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Links Insurance Brokers LLC brandbook



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Creating a new, fresh face for our clients is one of the things we do best. LinksIB was looking to rebrand and they came to us to create their image and tone. We built a full brandbook that includes guidelines for future partners of LinksIB.

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Links Insurance Brokers LLC brandbook

  1. 1. YOUR LINK TO A SECURE FUTURE Links Insurance Brokers Reference Guidelines 2015
  3. 3. logo
  4. 4. 5 Logo PRINT wEB no tagline*tagline 10mm15mm no tagline*tagline 50px115px In reproducing the logo, please use common sense when considering its size and legibility. Do not use logo smaller than minimum size. In print logo should not be reduced below a minimum width of 15mm (or 10mm without the tagline). In web materials logo should not be reduced below a minimum width of 115px (or 50px without the tagline). * use only if conditions don’t allow you to use minium size of 15mm/115px
  5. 5. 6 Logo proportions x x The image shows logo together with proportions of its individual components. The measurement is based on size x, which is an equivalent of the total height of the logo.
  6. 6. 7 Logo safety area x In order to create maximum impact of the logo a protected zone has been made. Within this protected zone no other element is allowed. The measurement is based on size x which is an equivalent of the total height of the logo
  7. 7. 8 Logo COLOR VERSIONS Use original deep blue logo when possible. When you can’t use color, use greyscale version of the logo. When you can’t use greyscale version, use black and white version. positive version negative version positive version negative version positive version negative version original original greyscale greyscale black and white black and white
  8. 8. 9 Logo. ICON. FAVICON x When you need to use the logo as an icon or favicon simply place the letter L in the center of deep blue square. The size ratio between square and letter L should be based on the height of letter “L”.
  9. 9. 10 Logo on backgrounds. LOGO DON’Ts The image shows logo on its desired backgrounds. Put logo on brand color backgrounds always when it’s possible. When impossible to put logo on desired background, remember to use logo version that stands out from the background.
  10. 10. 11 LOGO DON’Ts Always use the logo artwork available, which shouldn’t be altered or adapted. The mark can be placed upon a photograph, if the background color can support the device with clarity. The mark should never be altered in appearance may it be in format or color. This includes not using gradients or tints, stretching, rotating or changing its proportions.
  11. 11. ICONS
  12. 12. 13 ICONS Brand icons should reflect security. Always put them in two rounded shapes. The icons should also go well together with brand logo. Always try to use one intersection line to icon symbol.
  13. 13. COLORS
  14. 14. 15 Colors guideline primary Pantone: 294 C CMYK: 100 / 69 / 7 / 30 RGB: 0 / 47 / 108 secondary Pantone: 7471 C CMYK: 37 / 0 / 17 / 0 RGB: 126 / 221 / 211 Tertiary Pantone: Cool Gray 9 C CMYK: 30 / 22 / 17 / 57 RGB: 117 / 120 / 123 quaternary Pantone: 192 C CMYK: 0 / 94 / 64 / 0 RGB: 228 / 0 / 70 DEEP BLUE Calm and modern, associated with authority. Powerful tool when communicating security. Strong background color. Desired usage: backgrounds cool gray Neutral, elegant, simple. Associated with technology. Neutral and perfect for reading. Desired usage: body typeface Midnight Blue Cyan is calming, fresh and symbolises relaxation and protection. As it is eye-catching, so it is perfect for headlines. Desired usage: headlines Red Ribbon Very emotional, warm and symbolic. Triggers emotions such as love and excitement. Works great as a contrast to deep blue. Desired usage: markers
  15. 15. TYPOGRAPHY
  16. 16. 17 TYPOGRAPHY AaBbCc012345 ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890 AaBbCc012345 ABCDEFGHIJKLMNOPRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890 Uniform is a multi-width geometric type family designed around the circle. The O of the Regular width is based on a circle, the O of the Condensed width is based on 1.5 circles stacked (with straight sides) and the O of the Extra Condensed width is based on two circles stacked with straight sides as well, and all other characters are derived from this initial concept. This unique idea creates a remarkably fresh type family that bridges the gap between circular geometric typefaces and condensed straight-sided typefaces. Uniform also includes many opentype features like Old Style Figures, Tabular Lining Figures, Alternate characters, Ligatures and more. The three widths of Uniform make an ideal type family for a host of various uses. From branding to web design, book covers to signage, Uniform is a very versatile solution to complex typographic needs. BODY: Uniform REGULAR HEADLINE: Uniform condensed BOLD uniform family
