Our Identity. A basic manual of standards. Version 1.0 April Laureate Education, Inc.

Our Identity A basic manual of standards Version 1.0 April 2010 2010 Laureate Education, Inc.

TA B L E O F C O N T E N T S Part 1 - Welcome 3 Shaping relationships 4 Laureate International Universities 5 Our brand is a relationship 6 What we stand for 7 Our DNA 8 Our evolving audiences and stakeholders 9 Our evolving audiences and stakeholders...continued 10 Part 2 - Universities & business units 11 A company dedicated to higher education 12 Laureate Education, Inc. 13 Part 3 - Elements of our identity 14 Our graphic signature 15 The logotype 16 Positioning and configuration 17 Corporate colors 18 Graphic signature reproduction 19 How not to use our graphic signature 20 Color palette 21 Typography 22 Using our name in writing 23 Important legal requirements 24 2010 Laureate Education, Inc. Table of Contents 2

Part 1 W E L C O M E 2010 Laureate Education, Inc. 3

S H A P I N G R E L AT I O N S H I P S Dear colleagues, As our Laureate community grows around the world, we are making countless first impressions and forging relationships with millions of people. It is vital that we do so with great care and purpose because, quite literally, our future depends on it! Laureate International Universities is a cohesive, unified identity for our global network of quality institutions of higher learning, each of which operates under its own individual identity. This manual sets forth requirements about how we use the foundational elements of our identity elements that represent a complex web of relationships. With consistent, professional application of these brand components, we help to make Laureate memorable, understood, and attractive to those with a stake in our success. Beyond the contributions we make to our students and our communities, there may be nothing more important than the trust we build in our brand. This manual is just one tool to help each of us manage the way we present ourselves to those we serve and to all who share our commitment to help make the world a better place by opening doors to higher education. Please take a few moments to review this important document and make its contents a part of how you tell the Laureate story from this moment forward. Thank you. Sincerely, Douglas L. Becker Chairman and Chief Executive Officer 2010 Laureate Education, Inc. Welcome 4

L A U R E AT E I N T E R N AT I O N A L U N I V E R S I T I E S A network of individual institutions Laureate International Universities is our global network of high quality, international universities connected to one another and to the real world. The individual brands of each institution remain our foremost identity to most who know us, yet the red laurel leaf motif represents our collective network and those products and services that can best be understood as emanating from more than one institution. Just as our individual universities protect the integrity of their brands, so too must we nurture and protect the Laureate International Universities brand. Accordingly, no individual university is referred to as a Laureate International University. Rather, each has a distinct local identity (e.g., Universidad del Valle de México), and is understood as a member of the Laureate International Universities network. Correspondingly, no individual university or product may adopt the red and black colors or the laurel leaf motif except in reference specifically to the broader network or multi-institutional products. These colors and mark always will be reserved to represent the collective network of institutions and specific trans-network products and services that reach beyond any single university or set of universities. The name Laureate International Universities should never become the actual brand of any single institution. 2010 Laureate Education, Inc. Welcome 5

O U R B R A N D I S A R E L AT I O N S H I P Representing a unique product, a promise, and a personality Let s also be clear on what we mean by the term, brand. Our brand is the sum of the emotional and rational relationship between Laureate International Universities and its stakeholders as judged by those stakeholders. Our brand is far more than our logo or even a marketing campaign. It is our stakeholders view of who we are and what we stand for a perception shaped by every interaction with us. Our brand makes a promise. Our performance is judged against that promise and the expectations it creates. Our brand also has a personality. Finally, our brand evolves with events, with the behavior of competitors, or as our stakeholders and we change. Our brand sets us apart from competitors, including enterprises that aspire to be leaders in international higher education, who seek to attract the best employees, to acquire and operate universities, or to compete for investor funds. Yet perhaps more important, the Laureate International Universities brand brings together for every one of our audiences all of the individual institutions that operate under their own names and brands throughout our network. Our brand is the sum of the emotional and rational relationships between Laureate International Universities and its stakeholders as judged by those stakeholders. The Laureate network is unique, and with uniqueness comes challenges in communicating clearly with our many stakeholders. Our goal is to communicate clarity, authenticity, and value. And when we do, we build the respect and trust to help us succeed in our mission. 2010 Laureate Education, Inc. Welcome 6

