Pearson Brand Guideline

The Pearson
brand guidelines
verSiON 3: FeBrUArY 2012
1 Overvie w AND OBJeCTiveS
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
4 K e Y A P P L i C AT i O N S
5 H e L P, P L e A S e
p1
Summary of updates to guidelines

Our brand guidelines have been updated to include some of
the additional information we know you need. You will notice
some changes throughout the guidelines and below is a list
of the main sections which have been extended or added
for your reference.
25 The specifications for applying the logo to book spines
has been amended.
26 A new page has been added with guidance on branding
a series of books.
if you need any further guidance please contact your local
representative details can be found in the Help section at
the end of this document.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p1
How to use these guidelines

These guidelines are a set of principles for anyone in Pearson
(or working on our behalf) to refer to when using the
Pearson brand.
whenever you see copy thats underlined, you can

click on it to move directly to the appropriate section.
The guidelines will be applied somewhat differently in

different parts of Pearson. They cover two distinct but related
applications: when Pearson is the lead brand and when
Pearson is used to endorse another brand in the company.
There are brand assets (artwork, templates, photographs

etc) available for you to download from our brand
microsite at brand-microsite.pearson.com. (if you are
reading this document inside the brand microsite just
click this symbol
to go to the relevant section.)
weve organised the guidelines to help you get to the

information and resources that you need as quickly
as possible.
(A word on language: weve written the guidelines in english

english. But clearly when we apply them, well have to adapt
our use of language for different countries and cultures.)
You can jump from page to page using the arrows in the
top right corner. Click the home symbol to go back to the
contents page, or click the coloured links at the bottom
of each page to jump from section to section.
For a full list of people who can help you apply these
guidelines, please see Section 5: Help, please.
Section 1:
Overview and
objectives
Section 2:
The Pearson brand:
our new structure
Section 3:
The Pearson brand:
visual tookit
Section 4:
The Pearson brand:
key applications
Section 5:
Help, please
8
9
10
11
17 Toolkit overview
18 Logo and bar device
24 Using the logo on
Pearson book covers
29 Co-branded books
32 Colour palette
37 How we speak
41 Typography
44 The Pearson font
51 Photography
54 illustration
59
61
62
63
64
65
66
67
74 Key contacts
4 A note from Marjorie

5 Our objectives
6 what we stand for
12
13
14
15
where we were
whats changing?
Our new structure
The Pearson brand:
corporate
The Pearson brand:
divisions and units
The Pearson brand:
imprints
endorsed brands in the
education business
endorsed brands outside
the education business
Please contact them to discuss the appropriate treatment

for your part of the business before you begin to implement
these guidelines.
2 OUr New STrUCTUre
Stationery
Desktop applications
Films and animations
event collateral
Trade shows
Banners
Brand advertising
Marketing and
communications
71 Pearson.com
72 PowerPoint
73 Additional concepts
3 viS UAL TOOLK iT
p2
1 Overview
and objectives
1 O v e r v i e w A N D O B J E C T IVE S
2 O U R N EW S T R U C T U RE
3 VI S U A L T O O L K I T
4 K E Y A P P L I C AT I O N S
5 H E L P, P L E A S E
p3
A note from Marjorie
Dear everyone,
A little more than a decade ago, we set out to make Pearson
the worlds leading learning company. weve covered a lot of
ground and passed some important milestones along the way,
but now we need to travel faster. To help us do that, were
going to use the Pearson brand for fuel. So were taking a
new, more organised, more assertive approach to building it.
when we say we want to be a learning company our
definition is very deliberately a wide one. weve been part
of the fabric of education in classrooms and college campuses
the world over for a long time now, and that will continue.
But we know from our own lives and careers as much as
anything else that were all learning all the time. So as a
company, were dedicated to the kind of learning that our
education company provides in all corners of the world
every day; that a business person gets from the pages and
pixels of the Financial Times; that a reader gets from his first
picture book, DK reference book or Penguin classic; that
a teacher or a nurse gets from one of our qualifications,
courses or assessments.
we didnt just happen to become this company. we chose
what we wanted to be, both because of the long-term demand
we see for all kinds of learning and the impact our work can
have on people, societies and nations. Because we know they
are all crying out for effective education.
But our brand, of course, is about much more than our formal
marketing and communications. it is about who we are and
what we do; the products and services that we make and
our consumers experiences of them; and the thousands of
interactions that we have with our customers and partners
and authors and colleagues every day.
were a commercial organisation, of course, but as youve

heard me say many times profits are not the defining goal
of Pearson. The profits we make sustain our efforts toward
our defining goal: to help people progress in their lives
through learning.
Not only do we want Pearson to do that, we want Pearson

to be known for it. Now that weve become the worlds leading So, i ask you to use the guidelines and the spirit behind them
faithfully and creatively, whenever youre representing Pearson.
learning company, we want our name to stand for effective,
accessible, personal learning for all kinds of people. we want
Thank you.
that not out of some corporate yearning to be famous.
we want it because we hope governments, educational
institutions and policy-makers, partners, authors and
talented people will seek us out and want to work with us.
These guidelines are just a start toward building our brand.
Theyre for anyone who is involved in using it inside or outside
the company which is just about all of us. They are a set of
principles to help us present ourselves clearly, consistently
and with a vivid sense of our personality and our purpose.
ive always believed that is one of the most important things
Pearson must do. we are a communications company: the
values of great publishing, writing and design, in print and
online, are part of our make-up.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p4
Our objectives
These guidelines are part of a major investment
and campaign to build the Pearson brand.
This programme, which has involved many
people from all around Pearson, has the
following goals:
1. To make Pearson stand for all kinds

of learning; to build its reputation as the
worlds leading learning company in scale,
breadth and effectiveness.
2. To impress the Pearson brand on the
hearts and minds of our current and future
customers, colleagues and partners.
3. To apply the brand consistently across
our businesses.
4. To help support and accelerate our strategy
as we become more international, more
digital, more service-oriented, more
personalised and more closely connected
with the people who use what we make.
5. To communicate a vibrant, flexible and modern
company that cares about its work and has
a sense of humour, especially about itself.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p5
What we stand for

whats the point of Pearson? its a good
question for any company to ask itself, and
the best companies always have a clear answer.
Purpose is useful because it gives us direction
and impulse. To become known as the worlds
leading learning company, we need to be very
clear what we stand for, and we need to use that
idea to drive and manage everything we do.
we believe in learning
all kinds of learning
for all kinds of people,
delivered in a personal style.
Because wherever learning
flourishes, so do people.
Brand positioning
what we believe, what we
do, how and why we do it.
Brave
imaginative
Decent
Values
Always learning
Strapline/tagline
Highlights the breadth of
our strategy and ambition
education in the broadest
sense of the word and our
commitment to be constantly
learning and improving ourselves.
2 OUr New STrUCTUre
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p6
2 The Pearson brand:

our new structure
p7
Where we were
Over the years, weve created and acquired lots of brands
and businesses. They have helped make Pearson a diverse and
healthy company, but have also created some confusion in the
way we present ourselves. (Below is just a small selection of
the variety of our brands.) So were taking this opportunity
to add some order (and maybe a little more style).
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p8
Whats changing?
weve made four key decisions of principle around
the Pearson brand:
Pearson is the name and brand for our education
company. it is also the name of our whole
company (Pearson plc).
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Products and services within the education

business that have strong consumer recognition
will retain their existing brand identities
(e.g. MyMathLab, wall Street english etc)
and will be endorsed by the Pearson brand.
(See page 14 for more detail.)
Businesses within our education company will

be called Pearson. They will use descriptors
to clarify which part of Pearson they represent
(e.g. divisions such as North America and
units such as Assessment & information).
And theyll adopt the visual identity set out
in these guidelines, rather than using separate
names, logos or identities.
I NT E R NAT I O NA L
ENDOR
Brands outside the education company

(e.g. the FT, Penguin, etc) will be endorsed
by the Pearson brand to connect them to
Pearson. (See page 15 for more detail.)
SED
BR
There will remain a few standalone brands

(e.g. Adobe Press) which are generally
partnerships with major third party brands.
They will be unchanged.
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ND
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The following pages contain more information

and examples.
SE
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IC
ES
3 viS UAL TOOLK iT
2 OUr New STrUCTUre
p9
Our new structure

weve created a simple framework to make our approach to
branding more user-friendly and consistent. Sooner or later,
every part of Pearson will apply these principles. its not going
to be an overnight switch, but a steady migration over the
coming months.
we are undergoing a process to establish which education

brands will migrate to Pearson and which will be endorsed.
For a full list of people who can advise you on the appropriate
treatment for your part of the business, please see
Section 5: Help, please.
Pearson brand or endorsed brand?

if youre outside the education company, your brand will
fall under the endorsed brand guidelines. if youre inside
the education company, chances are your brand will
become a Pearson brand but there will be some exceptions.
THe PeArSOn BrAnD
enDOrSeD BrAnDS
STAnDAlOne BrAnDS
eDUCATiON BUSiNeSSeS
Corporate:
The overall company (Pearson plc) and the education
company.
Divisions and units:
Divisions such as North America and international; units
such as Assessment & information and Higher education.
Imprints:
Publishing imprints which are well-known brands in their own
right, for example: Scott Foresman, Heinemann, Longman, etc...
These divisions, units and imprints (and many others like them)
will adopt the new Pearson brand and creative expression.
See Section 3: The Pearson brand: visual toolkit and Section 4:
The Pearson brand: Key applications for more details.
These brands (and many others like them) will retain their existing identities.
They will adopt a Pearson endorsement in the form of the new logo bar.
The colour of the logo bar will match the prominent colour of the brand.
See pages 14 and 15 for more details.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
Sometimes, we publish or provide services

on behalf of brands owned by third parties.
These will be unchanged: there are no brand
or design implications for these standalone
brands in these guidelines.
p10
The Pearson brand: corporate

Pearson is the name and brand for our education company,
and the name of our whole company (Pearson plc).
The Pearson brand is represented by a new kind of signature
or logo bar with Pearson at one end of a coloured bar and
Always learning at the other. This logo bar replaces the
previous Pearson logo (the Pearson name, in a blue box
or blue type, with an arc or swoosh underneath).
The logo bar can appear in any one of four principal Pearson
colours, but there are some specific exceptions where the
logo bar can appear in other colours. They are:
Old Pearson
1. when the logo bar is used to endorse a strong

consumer-facing brand (e.g. the FT, Penguin). in this case,
the bar takes on that brands corporate colour (see Section
3: The Pearson brand: visual tookit for more details).
2. when the logo bar appears on a book or a digital product.
in these cases, the bar can take on a prominent colour
from that product (see Section 3: The Pearson brand:
visual tookit for more details).
3. The bar can appear in black and white on materials
that arent printed in colour.
new Pearson
A LW AY S L E A R N I N G
Name Surname
Job Title
name.surname@pearson.com
Company name
Building name, Street
Town, City Postcode/Zip Code
Country
pearson.com
D: +00 (0)00 0000 0000

M: +00 (0)00 0000 0000
T: +00 (0)00 0000 0000
F: +00 (0)00 0000 0000
Title Name Surname

Job Title
Building name
Street
Town
City Postcode/Zip Code
Country
Company name
Country
T: +00 (0)00 0000 0000
F: +00 (0)00 0000 0000
pearson.com
Subject of letter
Date Month Year
Dear Salutation
In this example, text is ranged-left, in upper and lower case. The body text is set in 10pt
Verdana regular, with 12pt leading. The letterhead has been designed so that it can be used
with a DL envelope. The address should ideally be no longer than six lines.
International area
Emphasis within text can be achieved by emboldening. Different methods of emphasis

should not be used within the same letter. Capital letters are only used within references,
for the beginning of sentences and for proper nouns. Allow one space after a full stop.
One full line space separates paragraphs and four full line spaces should be allowed for the
signature.
It is accepted that users of this stationery who are experienced in producing
correspondence will have their own preferred layout and style. These examples are given to
illustrate some suggestions as to how the design appears when used in a particular way. If
possible, however, the recommendations contained in these guidelines should be followed
to promote greater consistency.
Yours sincerely,
Name Surname
Job Title
Team/Department (optional)
Division/Unit name
(optional)
D: +00 (0)00 0000 0000

E: name.surname@pearson.com
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
Please Note:
when the logo bar appears at the top of a page or
digital application, Pearson appears on the left hand
side and Always learning on the right. when the bar
appears at the bottom the positions are reversed:
Pearson on the right and Always learning on the left.
p 11
The Pearson brand: divisions and units

For divisions and units, the logo bar and descriptor can take
any one of the four principal colours. However, we do not
recommend that any division and unit should adopt a single
colour exclusively: the four principal colours provide variety.
Divisions
Divisions within Pearson (e.g. North America, international,
Assessment & information, Higher education) do not have their
own separate brand identities or logos. They use the Pearson
logo bar and visual toolkit in these guidelines. They identify
their particular division by placing their divisional name under
the Pearson logo bar in Gill Sans MT Pro Medium in uppercase.
(See Assessment & information example below.)
Units
Some divisions include several units (e.g. Data
Solutions and Clinical Assessments are part
of Assessment & information). Unit names are
shown as part of the address block (see Data
Solution example below).
Old Pearson
new Pearson: Divisions
new Pearson: Units

ASSESSMENT & INFORMATION
Title Name Surname

Job Title
Building name
Street
Town
Country
T: 952 681 3100

F: 952 681 3161
www.pearson.com
Data Solutions
9815 South Monroe Street, Ste 400
Sandy, UT 84070
USA
T: 000 000 0000
F: 000 000 0000
www.pearson.com
Subject of letter
Subject of letter
Date Month Year
Date Month Year
Dear Salutation
Dear Salutation


signature.
signature.


Yours sincerely,
Yours sincerely,
Name Surname (optional)

Job Title
Division/Unit name
D: +00 000 0000 0000
ASSESSMENT & INFORMATION

Name Surname
Job Title
5601 Green Valley Drive
Suite 150
Bloomington, MN55437-1099
USA
Title Name Surname

Job Title
Building name
Street
Town
Country
5601 Green Valley Drive

Suite 150
Bloomington, MN55437-1099
USA
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
D: 000 000 0000

M: 000 000 0000
T: 952 681 3100
F: 952 681 3161
Name Surname (optional)

Job Title
Division/Unit name
D: +00 000 0000 0000
Name Surname
Job Title
Data Solutions
9815 South Monroe Street, Ste 400
Sandy, UT 84070
USA
www.pearson.com
D: 000 000 0000

M: 000 000 0000
T: 000 000 0000
F: 000 000 0000
www.pearson.com
p12
The Pearson brand: imprints

we have many imprints in education which are well-known
brands in their own right. while they will continue to be
admired, they wont have separate logos any more. instead,
they will identify their particular imprint by placing their
name under the Pearson logo bar in the approved typeface:
Gill Sans MT Pro Medium in uppercase.
The Pearson logo bar will also appear on the front covers
of our educational materials. in this case, the bar need not
appear in one of the four principal colours; instead, it can use
a prominent colour from the cover art. The Pearson name
should also appear on the spine of the book (see pages 2429).
Old Pearson
new Pearson
SCOT T FOr e S M AN
PreNTiCe HALL
HeiNeMANN
Teachers
PRENTICE HALL
pearson.com
Online Catalogue
Careers
Contact Us
PRENTICE HALL
PRENTICE HALL
Company name
Country
Students
LONGMAN
Name Surname
Job Title
D: +00 000 0000 0000

M: +00 000 0000 0000
T: +00 000 0000 0000
F: +00 000 0000 0000
Title Name Surname

Job Title
Building name
Street
Town
Country
Company name
Country
T: +00 000 0000 0000
F: +00 000 0000 0000
Welcome to
Pearson Longman
PRENTICE HALL
BIOLOGY
BIOLOGY 2
GEOMETRYvel feugiat justo pulvinar. Curabitur et
consectetur sem. Aliquam dui leo,

volutpat eu mollis a, hendrerit vitae arcu.
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tincidunt suscipit. More...
pearson.com
BIOLOGY
BIOLOGY 2
ALEGBRA
GEOMETRY
Subject of letter
Date Month Year
Dear Salutation
Pearson_Longman
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Fusce vitae lectus diam.
Etiam rutrum velit vitae nibh elementum
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Pearson_Longman
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Pearson_Longman
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signature.
PRENTICE HALL

ALEGBRA

amet, consectetur
More...

