CIGNA _brand by Shibu Lawrence

The CIGNA Brand Center Basic Guidelines and Policy March 2008

T h e C I G N A B r an d Introduction The CIGNA Brand Identity Program is designed to clarify who we are, what we do and what we stand for. Following these guidelines will help keep our brand strong and clearly differentiate us from our competitors. Through the consistent, widespread use of our powerful and communicative Trademark – and distinctive graphic standards – we will continue to increase the awareness of our name and continue to build on our image as a responsive, caring and approachable provider of health care and related employee benefits. If you have questions on anything you see here, contact CIGNA Brand Management at 860.226.7050 - Cigna.Brand.Management@CIGNA.com.

How to Use These Guidelines This document is a series of linked Adobe Acrobat PDF files. You can access them online or print a set out to refer to when a computer is not readily accessible. You won’t need to start from scratch with each application you produce. Instead, follow the basic standards or refer to the specific section you are interested in for guidance.

Table of Contents The CIGNA Brand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Basic Standards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Trademark Color Options . . . . . . . . . . . . . . . . . . . . . . . . . 7 Tree Pattern. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Online Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Literature & Communications Development. . . . . . 12 Look and Feel of Communications & Other Touch Points. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Brand Imagery. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Promotional Merchandise . . . . . . . . . . . . . . . . . . . . . . . 13 Signage & Branded Environments. . . . . . . . . . . . . . . . 14 Stationery. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 External Use of CIGNA Name And/Or Logo. . . . . . . .14 Intellectual Property Issues. . . . . . . . . . . . . . . . . . . . . . . 16

CIGNA Brand Guidelines – March 2008

T h e C I G N A B r an d A Brand is an intangible asset that is made up of a set of expectations based on what our customers glean from what we promise and, more importantly, how we perform. The CIGNA Brand is best represented by the following mission, values and imperatives – and by the guidelines following. Our Mission – Why We Exist: “To help the people we serve improve their health, well-being and security.” Our Imperatives – What We Do: “Have the best people” Commit to being the best and having the best people working collaboratively toward common goals Constantly upgrade skills and capabilities Seek, manage and embrace diversity in sources, backgrounds, experiences and points of view “Know our customers” Develop “customer insights capability” that is world-class Understand unmet and latent needs Leverage those insights across everything we do “Nail the basics” Flawlessly execute the fundamentals Identify and eliminate customer “pain points” Meet or beat customer needs “Improve all the time” Get better every day, every month, every year Drive continuous cost and quality improvement Be a “learning organization”; have a thirst for new ideas; refresh our “view of the future” Innovate like crazy; experiment, using pilots to learn “Live and breathe performance” Demonstrate and demand personal accountability, owning results, rewards and consequences Continuously upgrade performance standards Ensure resources (time, money, people, mindshare) are aligned to maximize value creation The Way We Work Together – How We Do It: We treat others with respect and integrity at all times. We trust our colleagues, expecting the best of each other. We seek alignment by constructively engaging in fact-based discussion. We actively listen, and seek advice and counsel from others when making major decisions. We do what’s right for CIGNA, not just for our organizational unit. We act with speed – crisp meetings, clear decisions, action orientation. We hold ourselves and each other accountable, recognizing those who achieve results and adhere to The Way We Work Together.

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

CIGNA Brand Guidelines – March 2008

C olo r The CIGNA Palette Primary Colors: Teal

Gray

CIGNA Brand Colors Our primary brand color is CIGNA Teal – or PMS 315C. We want CIGNA to be strongly associated with this color. All materials that do not employ prepared templates should use this color broadly across their communications.

PMS

315

CG9C

CMYK

C-100 M-0 Y-12 K-43

C-0 M-0 Y-0 K-60

CIGNA Teal is complimented by CIGNA Gray – or PMS Cool Gray 9. (A 60% screen of black is a permissible substitute for CIGNA Gray.)

RGB (MAC)

R-0 G-113 B-133

R-124 G-124 B-124

RGB (WIN)

R-0 G-102 B-133

R-147 G-147 B-147

In addition to CIGNA Teal and Gray, a palette of supporting colors is available. This palette was developed to provide flexibility, which may be necessary in differentiating products and in communicating to diverse audiences. The color palette shown below should be used to provide color accents, to highlight specific images or text, to color code, and/or to convey a particular mood or impression. Screen tints of the supporting colors are permissible.