W H AT W E S TA N D F O R Laureate is an international community of universities that encourages learning without boundaries. Our purpose is to offer higher education with a unique multicultural perspective, and to prepare our students for exciting careers and lifelong achievement. We believe that when our students succeed, countries prosper and societies benefit. Five important attributes form the core of our current positioning in the marketplace attributes that should inform the points we make in speaking and writing about ourselves: 1. We are international. With universities and partners in many countries and continents, we have both a global footprint and a global way of thinking and working. 2. We are a network. Every student, every faculty member, every employee, and every university are connected to one another through programs, practices, and platforms created across our organization. Our connections accelerate learning and growth of people and programs. 3. Our universities are of high quality. Every institution is accredited and many are recognized leaders in their areas of specialization. All are dedicated to continuous improvement. 4. We are connected to the real world in so many ways. We are customer-centered so our programs and performance remain focused on delivering value. Our degrees and other offerings are attuned to what students want and employers demand. 5. Trust matters most. We know we must earn and keep the trust of the students, faculty, employees, and communities we serve. Douglas L. Becker 2010 Laureate Education, Inc. Welcome 7

O U R D N A Who we are, what we believe, what we do, and how we do it In 2007, we introduced our Laureate DNA. It serves as an invaluable guide for our leaders and employees in living our brand and aligning our culture. Who we are We are international. We are customer-centered. Our customers have a voice in key decisions. We are outcome oriented vs. input driven. We are analytical. Our decisions are based on data. Corporate leadership wants and needs to know about problems. We re competitive; we re winners! What we believe We believe our most valuable asset is our people. We insist on the highest standard of transparency and ethics. We believe we are making a positive impact on society. Our work contributes to social mobility and a growing middle class. We are partners in helping students realize their dreams. What we do We provide higher education focused on careers. We deliver multiyear degree programs. Our programs focus on workforce needs: careers where employment prospects are brightest. We enable students to build unique, worldwide competencies in careers with international standards. We are leaders in serving adult students. We operate within a global network. We are performance-driven. We run country operations as local businesses within a worldwide corporate structure. Our faculty are accountable for student results. We maximize the utilization of our facilities. We actively manage our good reputation with students and regulators. How we do it We leverage our network. We share best practices. We recruit students within and between countries. We are great marketers. We measure to manage. We focus on key metrics. We reinvest in businesses so long as they meet targets. We focus on key financial principles. 2010 Laureate Education, Inc. Welcome 8

O U R E V O LV I N G A U D I E N C E S A N D S TA K E H O L D E R S Speaking directly to students and others around the world For nearly a decade, Laureate quietly earned a position of leadership in global higher education. Key audiences primarily were institutional: investors, university leaders, regulators, and business media. The universities created and maintained the relationships with our customers. As our network matured and with the launch of www.laureate.net, we marked an important new milestone: delivery of true network products and services to students, faculty, alumni, and others throughout the world. So, the Laureate red laurel leaf was introduced as the graphic identity for Laureate International Universities a richer brand to an expanded universe of audiences. Today, we are delivering on the international or network brand promise made by individual institutions to students, faculty, and even their communities. Even as the network helps deliver network products and services, the individual brands of each institution remain our foremost identity to the world. the individual brands of each institution remain our foremost identity to the world. A look at our various audiences helps to clarify the relationships at the core of our brand. 2010 Laureate Education, Inc. Welcome 9

