BRAND STANDARDS
Grammatical Style Oxford Commas The Insurance Associates of America brand uses Oxford commas in sentence structures.
Identity Logo Orientations There is only one orientation of the Insurance Associates of America logo for use. It is shown to the right of this page. Insurance Associates of America Logo
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Insurance Associates of America Brand Standards
Maroon Warm Gray
Colors CMYK Maroon: 29/100/96/34 Warm Gray: 58/52/50/19
RGB Maroon: 132/23/28 Warm Gray: 106/102/103
CMYK
RGB
Web
Web Maroon: #84171C Warm Gray: #6A6667
Rich Black
Rich Black
Black
75/67/67/90
Black k=100
Gray
Gray k=83
White
White
0/0/0/0
Insurance Associates of America Brand Standards
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Typography Headlines Helvetica (T1) Compressed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Headlines/Subheads Georgia Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Bold/Italics Helvetica Neue (T1) 75 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Helvetica Neue (T1) 46 Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
Body Copy Helvetica (T1) Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
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Insurance Associates of America Brand Standards
Support Graphics Gradient Background The gradient background shown to the right is used frequently on Insurance Associates of America pieces. The a radial gradient is used frequently, however, linear gradients will work with the brand too. It is entirely up to the designer to choose which treatment will improve the design aesthetic the most. A sample is shown to the right.
Transparent Folder Tabs
Gradient Background Sample
The transparent folder tab sample shown to the right is frequently used to highlight the importance of a particular benefit Insurance Associates of America offers its members. They can also be used to divide layouts into easy-to-understand sections.
Gradient Strokes Strokes for the Insurance Associates of America brand frequently fade to transparent on one end and bleed from the page edge on the other. A sample of this treatment is shown to the right.
Imagery Call-Out Icons Call-out icons for the Insurance Associates of America brand are used to draw attention to an important benefit of services provided to members.
Multi-Generational Business People Business people that span generational age groups are always used in Insurance Associates of America ads. However, the most prominent age group for this brand are middle-aged Caucasian males.
Overall Look & Feel Overall, the look and feel of the Insurance Associates of America brand can best be described as bold and strong, with a hint of the subtle and soft. Friendliness and professionalism are both feelings that are portrayed when this visual aesthetic is used. Transparent Folder Tab, Gradient Strokes, Call-Out Icon, and Multi-Generational Business People Samples
Insurance Associates of America Brand Standards
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