NAVACORD BROKER PARTNER
Brand Guidelines
Introduction
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The Brand Experience Branding is a deliberate process used to build awareness, attract new customers, and strengthen existing relationships. A company’s personality or its brand says a lot about who and what it is. This personality is inherent in the brand’s logo and other visual elements. Consistent implementation and application of brand elements, along with key messaging, will protect your brand’s integrity and allow you to establish a stronger
brand identity. By adhering to the following rules, you will ensure the visual identity falls within the brand guidelines. • Display the logo in the formats specified within this guide. • Use the logo only in its complete and original form. • Use only master artwork; contact Navacord for master artwork. The logo variations shown in this document are master versions of Navacord’s logo, which means they are in correct proportions and colours. The logos should not be used in any other colour besides those that are described as official brand colours.
Use the logo in full colour whenever possible. However, as there may be circumstances where the use of a full-colour logo isn’t viable, alternative versions have been created to address such situations.
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Navacord Partnership Advantage Together, the client will have the best of both worlds – the strength and security of a large business, with the service experience provided by a local firm.
FINANCIAL C APITAL
AUTONOM Y & ENTREPRENEURIAL CULTURE
PREFERRED ACCE SS TO C ARRIER S
Being a Navacord Broker Partner means owners have control over their operations, and contribute to and leverage Navacord’s success.
Broker Partners have access to capital and support in growth and succession as required. SALE S ENABLEMENT & SUPP ORT Navacord assists in generating and managing sales to drive industry-leading organic growth through building foundational knowledge, bolstered by best-in-class planning and solution strategies.
Navacord continues to maximize influence on carriers through maintaining relationships and scale to secure preferential services.
RE SOURCE S & IT SUPP ORT Develop and share innovative solutions and tools to help brokers win against competition, help brokers recruit/train producers, and provide access to career development to top talent. TR AINING & PROFE SSION AL DE VELOPMENT Navacord provides training and development that enhances your insurance knowledge and helps build relationships that grow your referral network. By investing in our people with support, mentoring, advice and resources, we nurture our strong entrepreneurialism and leadership.
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Navacord Vision
Building the Great Canadian Brokerage. Company Mission With a commitment to client success and making a difference in our communities, our expert advisors deliver trusted advice and tailored solutions so clients can face a complex world with confidence.
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Overarching Messages Distinctly Canadian. Entrepreneurial Spirit. Technical Expertise. Culture of Collaboration. Navacord is a leading insurance and risk management brokerage created to keep the Canadian entrepreneurial spirit alive. Led by a passionate and engaged partnership group, Navacord Broker Partners are committed to the success of their clients by delivering expert advice with a high level of local, attentive service supported by the strength of a national broker. As a Navacord Broker Partner, your business offers increased sector expertise, expanded product offerings and stronger relationships with insurance companies. This means we are able to deliver a more diverse service offering, greater support, and more creative insurance solutions to better meet our clients’ needs.
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LO C A L BOUTIQUE SERV ICE • We are passionate about providing attentive service • We help you manage the complexities of risk and rapidly changing times • We deliver trusted insurance and risk management advice anchored in a deep understanding of your business • We help you face the future with confidence
NATIONAL S TRENG TH TO BUILD YOUR BUSINE SS • Our national strength is built on the expertise of our Broker Partners • Our One Navacord culture of collaboration champions learning and sharing of best practices • Our claims advocacy is built on technical expertise and carrier relationships that help you minimize interruptions to your business and reduce additional costs • Our methodology for technical coverage analysis ensures effective loss control and risk management • Our national relationships with key insurance carriers are leveraged to ensure access to the specific contracts and coverage your business requires
E XPERTISE TH AT G ROWS AND DIFFERENTIATE S YOUR BUSINE SS • We have technical knowledge and industry insight that results in more meaningful conversations • We understand your business, exposures and industry trends to help you make informed risk-management decisions • We offer sector expertise and exclusive products that can help your business as it grows • We build on the deeply rooted, longstanding business relationships of our top experts who serve and tailor solutions for your business needs
Logo Usage It is important to protect the logo to ensure a consistent message is conveyed across all mediums. The recommendations and guidelines offered in this document must therefore be adhered to at all times.
