brand & graphics guidelinesasurion.co-central.com/wp-content/documents/asurion... ·...

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Brand & Graphics GuidelinesThe Asurion Brand & Graphics Guidelines is a toolkit to

enable and empower multidisciplinary teams and agencies

to create on-brand, integrated communications

in our look, feel, and voice.

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Brand & Graphics Guidelines

TA B L E O F C O N T E N T S

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1. BRAND PURPOSE AND PERSONALITY1.1 Defining the Brand ....................................................2

1.2 The Brand Personality..............................................3

2. GENERAL AESTHETICS2.1 Logo Usage......................................................................5

Signature UsageSignature Construction Color AlternativesClear Space and Minimum SizeApplication Violations

2.2 Department Logos....................................................11

2.3 Sister Company Logos...........................................12

2.4 Color....................................................................................13

2.5 Typography.....................................................................14

Corporate Identity FontsCollateral Support Fonts

2.6 Imagery..............................................................................16

3. CORPORATE IDENTITY MATERIALS3.1 Stationery .......................................................................18

Business CardLetterheadEnvelopeNote Card and EnvelopeExecutive StationeryShipping Labels

3.2 Email Signature............................................................24

3.3 Signage..............................................................................25

OverviewTypeface and Visibility ChartsExterior Building SignsExterior Informational/Directional SignageInterior Signage

3.4 Microsoft Word Docs..............................................30

3.5 PowerPoint Presentations...................................31

4. ASURION BRANDED COLLATERAL4.1 Color....................................................................................33

4.2 Typography.....................................................................34

4.3 Imagery..............................................................................35

4.4 Brochure Layout..........................................................36

4.5 Sales Sheet and Flyer Layout............................37

5. DIGITAL DESIGN AND WEB STANDARDS5.1 Color....................................................................................39

5.2 Typography....................................................................40

5.3 Imagery.............................................................................41

5.4 Wireframes.....................................................................42

Home PageInterior PagesHomepage and Interior CustomizationFont Restrictions

5.5 HTML Email...................................................................46

6. INTERNAL COMMUNICATIONS6.1 Internal Communications....................................48

6.2 Asurion Human Resources.................................49

6.3 Compassion Forward.............................................50

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A brand is far more than a product or service. Brands create

strong associations and expectations in the minds of

customers and employees. Successful brands convey a

company’s unique personality, build loyalty, challenge the

competition, set the stage for new initiatives, and much more.

Above all, the Asurion brand makes a promise that the

company must consistently keep. Asurion promises protection

and peace of mind. The Asurion brand connects powerfully

with customers by protecting them from the headaches and

inconvenience of technology problems and accidents —

whether it’s a lost wireless phone, missing data, or a home

electronic device that’s malfunctioning.

S E C T I O N

1B R A N D P U R P O S E

A N D P E R S O N A L I T Y

A S U R I O N B R A N D & G R A P H I C S G U I D E L I N E S

The Asurion brand is passionate abouttechnology protection so you can enjoycomplete peace of mind in wirelesscommunication and home electronics.

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B R A N D P U R P O S E A N D P E R S O N A L I T Y

Defining The BrandFor a brand to be effective, it must be clearly defined.

We achieve this by crafting a brand statement that:

• Narrows our company’s focus

• Includes a promise

• Connects emotionally

• Can be boiled down to one phrase

A passion for protection is what differentiates Asurion from

its competitors. Asurion has a well-deserved reputation for

protecting customers from equipment loss, theft, malfunction

and more.

The phrase that sums it all up is Asurion’s tag line:

Your technology protection company.

The brand personality is a snapshot ofhow customers view the Asurion brandas it fulfills its promise each day.

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B R A N D P U R P O S E A N D P E R S O N A L I T Y

The Brand PersonalityJust as an individual possesses unique qualities, so does

a brand. Because Asurion is in the rapidly changing commu-

nications and electronics field, its brand personality is:

Responsive — Our customers won’t tolerate a “snail-mail”

mentality. The faster we respond, the faster their lives return

to normal.

Reassuring — We help thousands of customers each day, so

we convey confidence and empathy as we assist each one.

Smart — We offer solutions that have to keep pace with fast-

changing technologies. Asurion understands your technology

needs without being geeky.

Cool — Every day, we deal with the latest and greatest in

technology, and we have the style and energy to match.

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A brand aesthetic is an extension of the brand promise and

an expression of the company’s ability to fulfill it. The Asurion

brand aesthetic helps us convey that promise graphically —

and connect with our customers emotionally.

The aesthetic guidelines shown here help create a more

consistent brand experience. They are meant to enhance

designers’ creativity, not stifle it. The aim is to create vibrant

brand expressions that make a lasting impact.

S E C T I O N

G E N E R A L A E S T H E T I C S

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Logo UsageASURION LOGO

The Asurion logo is a trademark of the company. It is the

most visible graphic representation of the brand.

