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Brand Guidelines

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Re-defining Global

1.0 Brand Vision And Values / 04 2.0 Language Guide / 05 2.1 Tone of Voice / 06 3.0 Logo / 08 3.1 Logo Spacing / 12 3.2 Logo Sizing and Color / 13 3.3 Logo Reverse / 14 3.4 Do’s and Don’ts / 15 3.5 Logo Placements (Individual) / 16 4.0 Colour Palette / 18 4.1 Primary Colours / 20 4.2 Secondary Colors / 21 4.3 Color Proportions / 22 4.4 Color Shades / 23 5.0 Typography / 24 6.0 Visual Language / 28 6.1 Visual Language Construction / 30 6.2 Types of Visual Language / 31 7.0 Layout Design / 34 7.1 Generic Layout / 36 7.2 Layout Template / 38 7.3 Communication Design Template / 39 8.0 Photography / 40 8.1 Photography Introduction / 42 8.2 Use of Imagery / 43 9.0 Iconography / 48 9.1 Iconography Introduction / 50 9.2 Information Graphics / 52 10.0 Design Templates / 54 10.1 Template Introduction / 56 10.2 Collateral Templates / 57 10.3 Advertisement Templates / 66 10.4 Stationery / 68 10.5 PPT Template / 70 11.0 Online Branding / 72 11.1 Social Media Guide / 74 11.2 Social Network / 75 12.0 Video Guidelines / 80 12.1 Video Guide Introduction / 82 13.0 Environment Branding / 84 13.1 Signage Designs / 86 14.0 Events / 90 15.0 Our Technology Solutions / 94

The Global brand has been built through the many experiences we have consistently enabled through our interactions with our employees, stakeholders, our clients, and the world at large. The contents of this book encapsulate and express these experiences through visual and verbal directives. These guidelines define the personality and identity of the Global brand and explain how best to bring them to life in communications across all areas of our business. Global has been around for a long time. In the 40 plus years since our inception, we have grown and evolved to our current status – local and worldwide, as an independent insurance company with resources, experiences and specialties that lend weight to our name and make us a brand that is truly Global. The purpose of this document is to re-define the elements that constitute our brand and re-align them so they reflect our beliefs, values and vision, honestly and accurately. We request that these guidelines be respected and adhered to in the interests of building a strong, coherent and evocative brand. In case of any doubts or problems regarding branded material, please contact our Corporate Communications Brand Desk at corporatecommunications@globalinsurance.co.in We will respond to your requests in a timely fashion to resolve any questions or enquiries you may have.

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Contents

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1. Brand Vision and Values

2. Language Guide

Vision

To ensure all communications are clear, precise, and uniform in style, you are requested to comply with the following style guidelines.

“Empower businesses and communities through responsible, judicious and futuristic risk solutions”

Use British English for all collateral across the organization—with the exception of collateral intended solely for the United States. For international seminars and conferences, including those hosted in the U.S., use British English. Consistent use of British English provides a linguistic basis for consistent copy across the globe, enabling a consistent Brand Identity. Use of British English also allows us to reuse collateral, drive down costs and save time.

Mission Growth with Governance Description: We work towards the common good for all our stakeholders, because when you grow, we grow. In this journey, we aim to offer you nothing but the best - be it developing products that are not only best-in-class but also most suited for our clients, implementing processes supporting insurers arrive at specific solutions or creating a work culture where our employees thrive and much more. We believe in responsible growth backed by exceptional governance standards of accountability, transparency and compliance.

Values • • • • •

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A strong value system is our insurance for a rock-solid future for our company, our people and our stakeholders. Governance standards of highest order on accountability, transparency and compliance. Incisive solutions backed by over 4 decades of experience and progressive disposition. Fast & Flexible in adoption and promotion of best-in-class solutions. Triumph for clients, insurers, employees and all stakeholders.