HEX

00718F

919295

Supporting Colors

Supporting Colors:

Blueberry

Bronze

Clementine

Concord

Espresso

Kiwi

Nickel

Olive

Pomadoro

Sunrise

PMS

7462

WG9C

7413

669

7533

583

7536

371

1805

130

CMYK

C-100 M-50 Y-0 K-10

C-0 M-11 Y-20 K-47

C-0 M-53 Y-100 K-4

C-76 M-78 Y-0 K-47

C-0 M-22 Y-85 K-85

C-23 M-0 Y-100 K-17

C-0 M-4 Y-22 K-32

C-43 M-0 Y-100 K-56

C-0 M-91 Y-100 K-23

C-0 M-30 Y-100 K-0

RGB (MAC)

R-0 G-103 B-172

R-153 G-139 B-125

R-236 G-136 B-28

R-53 G-43 B-101

R-74 G-56 B-0

R-175 G-188 B-33

R-185 G-176 B-152

R-74 G-96 B-28

R-191 G-48 B-25

R-253 G-184 B-18

RGB (WIN)

R-0 G-103 B-172

R-181 G-158 B-117

R-253 G-184 B-34

R-53 G-43 B-101

R-89 G-61 B-5

R-169 G-221 B-1

R-204 G-196 B-122

R-81 G-119 B-5

R-214 G-37 B-2

R-250 G-228 B-22

HEX

00C66

9A8C7D

EE8A1D

352C66

4B3900

AFBD21

B9B299

4F6F18

BF2E1A

FDB813

CIGNA Brand Guidelines – March 2008

T r a d e ma r k C olo r O ptions To strengthen the association of the colors Teal and Gray with our brand, the first choice for the Trademark should be CIGNA Teal and CIGNA Gray – over a white field. But all Teal, all Black and several other options are available. If the logo needs to be placed over a color field, use the following as a guide. Separate logo artwork for positive, reverse and special situations is available by contacting the office of Brand Management at 860.226.7050. White Field (preferred)

CIGNA Sunrise CIGNA Sunrise

CIGNA Clementine CIGNA Clementine

CIGNA Pomadoro CIGNA Pomadoro

CIGNA Concord CIGNA Concord

CIGNA Blueberry CIGNA Blueberry

CIGNA Kiwi CIGNA Kiwi

CIGNA Olive CIGNA Olive

CIGNA Nickel CIGNA Nickel

CIGNA Bronze CIGNA Bronze

CIGNA Espresso CIGNA Espresso

CIGNA Brand Guidelines – March 2008 Incorrect Trademark Treatment Misuse of the CIGNA Trademark places its legal protections at risk and compromises our image. Some common misuses of the trademark are shown in the following examples. Although these examples do not include every incorrect use, they will give you an idea of the areas to double-check. To ensure correct reproduction, always use the proper artwork. Do Not Reposition or resize Logotype relative to symbol

Do Not Outline

Do Not Shadow Trademark or use other dimensional effects

Do Not Use transparent logo over certain backgrounds

Do Not Position over busy background (high-contrast photo background)

Yes

Clear xSpace Clear space is the area around our Trademark where no text or graphic element may intrude. It is important to allow for clear space 3x the Trademark in order to protect the proper framing and preserve the visual integrity of our brand mark. around Minimum clear space is equal to one-third the height of the Trademark. x The examples here show various situations with the correct minimum clear space. x

x x

Tag Line x

Our former tagline, “A Business of Caring” is no longer in use. Do not throw out materials where it appears, but eliminate it in any work in production. And continue to look at this resource as additional updates will be posted s they become available. 3x

x x

CIGNA Brand Guidelines â&#x20AC;&#x201C; March 2008

T r e e Patt e r n The tree pattern art uses part of the outline art created for the Tree Symbol as a design element. Sized and arranged to work in various formats, it must bleed off at least one side of a given format â&#x20AC;&#x201C; or end at a non-bleeding border device. If desired, the tree pattern may be placed at different angles. A minimum of three leaf/fruit shapes should always be visible while a maximum of 60% of the total tree pattern may be used, with the lower trunk and base being the excluded elements.