O U R E V O LV I N G A U D I E N C E S A N D S TA K E H O L D E R S... C O N T I N U E D Sensitive to a global audience As an international leader in higher education, we live and work in the view of literally millions of people around the globe. We must behave and communicate keeping some important realities in mind: Our view must be global and multicultural. We must respect every audience. Everything we write or say may become public. Our words are likely to be translated into multiple languages. Some audience segments are accustomed to specialized jargon and level of understanding. We must take care to use the right voice and language for each audience. There is a core universe of audiences we always must keep in mind. Here is a brief list of stakeholders with whom we communicate most often. Our co-workers including employees of our many business units as well as faculty and staff within our universities around the world. This also includes candidates for future employment as well as our co-worker alumni. Our customers located around the world and connected to us online and on campus. When we count our alumni, their number leaps into the millions. Our communities the families of our employees and customers; the higher education community; and especially the communities to whom our local universities represent social, economic, cultural, healthcare, and intellectual assets. Our regulators and accreditation boards in every jurisdiction where we operate, and across many professions, are countless official and quasi-official entities with a direct influence over our success. Our partners including joint venture partners, universities we don t own yet with whom we collaborate, vendors, and countless others. Our investors outsiders who provide invaluable capital in return for a financial interest in our company and its performance, including those who may join this group in the future. 2010 Laureate Education, Inc. Welcome 10

Part 2 U N I V E R S I T I E S & B U S I N E S S U N I TS 2010 Laureate Education, Inc. 11

A C O M PA N Y D E D I C AT E D TO H I G H E R E D U C AT I O N Understanding Our Structure Laureate is an innovator in higher education. Among its nontraditional features are its private structure and its integration of university and business concepts. Each university in the network operates as an independent local institution supported by an international corporate structure. This has important implications for how we present each of these individual components. The Madrid Convention In order to enable each network institution to operate under its own local brand, while at the same time conveying their place in the global network, an elegant graphic identity system was created. Referred to as Laureate s Madrid Convention (named after the city where it was developed), the system established a simple graphic standard for the co-branded, graphically integrated use of the name Laureate International Universities beneath the logomark and name of each individual institution. This standard extends only to the logo (the integrated logomark and logotype) and its use. The Madrid Convention does not specify a graphic system for the university (i.e., a color palette, stationery layouts, signage, etc.). All these and other application decisions are left to the individual university. Details and examples of the Madrid Convention are provided later in this manual. The vast majority of faculty and staff are employed by individual institutions and are identified as such on their business cards. 2010 Laureate Education, Inc. Universities & Business Units 12

L A U R E AT E E D U C AT I O N, I N C. Our U.S. Corporate Identity and Other Legal Entities Throughout the world, Laureate International Universities is what we call our network, and it is the preferred identity for promotional and network-oriented messages. Yet the business that supports and operates our universities is more complex. Outside the United States, only a small number of Laureate employees are not directly employed by a university. Typically, these employees will be introduced under the banner of Laureate International Universities, while identifying the corporate entity they represent in all legal representations. In the U.S., the corporation the legal entity is Laureate Education, Inc. All contracts and other legal representations made by U.S. employees who are not employed directly by a university including the identity on their business cards must be made in the name of Laureate Education, Inc. The purposeful and careful use of both names is necessary if we want stakeholders to properly appreciate the breadth of our network offerings associated with more than one institution while meeting our legal obligations as a corporation. Be sure the Laureate International Universities is a registered trademark of Laureate Education, Inc. is appended to every first-reference use of Laureate International Universities. Throughout the world, be sure This is already embedded in the forms you ll find in this manual, but please take care to include it when you create new materials. Additional details about the use by U.S.-based employees of Laureate Education, Inc., are provided elsewhere in this manual. Laureate International Universities is a registered trademark of Laureate Education, Inc. is appended to every use of Laureate International Universities. 2010 Laureate Education, Inc. Universities & Business Units 13

