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