ASURION SIGNATURE

The Asurion signature combines the logo and tag line.

This combination of slogan and graphic representation

is the embodiment of Asurion’s commitment to offer

unsurpassed wireless technology protection.

ASURION SIGNATURE FOR CONSUMERS

The consumer signature uses the word “Your” in the

tag line to convey a personal connection to the end user.

ASURION SIGNATURE FOR CLIENTS/PARTNERS

This signature uses the word “The” in the tag line to

communicate Asurion’s leadership role in the industry.

A s u r i o n L o g o

C o n s u m e r

C l i e n t s / P a r t n e r s

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G E N E R A L A E S T H E T I C S / L O G O U S A G E C O N T I N U E D

WHEN TO USE ASURION LOGO

Use the logo alone on non-promotional applications such as

building signage. In such situations there is no opportunity

to promote a product or service benefit, consequently there

is no opportunity to support the brand positioning.

WHEN TO USE ASURION SIGNATURE

The Asurion signature conveys the company’s brand

identity to two key audiences: consumers and corporate

clients/partners.

When communicating with consumers, use the signature

that includes the tag line “Your Technology Protection

Company.”

When communicating with clients/partners in the industry,

use the signature featuring the tag line “The Technology

Protection Company.”

A s u r i o n L o g o

A s u r i o n S i g n a t u r e - C o n s u m e r

Use the consumer signature on the following types of marketing materials:

Advertising, premium/gift items,product packaging

The following materials are considered informational or lackthe ability to promote a product/service benefit:

Forms, contracts, fax sheets, memos, email,building identification signage, directional signage,

employee name plaques, reception area signage

A s u r i o n S i g n a t u r e - C l i e n t s / P a r t n e r s

For these types of communications, the clients/partnerssignature is more suitable:

Marketing presentations for products or services, marketing and informational websites

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ASURION SIGNATURE CONSTRUCTION

The Asurion signature consists of the Asurion logomark

and the tag line. It has been constructed with the specific

proportions shown on this page. In order to ensure that

the signature is constructed correctly, use only electronic

signature files available on this site.

WHICH SIGNATURE TO USE

Use the preferred signature except where size restraints force

the use of the alternate signature. In extreme horizontal areas

such as Web banners and tradeshow booths, the alternate

signature may be preferred.

*Applies to both the consumer and client/partner signatures.

S i g n a t u r e C o n s t r u c t i o n *

P r e f e r r e d S i g n a t u r e C o n s t r u c t i o n *

A l t e r n a t e S i g n a t u r e C o n s t r u c t i o n *

1X = The non-serifed portion of

the letter “n” of the logo

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COLOR ALTERNATIVES

Only these color variations are acceptable reproductions of

the Asurion logo. Note: Although not preferred, the signature

can be treated architecturally (embossed, foil stamped, etc.).

The two-color logo (Black and Pantone 301 blue) may be

reproduced on backgrounds with values of less than 15%

black. Backgrounds may include flat colors, gradations, or

open areas within imagery.

The one-color (100% Pantone 301 blue) version may be

placed on backgrounds with values less than 30% black.

Backgrounds may include flat colors, gradations, or open

areas within imagery.

The one-color (100% black) version may be placed on

backgrounds with values equal to less than 30% black.

Backgrounds may include flat colors, gradations, or open

areas within imagery.

The reversal one-color version appears in white only and may

be knocked out of backgrounds with values greater than

40% black. Backgrounds may include flat colors, gradations,

or open areas within imagery.

Tw o - c o l o r O n e - c o l o r ( P a n t o n e ® 3 0 1 b l u e )

O n e - c o l o r ( b l a c k )

R e v e r s a l o n e - c o l o r

S i g n a t u r e - C o n s u m e r S i g n a t u r e - C l i e n t / P a r t n e r

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CLEAR SPACE AND MINIMUM SIZE

Clear space is the open area that ensures the proper staging

and visibility of the Asurion logo. Clear space means that

distracting items such as additional typography or other

graphic devices or motifs do not compromise the trademark’s

appearance or interfere with its brand recognition.

The measurement of ˝x˝ is in reference to the x-height of

the logotype.

Remember: Providing more than the minimum clear space

is preferred, as it will create less distraction.

*Applies to both the consumer and client/partner signatures.

Minimum logo height = .1875˝

C l e a r S p a c e *

Minimum signature height = .25˝

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APPLICATION VIOLATIONS

These are examples of unacceptable usage of the

Asurion Trademark.

Following these guidelines helps to protect the long-term

equity of the brand and to meet legal requirements.

• Never reproduce the logo in colors other than those defined

in this manual. Gradient coloration is not acceptable.

• Do not change the typeface in the Asurion logo.

• Never add foreign elements in close proximity to the logo.

• Never reproduce the logo on backgrounds that

impair legibility.

