Brand bookContents

WorldSkills Japan

Brand language

4

Members and events

6Vision7

Building blocks

8

Brand principles

11

Visual identity

15

Logo

16

Colours

20

Building blocks

22

Fonts

26

Imagery28

Additional elements

30

Brand Book3

WorldSkills is amovement of change
We inspire young people
to take up skills.
We want everyone who interacts with our brand torealize the power that skills have to change lives.

4

Brand Book

WorldSkills Japan

Creating the global
brand together

The brand is morethan a look

WorldSkills Japan

With our fellow WorldSkills Members,WorldSkills Regions, and Competition
Organizers, we create impact throughthe use of a consistent and unified
WorldSkills brand.

The WorldSkills brand includes ourpositioning and our priorities, how wetalk about ourselves, and everything wedo to present ourselves to the world.

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5

About WorldSkills Japan
WorldSkills Japan is a hub
for linking businesses, education and Governmentsthat provides career development support for all people
from youth to experienced professionals in cooperation
with WorldSkills International.

6

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WorldSkills Japan

ourVision

ourMission

ourPosition

WorldSkills Japan

Linking people to realize a sustainable futurewith the power of skills.

To raise the profile and recognition of skilled
people, and show how important skills are inachieving economic growth and personal success.

The linking bridge for skills
excellence and development.

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7

Building Blocks
WorldSkills organizes its work around six
focus areas.

Externally we describe our ambitions through threebuilding blocks, which each capture two focus areas.

Develop• Career Building• Education and Training

8Inspire

Influence• Skills Competitions• Promoting Skills• International Cooperation• Research

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WorldSkills Japan

Inspire
We inspire young people to develop a passion forskills and pursuing excellence, through competitions
and promotions.

DevelopWe develop skills through global training standards,
benchmarking systems, and enhancing industry engagement— connecting organizations that deliver change.

Influence
We influence industry, government, and educators
through cooperation and research — building a global
platform of skills for all.

WorldSkills Japan

Brand Book9Brand principles

Individual and societal change is central to what we doWorldSkills is a movement.
We are a group of people
and organizations thattogether advance the sharedsocial objective of increasing
the provision of skills. Our
Member organizations cover
more than two-thirds of theworld’s population.
Skills change the lives ofyoung people around theglobe. They build self-esteem
and release potential. Skills
create opportunities andconnect communities. They
are the foundation of economic
progress and the building
blocks of our world.

WorldSkills Japan

WorldSkills and its Members
help young people who want
to change their lives, and thefortunes of their communities
and societies.
Our skills competitions
measure excellence, celebrate
Champions, and encourage
hundreds of thousands ofyoung people to turn their
passions into a profession.
Our mission is relevant
everywhere — whether you
are from a G20 country, or adeveloping economy.

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11

Brand principles

Young people are at the heart of everything we doYoung people are thebeneficiaries of our work,
the heroes of our stories ofskills excellence, and ourdefault audience.
All Competitors at a WorldSkills
Competition are Champions.
Just to reach this point they
have pursued an arduous
journey, from discovering a skill
to learning that skill at work orat college. They then progress
through local, regional, andnational skills competitions tocompete for global glory.

12Brand Book

These Champions are also theauthentic voice of youth in theskills debate. Their experiences
inform discussions on a rangeof global challenges. They
regularly address audiencesthat include decision makers
around the world, whether it
is at our Conference or otherinternational and national events.
They are supported bydedicated volunteers whomentor and help them on theirskills journey.

WorldSkills Japan

Brand principles

Tackling the economic challenges of the world
WorldSkills origins are in postWorld War II Europe when thecontinent was struggling totackle the devastation left by
the conflict.

WorldSkills membership has grownexponentially in the past 15 years— it includes ministries and sector
organizations that are responsible
for skills promotion.

Youth unemployment wasrampant. Skills competitions weredeveloped to encourage young
people to take up vocationaleducation and training.

WorldSkills is apolitical, but we donot shy away from discussing theproblems of the world. WorldSkills
and its Members believe that skills
are uniquely effective in tackling
economic and social inequities.

From the first competition in
Spain in 1950, through to themost recent, WorldSkills has been
on a rapid trajectory.

WorldSkills Japan

We take a lead indemonstrating how skills can
combat these challenges.

