Brand kit, July 2026

# electronic Business School of Ireland

A practical identity system for eBSI and its six academies, aligned to the live visual presentation at www.ebsi.ie: confident, compact, professional, accessible, and built around clear learning outcomes.

Core mark
eBSI
Brand model
Endorsed academies
Visual tone
Clean, direct, trusted

## Brand Position

### Brand promise

eBSI helps professionals and businesses build practical, career-relevant skills through flexible online learning, specialist academies, and trusted trade, finance, marketing, AI, SME, and banking training.

### Personality

Experienced, practical, global, supportive, commercially aware, and direct. The brand should feel like a specialist training partner, not a lifestyle education brand.

## Brand Architecture

Level | Use | Naming rule
--- | --- | ---
Parent | Main institution, guarantee, certificates, policies, partnerships. | electronic Business School of Ireland on formal first use; eBSI for short use.
Academy | Subject-specific entry points and course families. | eBSI [Discipline] Academy. Keep eBSI first to preserve endorsement.
Course | Individual certificate, diploma, course, bundle, or offer. | Outcome-led course title plus academy endorsement where space allows.

## Umbrella School Logo

### Preferred horizontal logo

Use this as the primary umbrella identity for the full electronic Business School of Ireland brand on light backgrounds, formal documents, certificates, prospectuses, and website mastheads.

### Square light-background logo

Use when the layout needs a compact school mark, such as social profiles, square course cover placements, document covers, and app-style thumbnails.

### Horizontal dark-background logo

Use on charcoal, black, dark photographic, or high-contrast backgrounds where the preferred horizontal logo loses clarity.

### Square dark-background logo

Use for compact dark placements. Keep enough space around the globe, italic lowercase e, blue BSI letters, and red arrow detail.

These umbrella logos sit above the six academy identities. Academy logos should not replace the parent school mark in institutional or cross-academy communications.

## Core Visual System

White #FFFFFF
Soft Grey #F5F5F5
Preferred Pale Blue #E1EDF5
Charcoal #333333
Black #000000

These colors come from the live Shopify theme color schemes, with Pale Blue #E1EDF5 preferred over Sage Grey #EEF1EA for soft brand backgrounds.

## Academy Accents

### eBSI AI Skills Academy

Accent: applied intelligence purple. Message: Apply AI in business.

#5B4CE6

### eBSI Banking Academy

Accent: institutional banking Mauve. Message: Build banking knowledge.

#8B2231

### eBSI Digital Marketing Academy

Accent: digital action green. Message: Grow with digital marketing.

#4B8E15

### eBSI Export Academy

Accent: trade growth blue. Message: Develop export-import skills.

#0081CD

### eBSI SME Academy

Accent: enterprise red. Message: Strengthen SME capability.

#E11529

### eBSI Trade Finance Academy

Accent: specialist finance violet. Message: Master trade finance practice.

#362E94

Use academy accents sparingly: small bars, badges, course-category labels, active nav states, and chart highlights. Do not recolor the parent eBSI identity into six unrelated brands.

## AI Academy Logo Variants

### Preferred horizontal AI Academy logo

Use for AI Academy landing pages, certificates, course brochures, email headers, and wide digital placements on light backgrounds.

### Square light-background logo

Use for compact AI Academy placements, course tiles, social graphics, thumbnails, and square cover formats.

### Horizontal dark-background logo

Use when the AI Academy identity appears on charcoal, black, dark image overlays, or other high-contrast backgrounds.

### Square dark-background logo

Use for compact dark placements where the AI Academy mark must remain legible at small sizes.

The AI Academy logo should remain endorsed by the parent eBSI visual system: same globe, italic lowercase e, blue BSI lettering, and red arrow detail.

## Banking Academy Logo Variants

### Preferred horizontal Banking Academy logo

Use for Banking Academy landing pages, course brochures, certificates, email headers, and wide digital placements on light backgrounds.

### Square light-background logo

Use for compact Banking Academy placements, course tiles, social graphics, thumbnails, and square cover formats.

### Horizontal dark-background logo

Use when the Banking Academy identity appears on charcoal, black, dark image overlays, or other high-contrast backgrounds.

### Square dark-background logo

Use for compact dark placements where the Banking Academy mark must remain legible at small sizes.

The Banking Academy logo should remain endorsed by the parent eBSI visual system, with its institutional banking Mauve accent used as the category signal.

## Digital Marketing Academy Logo Variants

### Preferred horizontal Digital Marketing Academy logo

Use for Digital Marketing Academy landing pages, course brochures, certificates, email headers, and wide digital placements on light backgrounds.

### Square light-background logo

Use for compact Digital Marketing Academy placements, course tiles, social graphics, thumbnails, and square cover formats.

### Horizontal dark-background logo

Use when the Digital Marketing Academy identity appears on charcoal, black, dark image overlays, or other high-contrast backgrounds.

### Square dark-background logo

Use for compact dark placements where the Digital Marketing Academy mark must remain legible at small sizes.

The Digital Marketing Academy logo should remain endorsed by the parent eBSI visual system, with its digital action green accent used as the category signal.