• Do not use in close proximity with product, business units or

functional names.

• Do not compress or expand the logo as shown on the left.

• Never use the Asurion logo without the “signal” graphic

(or use the “signal” graphic by itself).

L o g o V i o l a t i o n s

asurion

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Department LogosASURION DEPARTMENT LOGOS CONSTRUCTION

The Asurion Department Logos consist of the Asurion

logomark and the name of the department. They have been

constructed with the specific proportions shown on this page.

Clear space rules apply to the Asurion Department Logos

(see page 9).

Interstate Regular (zero kerning and normal leading)

is the standard font usage for Asurion Department

Logo construction.

Note: Although not preferred, Arial Regular can be used as

a substitute font if Interstate Regular is not available.

The department name in the Asurion Department Logos

will reproduce as 100% black in the two-color and one-color

(black) versions. The Asurion Department Logos may also

be reproduced as one-color (301 Blue).

D e p a r t m e n t L o g o C o n s t r u c t i o n

Depart. name height

Distance from

logotype baseline

to department name

x-height (1/2x)

Up to 20 characters = right justified

Finance

27+ characters = 2 lines and centered

XXXX XXXXXX XXXTechnology & Logistics Center

21-27 characters = centered

Technology & Logistics Center

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Sister Company LogosThe combined logos (NEW Asurion) should only be used

for corporate overview presentations. Maintain the ratio

and perspective shown here.

Do not use the combined logos for any of the following

communications: Handset Protection, ESC, EcoNew,

Data Backup or Roadside Assistance.

N E W A s u r i o n L o g o

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ColorColor is one of the most powerful and impactful ways to

reinforce the brand. A color palette, consisting of a primary

color and a support palette, has been selected specifically

for Asurion.

It is preferable to have a presence of Asurion blue in all

marketing/promotional materials in addition to the palette

of colors chosen for a particular campaign.

The support palette has been chosen as a base color

suggestion to complement the primary color. Variations in

tint and slight variations in hue that may communicate more

effectively with a particular target audience are encouraged.

PANTONE® is a registered trademark of Pantone, Inc. The colors shown on this page

are not intended to match the Pantone color standards. For exact Pantone color

standards, refer to the current edition of the Pantone Color Formula Guide.

P r i m a r y C o l o r S u p p o r t P a l e t t e

Pantone® 301 Blue 100:50:0:15

Pantone® 716 Orange2:63:100:0

Pantone® 675 Pink17:95:16:0

Pantone® 526 Purple74:95:1:0

Pantone® 659 Lt. Blue63:29:100:23.5

Pantone® 7473 Aqua81:17:52:1

Pantone® 7495 Green51:23:99:4

Pantone® 604 Yellow17:9:100:0

Pantone® 6402 Gray0:6:15:34

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TypographyType is idealized writing and visualized tone of speech. Twotype families have been designated for use in communicatingthe Asurion brand. These fonts will be used on externalcommunication materials such as corporate brochures, product sales sheets, website, business cards and letterheads.

CORPORATE IDENTITY FONTSThe fonts described below should be used for the following:forms, contracts, fax sheets, memos, e-mail, building identi-fication signage, directional signage, employee name plaques,and reception area signage.

IInntteerrssttaattee is a modern sans-serif face with a reserved andapproachable even line weight. These characteristics makeit a natural fit to communicate the core values of the Asurionbrand. Its progressive and technology-oriented style isextremely readable and versatile, making the mediumweights a good choice for both display and text.

DDaannttee is a postmodern serif face with a professional yetlively feel. It has been chosen to be primarily used in pro-fessional correspondence and in situations where a moreauthoritative tone is desired. It has the readability of a classical structure with a modern shaping to counterbalancethe sans-serif face in situations where Interstate is also used.

NOTE: If Interstate is not available, please use Arial. When Dante is not available, use Times.

C o r p o r a t e I d e n t i t y F o n t s

ABCDFGHIJKLabcdefghijkl1234567890!@#$%

INTERSTATE

ABCDEFGHIJKLabcdefghijkl1234567890!@#$%

ABCDEFGHIJKLabcdefghijkl

1234567890!@#$%

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G E N E R A L A E S T H E T I C S / T Y P O G R A P H Y C O N T I N U E D

COLLATERAL SUPPORT FONTS

The fonts described below should be used for the following:

advertising, premium/gift items, product packaging, marketing/

informational websites, and marketing presentations for

products or services.

AAvveenniirr offers a fresh sans-serif face. Avenir was developed

by a Swiss font artist in the 1980s based on the sans-serif

fonts Futura and Erbar. The name Avenir (meaning “future”

in French) captures its essence: a look that’s one step ahead

yet somehow timeless.

AArrcchheerr is a versatile slab serif that conveys credibility and

charm. It’s a typeface that’s easy to work with and inviting to

read. One designer has remarked that “if Courier is Jane

Doe, then Archer is Audrey Hepburn.”

