I. Introduction
Welcome to the Content Creators Guide to Morphoses, a comprehensive guide designed to maintain the integrity and consistency of our brand throughout the course materials. In the dynamic field of online education, particularly in the area of human skills, the way we present our content is as critical as the content itself. This guide serves as a map for aligning your creations with the Morphoses identity, ensuring that each course educates and resonates with our learners.
The purpose of this guide is twofold: to maintain a consistent image of Morphoses that our students have come to trust and to ensure that the quality of course creation meets the high standards Morphoses has set. By aligning with the brand identity, you contribute to a cohesive learning experience that embodies our mission, vision, and values.
II. Understanding the identity of Morphoses
A. Overview of the brand
At Morphoses, we are more than just an educational platform; we are a catalyst for transformation. Our mission is to empower the next generation of professionals by mastering essential human skills. We believe in the power of creativity, resilience, and curiosity as cornerstones of learning and personal growth.
Our vision is to create a world where learning is not just about acquiring knowledge but about inspiring change and fostering personal growth. We value originality, happiness, and self-awareness and strive to cultivate these qualities in our students.
B. Morphoses personality
Morphoses is characterized by a vibrant and dynamic personality. We are a brand that celebrates creativity and encourages out-of-the-box thinking. Our tone is enthusiastic, friendly, and inspiring, designed to motivate learners to explore their potential and discover their unique voices.
We believe in making learning an enjoyable and exciting experience. Our approach is not single-minded; it is tailored to spark curiosity and foster a love of learning. At Morphoses, every learner's journey is a transformation into a more confident, creative, and capable individual.
III. Basic Elements of Visual Branding
A. Logo placement in presentations
Logo placement:
The logo should be placed in the center and bottom of each slide. This position is visually prominent and maintains logo visibility throughout the presentation. If this is not possible, you may use the bottom left or bottom right positions.
Breathing from the borders:
Ensure that there is a margin of at least 1 cm (10 mm) from the boundaries of the slide. This space prevents the logo from cramming and maintains a clean, professional appearance.
Logo size consistency:
The logo must be consistently sized across all slides. The recommended size is approximately w:300, h:43. This size is visible without overpowering the slide content.
✅Correct way to place a logo:
❌Wrong way to place a logo:
Colour variations of the logo:
The logo's main colour is black and should be used on light backgrounds.
For slides with dark backgrounds, use the white or purple version of the logo to ensure that it stands out clearly.
Examples:
✅Correct colour scheme on background and logo
❌Wrong color scheme in background and logo
Find all the logos here.
Always make sure that the color of the logo contrasts well with the background for maximum visibility. ⚠️
Warning: The logo that is just the icon (without the word “morphoses" should be avoided in presentations. It is rarely used, only in situations where there is no other option, and is not recommended for use in presentations.
Avoiding distraction:
The logo should not distract from the content of the slide. Ensure that it blends seamlessly with the slide design while still being visible.
Consistency across all slides:
Maintain the same logo placement and size on each slide to ensure a consistent and professional look throughout the presentation.
Β. Color palette
Dominant colors
Our primary colors are the mainstay of Morphoses' identity, embodying our tone of voice. These colors are used in a dominant position across all our platforms and materials, ensuring instant recognition and a strong Morphoses presence.
Use of primary colors:
Our primary colors are used in important design elements, such as backgrounds and headings. They are the first colors our audience sees and associates with the brand.
In the image below, you can see the colors and HEX codes.
Secondary colors
While primary colors define the brand identity, secondary colors add depth and flexibility to our visual narrative. These colors complement and enhance our primary palette, providing additional ways to engage our audience.
Use of secondary colors:
Highlighting: secondary colors are ideal for highlighting important information, creating accents in graphics, and drawing attention to key elements of our material.
Visual harmony: These colors are designed to work harmoniously with our primary colors, ensuring a cohesive and aesthetically pleasing look across all materials.
Versatility: Secondary colors offer design flexibility, allowing creative expression while remaining true to the overall look and feel.
In the image below, you can see the colors and HEX codes and the use of each color.
Note: We use the blue shades to give information and the orange for warning. The green tones to indicate correct, while the red tones to indicate error
C. Printing instructions
At Morphoses, we have chosen the Averta font to communicate clarity, professionalism, and accessibility in all our materials. Averta's clean and modern design aligns perfectly with Morphose's elements, making it an integral part of our visual identity.
Use of the Averta font:
Font variations: The Averta font is available in various styles, offering flexibility for different types of content. You can download each version to ensure consistency across applications.
Bold titles: For headlines and headings, use Averta in its bold-variant. This creates a strong visual impact and ensures that headlines are attention-grabbing and easy to read.
Body text: Use Averta in its regular or light variant (when appropriate) for regular text. This ensures that text is legible and easy on the eyes, making our content accessible and enjoyable.
