CIGNA Brand Guidelines – March 2008
B asic S tan d a r d s Basic Standards Introduction The foundation of the CIGNA Brand Identity System is our Trademark. It is one of CIGNA’s most valuable assets and is legally protected only if it is used properly and consistently. To protect the CIGNA Trademark and to maintain a consistent image, it is important to understand these basic standards. If you have questions, contact the office of Brand Management at 860.226.7050 - Cigna.Brand.Management@CIGNA.com.
The Trademark Tampering with the trademark jeopardizes our ability to protect it from legal infringement. Symbol Logotype
The CIGNA Tree of Life is a hand-drawn symbol based on an early American quilt motif. It is a familiar image with a strong heritage that embodies attributes reflecting CIGNA’s history and longevity. Our Tree of Life is warm, human and rich in meaning – signifying growth, health, protection, stability, approachability, responsiveness, and life itself.
Closely linked to the symbol is our name. The letterforms of the CIGNA Logotype are specially created and must never be typeset or altered in any way. The Trademark is formed by two essential parts: The Tree of Life Symbol and the CIGNA Logotype. To ensure legal protection the Tree Symbol must never be used independent of the Logotype, although the Logotype CAN be used separately. In text, the company style is to express our name in either all Capital letters – or in caps and small caps. Although most media outlets refer to us as Cigna in print, that has more to do with how the style manuals those organizations follow determine the capitalization of our company name based on the way it’s pronounced. Using all caps celebrates the fact that our company is the result of the 1982 merger of two well-respected companies, INA & CG (The Insurance Company of North America and the Connecticut General Life Insurance Company). The Trademark should never be redrawn or the words typeset. The ® mark should always appear when the Trademark appears – unless it will appear so small or is reproduced in such a way that it would be illegible. Conversely, when scaling the logo up to a large size, the ® mark should not scale proportionally large. See Incorrect Trademark Treatment for some incorrect examples. Art for the trademark in all appropriate file formats is available by contacting the office of Brand Management at 860.226.7050 - Cigna.Brand.Management@CIGNA.com. Note: The logo used in the CIGNA Word Macro is actually a custom typeface, so if a communication containing this “CIGNA Logo” typeface is emailed outside the company, the letter “A” will appear on the recipient’s system instead. To correct the situation either save your letter as a PDF – if you have access to the full version of Adobe Acrobat – or replace this logo typeface with a graphic of the correct logo.
Business Signatures Originally intended to help our diverse audiences better understand the breath of our products and services, we are phasing out their use. Now that we are focused on providing our customers with, expertise and services that improve the health, well-being and productivity of their employees, they are less important. If there is a business or legal reason to continue to use a Business or Regional HealthCare Signature, they are still available. Business Signatures do not require register marks. TOC | Introduction | Colors | Tree Pattern | Typography | Advertising | Imagery | Promotional Material | Signage | Co-branding