AJET Brand Platform

Branding and Identity

In response to a perceived need to create a clear identity for our organization, AJET launched a new branding initiative on July 15th, 2011. Since then, the organization has operated under strict regulations regarding the public presentation of our content, in order to ensure consistent references across all public channels. Adherence to uniform visual and editorial standards has enabled us to solidify brand recognition, a key element of increasing the visibility of our organization.

AJET also launched a new visual marketing strategy that incorporates these new identity elements. New designs and templates, were added to both the online website and social media channels.

This document provides a comprehensive description of these standards for both internal use, and the use of outside organizations. For the design and editorial community, this manual also contains guidelines for appropriate application of the AJET logo, signage, printed publications, as well as editorial style. Recommendations on how and when to use the tagline, brand promise, and brand drivers, are also included in this manual.

For questions regarding the appropriate use of AJET’s identity, please contact

Thank you in advance for your co-operation,

AJET Branding Team

I. Brand Platform

A. Brand Positioning Statement -The Association for Japan Exchange and Teaching is a not for profit government relations organization whose aim to further the goals of the Japan Exchange and Teaching (JET) Programme, and promote grassroots international exchange within Japan. We serve and support the participants of the JET Programme through community activities, the sharing of resources, and the accurate representation of JETs’ voice to the world.

B. Brand Promise – Community, Resource, Voice

C. Brand Drivers

1. foster connections between JET Particiapnts and Japan

2. serve and support JET Participants

3. represent JET Participants and the Programme to the world

D. Tagline – Connecting JETs since 1988

II. Brand Architecture – The Brand Architecture is the structure for managing how AJET represents itself in the international community.

A. Core Brand – The core brand is the consistent expression of AJET’s brand promise, brand drivers, and values based on the use of its logo, icons, and tagline.

B. Brand Divisions  – The Brand Divisions are AJETs three areas of service which contain all projects, initiatives, and public content.

C. Sub Brands – Having distinctive functions, sub-brands are prominently linked to the core brand while requiring differentiation because they operate independently and provide significantly distinctive services.

1. AJET Local Chapters – AJET local chapters are separate organizations which operate under the principals of the core brand.

D. Independent Brands – These brands represent a complete departure from the core brand, establishing independent identities that clearly articulate their distinct relationship to AJET

1. The Japan Exchange and Teaching Alumni Association International (JETAAI)

2. The Japan Exchange and Teaching Alumni Association’s local chapters (i.e. JETAA NY, JETAA Sydney, JETAA East Japan)

3. Japan Exchange and Teaching Writers, Interpreters, and Translators group (JETwit)

4. Japan Exchange and Teaching Programme (The JET Programme)

III. Brand Specifications

A. Our Name – The official name of our organization is The Association for Japan Exchange and Teaching. However, using the full name is sometimes cumbersome. Therefore, “AJET” is preferable in all but extremely formal usages. “AJET” is an acceptable substitute title used in news releases, feature articles, and publications and on the Web.

Never use “National AJET” in place of the title of our organization. “National” should only be used when distinguishing the national body apart from it’s local chapters, as in “the national AJET council.” Never use National AJET, A.J.E.T, The Association For JETs, or JET in any publications when referencing the Association for Japan Exchange and Teaching by name.

IV. Visual Identity
These visual guidelines provide specifications for the AJET brand components and brand applications. Please ensure that a consistent identity is presented at all times by following these guidelines carefully. For further information please contact Visual Media or PR & Marketing.

A. The Brandmark – The brandmark is available in a horizontal format only; to ensure quality and consistency is maintained, the brandmark must never be recreated in any way. Correct master files should always be used and are are available from Visual Media.

B. Colour – The colours specified below make up the AJET brandmark and are the main corporate colours of this brand. Please refer to the section ‘colours’ on page x for more details.

C. Clearspace – The AJET brandmark is strongest when surrounded by clear space, so there is nothing to interfere or distract attention from it. Clear space describes the exclusion zone around the brandmark. This zone is the minimum area around the brandmark that must always be kept free of type, or any other graphic element. The exclusion zone is based on the height of the brandmark — represented by X. In ideal circumstances, the clearspace around the brandmarks should be greater than that specified here.

D. Colours – The AJET brandmark design uses six colours. Colours should be reproduced in their CMYK form to maintain consistency. All AJET collateral are printed in these six colours. The dominant colour in the AJET design is AJET RED (C0 M100 Y100 K15) which works well as an accent colour and can be used in subheadings and page numbers.
AJET BLACK (C0 M0 Y0 K100) can be used for body copy and major headlines.
AJET BLUE (C100 M0 Y0 K0), AJET GREEN (C50 M0 Y100 K0) and AJET GREY (C0 M0 Y0 K70) are support colours used for graphic devices, accent colours and backgrounds. AJET LIGHT GREY (C0 M0 Y0 K30) is often used as a tint.

E. typography
HOUSE3009 (Spaceage Black Beta) – Section head
Sneakers Script Narrow (Regular) – Paragraph head
Baskerville (SemiBold) – Sub head 1
Baskerville (Regular) – Sub head 2
Univers LT Std (45 Light) – Body

The following guidelines for typography apply to the AJET brand. AJET use 4 typefaces throughout all publications: the 2 main being, Univers LT Std family, a sanserif font and Baskerville, a serif font.

Univers LT Std
Univers LT Std (45 Light) typeface is used for body copy across all collateral.

Baskerville typeface is used for both levels of subheadings across all collateral.

Sneakers Script Narrow
Sneakers Script Narrow typeface is used for major headlines, drop quotes and overview copy.

HOUSE3009 (Spaceage Black Beta) typeface can be used for Section heads but more appropriate fonts are able to be used when needed.

F. Styles
Overview The AJET style is simple, uncluttered and contemporary. There are two levels of style, this allows us to differentiate the marketing pieces according the their purpose.

Level 1 – Magazine style
The body copy in this style is 2, 3 or 4 column, to fit more text but the overall look remains clean and uncluttered. The body copy is Justified with last line left aligned to the outer side of the page. The page heading is positioned at the top of the column aligned left to the outer side of the page just as the body copy. If possible, the page heading should be a single line heading.

Level 2 – Brochure style
The Brochure style is used for general information, or high level corporate comms. The brochure is designed in a two column layout. The Brochure style is based on the Magazine style.

G. Stationary The AJET stationary suite consists of letterheads and business cards. All stationary pieces have been designed around the strongest brand device, the AJET Brandmark. It appears on all the stationary pieces.