NOTE: If Avenir is not available, please use Arial. When

Archer is not available, use Times.

C o l l a t e r a l S u p p o r t F o n t s

ARCHER

AVENIR

ABCDEFGHIJKLabcdefghijkl1234567890!@#$

{ p 16 }

ImageryThe images associated with the Asurion brand fall into three

main categories:

Lifestyle

These images bubble with youthful energy and spontaneity.

The emphasis is on friends or family members staying in

touch, either in person or with wireless devices.

These are images that depict what life is like when a wireless

device is lost, stolen or damaged. They range from shots of

damaged devices to images of people who are stranded or

inconvenienced by a phone malfunction.

Service

These images convey “Asurion to the rescue” — including

smiling call center representatives, people delivering replace-

ment devices, etc.

L i f e s t y l e P e r i l S e r v i c e

{ p 17 }

Asurion’s identity is perhaps its most valuable asset. Our name

and graphic treatments are the most visible representations

of the company. Asurion’s identity is an important tool for

shaping the perceptions of our customers and associates.

It’s imperative that we leverage this asset properly today and

protect it for the future.

Every “touch point” with our customers is critically important,

whether it’s stationery, letterhead, or even shipping labels.

The following guidelines help ensure a consistent and

professional Asurion identity — one that unites and defines

us worldwide.

S E C T I O N

3C O R P O R AT E I D E N T I T Y

M AT E R I A L S

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C O R P O R AT E I D E N T I T Y M AT E R I A L S

StationeryBUSINESS CARD

Format

3.5˝ x 2˝

2/c–Black and Asurion Blue (Pantone® 301) as shown

Logo Artwork

Scale electronic artwork to 27.1%

Paper Stock

Starwhite Vicksburg Hi-Tech, 80 lbs. Finish Cover

Contact your department's administrator for

ordering information.

B u s i n e s s C a r d , F r o n t

Interstate Light Italic (7pt./black)

Interstate Bold (7pt./black)

Interstate Bold (7pt./white)

John SampleSenior Director Marketing ServicesJSample@asurion.com

648 Grassmere ParkNashville, TN 37211www.asurion.comvoice (555) 555-5555fax (555) 555-5555wireless (555) 555-5555

Interstate Regular (7pt./Pantone® 301)

B u s i n e s s C a r d , B a c k

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C O R P O R AT E I D E N T I T Y M AT E R I A L S / S TAT I O N E R Y C O N T ’ D

LETTERHEAD

Format

8.5˝ x 11˝

Logo Artwork

Paper Stock

Starwhite Vicksburg, 70 lbs. Text

Interstate Regular (7pt./Pantone®301)

648 Grassmere Park Suite 300 Nashville, TN 37211 Voice XXX.XXX.XXXX Fax XXX.XXX.XXXX asurion.com

L e t t e r h e a d( n o t a c t u a l s i z e )

{ p 20 }

ENVELOPE

Format

#10 Envelope 4.125˝ x 9.5˝

Logo Artwork

Scale electronic artwork to 29%

Paper Stock

#10 Starwhite Vicksburg Text

E n v e l o p e( n o t a c t u a l s i z e )

Your Technology Protection Company

648 Grassmere Park, Suite 300Nashville, TN 37211

{ p 21 }

NOTE CARD AND ENVELOPE

Format

A-2 Folded Card 5.5˝ x 8.5˝ (Envelope 5.75˝ x 4.375˝)

Asurion Blue Pantone® 301; Inside does not print.

Envelope 2/c–Black and Asurion Blue (Pantone® 301)

as shown

Logo Artwork

Scale electronic artwork to 24% (22.2% for Envelope)

Paper Stock

Grade A, Bright White, 110 lbs. Cover

(Envelope: Grade A, Bright White, 80 lbs. Text)

N o t e C a r d a n d E n v e l o p e( n o t a c t u a l s i z e )

648 Grassmere Park Suite 300 Nashville, TN 37211 Voice XXX.XXX.XXXX Fax XXX.XXX.XXXX asurion.com

648 Grassmere Park Suite 300 Nashville, TN37211

Interstate Regular (7pt./white)

{ p 22 }

EXECUTIVE STATIONERY

Format

Executive Letterhead 7.25˝ x 10.5˝

(Monarch Envelope 7.5˝ x 3.875˝)

Logo Artwork

Scale electronic artwork to 25% (23.3% for Envelope)

Paper Stock

Starwhite Vicksburg, 70 lbs. Text

(#10 Starwhite Vicksburg Text)

E x e c u t i v e S t a t i o n e r y( n o t a c t u a l s i z e )