-JGFTUZMF .BOBHFNFOU 1SPHSBNT

Never create tree patterns from the Trademark. Rather, use the tree pattern artwork available by contacting the office of Brand Management at 860.226.7050. 8FJHIU .BOBHFNFOU 5PCBDDP $FTTBUJPO 4USFTT .BOBHFNFOU

Tree Pattern Color

4HESE PROGRAMS USE mEXIBLE STRUCTURED AND PERSONALIZED 8IZ DIPPTF $BSF"MMJFT Typical use of the tree pattern should be subtle, ranging from a 5% to no more than a 20% value difference between the pattern APPROACHES TO MOTIVATE INDIVIDUALS TO CHANGE BEHAVIORS 7ITH A MISSION TO PROVIDE HEALTH AND WELLNESS and background. Transparent effects are effective when combining/overlaying pattern elements. AND HABITS THROUGH GOAL SETTING PLANNING AND ONGOING PRODUCTS AND SERVICES THAT MAXIMIZE CONSUMER SUPPORT FOR IMPROVING HEALTH 4HROUGH TELEPHONE OR Examples shown are suggested combinations that will vary depending upon paperENGAGEMENT AND BEHAVIORAL CHANGE #ARE!LLIESg selection and ink densities. Adjust screen values ONLINE COACHING PARTICIPANTS FOCUS ON OVERCOMING as necessary. SOLUTIONS HELP CUSTOMERS CREATE HEALTHIER MORE BARRIERS TO SUCCESS AND TAKING CONTROL IN ORDER TO PRODUCTIVE WORKFORCES WHILE ASSISTING MEMBERS ACHIEVE THEIR PERSONAL LIFESTYLE CHANGES IN LEADING MORE BALANCED LIVES Call CIGNA #ARE!LLIES 1UIT 4ODAYÂ¤ n -EASURES READINESS TO CHANGE 24-HOUR RISK FACTORS AND BARRIERS TO STOPPING TOBACCO USE AND INFORMATION LINE 'FFT REMAINING TOBACCO FREE

2VPUJOH 3FRVJSFNFOUT 1.8XX.XXX.XXXX

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%VF %BUF

#JE 4USBUFHZ 3FBTPO 0VU UP #JE 'JOBODJBM "TTVNQUJPOT :FBS $BSSJFS )JTUPSZ DBSSJFS OBNF ZFBST

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o 5JFS 4USVDUVSF && &4 &$ &'

o &NQMPZFF $MBTTJGJDBUJPO )PVSMZ 4BMBSZ 6OJPO /PO 6 3FUJSFF FUD

/PUF $*(/" SFRVJSFT B NJOJNVN FNQMPZFF QBSUJDJQBUJPO PG

TELEPHONE OR ONLINE SUPPORT MEMBER CHOICE

7ORKBOOK #$ AND PERSONALIZED LIFESTYLE MANAGEMENT PLANS N Incorrect/NLINE TOOLS TRACKERS AND ARTICLES Tree Pattern Use

!NY &EDERAL OR 3TATE LEGISLATIVE CHANGES IMPACTING BENElT LEVELS OR FUNDING ARRANGEMENTS MAY REQUIR #ARE!LLIES TO REVISIT PROPOSED RATES

$MBJNT &YQFSJFODF o .POUIMZ FOSPMMNFOU BOE DMBJNT FYQFSJFODF CZ QMBO GPS NPTU SFDFOU NPOUIT NPOUIT JT QSFGFSSFE

o 'PS DMBJNT HSFBUFS UIBO EVSJOH UIF FYQFSJFODF QFSJPE JODMVEF EPMMBS BNPVOU EJBHOPTJT BOE DMBJN TUBUVT BDUJWF SFTPMWFE

o 4QFDJGZ JG FYQFSJFODF JODMVEFT DMBJNT PWFS QPPMJOH QPJOU

$EDICATED WELLNESS COACHES Some common misuses of the tree pattern are shown in the following screens. N 3BUFT 'FFT $VSSFOU BOE 3FOFXBM

%VENING AND WEEKEND COACHING HOURS $POUBDU

o 'PS JOTVSFE QMBOT QSPWJEF SBUFT CZ QMBO BOE CZ UJFS

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o 'PS "40 MJTU BENJOJTUSBUJPO GFFT TQFDJGJD BOE BHHSFHBUF TUPQ MPTT SBUFT BOE DMBJN GBDUPST 0OST GRADUATION FOLLOW UP CALLS AND LONG TERM SUPPORT ;!CCOUNT %XECUTIVE .AME= o 4QFDJGZ JG SBUFT BOE GFFT JODMVEF DPNNJTTJPOT ;!DDRESS= N $VSSFOU /FUXPSL T SFRVJSFE GPS "40

