support our brand, we have developed a unique

and distinctive identity system. A creative toolkit

that includes strategy, messaging, and a visual

system with our company logo and a collection

of colors, typefaces, graphics and photography that

can be used in different combinations to help

us create a flexible yet consistent look and feel for

all of our brand communications.

An important part of how we communicate our

brand is how we use this system. In order to convey

a consistent and strong brand message, we need

to use the system in the same way across the

company and across all media.

This begins with maintaining a consistent visual

style throughout Savvas communications. A visual

style is not just a logo but involves a combination

of visual elements. Please take the time to learn how

to put these elements together correctly.

For questions about these guidelines and how to use

them or to have the Brand Team review your

communications, email brand.savvas@pearson.com

(note that after April 1, 2020, the email will become

brand@savvas.com).

Table of Contents

Introduction

Table of Contents

Introduction

Introduction/Table of Contents . . . . . . . . 2

System Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Brand Strategy

Brand Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Brand Personas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Brand Essence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Brand Pillars . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Brand Platform Framework . . . . . . . . . . . . . 11

Brand Narrative . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Verbal Branding

Brand Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Usage and Examples . . . . . . . . . . . . . . . . . . . . . . 17

Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Proprietary Phrase . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Visual Branding

Visual Toolkit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23

Spacing and Sizing . . . . . . . . . . . . . . . . . . . . . . .24

Logo Placement Best Practices . . . . . .25

Use Violations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27

Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

Color Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Web Accessibility . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Use Violations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32

Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

Platform Branding . . . . . . . . . . . . . . . . . . . . . . . . . 36

Iconography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

Graphic Elements . . . . . . . . . . . . . . . . . . . . . . . . . . 38

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

Use Violations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40

Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

Approach and Style . . . . . . . . . . . . . . . . . . . . . 42

Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

Use Violations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45

Example Applications

Print . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

Conference Billboard . . . . . . . . . . . . . . . . . . . .47

Brochure Covers . . . . . . . . . . . . . . . . . . . . . . . . . . .47

Business Card . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47

Tradeshow Booth . . . . . . . . . . . . . . . . . . . . . . . . . .47

Digital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

Mobile Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

Swag . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

Tote Bag . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

Water Bottle . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

Pen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

Contact

Savvas Brand Guidelines | November 2019

01 Introduction |

The Savvas identity has been designed to be instantly

recognizable. Maintaining this recognition means

taking brand consistency seriously. Ideally, every piece

of written and visual communication we create

should be immediately identifiable as Savvas.

We do that by following these brand guidelines and

by being consistent in how we implement our system.

These guidelines cover verbal and visual guidance for

our corporate identity. Product, platform, publishing,

UI, video, and other more specific guidance can

be found in separate documents.

System Overview

System Overview

BRAND STRATEGY

Savvas Brand Guidelines | November 2019

02 Brand Strategy |

What Is a Brand?

A brand is the identity of a company.

Like a person it has tangible elements:

What is it called?

What does it look like?

What colors does it use?

What does it say?

What’s its personality?

And it also has intangible elements:

The distinct combination of all brand elements that,

together, create a positive feeling that you trust when

it comes time to make a decision between brands.

Brand Overview

BRAND

STRATEGY

CREATIVE

Starting at the core

Building a foundational strategy

Defining our creative expressions

Savvas Brand Guidelines | November 2019

02 Brand Strategy |

Creating a brand that audiences trust starts with

brand strategy. It’s the set of core elements that

shapes the way the brand is expressed: how it looks,

how it talks, and how it behaves.

Brand strategy has three parts. Each part answers

a fundamental question central to the brand identity.

Brand Strategy

Brand Overview

Audience Personas

Which audiences do we prioritize

and what matters to them?

Brand Positioning and Essence

What is the essence of our brand and what

are the core ideas that support it?

Brand Architecture

How do we organize our products and services

in relationship to our brand and to each other?

Savvas Brand Guidelines | November 2019

02 Brand Strategy |

“I feel pressure to try new methods,

but experience tells me what works.”

Willingness to Try or Use New Technology

Content Visibility Across Levels and Disciplines

Perceived Value of Pearson History

Needs

Mix of print, digital, pedagogy;

make job easier and save time;

motivate students to learn

Desired Brand Experience

Simpler, more customized, more

suited to addressing all students

“Why can’t my school stuff be

more fun?”

Willingness to Try or Use New Technology

Content Visibility Across Levels and Disciplines

Perceived Value of Pearson History

Needs

Make learning fun; be successful

in school; personalized content

Desired Brand Experience

Modern UI/UX, more social, more

unified, less fragmented

“I’m responsible for selecting

curriculum that raises scores –

and funding.”

Willingness to Try or Use New Technology

Content Visibility Across Levels and Disciplines

Perceived Value of Pearson History

Needs

Help meet standards and budget

requirements; trust you to deliver

Desired Brand Experience

Clear explanation of what’s new,

what’s not, and a vision for the future

Savvas should ideally speak and appeal to everyone

who comes in contact with our brand: teachers,

students, administrators, curriculum developers,

parents, the media, and our own employees.

We believe that by understanding the needs of three

key audiences, we will successfully appeal to all

our audiences.

Note: These personas were used to guide creation

of the brand. These are not meant to replace existing

product or sales personas.

Brand Personas

Brand Personas

Ana Administrator

Tom Teacher

Serena Student

Savvas Brand Guidelines | November 2019

02 Brand Strategy |

Academic Success

Teachers

Students

Advanced

Technology

Real-World

Application

Cultural Shifts

Big Data

Diversity

Brand positioning captures the core ideas that shape

our brand – our essence and supporting pillars.

Ours came from a key insight, that we sit at the

center of converging trends in education and

in the world, and are uniquely capable of seeing

advantages in the ways they intersect.

Positioning

Positioning

Savvas Brand Guidelines | November 2019

02 Brand Strategy |

Our big idea – the essence and north star that guides

our new brand is about not just sitting at the center

of converging trends, but embracing them to build

solutions in ways that our competitors simply can’t.

Brand Essence

Positioning

Embracing

Intersections

Savvas Brand Guidelines | November 2019

10

02 Brand Strategy |

Brand pillars are the key points we use to support

our essence. We want these ideas to take priority

in communications consistently enough that our

audiences recognize them. They can be prioritized

by audience but should not be substituted for other

ideas. Consistency is key.

Brand Pillars

Positioning

Advanced Technology

Quality and Efficacy

Breadth and Scale

Empathy and Equity