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CPCU Society | Brand Guidelines 2014 2
3 Introduction Why Guidelines? Importance of Guidelines Knowledge. Empowerment. Engagement. CPCU Society Logo
4 Tone and Voice
5 Protecting Our Materials
6 Affiliate Wording Affiliate Endorsement Benefits General Guidelines Examples
7 Logo Treatment CPCU Society Logo Logo Artwork Exclusion Zone Minimum Size Social Media Chapter Incorrect Use of the Logo
10 Additional Graphic Brand Element
11 Color Palette
12 Typography Approved Font Families
13 Stationery
14 Advertising
15 Collateral
16 Collateral Signature
17 Website
18 Email Banners
19 Presentations
Contents
CPCU Society | Brand Guidelines 2014 3
CPCU Society Logo
The CPCU Society’s new logo respects the prestigious history of the association, while also providing a fresh, modern design that compliments the Society’s mission and is sustainable. The new logo retains the historical importance of the original logo by incorporating the interlocking PC design, within both the mark itself and the typography, while also graphically portraying the CPCU Society’s brand value of forming connections—connections with peers, members, leadership, and knowledge.
The mark moves the original logo design forward into a more modernized state, with contemporary typography and a more stylized and easily identifiable mark.
Additionally, the new logo works in a San Serif font that is common throughout The Institutes brand, allowing for a stronger, complimentary brand affiliation between both organizations.
Why branding Guidelines?
These guidelines are designed to help the CPCU Society create a professional, powerful, precise and consistent brand identity that clearly communicates our vision of being the premier professional association for those in the risk management and insurance industry.
Importance of the Guidelines
Each of us—employees, volunteer leadership, members, strategic partners, vendors—is a brand ambassador for the CPCU Society. We have a responsibility to share a unified voice, to ensure the value of the CPCU Society brand. Following these guidelines can go a long way toward creating a truly unified brand experience.
Have a brand related question? Contact Member Resources at 800-932-CPCU (2728) or memberresources@theinstitutes.org.
Knowledge. Empowerment. Engagement.
The CPCU Society is the leading professional association for those in the risk management and insurance industry because we:
• ProviderelevantKNOWLEDGE
• EMPOWER professionals to succeed
• ENGAGE future generations of leaders
The tagline Knowledge. Empowerment. Engagement. is the heart of the CPCU Society brand, and all communications should reflect this.
Introduction
CPCU Society | Brand Guidelines 2014 4
The CPCU Society’s tone and voice needs to reflect the Society’s position as the leading professional association for those in the risk management and insurance industry. This means that all communications should reflect the Society’s tag line of Knowledge. Empowerment. Engagement. and should do so in a way that positions the Society as:
• Approachable • Respected
• Conversational • Professional
• Confident • Credible
• Trustworthy
The tone and voice of CPCU Society communications should never be:
• Ivorytowerinnature • Unreliable
• Elitist • Unknowledgeable
• Unprofessional • Offensive
• Unapproachable
Never only refer to the CPCU Society or chapters simply as CPCU.
• Example: I’m a member of CPCU.
Boilerplate Description About the CPCU Society
If asked to provide a description of the CPCU Society, please provide
the below boilerplate content.
The CPCU Society is a community of credentialed insurance
professionals who promote excellence through ethical behavior and
continuing education. The Society’s more than 20,000 members hold
the Chartered Property Casualty Underwriter (CPCU®) designation,
which requires passing eight rigorous examinations, meeting industry
experience requirements, and agreeing to be bound by a strict code of
professional ethics.
The CPCU Society is affiliated with The Institutes, the leader in delivering
proven knowledge solutions that drive powerful business results for the
risk management and property-casualty insurance industry. The CPCU
designation is conferred by The Institutes. More information about the
CPCU Society is available at www.CPCUSociety.org.
CPCU is a registered trademark of The Institutes. All rights reserved.
Should you need a shorter version, please contact Member Resources
(MemberResources@TheInstitutes.org).
Tone and Voice
CPCU Society | Brand Guidelines 2014 5
ProtectingOurMaterials
Please note that many of our materials require a copyright notice with the appropriate
year. For example, a copyright statement must be included on advertisements and
newsletters.
© 2014, The Society of Chartered Property and Casualty Underwriters.
Additionally, references to the Chartered Property Casualty Underwriter (CPCU®)
designation or CPCU must have a registration mark on first reference, and within the piece
must appear the following trademark notice:
CPCU is a registered trademark of The Institutes. All rights reserved.
The registration mark is not used in the name of the CPCU Society, but would be used on
the first reference to the designation. For example, “As a CPCU®, we agree to abide by a
code of ethics.”
Please keep in mind that the above applies to all referenced Institutes designations that
are trademarked.