Part 3 E L E M E N TS O F O U R I D E N T I T Y 2010 Laureate Education, Inc. 14

O U R G R A P H I C S I G N AT U R E Evoking learning, leadership, and growth There are two elements in our graphic signature: the logomark and the logotype. Each tells a portion of our story. Logo Mark Logo Type Our Initial L : The Logomark Our logomark a diagonal laurel leaf in our red with a capital L inscribed in its center evokes the traditional and international symbol of the crown of laurels: the reward of champions, a mark of excellence. It is set in an ascending 45-degree angle pointing upward to the future. The design is contemporary and the red color makes a fresh, powerful statement that is easily legible on a light background and perfectly compatible with black. 45º Our logomark incorporates our initial L. And while the laurel leaf is never used alone (without the logotype), it can dominate a first impression and catch the eye more quickly than the entire logo. In a written work, an initial is a letter at the beginning of a work, chapter, or paragraph that is larger than the rest of the text (a drop cap on your MS Word program.) It s often several lines in height and is sometimes ornately decorated. In the early history of printing, typesetters would leave blank the necessary space, so that a scribe could add the initials later. Historically initials were frequently decorated with ornamentations or motifs that referred to the action of the text. 2010 Laureate Education, Inc. Elements of Our Identity 15

T H E L O G O T Y P E Two logotypes are utilized: Laureate International Universities and Laureate Education, Inc. (U.S. only) each presented in this specific typeface, relative size, case, and orientation. They are contemporary, unusual, and strong. They work in a wide variety of media. The word Laureate dominates in size, density, and positioning, strongly influencing the reader to refer to us as Laureate, rather than the acronym LIU, or inconsistently, as Laureate International, or even Laureate Universities. Laureate is the word that carries the most emotional meaning (excellence) and delivers the greatest differentiation. The use of Laureate Education, Inc., in the United States The legal name of the company is Laureate Education, Inc. In the U.S., Laureate International Universities is also used to describe our network and network-related products and services. However, the company (which we differentiate from the network ) is always referred to by its legal name of Laureate Education, Inc. All U.S.-based employees not affiliated with a specific university are identified as working for Laureate Education, Inc. On a case-by-case or function-by-function basis, certain U.S.-based employees with responsibilities relating primarily to the network or network products and services have a business card with the LIU logo along with the company name, Laureate Education, Inc., in type beneath their job title. The typographic family on which the logotype is based is Whitney, Light, and Bold. Whitney Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*()-_=+[]{}<>?/;: Whitney Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*()-_=+[]{}<>?/;: 2010 Laureate Education, Inc. Elements of Our Identity 16

P O S I T I O N I N G A N D C O N F I G U R AT I O N Regardless of the space available, our graphic signature can be presented in one of two configurations: horizontal or vertical. Always keep space to adjacent artwork, text, or surface edge of at least 1 x from any point on the graphic signature. The graphic signature should never be presented any smaller than.25 (6.35mm) from the baseline to the cap height of the logotype..25 (6.35mm).25 (6.35mm) 2010 Laureate Education, Inc. Elements of Our Identity 17

C O R P O R AT E C O L O R S Color plays an essential part in our corporate identity. The dominant colors for our brand are Laureate red (Pantone 179) and black. In addition to artistic considerations, our corporate colors have been selected using a number of criteria: Contrast or relative value (how dark or light each color is) Saturation (how dense, intense, or concentrated each color is) Competitive analysis and differentiation Emotional appeal Alignment with our positioning It is, therefore, very important to consistently apply and reproduce these colors. Passion, warmth, love, energy Our red corporate color is both engaging and evocative. We know that red is the color to which our eyes are most sensitive, yet our affinity to it is more cultural. Red connotes passion, warmth, and love, while its orange hue adds even more energy. We are passionate about our mission of expanding opportunities in higher educaton and helping to improve the communities and countries where our students live. As you can see from the color breakdown charts associated with each color block, the formulations are specific and should be adhered to at all times. Please note that when offset printing on coated paper stock use Pantone 179 C and Black C, and when offset printing on uncoated paper stock, use Pantone 179 U and Black U. HTML F15D22 HTML 1E1E1E PANTONE 179 R 241 G 93 B 34 C 0 M 79 Y 100 K 0 PANTONE Black R 0 G 0 B 0 C 0 M 0 Y 0 K 100 RAL industrial paint code: 2009 RAL industrial paint code: 9017 PANTONE and other Pantone, Inc. trademarks are the property of Pantone, Inc. 2010 Laureate Education, Inc. Elements of Our Identity 18

