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.
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
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.
#362E94Use 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
Develop Export-Import Skills
Build practical knowledge in exporting, importing, documentation, logistics, customs, Incoterms, and international market entry.
Explore Courses Book ConsultationComponent 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.