CNA Style and Logo Guidelines. May 4, 2005

Transcription

1 CNA Style and Logo Guidelines May 4, 2005

2 Table of Contents Introduction Top Ten Things to Remember The Logo Logo Usage Market Brand Guidelines and Co-Brands What Not To Do Premium Items Color Corporate Fonts General Photo Usage Charts and Graphs Copy Approach and Style Stationery and Business Communication Standards Signage

3 Introduction/Overview A single, powerful identity in the marketplace. The CNA brand is our most valuable asset. It communicates our internal values and strategies to our internal people and teams, our external customers, our brokers, and our agent partners. By producing materials with consistency of voice, look and feel, we develop a basis of familiarity and understanding within the marketplace and differentiate ourselves from competitors. Our marketing creates a strong foundation upon which to further enhance our long and trusted relationships with distribution partners. We should always support our image in the market as a large national carrier combining financial strength, breadth and depth of products and services, global presence, and local underwriting authority all supported by experienced underwriters, risk control and claim professionals with a high level of expertise. These look and feel guidelines were established to help you in creating various marketing materials ranging from print advertising to brochures, sales materials, signage and specialty items. Of course, not every situation will be addressed within these pages. These guidelines are published to help you and your approved designer, printer or specialty vendor understand the established look and feel of the CNA brand, and to provide elements that may be used to create unique designs while maintaining, supporting and enhancing the overall CNA branding efforts. Ultimately, every piece of communication should represent the singular CNA brand. Furthermore, all marketing materials are subject to review and approval by CNA Corporate Communications. 3

4 Top Ten Things to Remember 1. Never recreate or alter the CNA logo. Downloadable logos can be found at 2. The CNA logo must appear on everything produced. 3. Never use the logo as a graphic element within a sentence. CNA must always be capitalized except in reference to the Web site. 4. Avenir is the primary typeface for all CNA communications. 5. The primary corporate colors are PMS 1797 and PMS Always speak from a customer-needs perspective. Benefits first, supported by features. 7. Be friendly. Use the words you and we. 8. Avoid category selling. All copy should highlight the unique benefits of partnering with CNA to provide this coverage (i.e. our core brand attributes) as opposed to selling a general product or service category. 9. We are not using a tagline. Do not create a tagline. 10. When in doubt about how to use our identity, or if you need additional information or assistance, first check If you still cannot find the answers to your questions, please corpidentity@cna.com. Remember, as a market-driven company, our standards will continue to evolve. Please check for updates. 4

5 The Logo The logo is the main visual brand identifier of CNA and must be displayed on the front of all materials. Examples include: All print advertising and collateral material Business cards Pre-printed letterhead, forms and checks Trade show signage Name tags Table tents Meeting signage PDF distributed forms Presentations Web Video Architectural signage Imprinted premium items Embroidery To maintain a consistent level in the reproduction of this mark, always use the electronic art provided on Do not recreate the logo. Always enlarge and reduce the logo proportionally. The logo itself may not be reduced smaller than 0.5 in width. Do not use an old version of the CNA logo. The new CNA logo has been modified. Spacing between letters has been opened. The new CNA logo files can be downloaded at Minimum Size 0.5 Clear Zone The clear zone is the protected area surrounding the four sides of the CNA logo on all printed and electronic materials. No visual elements, including the edge of the piece, may violate the clear zone. 1/2 x x Logo Size and Positioning On an 8.5 x 11 piece, the logo should measure 1.25 in width. Adjust the size of the logo according to page sizes. Avoid using multiple logo sizes within one printed piece. The CNA logo should measure approximately 1 from the top or bottom and 1 from the left or right side of the page. It is acceptable to place the logo elsewhere on the page, as long as it is clearly readable and adheres to all other graphics standards. Ideal Size

6 Logo Usage The logo is the red letter forms on a white background. This logo must always remain CNA Red. Never reverse the logo out of color. Black and White Logo Usage Never use if color is available. The B/W logo may be reversed in white; however, never reverse the logo out of a photograph. When the logo occurs on a screen of over 50% black it should be reversed. On a screen of under 50% it should be black. B/W logo over 30% black B/W logo reversed out of 70% black B/W logo reversed out of 100% black 6

