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.
TOC | Introduction | Colors | Tree Pattern | Typography | Advertising | Imagery | Promotional Material | Signage | Co-branding
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