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Navacord Logo The identity consists of two elements: the Navacord icon—a stylized, northwardpointing compass rose—and a customdesigned wordmark. Together, these elements are referred to as the “Navacord logo” and embody the company ethos:
Guiding the way forward, Together. A north-facing compass rose was the inspiration behind the Navacord icon, which will guide us all towards a strong future together. By blending the letters “A” and “N”, this icon symbolizes a coming together of many complementary ideas and organizations to create a bold vision for the future.
SYMBOL
WORDMARK
LOGO
SYMBOL LOGO
WORDMARK
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Navacord Logo Usage
THE HORIZONTAL MARK
THE STACKED MARK
The Navacord partnership logo has the elements arranged horizontally. By occupying less space vertically, it fits well on document headers, footers and pairs with the stacked and horizontal partnership logos.
The stacked Navacord solo logo is centred, and used predominantly to introduce the company, when not being shown in partnership. It should therefore, appear at the beginning of documents if presenting Navacord on its own.
This is the version of the mark that is used for the brand partnerships within Navacord, in conjunction with each individual partner identity.
This version of the mark should only be used when referring to Navacord on its own.
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Logo Variations & Backgrounds
Solid Black
Solid Silver
Green-White
Solid White
Solid White
Solid Black
Green-White
Solid White Solid White
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Incorrect Usage Correct usage of the logos and its visual elements is critical and helps to ensure that the branding has the greatest impact. These guidelines depict the correct way in which to use the identity. Any deviation from the guidelines or misinterpretation is considered an incorrect usage. When displaying the logo, always use the correctly proportioned master artwork provided. Any display or use of any version of the Navacord logo must be approved by Navacord. Where permission is obtained, the display or use of the Navacord visual identity must adhere to the guidelines presented in this document. Any display or use that does not adhere to these guidelines is a violation of Navacord’s intellectual property rights.
NOTE: Logos and branding should never be supplied to third parties as or as part of a Word document or PowerPoint deck. When sending the logo via email, insert the appropriate high-resolution, print-ready PDF file into the email as an attachment.
• DO NOT Change The Colour Or Logo Lock-Ups • DO NOT Rotate The Logo • DO NOT Scale Individual Elements • DO NOT Scale Logo Disproportionally • DO NOT Reposition Or Resize Individual Logo Elements • DO NOT Skew Or Stretch The Logo Disproportionally • DO NOT Apply Additional Effects • DO NOT Place On Busy Or Low Contrast Backgrounds • DO NOT Use Versions Of The Logo Not Stated In This Guide.
Visual Identity
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Logo Colours Corporate brand colours add life to a brand’s visual elements and enhance its uniqueness. Always use the colour palette shown in this guide when creating any printed or online applications for the brand. For large print quantities, use the Pantone Matching System codes for logo colours. Process (CMYK) and on-screen (RGB) colour breakdowns may differ
from the Pantone guide and have been chosen to match the original Pantone colour visually. CMYK colours are only used in four-colour process printing jobs. RGB colours are used for online and digital-based media. Please refer to a registered Pantone book for accurate colour matches. This guidelines manual has not been evaluated by Pantone Inc. for accuracy.
NAVACORD GREEN
NAVACORD SILVER
PANTONE 2300 C – COATED 2300 U – UNCOATED
PANTONE 431 C – COATED 431 U – UNCOATED
CYMK
40, 0, 90, 0
CYMK
66, 52, 44, 17
RGB
165, 206, 77
RGB
91, 103, 112
LAB
78, -29, 57
LAB
43, -4, -7
HEX
#A5CE4D
HEX
#5B6770
PANTONE 2300 C, 2300 U
PANTONE 431 C, 431 U
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Secondary Colours If a situation arises where there is a need for colours other than the logo palette, these three colour options can be used as a secondary palette to complement the logo colours. These colours should be used as an accent to the logo colours.
DA RK BLUE
DARK G REEN
LIG HT B LUE
CMYK 85, 27, 0, 78
CMYK 79, 14, 36, 50
CMYK 63, 35, 29, 0
RGB
0, 50, 80
RGB
0, 98, 101
RGB
106, 145, 163
HEX
#003250
HEX
#006265
HEX
#6A91A3
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Spot Treatment & Gradient Dark Blue Spot colour treatments in Navacord Green only. USE SPARINGLY.
