admiral brand guidelines - vector logo€¦ · 8 admiral brand guidelines 2.5 | the admiral logo...
TRANSCRIPT
Contents
The Admiral Logo
4 Admiral Prime (Lozenge) Logo
5 Positioning The Prime Logo
6 Admiral Option (Roundel) Logo
7 Positioning The Option Logo
8 Admiral Video Logo
9 Admiral Logo Colours
10 Using The Logo
Digital Identity
12 Primary Content Colours
13 Supporting Colours
14 Navigation Colours
15 Buttons Colours
16 Miscellaneous Colours
17 Website Font
18 Email Font
Print Identity
20 Primary Content Colours
21 Document Font
Photography
23 Images of The Admiral
Tone of Voice
25 Customer Champions
26 How Does Admiral Speak?
29 Selling Admiral To The Customer
Social Media Tone of Voice
31 Social Media
32 Social media examples
Talking About Our Products
35 Talking about products
36 Referencing MultiCar and MultiCover
Guides for Video
38 Using The Logo In Video
41 End Sequence Audio
42 Admiral Fonts
44 Admiral Icons
45 Admiral Badges
Admiral Styles in Use
48 Websites
49 Emails
50 Online Display Advertising
51 Print Advertising
53 Policy Books
54 Stationery
Admiral Brand Guidelines 2.5 | The Admiral Logo4
Admiral Prime (Lozenge) Logo
Standard Lozenge
THE PRIME LOGO
The Prime (lozenge) logo is our primary logo device. This should be used on a white background. In certain cases, the logo can be used in conjunction with a ‘Fino’ background, but authorisation from Studio and Brand Insight is required.
If the logo is required for use on a dark background or continuous tone image, the Reverse Lozenge should be used.
Any use of the Reverse Lozenge will require authorisation from Studio and Brand Insight.
Admiral Reverse Lozenge
Reverse Lozenge
Admiral Brand Guidelines 2.5 | The Admiral Logo5
Positioning The Prime Logo
EXCLUSION BOUNDARY
LOGO BOUNDARY
X-HEIGHT
The x-height is defined by the height of the letters m, r and a.
EXCLUSION ZONE
No other item should be placed within the bounds of the exclusion zone which is defined as 150% of the logo x-height.
XX
Admiral Brand Guidelines 2.5 | The Admiral Logo6
Admiral Option (Roundel) Logo
THE OPTION LOGO
The Option (roundel) logo provides us with a secondary device which should only be used when use of the Prime Logo is impaired or unsatisfactory.
Any use of the Option Logo (Standard or Reverse) will require authorisation from Studio and Brand Insight.
Admiral Reverse RoundelStandard Roundel Reverse Roundel
Admiral Brand Guidelines 2.5 | The Admiral Logo7
Positioning The Option Logo
EXCLUSION BOUNDARY
LOGO BOUNDARY
X-HEIGHT
The x-height is defined by the height of the letters m, r and a.
EXCLUSION ZONE
No other item should be placed within the bounds of the exclusion zone which is defined as 150% of the logo x-height.
Admiral Brand Guidelines 2.5 | The Admiral Logo8
Admiral Video Logo
Video Logo on colour backgroundVideo Logo on white background
PRIME LOGO FOR VIDEO
A special version of the Prime Admiral logo is to be used on video, and should be positioned in the top right hand corner. This version of the logo has a translucent background.
By positioning it in the top right corner, it will prevent the logo encroaching on any legal copy.
Admiral Brand Guidelines 2.5 | The Admiral Logo9
Admiral Logo Colours
ADMIRAL BRAND COLOURS
The Prime and Option Logos should always be formed of the two main Admiral brand colours.
The exception is when using the reverse logo which should always be white.
Admiral Blue Admiral Red
HEX: #2350A0
RGB: R35 G80 B160
PANTONE:2945 U
CMYK: C100 M53 Y2 K16
HEX:#CC0033
RGB: R204 G0 B51
PANTONE:186 U
CMYK: C1 M91 Y72 K3
Admiral Brand Guidelines 2.5 | The Admiral Logo10
Using The Logo
!
! !
!
WHITE SPACE
The logo should always be used on a white background. Make sure nothing encroaches upon the exclusion zone.
SEPARATING
The logo should always be used in its complete form and never separated.
ASPECT RATIO
When scaling the logo, make sure it maintains its aspect ratio at all times.
DECORATION
The logo must not be altered in any way. Do not add words, graphics or decoration (such as drop shadows).
ROTATION
Rotation of the logo is prohibited.
!