amet, consectetur
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Yours sincerely,
Name Surname
Job Title
Division/Unit name
(optional)
D: +00 000 0000 0000

in-depth interviews with Arab business

leaders conclude each Part. Both global
and Arab region business examples will
help students absorb core concepts and
relate them to their own experiences.
The book uses active learning features
to develop students ability to think
critically and apply theory to real-life
business situations.
Management
This adaptation builds on all the

reasons for the international success
of Robbins & Coulters Management
textbook engaging students by
using real-world examples to bring
management theories to life, this
time with a special focus on the Arab
region. Insights from Arab managers
are featured in every chapter, while
Arab World
Edition
Arab World
Edition
Arab World
Edition
Arab World
Edition
Arab World
Edition
For students on introductory management courses in the Arab region.
Key Features
A focus on the Arab World
~ Every chapter has been adapted to integrate Arab business examples, profiles of
Arab managers, and cultural/social insights.
~ New Arab Perspectives boxes consider issues relevant to Arab managers.
~ Interviews with Arab business leaders feature at the end of each Part, as inspiring
examples of leadership.
~ An English-Arabic glossary provides translations for key terms.
Stephen P. Robbins
| Mary Coulter
| Yusuf Sidani
| Dima Jamali
Robbins, Coulter, Sidani, Jamali
Real-world experiences bring management theories to life

~ Meet the Manager boxes appear throughout every chapter, featuring real Arab managers
whose comments relate chapter concepts to real-world experiences.
~ Case Applications at the end of each chapter give students an insight into actual business
situations, with questions for discussion.
~ Insight Boxes explore particular business issues around the themes of ethics, technology,
workforce diversity, and Arab perspectives.
Management
Active learning approach

~ Each chapter is divided into sections based on key learning outcomes, with Quick Learning
Reviews throughout, and a helpful Summary, enabling students to absorb core concepts.
~ The Thinking About Management Issues section at the end of each chapter asks students
to apply critical thinking.
~ End-of-chapter Your Turn to be a Manager sections provide short research activities, and
ask students to apply chapter concepts themselves.
Arab World Editions

Pearsons Arab World Editions have been developed specifically for students studying in the
Arab world. Regional cases and examples make the book more relevant to students, while
international examples provide a comparative perspective. Engaging pedagogical features, local
photographs and accompanying resources also support students and lecturers across the region.
ISBN 1-4058-1340-7
3 viS UAL TOOLK iT
Cours complet avec 1000 tests et exercices corrigs
J.-P. Marco - L. Lazzarini

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PEARSON
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Solution interactive
matiques L1
2 OUr New STrUCTUre
IMPRINT NAME
9 781405 813402
Mathmatiques L1
Pearson
Country
PRENTICE HALL
Mathmatiques L1
Cet ouvrage est destin aux tudiants de premire anne duniversit en

mathmatiques (L1). Il regroupe tout ce qui leur est ncessaire: un cours
complet et dtaill (algbre, analyse, calcul diffrentiel) et1000 tests et exercices entirement corrigs.
Tout le livre au format lectronique,

les ressources et les outils de lecture
interactive runis en un seul et unique
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Une solution simple daccs :
Particulirement didactique, Mathmatiques L1 sapplique faire ressortir
Arab region.
surlignage
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Arab World
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Arab World
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Trs progressif, Mathmatiques L1 accueille ltudiant au niveau quil a

ni tlchargement ni installation
le code daccs est fourni avec le
atteint en terminale scientifique et laide passer au niveau suprieur de la L1
livre pour un abonnement dun an
grce aux huit premiers chapitres regroups sous le titreBases
. Le cours est
For students on introductory
management
courses in the
Des outils performants pour une
ensuite dvelopp en 25 chapitres, assortis pour la plupart deComplments
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Jean-Pierre Marco est matre

de confrences et responsable
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luniversit Pierre et Marie
Curie (Paris VI). Ses travaux
de recherche portent sur les
proprits dynamiques des
systmes hamiltoniens et sur
le problme des n-corps, en
relation avec la mcanique
cleste.
Laurent Lazzarini est matre
de confrences et participe
la prparation au Capes et
lagrgation luniversit
Pierre et Marie Curie (Paris
VI). Ses recherches portent sur
la gomtrie symplectique et
lanalyse sur les varits.
Arab World
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p13
endorsed brands in the education business

we have various education product and service brands
with strong customer recognition, which dont include the
Pearson name (eg. Poptropica, wall Street english, wall
Street institute). These are endorsed by the Pearson bar
at the bottom of a piece of marketing collateral or the top
of a web page, for example.
in these applications, you do not have to use one of the
four principal Pearson colours: the bar takes on a prominent
colour from the endorsed brands existing identity.
Name Surname
Chief Executive
Name Surname
Address line 1
Address line 2
Country
Chief Executive
Address line 1
Address line 2
Country
T: +44 (0)20 0000 0000

F: +44 (0)20 0000 0000
E: name.surname@mymathlab.com
T: +44 (0)20 0000 0000

F: +44 (0)20 0000 0000
E: name.surname@mymathlab.com
A LWA YS LEA RNING
http://www.poptropica.com/
poptropica
A L W AY S L E A R N I N G

Management

Arab World
Edition
Arab World
Edition
Arab World
Edition
Arab World
Edition
Arab World
Edition
Please contact your regional branding representative to

discuss the appropriate treatment for your brand before
you begin to implement these guidelines. You will find
contact details in Section 5: Help, please.
A LWA YS LEA RNING
Key Features
Stephen P. Robbins
| Mary Coulter
| Yusuf Sidani
| Dima Jamali

Management

Arab World Editions

ISBN 1-4058-1340-7
PRENTICE HALL
Cours complet avec 1000 tests et exercices corrigs

complet et dtaill (algbre, analyse, calcul diffrentiel) et1000 tests et exercices entirement corrigs.

PEARSON
eText
Livre en ligne

interactive runis en un seul et unique
espace de travail en ligne.
Management
Key Features
Mathmatiques L1 est le premier tome dune srie couvrant les besoins des
tudiants pour les trois annes de la licence de mathmatiques.
Arab World

Edition
Arab region.

PEARSON
to develop students abilityeText
to think
surlignage
annotations
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affichage double page ou plein
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Toutes les ressources interactives
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Pour les enseignants : des outils la
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possibilit de projeter leText en
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Blanc Interactif
Livre en ligne

~ Interviews with Arab business leaders featureISBN
at the
end of each Part, as inspiring
: 978-2-7440-7559-9
examples
leadership.
Pearson
Education of
France
7559 0411
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Anrue
English-Arabic
glossary provides translations for key terms.
Sous la direction de :
Hassan Boualem
Robert Brouzet
Bernhard Elsner
Laurent Kaczmarek
Denis Pennequin
Public : tudiants en mathmatiques, informatique et physique ; candidats au Capes de mathmatiques

Cours : mathmatiques, algbre, analyse, calcul diffrentiel
Niveau : L1 ; prparation au Capes

Mathmatiques L1
PEARSON
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Arab World Editions
Cours complet
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exercices
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2 OUr New STrUCTUre
3 viS UAL TOOLK iT

les raisons dtre et le sens de toutes les notions introduites. La prsentation
des outils algbriques est ainsi toujours assortie dun grand nombre dexem
ples concrets (jeux, problmes de stratgie, etc.) et les concepts analytiques sont
relis aux questions, souvent empruntes la gomtrie ou la physique, qui
les ont fait natre (nombres et ide de mesure des grandeurs, fonctions et ide
de solutions dquations diffrentielles, gammes musicales, etc.). En dbut de
chapitre, une introduction donne un rapide aperu de la gense des ides.

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surlignage
annotations
marque-page
affichage double page ou plein
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zoom sur un paragraphe
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pour rviser et consolider les
connaissances :
un index interactif ;
un moteur de recherche
performant ;
lien direct vers les corrigs des tests,
exercices et problmes.
Pour les enseignants : des outils la
pointe du numrique :
slection de chapitres et de
ressources
partage des annotations et des liens
Grce ses encadrs Rappel , Attention et Mthode , Mathmatiques L1
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les piges viter et rcapitule la marche
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Hassan Boualem est matre

de confrences luniversit
Montpellier II. Son domaine
de recherche est la gomtrie
diffrentielle.
Robert Brouzet est matre de
confrences luniversit
de Nmes. Ses recherches
concernent la gomtrie
diffrentielle.
Arab W
Edition
Arab W
Edition
Management
Laurent Kaczmarek , ancien
lve de lEcole polytechnique,
est professeur en classe
prparatoire PCSI au lyce
Jean-Baptiste Say Paris.
Stephen P. Robbins
| Mary Coulter
Denis Pennequin est matre

de confrences luniversit
Panthon-Sorbonne (Paris
I). Ses travaux de recherche
| Yusufconcernent
Sidaniles solutions
| Dima Jamali
presque-priodiques de
systmes discrets et continus.
Mathmatiques L
Sous la direction de :
Jean-Pierre Marco
Laurent Lazzarini
Hassan Boualem
Robert Brouzet
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PEARSON
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Jean-Pierre Marco est matre

de confrences et responsable
de la prparation
lagrgation de mathmatiques
luniversit Pierre et Marie
Curie (Paris VI). Ses travaux
de recherche portent sur les
proprits dynamiques des
systmes hamiltoniens et sur
le problme des n-corps, en
relation avec la mcanique
cleste.
Bernhard Elsner , agrg et

docteur en mathmatiques, a
fait ses tudes en Allemagne
(Munich et Bonn) et en France
(Nice et Paris). Il est charg
de cours dans plusieurs coles
dingnieurs parisiennes et
aussi interrogateur en classes
prparatoires.
Livre en ligne
Mathmatiques L1
IMPRINT NAME
75010 Paris
Tl. : 01 72 74 90 00
Fax : 01 42 05 22 17
www.pearson.fr
PEARSON
Pearson
Country
www.pearson.com
Laurent Lazzarini est matre

de confrences et participe
la prparation au Capes et
lagrgation luniversit
Pierre et Marie Curie (Paris
VI). Ses recherches portent sur
la gomtrie symplectique et
lanalyse sur les varits.
Arab World
Edition
Jean-Pierre Marco
Laurent Lazzarini
Management
Grce ses encadrs Rappel

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, Mathmatiques
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Mathmatiques L1 propose un entranement srieux en offrant un grand
nombre dexercices dapplications tous intgralement corrigs.
Mathmatiques L1
Arab World
Edition

. Le cours est
For students on introductory
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p14
endorsed brands outside the education business

Outside the education business, we endorse our brands
with the Pearson bar. The bar is applied in different ways
depending on the application, but generally sits at the bottom
of applications. The bar takes on an existing colour from the
endorsed brand.
Stationery
Penguin Group (UK)
80 Strand, London WC2R 0RL
Direct Line +44(0) 0000 0000
Fax +44(0) 0000 0000
Mobile +44(0) 0000 0000
name.surname@uk.penguingroup.com
www.penguin.co.uk
The examples given here are for Penguin and FT, but
these principles will be applied to all endorsed brands.
Name Surname
Chief Executive
Name Surname
80 Strand, London, WC2R 0RL

T: +44 (0)20 7010 2316 F: +44 (0)20 7010 2317
E: name.surname@ft.com www.ft.com
Job Title
Please note:
A LW A Y S LE A R N I N G
The examples given here of the pearson bar placed on products and
websites are for illustrative purposes only. Actual applications are
to be determined.
ALWAYS LEARNING
ALWAYS LEARNING
Websites
Products and marketing
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p15
3 The Pearson brand:

visual toolkit
p16
Toolkit overview
There are six basic elements in the new Pearson identity.
in the following pages we set out some principles for
applying them and combining them. (You can be imaginative
at least a little!)
logo bar device

(please see page 18 for more details)
Tone of Voice
As a publishing company (and much more besides), we

understand that how we speak can be as important as
what we say. We want our writing to be clear, imaginative
and purposeful, and to convey a sense of humour.
Colour palette
Typography
Verdana is for
everyday use in
documents we
generate (Word,
PowerPoint and
the like).
Image style
Gill Sans MT Pro is

used for professionally
designed materials
(brochures, marketing
documents, advertising
and the like).
A PerSOnAlISeD
HeADlIne FOnT WHICH
CAn Be USeD AT THe
STArT Or enD OF
COMMUnICATIOnS
Illustration style
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p17
logo and bar device

weve refined and simplified our logo. its now
represented by the Pearson name inside a bar
and weve removed the arc or swoosh.
* There are several specific exceptions

where the logo bar can appear in colours
other than the four Pearson colours.
They are:
The bar also contains what wed like to

remind ourselves and the rest of the world:
were Always learning (and so are they,
maybe with our help).
1. when the logo bar is used to endorse a

strong consumer-facing brand (e.g. the FT,
Penguin). in this case, the bar takes on that
brands corporate colour. See page 15.
The bar can appear in any one of the four

principal Pearson colours*. we use it at the
top or bottom of Pearson applications so
people know who theyre dealing with, and
that were proud of what were offering them.
2. when the logo bar appears on a book or

a product. in these cases, the bar can take
on a prominent colour from that product.
See page 14.
3. The bar can appear in black and white
on materials that arent printed in colour.
To download logo artwork, click here

(or visit brand-microsite.pearson.com).
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p18
logo and bar device rules
logo and strapline/tagline sizes within the bar

The size of our logo and strapline within the bar is defined by
the golden ratio, a mathematical number that is said to have
aesthetic proportions and has been used in art, design and
construction for centuries. The Pearson logo and strapline
must always be used on the bar device.
Positioning the bar at the top

when the bar appears at the top of a page or digital application
(e.g. letterhead, business card, website) Pearson appears on
the left and Always learning on the right.
Positioning the bar at the bottom

when the bar appears at the bottom (e.g. on ads, brochure
covers, endorsed brand stationery, PowerPoint) the positions
are reversed with Pearson on the right and Always learning
on the left.
The bar should never appear at both the top and bottom
of our communications and no other elements should ever
appear in the logo bar; the only exceptions are the Pearson
Foundation, PowerPoint and online environments.
The logo bar should never sit in the middle of your layout
on standard formats.
Always use the master artwork provided, never re-create

the elements yourself.
Bar colour
The bar can be in any one of the four Pearson principal
colours. See page 33 for colour values. Never use the
four logo bars together on the same application.
we have a black version of the bar which you can use
where you have printing restrictions.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p19
Using the Pearson bar
BOUnDInG BOX
BOUnDInG BOX
logo and strapline artwork

The artwork for the logo and the strapline are provided
as separate artwork files with a predetermined bounding
box around it that should be sized to the height of the bar.
(when placing artwork into inDesign, crop to Media in
the import options to view the bounding box.)
Width of the bar

The bar is designed to stretch across the
width of an application. Stretch the bar by
pulling the bar and the logo across, ensuring
that the logo and strapline are not distorted.
See the following page for bar sizes.

Height of the bar
The height of the bar is set to
a specific size determined by
the size of the application, as
seen in the table to the right.
The sizes to the right show
the height of the bar up to
A0 when used on portrait
or landscape formats.
On websites the height of
the bar should be 44 pixels.
The height of the bar should
never be smaller than
8mm/0.31 or 36 pixels.
See the Online Guidelines
for more information.
Always use the artwork provided.

Application
Height of bar
A6/Postcard
A5/Statement
A4/US Letter
A3/Tabloid
A2/ANSi-C
A1/ANSi-D
A0/ANSi-F
8mm/0.32
10mm/0.4
14mm/0.52
18mm/0.73
26mm/0.96
34mm/1.38
44mm/1.73
Large format
82mm/3.22
large format bar usage

The nature of large format applications such
as graphics in exhibitions and conferences,
means they may be viewed from longer
distances. Purely for this reason we have
created a large format bar device for A0/
ANSi-F and above. it has been set at A0/
ANSi-F width but the height has been
increased to 82mm/3.22. From this format
the bar can be proporationally scaled to
stretch across the width of any large format.
2 OUr New STrUCTUre
eXClUSIOn ZOne
TOP OF PAGe
eXClUSIOn ZOne
logo exclusion zone within the bar

The bounding box surrounding the logo also forms an internal
exclusion zone within the bar.
Always ensure that the strapline does not enter the logo
exclusion zone. if the bar is too narrow to comfortably
fit both the strapline and the logo, the strapline should
be removed.
On book spines, always ensure that no other artwork
elements enter the logo exclusion zone. See pages 2429
for further information on books.
3 viS UAL TOOLK iT
eXClUSIOn ZOne
BOTTOM OF PAGe
Bar device exclusion zone

There is also an exclusion zone surrounding
the bar which all other artwork elements
should avoid. This is defined by the height
of the P in the Pearson logo.
p20
The Pearson bar scale guide

The diagram to the right provides guidance
on the height of the Pearson bar when used
on specific paper dimensions.
An Adobe illustrator file containing the artwork
for these scales is available to download from
brand-microsite.pearson.com. You can select
the scale you need, edit the colour and import
the bar directly into your design file.
remember, if your bar appears at the top
of your communication, the Pearson logo
is positioned on the left-hand side and the
strapline on the right-hand side.
These artworks do not account for a bleed
area, you will need to consider this when
applying the bar to your design.
Pearson bar artworks are also available for
digital use. These bar artworks are produced
for use full screen width on a variety of pre-set
screen sizes.
HDTv
YouTube
widescreen
web
PAL
NTSC
Screen size
1920 x 1080px
1280 x 720px
1024 x 576px
800 x 600px
720 x 576px
720 x 480
Bar size
1920 x 128px
1280 x 76px
1024 x 60px
800 x 47px
720 x 44px
720 x 40px
For bar sizes used within web pages the pixel

height of the bar should not appear smaller
than 36 pixels.
Print focussed bars (World and US formats) NB: The bars shown here are for bottom bar application.
Bar device, UK Landscape sizes.
8mm, A6 usage (148.5mm wide)
10mm, A5 usage (210mm wide)
Bar device, UK Portrait sizes.

