Broker Identity Program Logo Guidelines

Transcription

1 Broker Identity Program Logo Guidelines Your Best Insurance is an Insurance Broker Your Best Insurance is an Insurance Broker Your Best Insurance is an Insurance Broker April 2013

2 The Importance of the Logo Logos are an important part of most organizations today, helping to identify them, differentiate them from competitors and represent their values to customers and stakeholders. One of the principal roles of a logo is to create trust, whenever it is displayed: trust in the quality of what s being offered; trust in the integrity of the organization behind the logo; and trust that the interests of the consumers of the product or service it represents will be recognized and respected. Companies who display the Broker Identity Program (BIP) symbol and slogan (together, the logo ) are identified as trustworthy insurance professionals who exemplify the broker s creed of service to the consumer. The collective recognition of the logo and its elements underscores the people-power of brokers to politicians, legislators and insurance carriers. It thus not only adds to the reputation of individual brokers and brokerages, but is highly important to our funding and our government relations efforts. Brokers who are members of a provincial association are empowered and encouraged to use the brand assets, at the core of which is our BIP symbol, our unique blanket device, our official slogan Your Best Insurance is an Insurance Broker, and the use of our signature colour, Magenta, which was chosen for its vibrance and distinctiveness, that also stands apart from those employed by the chartered banks. These assets are all featured in our television, magazine, newspaper and outdoor advertising as well as videos, internet work, brochures and other printed materials. By incorporating them into their own signage, stationary, literature, sponsorships and promotions, web sites, etc., brokers not only strengthen their individual identity and image but, through synergy, the profession at large. Independent brand research confirms the power and distinction of the BIP logo among prospective insurance buyers. This unique trustmark enjoys a high level of recognition and respect in the marketplace, evoking positive impressions of a broker s professionalism, knowledge and trustworthiness. Because of this, the logo s brand standards should be treated with respect, and every effort made to ensure consistency across the country. There are a number of options on the proper use of the logo to accommodate the needs of individual brokers. Thus, while the degree of use and the type of application of the different elements may vary from broker to broker depending on their needs, a properly integrated approach, which clearly delineates the intended use of each element of the logo and the logo as a whole, is essential to the collective impression to the public of a unique and valuable brand. Conditions for Use The logo is a trademark of the Insurance Brokers Association of Canada (IBAC), and is for use only by IBAC, its Member Associations, their member brokers, and insurance companies that financially support the Broker Identity Program at the Full Partner level. Brokers who are not members of an IBAC Member Association are not permitted to use the logo. Any broker in contravention of this policy will be advised in writing to cease and desist immediately, failing which legal action will be pursued. A broker who resigns from membership and is then no longer a member of an IBAC Member Association must immediately cease displaying any representation of the logo on business premises, and likewise it must be removed from any and all materials, physical or electronic, associated with that business within a brief period of time, as established and enforced by the Member Association from which the broker has resigned.

3 The Official Use of the Logo : PERMITTED The Official Use of the Logo : PERMITTED EXAMPLES Whenever used, the BIP symbol should incorporate the registered Trademark symbol at its foot. In keeping with the provisions of the trademark license, the logo should be displayed in one of the following manners. A B C D E As the BIP symbol alone in printed materials: The approved colour: Magenta PMS 248. Solid black or a tone of black on a (preferably) white, or a light coloured background. Reversed out as white or a shade of Magenta PMS 248, on a background of PMS 248. Reversed out as white on black or other dark coloured background. As the BIP symbol alone in other materials: In cases where the symbol is used on materials other than paper, for instance on promotional items, awards, office accessories, glass, signage, etc., or in cases in which it is depicted as such, it may be displayed in one of the following manners: Embossed in or on metal, leather, plastic, wood or other solid material, or three dimensional item. Embroidered, stamped or printed on fabric, subject to the same colour standards as above (A). Two-dimensional representations of the symbol similarly embossed, stamped, printed or constructed of a solid material. As the BIP symbol plus the official slogan Subject to the same colour standards as above (A), the slogan Your Best Insurance is an Insurance Broker must be set in the font DIN Medium or DIN Bold on: > Stacked on two lines centred beneath the symbol, or > On one line broken in the centre by the symbol, or under the symbol > On one line or two lines with the symbol positioned to the right or left As the BIP symbol in association with another slogan or design element When associated with another slogan or design element, the BIP symbol must also be clearly distinct and separate from it or them, by at least the width of the shoulders of the BIP symbol, on all 4 sides, and is subject to the same colour standards as above (A). As the BIP symbol as a graphic design element The BIP symbol may be presented as a ghosted graphic device (a tone of black or Magenta PMS 248), in two or three dimensions, either alone or as a design upon which other messages may be placed. It may also appear on a representational illustration or photographic image, and is subject to the same colour standards as above (A). A B C D H&A Your Insurance Professionals Market Report E

4 The Official Use of the Logo : PERMITTED (cont d) F The BIP symbol may be shown with animated arms, wrapping around and forward as in the national TV and video creative executions.! The Official Use of the Logo : NOT PERMITTED EXAMPLES G H The BIP Magenta Blanket may be spread out as a background in the same fashion as in the national TV and video creative executions. The symbol, slogan or complete logo, whether a still image or animated, may be accompanied in the sound track by the official four-note musical signature, which may also be used in other applications such as telephone answering systems, web applications, etc. F The Official Use of the Logo : NOT PERMITTED G I The BIP symbol design may not be modified in any way e.g. adding things, removing parts, changing the proportions, shortening or stretching. Whether static or animated, neither can it be humanized in any way, for instance representing it as engaging in a human activity such as sports, or wearing clothing, hats, accessories, or holding tools, musical instruments, etc. H I Your Best Insurance is The Right Insurance Broker J Neither can the symbol be of a colour other than those specified in (A) (printed materials), or be white when reversed out of a light colour. A partial BIP symbol is not allowed; the full design must be shown, with one exception: when the design is used as a ghosted wallpaper background, it may bleed off the page of the design (see E). J K Your Best Insurance is Just Around the Corner K L M The official slogan Your Best Insurance is an Insurance Broker may not be modified in any way whatsoever, nor adapted for use by an individual broker by changing one or more words. The BIP symbol may not be inserted into another design as an integral element of that design. For instance it cannot be used in place of a letter in a name or a word, whether in text, headline, a business name, a business logo, or any other design. It must visually stand alone, (though through its placement it may be associated with other insurance or brokerage elements, as in D). The BIP symbol may not appear on a patterned background or other design element. Neither can a broker logo or other design element be superimposed over it. L F NDLAY & CO. NSURANCE N There may be no substitution of the official musical signature by others when in concert with the BIP logo. ABC INSURANCE INC. M

5 A publication of the Insurance Brokers Association of Canada