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2.1 Tone of Voice Corporate speak in the new millennium has moved away from dull, stilted, cliché-peppered writing. At Global we favour writing that reflects the style of a good presenter: engaging, personal and memorable.

Do not end bullet points with periods, commas or exclamation marks, unless the list comprises complete, discrete sentences.

The aim of every communication is to attract the reader’s/viewer’s attention, retain it, communicate the right message and encourage desired action. You can achieve this by adopting the following:

Write the full-form of words in their first appearance, followed by the acronym. Use lower case for units, except for those derived from names (e.g. kg for kilogram but W from Watt).

Write directly to your reader. This is the best route to writing engagingly, and it works well for any communication that aims to elicit a desired action; for case studies and white papers, a third person approach will add a measure of weight and authority.

Maintain single space before units of measurement: 20 kg, 5.00 pm. Use title case for names and designations: Prabodh Thakker - Chairman & Executive Director; do not use titles such as Shri/Mr./Mrs. Use the hyphen only for compound nouns; to represent connection or conflict use the en dash (Mumbai-London flight; Indo-Pakistan dispute) use the em dash to separate out phrases—or even a word.

Be customer-centric. To ensure clarity in all our communications, be customer-centric. Talk directly to the customer instead of issuing statements. e.g. You can count on us to respond to any query in a timely and professional manner.

For any brand-related enquiries contact us at: corporatecommunications@globalinsurance.co.in

Favour active voice over passive. e.g. Global is pioneering the use of cloud technology in resolving customer queries and issues. Avoid adjectives that bloat communications. Prefer verbs to nouns. Be concise; do not use 15 words where 5 will do. Avoid colloquialisms. Avoid unnecessary jargon. Always end your communication with a clear and simple call-to-action.

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3. Logo

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For all materials bearing the corporate logo, you must ensure that the logo representation adheres to all brand guidelines for: • Logo spacing • Logo sizing • Colour • Group corporate mark application • Page placement Our company name, GLOBAL, is also our logo mark. Our logo is our corporate identity and must be represented with the greatest care. There must be no compromise about the use and presentation of our logo. Regardless of what the brand touch-point is or where in the world it appears, the logo look and feel must be 100% consistent with the brand guidelines. It cannot be resized, distorted, or changed in scale. Applications must be followed only as presented in the following pages:

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3.1 Logo Spacing

3.2 Logo Sizing and Colour 3.175 mm Follow the minimum size of the logo as 3.175 mm for print and 9 px for digital. (Size may depend on screen/print resolution) And the maximum size can be taken depending on the size of the screen/ print application.

Right colours for the logo

Always keep sufficient surrounding space of 1x around the logo. The 1x is calculated by the height of the ‘O’. But when the logo is used with the maze graphic, the surrounding space of the logo would be 0.5x.

Don’t use any other colours from the secondary colour palette

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3.3 Logo Reverse

3.4 Do’s and Don’ts

Red/White

Red/Blue

Blue/White

Light Grey/Red

Right way of using logo:

How not to use:

Dark Grey/White

Black/White Don’t squeeze the logo.

Don’t rotate the logo to any angle.

Don’t stretch the logo.

Don’t use the logo on the image.

Don’t give any effect to the logo.

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3.5 Logo Placements (Individual)

Right top aligned

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Left top aligned

Don’t place logo as center aligned.

Left aligned

Don’t place logo at right bottom.

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Avoid random placements.

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4. Colour Palette

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4.1 Primary Colours

4.2 Secondary Colours

Colour is one of the most powerful elements to define who we are and what we stand for. As a leading independent insurance broking company, we want customers to recognize our colours and associate them with our industry-wide domain expertise, trustworthiness and reliability. Only by adhering strictly to a consistent use of colours can we strengthen our association with these attributes. Ensure that designs strike the appropriate colour balance, keeping in mind their order of importance in our visual identity.

