International House

Brand guidelines

The Golden Rules

International House brand guidelines The Golden Rules

he Golden Rules have been created as

a quick start guide for affiliate schools
and their design agency partners to
create International House branded
communications.
Full design templates can be downloaded
from our Brandbox website at:
www.ihbrandbox.com
This site is password protected and
passwords will sent to all affiliated businesses
and made available to their agency partners
on request from:
ihbrand@ihworld.com

International House brand guidelines The Golden Rules

Rule 1.
Using the IH brand
mark.
 e new 3D International House brand mark is the preferred version
Th
for use on all branded materials. It is composed of the IH globe plus
the words International House plus the affiliate school name when
appropriate.
Always use artwork supplied. Never redraw the brand mark. If you
require new artwork please contact ihbrand@ihworld.co.uk
Only use the 2D or two colour versions where the full colour is not
available.

IH globe + words International House

plus the school name = brand mark

Contact the brand

team if you require new
artwork for your school.

International House brand guidelines The Golden Rules

Rule 2.
Using the colours.
Always use the correct colours. If additional colours are required please
contact ihbrand@ihworld.com
Always use the base colours as the predominant colours.

Base colours
IH BLUE
PANTONE PMS 281
100C 72M 32K

IH YELLOW
PANTONE PMS 123
24M 94Y
IH GREY
PANTONE PMS 431
11C 1M 64K

(Note that this yellow

replace the old IH yellow)

Language rainbow colours

The language rainbow
has already been
created for your use,
so you never need to
redraw it.

90M 100Y

37C 100M 55K

89M 26K

100C 90M

90C 70Y 30K

55M 100Y

50C 100Y

CMYK = 4 process printing colours. C = Cyan. M = Magenta. Y = Yellow. K = Black.

International House brand guidelines The Golden Rules

30M 100Y

Rule 3.
Using graphics.

Make sure that the

zigzag runs edge-toedge on your designs.

The IH Language rainbow

When using the IH language rainbow graphic on your communications,
always use the artwork supplied. Never redraw it.
The zigzag graphic is the preferred branding device, but variations are
permitted, subject to the following rules and approval.
Always:
Ensure that the shapes touch
Use the colours in the correct sequence when used as a graphic device
Never:
Change the colours
Distort the shapes

Using part of the

zigzag makes a
great arrow!

International House brand guidelines The Golden Rules

Examples of variations

Rule 4.
Typography.

Note: It is illegal to copy or distribute the FS Rufus font. A license is

required for each computer (location) the font is used on. IH have
negotiated a special reduced price for affiliated schools and their agents.
Register on www.ihbrandbox.com to access the discount code.

For all customer facing (external) brand communications, and wherever

possible, always use the FS Rufus typeface, which is available to
purchase at a special rate from www.fontsmith.com.*
Never mix typefaces.
For administrative or internal documents, letters, forms, etc Arial or
Calibri are acceptable fonts to use.
* Follow the instructions for purchasing the typeface a discount code is available on the
Brandbox website.
Note: At present, FS Rufus is not available with Cyrillic, Arabic, or Chinese character sets.
However, for Cyrillic requirements, we are recommending Centro Slab Pro.

In printed materials
text should be in IH
Blue 100C 72M 32K or
IH Grey 11C 1M 64K
or, if on a very dark
background, white.

The preferred format

for setting text is
ranged left with +2pt
leading eg 12/14pt.
6

International House brand guidelines The Golden Rules

FS Rufus Light
FS Rufus Light Italic
FS Rufus Regular
FS Rufus Regular Italic
FS Rufus Bold
FS Rufus Bold Italic
Sample text:
The cus et, te pre, volum
conseque sequaessit plibusant
voluptatia doluptas esti quas
rest quo te net eos debis sint.

Sample text:
The cus et, te pre, volum
conseque sequaessit plibusant
voluptatia doluptas esti quas
rest quo te net eos debis sint.

Sub head
Omni vel et vel iniendaerat
experum asitasp editatem as
doloris as dit, cum ipicid unt
ommo quaectu restrum dusam
ium id mosandantur, Liquis quo

Sub head
Omni vel et vel iniendaerat
experum asitasp editatem as
doloris as dit, cum ipicid unt
ommo quaectu restrum dusam
ium id mosandantur, Liquis quo

Rule 5.
Using grids.
3. Place your image
behind the language
rainbow graphic.

You will find it much easier to create consistent

branded communications if you start with a
grid.
The system is simple to use and is based on the
zigzags of the language rainbow graphic.

x is the width of one

part of the rainbow.
Allow a clear space no
less than x above and
below the brand mark.

Becoming an
IH Affiliate
x

1. Place the language

rainbow graphic across
the full width of the
page size. Use this to
form a grid.

6x

4. Place your headline

over the image area,
making sure its legible
and not too close to the
language rainbow.

ihworld.com

International House brand guidelines The Golden Rules

2. Place the brand mark

at the bottom right
corner of the layout.
Size to the width of six
parts of the rainbow.