Admiral Brand Guidelines 2.5 | Digital Identity12
Primary Content Colours
Admiral Blue Body Copy Links (Azzurri)
HEX: #2350A0
RGB: R35 G80 B160
HEX:#4F4F4F
RGB: R79 G79 B79
HEX:#0078FF
RGB: R0 G120 B255
Main Background Alternative Background (Fino)
HEX:#FEFEFE
RGB: R254 G254 B254
HEX:#F0F0EB
RGB: R240 G240 B235
Admiral Brand Guidelines 2.5 | Digital Identity13
Supporting Colours
Admiral Red Testimonials Icon Blue
HEX:#CC0033
RGB: R204 G0 B51
HEX:#FF7911
RGB: R255 G121 B17
HEX:#41A5F5
RGB: R65 G165 B245
Icon Blue Over Footer Grey Alternative Footer Grey
HEX:#A5CDDB
RGB: R165 G205 B219
HEX:#282828
RGB: R40 G40 B40
HEX:#464646
RGB: R70 G70 B70
Admiral Brand Guidelines 2.5 | Digital Identity14
Navigation Colours
Border Background (Nav Fino)
Outline
HEX:#D1C7BD
RGB: R209 G199 B189
HEX:#F7F7F5
RGB: R247 G247 B245
HEX:#0B2C5B
RGB: R11 G44 B91
Gradient Existing Customers Gradient
Navigation Explore Blue
HEX:Gradient from #11448C to #2350A0
HEX:Gradient from #085FC0 to #0078FF to #288CFF
HEX:#A4CCEA
RGB: R164 G204 B234
Admiral Brand Guidelines 2.5 | Digital Identity15
Buttons Colours
Button CTA Secondary Button CTA
White Button
HEX:Gradient from #00A32E to #00C535
HEX:Gradient from #0080CC to #00B8EA
HEX:Gradient from #E0E0E7 to #F8F8F8
Button CTA Outline Secondary Button CTA Outline
White Button Outline
HEX:#009227
RGB: R0 G146 B39
HEX:#0080C2
RGB: R0 G128 B194
HEX:#B8B8CC
RGB: R184 G184 B204
Admiral Brand Guidelines 2.5 | Digital Identity16
Miscellaneous Colours
Alert Orange Table Background
HEX:#FF5F00
RGB: R255 G95 B0
HEX:#CFE7F6
RGB: R207 G231 B246
Admiral Brand Guidelines 2.5 | Digital Identity17
FACIT EXTRALIGHT
The quick brown fox jumps over a lazy dog.
FACIT LIGHT
The quick brown fox jumps over a lazy dog.
FACIT REGULAR
The quick brown fox jumps over a lazy dog.
Website Font
FACIT
Websites should, where possible, utilise Facit as the main font.
Third party sites can access this font by supplying a relevant domain to Studio and Brand Insight.
In special cases when Facit isn’t available, the following fonts should be used in place of Facit: Helvetica Neue, Helvetica, Arial.
Preferred font weights:
Facit Light
Facit Regular
Facit
Admiral Brand Guidelines 2.5 | Digital Identity18
Email Font
HELVETICA
Emails from the Admiral brand should use the Helvetica font. If you are unable to use Helvetica, then Arial is the preferred substitute.
HELVETICA LIGHT
The quick brown fox jumps over a lazy dog.HELVETICA REGULAR
The quick brown fox jumps over a lazy dog.HELVETICA BOLD
The quick brown fox jumps over a lazy dog.
Helvetica
Admiral Brand Guidelines 2.5 | Print Identity20
Primary Content Colours
Admiral Blue Admiral Red Body Copy
PANTONE:2945 U
CMYK: C100 M53 Y2 K16
PANTONE:186 U
CMYK: C1 M91 Y72 K3
PANTONE:NEUTRAL BLACK U
CMYK: C0 M0 Y0 K85
Grey Keyline Table Header
CMYK: C32 M26 Y12 K1
CMYK: C0 M0 Y6 K5
Admiral Brand Guidelines 2.5 | Print Identity21
Document Font
FACIT
Facit is to be used in all Admiral print documentation.
Preferred font weights:
Facit Light
Facit Regular
Facit Semibold
FacitFACIT LIGHT
The quick brown fox jumps over a lazy dog.
FACIT REGULAR
The quick brown fox jumps over a lazy dog.
FACIT SEMIBOLD
The quick brown fox jumps over a lazy dog.
Admiral Brand Guidelines 2.5 | Photography23
Images of The Admiral
USE OF IMAGERY
A suite of images containing the Admiral are available to use for internal purposes.