1

The extended palette has more evenly spaced colour values. Also, the extended palette includes colours that can be used effectively for Accent notes. These colours should be used sparingly. Accent colour should account for no more than 3-5% of the total layout, and collectively no more than 10% of all colour. The extended palette with its blues and neutrals provide an ideal setting for colour photography.

The Red, Blue and Grey are the primary colours as specified below.

#: ED1C24

R : 237 G : 28 B : 36

C : 100 M : 90 Y : 30 K : 20

C : 60 M : 10 Y : 00 K : 00

R : 33 G : 51 B : 104

#: 203367

C : 00 M : 00 Y : 00 K : 60

3

4

5

6

8

9

7

1)

C : 00 M : 100 Y : 100 K : 00

2

R : 83 G : 183 B : 232

C : 80 M : 50 Y : 00 K : 00

3) R : 55 G : 119 B : 188

C : 20 M : 80 Y : 90 K : 00

4) R : 203 G : 88 B : 56

C : 30 M : 90 Y : 90 K : 00

#: 53B7EB

#: 3676BC

#: CB5737

#: B84238

5)

6)

7)

8)

C : 00 M : 50 Y : 80 K : 00

R : 128 G : 130 B : 133

2)

#: F79447

R : 247 G : 149 B : 72

C : 00 M : 00 Y : 70 K : 00 #: FFF46D

R : 255 G : 245 B : 109

C : 60 M : 00 Y : 30 K : 00 #: 5BC4BE

R : 91 G : 196 B : 191

C : 50 M : 00 Y : 70 K : 00

R : 184 G : 66 B : 57

R : 135 G : 200 B : 121

#: 86C779 9)

#: 808284

C : 30 M : 00 Y : 50 K : 00

R : 183 G : 218 B : 155

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4.3 Colour Proportions

4.4 Colour Shades

40%

20% / 20%

20%

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5. Typography

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Typography is a fundamental element that helps to center Global’s brand identity and, hence, should be used consistently across all media and collateral. To maintain coherence through all our visual communications, Global uses a select typeface for materials. Global employs one overarching typeface Lato for all materials—print and web-related. It may be used in varying weights and formats to best suit the design at hand.

Black

Lato fonts may be downloaded from our website or requested from Global’s Brand Desk.

Bold

Hairline

Hairline Italic

Light

Lilght Italic

Regular

Regular Italic

Bold

Bold Italic

Black

Black Italic

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Lato Lato Lato Lato Lato Lato Lato Lato Lato Lato

abcdefghijklmnopqrstuvwxyz

Light

abcdefghijklmnopqrstuvwxyz

Bold Light

1234567890 !@#$%^&*()_+=|\`~ <>?”:

Regular

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Headline HEADLINE Headline Sub headline Sub headline Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras tincidunt elit cursus sem accumsan, id maximus ex lobortis. Vestibulum in lorem in odio facilisis ullamcorper. Integer rutrum mi magna, non condimentum mauris vestibulum ac. Cras neque dui, placerat a feugiat eget, scelerisque sit amet elit. Nullam pharetra risus in rutrum facilisis. Nulla scelerisque, dolor eget viverra scelerisque, mauris mauris sagittis dui, quis finibus mauris tellus sed est. Ut sed justo augue.

Maecenas eget rhoncus odio. Interdum et malesuada fames ac ante ipsum primis in faucibus. Cras vel efficitur leo, eu tristique libero. Vestibulum ut metus ut augue tempus ullamcorper. Nam pulvinar, lectus non eleifend lobortis, magna risus suscipit quam, in mattis ex velit ac dui. Etiam faucibus justo sapien, sit amet vehicula risus sollicitudin ut. Donec iaculis diam quam, sed hendrerit est ornare quis. Praesent at vehicula lorem, a euismod orci. Etiam non felis volutpat, congue tellus id, tristique ipsum.