✅Correct Font
❌Wrong Font
Instructions for font size:
Headlines and headings: for headlines and headings, use Averta bold and a font size of 70 px on the home page. For headings within the presentation, use the boldface font and 60 px. This size ensures that headings are prominent and effectively draw attention.
Body text: body text should be easily readable. Use Averta in regular or light variation with a font size of 30-40 px. This size achieves a balance between readability and space efficiency.
Small fonts: Avoid using very small font sizes, smaller than 20 px. Keep any small text, such as footnotes or disclaimers, above 15 px to ensure readability.
Guidelines for each age group:
For ages 6-8: Our younger students benefit from a larger text. Use font sizes of approximately 60-70 px for headings and at least 35-40 px for the main text. This larger size helps with readability and comprehension for children who are still developing their reading skills. The presentation should consist mainly of graphics - and very few words.
For ages 9-11 years old: Slightly smaller font sizes can be used, as these students are more comfortable with reading. We recommend 50-60 px for headings and 30 px for the main text. In this age group, balance the text with the graphics.
For ages 12-14 and 15-17: Standard font sizes (as mentioned above) are appropriate, as these age groups are comfortable with smaller text. However, ensure key information stands out with larger sizes or bold formatting. For this age group, create eye-catching content that will grab their attention and is in adult standards but with age group references.
General typography tips:
Contrast and readability: Ensure high contrast between the color of the text and the color of the background. The text should always stand out clearly from its background.
Line spacing and paragraph spacing: Use adequate line spacing (1,5 times the font size) and paragraph breaks to improve the readability of text segments.
Consistency: maintain consistent font sizes and styles throughout the document or presentation to create a cohesive look.
D. Instructions for using English:
Morphoses has adopted American English as the standard as part of our commitment to maintaining consistency and clarity in all of our English-language materials. This choice aligns with our global reach and ensures uniformity throughout our content. Here are some guidelines and tips for content creators to effectively use American English in their material:
American English usage:
American English language: Be aware of the differences in spelling between American English and British English. For example, use "color" instead of "colour", "organize" instead of "organise" and "centre" instead of "centre".
Vocabulary choices: Choose words that are most commonly used in American English. For example, use 'elevator' instead of 'lift,' 'apartment' instead of 'flat,' and 'truck' instead of 'lorry.'
Grammar and punctuation: Familiarize yourself with American grammar and punctuation rules.
Examples:
Serial party: The serial comma (Oxford) is often used before the link in a list. For example, "We offer reading, writing, and arithmetic courses."
For example: 'Numeric nouns': Treat collective nouns (e.g., group, staff) as singular. For example, "The team is working on their project".
Quotations: In American English, dots, and commas are placed inside quotation marks. For example, "He said, 'We're excited about the new course'".
Tips for content creators:
Use online tools: Use tools and spell-checkers set up in American English to identify spelling discrepancies. You can use US-based web-based software, such as Grammarly, to help you identify and correct spelling mistakes.
Consistency is key: Make sure consistency in language used throughout your materials. Avoid switching between American and British English.
E. Emojis in Morphoses: enhancing communication
At Morphoses, we recognize the power of emojis in modern communication. They are more than fun symbols; they are tools that can enhance expression, clarity, and engagement in our internal and external communications. To ensure their effective and professional use, we have established the following guidelines:
Guidelines for the use of Emojis
Enhanced expression: They can help convey emotions such as happiness, appreciation, or excitement, making our digital communication more personal and relevant.
Improved clarity: Emojis can clarify the intended tone, ensuring that our messages are understood as intended.
Increased engagement: emojis make our content more engaging. Whether it's an email, a chat message, or course materials, adding relevant emojis can make the text more lively and enjoyable to read.
Appropriate use: while emojis are a fantastic tool, they should be used appropriately. Avoid overuse and ensure their inclusion is appropriate for the context and audience.
Morphoses Emoji Library
To help you get started, here's a gallery of commonly used emojis in Morphoses and their intended uses:
💜 Morphoses Team
👋 Hi!
👉 Schedule
🧑🏫 Instructor
🧒 Child
✏️ Evaluation/New Message
🥳 Celebrate
💭 Thinking
🔔 See you in class
⏳ Pending
🎒 Class Page
F. The use of Morphinions
At Morphoses, we proudly present our unique illustrations, the Morphinions.
A delightful collection of characters that add a special touch to our educational content. Ranging from expressive children to quirky creatures, these illustrations are designed to capture the imagination and emotions of our students.
We strongly encourage our content creators, especially those creating materials for the 6-8 and 9-11 age groups, to incorporate Morphinions into their presentations. Their lively, engaging, and diverse nature makes learning more relevant and enjoyable for young minds.
Using Morphinions, you can transform educational content into an engaging and visually appealing experience, fostering a deeper connection between students and the material. Let these illustrations add color, emotion, and a sense of wonder to your presentations, making every learning journey with Morphinions an unforgettable adventure.
Meet the Morphinions in the order in which they appear. Ruby, Wisewing, Lin, and Blaze.