7 Market Brand Guidelines Colors for the market brand extensions cannot be substituted. The typeface for all market brands is Avenir Heavy, and the size and placement in relation to the logo are fixed. Clear zone specifications are the same as those applying to the logo. Never recreate these market brand logos. They can be downloaded from Market brands must always appear over a white background. A horizontal and a stacked version of the market brands have been created. Depending on the space available, either logo may be used. Never use both the horizontal and stacked logos in the same printed piece. Market brands, when appearing with the CNA logo, must be in all capitalized letters. Only the first letter of the market brand is capitalized in body copy. Market brand logo - horizontal color examples Market brand logo - horizontal B/W examples Market brand logo - stacked color examples Market brand logo - stacked B/W examples CNA Red Market brand in PMS 423 CNA Red Market brand in 50% black Black Market brand in 50% black Market brand logo - color Market brand logo - 2 color PMS 423 may be substituted with 50% black on two-color materials. Market brand logo - B/W Co-Brands Co-branding refers to occasions where CNA co-sponsors a program or activity with another entity, such as an agent/ broker, association, program administrator, or third-party administrator. Below are rules to follow in these situations: When CNA co-sponsors a program with another entity, the use of the CNA logo with additional logos is acceptable. If the CNA logo is not equal to the size of the co-branding partner logo, its use must be approved by CNA Corporate Communications. 7

8 What Not To Do Do not change the color of the logo. Do not stretch or change the dimensions of the logo. Do not use an old version of the CNA logo. The new CNA logo has been modified. Spacing between letters has been opened. The new CNA logo files can be downloaded at Do not place the logo on a dark background. Do not reverse out the logo from a background or photograph. Do not form shapes around the logo that imply new outlines. Do not use black and white logo over unacceptable contrast (refer to page 7). 8

9 Logo Usage on Premium Items Whenever possible, the red letter forms should be used on white. For example, a white shirt with red letters. If the logo needs to be placed over a dark background, either logo may be used depending on readability and number of colors available. If an item is of similar color to the CNA logo (for example, a red golf shirt), the logo may be reversed in white. This should be avoided whenever possible. If the red letter forms clash with a specific color of the material, the black letter forms may be used. This choice is available only on premiums and does not apply to standard printed materials. Logo usage on a premium Logo usage on a premium Logo usage on a premium 9

10 Color Corporate Color Palette Corporate Color Palette CNA Red (PMS 1797) is used in the CNA logo and as an accent color. CNA Gray (PMS 423) is the primary corporate color and should be used in every design where it is possible to use color. Avoid using large fields of PMS 423 as it is important to maintain white space. Pantone 1797 C 0% R 246 M 100% G 0 Y 99% B 2 K 4% CC3333 Pantone 423 C 10% R 147 M 7% G 148 Y 10% B 149 K 46% *On all electronic applications, such as PowerPoint presentations, use 50% black instead of PMS 423. Secondary Colors Secondary colors have been developed for use in collateral materials. Although there are no color-percentage specific guidelines, keep in mind that secondary colors should never overpower the CNA Red and CNA Gray. Other colors may be used sparingly. They can be used only as an accent and must coordinate with all CNA colors. CNA Red, CNA Gray, and the secondary colors must be the dominant colors. It is preferred to screen a secondary color rather than introducing a new color. Do not screen any CNA color more than 50%. Never screen CNA Red. One of the most important colors to use in all CNA communications is white. All designs should use as much white space as possible. In copy-heavy situations, it is better to downsize graphics and photos than to have the entire page full of text and images. Pantone 1245 C 0% R 209 M 27% G 151 Y 100% B 0 K 18.5% Pantone 280 C 100% R 12 M 72% G 37 Y 0% B 119 K 18% CC Pantone 1595 C 0% R 242 M 60% G 100 Y 100% B 0 K 6% Pantone 385 C 0% R 103 M 0% G 105 Y 87% B 0 K 56% FF Pantone 444 C 8.5% R 126 M 0% G 139 Y 6% B 122 K 47% Pantone 470 C 0% R 171 M 56% G 72 Y 94% B 0 K 34% Pantone 5125 C 65% R 92 M 86% G 28 Y 49% B 73 K 0% Pantone 5405 C 72% R 59 M 15% G 90 Y 0% B 111 K 56%