These six images are available on request as PNG for web use and PSD for print use.
ADMIRAL-A ADMIRAL-B ADMIRAL-C
ADMIRAL-D ADMIRAL-E ADMIRAL-F
Admiral Brand Guidelines 2.5 | Tone of Voice25
Customer Champions
LOOKING OUT FOR YOU
‘Looking out for you’ expresses everything we want our customers to feel about Admiral.
It’s more than about getting a quote. Or a renewal. It goes beyond just giving people car and home insurance. It’s the reason for everything we do. It’s our DNA. Every service we provide, every product we offer, every conversation we have, every contact we have with our customers at every stage. It’s our mantra. Something to be proud of and to celebrate.
THE CUSTOMER CHAMPIONS
Admiral are the caring insurance experts whose number one priority is the customer. In fact, we’re never happy until they’re happy. It’s about going the extra mile. That’s why we have 3 million happy customers.
It’s why we do what we do. We build insurance around customer’s needs and requirements. And we do it at every touchpoint on their journey. From product features, to great customer service and easy to understand communications, we are a constantly thinking of ways to help.
We want to give people something that everyone wants - the feeling that someone is looking out for them.
THE ADMIRAL
She’s the outward face of Admiral. She embodies the values we hold dear. She’s modern, expert, caring and approachable. She’s a friend in people’s time of need. She understands and listens. She’s always on the side of the customer - working tirelessly to help people save money. Wherever she appears - on TV, in print, online, or social media, she must always comes across as someone you can trust to sort things out. She’s the friendly face of insurance.
Admiral Brand Guidelines 2.5 | Tone of Voice26
How Does Admiral Speak?
ALWAYS CARING
Hand in hand with being experts, we are also caring. We treat every customer as an individual, with individual needs and concerns. We are approachable, understanding and supportive. We should always seek to reassure the customer, so that they feel like they are being taken care of - that we are looking out for them. It’s about them knowing support is always at hand and all backed by the experience and scale that only Admiral can provide.
THE EXPERTS
Admiral should always speak like a knowledgeable friend - an expert who has the customer’s best interests at heart. While insurance can seem complicated, it’s important that all communication is as jargon-free as possible. Everything should be easy to interpret and understand. We want to empower the customer to make the right decision that’s right for them. We are the helping hand that can guide them through the process. Our expertise offers reassurance at every stage.
Admiral Brand Guidelines 2.5 | Tone of Voice27
How Does Admiral Speak?
ALWAYS POSITIVE AND PROACTIVE
Let’s face it no company is perfect. Mistakes are occasionally made, oversights happen. So how do we act when a customer is unhappy? Positively, proactively and professionally. We need to be understanding, address their concerns in a friendly, helpful way. We need to always be reassuring, open and honest and apologise if necessary and promise to sort things out immediately. No one likes to be fobbed off.
Admiral are always on the side of the customer - whatever’s happened. In serious cases, perhaps consider sending a personal hand written card, rather than an impersonal corporate letter.
Never forget – people often talk highly and stay with a company who have been amazing at handling the good and the bad.
Admiral Brand Guidelines 2.5 | Tone of Voice28
How Does Admiral Speak?
APPROACHABLE
Admiral isn’t a dull insurance brand. It’s not a faceless corporation. It’s friendly, modern and fun. It has fresh thinking at it’s heart and a fresh approach to dealing with customers. That’s why when you talk to people, they usually have good things to say about us. So the more accessible we can be to people, the more they will trust us and like us. We need to be on their level. Talk to, not down to. No pressure. No hard sell. Not being judgemental. It’s about having a chat, not just a conversation. We are not afraid to use humour where appropriate. We talk in everyday language. No jargon. No nonsense. Just straightforward advice.
SENSE OF HUMOUR
Admiral are serious about insurance, but that doesn’t mean that there can’t be wit and understated humour in their communications. Where appropriate it can be used to give a human touch and be on a level with the average customer.
Admiral Brand Guidelines 2.5 | Tone of Voice29
Selling Admiral To The Customer
WE SHOULD SAY
“Home insurance doesn’t have to be complicated. Let Admiral make things easy for you. With easy to understand levels of cover, you can choose the one that suits you best. We’ve done all the hard work, so you can just relax knowing you’re protected.”
CUSTOMER BENEFITS
When talking to the customer, we should try to avoid talking about the technical aspects of the product; instead we should communicate the benefits the customer will receive if they purchase.
