ELSA

Brandbook
 Tone of Voice
Mission Statement The brand of ELSA has a long-lasting history. Created to overcome many differences of the time, Our tone of voice is appealing. As an association with an international outlook, we are embracing the
ELSA is still all about the people and strengthening ties - over cultural, language, religious and diversity and various backgrounds our members are coming from. We aim at providing our members
outlook differences. We are doing our share in this world by challenging the status quo of legal with a platform to develop their existing skills and acquire new ones whilecreating memorable
education in Europe and beyond. relationships between each other. This is why we are here and this is how we are treating the world.

Our vision is unique: «It is about what you say and how you say it»
“A just world in which there is respect for human dignity and
cultural diversity”
Our purpose is simple: FAMILIAR ACTIVE
Try to be nice and build trust. Always ask people about their opinion.
To contribute to legal education, to foster mutual understanding
and to promote social responsibility of law students and young BRIEF TRULY
Forget about complex sentences. Do not set on “selling”, just be honest.
lawyers.
HUMANE TRUSTWORTHY
We provide opportunities for law students and young lawyers to learn about other cultures and Remember, people prefer contact with people, not robots. If you promise something - do it.
legal systems in a spirit of critical dialogue and scientific co-operation.
We assist law students and young lawyers to be internationally minded and professionally skilled. PERSONAL DARING
We encourage law students and young lawyers to act for the good of society. In the end, you are not strangers. A pinch of confidence is always a good idea.

2 ELSA Brandbook ELSA Brandbook 3

 BRAND PERSONALITY

There is much more that our brand has to offer. In its simplest way, ELSA embodies everything that active members can say
about themselves.

PEOPLE-FOCUSED INTERNATIONALLY MINDED

We create an atmosphere of teamwork, An international environment brings us
where everybody can find their place. the possibility to broaden our horizon.
The feeling of family we all cherish. We are doing all this while travelling and
discovering the world together.

SOCIALLY RESPONSIBLE COMMITTED TO LEGAL EDUCATION

Our projects reflect the main values We are creating a plethora of
that we have, and these are mostly opportunities for our members in the
focused around human rights. Through spirit of extracurricular education,
our values we influence society and try which makes our members better and
to sculpt a more just world. smarter.

4 ELSA Brandbook ELSA Brandbook 5

 THE ELSA LOGO
Only to be used by ELSA International To be used by NG / LG

225 px 550 px 225 px 225 px 550 px 225 px

258 px 258 px

374 px

OUR LOGO
490 px
x 70 px x 70 px

46 px 46 px

70 px

1000 px 46 px

1000 px

The ELSA logo is the most immediate representation of our Association, our people and our brand to the world. In order to
build a unified image of ELSA, correct use of the logo is essential.

The ELSA logo consists of two parts: the design and the subtitle. When the logo is used by a National or Local Group, it shall
be in combination with the name of the respective group. The name shall always be written in capital letters and in English
using EB Garamond.

Remember that the ELSA logo shall be featured on all marketing materials, regardless of media.

6 ELSA Brandbook ELSA Brandbook 7

 PROTECTED ZONE LOGO PLACEMENT
When used in graphic design, the ELSA logo should be
placed in the bottom center, right or left corner of the
design, providing all the other requirements are met.

Maintain the Protected Zone during the creation of a

design.

Always place the logo of the National Group on the right

side of the Local Group.

When National or Local Groups are using their logos

together, they should be placed in alphabetical order
from left to right.
In order to maintain the integrity of the ELSA logo, it is important that no other logos, inscriptions or graphical elements
infringe on its space. When the ELSA Logo is used in connection with project
logos or sponsors, the ELSA Logo should always be
The size of the Protected Zone is determined by the cap height of the letter “L” in the ELSA logo and is to be respected for all placed on the right side.
directions.
Make sure to have a balanced size ratio between the
Have a look at the figures above to get a clear picture of the Protected Zone of the logo. logos.

8 ELSA Brandbook Give the logo some space! ELSA Brandbook 9

 INCORRECT USE USAGE EXAMPLES
Do not alter the ELSA logo in any way. Do not animate, colour, rotate, skew, or apply efects to the logo. Do not separate the
elements.