CPCU Society | Brand Guidelines 2014 6
Affiliate Endorsement
In general, an affiliate endorsement is brief wording that succinctly ties a brand to its enterprise.
The CPCU Society implements a consistent endorsement strategy on all materials to clarify its
relationship with The Institutes.
Benefits of Implementing an Endorsement Strategy
• StrengthenstheCPCUSocietybrandbyclarifyingasignificantrelationshipwithTheInstitutes
• ValidatestheconnectionbetweentheCPCUSocietyandTheInstitutes
• SubtlyleveragestheadditionalresourcesandsupportbehindtheCPCUSociety
• CapitalizesonbrandrecognitionofTheInstitutes
General Endorsement Strategy Guidelines:
• Beconsistentacrossallmaterials
o See examples for location of wording and format
• Whenspaceisanissue,wordinginsteadoflogocanbeused
• Inwrittenmaterials,theCPCUSocietyonfirstreferenceshouldnotetheaffiliation
o Example: The CPCU Society, an affiliate of The Institutes, is a community of credentialed
insurance profesionals.
Examples:
OneexampleofconsistentimplementationoftheendorsementstrategyisontheAnnualMeetingmaterials.
This provided a cohesive way to clarify the relationship between the Society and The Institutes:
• NegatedtheneedforcompetinglogosandallowedtheSocietytobeprominent
• ParticularlyimportantforNewDesigneestounderstandrelationship
oPastmarketresearchshowsthatNewDesigneesdonotunderstandTheInstitutes’relationshipor
connection to the Society
CPCU Society | Brand Guidelines 2014 7
Logo Treatment
Reversed
1-color flat
The CPCU Society Logo
The CPCU Society logo is the most visible aspect of the
Society’s brand. It should be used in a confident and
consistent manner, aligned with the CPCU Society’s
strategic vision. Here are a few highly important rules to
help ensure that this key brand asset remains a strong
symbol of the CPCU Society’s brand.
Logo Artwork
The artwork for the logo is a fixed entity, and the
proportions should never be altered. The relationship
between the symbol and the type has been carefully
established and should not appear in any other way.
The logo should not be broken apart in any way unless
permission is given for a piece to appear on its own.
Exclusion Zone
To avoid overcrowding the logo with other graphic
elements, such as type or images, an area free of
anything else has been established around the logo.
ThisclearzoneisdefinedbythelettersizeinSOCIETY.
Minimum Size
The minimum width that the
logo may appear is 11⁄4 inches
(31.75 mm), which includes
the symbol and logotype. For
common applications—such
as a product brochure—look
to the examples found in
these guidelines.
11⁄4 in.
1-color with screens
50%
CPCU Society | Brand Guidelines 2014 8
Social Media Logo Treatment
Please note that these logo designed are only to be used on social media outlets and
have been designed with those outlets specifically in mind. Please do not stack the
CPCU Society logo as shown here for any other use except for on social media.
This ensures that our brand is represented on social media in a way that accurately
reflects our logo while working within the spacing constraints of the platforms it is
presented on.
Should you have a logo size requirement that might need an alternative approach,
please contact Member Resources (MemberResources@TheInstitutes.org).
Twitter81x81 pixels
Facebook160x160 pixels
Chapter Logo Treatment
Each chapter has its own chapter logo as shown here. The individual logo as provided,
should appear on Chapter specific communications. Should you need your specific
chapter logo, please contact Member Resources (MemberResources@TheInstitutes.org). Chapter Name
CPCU Society | Brand Guidelines 2014 9
Incorrect Use of the Logo
The CPCU Society Logo
Never use the CPCU Society in the following ways:
Old CPCU Society Logo
Drop Shadow
Embossed Shadow
Incorrect Colors
Broken Up
Distorted
CPCU Society | Brand Guidelines 2014 10
Additional Graphic Brand Element
The swoosh design element appears on the website. This
can also appear in printed materials, but should be limited
and only done with approval. The color of the swoosh can
be modified, but it should not be altered in any other way.
For approval or questions, contact Maureen Gelches at ext. 7534 or Vanessa Valore at ext. 7805.
CPCU Society | Brand Guidelines 2014 11
Color Palette
The colors in the CPCU Society color palette are a critical component of our branding.