INSTEAD OF SAYING
“Looking for a comprehensive home insurance policy? Admiral can help. We can provide cover for contents, as well as buildings insurance. There are a number of different levels of cover to choose from, to match your specific needs and requirements.”
Admiral Brand Guidelines 2.5 | Social Media Tone of Voice31
Social Media
CUSTOMER SERVICES
Our CS social media team respond to customer queries on Admiral’s Facebook page and @AdmiralUKHelp on Twitter. Wherever possible we will take the conversation to private messaging on both platforms.
MARKETING
On our marketing channels we can be more relaxed. We’re keen to engage with existing and potential new customers via competitions, product promotions and interesting news articles.
Our use of social media should always be friendly and approachable. We are passionate about what we do, whether sharing serious content about new driving laws or something more light-hearted – such as competitions.
When carefully employed, social media offers exciting ways to reach out and engage with customers. As well as Facebook, Admiral uses Twitter for marketing and customer service purposes.
It’s important to be concise, clear and relevant without losing meaning.
Admiral Brand Guidelines 2.5 | Social Media Tone of Voice32
England set to follow Wales in ban on smoking in cars with children http://www.theguardian.com/society/…#news #smoking
Admiral @AdmiralUK • 8h
Social media examples
SHARING CONTENT
When sharing links and stories, a brief summary will do. Refrain from undermining the brand with unsuitable language and hashtags.
Lolz, woman driver drives nearly 3 miles home in car with WHEEL missing! http://metro.co.uk/2015/02/… #news #muppet via @MetroUK
Admiral @AdmiralUK • 8h
!
Perfect! Thank you for getting back to me. Hope you settle in to your new home quickly 🏡🏡
Admiral @AdmiralUK • 8h
Hi Tracey. Love it!! 😆😆 Makes our day 👍👍 Thank you for insuring with us once again, and so pleased our 🌟🌟 Abigail looked after you. Hugely appreciated - Marc
Admiral @AdmiralUK • 8h
!EMOJIS
Emojis are a popular addition to any modern communication, but they shouldn’t be overused. Be careful to read the tone of the customer’s message before deciding on whether or not it’s suitable to use them.
Admiral Brand Guidelines 2.5 | Social Media Tone of Voice33
Social media checklist
ALWAYS DO THE FOLLOWING
• Check your spelling
• Share helpful posts
• Read the customers’ tone – if they’re having fun, have fun with them. If they’re very formal and serious, keep a similar tone
• Reply to positive posts and favourite/RT good tweets
• Wherever possible, a conversation on Twitter and Facebook should be taken to Direct Message
• Make private conversation easier by sending people the inbox link when asking them to DM us on Twitter
THINGS TO AVOID
• Don’t be defensive
• Never replicate posts and responses, it gives the impression we don’t care enough to give a personal response
• Try to avoid confrontation and argument
• Try not to over-use emojis, it can undermine the message
• Don’t be too formal. For example ‘thanks’ is better than ‘kind regards’ on social.
Admiral Brand Guidelines 2.5 | Talking About Our Products35
Talking about products
PRODUCT NAMES
When we are talking about our products, we always refer to them in Title Case. If simply referring generally to a product, it is displayed in sentence case.
ADMIRAL PRODUCT
SPEAKING IN GENERAL
home insurance Home Insurance
!
Home Insurance
home insurance
!
Admiral Home Insurance Admiral home insurance!
Admiral Brand Guidelines 2.5 | Talking About Our Products36
Referencing MultiCar and MultiCover
Please ensure when referencing a product prefixed by ‘multi’, you use the correct variation. The examples here show how to display them, depending on their context.
PRODUCT NAME
MultiCar & MultiCoverWhen talking about our branded products, Multi and Car/Cover (title case) are combined.
GENERAL
multi car & multi coverWhen we’re talking about multi insurance in general, and not talking about our branded products, we use lower case and separate the words.
Admiral Brand Guidelines 2.5 | Guides for Video38
Using The Logo In Video
LOGO POSITIONING
A special version of the Prime Admiral logo is to be used on video, and should be positioned in the top right hand corner. This version of the logo has a translucent background.
By positioning it in the top right corner, it will prevent the logo encroaching on any legal copy.
www.youtube.com
Admiral Brand Guidelines 2.5 | Guides for Video39
Using The Logo In Video
FULL COLOUR BACKGROUNDS
The translucent background allows the Video Logo to be legible on full colour backgrounds. Do not use the standard Admiral logos or their reversed out alternatives for video.
www.youtube.com
Admiral Brand Guidelines 2.5 | Guides for Video40
Using The Logo In Video
THE PACKSHOT (END SEQUENCE)
We have two packshots available for video. One has just the HQ Admiral Prime logo, the other additionally contains the “Looking out for you“ signature.
