BRAND STYLE GUIDE Free to do what s right for you ṢM
TABLE OF CONTENTS ABOUT THIS GUIDE CAMPAIGN OVERVIEW CAMPAIGN OBJECTIVE 5 CAMPAIGN IDEA 6 CAMPAIGN PHASES 7 CAMPAIGN TONE 8 CAMPAIGN ELEMENTS TRUSTED CHOICE BRAND NAME 10 KEY MESSAGES 11 COLOR PALETTE 12 LOGO USAGE 13 PREFERRED LOGO 13 SMALL LOGO 14 LOGO BUG 14 AFFILIATE USE 15 PARTNER USE 15 LOGO GROUPINGS 16 LOGO CLEAR SPACE 17 INAPPROPRIATE USE 18 ONLINE LOGO USE 19 TAGLINE POSITIONING 20 TYPOGRAPHY 21 PHOTOGRAPHY 24 LEAD PHOTOGRAPHY 24 SUPPORT PHOTOGRAPHY 26 GRAPHIC ELEMENTS 27 THE GRADIENT BAR 27 THE BANNER 28 THE RAYS BACKGROUND 29 USE FOR AGENCIES LEADING WITH THE CAMPAIGN 31 PROMOTING PROVIDERS 32 USE IN YOUR OWN MATERIALS 34
ABOUT THIS GUIDE This style guide is designed to help ensure consistency and purity of the brand message and its visual appeal. Continuity and adherence to these guidelines are critical to the success of the campaign, as inconsistency can discredit a brand in the eyes of consumers. Visual and messaging guidelines are provided in this guide as well as tips on how you can support the campaign. The success of this campaign, for our agencies and agency partners, depends on support from all. With your shared commitment, we will continue to grow in our communities and as a recognizable brand nationwide. 3
CAMPAIGN OVERVIEW
CAMPAIGN OBJECTIVE The goal of the Trusted Choice Freedom Campaign is first and foremost to create awareness, but also to open up an entirely new pool of potential leads for independent agents by educating consumers and businesses of their advantages. By establishing the Trusted Choice brand name, we band together the pool of 140,000 licensed Independent Insurance Agents & Brokers of America, making Trusted Choice the largest group of agents bound by a common commitment to do what is right for their customers. The campaign is designed to tee up the individual agency brand, rather than compete with it. The goal is not to brand the independent agencies, but connect them to a larger entity that can add credibility among consumers. 5
CAMPAIGN IDEA FREE TO DO WHAT S RIGHT FOR YOU ṢM These days, there s a lot of noise about finding the right insurance at the right price. Thanks to companies with big spending, many people are aware of the benefit of having an insurance agent to answer questions. But what people don t realize is that agents are not all created equal. Trusted Choice Independent Agents are not trapped by the options of one company, but can pick and choose from many to get better deals and more comprehensive coverage, while still offering truly personalized service that can t be found shopping directly online. 6
CAMPAIGN PHASES Free to do what s right for you. is intended to be a long-standing tagline, with many different applications. At its core, it expresses the unique ability of Trusted Choice Independent Agents to use their flexibility to their clients benefit. In the first year of the campaign, materials are solely focused on the comparison of captive agents vs. independent. The message is particularly eye-opening for consumers. The next support materials for the campaign will be focused specifically on how that freedom benefits commercial and small business owners. Next, we will show how the freedom of choice, combined with personal service gets you better options than direct channels be it a single company or an online aggregator. 7
CAMPAIGN TONE The tone of this campaign is: BOLD, FUN and INFORMATIVE. This campaign is unmistakably fresh and meant to cut through the clutter of radio and TV commercials, print, online and direct mail communications. The language is friendly and helpful. It uses plain terms to clearly tout the benefits of choosing Trusted Choice over a captive competitor. Using helpful, simple language, while avoiding too much insurance jargon helps reinforce that Trusted Choice Independent Agents are approachable and committed to helping customers through the insurance process, from quote through claims. 8
CAMPAIGN ELEMENTS
TRUSTED CHOICE BRAND NAME HOW TO USE THE TRUSTED CHOICE BRAND NAME The brand name Trusted Choice should be denoted with a registed mark, at least once per page. (First mention is preferred, but this can be in body copy.) The phrase Trusted Choice should not be used in language as anything other than the brand name. For example, do not say things like, The Trusted Choice in insurance. Agents should be referred to as Trusted Choice Independent Insurance Agents, except where the idea of insurance has been clearly and prominently established. In these cases referring to the agents as Trusted Choice Independent Agents is acceptable. When the idea of Independent Insurance Agents has been clearly and prominently established, referring to the agents as Trusted Choice Agents is acceptable. Never create any new taglines or trademarks utilizing the Trusted Choice name. 10
