Hundreds of people in our offices and around the world—including you—have the opportunity to tell our incredible story to the world, thereby promoting our brand. Since we are all owners of the Cultural Care Au Pair brand—not just the marketing department—we must work even harder to build it, honor it, and protect it.
Below, you'll find guidelines for brand consistency, from messaging, to logo, colors, typography, and images, as well as important files for download.
This is how we identify and how we approach every touch point of the business.
We are playful—kids are at the core of our program and we embrace this.
We are curious—cultural exchange is intrinsically about curiosity.
We are caring—we care with all our hearts.
We are reliable—our families and au pairs trust in us for successful program experiences.
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Our logo is at the "heart" of our brand identity. Download the logo here.
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View color codes here.
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Correct use of typography is as important as getting any other element right! Our official brand font is EF Circular—it's a mix of friendly and professional, classic yet on-trend. It is a unifying element at the core of the EF product spectrum.
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Windows users: Launch the Workspace Toolkit in your start bar's system tray (lower right side of the screen, next to the system clock). If it's not visible, click the chevron icon of the system tray to expand it and look for a pink cloud EF branded icon. Then, go to Apps & Support > Launch the AppStore > Install the EF Circular package.
Mac users: Download and install the font directly: EF Circular Fonts.zip
The words we use to describe our program and talk to customers constitute a big part of our brand consistency, personality, and vibe. Below are some important rules to get you started.
There is no need for the term "au pair" to be capitalized, UNLESS it is a.) part of our full company name or b.) as part of a header. Please keep "au pair" lowercase.
There is also no need to capitalize the term "host family" or "host families"—again, unless it's part of a header.
Best practice for incorporating our company name into materials is to use our full name ("Cultural Care Au Pair") first in a piece—then, it can be shortened to simply "Cultural Care" within the same piece.
Use em dashes in copy—not en dashes. (The em dash is the longer one!)
Similar to our company name, within a piece, we should first include the full "Local Childcare Consultant (LCC)" title with the accompanying "(LCC)" immediately after, so we establish this corresponding acronym. Once that's included, we can use simply "LCC" throughout the piece.
Avoid using and overusing the words "work" "salary" and "job"—we want to ensure that our materials drive home the fact that this is a cultural exchange program and not simply a work program at its core.
For au pairs, our brand voice should be a balance between bold, inspiring and confident and quirky, practical and down-to-earth. We want to show au pairs what they can aspire to, while still being honest and realistic about the ins and outs of this program.
For host families, our brand voice should be a balance between fun, friendly and fresh and frank, realistic and practical. Again, we want them to know they're part of something special, while still keeping in mind that we need to earn and keep their trust as a childcare program.
Need photos? You can find images of host families and au pairs here, and great free, high-quality stock photos here.
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Using branded PowerPoint templates is key in order to build trust and credibility. Consistency in branding ensures that your brand is easily recognizable, making it stand out.
Download and save a copy of this file before using it.
Install our typeface on your computer. Download on EF’s Company portal or directly: EF Circular.zip.
Click arrow next to “New Slide” to view all slide design options.
Find photos for your presentation here.
In order for the fonts to display properly, you must present from the PowerPoint application—not online or in Teams.
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Download these and use them on Zoom when hosting or joining any online event or call.
Brand Recognition and awareness: every meeting attendee, whether internal or external, sees your brand. Over time, this repetition increases brand recall and awareness.
Consistency: a branded background ensures that everyone in our organization presents a consistent image. This consistency helps to establish credibility
Credibility and trust: show consistency and reinforces brand trust and credibility by presenting a consistent, professional image across all virtual interactions.