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Visual identity
Our visual identity consists of key
characteristics that work together toreflect our bold and youthful approach.

Logo
Colours
Building blocks
Fonts
Imagery

WorldSkills Japan

Brand Book15

Our logo
The WorldSkills logo consists of two components:
the icon and the wordmark

The five sweeping lines of theWorldSkills icon represent thehands of youth — reaching out
for new skills.
Our logo was designed by Teaho
Yang, a graphic design student
at Mokwon University in Korea
in 2000, following a global
design competition for students.

16

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The logotype has been designedto complement the symbol andis based on the competition
finalist design from Kathrin Baldo
and Andreas Alber of Italy.

WorldSkills JapanOur logo
The wordmark is based on
Frutiger, and can be separated
from the icon — only when
the full logo does not fit thedesign restrictions.
The WorldSkills icon, wordmark,and logo are always monochrome
dark blue, white, black, or grey.

Logo
Icon
Wordmark

When used together the icon
is always positioned above thewordmark in this way.

Clear space
The clear space is equal to
the x-height (the height ofthe lower case letters).
To ensure the logo is easy toread, keep the backgroundbehind the logo simple,
without a busy pattern.

WorldSkills Japan

Brand Book

17Pantone
0821C

Pantone
7704C

Our colours

Pantone2955C

Skills are engaging and energetic— so are our colours
Pantone2617C

Colour Palette CMYK
conversions
Colour Palette RGB
RGB conversions
conversions

Pantone214C

Pantone
1585C

Pantone102C

Pantone
Pantone
224C
224C

C0M44
M65Y94
Y0 K0
C5K0
C5 M44 Y94 K0

Pantone
Pantone
1795C
1795C

18

Pantone
Pantone
Pantone
528C
528C
528C

Pantone
Pantone

Pantone 368C
368C
332C

Pantone
Pantone
Pantone
298C
298C
298C

BlackBlackBlackWhiteWhiteWhiteC10Y100
C0 M84
M80 Y100
Y100 K0
K0 C22C35
M50Y78
Y0 K0
K0 C100
C70M35
M0 Y64
Y0 K0
C0 M0
Y0Y32
K100
C0M100
M64 Y91
K0K0 C3M100
K16 C50
C98M0
M5Y100
Y79 K0K37 C100
M93
K17
C0 M64 Y91 K0
C3 M84 Y100 K0 C22 M100 Y78 K16 C98 M5 Y79 K0 C100 M35 Y64 K37 C100 M93 Y32 K17

R240
G111 B187
G39 B46
ICC
Proﬁle:CoatedR217
FOGRA
39
R240 G111 B187
R217 G39 B46

HEX F06FBBHEX F06FBB

Pantone
Pantone
166C
166C

HEX D9272E
HEX D9272E

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C0 M0
M0 Y0
Y0 K0
K0C0
C0 M0 Y0 K0

R231 G83 B0
R231 G83 B0

R175 G129 B209
R175 G129 B209

R119 G188 B31
R119 G188 B31

R64 G180 B229
R64 G180 B229

R0 G0 B0
R0 G0 B0

R255 G255 B255
R255 G255 B255

HEX E75300
HEX E75300

HEX BB80D1
HEX BB80D1

HEX 77BC1FHEX 77BC1F

HEX 40B4E5
HEX 40B4E5

HEX 000000
HEX 000000

HEX FFFFFF
HEX FFFFFF

WorldSkills Japan

Our building blocks
Skills are the building blocks of life

Our building blocks represent amultitude of skills and people,
uniting and working together tobring change to our world.

20

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WorldSkills Japan

Our building blocks
The building blocks work together

The growth and success ofWorldSkills relies on eachelement of the building block
working together.

InspireWorldSkills Japan

Develop

Influence

Brand Book

21

Our building blocks
The building blocks are versatile

The blocks may be open orclosed, solid or empty —depending on the message
we are communicating.
They can be stacked, rotated,and resized.
You may choose to use a single
block or many on a page.
However, they must be clearly
definable as blocks.

22Brand Book

WorldSkills Japan

Our building blocks
Using a single building block

In addition to using multiple
building blocks, a traditional
enlarged WorldSkills building
block can be used.
Elements are removableto accommodate imagery
and text.