10mm, A5 usage (148.5mm wide)
Bar device, US Landscape sizes.

0.32, Postcard usage (5.82 inches wide)
0.4, Statement usage (8.5 inches wide)
0.52, US Letter usage (11 inches wide)
0.73, Tabloid usage (17 inches wide)
0.96, ANSI-C usage (22 inches wide)
1.38, ANSI-D usage (34 inches wide)
1.73, ANSI-F usage (40 inches wide)
Bar device, US Portrait sizes.

0.32, Postcard usage (3.92 inches wide)
0.4, Statement usage (5.5 inches wide)
0.52, US Letter usage (8.5 inches wide)
0.73, Tabloid usage (11 inches wide)
0.96, ANSI-C usage (17 inches wide)
1.38, ANSI-D usage (22 inches wide)
1.73, ANSI-F usage (28 inches wide)
large format scaleable bars (World and US formats)

Bar device, UK sizes, CMYK.
82mm, A0 (840mm wide)

portrait usage and above
82mm, A0 (1188mm wide)

landscape usage and above
Bar device, US sizes, CMYK.
3.22, ANSI-F (28 inches wide)

3.22, ANSI-F (40 inches wide)

2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p21
Strapline translations
The strapline can be used in english in all
countries. Strapline translations also exist
for the following languages:
Brazilian Portuguese, French, italian
and Spanish
Artwork has been created for each of these
languages and can be downloaded from
brand-microsite.pearson.com or click here
remember, if your bar appears at the top
of your communication, the Pearson logo
is positioned on the left-hand side and the
strapline on the right-hand side.
Never recreate the artwork, always use the
master artwork provided.
in order to ensure that a consistent strapline
is used for each language, it is important
that any translated straplines are approved
centrally by Pearson international and
a master artwork is created.
Brazilian Portuguese Aprendendo sempre
French Apprendre, toujours
italian imparare sempre
if you wish to translate the strapline

into your local language, please contact
Sue.Coulthard@Pearson.com for
further assistance.
Spanish Aprender, siempre
NB: The bars shown here are for bottom bar application.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p22
Things to avoid when using the logo bar
Dont use the old logo with the arc.
Dont lock the strapline up to the logo.
Only use our four principal colours

on Pearson communications.
ALWAYS LEARNING
Dont slant, angle or skew the bar.
Dont change the proportion of the logo

in the bar.
Dont place any graphics or images in the bar.
PEARSON
Dont place the logo and strapline together,

always at either end of the bar.
Dont use the logo out of the bar. if it is not

possible to print the bar, please contact the
brand team.
WORKSHOP
Dont stretch the strapline and logo when

sizing the bar.
Dont put the bar in the middle of the page.

Always put it at the bottom or top.
Dont place the logo in the middle of

promotional merchandise. Always try to
incorporate the bar in your design. if this is
not possible, please contact the brand team.
Dont rewrite the strapline in the bar with

different events or words. There are two
exceptions: in PowerPoint (where the bar
can contain date information) and websites
(where the bar can act as a navigation tool).
music
was
dead
Dont use two straplines in the logo bar device. Dont combine other elements such as
illustrations with the logo bar device.
2 OUr New STrUCTUre
Dont place any additional words in the logo

bar device.
3 viS UAL TOOLK iT
p23
Using the logo on Pearson book covers

Book covers will continue to use their own
visual identity systems but will now include a
Pearson endorsement. Use the following key
principles when adding the Pearson logo bar
device to your book cover.
Spine
The Pearson logo should always appear on
the spine (unless the width is less than 8mm).
The preference is for the entire spine area to
act as the bar device. However, if your cover
art prevents this approach, the Pearson logo
should be placed at the bottom of the spine.
The next page gives more information on
logo size specifications.
Front cover
The full logo bar should appear on the front
cover at the bottom of the book with the
logo on the right and the strapline on the left.
Follow the guidance on formatting shown on
page 20 and 21.
if for any reason the logo bar device cannot
be placed on the front cover, it can be
positioned on the back cover.
Back cover
it is not mandatory to continue the bar to the
back cover of your book but it is acceptable if
this works with the design of your cover art;
the logo and strapline need not be repeated
the back if they already appear on the front.
Barcodes/Tombstones
within the new brand framework, it is not
necessary to include the logo within the
tombstone or barcode holding box because
we are using the logo bar device instead.
Title pages
in most instances, in order to avoid oversaturation of the brand, it is preferable that
the logo does not appear on the title page.
it should only be added here if the branding
on the outer cover is limited. when the logo
is included on the title page, it should appear
in a short bar near the foot of the page.
example of
a title page
FEAR NOT, MY BROTHER

George Mujajati
Do not use the standalone Pearson logo

on the back cover.
The examples to the right show three possible
options for positioning the Pearson bar on book
covers. You should choose the option which
suits your cover design best.
NB: in France and Germany the logo on the spine may read up
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p24
Size guide for logo usage on Pearson

book spines
When you are using the full logo bar
on the spine
On the spine, the logo is placed through the
central vertical line of the spine, 13mm from
the bottom of the book. where possible,
place the Pearson logo in cream out of a colour
on the spine. Alternatively, you can use white.
in these instances, the entire spine acts as
a bar, and there is no need for an additional
bar. The strapline Always learning does not
appear on the spine. The Pearson logo should
appear vertically for spines 830mm at the
sizes shown. For spines wider than 30mm,
the logo should appear horizontally at the
sizes shown.
Wider than 55mm
55mm to 37mm
37mm to 30mm
when the logo appears vertically on a spine,

it should be orientated to read down, with
the P at the top. The only exception to this
is for French and German books, where the
logo reads the opposite way.
30mm to 23mm
23mm to 17mm
17mm to 12mm
12mm to 8mm
59mm
43.5mm
30.5mm
20.5mm
13mm
42mm
28mm
23mm
When you are using the short logo bar

on the spine
if the cover design dictates that the entire
spine cannot act as a bar, the logo may appear
on the spine in a short bar. examples of this
would be when the spine is white or a light
colour, or when a background image bleeds
over the spine. Always apply the logo at the
sizes shown.
77mm
11mm
9mm
30.5mm
40mm
20.5mm
16.5mm
43.5mm
59mm
57mm
27mm
13mm
42mm
2 OUr New STrUCTUre
28mm
3 viS UAL TOOLK iT
23mm
p25
Pearson logo placement on a series of books
NEW
NEW
NEW
NEW
Total English
Total English
Total English
Total English
ELEMENTARY
ELEMENTARY
ELEMENTARY
ELEMENTARY
Students Book with Activity Chapter
Writer&Writer
Writer&Writer
Writer&Writer
Writer&Writer
Writer&Writer
Writer&Writer
Writer&Writer
it is recommended at all times to consult with

the producers of the books to ensure the
legibility of the logotype. Always ensure the
Pearson logotype is reproduced correctly.
ELEMENTARY
During this process the Pearson logotype

appears gradually closer to the edges of the
spine, we suggest an absolute minimum spine
width of 5mm.
For series books only, it is acceptable to print

the Pearson logo on spine widths below 8mm
to ensure consistency across all books.
ELEMENTARY
ELEMENTARY
The Pearson logo is used in its smallest

recommended size where the bounding box
measures 8mm in height.
Total English
Total English
Total English
The appearance of a book series can be

identified by a consistent vertical Pearson
logotype placed centrally at the at the bottom
of the series of spines.
NEW
NEW
NEW
if you are branding a series of books, it is

important that the spines appear consistent
when they sit together as a set. in this instance
please follow the guidance shown below. This
guidance is only applicable to a book series;
in all other cases please follow the standard
guidance shown on the previous page.
22mm
12mm
8mm
7mm
6mm
5mm
4mm
Pearson logo
bounding box
6
mm
6
mm
2
2
mm mm
0.5 0.5
mm mm
1 1
mm mm
1.5 1.5
mm mm
2 2
mm mm
Series ONLY bounding box rule
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p26
Pearson logo and imprint placement

on book covers
The imprint name should be placed on the
back cover where possible. To emphasise
the imprints relationship with Pearson, the
imprint name should be positioned close to
the bar device.
These examples show how the Pearson bar
can be wrapped around the entire cover at
the bottom with the imprint name positioned
on the back cover.
Colour and typeface
The imprint name should be set in Gill Sans
MT Pro Medium.
Positioning
Bar on back cover
The imprint name should align from the outer
edge (left-hand side) with the contents on the
back cover.
Dont lock the imprint name to the Pearson
bar. You should use a clearspace the height of
the P in the Pearson logo between the top
of the bar and the imprint name.
Try to match the colour of the imprint

name to that of the Pearson bar in each
communication. This will help the viewer
to link the two together.
if colour doesnt offer enough contrast,
then a more neutral tone should be used.
Arab World
Edition
Key Features


Arab World
Edition
Management
Key Features


Stephen P. Robbins
| Mary Coulter
| Yusuf
Active
learningSidani
approach
| Dima Jamali

~Pearson
Each chapter is divided into sections based on key learning outcomes, with Quick Learning
Reviews
throughout,
Town,
City Postcode/Zip
Code and a helpful Summary, enabling students to absorb core concepts.
~Country
The Thinking About Management Issues section at the end of each chapter asks students
www.pearson.com
Arab World
Edition
Arab World
Edition
Arab World
Edition
Arab World
Edition
Management
Stephen P. Robbins
| Mary Coulter
| Yusuf Sidani
| Dima Jamali

IMPRINT NAME
Management

Arab World
Edition
Management
Arab World Editions

ISBN 1-4058-1340-7
IMPRINT NAME
9 781405 813402
Arab World Editions


~ Case Applications at the end of each chapter give students
an insight into actual business
ISBN 1-4058-1340-7
IMPRINT NAME
Pearson
9 781405 813402
name,
Street
~ Each chapter isBuilding
divided into
sections
based on key learning outcomes, with Quick Learning
Town,and
Citya helpful
Postcode/Zip
Code
Reviews throughout,
Summary,
enabling students to absorb core concepts.
Country
~ The Thinking About
Management Issues section at the end of each chapter asks students
to apply criticalwww.pearson.com
thinking.
IMPRINT NAME
if there is no content along the bottom

of your back cover, you should position the
imprint name as you would if the bar wrapped
onto the back cover, e.g. placed above the bar
leaving a clearspace the height of the P in
the Pearson logo between the top of the bar
and the imprint name.
Arab World
Edition
The imprint name should align from the outer

edge with the contents on the back cover
(aligning with copy).
Arab World
Edition
Arab World
Edition
no bar on back cover

if it is not possible for the Pearson bar to
wrap around to the back cover, the imprint
name can be positioned on the back cover
as shown here.
Pearson
Arab World
Editions
Postcode/Zip
Codebeen developed specifically for students studying in the
PearsonsTown,
Arab City
World
Editions have
Country
Arab world.
Regional cases and examples make the book more relevant to students, while
IMPRINT NAME
www.pearson.com
international
examples provide a comparative perspective. Engaging pedagogical features, local
ISBN 1-4058-1340-7
IMPRINT NAME
9 781405 813402
See page 20 for further guidance on Pearson

bar exclusion zones.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p27
Things to avoid when placing the logo bar and imprint

name on book covers
Dont place the imprint name inside the Pearson bar (or any
copy other than the Pearson logo and Always learning).
Pearson Education France

47 bis, rue des Vinaigriers
75010 Paris
Tl. : 01 72 74 90 00
Fax : 01 42 05 22 17
www.pearson.fr
ISBN : 978-2-7440-7489-9
7489 0411 22
IMPRINT NAME
Dont crowd the Pearson bar with the imprint name (where
possible, its preferred for the imprint name to be positioned
on the back).
Pearson
Country
www.pearson.com
IMPRINT NAME
Le public
Dont use a contrasting colour for the imprint name. The

colour should be harmonious with the overall communication.
PEARSON
tudiants en classe prparatoire scientifique, filires MPSI, PCSI et PTSI ; tudiants en premier cycle universitaire ; candidats au Capes et
lagrgation ; tout lecteur dsireux de comprendre les bases de la physique.

75010 Paris
Tl. : 01 72 74 90 00
Fax : 01 42 05 22 17
www.pearson.fr
IMPRINT NAME
eText
ISBN : 978-2-7440-7555-1
7555 0511
49
Livre en ligne
Dont set the size of the imprint name too large. The imprint
name should be roughly the height of A in the strapline.
Dont position the imprint name elsewhere on the back cover.

A consistent approach will help the viewer identify the name
if its found in the same position.
IMPRINT NAME
9 781405 813402
Pearson
Country
www.pearson.com
Public: tudiants en mathmatiques, informatique et physique ; candidats au Capes de mathmatiques

Cours: mathmatiques, algbre, analyse, calcul diffrentiel
Niveau: L1 ; prparation au Capes
PEARSON
ISBN : 978-2-7440-7559-9
75010 Paris
Tl. : 01 72 74 90 00
Fax : 01 42 05 22 17
www.pearson.fr
7559
0411
eText
49
Livre en ligne
IMPRINT NAME
Pearson
Country
www.pearson.com
Dont repeat the logo and strapline on the back cover if they
already appear on the front cover.

