Translating the tagline
The promise of our brand: Building Global Friendship
Our tag line, officially approved byt the International Board, is an emotional appeal designed to express the values of the CISV experience and communicate our vision of peace. We will provide each country their own logo with the tag line in English.
While many CISV countries out there may wish to keep the tag line in English (see case study Portugal ), some others may wish to translate it (see case studies Sweden & Egypt ).
The translation process
To start your translation process in your National Association, first inform our branding team (branding@cisv.org).
After that, get started by downloading the PowerPoint presentation below regarding the translating the tag line.
Any translation must be appropriate for the national context while being clearly linked to the wording/language of "building global friendship" and
embodying the spirit and intent of the approved international tag line.
Any translation should be arrived at through a collaborative process between the NA and the PR Team. Though an NA knows best its own language and culture, it is the PR Team which has the global perspective on brand usage.
Sub-branding, like any brand usage, is not something that applies only to the NA in question, but rather involves and affects the entire organization. For that reason the PR Team (representing CISV International) should be involved in creating/ approving all versions so that we enhance the consistency of our global message; which was the goal of the entire re-branding process. What that would mean is that a dual approval would be needed for any translation of the tag-line; approval by the NA and by the PR Team.
Where possible, try to get involved any branding professionals you may know. And remember always be in close cooperation with your CISV branding team.
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