The end sequences are available on request.
www.youtube.com
Admiral Brand Guidelines 2.5 | Guides for Video41
End Sequence Audio
AUDIO STING
The end sequence audio normally works in conjunction with the packshot end sequence.
There are three files available:
• Audio Sting Only
• Voiceover Only
• Audio Sting With Voiceover
All three are available on request in WAV format.
Admiral Brand Guidelines 2.5 | Guides for Video42
Admiral Fonts
COLOUR USAGE
In video, all copy must be in either Admiral Blue, or Body Copy colour.
Icons are to retain the Icon Blue colour.
Admiral Red Admiral Blue Body Copy
HEX:#CC0033
RGB: R204 G0 B51
HEX: #2350A0
RGB: R35 G80 B160
HEX:#4F4F4F
RGB: R79 G79 B79
Icon Blue
HEX:#41A5F5
RGB: R65 G165 B245
Admiral Brand Guidelines 2.5 | Guides for Video43
FACIT EXTRALIGHT
The quick brown fox jumps over a lazy dog.
FACIT LIGHT
The quick brown fox jumps over a lazy dog.
FACIT REGULAR
The quick brown fox jumps over a lazy dog.
Admiral Fonts
FACIT
As with the website, all video should use Facit as the main font.
In special cases when Facit isn’t available, the following fonts should be used in place of Facit: Helvetica Neue, Helvetica, Arial.
Preferred font weights
Facit Light
Facit Regular
Facit
Admiral Brand Guidelines 2.5 | Guides for Video44
Admiral Icons
ICON USAGE AND CREATION
As previously mentioned, all icons are to be created in the Icon Blue colour.
New icons can be created, but must adhere to the style set out in the existing icon set, and will need to be signed off by Studio and Brand Insight.
Product icons are available on request in PNG format.
Admiral Brand Guidelines 2.5 | Guides for Video45
Admiral Badges
BADGE USAGE
A range of badges (found on the Admiral website) in PNG format, as well as a badge template file (in Sketch format) are available on request.
Any new badge designs created will need to be approved for use by Studio.
90%
9/10 £200SAVE
Admiral Brand Guidelines 2.5 | Admiral Styles in Use49
Emails
Left: Warranty email
Right: Customer newsletter email
Admiral Brand Guidelines 2.5 | Admiral Styles in Use50
Online Display Advertising
A selection of display ads used for online advertising.
Admiral Brand Guidelines 2.5 | Admiral Styles in Use51
Print Advertising
A5 double-sided Home Insurance leaflet.
Admiral Brand Guidelines 2.5 | Admiral Styles in Use52
Print Advertising (cont.)
Full page magazine adverts for the Six Nations.
Admiral Brand Guidelines 2.5 | Admiral Styles in Use53
Your Cover with Admiral 21
Section 6: Your No Claims Bonus
1. What happens to your Bonus if you claim
If you (or any driver named on your policy) make a claim or a claim is made against you, and you do not have protected or guaranteed No Claims Bonus, your No Claims Bonus will be reduced as follows:
No Claims Bonus at last renewal date (yrs)
No Claims Bonus at next renewal date (yrs)
1 Claim 2 Claims 3 Claims
1 NIL NIL NIL
2 NIL NIL NIL
3 1 NIL NIL
4 2 NIL NIL
5+ 3 1 NIL
IMPORTANT
This is a No Claims Bonus and not a no blame bonus. If a claim occurs which is not your fault and we have to make a payment, your No Claims Bonus will be reduced unless we can get back all that we paid from those responsible.
If you make a claim and your renewal premium has already been calculated, your No Claims Bonus will be amended and your premium will change.
2. Claims that don’t affect your Bonus
y payments made for windscreen damage
y payments for emergency treatment fees
y claims which aren’t your fault where we have recovered all of our money
Policy Books
Guide to your Admiral Cover
An example of policy book design.
Admiral Brand Guidelines 2.5 | Admiral Styles in Use54
Stationery
Registered in England and Wales as EUI Limited Reg. No. 2686904. Registered Address: Ty Admiral, David Street, Cardiff CF10 2EH. Authorised and regulated by the Financial Conduct Authority (309378) admiral.comCB 021 002
Tŷ Admiral, David Street, Cardiff, CF10 2EH
Tel: 02920 123 456 Mob: 07960 987 654 Email: [email protected]
John SmithGraphic Designer