Edexcel Qualifications - Esteem€¦ · Edexcel qualifications. It uses the Pearson brand identity...

Approved Centre Brand Guidelines for Edexcel QualificationsVersion 2: January 2015

Approved Centre from Pearson

EDEXCEL APPROVED CENTRE BRAND GUIDELINES | Section 1 p1

Introduction

Pearson is the world’s leading learning company, with 40,000 employees in more than 70 countries working to help people of all ages to make measurable progress in their lives through learning.

Pearson Education Limited (Pearson) is the UK’s largest awarding body, offering Edexcel, BTEC, EDI and LCCI qualifications and our products and services are recognised and valued throughout the education sector in the UK and across the globe. If this recognition and value are to be maintained, all audiences, from students to government ministers, must have absolute trust in the consistent quality of the qualifications offered by Pearson.

Using Pearson’s logos are a guarantee of this quality. It is a signal to any audience that a product or service branded Edexcel, BTEC, EDI or LCCI will meet or exceed the quality standards they associate as qualifications offered by Pearson. It is vital that these brand identities are correctly and consistently applied, not only by Pearson, but also by the many valued partners that help deliver our qualifications, products and services. These guidelines provide the information to enable you to do just that.

If you are an Edexcel Approved Centre you may use the this logo on your marketing and communications. You may also use the Edexcel logo in your prospectus or alongside relevant course listings to highlight the qualification however, you will need to request these by emailing [email protected].

If you are approved to deliver more than one type of qualification from Pearson, you may use the appropriate logos.

If you are creating marketing or communications that lists awarding organisations, the Pearson block logo can be used however, you will need to request this by emailing [email protected] as use of the this logo is approved on a case-by-case basis.

All artwork using these logos will need to be approved by Pearson UK before going to print or publishing on the web. Please email [email protected] for approval.

Section 11 Introduction

Section 2

3 Edexcel logo and Edexcel Approved Centre logo

4 Edexcel Approved Centre logo do’s and don’ts

Section 3

6 Which logo do I use and when?’

7 Examples of using logos on marketing and communication materials for Approved Centres

12 Using the Pearson block logo

Section 4

14 How to refer to Pearson as the awarding organisation in marketing and communications

Section 23 Edexcel logo and Edexcel Approved Centre logo

4 Edexcel Approved Centre logo do’s and don’ts

p3

Please follow these guidelines when using the Edexcel and Edexcel Approved Centre logo.

The Edexcel logo is comprised 2 parts: Edexcel name and the grid symbol.

The Edexcel Approved Centre logo is comprised of 3 parts: Edexcel name, grid symbol and ‘Approved Centre from Pearson’.

The logo is designed to appear on many different applications in many different sizes. To make sure the logo is never reduced beyond the point where it is clear and legible, a minimum usable size has been defined. This is 10mm for the Edexcel logo and 30mm for the Edexcel Approved Centre logo.

The Edexcel Approved Centre logo can be positioned anywhere on a page, screen or document ensuring you include a protective ‘exclusion zone’ around the logo. Note that the exclusion zone itself is invisible and you should never see the elements that help to create it.

Nothing that detracts from the logo, like other lines of type, other logos or the edges of photographs, should appear inside this area.

Edexcel logo and Edexcel Approved Centre logo

EDEXCEL APPROVED CENTRE BRAND GUIDELINES | Section 2

10mm


30mm


EDEXCEL NAME

GRID SYMBOL

STRAPLINE

EDEXCEL NAME

GRID SYMBOL

p 4

DO:

1. Always use an official artwork file.

2. Always ensure you include a protective exclusion zone around the logo

3. Always check that the approved centre logo is no smaller than 30mm from the left edge to right edge.

4. Always check that the minimum size for the Edexcel logo alongside a relevant course listing is 10mm.

DON’T:

First and foremost, never attempt to recreate or redraw the logo. Here are some examples of mistakes to avoid:

1. Don’t change the colours

2. Don’t remove the ‘grid’.

3. Don’t distort or stretch.

4. Don’t substitute another typeface for the name.

5. Don’t substitute another symbol for the ‘grid’.

6. Don’t add any text as a strapline to the logo.

7. Don’t use the Edexcel logo in a sentence.

Edexcel logo do’s and don’ts


4. Don’t substitute another typeface for the name

5. Don’t substitute another symbol for the ‘grid’

6. Never use the Edexcel Approved Centre logo with any other strapline

Here are some examples of mistakes to avoid:

1. Don’t change the colours

2. Don’t remove the ‘grid’

3. Don’t distort or stretch




7. Don’t use the logo in a sentenceApproved Centre from Pearson

6 Which logo do I use and when?

7 Examples of using logos on marketing and communication materials for Approved Centres

12 Using the Pearson block logo

Section 3

p 6

Marketing and communication materials Alongside a specific course listing When referring to the awarding

organisation

Approved Centre from Pearson Approved Centre from Pearson

Which logo do I use and when?


p7

AdvertisementApproved Centres must not undertake any activity or advertising that could bring the name of Pearson into disrepute nor use any messaging that does not support the quality standards associated with qualifications offered by Pearson.

Approved Centres must also not use any Pearson brand or logo without consent from Pearson.