G R A P H I C S I G N AT U R E R E P R O D U C T I O N Color, black, and reversed When possible using electronic or printed media the graphic signature should be reproduced in color. On light backgrounds the logomark should be printed using Pantone 179 C or U, CMYK, or RGB, and the logotype should appear in black. On a black background, the logomark should print the same way with the logotype reversing to white. On solid backgrounds other than black or textured backgrounds (such as photos), the entire graphic signature should reverse to white. Pantone color, CMYK or RGB When only one color is available, the graphic signature should be printed in black or be reversed to white. Do not print the signature in any other color nor a screen of a color. Black or one color 2010 Laureate Education, Inc. Elements of Our Identity 19

H O W N O T T O U S E O U R G R A P H I C S I G N AT U R E It s easy to make a mistake. It s easier to avoid making one when you follow these simple rules. Do not use our signature: in colors other than ours on a complex or highly textured background with drop shadows or simulated embossing altering the proportions of signature elements to each other compressing or expanding dimensions changing the location of signature elements with respect to one another tilting or angling using the logomark or logotype separately bitmapping or pixilating 2010 Laureate Education, Inc. Elements of Our Identity 20

C O L O R P A L E T T E Consistently flexible The range of communications media and opportunities is unending. It demands a broader palette of color that is flexible, yet visually consistent. As with our corporate colors, each color in this spectrum has a specific formulation for each reproduction scenario. Please adhere to the formulations at all times. HTML F1CB00 HTML C3B600 HTML 026CB6 HTML 9B5BA5 HTML 5F6062 PANTONE 110 R 241 G 203 B 0 C 0 M 12 Y 100 K 7 PANTONE 3975 R 195 G 182 B 0 C 0 M 0 Y 100 K 29 PANTONE 660 R 2 G 108 B 182 C 90 M 57 Y 0 K 0 PANTONE 258 R 155 G 91 B 165 C 43 M 76 Y 0 K 0 PANTONE 425 R 95 G 96 B 98 C 0 M 0 Y 0 K 77 HTML FDBB30 HTML B4CC95 HTML 96B4DE HTML 9397CB HTML BBB0A3 PANTONE 1235 R 253 G 187 B 48 C 0 M 29 Y 91 K 0 PANTONE 577 R 180 G 204 B 149 C 24 M 0 Y 46 K 10 PANTONE 7451 R 150 G 180 B 222 C 40 M 21 Y 0 K 0 PANTONE 7446 R 147 G 150 B 203 C 43 M 38 Y 0 K 0 PANTONE 402 R 187 G 176 B 163 C 0 M 6 Y 14 K 31 PANTONE and other Pantone, Inc., trademarks are the property of Pantone, Inc. 2010 Laureate Education, Inc. Elements of Our Identity 21

T Y P O G R A P H Y The right font for the right media When it comes to the tools of written communication, typography is, by far, the most basic, the most important, and the most misused! While there are literally hundreds of fonts available, each projects a unique style, personality, and character, making some more appropriate choices for Laureate. The combination of fonts chosen for the Laureate graphic identity was selected in order to achieve visual consistency while still accommodating the technical needs of various media and satisfying the hierarchical requirements of widely varying designs and narrative. The Whitney and Trade Gothic font families should be used in all professionally produced material. Generally speaking, use Whitney for significant headlines and subject titles and Trade Gothic for subheads and body copy. When neither of these is available such as in the web environment substitute the Arial type family. Whitney Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*()-_=+[]{}<>?/;: Trade Gothic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*()-_=+[]{}<>?/;: Arial Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*()-_=+[]{}<>?/;: 2010 Laureate Education, Inc. Elements of Our Identity 22