11 Corporate Fonts Avenir The CNA corporate typeface is Avenir. It should be used on all CNA materials. Body text should be black. Headings should be set in black or CNA Red; subhead colors are the choice of you and your designer. Copy-heavy pieces such as brochures, folders and sales sheets should have type sizes larger on the cover than on the inside. Similarly, the size of headlines, subheads and body copy should be scaled in order of importance. Headline size should be between point. Subhead and body copy size should be reduced accordingly. While these are the preferred sizes for type, the format and overall dimensions of the piece you are creating will dictate the appropriate type size. Upper- and lower-case type is the standard for all headlines, copy, etc. All-caps should not be used in body copy with the exception of the name CNA. Due to the limited number of computers with the Avenir typeface installed, if you are sending an electronic document or publishing HTML to the Web, Arial may be used as a substitute headline and body copy typeface. Garamond Garamond may be used as an accent font. Headline, body text or any core communications can never be set in Garamond. It may be used for captions, sidebars or as a graphic accent. It should be used sparingly and can never overpower the Avenir font. Use Garamond Book or Garamond Book Italic. Do not use Garamond Bold or Garamond Bold Italic. If you are sending an electronic document to recipients who may not have Garamond, Times can be used as the default typeface. Arial Narrow Arial Narrow may be used only in situations where space is limited and copyfitting is difficult. Never use Arial Narrow as a headline or for main body copy. Avenir (Primary font) Avenir Light Avenir Light Oblique Avenir Book Avenir Book Oblique Avenir Medium Avenir Medium Oblique Avenir Heavy Avenir Heavy Oblique Avenir Black Avenir Black Oblique Garamond (Secondary font) Garamond Book Garamond Book Italic Arial Narrow (Secondary font) Arial Narrow Arial Narrow Italic Arial Narrow Bold Arial Narrow Bold Italic 11

12 General Photo Usage Photography should feature at least two people in a situation that is directly or metaphorically representative of partnership, or should directly relate to the business focus for which the materials are being created. Photography should be contemporary and engaging. Avoid single people in posed positions. Avoid using montages. Do not use illustrations. When choosing photography of people, try to select images with diversity among gender, age and ethnicity. Color photography is preferred, unless the piece is printed in only black and white. When using a B/W photograph, do not use the photographic filter treatment. Duotones may be used, but should not be the most prominent image. Duotones should be used in one of the secondary colors. Never use CNA red in a duotone. Clip art should never be used. Photo Example 12

13 Charts and Graphs All charts and graphs should be simple, clean and readable. Use the Secondary colors identified on page 10. Other colors may be used; however, it is preferred to screen a secondary color rather than introduce a new color. Do not screen any CNA color more than 50%. Never screen CNA Red. When developing graphs with text, readability is the highest priority. Communicating information is the primary purpose. Never compromise readability for visual impact. PowerPoint Colors When full access to the Windows color selection is available, refer to the RGB color breaks on page 10. When using Microsoft Office modules that offer only a limited choice of colors, refer to the diagram below for those that most closely match the CNA colors. Pie Chart Example Bar Chart Example Leader dots are recommended for connecting information. Item ,050 Item ,234 Item ,300 Item ,003 Item ,098 Item ,209 Total ,894 Graph Example 13