The following illustration demonstrates correct and incorrect logo use. Whilst it does not cover every possible scenario, you
will formulate a good idea of what is acceptable and what is not.

Never attempt to create the logo yourself, change the font, or alter the proportions. Always use the logo generator or the
provided templates.

If in doubt, do not hesitate to ask the Vice President of Marketing of ELSA International.
1. 2. 3. 4.
1. Correct logo use.
2. Do not move the elements.
3. Do not remove the subtitle.
4. Do not recolor the logo.
5. Do not apply any effects.
5. 6. 7. 8. 6. Do not rotate the logo.
7. Do not alter the proportions.
8. Do not add any ornaments to the TROMSØ TROMSØ

logo

10 ELSA Brandbook Do not alter the ELSA logo in any way! ELSA Brandbook 11
 COLOURS LOGO COLOURS
The ELSA corporate colour palette consists of five colours and can be used in any combination as long as the integrity of the The ELSA logo shall under no circumstances be used in any other colours.
brand is not diminished. ELSA Blue should be used as an anchor in the material, but do not overuse it.

We have defined a core set of colours for you to start with. This does not mean that other complementary colours cannot be
used. Make sure that the Corporate Identity is not undermined by non-corporate colours.

CMYK is the color profile used for printed materials.

RGB is used for digital publishing.

ELSA Blue Black White

The logo in ELSA blue is the The black logo is mainly used for The white version of the logo is
standard logo and should be black & white material. used when the logo is to be placed
used as much as possible. against dark backgrounds.
RGB: 10 48 135 RGB: 255 116 0 RGB: 0 0 0 RGB: 102 102 102 RGB: 255 255 255

CMYK: 100 85 0 0 CMYK: 0 64 94 0 CMYK: 0 0 0 100 CMYK: 0 0 0 60 CMYK: 0 0 0 0

HEX: #0a3087 HEX: #ff7400 HEX: #000000 HEX: #666666 HEX: #ffffff

12 ELSA Brandbook Seriously, never use any other colours for the logo! ELSA Brandbook 13
 SUPPORTIVE COLOURS SUPPORTIVE COLOURS
To complement the ELSA primary colour palette, a set of supportive colours may be used. These colours are most
appropriate in corporate design elements, charts and graphs, in lines and dots.

Do not be afraid to supplement with colours from outside this palette.
Anchor colour Anchor colour

RGB: 4 20 57 RGB: 7 33 95 RGB: 10 48 135 RGB: 13 60 171 RGB: 16 69 215 RGB: 102 46 0 RGB: 143 64 0 RGB: 184 83 0 RGB: 224 101 0 RGB: 255 116 0
CMYK: 100 91 45 58 CMYK: 100 91 36 27 CMYK: 100 85 0 0 CMYK: 97 78 0 0 CMYK: 91 71 0 0 CMYK: 37 77 99 55 CMYK: 29 77 100 2 CMYK: 21 73 100 12 CMYK: 7 70 100 1 CMYK: 0 64 94 0
HEX: #041439 HEX: #07215f HEX: #0a3087 HEX: #0d3cab HEX: #1045d7 HEX: #662e00 HEX: #8f4000 HEX: #b85300 HEX: #e06500 HEX: #ff7400

RGB: 27 105 238 RGB: 58 119 234 RGB: 103 145 244 RGB: 179 200 249 RGB: 243 245 249 RGB: 255 137 16 RGB: 255 143 51 RGB: 255 165 92 RGB: 255 188 133 RGB: 255 233 214
CMYK: 84 60 0 0 CMYK: 78 54 0 0 CMYK: 63 42 0 0 CMYK: 33 18 0 0 CMYK: 6 3 2 0 CMYK: 0 56 92 0 CMYK: 0 53 81 0 CMYK: 0 44 66 0 CMYK: 0 34 51 0 CMYK: 0 12 17 0
HEX: #1b69ee HEX: #3a77ea HEX: #6791f4 HEX: #b3c8f9 HEX: #f3f5f9 HEX: #ff8910 HEX: #ff8f33 HEX: #ffa55c HEX: #ffbc85 HEX: #ffe9d6

14 ELSA Brandbook ELSA Brandbook 15

 FONTS

Lato Light
As with our logo, consistent use of our corporate fonts, EB

LATO BLACK IS OUR HEADLINE WEIGHT

Garamond and Lato, reinforces ELSA’s brand identity.