John SampleChief Executive Officer

648 Grassmere Park, Suite 300

Nashville, TN 37211

Voice: 615-837-3000

Fax: 615-445-3254

e-mail: jsample@asurion.com

648 Grassmere Park Suite 300 Nashville, TN37211

Interstate Bold (9pt./Pantone®301)

Interstate Light (7pt./Pantone®301)

Interstate Light (8.5pt./Pantone®301)

Interstate Light Italic (7pt./Pantone®301)

{ p 23 }

SHIPPING LABELS

Format

4˝ x 3.33˝ 6-up on 8.5˝ x 11˝ sheet

Logo Artwork

Paper Stock

Grade A, Bright White, 70 lbs. Text

S h i p p i n g L a b e l s( n o t a c t u a l s i z e )

648 Grassmere Park Suite 300 Nashville, TN 37211 asurion.com

10777 Northwest Freeway 2nd Floor Houston, TX 77092 asurion.com

Interstate Regular (7pt./white)

Should print 6-up on 8.5˝ x 11˝ sheet

10777 Northwest Freeway 2nd Floor Houston, TX 77092 asurion.com

10777 Northwest Freeway 2nd Floor Houston, TX 77092 asurion.com 10777 Northwest Freeway 2nd Floor Houston, TX 77092 asurion.com

{ p 24 }

C O R P O R AT E E D E N T I T Y M AT E R I A L S

Email SignatureWhen choosing a serif font, use Times. When selecting a

sans-serif font, use Arial. The name should be three times

larger than the contact information. All contact information

should be the same point size.

The person’s title should be italicized and gray. The e-mail

address should be a hyperlink in full black. Use a gray

regular face for phone and address.

These documents can be found on the home page

under “Corporate Information Center.”

P r i m a r y F o n t s

Jane DoeSr. Manager, Communications

jane.doe@asurion.com

voice (615) 123-4567 mobile (615) 123-8901648 Grassmere Park, Suite 300, Nashville, TN 37211

underlinedGrey

italicized

serif font

{ p 25 }

SignageThe Asurion signage system is one of the most visible ways

we express our identity. Following these guidelines will help

build the power of our brand identity.

Asurion Blue is the background color for exterior signs

containing directions and/or identification information.

White or stainless steel is the background color for all

interior directional/identification signage.

P r i m a r y B u i l d i n g S i g n a g e

Conference Room

I n f o r m a t i o n a l / D i r e c t i o n a l S i g n a g e I n t e r i o r S i g n a g e

{ p 26 }

C O R P O R AT E I D E N T I T Y M AT E R I A L S / S I G N A G E C O N T ’ D

SIGNAGE TYPEFACE AND VISIBILITY CHARTS

Typeface

Interstate Regular Condensed is used throughout the entire

signage system for all identification.

Directional Arrows

Directional arrows are constructed of 45-degree lines as

shown here. The line weight for exterior signage is .08x and

.2x for interior signage.

Visibility Chart

This chart is a guide to the maximum viewing distance for

reading the type sizes indicated. These guidlines are

recommendations for normal viewing conditions and do not

take into account varying landscape conditions or other

special circumstances such as weather or light conditions.

Each sign should be carefully evaluated to effectively deter-

mine the required size of type for its specific application.

A S U I R I O N B R A N D & G R A P H I C S G U I D E L I N E S

I n t e r s t a t e R e g u l a r C o n d e n s e d

D i r e c t i o n a l A r r o w s

V i s i b i l i t y C h a r t

AaAaAa

Type Size: Approximate Visibility Distance:

5 inches 200 Feet

4 inches 160 Feet

3 inches 120 Feet

2 inches 80 Feet

1 inches 25 Feet

{ p 27 }

EXTERIOR BUILDING SIGNS

The Asurion logo is the key identifying element of the

identity system.

The preferred version is fabricated in black and Asurion Blue,

or stainless steel, utilizing individually cut dimensional forms

or channel letterforms back lit with blue and white neon.

For building walls with architectural texture/pattern/color

that may diminish the legibility of the individual letter sign,

a sign can structure is preferable. The entire field of this

sign type can be internally illuminated and fabricated with a

translucent flexible face material. Other fabrication options

include individually cut letterforms in white on a blue surface,

individually cut letterforms in stainless steel, die-cut vinyl,

or silkscreened on a blue sign face.

E x t e r i o r B u i l d i n g S i g n s

D o o r A p p l i c a t i o n I n d i v i d u a l L e t t e r f o r m , S t a i n l e s s S t e e l S i g n a g e

{ p 28 }

EXTERIOR INFORMATIONAL/DIRECTIONAL SIGNAGE

This example demonstrates space format for exterior signage.

As a general rule, the layout of information is fixed in the top

left corner.

Fabrication

The sign is constructed using metal sign cans.

Color: Pantone 301

Ty p e S i z e s.75X

Main Entrance

Visitorsand more

Deliveries

1.75X 9X

2X min.L a y o u t S t a n d a r d s

{ p 29 }

INTERIOR SIGNAGE

Type sizes and distance indicators are based on the x-height

of the Asurion logo designated as X.