&NQMPZFS #FOFmUT ;#ITY 3TATE :)0 CODE= N 41% SFRVJSFE GPS "40

;0HONE NUMBER= 0ROMOTIONAL MATERIALS n POSTER TENT CARDS AND 1MFBTF QSPWJEF $633&/5 BOE 3&26&45&% JOGPSNBUJPO GPS UIF GPMMPXJOH ABC MEDICAL ;%MAIL ADDRESS= N $PNNJTTJPO -FWFM MEMBER INSERT

UUSD HJ J I JAS A J A AIUH IU A I M IA LIJA ., LKIJ M J %NROLLMENT OUTCOMES AND SATISFACTION REPORTING OCSD SCO UHH M,J M IU YD DY DYU SD S IUY AM CXJ,H N 'VOEJOH 5ZQF J F "40 .JOJNVN 1SFNJVN *OTVSFE 1BS *OTVSFE /PO 1BS

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MN D , CH IUH HJ H IUY SANSXBYU U AS XKUX I W

N 1MBO %FTJHO T o GPS BTTPDJBUFE DMBJN FYQFSJFODF QFSJPE .FEJDBM BOE %FOUBM

(EALTH BENElTS COORDINATION AND PROGRAM ALIGNMENT N 4MJDF 0GGFSJOHT o MJTU DBSSJFS OBNFT DPOUSJCVUJPO TUSBUFHZ CZ DBSSJFS AS APPROPRIATE N &NQMPZFS $POUSJCVUJPO 4USBUFHZ o 'PS &NQMPZFF BOE %FQFOEFOU

3CREENING FOR COEXISTING HEALTH CONDITIONS

/PUF $*(/" SFRVJSFT B NJOJNVN FNQMPZFS DPOUSJCVUJPO PG PG UPUBM QSFNJVN 8BJUJOH 1FSJPE

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CIGNA Brand Guidelines – March 2008

T ypog r ap h y CIGNA Typeface Typography is an important element in establishing a distinctive visual style for CIGNA communications materials. Our brand identity system includes both primary and supporting typefaces. They may be used in various weights in order to provide flexibility while maintaining a consistent typographic style.

Stone Serif Medium & Italics Stone Serif Semibold & Italics Stone Serif Bold & Italics

Stone Serif Standard, in all weights, is CIGNA’s primary typeface. Substitute typefaces should not be used. ITC Stone Serif Standard is an International Typeface Corporation OpenType font. A True Type version of this font family is a part of the standard CIGNA-link desktop build. Given current technical limitations with the electronic delivery and display of CIGNA materials, exceptions have been made for the substitution of body copy in many applications – see note at end of section.

Supporting Typefaces The Myriad Pro OpenType family comprises the complete set of supporting typefaces. These faces should be used to highlight specific text such as subheads, captions and graphs. Myriad should not be used to typeset large amounts of body copy in print, but this and similar sans serif faces are acceptable for body copy intended for electronic display.

For Windows-based Communicators: Myriad Pro Light Condensed Myriad Pro Regular

Myriad Pro Bold Condensed Myriad Pro Bold

10 For Graphic Design Staff: Myriad Pro Light Myriad Pro Light Italic Myriad Pro Myriad Pro Italic Myriad Pro SemiBold Myriad Pro SemiBold Myriad Pro Bold Myriad Pro Bold Italic Myriad Pro Black Myriad Pro Black Italic Myriad Pro Light Condensed Myriad Pro Light Condensed Italic Myriad Pro Condensed Myriad Pro Condensed Italic Myriad Pro SemiBold Condensed Myriad Pro SemiBold Condensed Italic Myriad Pro Bold Condensed Myriad Pro Bold Condensed Italic Myriad Pro Black Condensed Myriad Pro Black Condensed Italic

Myriad Pro Light SemiCondensed Myriad Pro Light SemiCondensed Myriad Pro SemiCondensed Myriad Pro SemiCondensed Italic Myriad Pro SemiBold SemiCondensed Myriad Pro SemiBold SemiCondensed Italic Myriad Pro Bold SemiCondensed Myriad Pro Bold SemiCondensed Italic Myriad Pro Black SemiCondensed Myriad Pro Black SemiCondensed Italic Myriad Pro Light SemiExtended Myriad Pro Light SemiExtended Italic Myriad Pro SemiExtended Myriad Pro SemiExtended Italic Myriad Pro SemiBold SemiExtended Myriad Pro SemiBold SemiExtended Italic Myriad Pro Bold SemiExtended Myriad Pro Bold SemiExtended Italic Myriad Pro Black SemiExtended Myriad Pro Black SemiExtended Italic

