Introduction. How to use this guide

Transcription

1 Brand Guidelines

2 Introduction The purpose of this guide is to establish a consistent application of the Clements Worldwide brand identity across the company at every client or partner touch point. From the internal to the external the Clements Worldwide brand should be communicated with consistency and authority. How to use this guide As an employee of Clements Worldwide everything you do while on the job is a reflection of Clements. While most efforts will require pre-approval those that are part of everyday job functions will likely not and thus should follow the guidelines. Use this guide as a reference tool when making decisions regarding any client or partner facing touch points. Ask yourself... Will a potential client/partner see this? Does this follow the rules stated in the Clements Worldwide Brand Guidelines? Has the marketing department approved this? 2

3 Table of Contents 1. Clements Worldwide Logo The Elements Positioning Sizing Incorrect Usage Communications External Communications Boilerplate Social Media Press Releases & Media Inquires Colors Color Palette Color Usage Language Guidelines Proper Names & Abbreviations Symbols Design Features The Ike The Ike Curve The Tag Line Compliance Standard Disclosures Typography Typeface

4 The Clements Worldwide Brand The brand is communicated in every interaction a person has with Clements Worldwide. From a telephone greeting to a full and robust website the Clements Worldwide brand is there. Potential partners and clients connect with Clements Worldwide in many different ways. All of which should reflect the brand. Business Cards s Phone Greetings Websites Advertisements Brochures Presentations Exhibits Applications Media Coverage Trainings Employees Offices Newsletters Addresses Social Media Giveaways Outbound Calls Publications Policy Documents Events Partnerships Proposals Sponsorships Interviews Quotes Memberships Customer Service Press Releases And more... 4

5 Vision & Philosophy Vision To provide peace of mind and financial protection worldwide. I. C. A. R. E. Philosophy Integrity We will adhere to a code of moral and ethical conduct in which all business will be in full compliance with the comments made to our employees, our co-co workers, our clients, our partners and other regulatory bodies Customer We will exceed the service expectations of our employees, co-workers, clients and partners and remain a service-oriented, trustworthy, caring and financially stable organization. Achievement Our steady growth is built upon an entrepreneurial culture that encourages our employees to apply innovative solutions to business challenges and opportunities. Relationships We will continue to build long-term relationships with reputable organizations, partners, vendors, co-workers and employees which are based upon mutual honesty, respect and a strong understanding and belief in our value system. Enjoyment We are committed to fostering a prosperous environment, where our employees share the Clements values system and are able to achieve the highest quality of life, both at work and at home. 5

6 1. Clements Worldwide Logo 1. The Elements 2. Positioning 3. Sizing 4. Incorrect Usage 6

7 LOGO 1. The Elements Logomark (affectionately referred to as Ike) Logotype Spacing Clear space is the area surrounding the logo. Clear space is defined by the distance x, a unit of measurement equal to the height of the letter C in the Clements logo. The clear should space remain free of all graphics, photography and typography for maximum brand recognition. 7

8 LOGO 1.1 The Elements When working with wholesale/white label partners powered by is added to the logo as appropriate: Powered by: 8