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6. Visual Language

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6.1 Visual Language Construction

6.2 Types of Visual Language

Introduction and construction

Key visual language

Insurance as a sector can be a maze to navigate. Without in-depth domain knowledge, a client can easily lose his way.

We, at Global, play the role of a guide, using our technical expertise and years of experience in each sector to pick a policy—and where necessary, tailor one—to suit our client’s needs. The industry often presents a maze, which can be confusing; shortcuts that turn out to be dead ends. Our visual language uses the maze--and the way out--as a key element to underscore our positioning We strongly stand for our ethics and will never compromise them for any business shortcuts.

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Key visual language variations

Key visual language donâ&#x20AC;&#x2122;ts

Grey + Dark Grey + Red

Do not use secondary colors for the visual language in any way.

Red + Dark Red + White

Blue + Dark Blue + White

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7. Layout Design

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7.1 Generic Layout Generic layout orientation 1

This space between logo and maze depends on the width of the application

1/5x

Generic layout orientation 2 This space between red line and bottom line depends on the height of the application

Sometimes, a simple red line below the logo is all the design may need.

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The thickness of the maze lines have to be 1pt on all print collaterals. It can be increased or decreased depending on the large (environmental) or web graphics.

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7.2 Layout Template

7.3 Communication Design Template The 2x distance between headline and left side of the image should be maintained constant throughout the applications height of the ‘O’ from the logo is ‘X’

Image

Lorem ipsum dolor sit amet

OOH

Full page Newspaper Ad

Global Insurance Brokers Pvt. Ltd. 4th Floor, Red, Plot No. 2, Galaxy Society, Boat Club Road, Pune - 411 001.

The distance from the bottom of the image should remain constant throughout the applications

1x

Full page Magazine Ad / Half page Newspaper Ad

2x This space can be increased or decreased depending on the application

Quarter page Newspaper Ad

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer porttitor vehicula nisl, vel porttitor nisi ultricies eu

Global Insurance Brokers Pvt. Ltd. 4th Floor, Red, Plot No. 2, Galaxy Society, Boat Club Road, Pune - 411 001.

This space remain constant throughout the applications

2x 3x

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This space remain constant throughout the applications

This space can be increased or decreased depending on the application

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8. Photography

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8.1 Photography Introduction

8.2 Use of Imagery Colour overlay

The images we use in our communications give us the opportunity to express the more emotional side of our brand personality: our honesty, authenticity and passion.

Colour is a fundamental element of every design. We use colour to increase the impact of the design while establishing our identity.

Choose photographic imagery that conveys our:

Our use of colour overlay ensures that all designs are in unity, enhance recall and carry out brand identity forward. We use a single, solid overlay composed of C:90 M:90 Y:00 K:10 to enrich the natural colour of the image, soften it and put more focus on the image, rather than the overlay itself.

Intelligence Authority Trustworthiness Future-readiness

The overlay should cover the entire image uniformly; do not use accents, gradients or patterns in the overlay; prefer high-contrast images to add vibrancy and keep the image from feeling flat.

It is essential that we show that we work in the real world; this means representing people, places and situations in a manner thatâ&#x20AC;&#x2122;s honest and insightful. The people photography we prefer is not glossy or glamorous, but it is professional and depicts real people in real world interactions. It should be believable and feel lively and natural.

Global colour overlay can be applied directly using lighten effect.

Global operates in many, diverse locations; so it is vital to communicate the width and depth of our expertise. Location photography has the ability to capture our diversity in a compelling manner, and it also emphasises our global footprint. Be selective, choose locales, interiors and situations that are imaginative, intriguing and realistic. Avoid clichĂŠd imagery but do not shy away from showing the everyday; simply give it a fresh perspective.

Image effect construction

Aim for a natural feel; ensure shots do not look staged; people should appear natural, engaged with their environment, and unaware of the camera. Keep the photography simple; do not layer it with multiple subtexts. A single creative idea can be communicated far more powerfully than a picture that tries to check all the boxes.