D i r e c t i o n a l

Conference Room

{ p 30 }

Microsoft Word DocsAs an alternative or complement to letterhead, we provide

Word .doc templates for a variety of uses, including handouts,

flyers and one-sheet documents, white papers, etc. These

Word documents also include cover pages.

Wo r d - C o v e r Wo r d - I n t e r i o r P a g e

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Page #Date

{ p 31 }

PowerPoint PresentationsThis is the format for PowerPoint presentations (the title

page, sample interior pages, and end page).

This creates a uniform look for a wide variety of presentations:

RFP documents, sales and marketing presentations, and more.

P o w e r P o i n t

Bulleted Page Header

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Title Goes Here

Proprietary and Confidential Information of Asurion Corp.

Chart Page Header

• Consectetuer adipiscing

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dolore magna al iquam

• Nostrud exerci tation ullamcorper

• Tis nisl ut aliquip ex ea commodo

Image Page Header

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Proprietary and Confidential Information of Asurion Corp.

{ p 32 }

These pieces are primarily for our customer/carrier communi-

cations, although some may ultimately reach consumers.

In some cases, these brochures, sales sheets and flyers will

have an industry-specific look and feel. For example, a wireless

brochure employs different colors and establishing visuals

than a brochure for the cable TV industry.

S E C T I O N

4A S U R I O N B R A N D E D

C O L L AT E R A L

{ p 33 }

A S U R I O N B R A N D E D C O L L AT E R A L

ColorColor is one of the most powerful and impactful ways to

reinforce the brand. A color palette, consisting of a primary

color and a support palette, has been selected specifically

for Asurion.

Industry-specific pieces use auxiliary colors, as shown here.

For the wireless field, use Pantone 7495 Green; for the cable

industry, use Pantone 716 Orange. Other colors will be

added as we focus on other business segments.

PANTONE® is a registered trademark of Pantone, Inc. The colors shown on this page

are not intended to match the Pantone color standards. For exact Pantone color

standards, refer to the current edition of the Pantone Color Formula Guide.

P r i m a r y C o l o r P e r I n d u s t r y

Pantone® 301 Blue 100:50:0:15

Cable Industry

Pantone® 716 Orange2:63:100:0

Wireless Industry

Pantone® 7495 Green51:23:99:4

{ p 34 }

Typography

COLLATERAL SUPPORT FONTS

The fonts described below should be used for the following:

advertising, premium/gift items, product packaging, marketing/

informational websites, and marketing presentations for

products or services.

AAvveenniirr offers a fresh sans-serif face. Avenir was developed by

a Swiss font artist in the 1980s based on the sans-serif fonts

Futura and Erbar. The name Avenir (meaning “future” in

French) captures its essence: a look that’s one step ahead yet

somehow timeless.

NOTE: If Avenir is not available, please use Arial. When

Archer is not available, use Times.

C o l l a t e r a l S u p p o r t F o n t s

ARCHER

AVENIR

{ p 3 }

Imagery

{ p 35 }

The images associated with the Asurion brand fall into three

main categories:

Lifestyle

These images bubble with youthful energy and spontaneity.

The emphasis is on friends or family members staying in

touch, either in person or with wireless devices.

These are images that depict what life is like when a wireless

device is lost, stolen or damaged. They range from shots of

damaged devices to images of people who are stranded or

inconvenienced by a phone malfunction.

Service

These images convey “Asurion to the rescue” — including

smiling call center representatives, people delivering

replacement devices, etc.

L i f e s t y l e P e r i l S e r v i c e

{ p 36 }

Brochure LayoutThere are a variety of brochure formats: Asurion-only,

co-branded, brochures to drive online registration, and

more. Every format features consumers having positive

experiences with Asurion products.

The examples shown here demonstrate how to balance

headlines, subheads, body copy and graphic elements.

C o - b r a n d e d E x a m p l e I n d u s t r y - s p e c i f i c E x a m p l e

Pantone® 301 Blue

Pantone® 7495 Green

Pantone® 301 Blue

Carrier logo and branded colors

Font: AvenirFont: Avenir

{ p 37 }

Sales Sheet andFlyer LayoutSales sheets and flyers typically involve photos, charts,

bulleted lists, and disclaimers.

These examples show you how to balance these elements in

a reader-friendly way.

Pantone® 301 Blue

Carrier logo and branded colors in header

Font: AvenirC o - b r a n d e d E x a m p l e

I n d u s t r y - s p e c i f i c E x a m p l e

Pantone® 301 Blue

Font: Avenir

{ p 38 }

In the digital world, colors are expressed in hexadecimal

codes rather than PMS colors. Spatial relationships are noted

in pixels instead of leading.