CIGNA Brand Guidelines – March 2008 Special Display Typefaces Special display faces are also cross-platform OpenType typefaces used only to create unique title bars, mastheads, primary subheads, initial caps and other decorative embellishments. They should be used sparingly and with discretion. They are: Copperplate Gothic 29 AB Copperplate Gothic 29 BC Copperplate Gothic 30 BC Copperplate Gothic 31 AB Copperplate Gothic 31 BC Copperplate Gothic 32 AB Copperplate Gothic 32 BC Copperplate Gothic 33 BC Copperplate Gothic 30 AB Copperplate Gothic Bold Copperplate Gothic Light

Latin MT Standard Snell Roundhand

Exceptions for Digital Delivery: People working in print or other media using applications that allow for type to be exported to raster-based graphic formats can make use of a wider selection of CIGNA-approved typefaces. Staff developing communications for internal distribution using standard Windows applications are limited to the Stone Serif Standard family of faces and four Myriad Pro faces. But these people should take care to embed these faces in their documents before sharing them internally or externally as the Myriad faces will not be widely distributed at CIGNA. When working in applications that do not make use of embedded typefaces (like email and browser-based communications) or when emailing a CIGNA letter externally, commonly available Windows faces should be substituted for CIGNA fonts based on the following list. Our “logo” typefaces – the CIGNA Trademark and Registered Trademark faces loaded on all CIGNA desktops should be replaced with logo graphic files available by contacting the office of Brand Management at 860.226.7050. CIGNA Font

Replacement for Electronic Delivery

Stone Serif Medium

Times New Roman

Stone Serif Semibold

Times New Roman Bold

Stone Serif Bold

Times New Roman Bold

Myriad Pro Light Condensed

Arial Narrow

Myriad Pro bold Condensed

Arial Narrow (Bold)

Myriad Pro Regular

Verdana

Myriad Pro Bold

Verdana Bold

Latin MT Standard

none (use graphically-generated text)

Snell Roundhand

none (use graphically-generated text)

Copperplate Gothic 29 AB

none (use graphically-generated text)

CIGNA Brand Guidelines â&#x20AC;&#x201C; March 2008

O nlin e M e d ia For the design of interactive applications and other online content follow current CIGNA.com standards located here. The CIGNA name and mark cannot appear on an external (non-CIGNA) website without prior approval of the office of Brand Management.

L it e r atu r e & C ommunications D e v e lopm e nt

12 Contact CIGNA Creative Services by calling Gina Maliga at 860.226.3646 or Gina.Maliga@CIGNA.com to initiate internal communications development work or to get copies of the latest templates. You should not retain any outside individual or firm without the prior approval of CIGNA Brand Management, who will conduct a brand overview session for any new vendors as a condition of work.

Loo k an d F e e l of C ommunications & Ot h e r Touc h P oints Look and Feel guidelines for all consumer touch points have been assembled by the Customer Experience Organization, architects of the end to end customer experience at CIGNA. Itâ&#x20AC;&#x2122;s critical that we employ messaging and materials that look and feel consistent, and make all interactions at customer touch points clear, concise and easy to understand -- consistently throughout CIGNA. Look here for those guidelines. Words and Phrases commonly used across our company need to be replaced with simple, consistent language in individual communications and collateral. They include CIGNA-specific or insurance industry language and other awkward phrases that, in most cases, should be replaced with words that keep things simple. Look here for guidelines on words.

CIGNA Brand Guidelines – March 2008

A d v e r tising Do not develop advertising locally. Instead contact your business’ marketing department. All advertising shall be placed through Creative Services. Staff placing ads will confirm that each submission contains the appropriate “legal line” that clarifies the company that is advertising and states its relationship to CIGNA Corporation. See Legal Line Guidelines for more information. All new or revised placements shall be reviewed by the appropriate legal and compliance resources. For community service or event advertising, a selection of prepared ads is available. To resize or customize one of these ads – or to develop a custom ad for a special local event, contact CIGNA Creative Services.