14 Copy Approach and Style Supporting agents and distribution partners it is core to the success of our business, and it is critical to the success of our communications. While the majority of information within your materials will be devoted to explaining or promoting your business or service, it is important to remember why these businesses or services can help an agent and their clients make their businesses stronger and ultimately more successful. When speaking to customers, use the word you. When speaking to agents, emphasize the benefits of partnership with CNA. Headlines and subheads should be benefit driven with supporting body copy offering the features that make the benefit possible. Explain how the business or service will change customers or agents real experiences, in daily life or business for the better. Avoid category sells. All copy should highlight the unique benefits of choosing CNA for this coverage as opposed to selling a general product or service category. Be concise. Walk through the decision. Editorial flow should lead the customer/audience through the story or sale in a linear fashion. Always complete your piece with a call to action, complete with contact information, preferably by phone, and web. Corporate Sign-Off/Call to Action For double-sided materials, the CNA logo should appear by itself on the front and the CNA logo with Corporate Sign-Off should appear on the back. For single-sided materials, the CNA logo and Corporate Sign-Off should appear on the front. The Corporate Sign-Off should always be separate from the body text and ideally, should be near the CNA logo. The Sign-Off should be set in Avenir Heavy. Two Corporate Sign-Off lines are provided. One for communications directed to brokers and agents and one for all other audiences. In either Sign-Off the cna within the web address should always appear in red. If the Sign-Off appears stacked into two lines, the X-height of the top line must align with the top of the CNA logo and the combined X-height of both lines must not exceed the height of the CNA logo. Agent Broker Sign-Off: General Audience Sign-Off: Discover how partnership with CNA can make your business stronger at Discover how partnership with CNA can make your business stronger at 14

15 Copy Approach and Style (cont.) Punctuation, Grammar, etc. The AP Guide should be used as the standard for all punctuation and grammar. Naming Conventions Consistent use of names is another important method for maintaining a single, powerful identity. Products CNA can precede product names, i.e. CNA Central. The use of Claim vs. Claims: We should always refer to the business unit as the singular Claim, as in Worldwide Claim. When referring to the activity of the department, the singular should also be used, i.e.: CNA provides experienced claim support. The plural, claims, should only be used when referring to actual multiple claim submissions, i.e.: The insured filed multiple claims as the result of a loss. The Appearance of the CNA Name CNA must always be capitalized. It can only appear in either CNA red or black. Copy Format All copy, whether it appears in a brochure or sales sheet, should be left-justified. To help with readability and give the piece a lighter feel, the leading should be equal to the font size plus 2 points minimum. Avoid using indents for paragraphs. Spacing between paragraphs is determined by taking the leading plus one half the leading. For example, if the leading on your copy is 16 pts., then the spacing between paragraphs would be 24 pts. ( [1/2 of leading] = 24pts). 15

16 Stationery and Business Communication Standards Templates for business communications have been provided to approved vendors and stationery items must be ordered through SmartSource. However, here are general stationery guidelines: Name, title and business area will be the standard identifier. Titles will be printed without abbreviations (i.e. Assistant Vice President and not AVP). CNA will not precede business areas (i.e. Commercial Middle Market and not CNA Commercial Middle Market). Try to limit the amount of information to eight or nine lines of copy. CNA Center 10 South Chicago IL May 7, 2003 Addressee Company Name Mailing Address Person A. Person Title, Business Area Telephone Facsimile Person A. Person Title Business area CNA Center Floor Number Chicago, IL Telephone: Facsimile: Standards sign-off should not contain logos or modified fonts of other attachments. Below is an example of appropriate sign-off: Person A. Person Title, Business Area Telephone Facsimile Important Stationery is just one example of an existing created template. Please check with for a list of other templates for your usage. 16

17 Signage Permanent corporate signage must be requested through Corporate Real Estate. Signage posted on CNA property, including lobbies, elevator banks, etc., must conform to the design guidelines set forth in this document and must be posted with permission from Corporate Real Estate. Logo for signage Whenever possible, the red letter forms should be used. However, if the CNA Red clashes with an interior space, the logo may be created in an alternate material. Refer to pages 5 and 6 for clear zone information. Specifications for this approach are available through Corporate Real Estate. Embossed steel for signage (Logo illustrated at an angle to show dimension. Never distort shape of logo.) 17