75010 Paris
Tl. : 01 72 74 90 00
Fax : 01 42 05 22 17
www.pearson.fr
Dont put the imprint name on the spine.
IMPRINT NAME
ISBN : 978-2-7440-7489-9
7489 0411 22
IMPRINT NAME
Dont match the imprint name colour to the Pearson bar if the
colour doesnt work with the back cover art (legibility should
always come first).
ISBN 1-4058-1340-7
IMPRINT NAME
iMPriNT
NAMe
IMPRINT NAME
Le public
tudiants en classe prparatoire scientifique, filires MPSI, PCSI et PTSI ; tudiants en premier cycle universitaire ; candidats au Capes et
lagrgation ; tout lecteur dsireux de comprendre les bases de la physique.
Dont put the strapline on the spine.
IMPRINT NAME
2 OUr New STrUCTUre

75010 Paris
Tl. : 01 72 74 90 00
Fax : 01 42 05 22 17
www.pearson.fr
ISBN : 978-2-7440-7555-1
7555 0511
49
3 viS UAL TOOLK iT
PEARSON
eText
Livre en ligne
p28
Co-branding with imprint name
Co-branded products
HEINEMANN
in some cases, Pearson may be a co-partner

of a book with another brand. in these
instances, it is important to establish who
is the lead partner in the relationship.
if Pearson is the lead partner, the full logo
bar device should be used as shown earlier.
if Pearson is an equal partner, it is acceptable

to use the logo without the strapline as
shown here. The preference is to use one
of our four principal colours but if this is not
possible then a prominent colour from the
cover art can be used. See below for the
recommended positioning between the
Pearson logo and partner brand.
NAME
For instances where an imprint name needs

to appear on your co-branded book, the
imprint name should appear in upper case
Gill Sans MT Pro Medium in the same colour
as the Pearson bar. if this is not possible, it
can be reversed out. The distance between
the Pearson logo and imprint name should be
equivalent to two Ps in the Pearson logo as
shown here.
Imprint positioning & alignment:
LONGMAN
IMPRINT
LONGMAN
IMPRINT
IMPRINT
NAME
PRENTICE
IMPRINT HALL
NAME
Pearson co-branded example:
Imprint examples:
LONGMAN
HEINEMANN
LONGMAN
LONGMAN
PRENTICE HALL
PRENTICE HALL
HEINEMANN
HEINEMANN
Pearson co-branded example:
LONGMAN
LONGMAN
LONGMAN
LONGMAN
LONGMAN
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p29
Sponsorships and partnerships logo without strapline
eXClUSIOn ZOne
logo without the strapline/tagline

wherever you can, use the logo bar. But in specific
circumstances when the bar cant be used (e.g. on
book spines, sponsorship or partnerships), the logo
can appear in a short bar without the strapline.
The short bar can be in any one of the four
principal colours.
Pearson sponsorship logo

A sponsorship logo lock-up has been created to
communicate Pearsons involvement in sponsorship
activities. it comprises the Pearson logo in a short
bar sitting below the words Supported by set in
the approved typeface: Gill Sans MT Pro Medium
in uppercase.
Short bar device exclusion zone

A similar exclusion zone applies when using the Pearson
logo in a short bar. The only exception to this rule occurs
when using the Pearson sponsorship logo.
The sponsorship logo can appear in any one of

the four principal colours, or in black if there are
printing restrictions.
Click here to download the sponsorship artwork
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p30
Co-branding
The look and feel of our co-branded communications are

driven by which brand takes precedence in the relationship
with the audience.
BRAND X
BRAND X
The collateral can appear in either brands look and feel

depending on which is driving the relationship.
Driven by Pearson
if Pearson is leading the communication, the collateral should
be in the Pearson identity with the partner brands logo
included as an endorsement. (See examples 1 and 2).
Driven by the partner brand
if the partner brand is leading the communication, then
the collateral should be in their brand identity with the
Pearson logo included. The Pearson logo should be referenced
as an equal partner through equal logo sizing and placement.
it is acceptable to use the Pearson logo without the strapline
in one of the principal brand colours. (See example 3).
You can find specific guidance on co-branding of products
and marketing communications on pages 2429. Further
guidance for co-branding on websites can be found on our
Online guidelines.
if you would like to discuss your co-branding scenario
further, please contact the brand team for your region.
See Section 5: Help, please for contact details.
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it is important that we never combine two brand identities

together because this sends out a confusing message to our
audience and can weaken the Pearson brand.
Sub-head offering
more detail
Sub-head offering
more detail
BRAND X
BRAND
Driven
byX Pearson
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Sub-head offering
more detail
Sub-head offering
more detail
BRAND X
BRAND X
Driven by the partner brand

2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p 31
Colour palette
in the past, Pearson has been, any colour you
like, so long as its blue. That has appealed to
us because it stands for blue skies, clear blue
water, optimism and wide vistas.
we still want to stand for those things, but
wed like the world to know that optimism
and far-sightedness come in many colours
and that were a vibrant and diverse company.
So our new colour palette is bright and
varied. we have four principal colours
which ripple out into four corresponding
spectrums of supporting colours and
cream or white as our background colours.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
65 H e L P , P L e A S e
p32
Colour values
Supporting colours
The supporting spectrums of colours originate
from the principal colours. You can use them
in typography and graphics, and they should
appear in the order seen here. These colour
values are accurate for coated paper; alternate
values for uncoated paper are on the next page.
Principal colours
The four principal colours provide variety and
should be given equal usage. Use one colour
per application (in other words, dont mix them
up on a single page).
Background colours
Cream and white are our background colours.
Please note: If you are printing the Pearson
Cream as a Pantone special colour you
MUST use a 50% tint of the colour.
CMYK
rGB
HeX
CMYK
rGB
HeX
CMYK
rGB
HeX
CMYK
rGB
HeX
0 30 100 0
253 185 19
fdb913
3 86 61 3
224 72 84
e04854
50 0 82 10
125 182 88
7db658
86 34 14 0
0 137 183
0089b7
0 38 100 0
251 170 25
fbaa19
5 90 65 5
216 61 77
d83d4d
61 0 82 10
97 174 91
61ae5b
90 40 20 0
0 128 170
0080aa
0 46 100 0
249 155 28
f99b1c
9 94 69 9
202 47 69
ca2f45
71 0 82 10
63 168 93
3fa85d
92 55 15 0
0 109 164
006da4
0 58 100 0
246 134 31
f6861f
14 98 58 14
185 32 75
b9204b
84 0 82 10
0 161 95
00a15f
92 67 11 0
32 95 159
205f9f
rGB
54 67 149
HeX
364395
Pearson Orange
PMS 158 C
CMYK
0 68 100 0
rGB
237 107 6
Pearson Purple
PMS 221 C
HeX
ed6b06
CMYK
rGB
24 100 44 26 157 19 72
Pearson Green
PMS 334 C
HeX
9d1348
CMYK
94 0 74 16
Pearson Blue
PMS 661 C
rGB
0 139 93
HeX
008b5d
CMYK
100 75 0 0
Cream
PMS 9142 C (50% TiNT ONLY)
CMYK
2 4 10 0
rGB
HeX
251 245 234 fbf5ea
Colour proportions
Only use one principal colour per application,
with black as a supporting colour.
Colour is an important and ownable element of our identity system.

The breakdowns given here have been specifically calibrated and tested
and should not be altered or re-configured. The colours shown here and
throughout this manual have not been evaluated by PANTONe inc. for
accuracy and may not match the PANTONe Colour Standards. Consult
current PANTONe Publications for accurate colour. PANTONe is the
property of PANTONe inc. All rGB breakdowns use srGB colourspace.
Please note: The CMYK specifications in these guidelines are correct.

whilst every effort has been made to match to the Pantone colours given,
there is a possibility that varying results may occur.
2 OUr New STrUCTUre
Please ensure that you match to the Pantone colours specified; always ask
your printer for a proof to ensure the colour has been matched correctly.
3 viS UAL TOOLK iT
The preferred method of printing is CMYK. Pantones should only ever be used
if single print production is the only option.
Large format inkjet printers are often not colour calibrated. For this reason the
printer should match to the Pantone colour and use the Pantone recommended
CMYK breakdowns as a starting point. This rule applies to all of the colours.
p33
Uncoated colour values, tints

and paper stocks
recommended paper stocks
Please see the chart below for recommended
paper stocks and sizes. These are available
through Pearson Global Sourcing. when
printing other high spec items, such as books
There is a simple uniform rule to follow when
or brochures, other cream uncoated stocks
using the values on uncoated stock. Start with
may be used, such as Neptune Unique Soft
the values on page 33, then:
CMYK values for uncoated stock
Our CMYK values have different colour values
on uncoated stock because the paper absorbs
more ink.
white or Naturalis vanilla Smooth. The

cream stocks can be used instead of printing
the cream as a background colour. if these
recommended stocks and weights are not
available or suitable in your market, please
use something similar.
we are committed to reducing Pearsons

environmental impact, so please use
recycled paper stocks wherever possible
and the FSC logo when applicable.
Orange: -5M across the spectrum

Purple: -10C across the spectrum
Application
(The last two C values will be 0)
Pearson International
Green: -5C across the spectrum
Letterhead/follow-on sheets
Business Cards
envelopes
Blue: -10M across the spectrum
Grade
Weight
Colour
FSC Certified
Advocate Smooth Natural

120 gsm
330 gsm
100 gsm
Natural
Natural
Natural
Cougar Natural Opaque smooth text

Cougar Natural smooth cover
Cougar Natural Opaque smooth text
80 lbs/118 gsm
100 lbs/270 gsm
80 lbs/118 gsm
Natural
Natural
Natural
north America
Letterhead/follow-on sheets
Business Cards
envelopes
Tints and colour values for 2 colour printing
when only 2 colour printing is available it is
possible to print tints of the principal colours.
These should only be used when you are
unable to use the normal colour palette.
Tints are also used in PowerPoint. See page 72
for more details.
60%
60%
60%
60%
70%
70%
70%
70%
80%
80%
80%
80%
90%
90%
90%
90%
Pearson Orange
PMS 158 C
Pearson Purple
PMS 221 C
Pearson Green
PMS 334 C
Pearson Blue
PMS 661 C
Colour is an important and ownable element of our identity system. The breakdowns
given here have been specifically calibrated and tested and should not be altered or
re-configured. The colours shown here and throughout this manual have not been
evaluated by PANTONe inc. for accuracy and may not match the PANTONe Colour
Standards. Consult current PANTONe Publications for accurate colour. PANTONe
is the property of PANTONe inc. All rGB breakdowns use srGB colourspace.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p34
Using the colours in headlines and titles

You can use the colour spectrums for

headlines on, for example, covers of
reports or title slides of presentations.
Use one of the principal colours in the bar.
Then work your way up through the
appropriate colour spectrum, with each
line of text getting progressively lighter.
Always use the supporting colours in
the correct order. Dont miss a colour
out of the spectrum.
4th supporting colour
Solve the
inequality
3rd supporting colour
2nd supporting colour
when the bar is positioned at the top the

colour spectrum should descend from top
to bottom.
1st supporting colour

Start
These rules apply to all our typefaces:

Gill Sans MT Pro, verdana and the
Pearson font.
Principal colour
Solve the
inequality
dreaming
in class
4 line titles in the Pearson font

Principal colour
We believe in
learning. All kinds
of learning for all
kinds of people.
Principal colour
3 line titles in Gill Sans MT Pro Medium
Principal colour
Start
dreaming
in class
Solve the
inequality We believe in
4 line titles in Gill Sans MT Pro
Medium
learning. All kinds

of learning for all
kinds of people.
Solve the
inequality
2 line titles in Gill Sans MT Pro Medium

2 OUr New STrUCTUre
3 viSUAL
Start
TOOLK iT
p35
Using the colours

when using the colours in body copy, graphs,
charts and navigation for reports, articles and
newsletters, please follow these rules.
Our year in brief

Summary financial and
operational information
for 2009
adipiscing elit. Pellentesque in dui sem. Mauris
odio odio, tincidunt at lobortis a, imperdiet
dapibus lacus. Aenean et diam ipsum, vel
pellentesque lorem. Donec metus risus,
porttitor eu consectetur egestas, rhoncus et
arcu. Aliquam id enim ac mi auctor fringilla.
Vivamus a sapien eget est vestibulum porta.
Nulla facilisi. Integer in magna est. Phasellus
sem mi, tempor eget eleifend at, tempor eu
urna. Donec sed quam a felis malesuada
aliquam ac at massa. Duis id lorem ut purus
suscipit consectetur. Nam sit amet purus justo,
nec consectetur ligula. Quisque sapien odio,
imperdiet sit amet ultricies quis, consectetur
Suspendisse aliquet urna nec lorem egestas

dignissim. Fusce in est a sem tincidunt pulvinar.
Mauris feugiat ultricies justo, ut commodo ligula
faucibus at. Duis lacinia ullamcorper elit,
consectetur porta augue eleifend vel.
Maecenas semper euismod nunc quis tincidunt.
Mauris at est massa, id eleifend eros. Maecenas
et faucibus dolor. Nam blandit ultricies nunc, a
viverra urna lacinia vel. Phasellus ullamcorper
tincidunt blandit. Quisque ac nisl justo.
Suspendisse ut augue non ante feugiat ornare
vitae eget nisi. Phasellus metus lacus, tincidunt
nec varius at, egestas eu diam. Pellentesque a
ante odio, at dignissim urna.
Donec vestibulum mi a ligula euismod sit amet

tristique erat fringilla. Class aptent taciti
sociosqu ad litora torquent per conubia nostra,
per inceptos himenaeos. Vestibulum ante
ipsum primis faucibus orci luctus et ultrices
posuere cubilia Curae; Proin dictum massa non
massa condimentum id ullamcorper massa
luctus. In nec sollicitudin eros. Donec ultrices
risus nec sem consectetur nec porta urna
convallis.
Suspendisse et vestibulum libero. Proin
tristique ornare ultrices. Fusce orci nisl,
tristique quis hendrerit pulvinar, luctus vel est.
Cras commodo, diam sed vulputate mollis, sem
mauris suscipit nibh, id sagittis lorem orci non
arcu. Suspendisse potenti. Vivamus id
imperdiet purus. Duis vitae mauris nisl. Mauris
interdum egestas auctor. Proin sit amet risus
velit. Vivamus lectus elit, ullamcorper vitae
feugiat a, consequat ut dui. Integer quis egestas
risus. Quisque dapibus bibendum lectus. Fusce
varius pulvinar sem id elementum.
Nulla hendrerit massa eget

massa condimentum eget
luctus purus consequat
Vestibulum id euismod nulla. Donec turpis
lectus, ullamcorper non tincidunt non,
venenatis in libero. In laoreet posuere nulla quis
commodo. Suspendisse potenti. Aenean ante
tellus, bibendum eu auctor non, commodo vel
massa. Cras condimentum orci a nisl
sollicitudin ut gravida magna pellentesque.
Nullam volutpat neque sit amet enim accumsan
nec ultrices nisi semper. Integer mollis nulla ac
enim pellentesque gravida. Nulla sit amet turpis
in nibh faucibus lacinia imperdiet et purus. Cum
sociis natoque penatibus et magnis dis
parturient montes, nascetur ridiculus mus.
Etiam at lacus non arcu ornare pellentesque
vitae at eros. Phasellus ultrices, sapien eget
dapibus suscipit, augue enim rhoncus ipsum,
eget posuere nibh tortor sed elit. Aliquam
convallis urna id velit rutrum vitae iaculis diam
faucibus.
LOCATION
GENDER
AGE
DATE
GALLERY

suscipit consectetur. Nam sit amet purus
justo, nec consectetur ligula. Quisque sapien
odio, imperdiet sit met ultricies quis,
consectetur
dignissim. Fusce in est a sem tincidunt
pulvinar. Mauris feugiat ultricies justo, ut
commodo ligula faucibus at. Duis lacinia
ullamcorper elit, consectetur porta augue
eleifend vel. Maecenas semper euismod nunc
quis tincidunt. Mauris at est massa, id eleifend
eros. Maecenas et faucibus dolor. Nam
blandit ultricies nunc, a viverra urna lacinia
vel. Phasellus ullamcorper tincidunt blandit.
Quisque ac nisl justo. Suspendisse ut augue
non ante feugiat ornare vitae eget nisi.
Phasellus metus lacus, tincidunt nec varius at,
egestas eu diam. Pellentesque a ante odio, at
dignissim urna.
sociosqu ad litora torquent per conubia
nostra, per inceptos himenaeos. Vestibulum
ante ipsum primis faucibus orci luctus et
ultrices posuere cubilia Curae; Proin dictum
massa non massa condimentum id
ullamcorper massa luctus. In nec sollicitudin
eros. Donec ultrices risus nec sem
consectetur nec porta urna convallis.
29%
Symbicort up 23% to $2,294 million
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4,125 major regulatory submissions
Colours in typography
Body copy should be in black. Headlines and
highlight information should be in one of
the four Pearson principal colours. Use one
colour per spread if possible (e.g. the range
of oranges, or blues, not a mix of orange and
blue). inside spreads do not have cream pages.
Where
When
How
Why
Stories
PEARSON TEST OF ENGLISH
23%
4,125
00 | Section or brochure name
What
Home > Product Brands > Pearson Test of English
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Crestor up 29% to $4,502 million

adipiscing elit. Phasellus commodo,
neque a placerat dictum, quam enim
mattis libero, non lacinia tellus magna
volutpat urna. Suspendisse ac porttitor
libero. Mauris non libero vitae velit
porttitor varius. Aenean ut mauris vitae
mauris egestas malesuada ac in mauris.
Who
Understanding learning trends
MON
TUES
WED
THURS
FRI
0
10
20
30
40
50
60
70
80+
Were all just here

tinkering, speculating
and listening to see if
our shovels hit
something hard while
were digging.
I suppose thats what
world- building is,
though, so lets get
used to it. We need to
learn to tolerate
ambiguity.
Assessing English Language Skills

PTE | Academic
PTE | General
PTE | Young Learners
Become a professional partner
For test centres
For test centres
Take the Test - Currently
For teachers
For teachers
returning scores in less that
For test takers
For test takers and families
2 business days
Find a test centre
Find a test centre
Become a test centre
Become a test centre
Becoming a recognising
institution
Introducing the revised