B r an d I mag e r y The right images reflect positively on our understanding of our various business constituencies and their needs. Used properly real people photographed in logical settings will enhance the impressions we want our customers to have of CIGNA. The CIGNA Image Library was created to repurpose imagery licensed to CIGNA, reinforcing the positive impressions these photos were designed to make – while reducing costs. To download imagery at no cost from http://cigna.indexstock. com please activate an account by contacting the office of Brand Management at 860.226.7050. Communication vendors working on CIGNA projects can also get access the same way. Any new photography needed for marketing communications must be approved by CIGNA Brand Management. Contact Brand Management or call 860.226.7050.

P r omotional M e r c h an d is e CIGNA-branded promotional merchandise is available through our approved promotional vendor, eCompanyStore. To look at the current selections go to the CIGNA Tree of Life Collection. Assistance is also available to help select and decorate custom merchandise for a special event or need. For assistance with custom materials, go the CIGNA Tree of Life Collection website and select custom order link in the web page’s left-hand navigation for more information.

CIGNA Brand Guidelines – March 2008

S ignag e & B r an d e d En v i r onm e nts Signage is an integral part of our Brand Identity system. And integrating CIGNA-branded visuals and messages into an office environment completes the package. These unique spaces underscore our mission, vision and values to visitors and staff alike. For signage or to discuss environmental branding options as part of an office move/renovation, contact your Corporate Real Estate Representative. For further questions about CIGNA-branded environments, email Mark Swayne Mark.Swayne@CIGNA.com or call him at 860.226.7050.

S tation e r y As the primary source of communication to our customers, CIGNA stationery should present a consistent, unified and professional image.

John Doe Director of Marketing CIGNA HealthCare

Month Day, Year

11095 Exeter Avenur Anytown, ST 12345 Telephone 123.456.4321 Facsimile 123.456.1234 John.Doe@CIGNA.com

Addressee’s Name Title Company Name Street Address City State ZIP Code

Salutation: Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean vitae turpis id quam pretium pulvinar. Nunc neque. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Phasellus cursus magna ac odio. Integer ultrices. Duis dapibus nonummy turpis. Sed vehicula faucibus ligula. Cras semper, velit eget hendrerit posuere, tortor lorem bibendum augue, et pulvinar leo est sit amet ligula.

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Praesent dapibus mauris eu purus. In elementum rutrum dolor. Nullam accumsan11 suscipit, ST 1234 Anytown 123.456.4321 e n Do turpis. Sed egestas, nunc in tristique accumsan, ipsum Joh nunc posuere ante, congue ephone ting sit ametTel 56.1234 of Marke ile 123.4 Directormassa are Facsim eros dui at risus. Phasellus nulla. Ut sed leo. Nunc bibendum accum-CIGNA.com HealthCnon orci tempus CIGNA John.Doe@ san. Fusce pharetra. Aenean tincidunt nisi in tortor. Cras nonummy, risus eget aliquam pulvinar, nunc felis ornare neque, et blandit sem lectus ut felis. Integer augue. Fusce ornare consequat felis. Nulla eu dui eu lacus hendrerit molestie. Ut sagittis interdum eros. Mauris faucibus turpis eu eros. Quisque in pede. Curabitur a turpis nec metus aliquet pellentesque. Ut in pede. Ut egestas justo sed lectus. Sed augue tortor, mollis a, adipiscing in, sodales quis, lorem. In lacus. Nam velit. Nulla ligula erat, ultricies at, accumsan non, adipiscing id, orci. Donec a magna.

10.5 point Stone Serif is the default size and face in the CIGNA-link Word Stationery Macros. It should be used in all letters unless something is to be emailed externally. In that case, please refer to the exceptions for digital delivery section on page 11. Preprinted stationery for all CIGNA businesses is available through CIGNA Printing & Distribution’s online ordering system, @winXS. Business cards can be ordered here also. If you are unfamiliar with this resource, call or email Jim Magennis at 860.226.7416 or James.Magennis@CIGNA. com for assistance.