KEY MESSAGES The market is flooded with insurance messaging, most of which is attention-grabbing and entertaining. But what makes our campaign unique is that we have unique benefit messages to deliver. Consistent use of the following messages will help us collectively make a strong differentiation for Trusted Choice Independent Agents. Many insurance agents are stuck with one company, and therefore have limited options to offer. Trusted Choice Independent Agents have access to multiple providers and more options. Trusted Choice Independent Agents are free to shop many companies to find you a better deal. Because they work for themselves, Trusted Choice Independent Agents can offer you unbiased service from quote through claims. Trusted Choice Independent Agents can competitively shop around on your behalf. Trusted Choice Independent Agents offer the benefit of one-stop competitive shopping. As life changes, you can change your insurance plan without changing agents. 11
COLOR PALETTE The primary color palette is confident, clean and optimistic. Pantone 2925C is the primary Trusted Choice brand color and should always be used to keep our look consistent. Pantone 2925C C 76 M 25 Y 0 K 0 R 0 G 155 B 222 WEB #009bdf Our secondary colors are Pantone 429C, Pantone 287C, Black and White. These colors can be used as compliments to the primary color for backgrounds, font colors, navigational bars online, etc. Pantone 429C C 38 M 27 Y 27 K 0 R 163 G 170 B 174 WEB #a3aaae Pantone 287C C 100 M 87 Y 20 K 11 R 0 G 47 B 135 WEB #002f87 BLACK C 0 M 0 Y 0 K 100 R 255 G 255 B 255 WEB: #000000 WHITE C 0 M 0 Y 0 K 0 R 255 G 255 B 255 WEB #ffffff Our accent color is Pantone 158C, which is to be used for special circumstances such as web buttons, where a specific differentiation from brand colors is needed. If Pantone 158C is already in use and a second accent color is needed, use Pantone 186C. Pantone 158C C 2 M 67 Y 100 K 0 R 238 G 116 B 33 WEB ee7412 Pantone 186C C 12 M 100 Y 91 K 3 R 207 G 16 B 45 WEB cf102d 12
LOGO USAGE PREFERRED LOGO The Trusted Choice logo is the primary visual element of the identity program. The logo is synonymous with the organization and should be used prominently on all communications. The logo can be used in its two-color or one-color form. The PMS 2925 is most preferred. When brand colors are not available, use the black only option. 2 color 1 color Do not use this logo any smaller than the minimum size indicated. For smaller usage, use the small logo on the following page. NOTE: It is very important to use the words Independent Insurance Agents with one of the approved lockups wherever possible, as Trusted Choice alone does not have enough meaning to consumers. Doing so will help reduce confusion that Trusted Choice is a carrier itself, and will allow the Independent Agency brand to co-exist. black.675 minimum size 1.55 13
LOGO USAGE SMALL LOGO Use this logo in smaller spaces when the minimum size of the preferred logo (see previous page) cannot be adhered to. This allows clear legibility of the words, Independent Insurance Agents. This logo should not be used any smaller than the minimum size indicated here. LOGO BUG For smaller spaces, the Trusted Choice bug may be used alone. This option should be withheld for unique circumstances such as unusually small spaces. Do not use the bug any smaller than the minimum size indicated here..35.35.33 1.2 minimum sizes 14
LOGO USAGE AFFILIATE USE For specific associations that are part of Trusted Choice (such as state associations), the small/ horizontal logo format should be utilized, simply replacing the text, Independent Insurance Agents with the more specific description. See example. This application is ideal for State Associations or individual agents who would like to utilize the Trusted Choice logo as their own. MN INDEPENDENT INSURANCE AGENTS & BROKERS ASSOCIATION BILL JOHNSON INSURANCE AGENCY, LLC examples In this case, the only font that should be used is AVENIR 65 MEDIUM font. Please do not use bold or other fonts in this usage. PARTNER LOGO USE To demonstrate a partnership with Trusted Choice Independent Agents, use the preferred logo partner lockup. Proud supporter examples Proud supporter of 15
LOGO USAGE LOGO GROUPINGS There may be occasions where the logo will be coupled with an agent s logo. Follow these guidelines on how to position the agent s logo with the Trusted Choice logo. The space between logos and the line or vertical space between the top and bottom logos should equal the height of the capital T from the Trusted Choice logo. 16
LOGO USAGE LOGO CLEAR SPACE The Trusted Choice logo should not be crowded. Other logos, graphics and type should not be placed too close to it. Follow these guidelines for spacing around the logo. Lorem ipsum dolor sit amet, consectetuer. 17
INAPPROPRIATE LOGO USE Do not change color of logo under any circumstances. Do not add drop shadows to the logo. Do not use the logo as a watermark for any reason. Do not emboss the logo. Do not put the logo inside of a graphic element such as a starburst, etc Do not separate the eagle from the lockup. Do not add words or graphics to the logo. 18