Dark Green
50%
Light Blue
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Accessible Colour Combinations
N N
*
N
N N
N N N
N N
N * N *
N
*
*These colour combinations should be used as decorative accents and should only be used in the largest heading size in Lato Heavy font - DO NOT use these combinations for regular paragraph text or for text longer than 3 words.
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Lato Font Family Navacord and Navacord Partners use the typeface Lato exclusively and consistently to establish the brand personality. This cross-platform typeface has a large variety of weights, ensuring immense flexibility for the future growth of the Navacord brand. Lato should be used for all official printed and online communications.
LICENSE The Lato font family, designed by Łukasz Dziedzic and Adam Twardoch, is available as a free download under the SIL Open Font License 1.1.
The fonts can be used with out any limitations for com mercial and non-commercial purposes. They can also be freely modifi ed if the terms of the license are observed.
DOWNLOAD: • latofonts.com • fonts.google.com/ specimen/Lato • adobe.com/fonts/lato
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Typography LATO — TYPE SPECIMEN
LATO — HEAVY (headings)
LATO — REGULAR (paragraph text)
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Photography Hi-Resolution Photography of People, places and things. Navacord is actively committed to supporting diversity, equity, and inclusion. All photography being used in connection with Navacord Broker Partners should reflect the diversity of our employees, and be inclusive and representative of the many industries we serve. An effective method of choosing visuals to deliver a more impactful message is to be deliberate with colour choice. Our corporate palette is made up of cool analogous colours. Our message becomes more intentional and thoughtful when the accent colours within visuals align harmoniously with brand colours, and neutral shades are used as a base palette. Using visuals with muted shades of similar accent colors can also be a successful way to create a balanced composition. A helpful way to decipher whether photography and visuals align is to refer to the colour wheel in this guide.
Colour Wheel: Avoid high saturation of reds and violets in imagery, as it can result in a less harmonious composition.
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Neutral Colours include: Cool grays, blacks, whites, creams, browns, burnt shades and muted hues.
Legal Compliance
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Trademarks, Taglines & Disclaimers TAGLINE & TRADEMARK SCRIPT
RECRUITMENT AND HIRING DISCLAIMER
The Navacord tag line:
The statement:
“Local Touch. National Strength.TM”
“Navacord is actively committed to supporting diversity, equity, and inclusion. We serve and recognize and respect human differences and similarities. We value the diversity of people and actively encourage women, indigenous peoples, members of visible minorities, people with disabilities, and lesbian, gay, bisexual, transgender, and queer (LGBTQ2+) persons to apply.”
Is to be included in the bottom right hand corner where possible in “Lato Heavy” font. The following is to be included as a footer on any collateral that uses the Navacord logo or the tag line: “™®Local Touch. National Strength. Navacord and Navacord logo are Trademarks of Navacord.”
Is to be included in job postings and recruitment communications.
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Accessibility Standards (AODA) Accessible design is for everyone. DIGITAL MEDIA Digital media must comply with the W3C’s WCAG 2.0 standards. New websites, existing websites, refreshed content, and any web content posted after January 1, 2012 must meet the WCAG 2.0 Level AA standards: The WcAG 2.0 is available at w3.org/TR/WCAG20/, while the latest version of the WcAG is available at w3.org/TR/WCAG/. Semantic Structure: A clearly defined semantic structure is necessary for assistive technologies (screen readers, braille displays). The following must be able to be programmatically determined by the computing device:
• The purpose of each page element • The reading order of the content • The hierarchical structure of the content • The content itself Semantic Structure can also be applied to many other digital formats, including docx, indd, and pdf.
OFFICE DOCUMENTS Accessibility standards also apply to office documents including presentations, spreadsheets, and Word documents. The following should always be considered: Alt Text: Using the built in tools available, ensure important non-text content is described. When
placing images in documents, ensure it is set to inline object so assistive technologies can read content in correct order. Charts & Graphs: Use built in data visualization tools for charts and graphs. Ensure that all chart or graph titles, axis titles, and data labels are properly defined using the dedicated features. Ensure that the title, header cells, and cells with a special function are properly defined for most accurate interpretation. Mark Up: Use the full range of built in paragraph styles available in templates and documents to incorporate semantic structure. For more information on accessibility standards, contact marketing@navacord.com.
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