WorldSkills Japan

Brand Book

23

Our fonts
Frutiger is our primary font&&World Develop

The Typefaces

e Typefaces

Frutiger
Inria
Serif
Frutiger Inria Serif

World DevelopWorldDevelopWorld Develop
Inria Serif is also used to addvariation and emphasis to textsamewithin designs. x heightsame

When Frutiger is notx heightavailable
we use Arial.
same character widthsame character width

24

Brand Book

samex heightsamex heightsame character
width
same character
width

WorldSkills Japan

Our fonts
We use seven weightsof the Frutiger family

We use the complete
Inria Serif family

etheallows
brandthe brandfrutiger 45 light

e For
heavy
type heavy

abcdefghijklmnopqrstuvwxyz1234567
abcdefghijklmnopqrstuvwxyz1234567
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567
abcdefghijklmnopqrstuvwxyz1234567
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ

frutiger 46 light italic

inria serif
inria
light
serif
italiclight italic

atitioncompetitionguide), guide),

eyfor
text.
body text.

namic
nge torange
the to theorierarchy.
type hierarchy.

provideding to provide

outns, quotes,
pull out quotes,

apeface,serif a serif

document
sign or document

rerfrutiger 45 lightfrutiger 46 light italic

inria serif
inria
light
serif lightabcdefghijklmnopqrstuvwxyz12345
abcdefghijklmnopqrstuvwxyz12345
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz12345
abcdefghijklmnopqrstuvwxyz12345
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ

frutiger 55 romaninria serif
inria
regularserif regularfrutiger 55 romanabcdefghijklmnopqrstuvwxyz12345
abcdefghijklmnopqrstuvwxyz12345
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz12345
abcdefghijklmnopqrstuvwxyz12345
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ

frutiger 56 italic

inria serif
inria
italicserif italic

frutiger 56 italic

abcdefghijklmnopqrstuvwxyz12345
abcdefghijklmnopqrstuvwxyz12345
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz12345
abcdefghijklmnopqrstuvwxyz12345
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ

frutiger 65 boldinria serif
inria
boldserif bold

frutiger 65 bold

abcdefghijklmnopqrstuvwxyz12345
abcdefghijklmnopqrstuvwxyz12345
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz12345
abcdefghijklmnopqrstuvwxyz12345
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ

frutiger 75 black

inria serif
inria
boldserif
italicbold italic

frutiger 75 black

abcdefghijklmnopqrstuvwxyz12345
abcdefghijklmnopqrstuvwxyz12345 abcdefghijklmnopqrstuvwxyz12345
abcdefghijklmnopqrstuvwxyz12345
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ
frutiger 95 ultra black

frutiger 95 ultra black

abcdefghijklmnopqrstuvwxyz12345
abcdefghijklmnopqrstuvwxyz12345
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ

erififWorldSkills Japan

Brand Book25

Our imagery
Our imagery is youthful, energetic, and inspiring
Everything we do is to inspire young people to pursue skills. Our imagery reflects young people,skills development, and building a prosperous future.

26

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WorldSkills Japan

Additional elements
Patterns
We use bold, geometric patterns
that are dynamic representationsof our building blocks.

Callouts
Our callouts can be used toemphasize a statement. They
will also assist with layout design
when using large images.

28

Brand Book

WorldSkills Japan

Young people
are at the heartof everything
we doAdditional elements
Cherry Blossom

Mount Fuji

30

Brand BookWorldSkills Japan

NameTitle

Certificate of Completion

Emailemail@address
Mobile +00 000 000 000

Access Program for Expertsof WorldSkills Competitionwww.worldskills.org
WorldSkills Japan certify thatMr./Ms. X, expert of X
fully completed all the requirements of each module of the Access
Program designed by WorldSkills Japan and is accredited to serveas an Expert for WorldSkills Competition.
Above mentioned expert agreed to take full responsibility for the rolein the WSC with the highest integrity, transparency and fairness.
This certificate is valid, subject to the eligibility requirements
contained in the Competition Rule A.8.3.5 (Version: 7.0).
July Xth 2018

No. X

NameTitle

Emailemail@address
Mobile +00 000 000 000

www.worldskills.org

We may use our mountain and flower elements together orindividually depending on the design.
The building blocks must always dominate over our additional
elements to maintain the strength of the WorldSkills brand.

WorldSkills Japan

Brand Book31

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