ONLINE LOGO USAGE ONLINE Whenever possible, the logo/tagline should be incorporated with your branding above the fold. When using the logo within the footer of the page, the PMS 287 and black colored logo is to be used. 68px Free to do what s right for you ṢM 360px BANNERS Use the white logo on the 2925 background for all banners. Recommended for 300 x 250 and 728 x 90 Recommended for 160 x 600 size banners For logo sizes on banners follow these two size requirements. 80px 75px INDEPENDENT INSURANCE AGENTS 190px 143px 60px 190px 19
TAGLINE POSITIONING When choosing a logo/tagline lockup, consider its placement on the page: If the logo is on the right side of the page such as in the print ads use the version with logo on the right. Free to do what s right for you ṢM If the logo is on the left side of the page such as on the website use the version with logo on the left. Free to do what s right for you ṢM Where space is limited horizontally, use the lockup with tagline below the logo. Free to do what s right for you ṢM If using the lockup over a photo use the gradient bar for better readability. 20
TYPOGRAPHY Please follow the typography guidelines when creating any campaign-related material, ie: Posters, Print Ads, Collateral Pieces and Online Materials. The campaign typeface is AVENIR. Avenir is a geometric sans-serif typeface. It is a very contemporary font that has a classic and stable look with a future forward feel. The word avenir is even French for future. If you need to purchase the AVENIR font, it can be purchased here: fonts.com Our alternative typeface is FUTURA. It should primarily be used for Word documents and PowerPoint presentations if AVENIR is not available. Options for alternate web fonts are FUTURA and ARIAL. AVENIR 95 BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890{}?!/@#$%& AVENIR 55 ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890{}?!/@#$%& AVENIR NEXT AVENIR 65 MEDIUM OBLIQUE 21
TYPOGRAPHY HEADLINE COPY For brand communications, headline copy is always typeset in AVENIR 95 BLACK, in all caps. Alignment should work best with the placement of the agent. If the space for the headline works best on the right side, align the copy right aligned. The reverse is true for left aligned copy. Headline should be prominent and easy to read. Do not use initial caps Is your insurance agent Do not use a lighter font weight IS YOUR INSURANCE AGENT Do not use a typeface other than Avenir 95 Black IS YOUR INSURANCE AGENT In this example all copy is right justified 22
TYPOGRAPHY SUBHEAD Subhead copy treatment is always typeset in AVENIR BLACK, upper case only. The size should generally be larger than the body copy and smaller than the headline. BODY COPY Body Copy treatment is always typeset in AVENIR MEDIUM, in upper/lower sentence case. Body Copy should always be below the Subhead. CALL TO ACTION The CTA copy treatment is always typeset in AVENIR HEAVY, upper and lower case. CTA should always be below the body copy. Alignment of the Subhead, Body Copy and Call To Action should always adhere to the headline s placement. For example, if the headline is on the right side of the page and right aligned, the Subhead, Body Copy and CTA should be placed on the right side and right aligned. The reverse is true for left aligned copy. NOTE: Copy should never be placed over the image of the entrapped agent. SUBHEAD BODY CTA In this example all copy is right justified 23
PHOTOGRAPHY LEAD PHOTOGRAPHY The campaign aims to create a connection with consumers through the use of humor. Lead photography for our brand communications should always be bold and attention-grabbing. While satirical, the images should not feel dark or too overtly humorous. The humor is subtle. The subjects of the photography should be front and center, rather than distant. 24
PHOTOGRAPHY NOTE: When portraying the captive agent, he/she should not appear to be surprised by his/her situation, but rather resigned. They should not appear to be unsavory individuals, but simply have signed themselves up for an unfortunate situation. Expression should be telling, but not pushed to the level of slapstick. When portraying captive agents or independent agents, diversity should be carefully considered. Images should not trigger any negative connotations related to the captive nature of the agent. 25
PHOTOGRAPHY SUPPORT PHOTOGRAPHY Once we have the attention of consumers, secondary photography may be used to support the message of the freedom campaign. Images that represent customers, both personal and commercial, as well as Trusted Choice Independent Agents can be used. These images should reinforce the benefit brought to their lives by the freedom of choice. Photos should be friendly, real and welcoming. People should be shown in real-life environments, not posed or looking at the camera directly. Examples of support photography use are inside direct mail pieces, on websites and sales collateral. Advertising materials should lead first with campaign photography, and use support photography only as a payoff to the initial message. 26