Basic rules

● Never place the Approved Centre logo on any background where the logo isn’t readable

● Use the Approved Centre logo on all marketing and communication materials

● Use the Pearson block logo only within marketing materials, when referring to the Awarding Organisation

● If your centre is approved to deliver more than one type of qualification, the relevant Approved Centre logos can be used

Examples of using logos on marketing and communication materials for Approved Centres


Example advertisement for an approved centre that uses the centre’s brand identity and includes the Approved Centre logo in a secondary position and size to the centres logo.


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XYZ Centre is approved to deliver Edexcel qualifications from Pearson.

Example of an incorrect advertisement.

Incorrect use of Pearson bar

Incorrect use of Pearson illustration

Correct use of multiple approved logos

7

74

p 8

E-news Prospectus


Prospectus 2014



Example e-news for an approved centre that uses the centre’s brand identity and can include the Approved Centre logo.

A prospectus should use the centre’s brand identity and the Approved Centre logo. The Pearson block logo can be used when referring to the Awarding Organisation. The plain qualification logo can be used alongside a relevant course listing only.


XYZ Bulletin

NEWS | DEADLINES | SUPPORT

p 9

Social media accounts

Facebook


Your centre’s Facebook social media accounts must be in your brand identity and can include a reference to being an Approved Centre from Pearson in the description and use the relevant Approved Centre logo.

Use of the Pearson brand identity (apart from approved logos) by third parties is prohibited.

Use of approved Pearson’s logos and descriptions about the relationship with the centre must not be misleading or bring Pearson into disrepute. It must be clear to learners that the account is for the (3rd party) approved centre.

Pearson account

This is an official Pearson account, clearly explaining that the group is for students taking Edexcel qualifications. It uses the Pearson brand identity and logos.

Use of the Pearson brand identity (apart from approved logos) is prohibited by third parties.

Centres must use the Approved Centre logo to differentiate from Pearson’s official social media accounts.

Centre account (Home page)

An approved centre using the centre’s brand identity on the profile/group homepage.

The relationship between the centre and Pearson is clear in the text, alongside the Approved Centre logo which is used on marketing materials, including social media.

Incorrect account

It is not clear with this account what the relationship is with Pearson.

The visual branding uses elements of the BTEC brand identity, which is prohibited by third parties.

The social media accounts for your centre must be clearly in your centre’s brand identity.

XYZ Centre is approved to deliver Edexcel qualifications from Pearson.


p10

Twitter


Pearson account

This is an official Pearson account, clearly explaining that the group is for anyone teaching BTEC, to keep up-to-date with all the latest news & support tools.

It uses the BTEC brand identity and logos.



Example of an approved centre using the centre’s brand identity.

You may use the Approved Centre logo if desired.

The relationship between Pearson and the centre is clear.

Incorrect account


The visual branding uses elements of the BTEC brand identity, which is prohibited by third parties.

Social media accounts for your centre must be clearly in your centre’s brand identity.

Social media accounts continued:

p11

Youtube


Pearson account

This is an official Pearson Qualification Services account, clearly explaining that the channel is for Pearson Primary Schools in the UK.

It uses the Pearson brand identity and logos.



Example of an approved centre marketing BTEC qualifications and the relationship with Pearson and the College is clear.

You may use the Approved Centre logo if desired.

Incorrect account


The description implies that it is an official BTEC account, which is prohibited by third parties.

Social media accounts for your centre must be clearly in your centre’s brand identity and the relationship with Pearson must be clear.

Social media accounts continued:

p12EDEXCEL APPROVED CENTRE BRAND GUIDELINES | Section 3

In 2013, we applied the Pearson name to all of our awarding activities. Pearson Education Limited is the legal name of our awarding organisation but we also simply refer to Pearson. This change will have no impact on learners as we will continue to offer Edexcel, BTEC, EDI and LCCI qualifications and these names and logos will continue to appear on all material.

Centres will continue to use either the Edexcel, BTEC, EDI or LCCI Approved Centre logos, depending on the qualifications your centre has been approved to deliver. If you have been approved to deliver more than one type of qualification, you can use multiple logos on your collateral.

There may be instances where you will be referring to the awarding organisations that your centre works with in marketing or communications. In these instances, use the Pearson block logo as Pearson is now the name of our awarding organistaion and this must be clear to learners. If you wish to use the Pearson logo, please email [email protected] as these will be approved on case-by-case basis.

Using the Pearson block logo


Pearson block logo

14 How to refer to Pearson as the awarding organisation in marketing and communications

Section 4

p14

If you offer Edexcel, BTEC, EDI or LCCI qualifications you must use the relevant approved centre logo on your marketing and communications, unless you are specifically referring to the awarding organisation.

If you are referring to our awarding organisation use Pearson Education Limited if relating to a specific awarding organisation principle or simply Pearson in marketing and communications.

We recommend using the copy below (or part thereof if space is limited) to explain Pearson in your marketing or communications.

About Pearson

Pearson is the world’s leading learning company, with 40,000 employees in more than 70 countries working to help people of all ages to make measurable progress in their lives through learning.

Pearson provides learning materials, technologies, world class qualifications, assessments and services to teachers and students in order to help people everywhere aim higher and fulfil their true potential.

In the UK, Pearson is the largest awarding organisation offering academic and vocational qualifications that are globally recognised and benchmarked, with educational excellence rooted in names like Edexcel, BTEC, EDI and LCCI. Pearson are driving innovation through digital products such as ResultsPlus, and supporting skills and employability for progression in study, work and life.

Learn more uk.pearson.com

How to refer to Pearson as the awarding organisation in marketing and communications






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