  17. 17. 18 TYPOGRAPHY COLOR EXAMPLE OF USE Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed feugiat tempus mi et convallis. Morbi eu sapien at erat facilisis tempor. In hac habitasse platea dictumst. Fusce sapien ex, sollicitudin id orci ac, faucibus faucibus nulla. Pellentesque dignissim id mi vitae volutpat. Donec sodales velit ac dolor dignissim, eu tincidunt quam viverra. Cras mollis volutpat lectus, quis tincidunt lacus rhoncus vel. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed feugiat tempus mi et convallis. Caption Title Lorem ipsum dolor sit amet Caption Title Lorem ipsum dolor sit amet “ Lorem ipsum dol or sit amet , cons ectur adipiscing eli t. TRAVEL INSURANCE SUBTITLE EXAmPLE Headline: Uniform Condensed Bold (cyan) Key text: Uniform Condensed Bold Subtitle: Uniform Condensed Bold (cool gray) Caption: Title: Uniform bold (cool gray) Text: Uniform (cool gray) Caption: Title: Uniform bold Text: Uniform Text: Uniform (cool gray) Emphasis: Uniform bold (red)
  18. 18. 19 TEXT SIZING GUIDELINES 16,5 pt Text Sample 11 pt Text S ampe 24,7 pt Text Sample 37,1 pt Text Sample 55,6 pt Text Sample x1,5 x1,5 x1,5 x1,5 When trying to find suitable font sizes start from setting the body text size (for your main body copy to remain legible, don’t drop below 7.5 pt) then increase other text sizes with x1.5 ratio. 55,6 pt 24,7 pt 16,5 pt 11 pt
  20. 20. 21 PHOTOGRAPHY Photos should always correspond with the topic. Try to use photos with blue tones and orange/red tones (or make them manualy). Try to show real people and scenery corresponding with the topic. Avoid showing unnatural situations. Avoid black and white pictures. Avoid boring stock photos. Avoid “shaking hands” photos.
  21. 21. 22 PHOTOGRAPHY When trying to describe the offer with corresponding pictures show naturally happy and safe people in natural situations. Create engagement and intensity by using wide-angle pictures or short focal-length. Avoid showing negative message in pictures. Avoid emotionless pictures. Avoid unnatural pictures. Avoid overemphasis in pictures.
  22. 22. 23 PHOTOGRAPHY To empower the trust and professionalism while picturing the team show people facing the viewer situated in business locations. People should look trustworthy and friendly. Avoid glamour and dreamy photos. Avoid photos on plain backgrounds. Avoid looking in directions other than viewer. Avoid overemphasis in pictures.
  23. 23. BRAND identity
  24. 24. 25 branding TABLE VOICE Transparent Our customers need to know where their money goes to, so we answer all their questions. Even those which they are afraid to ask. How? We anticipate them. Anytime We want our customers to see us as the first one to call in time of need. We handle their claims, because they are our claims too. We’re in this together. So let’s start talking now. Personal Needs and experience are personal. So we crossed out off-the-shelf solutions from day 1. We take our customers for what they are - unique life stories. Brand Values Your link to a secure future Brand tagline Brand ambition To provide more than insurance brokerage. We want our customers to focus on what really matters to them. Brand personality Confident about our ability to help, knowledgeable about everything that moves in the industry, we are problem-solvers. Our customers know they can approach us to protect their private or corporate ventures, and see us as a loyal partner. We’re a friendly company: not just a good listener, but also have a strong can-do approach.
  25. 25. 26 At Links IB, we know that in order to reduce the risk of our clients, we need to provide more than just insurance brokerage services. AMBITION We are here to help when things get rough. partnership with first - class insurers personalised advice, no off-the-shelf solutions availability in time of need How?
  26. 26. 27 The mission flows into the 3 core values of Links IB. VALUES Personal We built our experience on finding the best match for your needs. Because experience, like needs, is a personal thing. Links IB means personal. Transparent We anticipate your questions and have your answers. All you need to know is a phonecall or a meeting away. Links IB means transparent. Anytime Start talking to us on a sunny day about what happens when the storm comes. Or the hurricane. Links IB means anytime.