PTE general
Section or brochure name | 00
Colours in graphs
Use a single spectrum of colour when creating
graphs and charts.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
Colour coding products

when colour coding within products is needed,
the full range of four principal colours can be
used on the same application.
p36
How we speak
words are important to us all. But theyre
particularly important to Pearson, because
weve woven our business from them.
Our expanse of educational content, Penguins
peerless works of fiction, the FTs shrewd
journalism all built on words.
Using words well isnt so much about
grammar (though those rules can be mighty
helpful) or sounding intelligent (which never
works if what youre saying isnt). Using words
is about connecting with people getting
them interested and believing in what youre
telling them. its about having a sense of style
and voice, and remembering the basics: make
your message clear and dont use jargon.
without being prescriptive, weve captured
some of these basics below. For a definitive,
yet brilliantly concise account of the essentials,
read The Elements of Style by william Strunk Jr
and e.B. white, published by Pearson.
2 OUr New STrUCTUre
With some writers, style not only

reveals the spirit of the man but
reveals his identity, as surely as
would his fingerprints.
e.B. white
3 viS UAL TOOLK iT
p37
A distinctive style
when we write on behalf of Pearson,
our style should be distinctive. it should
be unmistakably Pearson.
But it shouldnt be uniform. we believe that
learning should be personal, and the same
goes for writing.
So, though each persons style will be
different, theres something common across
all of Pearson. Our values define who we are
as a company. Theyre good strong values.
we should reflect them in the way we write,
speak and act.
Brave
were bold enough to say what we believe, even if its

unpopular. were confident enough to make something
simple, even if its complicated. were daring enough to
experiment with new styles.
Imaginative
every piece of writing is an opportunity to do something

inspired and original. we dont think dry, functional prose
tells you much, or interests you much.
Decent
were straight about what we think, but we first spare

a thought for how it will sound and feel to the reader.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p38
Some basic pointers

we dont want this to feel like a rule book,
but there are a handful of indispensible
suggestions that may be a help.
(This list owes a lot to George Orwell, whose
Politics and the English Language is a decisive
essay on the clear use of words.)
On metaphors,
similes and figures
of speech
Use sparingly, and never use
one that has become a clich
through overuse. Metaphors
can conjure a picture in the
readers mind; a picture thats
relevant and vivid.
Fair The class bloomed as
the weeks went by
Foul Avoid it like the plague
On jargon
Jargon is simply language
your audience wont
understand, or will be bored
by. Always try to use an
everyday equivalent instead.
Fair im not half the man
i used to be
Foul i only have 50% of
the previously allocated
masculinity resources
available to me
On brevity
and editing
On active
syntax
Short words are better than

long ones. if you can cut
a word out without losing
anything crucial, do it.
Fair Use; weekly; student
On specificity
On positivity
Never use the passive

form. Force yourself to
find the active.
Be specific rather than

general, definite rather
than vague, concrete rather
than abstract.
Be assertive and put

statements in positive form.
Double negatives make life
harder for your reader.
Fair we recommend
you visit the museum
Fair He grinned as
he pocketed the coin
Fair He was usually late
Foul Utilize; on a weekly basis; Foul it is recommended

member of the student body that you visit the museum
Foul He showed satisfaction

as he took possession of his
well-earned reward
Foul He was not on time

very often
Avoid tame, colourless,

hesitating, non-committal
language.
william Strunk Jr.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p39
A few examples
learning.
We take it personally.
Solve the
inequality
A class
of penguins
One-to-one tuition is usually the best way to get to grips

with any subject. every one of us learns in a different
way, at a different pace, with different strengths and
weaknesses. So the more personal learning gets, the
more effective it becomes.
Jimmys ability with numbers was below average. He was

learning slower than the rest of his class, and every day the
degree of his difficulty seemed to multiply.
whats the collective noun for a group of Penguins?

is it a huddle? A shelf? with enough of them, perhaps
even a library? Now that our story has reached its 75th
chapter, we wonder whether a class might fit best.
Yet for all kinds of reasons, not everyone enjoys (or

in the case of roald Dahls Matilda, endures) such close
personal attention.
were changing that. Not by recruiting an army of Miss
Trunchbulls, schoolchildren will be glad to hear, but by
bringing educators and technologists together to create
exciting, colourful, interactive, personalised learning
experiences for people of all ages, all over the world.
Then he started using MyMathLab from Pearson.

it helped his teachers solve underlying issues and adapt
the curriculum so he could learn at his own rate.
when asked what he was most proud of, our founder

Allen Lane said: The fact that we are regarded as possibly
the greatest popular educators in our generation.
Two years later Jimmys flying. His confidence is on the

increase. Hes picking up complex functions in a fraction
of the time and the divide between him and the rest of
the class has all but disappeared. Above all hes enjoying
it. Hes even toying with the idea of becoming an engineer.
were proud to carry on this legacy as part of Pearson,

the worlds leading learning company. So whether youre
learning to read, reading to learn, or just love burying your
beak in a book for sheer enjoyment, youre welcome to
join the class. Our storys only just beginning.
Learn more at Pearson.com
were providing teachers, students and parents new

depths of information and understanding, and making
learning more effective and more individual. Because the
way we see it, being good at numbers doesnt mean you
are one.
Why it works
The headline takes a slightly tongue-in-cheek tone to convey
the importance of tailored learning with personality. The body
copy shows a real delight in language, expanding on the sense
of purpose we feel about learning, and showing that were in it
together and prepared to invest in it.
Why it works
The headline combines mathematics and opportunity.
The form is a personal story about a boy conquering his
difficulty aided by a Pearson product.
The story is playfully peppered with nods to mathematical
language. The tone lifts through the piece, becoming more
positive as it goes. emphasises the importance of enjoyment,
and the rhyme of toying reinforces this.
ends by looking forward to what he might do with his
new abilities.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
Why it works
The headline contrives a new collective noun for a group of
Penguins. in doing so it positions Penguin as an important part
of the Pearson family, and underlines how vital we believe the
ability to read is to the learning process. By using class were
also making a powerful claim about the quality of Penguin
products. we celebrate the founder on this, the 75th
anniversary of the brand, and with a conviction that doesnt
wear itself too heavily, we commit to continuing the great work.
The final passage is uplifting and inclusive.
p40
Typography
Typography is the brands handwriting.
The look of our writing on the page adds to
the style and personality we convey through
the words.
we have two basic fonts. verdana is for
everyday use when were creating and editing
documents. Gill Sans MT Pro (the font youre
reading now) is a classic, refined typeface that
we use when were creating printed materials
or digital applications.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p 41
Our typefaces
everyday use
Professional use
If youre creating a document yourself,

use Verdana. Use it for emails, word
documents, presentations, websites, etc.
If youre creating printed

materials or digital applications,
use Gill Sans MT Pro.
(Verdana is installed on all PCs, so

if you send a document to a colleague
or customer, you can be confident
theyll be able to read it.)
Use it for printed documents,

advertising, posters, interiors,
animations and videos, etc.
Verdana Regular
Gill Sans MT Pro Book
For body copy and headlines
For body copy
Verdana Bold
Gill Sans MT Pro Medium
PleASe nOTe:
The specific cut of Gill Sans we use is Gill Sans MT Pro. Do not use
other versions of Gill Sans, such as Gill Sans MT, which can be part
of the Microsoft Office Suite.
For headlines and quotes
For highlighting information only
even if you have Gill Sans available on your computer, please

dont use it for everyday use. If you send it to a colleague
whose computer doesnt have Gill Sans, they wont be able
to read it.
A set of Microsoft Office stationery templates with verdana
as the default typeface has been created for you to use.
See Section 5: Help, please for more details.
2 OUr New STrUCTUre
italics should only be used on product titles. These should be set in

the same weight type as the surrounding copy i.e. if you are placing the
product title amongst copy which is set in Gill Sans MT Pro Medium,
the title should also be set in Gill Sans MT Pro Medium.
Pearson has purchased a licence to use Gill Sans MT Pro.This is
available for Pearson employees only, external suppliers must purchase
their own licence. if you need the font to design and produce materials,
please email the contact person for your region. You will find a list of
names in the Toolkit/Typography section.
3 viS UAL TOOLK iT
p42
Typography rules
The examples given here apply to
both verdana and Gill Sans MT Pro.
What Britain
wants to learn
Freshers in
their fifties
A guide to the best

adult learning courses
THE WORLDS MOST COMPREHENSIVE LEARNING SURVEY
Global
learning
2010
Lorem ipsum dolor sit amet,

consectetur adipiscing elit. Phase llus
comm odo, neque a placerat dictum,
quam enim porttito.
Fact:
Fiction
unlocks
doors
The minimum size for

coloured text is 8pt
The minimum size
for black text is 6pt
Suspen disse ac porttitor libero.

Mauris non libero vitae velit porttito.
consectetur adipiscing elit. Phase
llus comm odo, volut pat urna.

amet, consectetur
adipiscing elit.
Pellentesque in dui
sem. Mauris odio odio,
tincidunt at lobortis a,
imperdiet dapibus
lacus. Aenean et diam
ipsum, vel pellentesque
lorem. Donec metus
risus, porttitor eu
consectetur egestas,
rhoncus et arcu.
Aliquam id enim ac mi
auctor fringilla.v

consectetur

amet, consectetur
adipiscing elit. Pellentesque
in dui sem. Mauris odio
odio, tincidunt at lobortis
a, imperdiet dapibus lacus.
Aenean et diam ipsum, vel
pellentesque lorem. Donec
metus risus, porttitor eu
rhoncus et arcu. Aliquam id
enim ac mi auctor fringilla.
Vivamus a sapien eget est
vestibulum porta. Nulla
facilisi. Integer in magna
est. Phasellus sem mi,
tempor eget eleifend at,
tempor eu urna. Donec
sed quam a felis malesuada
aliquam ac at massa. Duis
id lorem ut purus suscipit
consectetur. Nam sit amet
purus justo, nec
consectetur ligula. Quisque
sapien odio, imperdiet sit
met ultricies quis,
consectetur Suspendisse
aliquet urna nec lorem
egestas dignissim. Fusce in
est a sem tincidunt

amet, consectetur
purus justo, nec
met ultricies quis,
est a sem tincidunt

amet, consectetur
purus justo, nec
met ultricies quis,
est a sem tincidunt
Using typography on covers

On covers, headlines are always set in the
medium weight of Gill Sans MT Pro and the
regular weight of verdana.
Using colour through headlines

Minimum point size
Headlines have the supporting colours running Text in one of our principal colours should
through them as shown in the colour section. be no smaller than 8pt. if the text is black
the minimum size can be reduced to 6pt.
Our year in brief

for 2009
adipiscing elit. Pellentesque in dui sem.
Mauris odio odio, tincidunt at lobortis a,
imperdiet dapibus lacus. Aenean et diam
ipsum, vel pellentesque lorem. Donec
metus risus, porttitor eu consectetur
egestas, rhoncus et arcu. Aliquam id enim
ac mi auctor fringilla. Vivamus a sapien
eget est vestibulum porta. Nulla facilisi.
Integer in magna est. Phasellus sem mi,
tempor eget eleifend at, tempor eu urna.
Donec sed quam a felis malesuada aliquam
ac at massa. Duis id lorem ut purus suscipit
consectetur. Nam sit amet purus justo, nec
consectetur ligula. Quisque sapien odio,
imperdiet sit met ultricies quis,
consectetur
Suspendisse aliquet urna nec lorem
egestas dignissim. Fusce in est a sem
tincidunt pulvinar. Mauris feugiat ultricies
justo, ut commodo ligula faucibus at. Duis
lacinia ullamcorper elit, consectetur porta
augue eleifend vel. Maecenas semper
euismod nunc quis tincidunt. Mauris at est
massa, id eleifend eros. Maecenas et
faucibus dolor. Nam blandit ultricies nunc,
a viverra urna lacinia vel. Phasellus
ullamcorper tincidunt blandit. Quisque ac
nisl justo. Suspendisse ut augue non ante
feugiat ornare vitae eget nisi. Phasellus
metus lacus, tincidunt nec varius at,
egestas eu diam. Pellentesque a ante odio,
at dignissim urna.
Donec vestibulum mi a ligula euismod sit
amet tristique erat fringilla. Class aptent
taciti sociosqu ad litora torquent per
conubia nostra, per inceptos himenaeos.
Vestibulum ante ipsum primis faucibus orci
luctus et ultrices posuere cubilia Curae;

Proin dictum massa non massa
condimentum id ullamcorper massa luctus.
In nec sollicitudin eros. Donec ultrices
risus nec sem consectetur nec porta urna
convallis.
tristique quis hendrerit pulvinar, luctus vel
Cras commodo, diam sed vulputate mollis,
sem mauris suscipit nibh, id sagittis lorem
orci non arcu. Suspendisse potenti.
Vivamus id imperdiet purus. Duis vitae
mauris nisl.

Mauris interdum egestas auctor. Proin sit
amet risus velit. Vivamus lectus elit,
ullamcorper vitae feugiat a, consequat ut
dui. Integer quis egestas risus. Quisque
dapibus bibendum lectus. Fusce varius
pulvinar sem id elementum.
venenatis in libero. In laoreet posuere
nulla quis commodo. Suspendisse potenti.
Aenean ante tellus, bibendum eu auctor
non, commodo vel massa. Cras
condimentum orci a nisl sollicitudin ut
gravida magna pellentesque. Nullam
volutpat neque sit amet enim accumsan
nec ultrices nisi semper. Integer mollis
nulla ac enim pellentesque gravida. Nulla

consectetur
dignissim urna.
Lorem ipsum
dolor sit amet,
consectetur
adipiscing elit
29%

consectetur
23%
4,125

dignissim urna.
Spacing
Allow plenty of clear space around headlines
to keep the layouts looking fresh and modern.
Break headlines
into short lines
to show our
colour hues
Lorem ipsum dolor sit amet, conse ctetur

adipiscing elit. Pelle ntesque in dui sem. Mauris
pellen tesque lorem. Donec metus risus,
Nulla facilisi. Integer in magna est.


Always
Learning
1 | Pearson Powerpoint | 00/00/00
Font colour
Body copy should be black. Headlines should
be one of the Pearson principal colours.
Supporting colours can be used to highlight
information. Only use one colour per spread
if possible (e.g. the range of oranges, or blues,
not a mix of orange and blue).
Point sizes
Use a consistent point size for headlines
throughout applications and another
consistent point size for body copy.
2 OUr New STrUCTUre
Verdana weight
verdana regular is used for headlines and
body copy. This is because the bold weight
is far thicker than any weight of Gill Sans
MT Pro. Only use the bold weight of
verdana to highlight quotes.
3 viS UAL TOOLK iT
Short lines in headlines

rather than typesetting a single long line,
split the headline over a few shorter lines and
introduce the colour spectrum throughout it.
p43
The Pearson font

Headlines are supposed to grab attention,
so we designed a distinctive font to do that.
The Pearson font reflects the broad, evolving
personal nature of learning. its a living font
with consistent outer shapes and a variety of
inner letters that represent all kinds of learning.
it celebrates a diversity of subjects and styles.
it should be used sparingly to make powerful
statements. we have created some words and
phrases in the Pearson font which are available
to download as an Adobe illustrator file from
the brand microsite in the Toolkit section.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p44
Pearson font character set

The Pearson font should be used sparingly
as a headline or sign-off on your marketing
and communications.
if you would like your own headline created

in the Pearson font please get in contact
with your branding representative. You will
find a list of names under the Toolkit/Pearson
font section.
The Pearson font has been designed to

reflect all kinds of learning academic, career
and life skills and is designed around five
learning themes: science, maths and business,
languages and social studies, technology and
engineering, art and culture. The character
set is limited to uppercase letterforms
numerals and basic punctuation. The learning
theme alphabets can be combined in a single
statement if desired.
Science
There are also a set of extra characters

you may wish to use for variety on your
communication.
Extra characters
Characters with accents have been created

for each of the five learning theme alphabets
as shown here.
Accents
2 OUr New STrUCTUre
The Pearson font is never used for: Company

names, Divisions, Departments, Brands
or events (e.g. Pearson, North America,
Communications, a conference).
Maths and Business

Languages and Social Studies
Technology and Engineering
Art and Culture
3 viS UAL TOOLK iT
p45
10% X
Basic principles
The Pearson font has been constructed
in Adobe illustrator as a vector outline.
10% X
each character is based on a square.