9 LOGO 1.2 Positioning The Clements Worldwide logo is right-aligned. Ideal logo placement should be at the top right or bottom right of printed documents. Standard exceptions include co-branded materials and the website. Each exception is made on a case by case basis. Guaranteed-Issue International Term Life Insurance YOU SHIPPED IT. Financial Protection Your Family Can Rely On: No Medical Exam Required* WorldAuto International Fleet Insurance Low fixed premium for portable term life coverage up to USD 500,000 in benefits. PMI and Clements Worldwide guaranteed-issue international term life insurance* provides coverage for international members. Our new top-rated life program covers you worldwide at discounted rates. Additionally, this worldclass family-protecting insurance is available without a medical exam. According to the Life Insurance and Market Research Association, experts recommend having enough life insurance to replace income for 7 to 10 years. Unfortunately, the reality is that the typical married couple has less than half that amount**. Clements Guaranteed-Issue International Term Life Insurance makes it easy to financially protect your family with A-rated coverage and enjoy peace of mind. With a Clements life insurance policy, you get: Financial protection that will stay with you regardless of whether you change jobs, or move anywhere in the world as long as you retain your PMI membership. Coverage for death as a result of illness*, accidents and acts of war and terrorism. Tiered limits up to USD 500,000, with rates starting as low as $22 USD per month. Continuous coverage to age 71 prime income earning years. No medical exam or blood tests required. Guaranteed admittance instant protection. Quick and easy online enrollment. About the Partnership PMI members have access to quality personal and professional benefits. With the growing need to provide benefits that can be used by international members, PMI looked for an insurance company with a track record of offering life insurance throughout the world. Since 1947, Clements Worldwide has provided comprehensive insurance solutions to the international community. With a reputation for unparalleled customer service and superior claims handling, we believe Clements has the knowledge and experience to best serve PMI member needs. All active ACS members can receive the first 60 days of coverage FREE so enroll today! For More Information Contact Clements cps@clements.com nternational roads are not always easily, or safely, navigable. Treacherous Iroad conditions and inferior infrastructure present daily dangers to vehicles at every turn. Depending on the location of the vehicles, other risks that may be lurking include car-jacking and theft. Clements Worldwide provides comprehensive coverage for every vehicle-related transportation hazard. Comprehensive Coverage Clements provides coverage for all vehicles in an organization s fleet, including motorcycles, trucks and SUVs. This protection extends to physical damage, as well as excess liability (third party) insurance. Insured vehicles will be covered regardless of whether the vehicle was in a collision or was parked when the damage was sustained. Political Violence Extension With over 60 years of experience working with clients in conflict regions, Clements is well-qualified to provide organizations with the right coverage. The political violence extension is a unique product that protects organizations from the financial risks presented by civil unrest, war, riots, and acts of terrorism. Flexible Coverage Clements designs every individual program in order to give customers the best rates and the most appropriate coverage. This approach helps organizations to receive full protection, including no breaks in coverage when crossing borders. Coverage is available worldwide*. Personal Accident Extension Typical local liability policies fail to provide sufficient coverage to compensate for bodily injury resulting from an accident. WorldAuto TM includes Personal Accident protection which provides financial relief should a driver or passenger sustain injury or death as a result of an accident. Local policies frequently do not offer this extension. *See Coverage Details for location exclusion information Clements continues to be the leading provider of trusted and reliable insurance services for relief and development organizations and the people who support them. Our portfolio of insurance products include: > Personal Auto > Transit & Cargo > Group Health > Political Risk > Kidnap & Ransom > Foreign Property & General Liability > Director s & Officers Liability > DBA Worker s Compensation > Travel Medical > Term Life > Personal Liability > Long-Term Disability Contact Clements Today or request@clements.com Join us for a free webinar! Learn the basics of risk management & how to save your organisation money. Get more info at clements.com/export NEVER LEAVE ANYTHING TO CHANCE TAKE CLEMENTS WITH YOU THEY LOST IT. ARE YOU COVERED? From Transit & Cargo to Commercial Liability, UK exporters face significant risks. We can help provide comprehensive solutions for all commercial enterprises. Clements has been helping exporters meet their specialty and high risk insurance needs for over 65 years. For a free consultation or to learn more, contact: Gareth Saunders gsaunders@clements.com clements.com/export TRANSIT & CARGO PROPERTY SPECIALTY & HIGH RISK Washington, DC London Dubai Copyright 2014 Clements Worldwide. All Rights Reserved. #PI-040-PS-PMI 9/14 Copyright 2013 Clements Worldwide. All Rights Reserved. #CI-010 1/13 (See back for additional coverage details) 9

10 LOGO 1.3 Sizing The logo can be as large as necessary within reason. To ensure legibility, the minimum size of the Clements Worldwide logo is.625 or mm wide for print applications and 125 pixels wide for electronic media. 10

11 LOGO 1.4 Incorrect Usage Do not alter the logo colors. Do not distort the logo in any way. Do not recreate the logo in another typeface. 11

12 2. Colors 1. Color Palette 2. Color Variations 12

13 Color 2.1 Color Palette There are five main colors used in the Clements Worldwide marketing. The official colors which represent most of the brand and products are used most often. There are also the colors we used for the Scholars Health Program as well as the orange accent color that is most often seen on online advertisements as well as the buttons on clements.com Official Colors { CMYK 47:0:100:0 RGB 140:198:63 Hex #96CA54 Pantone 367 CMYK 62:56:54:29 RGB 92:87:89 Hex #5C5759 Pantone 425 Alternate Colors { CMYK 28:87:85:26 RGB 146:55:45 Hex #92362D Pantone 478 CMYK 0:48:88:0 RGB 248:152:56 Hex #F79737 Pantone 716 CMYK 65:28:100:11 RGB 100:136:59 x Pantone 450 Scholars Web buttons Tagline / Web links 13

14 Color 2.2 Color Usage Every effort should be made to use the original full color version of the logo. However circumstances may require using an acceptable alternate. Acceptable alternate logo reasons: Printing Dark background Restriction of multi-colors 14

15 3. Design Features 1. Ike 2. The Ike Curve 3. Tag Line 15

16 Design 3.1 Ike The logo mark affectionately referred to as Ike should only be used when accompanied with the full Clements Worldwide logo. On a case by case basis Ike can be used as a stand-alone with approval from Marketing. 16

