→ CORPORATE → VISUAL → IDENTITY → MANUAL This Corporate Identity Manual is based on an analysis of ESA’s assets, values and aspirations. Its aim is to sharpen awareness and strengthen ESA’s brand in Europe and around the world. The new ‘image’ communicates a set of brand values that are derived from our culture, history and ambitions. These brand values should drive every activity.DIFFERENTIATING VALUESThe three most important values – the ‘differentiating values’ – are those to be used for future positioning and to differentiate our organisation from others in the same ‘business’.These values are translated into the basic elements of design: EUROPEAN VISIONARY HUMAN They merge into the ‘brand idea’: SHARING SPACE Shaping and sharing space, bringing space ‘closer’ to the citizens of Europe and the world. In ESA, we Europeans are working together, building on and using our different talents. We are visionary in setting new challenges and creating a view of the future. We go into space with a human perspective, because we want to bring the benefits back to Earth. EUROPEAN This is an attitude of colourful multicultural cooperation, recognising the best qualities of nations, but not their borders. We come from different origins, with different sensitivities – but we join forces with a common goal. Our differences become major assets, because the solutions we create are rich with experiences.Motto of the European UnionUNITED IN DIVERSITY VISIONARY We are a step ahead in ideas, creating a clear and distinctive view of the future. We set new challenges that demand intelligence, imagination, competence and commitment.Albert EinsteinTHE TRUE SIGN OF INTELLIGENCE IS NOT kNOwLEDGE bUT IMAGINATION HUMAN We are approachable and understanding, working to improve the quality of life and secure the well-being of people, not just in Europe, but around the world. We are an organisation founded on cooperation. Cooperation means being open and sensitive to others’ concerns, understanding and respecting differences.Marie CurieYOU CANNOT HOPE TO bUILD A bETTER wORLD wITHOUT IMPROVING THE INDIVIDUALS. EACH OF US MUST wORk FOR HIS OwN IMPROVEMENT AND, AT THE SAME TIME, SHARE A GENERAL RESPONSIbILITY FOR ALL HUMANITYCORE bRAND VALUESThese are the corporate values that describe our organisation’s ‘personality’. They should be the basis of the image we want to present to the public and our stakeholders. They are about how we go about our business and how we want to look. PIONEERINGLeading in discovery and being first in achievements.INSPIRING Helping people all over the world, young and old, to understand and be involved in space. GUIDINGShaping and sharing space, directing space activities for the benefit of all.STRATEGICSeeing the ‘bigger picture’, planning cooperation and communication to meet our objectives.PROUD Conscious of our role...