Lato should be used for headlines and may be used for copy
and digital materials. Short headlines or labels can be all
caps, otherwise headlines and subheads are sentence case.
Lato Light Italic

EB Garamond should be used primarily for extended run-
Lato Regular LATO BOLD IS OUR SUBHEADLINE WEIGHT
ning body copy in longer, multiple-page documents, such as
brochures and datasheets.

When working on intricate material, you can instead of Lato Italic LATO REGULAR IS OUR BODY COPY WEIGHT
EB Garamond use either Garamond Monotype or Adobe
Garamond Pro. This exception is only applicable when you
due to the nature of the material must use different font
weights.
Lato Bold
LATO LIGHT IS USED FOR CAPTIONS AND SMALL BODIES OF TEXT
EB Garamond shall always be used in the ELSA Logo! Lato Bold Italic

16 ELSA Brandbook ELSA Brandbook 17

 RECOMMENDED IMAGERY EXAMPLES

A picture is worth a thousand words!

When selecting photos for your marketing material it is important that the imagery portrays ELSA in a way that strengthens
our brand and underline our brand personality.

The imagery should be positive, natural and not come in conflict with ELSA’s non-political status.
If you cannot find anything suitable an abstract photo may be the way to go.
Only use professional and high-resolution photos.

It is important to keep in mind the legal aspects when searching for photos. Always make sure that you have the necessary
rights to use the image in question, and always give appropriate crediting when needed.

Below you will find a selection of handy image banks where you can find millions of free photos:
pixabay.com
pexels.com
stocksnap.io

18 ELSA Brandbook ELSA Brandbook 19

 The following pages will unveil the overview of the Flagship Projects of ELSA. Flagship Projects are the most
important events organised internationally by ELSA. Such projects constitute the immediate representation of
our core activities within the Key Areas and are a natural continuation of our philosophy and the values that we
all share.

ELSA has its own unique brand, so do our Flagship Projects. It is important to distinguish between the general
brand of ELSA and the brand of our Flagship Projects.

OUR BRANDS ELSA creates an umbrella brand which has its own distinctive features. These features are dear to us for we
use them every time we interact with ELSA - our logo, blue colour and so. Meanwhile, Flagship Projects of ELSA
have their own brand approach, which slightly differs from the general ELSA brand. Their brands are of course
based upon the general ELSA brand, however, these have their own remarkable characteristics, which make
those outstanding.

On the following pages, you will be presented with these specific details, which constitute the brands of our
Flagship Projects.

20 ELSA Brandbook ELSA Brandbook 21

 ELSA Moot Court Competition #ELSAWTO
#EMCC
FONT KEY SELLING POINTS
#FOR_EMCC Century Gothic Regular 1. Global
«Face the global challenge» 2. WTO - development of trade law at large
3. Patron - Roberto Azevêdo, Director General of the WTO
COLOURS 4. Open doors to a future career

ELEMENTS
1. Skyline
2. Globe
RGB: 10 48 135 RGB: 252 235 99
3. World Map
CMYK: 100 85 0 0 CMYK: 3 2 75 0

HEX: #0a3087 HEX: #fceb63

TIMELINE
1. Launch - September 2. General Promotion - ca. three months 3. Registration Deadline - December

4. Regional Rounds Promotion 5. Final Oral Round Promotion - June

Period - January - April

22 ELSA Brandbook ELSA Brandbook 23

 #EHRMCC FONT KEY SELLING POINTS
Myriad Pro Condensed 1. Prize: Traineeship at the ECtHR
Myriad Pro Bold Condensed 2. The only MCC in English on the ECHR
3. Council of Europe

