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