The space between each character
is 10% of the characters size.
when creating words the font needs to be

positioned and locked within a strict grid which
is included within the Pearson font artwork.
Keep the line lengths to a minimum, no more

than 20 characters in length and no more than
four lines in depth; there are four supporting
colours to use.
5% X
5% X
if you would like your own headline created

in the Pearson font please get in contact
with your branding representative. You will
find a list of names under the Toolkit/Pearson
font section.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
10% X
10% X
p46
Creating headlines with the Pearson font
You can stagger the lines of text subtly

to create a more interesting graphic or
to highlight emphasis in text.
The graphic should be coloured using a
supporting colour spectrum which relates to
the principal colour of the bar its positioned
next to. Use the first supporting colour then
continue with the next supporting colour, the
spectrum should blend from dark to light away
from the bar. Never skip a supporting colour
within the spectrum.
when positioned vertically the colours should
range from first supporting colour (dark) on
the left ranging to the light supporting colour
on the right.
These rules apply to all our typefaces:
Gill Sans MT Pro, verdana and the
Pearson font.
Principal colour
The Pearson font can be positioned

horizontally and vertically, never at an
angle unless in perspective during motion
in an animation.
Principal colour


Principal colour

Principal colour
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p47
Applying the Pearson font

Follow these simple rules to make sure we preserve the impact
of the Pearson font.
if you would like your own headline created in the Pearson font
please get in contact with your branding representative. You will
find a list of names under the Toolkit/Pearson font section.
W E T A K E I T P E R S O N A L LY
When to use the Pearson font

we can use the Pearson font at the start or end of a
communication. Headlines in adverts, presentations and
front covers of printed materials are good places to use it,
as are the home pages of websites. The Pearson font should
be used when we are speaking about learning.
Apply sparingly
we dont want to dilute the power of the font. its highly
distinctive, and it doesnt lend itself well to long paragraphs.
Avoid creating more than four lines of text with the Pearson
font. And these lines should be short themselves no more
than five words per line. This is a headline typeface.
When not to use the Pearson font

Using the font with Verdana or Gill Sans MT Pro
The Pearson font does not need to be used for every headline The Pearson font can be used as a punchy headline, and
in a single application. it should never be used for bodycopy.
can be supported by either Gill Sans MT Pro or verdana
in uppercase with tracking set to 200pt.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
With a flourish
Since were reserving the typeface for headlines, its worth
saying that our headlines have a distinctive character.
They should always express a point of view with attitude
and a touch of wit or humour. illustration can interact with
the font and should be positioned closely to the text, such
as the mortar board hanging from the P above.
Be colourful
The bar at the bottom of the page should always correspond
to the colour in the font, with the lightest supporting colour
at the top. Always place it on a cream background.
p48
Things to avoid when using the Pearson font
Do not use a different supporting colour

spectrum from the principal colour in the bar.
Do not use different secondary colours

in headlines.
Do not create your own type.
Do not overpower the font with imagery.
Do not deviate from the grid supplied with

the Pearson font artwork.
Do not use the principal colour in the bottom Do not place all the lines of a headline in a
line of the headline. Always start with the first single colour. Put each line in one colour from
supporting colour.
the supporting palette, starting with the
darkest colour.
Do not reverse the Pearson font out of

images or colours. Only use in our colour
palette on a cream background.
earson
Do not use the font to create titles

or functional headlines.
Do not combine the Pearson font with

verdana or Gill Sans MT Pro to make words.
2 OUr New STrUCTUre
Do not use for: Company names, Divisions,

Do not alter the letters within the boxes.
Departments, Brands or events (e.g. Pearson,
North America, Communications, a conference).
3 viS UAL TOOLK iT
p49
Two years later Jimmys flying. His

confidence is on the increase. Hes picking
up complex functions in a fraction of the
time and the divide between him and the
rest of the class has all but disappeared.
Above all hes enjoying it. Hes even toying
with the idea of becoming an engineer.
example applications
Whats the collective noun for a group of

Penguins? Is it a huddle? A shelf? With enough
of them, perhaps even a library? Now that our
story has reached its 75th chapter, we wonder
whether a class might fit best.
When asked what he was most proud of, our
founder Allen Lane said: "The fact that we are
regarded as possibly the greatest popular
educators in our generation."
In the next two years, the
number of English speakers in
the world will top two billion.
Nowhere is this more evident
than in China, where there will
soon be more people speaking
English than there are native
English speakers on the planet.
Learning the language can
increase the average Chinese
persons salary by 80%,
so you can see why.
Money talks too after all.
Were helping spread the word by

opening English language schools in
China and all over the world, creating
new opportunities and improving
cultural understanding. In China we
have 44 schools and counting, plus
thousands of online students using
our Wall Street English software.
Incidentally, how is your Mandarin?
Were proud to carry on this legacy as part of

Pearson, the worlds leading learning company.
So whether youre learning to read, reading to
learn, or just love burying your beak in a book
for sheer enjoyment, youre welcome to join
the class. Our storys only just beginning.
Jimmys ability with numbers was below

average. He was learning slower than the
rest of his class, and every day the degree of
his difficulty seemed to multiply.
Then he started using My Math Lab from
Pearson. It helped his teachers solve
underlying issues and adapt the curriculum
so he could learn at his own rate.
Digital advertising
Double page spread advertising
report cover
Tradeshow banners
Screensavers
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p50
Photography
when we use photography, the brief is
simple: all kinds of learning for all kinds of
people. The pictures we choose make a huge
impact on the feel of our brand, so its vital
we get the atmosphere just right. images
should capture a moment in time, and there
should be a vibrant positive feel to them
without ever feeling staged or corny.
To download Pearson photography, click here
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p 51
Photography dos and donts
Do
Dont
Capture real people learning

all over the world.
Use photography that is

not engaging or shows
uninspired people.
Look for unexpected

compositions and dynamic
angles that show an energy
or flourish.
Use uninteresting crops

or compositions.
Capture a moment in time

and be a reflection of the
real world.
Use expected staged, posed

or clichd images of learning
(avoid over-using classrooms).
Use images with a mix

of academic, life skills
and career learning.
Only use photos of children

in western schools to
show learning.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p52
Solve
the
inequality
Photography in layouts: some examples



Our year in brief

for 2009




ipsum, vel pellentesque lorem. Donec metus
risus, porttitor eu consectetur egestas,
rhoncus et arcu. Aliquam id enim ac mi
auctor fringilla. Vivamus a sapien eget est
vestibulum porta. Nulla facilisi. Integer in
magna est. Phasellus sem mi, tempor eget
eleifend at, tempor eu urna. Donec sed
quam a felis malesuada aliquam ac at massa.
Duis id lorem ut purus suscipit consectetur.
Nam sit amet purus justo, nec consectetur
ligula. Quisque sapien odio, imperdiet sit
met ultricies quis, consectetur
eleifend vel. Maecenas semper euismod
nunc quis tincidunt. Mauris at est massa, id
eleifend eros. Maecenas et faucibus dolor.
Nam blandit ultricies nunc, a viverra urna
lacinia vel. Phasellus ullamcorper tincidunt
blandit. Quisque ac nisl justo. Suspendisse ut
augue non ante feugiat ornare vitae eget nisi.
dignissim urna.

taciti sociosqu ad litora torquent per conubia
Our year in brief

for 2009
below
han the
e degree of
ab from
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vestibulum porta. Nulla facilisi. Integer in
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eleifend vel. Maecenas semper euismod
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Solve
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Jimmys ability with

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numbers
ability was
withbelow
numbers was below
average. He was
average.
learningHe
slower
was learning
than theslower than the
rest of his class,rest
andofevery
his class,
day the
anddegree
every day
of the degree of
his difficulty seemed
his difficulty
to multiply.
seemed to multiply.
Then he startedThen
usingheMy
started
Math using
Lab from
My Math Lab from
Pearson. It helped
Pearson.
his teachers
It helped
solve
his teachers solve
underlying issues
underlying
and adapt
issues
the curriculum
and adapt the curriculum
so he could learn
so at
hehis
could
ownlearn
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Two years laterTwo
Jimmys
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later His
Jimmys flying. His
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confidence
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is onHes
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increase. Hes picking
up complex functions
up complex
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functions
of in
thea fraction of the
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time between
and the divide
him and
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the him and the
rest of the classrest
hasofallthe
butclass
disappeared.
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Above all hes enjoying
Above allit.hes
Hesenjoying
even toying
it. Hes even toying
with the idea ofwith
becoming
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becoming an engineer.
Learn more at Learn
Pearson.com
more at Pearson.com
Jimmys ability with

Jimmys
numbers
ability was
withbelow
numbers was below
average. He was
average.
learningHe
slower
was learning
than theslower than the
rest of his class,rest
andofevery
his class,
day the
anddegree
every day
of the degree of
his difficulty
to multiply.
seemed to multiply.

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Inside documents and applications
inside applications more than one image can be used
per spread, and large images can be used across pages.
Double page/horizontal applications

in this example, the image is placed at the right of double page/
horizontal applications, filling a whole page. ensure that the
image doesnt cover the Pearson bar at the bottom of the page.
Learn more atLearn

Pearson.com
more at Pearson.com

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in these examples, images are at the top of single page/vertical
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69
42
dignissim urna.
Donec vestibulum mi a ligula

euismod sit amet tristique erat
fringilla. Class aptent taciti sociosqu
ad litora torquent per conubia
nostra, per inceptos himenaeos.
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faucibus orci luctus et ultrices
posuere cubilia Curae; Proin dictum
ullamcorper massa luctus. In nec
sollicitudin eros. Donec ultrices
risus nec sem consectetur nec porta
urna convallis.
Freshers
in their fifties
Suspendisse et vestibulum libero.

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orci nisl, tristique quis hendrerit
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nisl. Mauris interdum egestas auctor.
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12
34
17
bibendum lectus. Fusce varius

pulvinar sem id elementum.
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auctor non, commodo vel massa.
Cras condimentum orci a nisl
sollicitudin ut gravida magna
pellentesque. Nullam volutpat
neque sit amet enim accumsan nec
ultrices nisi semper. Integer mollis
nulla ac enim pellentesque gravida.
Nulla sit amet turpis in nibh faucibus
lacinia imperdiet et purus. Cum
sociis natoque penatibus et magnis
dis parturient montes, nascetur
ridiculus mus. Etiam at lacus non
arcu ornare pellentesque vitae at
eros. Phasellus ultrices, sapien eget
dapibus suscipit, augue enim
rhoncus ipsum, eget posuere nibh
tortor sed elit. Aliquam convallis
urna id velit rutrum vitae iaculis diam
faucibus.
98
47
with numbers
ability with
was numbers
below was below
average. He was
average.
learning
Heslower
was learning
than the
slower than the
rest of his class,
restand
of every
his class,
dayand
theevery
degree
day
of the degree of
his difficulty
to multiply.
seemed to multiply.
Then he started
Then
using
he My
started
Mathusing
Lab My
fromMath Lab from
Pearson. It helped
Pearson.
his teachers
It helpedsolve
his teachers solve
underlying issues
underlying
and adapt
issues
theand
curriculum
so he could learn
so heatcould
his own
learn
rate.
at his own rate.
Two years later
Two
Jimmys
years flying.
later Jimmys
His
flying. His
confidence is on
confidence
the increase.
is on Hes
the increase.
picking Hes picking
up complex
in a functions
fraction ofinthe
a fraction of the
time and the divide
time and
between
the divide
him between
and the him and the
rest of the class
resthas
of all
thebut
class
disappeared.
Above all hesAbove
enjoying
all it.
hes
Hes
enjoying
even toying
it. Hes even toying
with the idea of
with
becoming
the idea an
of engineer.
Learn more atLearn
Pearson.com
more at Pearson.com
with numbers
ability with
was numbers
below was below
average. He was
average.
learning
Heslower
was learning
than the
slower than the
rest of his class,
restand
of every
his class,
dayand
theevery
degree
day
of the degree of
his difficulty
to multiply.
seemed to multiply.
Then he started
Then
using
he My
started
Mathusing
Lab My
fromMath Lab from
Pearson. It helped
Pearson.
his teachers
It helpedsolve
his teachers solve
underlying issues
underlying
and adapt
issues
theand
curriculum
so he could learn
so heatcould
his own
learn
rate.
at his own rate.
Two years later
Two
Jimmys
years flying.
later Jimmys
His
flying. His
confidence is on
confidence
the increase.
is on Hes
the increase.
picking Hes picking
up complex
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time and
between
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thebut
class
disappeared.
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enjoying
all it.
hes
Hes
enjoying
even toying
it. Hes even toying
with the idea of
with
becoming
the idea an
of engineer.
Learn more atLearn
Pearson.com
more at Pearson.com
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2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p53
Illustration
we use a simple, graphic illustration style to
support our compelling and inspiring stories.
illustrations should be sophisticated and
intelligent, full of the personality, warmth
and wit of the Pearson brand. Above all they
should contain an idea that brings the content
to life intelligently.
To download Pearson illustrations, click here
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p54
Creating illustrations
Follow these simple rules when creating
illustrations. A master set has been created
and is available in the downloads section.
Fact: Fiction unlocks doors

At Pearson we believe that reading stories is key to
learning, because it allows the imagination to escape
to other worlds.
The best illustration we can think of is the story of
Terry waite. After four years solitary confinement
in the Lebanon, he had to explain his deep longing
for a good read to his captors without words.
Salvation was sketched in the shape of a small
flightless bird. And thats why Penguin is part of
our huddle.
1. What are we trying to say?

The illustration idea should always relate to
what we are trying to communicate. Think of
a concept that will illustrate the content of the
related story.
2. Think symbols
Create a shortlist of relevant symbols to
represent the content of the communication.
3. Combine
Combine the symbols in a playful and
witty way.
Try to think of universal symbols that

everyone will easily recognise.
The outcome should feel natural in many

cases one symbol should be dominant, so the
audience only notices the detail when they
look more closely. in this case they should
see the key first, then the books.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
4. Add colour (optional)

The consistent use of black helps to create
distinction for our illustration style and
balances the colourful typography.
However, we can add elements of colour if
required. This can help to link the illustration
to the colour in the bar and the text.
Always match the colour with the colour
of your headline and/or logo bar.
p55
Illustration dos and donts
Do
Dont
Create simple and intelligent

illustrations.
Be fussy or change the style

of illustration, do not create
3D illustrations.
interact with headlines and

complement the type.
Overpower the type.
Heres a
conversation
starter
Supercharging
the
subcontinent
Be relevant to the content

and place the illustrations
near the text.
Use irrelevant illustrations

or place them away from the
text if they interact with it.
Use black with a hint of colour.
Put too much colour into

the illustrations, keep them
predominantly black.
ALWAYS LEARNING
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p56
Illustration layout
illustrations should be used to bring our compelling stories
to life. Here are a few rules to consider.
Heres a
conversation
starter
Wit and personality
Small extra details, like the Penguin bookend next to Fact, can
add an element of playful wit and warmth to our applications.
These extra elements should be used sparingly and always relate
to the communication.
Interaction
The illustration can also playfully interact with the type.
The chopsticks come in and steal the quote mark, keeping
it imaginative and engaging.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
Supercharging
the
subcontinent
Scale and contrast
Consider where and how the illustration is placed next to
the type. The text should always be the dominant element,
but contrast between image and headline will create impact
and interest.
p57
4 The Pearson Brand:

key applications
p58
Stationery
Our stationery has the Pearson bar at the top and
can be in any of the four principal colours.
when youre using stationery to represent a
division or unit, the division or unit name appears
in Gill Sans MT Pro, upper case in the same colour.
if you want to create stationery for a Pearson
division or unit, you should discuss this first with
the branding representative for your region.
Please refer to Section 5: Help, please at the
end of this document for contact details.
A placeholder has been given on all templates for
the division or unit name. if you dont need to add
a descriptor, you can simply delete it.
DIVISION (OPTIONAL)
Title Name Surname

Job Title
Building name
Street
T
Town
Country
Building name
Street
T wn, City
To
Postcode/Zip Code
Country
T: +00 000 0000 0000
F: +00 000 0000 0000
www.pearson.com
w
w.pearson.com
Press release
Date Month Year
Y
HEADLINE IN VERDANA BOLD ALL CAPS
In this example, text is aligned left, in upper and lower case. The body text is set in
10pt Verdana Regular,
r with 12pt leading.
r,
Subject of letter
In this example, emphasis is achieved by emboldening. Different methods of

emphasis should not be used within the same letter.
r Capital letters are only used
r.
within references, for the beginning of sentences and for proper nouns. Punctuation
is used as shown.
Date Month Year