## Export Academy Logo Variants

### Preferred horizontal Export Academy logo

Use for Export Academy landing pages, course brochures, certificates, email headers, and wide digital placements on light backgrounds.

### Square light-background logo

Use for compact Export Academy placements, course tiles, social graphics, thumbnails, and square cover formats.

### Horizontal dark-background logo

Use when the Export Academy identity appears on charcoal, black, dark image overlays, or other high-contrast backgrounds.

### Square dark-background logo

Use for compact dark placements where the Export Academy mark must remain legible at small sizes.

The Export Academy logo should remain endorsed by the parent eBSI visual system, with its trade growth blue accent used as the category signal.

## SME Academy Logo Variants

### Preferred horizontal SME Academy logo

Use for SME Academy landing pages, course brochures, certificates, email headers, and wide digital placements on light backgrounds.

### Square light-background logo

Use for compact SME Academy placements, course tiles, social graphics, thumbnails, and square cover formats.

### Horizontal dark-background logo

Use when the SME Academy identity appears on charcoal, black, dark image overlays, or other high-contrast backgrounds.

### Square dark-background logo

Use for compact dark placements where the SME Academy mark must remain legible at small sizes.

The SME Academy logo should remain endorsed by the parent eBSI visual system, with its enterprise red accent used as the category signal.

## Trade Finance Academy Logo Variants

### Preferred horizontal Trade Finance Academy logo

Use for Trade Finance Academy landing pages, course brochures, certificates, email headers, and wide digital placements on light backgrounds.

### Square light-background logo

Use for compact Trade Finance Academy placements, course tiles, social graphics, thumbnails, and square cover formats.

### Horizontal dark-background logo

Use when the Trade Finance Academy identity appears on charcoal, black, dark image overlays, or other high-contrast backgrounds.

### Square dark-background logo

Use for compact dark placements where the Trade Finance Academy mark must remain legible at small sizes.

The Trade Finance Academy logo should remain endorsed by the parent eBSI visual system, with its specialist finance violet accent used as the category signal.

## Typography

### Bricolage Grotesque

Use for major campaign or homepage-level H1 moments. Bold weight only. Keep letter spacing at 0 for readability.

### Inter

Use for navigation, body copy, cards, forms, buttons, course titles, and most headings. Recommended weights: 400, 500, 700.

Role | Style | Guidance
--- | --- | ---
Display H1 | Bricolage Grotesque Bold, 56-88px | Use rarely: homepage, flagship academy intro, major prospectus covers.
Section H2 | Inter Bold, 36-56px | Large but controlled, matching the website's clean section rhythm.
Card title | Inter Bold, 20-24px | Outcome-first: "Build Banking Knowledge" rather than internal category labels.
Body | Inter Regular, 14-16px | Short paragraphs, practical benefits, avoid long academic blocks.

## Buttons, Cards, and Layout

eBSI Export Academy

### Develop Export-Import Skills

Build practical knowledge in exporting, importing, documentation, logistics, customs, Incoterms, and international market entry.

Explore Courses Book Consultation

#### Component rules

- Primary buttons: black background, white text, 14px radius.
- Secondary buttons: pale grey fill, black text, 14px radius.
- Cards: white or soft grey, 8px radius, light borders.
- Use generous section spacing and compact card interiors.

## Imagery Direction

### Use

Clean professional imagery, academy logos, course cover visuals, screenshots, digital learning scenes, trade and finance environments, and global business context.

### Avoid

Generic graduation stock photos, cluttered collages, heavy gradients, cartoon mascots, excessive shadows, and overly decorative academic seals.

### Treatment

Keep images bright, legible, and front-facing. Use rounded corners only when the surrounding UI uses rounded components.

## Logo and Lockup Rules

### Parent identity

- Use "electronic Business School of Ireland" for formal documents and first references.
- Use "eBSI" in navigation, badges, compact layouts, social graphics, and course-card endorsements.
- Preserve lowercase italic "electronic" and lowercase italic "e" in eBSI.

### Academy identity

- Academy names should always include eBSI.
- Pair academy artwork with a simple text heading, not a second decorative headline.
- Keep minimum clear space equal to the height of the italic lowercase "e" in eBSI around any logo lockup.

## Voice and Copy

Principle | Use this | Avoid this
--- | --- | ---
Outcome-led | Build practical trade finance skills. | Welcome to our comprehensive course ecosystem.
Experienced | Over 25 years in online education. | We are the future of all digital learning.
Direct | Book a free online consultation. | Begin your transformational journey today.
Supportive | Not sure where to start? We can help. | Only the most advanced learners should apply.

## Source Observations

### Website structure

The homepage organizes eBSI into six specialized academies and uses benefit-led headings such as "Apply AI in Business", "Build Banking Knowledge", and "Master Trade Finance Practice". Source: www.ebsi.ie.

### Theme constants

The live theme uses Inter, Bricolage Grotesque, black/white buttons, soft grey backgrounds, a pale blue scheme, 14px button radius, and 8px card-like surfaces.