Shade of Blue C:90 M:90 Y:00 K:10 (with lighten effect in Photoshop)

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Actual picture

The Modified picture

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Intelligent

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Authoritative

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Trustworthy

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Future-ready

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9. Iconography

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9.1 Iconography Introduction All Global communication materials, including digital, print, Powerpoint, or other, must use the brand-approved icon style to maintain consistency. All the icons shown on this page are meant to give a clear idea of the style they must adhere to. The communication materials can use icons from this list or any new icons, provided they are outlined this way. The icons may simply be outlined and without colour; or be outlined and colour-filled.

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9.2 Information Graphics The infographicsâ&#x20AC;&#x201D;including bar charts, pie charts, illustrations, graphs, etc.â&#x20AC;&#x201D;used in our communication help us in demonstrating useful statistics and analyses. These must adopt the colours from both the primary and secondary colour palettes. The primary colours are to be used predominantly, followed by the secondary ones.

Graph Style 01

Use the colours from the colour palette to distinguish the information and highlight important elements. Keep the information graphics simple to display their content clearly. Keep iconography and symbols simple, rendering them as flat drawings without gloss, shading, or other effects.

60000

80000

300

250

200

40000

150

100

40000

50

Pie Chart

0 TATA MOTORS

A

B

C

D

E

F

G

H

Lorem ipsum 130

Graph Style 02 Lorem ipsum 289

Lorem ipsum 14500

160000

Lorem ipsum 619

140000

120000

Lorem ipsum 420

100000

80000

60000

Bar Graph

40000

20000

10000 TATA MOTORS

Market Cap (In $ Mn)

Lorem ipsum 710

Revenue( in$ Mn)

Assets (in Mn$)

Lorem ipsum 289

Lorem ipsum 619

Lorem ipsum 420

2014

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2015

2016

2017

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10. Design Templates

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10.1 Template Introduction

10.2 Collateral Templates

To enable a communication that are consistent in their style, we have created a series of templates for use across a wide range of collateral. All templates can be downloaded from our Global Intranet. Brochure Design: Cover

While these templates are recommended, there is still a large scope to create customized templates in order to meet the needs of specific media, audience, events or occasions, working within the overall brand guidelines. Approved brand elements (shapes, colours, etc.) can be incorporated to vary the look and feel of these templates. Please ensure, however, that these elements follow overall brand guidelines, house style rules, and are approved by the Corporate Communications Brand Desk. For any queries on the corporate templates and the use thereof, please contact corporatecommunications@globalinsurance.co.in

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Brochure Design: Inside pages

Leaflet

Notepad

File

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Standee

ID Card

Mug

T-shirt

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Mug

Laptop Sticker

Bag

Best Wishes Card

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Parking Sitckers

Bus

.dtL .tvP srekorB ec

Global Insurance Brokers Pvt. Ltd.

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10.3 Advertisement Templates

Hoarding

Newspaper Advertisement

Magazine Advertisement

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10.4 Stationery

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10.5 PPT Template

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11. Online Branding

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11.1 Social Media Style Guide

11.2 Social Network

The purpose of this document is outline style guidelines for Global’s social media accounts. Active Accounts • Facebook.com/ • Twitter.com/ • Instagram.com/ • Youtube.com/ • LinkedIn