GRAPHIC ELEMENTS THE GRADIENT BAR To separate the Trusted Choice name and tagline from darker backgrounds, a gradient bar can be used. Please use these colors to define the gradient. PMS 298 PMS 2925 Also, notice the placement of the eagle wing outside the blue bar. This design element is a subtle cue to the notion of freedom as our agents are not bound to the confines of a single provider. Free to do what s right for you ṢM A shorter blue bar can be used if the tagline is not in place. 27
GRAPHIC ELEMENTS THE BANNER To celebrate our freedom, we created a flag to mark our independent nature. This banner can be used in branded communications as another expression of how we are free do do what is right for our customers. Primary messaging on the banner should speak to freedom. (i.e. Freedom of Choice and Free do to what s right for you. ) In other occasions the banner can be used as a graphic element for directional messages or call to action. See included examples. General use sample THE BANNER FONT AMERICAN CAPTAIN ABCDEFGHIJKLMNOP QRSTUVWXYZ 1234567890{}?!/@#$%& As a background element, Lacrosse event 28
GRAPHIC ELEMENTS THE RAYS BACKGROUND As a graphic addition to backgrounds we have included a sun ray treatment. This adds a feeling of optimism to our freedom story. The use should be limited to backgrounds for posters, sponsored events materials, community signage, etc. or as supplementary background on brochures, direct mail or website. Presenting the Trusted Choice & ispack FAN OF THE GAME. Free to do what s right for you ṢM 29
USE FOR AGENCIES
USE FOR AGENCIES LEADING WITH THE CAMPAIGN It s important for all of us to commit to the Freedom Campaign so leads that are generated from our television commercials, radio spots or print campaign see familiar messaging coming from you. So in your communications, it s vital that the Free to do what s right for you message is prominent so potential customers can immediately associate you with the Trusted Choice brand. Remember, the Freedom Campaign is meant to tee up and strengthen your own agency s brand as being independent and fully committed to doing what s right for your customers. You can customize and download your own branded Freedom Campaign materials with easy to use templates here: https://trustedchoice.com/agents 31
USE FOR AGENCIES PROMOTING PROVIDER COMPANIES When creating a co-branded Trusted Choice ad that highlights a particular provider, always separate that provider name or logo from the Trusted Choice logo and your own brand logo. You can use the co-branding logo guidelines or use one of the approved Trusted Choice brand templates. The company provider logo must never exceed 50% the size of the Trusted Choice logo or your own agency logo. To assure that the freedom message is always supported, the provider name or logo should always be preceded by the language, Representing many reputable providers, such as: IS YOUR INSURANCE AGENT FREE TO GET YOU A BETTER DEAL? AN INDEPENDENT AGENT HAS FREEDOM OF CHOICE. With access to many different companies, Trusted Choice Independent Agents have more options at their fingertips. They can competitively shop around for you and put together a plan that suits both your needs and your budget. The only one they answer to is you. Find your independent agent. Find a better deal at trustedchoice.com Free to do what s right for you ṢM LET S SEE WHAT FREEDOM OF CHOICE CAN DO FOR YOU. Jim Nasium 800-123-4567 website address Representing many reputable providers, such as: 32
USE FOR AGENCIES PROMOTING PROVIDER COMPANIES In addition to print materials, prerecorded radio and TV spots are available to for you to personalize. Each has alloted time at the end to record your own message. Below is suggested language for promoting partner companies along with your own agency brand. In television, when using two logos, always end with your own brand and Trusted Choice. :08 RADIO TAG TEMPLATE: VO: Visit the [AGENCY NAME] agency in [town or city], [state] for coverage from reputable companies like [COMPANY NAME] :07 TV TAG VOICE OVER TEMPLATE: For coverage from companies like [COMPANY NAME], visit the [AGENCY NAME] agency in [town or city], [state]. For coverage from companies like [COMPANY NAME], visit the [AGENCY NAME] agency at [WEBSITE ADDRESS]. Example: Frame 1 Frame 2 AVO: For coverage from companies like Progressive, visit the Hartland Insurance agency in Chicago, IL. Customize and download your own branded Freedom Campaign materials here: https://trustedchoice.com/agents 33
USE FOR AGENCIES LOGO AND TAGLINE USAGE IN YOUR OWN MATERIALS When creating your own branded materials, adding the Trusted Choice logo and tagline can help support your messaging, as well as allow your brand to be part of a larger entity. Please be sure to adhere to all logo and tagline usage guidelines. 34