The 70/30 brand

compliance rule.
We have built some flexibility into the levels of
compliance to the new IH brand identity. This
is in order to allow for local cultural, personality
and operational differences.
In principal, your communications need to
find a balance between full brand guidelines
compliance and local flavour.
70% or more of the design needs to fully comply
to the guidelines.
Variation of up to 30% is permitted.
Note that this is only a guide. There is no
requirement to vary the guidelines at all.
Our aim is to retain a very high level of
brand compliance in order to give the global
International House brand consistency.
All variations need to be approved by the IH
brand team at ihbrand@ihworld.com

70% =

Full brand
compliance

30% =

Flexibility

International House brand guidelines The Golden Rules

70% or more of your design must fully

comply to the IH brand guidelines, including:
> Correct brand mark
> Correct use of colours
> Correct us of FS Rufus font
> Correct use of grid system and language
rainbow

Up to 30% of your design can vary. This can

include:
> Style of imagery
> Creative headlines and copy
> Sympathetic variations of layout

Examples of
30% flexibility.
Up to 30% flexibility is not compulsary. In most cases the best results
will be achieved by creating communications that are fully compliant!
A good designer will be able to interpret the guidelines and adapt them
sensitively to create a personality and differentiation for your own school,
if desired, within the spirit of the brand guidelines.

C
Language is
your passport
to success.

Centro de Lenguas et
Intercambio Cultural

And the journey

begins here.

Spring! A great
time to start learning
a new language.
Enter your text here. Acid moluptat ma eos
ipicipitas est et fuga. Et adigeni musania verum sa
dolore suntio est quamusa dolum doles conetur
eperem dolumentia quate maximpo ssequatet inis
ea nisciistia nulpa apedicia velendis ut elenimin.

Enter your text here. Acid moluptat ma eos

ipicipitas est et fuga. Et adigeni musania verum sa
dolore suntio est quamusa dolum doles conetur
eperem dolumentia quate maximpo ssequatet inis
ea nisciistia nulpa apedicia velendis ut elenimin.

Call us on 00000000000.

Call us on 00000000000.

Examples:
A: People (students, teachers, agents, DOS) are at the heart of the IH
brand, so use people wherever possible. Images other than people are
allowed, especially if they give meaning to a message or idea, or promote a
unique aspect of a school or its location.
B: Layout styles can vary, for example using tinted panels to make
headlines and text stand out better against a background image.
C: No image is permitted, as long as the design retains enough elements
to still carry the essense of the branding.
D: Black and white imagery is permitted if required to create a mood.

webaddress.com

webaddress.com

You love your

Russian niece.

The journey of
a 1,000 miles
must begin with
a single step.

Bet you
wished you
could speak
her language.

Chinese proverb

Enter your text here. Acid

moluptat ma eos ipicipitas est et
fuga. Et adigeni musania verum
sa dolore suntio est quamusa
dolum doles conetur eperem
dolumentia quate maximpo
ssequatet inis ea nisciistia nulpa
apedicia velendis ut elenimin.

Enter your text here. Acid moluptat ma eos

ipicipitas est et fuga. Et adigeni musania verum sa
dolore suntio est quamusa dolum doles conetur
eperem dolumentia quate maximpo ssequatet inis
ea nisciistia nulpa apedicia velendis ut elenimin.

Call us on 00000000000.

Call us on 00000000000.

International House brand guidelines The Golden Rules

webaddress.com

webaddress.com

n
10

International House brand guidelines The Golden Rules

o!
Not a word we like to use often, but to ensure
consistent brand communications across our
many affiliated schools, sometimes we just have
to say it.
Here are some useful examples of what not to do!

Donts.
Trade Fair 24 October 2011

School Name

Dont add your own text

underneath or close to the
brand mark.

Dont change the tint value

of the brand mark.

Dont add your own school

name under the brand
mark yourself only use
artwork provided for your
school.

Dont outline the brand

mark.

Dont distort the brand

mark.

Dont add a drop shadow

behind the brand mark.

Dont change the colour of

the brand mark.

11

International House brand guidelines The Golden Rules

Dont place the brand mark

on a background which is
too dark to be legible.

Donts.

Dont use more than

one language rainbow
on one page.

Dont break up images

with blocks of colour.

Dont space out

headlines too much or
place too close to the
language rainbow.

Dont centre text or

justify it. Make sure
text is in the correct IH
Blue 100C 72M 32K.
Dont place the brand
mark too close to other
matter on the page.
The brand mark should
sit bottom right on
printed material and
align with the zigzags
of the language
rainbow.

12

Enter your
headline here.

Dont distort the

language rainbow and
make sure it goes from
edge to edge.

Enter your text here. Rernatem eos iundiciis autas

repuda volum et repe reperaepudit aut aut into
quidebitiunt quamusapero in nam etur Am hil
magnis di dist dolore, aut voluptatatio quam.
Call us on +44 (0)20 761 1240

Location
webaddress.com

International House brand guidelines The Golden Rules

Dont use other

typefaces.

Dont create your own

version of the brand
mark only use artwork
provided!

elp is at hand.
We appreciate that schools vary in their
requirement for support in putting together IH
branded communications. Some schools will be
using design agencies to create materials, others
producing materials in-house.
Hopefully, the templates or elements we have
included on the brandbox site are useable for
most schools or their design agencies.
If you are experiencing problems using the
new brand elements, or have any special
requirements, then help is available. Please
contact the brand team at:
ihbrand@ihworld.com
Alternatively you can contact InTouch Marketing
for help and advice on using the new branding, or
for creating bespoke designs:
andy.b@intouchmarketing.co.uk
+44 (0)1295 261161

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International House brand guidelines The Golden Rules

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International House brand guidelines The Golden Rules