PMS 7453Hex#7EA6D7C50M26Y0K0R126 G166 B215
PMS 289Hex# 002B5CC100M64Y0K60R0 G43 B92
Hex#DB4503C9M87Y100K2R216 G71 B38
Secondary Highlight Primary
PMS 556Hex# 72A492C42 M0Y33K27R114G164 B146
PMS 666Hex#A3A0C8C31M30Y0K7R163G160 B200
PMS 7503Hex# C8B18BC0 M12Y35K25R200G177 B139
PMS 7538Hex#8C978EC9 M0 Y13K30R171G182B171
Limited use
CPCU Society | Brand Guidelines 2014 12
Typography
Helvetica Neue Light CondensedHelvetica Neue CondensedHelvetica Neue Bold CondensedHelvetica Neue LightHelvetica Neue Light ItalicHelvetica Neue RomanHelvetica Neue ItalicHelvetica Neue BoldHelvetica Neue Bold ItalicHelvetica Neue BlackHelvetica Neue Black Italic
HELVETICA NEUE FAMILY ARIAL FAMILY (Alternative font for website, computer applications, online applications, e-mail, and PowerPoint.)
Arial Arial Italic Arial Bold Arial Bold Italic (use rarely) Arial Narrow Arial Narrow Italic Arial Narrow Bold Arial Narrow Bold Italic
Approved Font Families
Consistency in typography is just as
important to maintaining a compelling
brand as is uniform use of the logo and
use of the approved color palette.
The following typefaces are strong yet
highly legible.
The recommended and required typeface
for most print applications is the Helvetica
Neue family. For uses when Helvetica
Neue is not available on a computer—or
for other digital uses—the substitution of
Helvetica or Arial is permissible.
CPCU Society | Brand Guidelines 2014 13
Visit our website: www.CPCUSociety.org
CPCU Society, An affiliate of The Institutes720 Providence Road, Suite 100 Malvern, PA 19355-3433
CPCU Society, An affiliate of The Institutes720 Providence Road, Suite 100 Malvern, PA 19355-3433
Visit our website: www.CPCUSociety.org
Standard letterhead
720 Providence Road, Suite 100 | Malvern, PA 19355 | (800) 932-CPCU (2728) | www.CPCUSociety.org
Stationery Business cards
Envelopes
Business cards, letterhead, and envelopes will usually be provided
for you, and they are a highly visible component of the brand. Here
is how the graphic presentation of our brand is applied to core
business materials.
CPCU Society | Brand Guidelines 2014 14
Advertising
Most advertising materials are developed by the Strategic Marketing and Products
departments. Advertising demonstrates how the tone and feel of the CPCU Society brand
is expressed in promotional communications. If you need to have an ad developed, please
contact Vanessa Valore at ext. 7805 or Maureen Gelches at ext. 7534.
4 LETTERS
Changethat can
Your Career
www.CPCUSociety.org | (800) 932-CPCU (2728)
Look behind the success of the insurance industry’s top-performing companies and leaders, and you’ll find innovation, street smarts, perseverance and four letters—CPCU®.
• CPCUs earn nearly 30% more than their peers. • Approximately 1,210 insurance company presidents and CEOs are CPCUs.
Take recent CPCU designees’ word for it:
• 96% say earning the designation increased their confidence in their abilities. • 90% say the designation was instrumental in increasing their ability to meet
client needs.
Be a subject-matter expert. Learn more at www.CPCUSociety.org/LE
Statistics are from surveys of CPCU Society members and completers of The Institutes’ CPCU program.
© 2013 Society of Chartered Property and Casualty Underwriters
CPCU is a registered trademark of The Institutes. All rights reserved.
CPCU Society | Brand Guidelines 2014 15
CollateralCollateral materials such as newsletters and brochures are vital vehicles for generating
awareness of and promoting the CPCU Society brand. They often have staying power and
a long life in front of a member or prospect—so it is critical that they promote the brand in
a consistent manner.
These examples of collateral show some of the different forms that the graphic expression
of the brand can take. They also demonstrate how the proper use of the CPCU Society’s
logos, fonts, and color palette work to unify all of our communications.
Sample cover Sample cover
CPCU Society | Brand Guidelines 2014 16
Collateral SignatureThe signature at the end of printed collateral materials is the final statement in any print
piece. It’s the CPCU Society’s endorsement on the material, and its main purpose is to
provide the logo, contact information, and website.
720 Providence Road, Suite 100 | Malvern, PA 19355(800) 932-2728 (CPCU) | memberresources@theinstitutes.orgwww.CPCUSociety.org
CPCU Society | Brand Guidelines 2014 17
WebsiteWhile you may not be responsible for developing
Web pages, it is important to note that all
interactive and digital communications for the
CPCU Society must be consistent with the print
examples already presented in these guidelines.
Here is how the brand look and feel translates to
Society Web properties.
Please see pages 5 and 6 for the typefaces and
colors for Web use, so that they are consistent
with the CPCU Society brand.
CPCU Society | Brand Guidelines 2014 18
Email Banners
TitleSubheadAdditional copy
Sample
Sample with photo
Affiliate Footer
CPCU Society720 Providence Road, Suite 100 | Malvern, PA 19355-3433(800) 932-2728 (CPCU) | www.CPCUSociety.org
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