Despite these differences, the objective of digital design is to

create an online look that’s consistent with the branding seen

in Asurion print pieces.

Use the guidelines in this section in developing Web pages

for asurion.com, phoneclaim.com, and any other websites

that tie to Asurion.

For Web project approvals, please contact:

Bettie Colombo

Senior Director, Marketing Communications

bcolombo@asurion.com

S E C T I O N

5D I G I TA L D E S I G N A N D

W E B S TA N D A R D S

{ p 39 }

D I G I TA L D E S I G N A N D W E B S TA N D A R D S

P r i m a r y C o l o r Color is one of the most powerful ways to reinforce the brand.

A color palette, consisting of a primary color and a support

palette, has been selected specifically for Asurion.

The support palette has been chosen as a base color

suggestion to complement the primary color. Variations in

tint and slight variations in hue that may communicate more

effectively with a particular target audience are encouraged.

S u p p o r t P a l e t t e

Hexadecimal# 005195

Hexadecimal# f07b05(Content Protection)

Hexadecimal# b22873(Roadside Assistance)

Hexadecimal# 682e86(Electronics Protection)

Hexadecimal# 6e99d4(Corporate)

Hexadecimal# 0d9b8c(Other)

Hexadecimal# 899639(Handset Protection)

Hexadecimal# ecde29(Technical Support)

Hexadecimal# 9f968e(Type and Background)

{ p 40 }

Typography

Asurion has two fonts that bring visual flair and immediacy to

online designs.

AAvveenniirr offers a fresh sans-serif face. Avenir was developed by

a Swiss font artist in the 1980s based on the sans-serif fonts

Futura and Erbar. The name Avenir (meaning “future” in

French) captures its essence: a look that’s one step ahead yet

somehow timeless.

NOTE: For non-graphic text where Avenir is not available,

please use Arial for body copy and Helvetica Condensed for

headlines. When Archer is not available, use Times.

D i g i t a l D e s i g n a n d We b F o n t s

ARCHER

AVENIR

{ p 41 }

Imagery

The images used on Asurion Web pages fall into two main

categories: people and product. All images are silhouetted

with minimal background texture for a “quick read.”

People: These images depict Asurion employees providing

prompt, courteous service — and consumers enjoying

greater freedom and connectivity.

Product: Can be either images of damaged electronic

devices or shots of new/refurbished equipment delivering

superior performance.

P e o p l e P r o d u c t

{ p 42 }

WireframesA wireframe is a guide developed before any graphics are in

place. It conveys the basic structure of a website and the

relationship between its pages.

Shown here is the wireframe for the Asurion home page,

along with the pixel dimensions that give the page its

unique look.

To make Web design easier, we highly recommend that you

contact Asurion to obtain Photoshop Document (PSD)

templates. Each piece of the home and interior wireframes

has its own PSD file. Each PSD has the correct brand colors

and font selection included. Each element is a separate layer

within the PSD. Just select a layer to edit and save to create

your new Web page assets. Asurion’s two Web fonts are

labeled and included in the zipped folder.

For specific use of font, size, color and character count,

please refer to the PSD templates and page 45.

For PSD templates, please contact:

Bettie Colombo

H o m e P a g e W i r e f r a m e

{ p 43 }

DIGITAL DESIGN AND WEB STANDARDS / WIREFRAMES CONT’D

Once you leave the home page, the pixel dimensions

change significantly. The wireframe on the left shows the

spatial relationships used on interior pages.

For specific use of font, size, color and character count, please

refer to the PSD templates and page 45.

Bettie Colombo

I n t e r i o r P a g e s o f We b s i t e

{ p 44 }

H o m e P a g e

Asurion can provide you with templates like these to make

Web design faster and easier.

The blue areas along the top and bottom are for branding

and navigation, and cannot be changed. The orange area

is for home page feature art, and can accommodate any

image. In the green area, you can customize both image size

and content.

As you can see from this graphic, interior pages have a much

larger customizable area.

Template Key:

Blue: Navigation area and pixel dimensions must remain

as specified.

Orange: Fonts, color and imagery must meet requirements

stated previously, and fit within pixel dimensions specified.

Green: Image size and content customizable. Fonts, color

and imagery must meet requirements stated previously, and

must fit within pixel dimensions specified.