COLOURS
EUROPEAN ELEMENTS

HUMAN RIGHTS
1. Speech bubbles
2. Black and white images

MOOT COURT RGB: 6 42 79

CMYK: 100 86 40 39
RGB: 255 255 255

CMYK: 0 0 0 0 TIMELINE
COMPETITION
HEX: #062a4f HEX: #ffffff

1. Launch - August

2. General Promotion - ca. two months

RGB: 239 70 52 RGB: 255 212 118 RGB: 75 195 202

3. Registration Deadline - November
CMYK: 0 88 87 0 CMYK: 0 17 63 0 CMYK: 63 0 23 0

HEX: #ef4633 HEX: #ffd376 HEX: #4ac2ca

4. Final Round - February

24 ELSA Brandbook ELSA Brandbook 25

 #STEPitUP
FONT KEY SELLING POINTS
Lato Regular 1. Cultural and legal exchange
Lato Bold 2. Language skills improvement
3. Enhancing your CV internationally
4. Support on the local and national level
COLOURS
ELEMENTS
1. Bridge
2. Globe
3. Staircase
RGB: 0 0 0 RGB: 255 255 255 RGB: 10 48 135
4. Travelling by air connotations
CMYK: 0 0 0 110 CMYK: 0 0 0 0 CMYK: 100 85 0 0

HEX: #000000 HEX: #ffffff HEX: #0a3087

5. Corporate buildings

TIMELINE TWO CYCLES

1. Job Hunting Promotion Period 2. Student Hunting 1st Launch in November
Countdown – one week 2nd Launch in April
General Promotion – six weeks

26 ELSA Brandbook ELSA Brandbook 27

 #ELSALawSchools
#SummerELSALawSchools FONT KEY SELLING POINTS
#SELS
Marling 1. A wide variety of legal topics
2. Good & efficient
Lato (all weights)
3. Cultural diversity
4. Price

COLOURS
ELEMENTS
1. Waves
2. Boats
3. Beaches
4. Umbrellas
RGB: 6 42 79 RGB: 255 255 255 5. Hand drawn icons
CMYK: 100 86 40 39 CMYK: 0 0 0 0
HEX: #7dbbdd HEX: #69c2c0

TIMELINE
1. Preliminary Promotion – two weeks

2. General Promotion – two months

RGB: 75 195 202 RGB: 239 70 52 RGB: 255 212 118

CMYK: 63 0 23 0 CMYK: 0 88 87 0 CMYK: 0 17 63 0

HEX: #ee7a7d HEX: #eda876 HEX: #f4ed87 3. Additional Promotion Period – one week
28 ELSA Brandbook ELSA Brandbook 29
 #ELSADelegations
FONT KEY SELLING POINTS
Lato (all weights) 1. Exclusive opportunity for ELSA members
2. First-hand experience in international decision making
3. A wide variety of sessions on current hot topics
COLOURS

ELSA Delegations
ELEMENTS
1. Recognisable images from UN bodies
2. Images with a variety of flags
«Experience international decision making» RGB: 10 48 135 RGB: 0 0 0 RGB: 255 255 255

CMYK: 100 85 0 0 CMYK: 0 0 0 110 CMYK: 0 0 0 0

HEX: #0a3087 HEX: #000000 HEX: #ffffff

TIMELINE
1. Application opens every two months

2. Promotion Period – two weeks

30 ELSA Brandbook ELSA Brandbook 31

 FONT KEY SELLING POINTS
Lato (all weights) 1. Fosters independent and critical thinking
2. Social change - social responsibility
3. Hot legal topics
COLOURS 4. Feeling connected to the ELSA Network

#ELSADay
#alldifferentalltogether ELEMENTS
1. Human faces
2. Transparent boxes
RGB: 6 42 79 RGB: 255 255 255 RGB: 10 48 135 3. Rotating usage of the colours depending on the edition
CMYK: 100 86 40 39 CMYK: 0 0 0 0 CMYK: 100 85 0 0
HEX: #c4111c HEX: #76527a HEX: #0a3087

TIMELINE
1. General Promotion - one month
RGB: 75 195 202 RGB: 239 70 52 RGB: 255 212 118
CMYK: 63 0 23 0 CMYK: 0 88 87 0 CMYK: 0 17 63 0

HEX: #ee7a7d HEX: #eda876 HEX: #000000

2. ELSA Day - Last Wednesday of November

32 ELSA Brandbook ELSA Brandbook 33

 ELSA International
Phone: +32 2 646 26 26
Web: www.elsa.org
E-mail: [email protected]