LinkedIn Page

Social Media Voice Who we are Smart. Well-informed. Engaged. We value new thinking and revel in being able to contribute to change. We believe in looking beyond ourselves and thinking globally. Our greatest accomplishment is the satisfaction we bring to our customers. Social Media Tone We are energetic and enthusiastic. We believe in what we do and are constantly looking at ways to take it further. We love to converse and enjoy asking questions. We’re optimistic but realistic. We tell the truth. Positivity and Transparency We present our messages with a positive attitude, but are honest and transparent in the information we share. Authorship All messages on all central media platforms are posted in the character voice described above. We Do/Do Not attach names or initials to posts. We always do our best to reference another account (when appropriate or available) in any message we share. When possible, reference the account mid-message as opposed to the end. • Not Recommended: Awesome! See GLOBAL Engineers dissect and analyse the intricacies of a typical EPC project: Global.is/2c3pc#lorem upsum@gloenggrs • Better: Awesome! See @gloenggrs GLOBAL Engineers dissect and analyse the intricacies of a typical EPC project: Global.is/2c3pc#lorem upsum@gloenggrs Dates and Times For times, use am and pm (lowercase, no periods). 3 pm, 10 am. Use “to” between times (2 pm to 4 pm) unless space is needed. Then use a dash. (2-4 pm). Write out full words or abbreviations for days of the week (Monday, Tuesday or Mon, Tue) and use dates (5/19) to save space or reference dates in advance. Months can also be abbreviated (Jan., Feb.) for space. Use a colon and a space before a link. An exclamation point or question mark (followed by a single space) can also introduce a link: Use a single exclamation point to signal excitement. Use an ellipsis (three periods, no spaces) to show where something has been omitted (as in a quote that’s been shortened) OR (in rare instances) to signal suspense.

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Instagram Edit photos and apply filters but avoid effects that create intense sharpening, contrast, strange color casts, or overexposure. Like pictures that are #GLOBAL related Follow back users who comment frequently or tag Global in their photos.

Twitter Page Try to include at least one hashtag per post. Avoid using 3+ hashtags in a single post. Cite the source of an article or news item by tagging the relevant account at the end of the message in brackets. Favorite tweets from followers and #GLOBAL hashtagged tweets

Email Signature

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Facebook/Google+ Use line breaks to include any relevant mentions, as long as the account is ACTIVE and the names of the mentioned accounts arenâ&#x20AC;&#x2122;t so long as to be cumbersome. Delete the text URL from your post if displaying the link preview. Like comments from users. Use inline comments to reply to users when there is an opportunity to respond.

YouTube Give videos descriptive names to support SEO. Include relevant hyperlinks after description.

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12. Video Guidelines

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12.1 Video Guides Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec blandit metus justo, vitae vulputate justo efficitur sit amet. Quisque ut tortor in ipsum lobortis laoreet. Etiam hendrerit justo a feugiat sodales. Maecenas a tortor id felis malesuada convallis sit amet vel lectus. Etiam vel pretium dui, in porttitor mi. Suspendisse potenti. In vel congue libero, nec iaculis justo. Sed sagittis aliquam lacinia. Donec auctor semper interdum. Etiam elementum pharetra velit sed varius. In hac habitasse platea dictumst. Nam fringilla sollicitudin enim, a consectetur velit luctus sit amet. Etiam blandit mi ex, cursus efficitur massa consequat egestas. Aliquam ut pellentesque ante. Pellentesque quis mauris viverra, varius massa at, ornare dui. Donec dictum, purus eget pharetra euismod, leo nulla hendrerit elit, ut sodales nibh sem vitae tortor. Aliquam sit amet justo ullamcorper, posuere enim et, scelerisque erat. Morbi tincidunt justo ac mi imperdiet ultrices. Nam dictum nisl augue. Donec auctor pharetra elit non ullamcorper.

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13. Environment Branding

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Reception

13.1 Signage Designs External Signage

Location Signage

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Staircase Signage

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Directional Signage

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14. Events

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Tent Card

Events play an important role in our marketing efforts. The elements of branding in an event include backdrops, banners, name tags, folding cards, etc. While each event is different and as such requires a bespoke theme, the branding for each should look and feel synergistic with the brand rules. To enhance visibility and impact, ensure that all branded material is clean in design with plenty of white space.

Standee

Backdrop

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ID Card

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15. Our Technology Solutions

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Thank you!

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Profile for Velocita Brand

Brand Manual Document - Global Insurance Brokers  

Brand Manual Document - Global Insurance Brokers