Bettie Colombo

I n t e r i o r P a g e

Max Pixels:248 x 505

Max Pixels: 646 x 155

{ p 45 }

HOME PAGE SIDE BUTTONS

Headline: Helvetica Neue LT Std 67 Medium

Size: 17ptColor: #066ca7Max Character Count: 22

Body: Arial RegularSize: 11ptColor: #777777Max Character Count: 30

HOME PAGE BOTTOM BUTTONS

Size: 18ptColor: #f7750aMax Character Count: 15 (for line1)Max Character Count: 15 (for line2)

Body: Helvetica Neue LT Std 67 Medium

Size: 12ptColor: #076ca8Max Character Count: 20 (for line 1)Max Character Count: 20 (for line 2)

HOME PAGE ROTATOR

Headline: Archer SemiBold, Avenir 45 Book

Size: 42ptColor: #ffffffMax Character Count: no limit

Body: Arial RegularSize: 15ptColor: #ffffffMax Character Count: no limit

INTERIOR MASTS

Headline: Avenir 45 BookSize: 45ptColor: #ffffffMax Character Count: 17

Body: Archer Medium ItalicSize: 27ptColor: #ffffffMax Character Count: 20

INTERIOR SIDE BUTTONS

Size: 18ptColor: #f7750aMax Character Count: 15 (for line1)Max Character Count: 15 (for line2)

Body: Helvetica Neue LT Std 67 Medium

Size: 12ptColor: #076ca8Max Character Count: 20 (for line 1)Max Character Count: 20 (for line 2)Max Character Count: 20 (for line 3)

All Web design must be approved by Marketing

Communications. Please contact:

Bettie Colombo

{ p 46 }

HTML EmailYou can create graphics-rich HTML emails (versus plain text

versions) when communicating with either consumers or

customers/carriers. Many of these are for one-time use only.

The look and feel should follow the Web design guidelines

in this section.

For approval of HTML email, please contact:

Bettie Colombo

E x a m p l e s

{ p 47 }

Communications designed for internal use serve a variety of

purposes, including team member motivation, engagement, and

information sharing. Integral to our internal communications

is the continued messaging around Asurion’s philanthropic

efforts for our team members as well as in our communities.

We are committed to continually bringing Compassion

Forward to life every day.

For maximum effectiveness and to ensure consistent messaging,

Asurion internal communications for the Enterprise must follow

an approval process similar to those for external pieces. For

project approval, please contact:

Jennifer Barrett, Sr. Mgr., Communicationsjennifer.barrett@asurion.comvoice: (615) 762-1083, mobile: (615) 418-5987

S E C T I O N

6I N T E R N A L

C O M M U N I C AT I O N S

{ p 48 }

I N T E R N A L C O M M U N I C AT I O N S

Internal CommunicationsInternal marketing pieces and the branding of certain

programs/initiatives, combined with the appropriate media,

are designed to aid in the effectiveness of the messaging.

For all approved projects and events, the internal communi-

cations/marketing team plays an integral role in creating a

robust communications plan and marketing campaign to

spread the word to team members.

All internal communications must include the Asurion logo

(see Section 2 of this guide for usage guidelines). In order to

be printed internally, layouts must be no larger than 11 x 17

without bleed.

For project approval, please contact:

E x a m p l e s

{ p 49 }

The Human Resources function is responsible for developing

strategies, policies, standards, systems and processes in a

whole range of areas focused on maximizing each team

member’s contribution to Asurion. Asurion Human Resources

(AHR) generates more communications than any other internal

business unit/group. This includes informational pieces

about new HR programs, employee benefits, team member

training and development programs, time-sensitive alerts,

and more. Because AHR touches on every aspect of the

employee life cycle, the branding and marketing of AHR is

key in effective internal messaging among team members.

A logo has been specially designed for the HR function to

support the messaging.

The correct usage of the logo is shown on the far left. Do not

stretch the logo or change the colors, which are PMS 145

(orange), PMS 363 (green) and PMS 301 (blue).

All internal communications must include the Asurion logo

(see Section 2 of this guide for usage guidelines). In order to

be printed internally, layouts must be no larger than 11 x 17

without bleed.

For AHR artwork approval, please contact:

E x a m p l e s

A p p r o v e d L o g o U s a g e L o g o V i o l a t i o n s

Asurion Human Resources

{ p 50 }

Compassion ForwardEach year, Asurion employees make a difference by giving of

their time, talents and financial resources. Our Compassion

Forward program celebrates that spirit of community involve-

ment. In addition, money raised by employees for employees

goes into the Asurion Compassion Fund, which helps those

who have experienced financial hardship due to extended

illness, injury or natural disaster.

Compassion Forward has its own logo (shown on the far left).

Do not stretch the logo or change the colors, which are PMS

402 (gray), PMS 301 (blue) and PMS 145 (orange). Some

Compassion Forward pieces use an existing template, while

others do not (see examples on the left).

All Compassion Forward communications must include

the Asurion logo (see Section 2 of this guide for usage

guidelines). In order to be printed internally, layouts must be

no larger than 11 x 17 without bleed.

For Compassion Forward artwork approval, please contact:

Nathan Slingluff, Sr. Mgr., Competitive Intelligence Officenathan.slingluff@asurion.comvoice: (615) 837-3010, mobile: (615) 483-0242

Te m p l a t e d E x a m p l e s N o n - Te m p l a t e d E x a m p l e s

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