Personalization of individual letterhead can be done on CIGNA workstations by using the CIGNA-link Word Stationery Macros. To reduce expenses for noncritical communications, letters can also be created using plain paper. Sincerely,

Sender’s Name

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You must obtain approval from CIGNA Brand Management staff before granting permission to vendors or other organizations to use the CIGNA name and/or logo. Requests to use our name and brand in connection with non-CIGNA advertising, sales promotions or other communications need to be individually reviewed. If approval is obtained, CIGNA Brand Management will furnish the appropriate brand mark, review and approve intended uses, and coordinate obtaining a signed license agreement from CIGNA Intellectual Property covering such use. Endorsements A quote from a CIGNA Employee or a CIGNA authorized case study in a vendor’s communication can be considered an endorsement. This is different from including the CIGNA logo amd/or name in a vendor’s client list. Endorsements by CIGNA can lead to situations where our product and services are not evaluated on “A level playing field”, by customers or prospects working in the same fields as our endorsed vendors. CIGNA, therefore does not generally permit this practice, although concessions may be necessary for strategic and/or financial reasons. TOC | Introduction | Colors | Tree Pattern | Typography | Advertising | Imagery | Promotional Material | Signage | Co-branding

CIGNA Brand Guidelines – March 2008 Co-branding Co-branding is a very effective way to strengthen the CIGNA brand in existing markets, and to build it more efficiently in new ones. Co-branding encompasses a wide range of activities and relationships between CIGNA and one or more associate companies. Permitting these companies to use the CIGNA name and brand marks when marketing specific products and services and using our partners’ brands in our promotions, or producing common communications, results in co-branding. A co-branding relationship should exist/be proposed to enhance CIGNA’s brand value and business performance. Any partnership must produce benefits for both brands in order for co-branding to be appropriate. Note: Companies providing products and services in the course of fulfilling a CIGNA benefits package are frequently considered vendors and are generally not candidates for co-branding. The way a co-branding relationship is handled depends on many variables and needs to be built on a case-by-case basis. Some general examples follow, but are included only as such and not as templates. CIGNA Brand Management needs to be involved in this process (see below). Co-branding Categories:

CIGNA Exclusive: associate company invisible

CIGNA Dominant: dominant CIGNA contribution, associate as service provider

Shared Emphasis: equal contributions

Associate Dominant: dominant provider contribution as a feature of a CIGNA benefit

XYZ Company

Associate Exclusive: CIGNA invisible (IE ASO or similar private-label business

New Brand: Free-standing brand formed by collaboration/partnership

CIGNA Brand Guidelines – March 2008 Co-branding Process: Contact the office of brand management and be prepared to provide information about the proposed relationship. This dialog might include: Business and strategic reasons to implement relationship. Potential partner’s market reputation. Is this reputation a fit with the CIGNA Brand? Is this relationship exclusive to both parties? Obtaining Approved Logo Art Logo art can be obtained from CIGNA Brand Management. Call the office of Brand Management at 860.226.7050 - Cigna.Brand. Management@CIGNA.com. To get the correct art for your need, please be prepared to specify the file format you need the mark in, its size, and if you know whether or not it will be placed over a color field. Absent that information, knowing the intended end use(s) will help narrow down the options.

I nt e ll e ctual P r op e r ty I ssu e s What is Intellectual Property? Intellectual Property (IP) refers to all types of confidential knowledge (like trade secrets, designs, know-how etc.) and includes patents, design patents, trademarks, domain names and copyrights. Why is it Important? The registration of Intellectual Property is important as it allows us to patent and to protect solutions that give the company a competitive edge. The primary goal of the CIGNA Intellectual Property Unit is to protect CIGNA products from unlawful exploitation, to promote sales, support licenses, to ensure we are not hindered from selling our own products, and to protect the reputation associated with the name “CIGNA.” Protecting the CIGNA Brand Full compliance with the basic visual standards section of this document not only ensures that the CIGNA brand is properly represented; it will help protect the brand as a business asset of CIGNA. Misuse of the Trademark or Logotype could jeopardize our legal ability to protect the exclusivity of the brand. Anyone using the CIGNA brand therefore shares an obligation to represent it correctly in all communications. All published material must be protected by copyright notice, in the form: “© 20XX (year of first publication) CIGNA.” This applies regardless of the publishing location or business unit. Naming Policy The purpose of the CIGNA Naming Policy is to keep the communications focus on the CIGNA Brand. The name of a CIGNA product or service should convey the key attributes or value of our offering in an easy-to-understand name that’s consistent with existing company nomenclature.