17 Design 3.2 The Ike Curve Current Clements Worldwide branding includes the Ike Curve positioned on the left side of print collateral. CAR PROPERTY LIFE & HEALTH SPECIALTY & HIGH RISK Washington, DC London Dubai 17

18 Design 3.3 Tag Line The current Clements Worldwide tag line should be featured in all capital letters, ideally with alternate colors as shown: NEVER LEAVE ANYTHING TO CHANCE TAKE CLEMENTS WITH YOU NEVER LEAVE ANYTHING TO CHANCE TAKE CLEMENTS WITH YOU 18

19 4. Typography 1. Typeface Overview 19

20 Typography 4.1 Typeface The Gotham font family is the primary typeface and should be used in printed material. Eurostile is the logo typeface and is used sparingly as an accent. The Arial & Calibri font family is the preferred typeface for web and . 20

21 5. Communications 1. External Communications 2. Boilerplate 3. Social Media 4. Press Releases / Media Relations 21

22 Communication 5.1 External Communications Client-facing communications are highly visible representations of Clements Worldwide and as such should have continuity. To aid in the consistency and credibility of our brand, templates have been created for various client facing needs. These templates can be found on the intranet in the File Library. File Library Contents PowerPoint Presentation Templates Proposals Letterhead 22

23 Communication 5.2 Boilerplate Boilerplate is standard text that can be reused as necessary. When in need of a description of Clements Worldwide use the below boilerplate text. Clements Worldwide is the leading provider of insurance solutions for expatriates and international organizations. Founded in 1947, Clements offers worldwide car, property, life, health, specialty, and high risk insurance to clients in more than 170 countries. Our dedicated staff in Washington, DC, London, and Dubai are committed to providing superior customer service and claims response. For more information on Clements Worldwide and our global suite of services, visit When necessary the boilerplate can be edited for a specialized subject matter. Contact marketing for assistance in creating a more customized boilerplate. 23

24 Communication 5.3 Social Media All company centric social media is managed through the Marketing Department. Clements Worldwide is active on the following platforms: Facebook: Twitter: LinkedIn: Vimeo: Google+: Personal social media accounts used for work purposes such as accounts on LinkedIn should follow all Clements Branding Guidelines or should be kept separate. For more information reference the Social Media Guide on the Marketing Intranet page. 24

25 Communication 5.4 Press Releases & Media Inquires Press Releases Marketing releases press alerts on new partnerships, products, or industry trends that are both (1) relevant and interesting to the market place and (2) will help bolster the Clements Worldwide brand as a thought leader and innovator in global insurance products. If any department has plans for a new product or partnership introduction, or other press release ideas, it should contact marketing as soon as possible so we can prioritize the release within the overall marketing calendar. Media Inquiries Should you receive a request for an interview, comment, or any information on Clements from anyone who intends to publish the information in the press, a blog, a presentation, or online (including requests at tradeshows), direct the request to the Marketing Communication Manager immediately. Clements actively looks to increase its brand recognition through press placement by focusing on key messaging and talking points. Marketing will ensure the request is answered in a way that best supports our business goals and brand. 25

26 6. Language Guidelines 1. Proper Names & Abbreviations 2. Symbols, etc. 26

27 Language Guidelines 6.1 Proper Names & Abbreviations The Company Clements Worldwide - When referring to the company in the first instance use the full Clements Worldwide name, following references can be just Clements. Official versions { The Products contain a bolded GlobalCare is one word, capital G and capital C portion of the product name. Note WorldAuto is one word, capital W and capital A use of registered MissionsAbroad is one word, capital M and capital A trademark. Scholars Health Program In all documents the full name should be given first. Any subsequent mentions can be referred to as Scholars. Currency Abbreviations United States Dollar - USD 300 British Pound - GBP

28 Language Guidelines 6.2 Symbols Symbols and icons have been carefully crafted and chosen to represent the Clements Worldwide brand. The symbols and icons are available for use for various client facing collateral. Please refer to the marketing department for availability. { Car/Motor Property Health Life Student Motor Commercial Property Fleet Shipping / Transit & Cargo Health / Group Benefits 28

29 7. Compliance 1. Standard Disclosures 29

30 Compliance 7.1 Standard Disclosures Dubai Disclosure Clements Worldwide is a trading name of Clements Dubai Ltd. and is a fully owned subsidiary of Clements Worldwide. Clements Dubai Ltd. is regulated by the DFSA. London Disclosure Clements Worldwide is a trading name of Clements Europe Ltd. Clements Europe Ltd is registered in England and Wales at 40 Lime Street, London, EC3M 7AW under registration number and is a fully owned subsidiary of Clements Worldwide. Clements Europe Ltd is authorised and regulated by the Financial Conduct Authority (FCA) to conduct insurance mediation activities. Signature Template First Last Job Title Brand Guidelines 4/20/2015 Clements Worldwide P or F clements.com facebook twitter linkedin 30