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EduSkillCreating a Brand Identity-By MindCube Design Pvt. Ltd.

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SERVICE INDUSTRY

Expected to generate about 70% of Indias GDP by 2012 Service sector will account to about 60% (or 38 million)

of new jobs that will be generated by 2012

FUTURE TRENDS

Globally outsourcing industry would continue to grow

Following the success of US and UK, more countriesin the European Union & India would outsource their business

Technological power shift from the West to the East as Indiaand China emerge as major players

Political backlash over outsourcing would come downas companies reap the benefit of outsourcing

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EDUSKILL

EduSkill- An organization to provide affordable quality training inemployable and vocational skills for unemployed or under-employedyouth of India.

TARGET GROUP

1. Fresh graduates2. Employers,3. Employees and4. Students in Service Industry

In tier II & III cities of India

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Verticals

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VERTICALS

Hospitality

Health Care

Finance and commercial laws

Logistics

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PLAYERS

EduComp

National Skill Development Corporation (NSDC) IndiaCan (Joint venture between Educomp & Pearson)

ADVANTAGE

EduSkill- Aims to provide training in almost all verticals in service sector.

Target group is in Tier II & III cities while competitors focus on Tier I cities.

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WHAT EDUSKILL SHOULD MEAN TOPEOPLE OUTSIDE AND WITHIN?

PROPOSED IMAGE FOR EduSkill

Trust

Reliable

Professional

Affordable

Modern/contemporary

Dependable

Inspiring

Progressive

Innovative

Motivating

Confident

Socially responsible

Excellent quality education

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POTENTIAL PITFALLS

Name EduSkill is very common which might create confusion for the targetgroup,

Without a proper implementation, a mere identity will not help.

Mere dressing up without a perceptible character will lead us nowhere inthe current competitive scenario.

Without a proper implementation of the identity, we can not have a brandrecognition.

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CREATING THE COMMUNICATION TASK

Defining the brand

I m the new player and am made of different things to become aleader

Rise above just an education provider

So that the brand not just assures a progressive status but in this

process overcomes prevailing negativities

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What initiatives are we taking to make us be totally different when we enter the

market ?

How do we plan to make a new start?

How do we plan to develop into a customer focussed organisation?

How do we inculcate belief and sense of pride internally

WHAT EDUSKILL SHOULD REFLECT ON?

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STRATEGY

Create distinct brand identityCreate an international global image of the organizationCommunicate for brand awareness and recognition in marketPosition the brand as an affordable quality training providerTo build EduSkill as the first choice for the employable & vocational training forfresher graduates/organizations/employees

CHALLENGES

Make brand differentiated and fortified in

current competitive landscape Inspire prospective candidates to believe, remain connected and

loyal in the future by the following :

Know your niche target. Survey students/customersDeliver what you promise

Develop a unique market strategy & approach

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EDUSKILL- BRAND EXPERIENCE

External

Name Logo/brand signature Advertising Brand Identity Products & Service Environment

Internal- Introduce the identity among the internal audience,motivating, inspiring and educating that we are potential marketplayers & will bring difference by excellent services

Quality of services Business Process Customer Relations Brand Values Training & Staff Motivation Recruitment Policies Technology etc..

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DEVELOP EDUSKILL AS A BRANDIN FOUR DIFFERENT PERSPECTIVES

Brand as a product/service

Brand as an organization

Brand as a distinct personality

Brand as a symbol

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RATIONALE BEHIND IDENTITY

Enforce the practice and values of the organizaion

Set global education standards & values

Lay down the ground for creating table stakes

IN THE PROCESS

Build a light house identity

Assume thought leadership of the category

Create symbols of evaluation

Use advertising and publicity as a high leverage asset

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Build your future today

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LOGO & COLORS

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COLORS

GREENsymbolises growth(sprouts, spring, youth)

this color isstrong and dynamic,remarkablebright and visible.It also representstranquality and goodluck.

GRAYsymbolises knowledge(hi-tech, knowlege,

attention)

the colour of intellect,knowledge & wisdom.It supports green &make it more effectiveand communicative. Itis perceived as a longlasting & classic colourof authority.

BLACKneutral colour(background & accent)

make colours freshand bright

WHITEneutral colour(background & accent)

make colours freshand bright

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THE SHAPE- SYMBOL OF KNOWLEDGE

The shape has an endless variety of characteristics communicating to your

audience. It can be presented as a quote, leaf, window, book or endlessassociation wth different desired shapes.

It can be used both horizontal and vertical.

The shape is the secondary symbol for EduSkill. In the next 3-10 years, throughright communication, the symbol itself will represent EduSkill as well as the wholelogo.

Imagery used in the shape puts attention on the main idea of giving prominenceto the images of knowledge seekers. It focuses on the high level of the course,presenting it to be more interactive.

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Lorem ipsum dolor sit amet, consecteturadipiscing elit. Donec massa elit, laoreeteu hendrerit rutrum, dignissim eu dui. Inpharetra dui id est fringilla condimentum.Duis commodo tempor nisl at mollis.Class aptent taciti sociosqu ad litoratorquent per conubia nostra, per inceptoshimenaeos. Cras consectetur, sapien sitamet tempor fringilla, tellus purus dictumtellus, sed tristique est dui sagittis nisi.

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Education is the ability to listen to almostanything without losing your temper or your self-condence.

~Robert Frost

DEVELOPING ARECOGNIZABLE SHAPE,SYMBOL OF KNOWLEDGE

quotes book window

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USING BRAND IDENTITY IN INTERIORS

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ABBREVIATED VERSION OF THE LOGO

Merchandising like caps, mugs, packaging, and which

communicates it as a symbol itself

Main logo for general comunication.

It can be used with or without tagline.

Used when small size logorequired like internetcommunication

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USING LOGO OPTIONS

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