CIGNA Brand Guidelines – March 2008 All new external names cannot be released until reviewed by CIGNA’s Corporate Brand Management and Legal teams. The information below outlines the process. Name Categories Overview Names developed for CIGNA products usually fall into categories referred to as “generic” and “descriptive.” In certain situations, a third type labeled “suggestive” may be called for. A Generic Name is the common descriptive name of a product or service. Generic names are typically easily understood, but cannot be registered and protected as licensed trademarks. A Descriptive Name also requires very little explanation and is generally easy to understand. It directly describes the nature, quality, benefits or attributes of a given product or service. Descriptive names cannot usually be trademarked but, with substantial use, they can achieve a secondary meaning and may eventually be trademarked. A Suggestive Name is a coined name that contains little or no direct meaning about the product or service it represents. This type of name should only be used to represent business initiatives that will be significantly funded and will add unique long-term strategic value to the business. Suggestive names should be registered with the Patent and Trademark Office* *See the “Creating New Names: Process” below. Names must: Be preceded by the CIGNA Name (unless this will be a stand-alone brand). Be positive or neutral in impact on the CIGNA Brand. Be legally available. Be free of acronyms and intentional misspellings. Always be used in their entirety. (They should never be shortened or abbreviated in media or speech the first time they are used – but can be shortened with additional usage communication-by-communication.) Never be graphically stylized, joined with a graphic element or used as a logo. Product names should always appear in a CIGNA-approved typeface. Creating New Names/Process: Step 1 – Naming Directions/Creative Routes: Establish two to four naming directions or creative routes that can be used to guide name ideation. These should be based on key product attributes, functional or emotional benefits, target markets, or positioning points. Step 2 – Naming Categories: Once you have defined the creative routes, decide on a naming category. Step 3 – Name Ideation and Submission: Generate names with a brainstorming team according to chosen creative routes and selected naming category. Generate a lot of names and select the three to five best candidates, ranked by order of preference. Step 4 – Review and Approval: Submit these names to Mark Swayne, CIGNA Brand Management for review. Once the initial review is completed, the names will be submitted to CIGNA Intellectual Property to determine if the names are legally available. The Brand Management team will review Suggestive Name options with CIGNA’s Brand Governance Council. The final selection of any name, if legally available and approved by the Brand Management Team, will be submitted to the Patent and Trademark Office and can be used in the marketplace. TOC | Introduction | Colors | Tree Pattern | Typography | Advertising | Imagery | Promotional Material | Signage | Co-branding

CIGNA Brand Guidelines – March 2008 Respecting Others’ Intellectual Property: As part of the company’s commitment to ethical business conduct for all employees, it is critical that we respect the intellectual property of others. Physical and digital resources that are copyrighted and/or licensed must be properly and legally acquired, with full transparency and documentation when appropriate. This includes, but is not limited to, the following common communications tools: CIGNA corporate typefaces. These must be purchased and licensed by each individual user. It is a violation of copyright law to freely distribute them, even within the company. But it is permissible to send a copy of the fonts along with a project to a printer, to ensure proper reproduction. Professional graphic arts software. Popular software such as Adobe InDesign, Photoshop, Corel, etc. is normally licensed for installation at one workstation only. It is unlawful to copy or distribute such resources to secondary workstations, employee computers at home, or any other users without obtaining the proper licensing agreement. Images, graphics and illustrations. Photographs that are not the copyrighted intellectual property of CIGNA require licensing to be distributed by CIGNA. This includes customer-supplied photographs, commercial stock photography (per-incident or royalty free), and other previously published materials, whether physical or electronic. It is the responsibility of each user to understand the license agreement, and to fully comply with all terms and conditions. The CIGNA Image Library contains imagery licensed exclusively to CIGNA, much of it commissioned specifically for the company. This collection is available free of charge to employees and vendors working on CIGNA business. When using images provided from a customer, please obtain written documentation of their permission to use the photographs prior to publishing, which clearly states the terms of usage – is the image supplied for a single project, or may CIGNA use the image freely, in perpetuity? Is additional compensation or notice required? When commissioning photography of people, whether CIGNA employees, professional models or other people who are neither professional models or CIGNA employees, you must obtain a signed photo release prior to taking any photographs. Please contact Mark Swayne for more information. Most royalty-free digital images do not allow the customer-based distribution of their images, whether individual shots or CD-ROM collections, through any freely downloadable software interface. Third party brands. We must show respect for our business partners’ brand assets, just as we expect third parties to respect the importance of our brand. Any representation of our customer, competitor, supplier or channel partner’s brands should follow all the conventions of their visual identity system. In instances where CIGNA’s visual identity system conflicts with third parties, please consult your brand council representative or Mark Swayne, for guidance.