Y
Dear Salutation
Verdana regular,
rr, with 12pt leading. The letterhead has been designed so that it can be used
with a DL envelope. The address should ideally be no longer than six lines. If you wish to add
ensure you only ever use approved Divisional Names. Never add your own descriptor.
r
r.
Emphasis within text can be achieved by emboldening. Different methods of emphasis should
not be used within the same letter.
rr. Capital letters are only used within references, for the
beginning of sentences and for proper nouns. Allow
ow one space af
after a full stop.
signature.
It is accepted that users of this stationery who are experienced in producing correspondence
will have their own preferred layout and style. These examples are given to illustrate some
suggestions as to how the design appears when used in a particular way. If possible, however,
r
r,
the recommendations contained in these guidelines should be followed to promote greater
consistency.
Yours sincerely
Y
this is an example of bulleted text. Bullets are set in 10pt Verdana Regular,
r
r,
with 12pt leading. One full line space seperates each bullet.
this is an example of bulleted text. Bullets are set in 10pt Verdana Regular,
r
r,
Verdana Regular,
r
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Udis
busaessit.
Od eume
pBullets
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Nequatum esequi rest. Volut exerit evernatiis enditatur,
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iundest, qui ut fugit ofcte autatur,
r te ad maximus, id esequid entiam nus, ut ut
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hilliat urerfer ovidige
ENDS
For more information:
[Name Surname/ Name Surname/ Name Surname +00 000 0000 0000]
Notes for editors:
Alis digna commy num aci te faccummy nim dit ver sectem elis nulla faci exeratem
exerilisl iure dolenis adipit ut vercidunt nisl esequis nulluptat accummy nullaore
modiate min esed modit num velis ate commy nos nim ing eu facilla aut ver irit
dolorper in henis auguera estrud ming ero ex euissi te corercil eum nullut aliquat
praesectem aut autpat. For more information, go to www.pearson.com
Name Surname
Job Title
T
Division (optional)
D: +00 000 0000 0000
Legal inform
f
form
aation will go in this space, ffor example, registration
a
ation
numbers, association
a
ation
numbers, registration
a
ation
address,
banks details and any other inform
f
form
aation thaat maay be legally required for
f your foo
f ter.rr. Bank Account: 00000000000000000000
R stered Address Long First Line Address, Long Second Address, City & Post Code R
Regi
Reg Code 00000000000-0000000
Legal inform
f
form
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a
ation
numbers, association
a
ation
numbers, registration
a
ation
address,
banks details and any other inform
f
form
aation thaat maay be legally required for
f your foo
f ter.rr. Bank Account: 00000000000000000000
R stered Address Long First Line Address, Long Second Address, City & Post Code R
Regi
Reg Code 00000000000-0000000
Page 1/2
DIVISION (OPTIONAL)
Name Sur
Surname Qualific
Qualificaations (optional)
Job Title
T
Team/Depa
rtment (optional)
DIVISION (OPTIONAL)
Building name
Street
T wn, City
To
Postcode/Zip Code
Country
T: +00 000 0000 0000
F: +00 000 0000 0000
With compliments
Building name
Street
T wn, City
To
Postcode/Zip Code
Country
D: +00 000
M: +00 000
T: +00 000
F: +00 000
0000 0000
0000 0000
0000 0000
0000 0000
www.pearson.com
w
w.pearson.com
DEPARTAMENTO (OPCIONAL)
Nome Apelido Qualificaes

a
(opcional)
Ttulo
Equipa/ Departamento (opcional)
nome.apelido@pearson.com
Nome do edifcio
Rua
Cidade
Cdigo Postal
Pas
www.pearson.com
w
w.pearson.com
D: +00 000
M: +00 000
T: +00 000
F: +00 000
0000 0000
0000 0000
0000 0000
0000 0000
www.pearson.com
Please note:
Business cards are usually backed with a solid flood of colour.
However, if dual language cards are required, they can be
double-fronted, with a language on each side.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p59
Stationery
Our stationery is supplied in one or more of the following
template types, and is available in european and US formats,
and in all four brand colours.
To download Pearson stationery templates, click here
DIVISION (OPTIONAL)
DIVISION (OPTIONAL)
Building name
Street
Town, City
Postcode/Zip Code
Country
T: +00 000 0000 0000
F: +00 000 0000 0000
Title Surname
Job Title
Building name
Street
Town
Country
Building name
Street
Town, City
Postcode/Zip Code
Country
T: +00 000 0000 0000
F: +00 000 0000 0000
www.pearson.com
Legal information will go in this space, for example, registration numbers, association numbers, registration address,
banks details and any other information that may be legally required for your footer. Bank Account: 00000000000000000000
Registered Address Long First Line Address, Long Second Address, City & Post Code Reg Code 00000000000-0000000
www.pearson.com
Title Surname
Job Title
Building name
Street
Town
Country
DIVISION (OPTIONAL)
Building name
Street
Town, City
Postcode/Zip Code
Country
T: +00 000 0000 0000
F: +00 000 0000 0000
www.pearson.com
Subject of letter
Subject of letter
Date Month Year
Date Month Year
Dear Salutation
Dear Salutation
with a DL envelope. The address should ideally be no longer than six lines. If you wish to add a
Divisional Name to your address please use the field labelled Descriptor (Optional). Please
with a DL envelope. The address should ideally be no longer than six lines. If you wish to add a
Divisional Name to your address please use the field labelled Descriptor (Optional). Please
not be used within the same letter. Capital letters are only used within references, for the
beginning of sentences and for proper nouns. Allow one space after a full stop.
not be used within the same letter. Capital letters are only used within references, for the
beginning of sentences and for proper nouns. Allow one space after a full stop.
signature.
signature.
It is accepted that users of this stationery who are experienced in producing correspondence will
have their own preferred layout and style. These examples are given to illustrate some
consistency.
It is accepted that users of this stationery who are experienced in producing correspondence will
have their own preferred layout and style. These examples are given to illustrate some
consistency.
Yours sincerely
Yours sincerely
Name Surname Qualifications (optional)

Job Title
Division (optional)
Name Surname Qualifications (optional)

Job Title
Division (optional)
D: +00 000 0000 0000

D: +00 000 0000 0000

Registration Address Long First Line Address, Long Second Address, City & Post Code Reg Code 000000-00000
Registration Address Long First Line Address, Long Second Address, City & Post Code Reg Code 000000-00000
1. Pre-printed template
Adobe InDesign files (artwork file), professionally printed
in advance.
2. Typing guide template for pre-printed stationery

Microsoft Office 2003 files for overprinting onto
pre-printed stationery.
Stationery templates with the logo, headers and footers printed

in advance by a professional printer are known aspre-printed
stationery. You may decide to only pre-print the logo, however,
and use the digital template for all other content. each template
has placeholders for the contact information for the printer/
designer to typeset. if any of this information does not need
to be pre-printed, instruct the printer or designer to delete it.
Pre-printed stationery should be professionally printed using
the correct Pearson colours and print fonts.
if your pre-printed stationery contains the logo, header and

footer, you can use the typing guide template. You will not
see the Pearson logo bar on these templates.
Typing guide stationery templates available: letterhead
and press release.
3. Digital template
Microsoft Office 2003 files for sending electronically.
These templates are used in instances when you need
to use or send your stationery electronically (for example
when sending a letter via email). Unlike the typing guide
templates, digital templates contain the logo, header, footer
and a typing guide. The logo bar does not go to the edge as
conventional printers cannot print to the edge of the page.
Digital stationery templates available: letterhead, press
release, memo and fax.
Pre-printed stationery templates available: letterhead,

press release, compliment slip, business card and envelopes.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p60
Desktop applications
Desktop applications, such as screensavers, email signatures
and desktop images, should use the full toolkit detailed in
these guidelines.
To download a Pearson email signature template, click here
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur eget eros dolor. Proin pulvinar
adipiscing est egestas rhoncus. Etiam at sem nec purus eleifend auctor. Nam sed justo orci, in
aliquam augue. Aliquam risus orci, fringilla ut semper sit amet, fringilla eget lectus. Integer hendrerit
dictum libero, et tincidunt tellus luctus eu.
Vivamus et elit turpis. Duis quis felis ipsum. Morbi nec rhoncus ipsum. Aenean arcu urna, cursus sed
vulputate ac, congue in lorem. Sed eleifend mollis ipsum, in venenatis augue bibendum ac. Maecenas
porttitor feugiat eros, eget porttitor ipsum tristique at. Aliquam mollis hend.
Donec tempor iaculis erat at laoreet. Proin est velit, posuere a scelerisque nec, rhoncus at orci. Etiam
rhoncus, purus et placerat consectetur, est dolor feugiat dui, sit amet congue sapien lectus vel tortor.
Name Surname
Job title
Descriptor (optional)
Company name (optional)
www.divisionalcompany.com (optional)
Building name (optional) Street
Town, City
Postcode/Zip Code
Country
E: Name.surname@companyname.com (optional)
D: +00 0 00 0000 0000
M: +00 0 00 0000 0000 (optional)
T: +00 0 00 0000 0000 (optional)
F: +00 0 00 0000 0000 (optional)
Pearson
Always Learning
Learn more at www.pearson.com
A single statement for either an accreditation, award, marketing or celebratory comment
- do not use images - do not add any further statements
Please see our brand microsite for a step-by-step guide

on how to create your email signature for PC and Mac.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p 61
Films and animations

The same basic elements in these guidelines
should also be used to bring animations and
films to life in an engaging and entertaining
way, as seen below in screen shots from
the Pearson brand film.
The cream background is given a slight gradient You will find further guidance in our video
guidelines also available on the brand microsite.
to make it look more modern for moving
image backgrounds.
2 OUr New STrUCTUre
visit the brand microsite to download the

Always learning animatics or click here.
3 viS UAL TOOLK iT
p62
event collateral
For large events with lots of pieces of collateral,
use the four colours evenly across applications.
Invitation to a dinner
Day of event 1st Month
Time of event
Address Line, Name of Street
Area of event, AB1 2CD
Dress: Informal
Table 1
Name Surname
Name Surname
Name Surname
Name Surname
Table 2
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Table 4
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Table 5
Table 7
Name Surname
Name Surname
Name Surname
Name Surname
Table 3
Name Surname
Name Surname
Name Surname
Name Surname
Table 6
Table 8
2 OUr New STrUCTUre
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Name Surname
Table 9
3 viS UAL TOOLK iT
Name Surname
Name Surname
Name Surname
Name Surname
p63
Trade shows
it is vital that we create a coherent brand
experience at trade shows. Consider the best
way to engage your audience across traditional
signage and banners along with creative digital
interactive elements that can show attendees
our playful personality.
You wil find further guidance in our Tradeshow
& event guidelines on the brand microsite.
This document is highly confidential and for use only by Pearson

employees and their nominated agencies. The imagery used in these
guidelines is purely for illustration purposes only.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p64
Banners
Banners for a trade show, conference, or
office should be a simple, clear and exciting
touchpoint of our brand.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p65
Brand advertising
The Pearson font plays a prominent role
in print and digital advertising.
Whats the collective noun for a group of

Penguins? Is it a huddle? A shelf ? With enough
of them, perhaps even a library? Now that our
story has reached its 75th chapter, we wonder
whether a class might fit best.
When asked what he was most proud of, our
founder Allen Lane said: "The fact that we are
regarded as possibly the greatest popular
educators in our generation."
In the next two years, the
number of English speakers in
the world will top two billion.
Nowhere is this more evident
than in China, where there will
soon be more people speaking
English than there are native
English speakers on the planet.
Learning the language can
increase the average Chinese
persons salary by 80%,
so you can see why.
Money talks too after all.
2 OUr New STrUCTUre
Were helping spread the word by

opening English language schools in
China and all over the world, creating
new opportunities and improving
cultural understanding. In China we
have 44 schools and counting, plus
thousands of online students using
our Wall Street English software.
Were proud to carry on this legacy as part of

Pearson, the worlds leading learning company.
So whether youre learning to read, reading to
learn, or just love burying your beak in a book
for sheer enjoyment, youre welcome to join
the class. Our storys only just beginning.
Incidentally, how is your Mandarin?

3 viS UAL TOOLK iT
p66
Marketing and communications

The principal colours can be used in
communication across the Pearson brand.
You can use more than one colour for each
communication, but try to keep to one colour
spectrum per page, chapter or spread. in the
example shown here, the purple is used in the
illustration, the bar and the Pearson font on the
cover and the green is used in the graph and
text to match the image on the inside spread.
Avoid overusing all the colours at once. Aim to
keep each spread or section harmonious in tone.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p67
Marketing & communications: cover designs

Cover designs should offer impact through
use of a strong headline or image whilst being
balanced with sufficient use of white space.
DIVISION NAME
DIVISION NAME 1
DIVISION NAME 2
DIVISION NAME 3
The Asia Pacific

Sales Conference
Shangri-la Hotel
Kuala Lumpur
Online course
directory
Communicate
History at a glance
Online course
directory
Front cover examples showing 4 column grid and varied options for layout (see next page for grid layouts)
DIVISION NAME 1
Praesent vitae tortor ipsum, et viverra

turpis. Vivamus pellentesque dictum
convallis. Nam scelerisque tortor pulvin
ar orci facilisis aliquet.
Vestibulum pharetra ultrices erat, eget
elementum justo mollis cursus. Nulla
posuere rutrum lorem, tempor vehic
ula felis condimentum dapibus.
Address Line One
Address Line Two
Zip Code / Country
Name here +000 0000 0000 or
Name here +000 0000 0000
DIVISION NAME 2
Address Line One

Address Line Two
Zip Code / Country
Name here +000 0000 0000 or
Name here +000 0000 0000
Company contacts
during the conference
DIVISION NAME 3
If you have any enquires during

the event, please contact:
Address Line One

Address Line Two
Zip Code / Country
Address Line One

Address Line Two
Zip Code / Country
Name here +000 0000 0000 or

Name here +000 0000 0000
Name here +000 0000 0000 or

Name here +000 0000 0000
Pearson
Pearson
Pearson
Pearson
Address Line One

Address Line Two
Zip Code / Country
Address Line One

Address Line Two
Zip Code / Country
Address Line One

Address Line Two
Zip Code / Country
www.pearson.com
www.pearson.com
www.pearson.com
Address Line One

Address Line Two
Zip Code / Country
DIVISION NAME
www.pearson.com
Back cover examples showing 4 column grid and address options (see next page for grid layouts)
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
p68
Marketing and communications:

considering hierarchy
its important to consider the hierarchy
of information before creating any piece
of communication for Pearson. This will
help to ensure that your key message is
communicated effectively.
Below are a few examples showcasing how
hierarchy can assist with cover layouts.
Lorem adipiscing
et agestas
Sub-head offering
more detail
DIVISION NAME
to
o
h
P
DIVISION NAME
Lorem ipsum
dolor sit amet
mauris risus
1
Lorem ipsum
dolor sit
Sub-head offering
more detail
Lorem ipsum
dolor sit
Sub-head offering
more detail
DIVISION NAME
DIVISION NAME
1
DIVISION NAME
Sub-head offering
more detail
to
o
Ph
Lorem ipsum
dolor sit
Sub-head offering
more detail
to
o
h
P
to
o
h
P
Lorem ipsum
dolor sit
Sub-head offering
more detail
DIVISION NAME
Corporate example
Division example
Division example
The headline and key message need to remain

at the forefront to ensure your message is not
lost. Allow for adequate white space and
balance between any copy and image. The
image should work with your core message
and assist with communicating the hierarchy.
its extremely important to be aware of

hierarchy when designing a cover for a
division/unit/imprint. Again, the key message
should be most prominent followed by any
supporting text and then the division, unit or
imprint name. Here, the illustration works
alongside the headline as the core message.
The above example shows a cover using a

photograph rather than illustation.The same
hierarchy rules apply.
2 OUr New STrUCTUre
3 viS UAL TOOLK iT
As a general rule, the visual prominence

should support the following flow/order:
1
Headline (core creative message for

communication)
illustration or photographic image and

then re-annotate everything
Sub-heading (supporting functional copy)

Division, unit, imprint name (identifier)
p69
Marketing & communications: spreads

we use a four column grid system on A4
printed collateral. Make good use of the grid
in order to create hierarchy in the content.
Always Learning
About us
Allow your layout to breathe, never clutter your

page with too much information and remember
that you can use the grid in different ways to
provide diversity in pages.
We believe in learning.
All kinds of learning for all kinds
of people, delivered in a personal style.
We believe in its power to change
lives, to open doors, to break down
barriers, build societies, and offer hope
and possibility.
Try to vary the scale of imagery depending on

page content. where possible, scale imagery
to add impact and dynamism.
Colour should be used in a harmonious manner.
Avoid using too many colours in one spread and
allow for chosen colours to complement any
imagery in the layout
Colour can assist with adding distinction where
needed. For example, when two products live
along side one another and differentiation
is needed.
Praesent sit amet fermentum iaculis vitaeturpis.