U S I N G O U R N A M E I N W R I T I N G Laureate International Universities is a singular or plural collective noun. One key to protecting our brand is clarity: communicating a clear understanding of when we are talking about the network, the behavior of individual institutions, or a product with network attributes, etc. Laureate International Universities is, generally, a singular collective noun referring to Laureate s cohesive network of institutions. As such, it takes singular verb forms, e.g., Laureate International Universities is the world s leading network of higher education institutions. This is entirely consistent with the use on second and subsequent reference of the initials LIU (e.g., LIU is the world s leading network ). The three-word phrase also can be used as a plural collective noun requiring the use of a plural verb when referring to the group of individual universities acting in discrete ways (e.g., Laureate International Universities offer a wide variety of degree programs.). While this usage is acceptable, words can be added or the sentence recast to avoid confusion. For example: Laureate International Universities institutions offer a wide variety of degree programs or Every institution in the Laureate International Universities network operates under its own unique brand. Using italics A simple typographical device or form has been adopted to help reinforce readers understanding of Laureate International Universities as a single collective entity (noun). Laureate International Universities is always written in italics except when it is part of the formal logotype. Italics also are employed when Laureate International Universities is used as a plural collective noun. Note, the initials ( LIU ) are not italicized. Alternatively, when referring to an individual institution, the word International can be dropped and university made lower case, e.g., Each Laureate university offers its own unique mix of degree programs. Informally or on second reference, we often use the term Laureate (never Laureate Universities or Laureate International) to refer to the network. It is correct to use the circle-r ( ) registered mark on first reference. 2010 Laureate Education, Inc. Elements of Our Identity 23

I M P O R TA N T L E G A L R E Q U I R E M E N T S There are a number of important legal requirements we must respect when creating written and graphic materials on behalf of the company. Trademarks and copyrighted materials only will remain assets of Laureate if we protect them. Correct usage will help guard against infringement of these assets. The symbol signifies a trademark that has been registered with the United States Patent and Trademark Office and similar offices around the world. The symbol is used to claim trademark rights without or until registering the mark with the USPTO. A party holding a trademark has the exclusive right to use the mark for specified classes of goods or services, and of course, the right to prevent others from using it for the same classes of goods or services. A trademark does not prevent third parties from using the same or similar mark for a different class of goods or services, provided consumers aren t confused. For registered trademarks: [NAME OF MARK] is a registered trademark of Laureate Education, Inc. For unregistered trademarks or trademarks with pending trademark applications: [NAME OF MARK] is a trademark of Laureate Education, Inc. Please consult our legal department with questions. Laureate International Universities is used by Laureate Education, Inc., as trademarks for education services. Correct forms for first use in a document: Laureate International Universities Laureate Education, Inc. Incorrect first use: Laureate International Universities LAUREATE INTERNATIONAL UNIVERSITIES LAUREATE International Universities Correct form for subsequent use in a document: Laureate International Universities Laureate International Universities Laureate Education, Inc. Laureate Education LAUREATE INTERNATIONAL UNIVERSITIES LAUREATE INTERNATIONAL UNIVERSITIES Any use of Laureate trademarks by third parties must be approved by the company s general counsel. Any questionable use or infringement of our trademarks should be reported promptly to our legal department. Whenever feasible, use the following sentence at the end of a document containing Laureate trademarks or service marks: Trademark: any word, name, or symbol used in commerce to identify the manufacturer or seller of goods or services. 2010 Laureate Education, Inc. Elements of Our Identity 24