Meet the Morphinions and take them on adventures.
Ruby is the definition of impact. Anyone who meets her will notice three things about her: her organizational skills, her teamwork, and, above all, her leadership qualities. Wisewing is the definition of growth. Everyone who meets her immediately sees her excellent critical thinking, problem-solving, and ethical analysis. Then Lin is the definition of communication. Lin is a very social boy, incorporating fun and adventure. He loves to understand society but also loves to model inclusive thinking. Finally, Blaze is the definition of engagement. Blaze stands out for his creativity, his curiosity to discover and learn, and the risks he takes.
IV. Creating attractive content
A. Content tone and style
At Morphoses, our content is the bridge between our vision and our learners. It is vital that this bridge is built with the right materials - in our case, the right writing style, tone of voice, and language.
Writing style: Our style is clear, concise and engaging. We aim to simplify complex concepts without losing their essence. We use active voice to connect directly with the learner and short sentences to enhance readability.
The tone of voice should be friendly, encouraging, and inspiring. We are not just trainers; we are also motivators. Our goal is to make learners feel supported and excited about their journey of learning and self-awareness.
Language guidelines: use American English consistently throughout the material. Be mindful of cultural references, ensuring they resonate with a global audience. Avoid jargon and overly technical language unless explained simply and understandably.
B. Appropriate content
Our content should resonate with our diverse audience and align with Morphoses' values.
Educational materials: Focus on content that promotes creativity, resilience and curiosity. In your review, you can ask yourself: In this material, will students ask themselves about new facts and information? Will they have fun? Will they think in different ways?
Real-world applications: Incorporate examples and case studies that show real-world applications of the skills being taught. This makes the learning experience more relevant and demonstrates the practical value of the skills.
Age-appropriate content: Tailor the complexity and depth of the content to the appropriate age group. Use more visual and interactive elements; for older learners, include more in-depth discussions and analysis.
C. Participation and accessibility
Participation and accessibility are at the heart of the content creation process. We strive to create a learning environment where everyone feels welcome and supported.
Diverse representation: We ensure that content reflects various cultures, backgrounds, and perspectives. Use inclusive language and avoid stereotypes.
Universal Design for Learning (UDL): apply UDL principles to provide multiple means of representation, action, and expression. This approach helps accommodate different learning styles and needs.
By following these guidelines, content creators at Morphoses can create engaging, inclusive, and effective educational materials that align with Morphoses' values and meet our learners' diverse needs.
V. Design and Standards
A. Course standards
At Morphoses, we provide many presentation templates to facilitate the content creation process and ensure consistency. These templates are tailored to various training needs and styles, making it easy for you to focus on delivering quality content. Each template comes with predefined layouts, color combinations, and typography arrangements that align with our brand guidelines. Whether you're creating a course on critical thinking, emotional intelligence, or creative problem-solving, our templates offer a solid foundation to get you started.
Note: Templates are provided here.
B. Graphs and visual aids
Graphs and visual aids are powerful tools for better understanding and retaining information. Here are some guidelines for creating visually appealing and effective graphics:
Consistency with brand colors: Use Morphoses brand colors in your graphics and visual aids to maintain visual consistency.
Simplicity is key: Avoid clutter. Use clear, simple visual elements that are easy to understand.
Legible text: Make sure all text within the graphs is legible. Use company-approved fonts and appropriate sizes.
Data visualization best practices: represent data accurately and select the appropriate graph type for your presenting data.
Use icons and symbols: incorporate relevant icons and symbols to make information more attractive and easier to recall.
C. Multimedia elements
Integrating multimedia elements, such as images, video, and audio, can significantly enhance the learning experience. Here are some best practices:
Relevance: choose images and videos that are directly related to the content. They should support and reinforce the learning objectives.
They should support and reinforce the content and support the learning objectives: Use high-resolution images and videos to ensure clarity and professionalism.
Alignment with Morphoses style: ensure multimedia elements align with the brand tone and style. They should complement the educational content and not distract from it. You will find attached photo examples below to get inspiration for what photos you can use.
Placement and size: place multimedia elements strategically within your content. They should be appropriately sized and positioned to balance the text and visual elements on the page.
Sources: Use royalty-free or appropriately licensed images and videos or create original multimedia content.
VI. Conclusion
As we conclude this Brand 101 guide, let's review what makes Morphoses unique. Morphoses blend creativity, resilience, and curiosity, so we want our values to be reflected in every content we create. From the strategic use of brand visuals such as logos, colors, and typography to tone and style, every aspect plays a key role in maintaining Morphoses' integrity and appeal.
We'd like to encourage you to adopt these guidelines as a canvas for your creativity. Your role in shaping educational experiences is vital to the educational experiences of our students. By adhering to these principles, you ensure that our students receive a quality education and see content that truly embodies the spirit of Morphoses. Let's continue to inspire, educate, and transform, one lesson at a time!