  27. 27. 28 Think of Links IB as a human, who communicates verbally and nonverbally. This human has a unique set of characteristics. Meet Links IB: Links Insurance Brokers (Links IB) is male, educated in one of the world’s leading management institutions and has a 20-years experience in risk management and insurance industry. He has always been curious and entrepreneurial, and believes that the quality of experience comes right next to quality of service and knowledge in the field. He’s up to date with all the new regulations and knows the profiles of local and global insurance providers. What’s more, he is well-connected and has a personal net- work in the field. He is 45, has a family - a wife and two children, for whom he cares for, he provides for and makes decisions for - today, so they can thrive in their future. Privately, his main interests are new technologies, gadgets and traveling to locations where he can practice outdoor sports like paragliding. His needs can be summarized as follows: private happiness, professional security and a clean organisation of his yearly goals, which keeps him motivated. CHARACTER - well-defined - unique - demographics - interests - needs
  28. 28. 29 The human personality traits connected to Links IB. Make sure that you keep in line with the 6 features highlighted in green, while staying away from the features presented in grey below. PERSONALITY problem-solverconfident knowledgeable NOT arrogant NOT know-it-all NOT problem-identifier NOT will-do can doapproachable loyal NOT best-buddy NOT un-flexible
  30. 30. 31 DEFINED VOCABULARY In order to resonate with your audiences, you will want to stay loyal to a vocabulary set and style, which sets Links IB apart from the competition. money cost effective solutions competitive cost Industry References Links IB Change the discourse to transparency “We anticipate your questions. We want you to be aware where your money goes.” health Reveal personal aspects “You need to listen to a man’s story to know a man’s health.” TOPIC security risk - management protection composite insurance services “we”-mode (we strive, we perfect, we provide, we help, we must …) Trust based on hands-on experience“ You would not take your grandmother’s advice when buying a smartphone.”
  31. 31. 32 DEFINED VOCABULARY partnership long-lasting relationship satisfied customers mutual benefits for the staff and company knowledgeable participation in conferences long-term relationships with authoritiesindustry expertise Industry References Links IB Add emotional engagement on top of fact-and-benefit talk “How do you know we care? We start with really listening. We continue with finding something that fits your needs. We manage your claims, because they are also our claims to our insurers. How does it end? It doesn’t. We’re here for the long run.” relationship Recognize urgency, let Links IB be the first one to call. “We’re not in it 9-5. Call our number anytime and we’ll be there for you.” TOPIC
  32. 32. 33 WORDS TO USE great passionate simple awesome cool easy customers reliable in the long run personal clients dependable forever private customised around the clock customer focused company personalised anytime value experience wherever you are transparent service at your doorstep independent Brand communication is more than just talking about what you do. It’s also about how, why, when, where and for whom you do it. Use these nouns, adjectives and phrases to keep a consistent message across Links IB communication materials and channels. do: don’t: do: don’t: do: don’t: do: don’t: do: don’t: do: don’t: do: don’t: do: don’t: do: don’t: do: don’t: do: don’t: safe guaranteed do: don’t: do: don’t:
  33. 33. 34 Be Confident, not Arrogant CONTEXTUAL COPY Do: “We are there for you in every situation. Chances are we’ve been there before, so we’ve got you covered.” Don’t: “No other brokerage company can do what we do. We provide more than just insurance, we provide everything around it”. Add Emotional engagement on top of facts and benefits Do: “Our team values your peace of mind. Because it allows you to focus on things that really matter to you.” Don’t: “Complete security and guaranteed cost-efficiency have allowed us to grow to a 85 people company.” Written communications should be clear, concise, honest. The words used should closely follow the brand personality and values.
  34. 34. 35 CONTEXTUAL COPY Be authentic. Avoid cliche phrases like “we are business partners”, “established and recognized brand”. Do: “Our customer’s stories enrich our story and experience. We are in this together.” Don’t: “We are an established and respectable company in the regions, specialised in` private and corporate insurance brokerage services.” Keep it simple. Talk to your audience about real situations, risks, lessons learned. Use single contexts (e.g. travel, health, entrepreneurship) to strengthen the message. Do: “Health is a fragile thing. We have learned that together with 90% of our customers, whose claims we have managed.” Don’t: “Our experts are available to serve our customers through the most uncertain times, by putting their valuable experience and expertise to work.”
  35. 35. 36 Do: “Three simple ways to find out whether your broker is as good as he says:...” Don’t: “In 1999, this forward-looking philosophy inspired our founders to create an insurance brokerage firm based on one of the major principles of insurance “Utmost Good Faith”. CONTEXTUAL COPY Provide useful and meaningful information wherever possible. Try to minimize the time that the customer spends jumping over uninteresting text on your website, in your blog and emails.
  36. 36. Tel: +971 4 368 9602 Fax: +971 4 368 9603 Email: 20th Floor, O14 Tower, Business Bay, P.O. Box 111666, Dubai UAE