Aliquam at dolor iaculis vapien, sodales eros.
Praesent sodales arcu eget ipsum urna hend
rerit ut volutpat nulla ornare. Morbi orn etn
are sodales urna nulla ornar suscipit adipiscing.
Nulla ut dui mi. Aliquam dolor quam, tempus
non tristique eget, dolor iaculisiaculis vitae lectus.
Nulla sed dictum massa. Turpis turpis aculis,
egestas cursus eleifend eu, pulvinar vitae lectus.
Nunc felis urna nulla ornar, facilisis eget lao reet
ut, varius venenatis arcu. Nulla nisl arcu, bibe
ndum ac vulputate non.
ASK YOURSELF
Amet fermentum iaculis vitaeturpis liquam at
dolor iaculis vapien, sodales eros. Praesent
sodales arcu eget ipsum urna hendrerit ut volutpat
nulla ornare. Morbi orn etnare sodales urna nulla
ornar suscipit adipiscing. Nulla ut dui mi. Aliquam
dolor quam, tempus non tristique eget, dolor
iaculisiaculis vitae lectus. Nulla sed dictum massa.
adipiscing elit.
WOULD YOU LIKE TO...
Quisque consequat, nunc in blandit facilisis:

Fronter
Pearson LearningStudio
2009, 2007, 2006, 2004 European Seal of E-Excellence

Award, Gold
2010 IMS Learning Impact Award - Gold, DeVry University
2008 European Seal of E-Excellence Award, Silver
2009 IMS Learning Impact Award - Platinum, University of

Alabama
2010 (SIIA) CODiE Award - Finalist
Equella
PowerSchool
2010 IMS Learning Impact Award - Gold, DeVry University
2002 CODiE Winner
2010 IMS Learning Impact Award - Bronze, Tasmanian

Polytechnic
2003 CODiE Winner
2010 Tasmanian Export Award Winner
2005 Media and Methods Winner
2009 APICTA Award, eLearning
2005 CODiE Winner
2005 Tech and Learning Winner
2009 IMS Learning Impact Award, Best Institutional

Repository, Coventry University
Turpis turpis aculis, egestas cursus eleifend eu,

pulvinar vitae lectus. Nunc felis urna nulla ornar,
facilisis eget laoreet ut, varius venenatis arcu. Nulla
nisl arcu, bibendum ac vulputate non. Sed tincidunt
condimentum est in laoreet. Proin bibendum sod
ales nisl, nec ullamcorper mauris mollis in. Qui
que imperdiet elementum eros, id posuere
purus ultrices sed.
Andrew Macauley
Director of Common Business Initiative
British Columbia Department of Education
A sample of our proudest achievements:
British Educational Communications and Technology Agency

(BECTA) Certified Learning Platform Services Supplier
The Asia Pacific Sales Conference 2011
Lorem ipsum dolor sit amet, consectetur.

mus pellentesque nunc et erat ullamcorper.
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esent ut nibh vitae lacus ali.
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Mi dapibush vitae lacus aliquet.
Fusce felis mi, volutpat sed viverra at, euismod in

lectus. Mauris eget sem mauris, in molestie nulla.
Nullam fermentum, erat vitae ullamcorper faucibus,
sapien erat lobortis eros, id scelerisque augue enim
eu sapien. Quisque et facilisis lorem. Etiam vehicula
leo nec ligula pretium eleifend. Nunc id arcu est,
commodo hendrerit ipsum. Lorem ipsum dolor sit
amet, consectetur adipina elit.
Maya Mitkova
Gulf University for Science and Technology
Kuwait
Title of document here | 00
Hotel Information
consectetur adipiscing elit
Nam vitae urna eget lorem
T: (00 0) 0000 0000
F: (00 0) 0000 0000
The objectives
of our new brand
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lorem suscipit pellentesque. Aenean nec dapibus turpis.
Sed eu orci lacus. Suspendisse potenti. Nulla facilisi. Donec eros purus,
facilisis id vulputate non, elementum in ligula.
Class aptent taciti sociosqu ad litora torquent per conubia nostra.
Per inceptos himenaeos. Nulla rutrum, lectus viverra tincidunt dapibus,
mauris odio iaculis lectus.
Nulla rutrum, lectus viverra tincidunt dapibus, mauris odio iaculis lectus,
sit amet hendrerit diam massa sit amet orci.
General Information
Hotel Information
Transport


adipiscing elit. Nam vitae urna eget lorem.
Hotel:
- Lorem ipsum dolor sit amet, consectetur
adipiscing elit am vitae urna eget lorem
T: (00 0) 0000 0000

F: (00 0) 0000 0000
Sessions
Dress Code
Mobile Phones
Pellentesque euismod adipiscing dui eu viverra.
Cras eleifend varius aliquet. Pellentesque ut
mattis felis. Fusce pharetra nulla in sapien
vehicula vestibulum.
Expenses
Integer id nibh massa, ac tempus tellus. Aliquam
a ipsum massa. Aenean nec turpis mauris.
adipiscing elit
- Cras eleifend varius aliquet
- Pellentesque euismod adipiscing dui eu
viverra. Cras eleifend varius aliquet.
Lorem ipsum dolor sit amet, consectetur adipis

cing elit. Cras hendrerit sodales elementum.
Nulla mauris nisi, dignissim ac sagittis et,
vestibulum ut ante. Donec laoreet egestas dui,
vitae sodales diam bibendum vel. Fusce placerat
nulla sit amet sem tempor vitae tristique odio
molestie.
Duis porttitor, urna at vulputate facilisis, enim
nisi laoreet nisi, id tempus dui mi id lectus. Sed
accumsan velit eget libero ornare in viverra est
mattis. Proin congue auctor eros ac elementum.
Curabitur mauris dolor, aliquet id cursus in. Etiam
suscipit, mauris non dictum faucibus, magna
neque mattis ligula, vel interdum enim mi sed
lacus. Proin accumsan commodo cursus.
2009
m
2008
m
Headline
growth
Sales
0,000
0,000
00%
0%
Adjusted operating profit
000
0,000
00%
0%
000
000
2009 Adjusted operating profit
858m
+4%
00%
000
00%
000
000
00%
Total free cash flow
000
000
00%
Return on invested capital
0,000
000
00%pts
00%
+11%
00%
Adjustment operating profit
000
000
Operating profit
0,000
0,000
000
0,000
00%
Basic earnings
per share continuing
000
000
00%
Statutory results
Cash generated
from operations
000
000
00%
Dividend per share
000
000
00%
14%
5%

Country
Nam vitae urna eget lorem suscipit pellentesque. Aenean nec dapibus turpis.
Sed eu orci lacus. Suspendisse potenti. Nulla facilisi. Donec eros purus, facilisis
id vulputate non, elementum in ligula. Class aptent taciti sociosqu ad litora
torquent per conubia nostra. Per inceptos himenaeos.
18%
10%
65%
12%
67%
Chairmans statement
Sales m
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accumsan id est. Fusce congue ultricies purus, ut
feugiat purus pulvinar at. Etiam suscipit, mauris
non dictum faucibus, magna neque mattis ligula,
vel interdum enim mi sed lacus. Proin accumsan
commodo cursus. Nullam a enim eget sapien
tincidunt luctus. Vestibulum ante ipsum primis in
faucibus orci luctus et ultrices posuere cubilia
Curae; Nulla mollis ligula turpis, in viverra magna.
2009 by business
Education 3,783m
FT Group 842m
Penguin 1,002m
Pearson
(continuing operations)
Sales
+19%
Donec laoreet egestas dui, vitae sodales diam

bibendum vel. Fusce placerat nulla sit amet sem
tempor vitae tristique odio molestie. Duis
porttitor, urna at vulputate facilisis, enim nisi
laoreet nisi, id tempus dui mi id lectus. Sed
Curabitur mauris dolor, aliquet id cursus in,
blandit at orci.
Curabitur metus nisi, blandit eget scelerisque
eget, consectetur vitae eros. Ut rutrum elit vel
massa cursus id eleifend eros dictum. Nunc quis
sapien eu turpis imperdiet viverra vitae ac nibh.
Donec tincidunt nisi cursus elit eleifend dictum.
68%
Adjustment operating profit m

Pearson
(continuing operations)
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eget lorem suscipit pellentesque. Aenean nec dapibus turpis. Sed eu orci
lacus. Suspendisse potenti. Nulla facilisi. Donec eros purus, facilisis id
vulputate non, elementum in ligula. Class aptent taciti sociosqu ad litora
torquent per conubia nostra. Per inceptos himenaeos.
00 | Title of document here
2009 by business
Education 3,783m
FT Group 842m
Penguin 1,002m
Education
Education
Penguin
FT Group
FT Group
Penguin
Ignissim ac sagittis et, vestibulum ut ante etn.

Donec laoreet egestas dui, vitae sodales diam
bibendum vel. Fusce placerat nulla sit amet sem
tempor vitae tristique odio molestie.
Duis porttitor, urna at vulputate facilisis, enim
nisi laoreet nisi, id tempus dui mi id lectus. Sed
Curabitur mauris dolor, aliquet id cursus in.
Etiam suscipit, mauris non dictum faucibus,
magna neque mattis ligula, vel interdum.
Urna at vulputate facilisis, enim nisi laoreet nisi,
id tempus dui mi id lectus. Sed accumsan velit
eget libero ornare in viverra est
Pearson plc Annual report and accounts 2009
2 OUr New STrUCTUre
Phasellus porttitor arcu a odio

mattis lobortis non vitae ante.
Ut non nisi ut elit sagittis
venenatis ac sit amet nisi.
Company contacts
15%
2009 by region
North America 3,663m
Europe 1,222m
Asia 3,663m
RoW 220m
Curabitur ultrices nunc nec

nulla volutpat eu gravida lacus
hendrerit. Donec venenatis
porttitor lorem, eu porta arcu
viverra sit amet. Nam ac lorem
orci, quis viverra quam.
Consectetur adipiscing elit. Cras hendrerit

sodales elementum. Nulla mauris nisi.
Adjusted earnings per share 000
Profit before tax
7%
Nulla metus mi, lobortis quis

semper non, imperdiet sed nisl.
Suspendisse accumsan tellus
quis dui viverra dapibus. Nulla
facilisi. Sed vel risus eu justo
molestie consequat sit amet ut
dui. Aenean mattis consequat
libero ut laoreet.
If you have any enquires during

the event, please contact:
65%
2009 by region
North America 3,663m
Europe 1,222m
Asia 3,663m
RoW 220m


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Our record
Average annual growth in headline terms
2004-2009
Operating cash flow
Net debt
4%
9%
22%
Floor Plans
Important Numbers
CER
growth
Business performance
Adjusted profit before tax
5.6bn
+4%
Monday 24th
Check out
2009 Sales
SHANGRI-LA

00 | Title of document here
Financial
Highlights
Notes
AGENDA - January 2011
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Name One +852 6397 0654 or

Name Two +865 9842 2297
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Product 2
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Because wherever learning flourishes,

so do people.
Pearson is the worlds leading education company,
offering collaborative teaching and learning solutions
for on-campus, online, and blended learning
environments. Our award-winning educational
technologies from EQUELLA, Fronter, Pearson
LearningStudio and MyLabs are used by millions
worldwide because we ensure our products are
easy-to-use, client-driven, scalable, and reliable.
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Product 1
Section One | 07
3 viS UAL TOOLK iT
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Pearson plc Annual report and accounts 2009
p70
Pearson.com
Our websites capture and communicate the spirit of our
brand, with a single focus on the home page to feature a
specific learning story. we use the bar at the top as the
main navigation, and the logo sits on the left side. we use
verdana for all online applications and every page should
have a cream background.
website content should be centred within the browser

window to allow for maximum visibility when being viewed
across all types of digital devices.
You will find further guidance in our Online Guidelines
on the brand microsite.
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p71
PowerPoint
we have two PowerPoint template types
available: a detailed template for more
complex presentations and a light-touch
template. Both template types have been built
for MS Office 2003 and are available in each
of the four brand colours so you can choose
which version you want to use.
All templates have been pre-set with our
brand elements and contain guidance for
font sizes and layout.
General hints & tips
when creating a new presentation always
download the master template rather than
re-saving an existing document; this will
ensure that the correct formatting is in place.
when copying and pasting a slide, select the
option Keep source formatting to ensure
that the formatting, e.g. colour background,
is maintained.
Font
Always use our system font verdana
in PowerPoint.
Title slide
There are two title slides available in the
template:
1
The first one shows our strapline

Always learning in the Pearson font.
This isnt a mandatory slide but it
can be used as an intro slide for your
presentations.
The second title slide is an editable

slide, which can be used to write your
presentation title. Our title slides are
always placed on a cream background.
The logo bar

in PowerPoint, the logo bar device appears
on every slide and can be used to contain
the slide number, date and presentation title
instead of the strapline.
Colour usage
Always use the brand colour you have selected
throughout the presentation rather than
introducing other brand colours. For example,
if you have chosen the orange template, use
orange for the slide titles and to highlight
important information.
Charts and Diagrams

Charts and diagrams should use tints of the
chosen brand colour. Make sure bar charts
always build from light to dark. Pie charts
should build from dark to light as shown here.
However, if you need to create further
differentiation you can use the colour
options in the charts.
To download Pearson PowerPoint templates,
click here
Content slides
The content slides use a white background
to ensure maximum legibility of content
on-screen.
2 OUr New STrUCTUre
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p7 2
Additional concepts
The Pearson brand can be brought to life in a series of physical
applications. Here are some ideas.
For further guidance on environments, please download
the Building & environments guidelines.
wristbands modelled on the Pearson bar.
Seats modelled on the Pearson font.
Childs letter blocks made from the

Pearson font.
Pearson branded pens.
Pearson exhibition on the origins of learning.
Pearson reception area.
A Pearson-branded corporate gift.
Pearson branded t-shirts.
2 OUr New STrUCTUre
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p7 3
5 Help, please
Please visit the Pearson Brand microsite to
download logo artwork files, photography,
illustrations and templates.
brand-microsite.pearson.com
If you need a helping hand, please
contact the Brand Team in your area:
PEARSON
PEARSON INTERNATIONAL
PEARSON NORTH AMERICA
THE PENGUIN GROUP
Rosina Merrett
+44 (0)20 7010 2315
rosina.merrett@pearson.com
Sue Coulthard
+44 (0)20 7190 5067
sue.coulthard@pearson.com
Gary June
+1 201 236 7888
gary.june@pearson.com
Rebecca Sinclair
+44 (0)20 7010 4279
rebecca.sinclair@uk.penguingroup.com
Thomasina Coombe
+44 (0)20 7010 2319
thomasina.coombe@pearson.com
For design and tone of voice enquiries:

brandenquiries@pearson.com
(please include your name, region
and business unit in your enquiry)
Jessica Galvano
D: +1 201 236 6792 (USR)
T: +1 212 641 6179 (NY)
jessica.galvano@pearson.com
THE FINANCIAL TIMES GROUP

Emma Gilpin-Jacobs
+44 (0)20 7873 4447
emma.gilpin-jacobs@ft.com
EDEXCEL
The Edexcel brand guidelines can be
downloaded from the Pearson UK intranet.
p74

Pearson Brand Guideline

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Pearson Brand Guideline

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The Pearson

1 Overvie w AND OBJeCTiveS

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Summary of updates to guidelines

1 Overvie w AND OBJeCTiveS

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How to use these guidelines

whenever you see copy thats underlined, you can

The guidelines will be applied somewhat differently in

There are brand assets (artwork, templates, photographs

weve organised the guidelines to help you get to the

(A word on language: weve written the guidelines in english

4 A note from Marjorie

1 Overvie w AND OBJeCTiveS

Please contact them to discuss the appropriate treatment

2 OUr New STrUCTUre

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A note from Marjorie

1 Overvie w AND OBJeCTiveS

were a commercial organisation, of course, but as youve

Not only do we want Pearson to do that, we want Pearson

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1. To make Pearson stand for all kinds

1 Overvie w AND OBJeCTiveS

2 OUr New STrUCTUre

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What we stand for

1 Overvie w AND OBJeCTiveS

2 OUr New STrUCTUre

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2 The Pearson brand:

1 Overvie w AND OBJeCTiveS

2 OUr New STrUCTUre

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Products and services within the education

Businesses within our education company will

Brands outside the education company

There will remain a few standalone brands

The following pages contain more information

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2 OUr New STrUCTUre

1 Overvie w AND OBJeCTiveS

Our new structure

we are undergoing a process to establish which education

Pearson brand or endorsed brand?

1 Overvie w AND OBJeCTiveS

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Sometimes, we publish or provide services

The Pearson brand: corporate

1. when the logo bar is used to endorse a strong

D: +00 (0)00 0000 0000

Title Name Surname

Emphasis within text can be achieved by emboldening. Different methods of emphasis

D: +00 (0)00 0000 0000

1 Overvie w AND OBJeCTiveS

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The Pearson brand: divisions and units

new Pearson: Divisions

new Pearson: Units