Zurich CREFM Identity by HOK Experience Design

AN OVERARCHING IMAGE AND IDENTITY FOR ZURICH CRE+FM

A Global Umbrella

Important Notes For implementation, only master artwork templates in digital format should be used. Please note that all occurrence of the Zurich corporate signature, photographic images and other logos throughout this document is for demonstration purposes only and should never be used for final production. Do not use any of the colors within the pages of this document to match for print production. Official image licensing procedures should be undertaken to secure legal image rights usage for future implementation.

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Contents Introduction..............................................2 Identity Strategy......................................3 ROIâ&#x20AC;&#x2030;:â&#x20AC;&#x2030;Return on Initiative Semantics Facilities Management Partners Accommodated CRE&FM Position on The Spectrum Visual Vocabulary Leadership Interview One Cohesive Voice Core Elements Possible Identity Solutions: Employing a Graphic Icon......................19 Graphic Icon Explorations Graphic Icon Option 1 Graphic Icon Option 2 Graphic Icon Option 3 Graphic Icon Overview Alternative Names Option Development Visual Applications

Recommended Identity Solutions: Employing a Word Mark.......................32 Naming Strategy Word Mark Explorations Option Development Visual Applications Other Graphic Iconography and Semantic Ideas and Media Assets of Value....................46 Possibilities at a Glance ROIs Next Steps..............................................52 We are Here: Identity Launch Questions for Discussion/Decision Seamless Integration to Zurich Brand Standards Frequently Asked Questions.................57

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Introduction This graphic identity is designed to build awareness amongst wider Zurich audience by creating a consistent look to CRE&FM under the Zurich Brand umbrella. It helps to ensure that all of CRE&FM communications, from ink on paper to pixels on screen format are well designed, visually engaging and representative of all the qualities that make it unique. The CRE&FM identity should make vision visible, mission actionable, customer personal, and culture tangible. The CRE&FM identity development will be ambitious, exciting and necessary. Ambitious — because it will require the opinion and experience of so many CRE&FM people. Exciting — because its success can significantly establish and evolve the CRE&FM position and values within Zurich. Necessary — because the world is evolving from written word communications to a culture of image-based communication where attention is temporal and rapidly acquired perception is everything.

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Identity Strategy

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ROIâ&#x20AC;&#x2030;:â&#x20AC;&#x2030;Return on Initiative Below is a philosophical diagram as well as a CRE&FM experience script. The desired result will leverage value, promote the group, facilitate leadership, and co-star the audience.

GOAL: CRE&FM more relevant to Zurich business leaders This initiative bundles two objectives

By Elevating VALUE By Elevating VISIBILITY There are other initiatives to enhance customer experience and leadership perception that address same audiences; Identity is but one of many facets to a CRE&FM transformation.

GOAL: CRE&FM more relevant to 60,000 people inside Zurich

Importance: CRE&FM could dilute (or disappear) internally if continued to be, or ever allowed to be, perceived as commodity. CRE&FM can be seen as the prime lever to cultural change and enhanced productivity if positioned correctly: an enabler of enterprise success. CRE&FM in this way is ingrained in building the topline rather than cutting bottom line.

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Semantics What are insurance world terms for buildings, facilities, work settings? Are there any clues to wording there? Corporate is not a positive word, at best neutral in rank and file Real Estate is a narrow term, to most transactional meaning and related to land as much as buildings Facilities is a lumping together of plant and premise with work and place Management is not always a positive word, many times it is better positioned as leadership

CRE+FM is akin to a dynamic combination of urban planners, community organizers, and municipal services. Based on this thesis, wouldnâ&#x20AC;&#x2122;t some of these terms better describe CRE&FM: Collective Work Life

Dynamic Work Settings

Collective Workscape

Zurich Work Life

Work Community

Work Life Dynamics

Zurich Community

Work Life Settings

Work Setting

Workplace Collective

The Zurich Work Place

Zurich Places

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Semantics Texting abbreviations are the new acronyms. Below are some explorations of shorthand for CRE&FM and its subjects of services: CREATE (Corporate Real Estate)

RESRV (Real Estate Services)

CORE (Corporate Operations + Real Estate)

GLOW (Global Workplace)

The Orchestrated Workspace Zurich Places

Zurich WorkLife (Run on words differentiate common language)

Zurich Settings

Zurich WorkCulture (Run on words differentiate common language)

Why not CREF ? Why do we need Management? Wouldn’t that be implied function? Why “&” instead of “+” ? One is more modern (and Swiss) or Why not RE+F ? Why do we need Corporate? Wouldn’t that be assumed if it’s internal?

Note: The ampersand and plus sign won’t translate well to I.T. file names: + is an “arithmetic operator” and & is considered symbol, not a character.

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Semantics We are looking for terminology that resonates with customers (since we are not in business for ourselves). Perception: RE Strategic and Intervals and Global Perception: FM Tactical and Continuous and Contextual

Include stakeholders and client audiences in a sounding board sample or focus group. Point outward in this identity terms: understood outside industry (or so inspirational that layman is willing to invest time and bandwidth to learn the backstory and adopt it.) Desire inspirational wording/words baked into the solution. Consider slammed together words that differentiate common language: Imagineering. The semantics must be understandable but not limiting. It canâ&#x20AC;&#x2122;t be easily dated by time (evolution or revolution).

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Facilities Management FM is the “call-to-fix-things” team resident but in background until something is broken. How does everyday maintaining get elevated to extraordinarily valued? How does maintaining get elevated to cabinet level activity? If FM’s blue collar to Real Estate’s white collar perception is erroneous, how do we reposition? How can communications and positioning (and identity) optimize the synergistic relationship and connection? FM team is visible everyday on sites. How to control CRE&FM image on-site through partners? Zurich badges know we are there as a part of their workday yet perceived as apart from their work product. How can we be positioned as truly supportive and participatory of work product? How to better connect the agile, provisioned, kinetic, 1001 moving parts of facility to the accomplishment of Zurich work product by Zurich badges (and their own outsourced, contracted, joint venture finance insurance partners)?

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Partners Accommodated How to visually unify diverse partners. How to visually team-ify. ZURICH

A Part of Zurich

CRE&FM

An identity (an organization) that accommodates these tensions, dialectic, dichotomies

A Part of Zurich CRE&FM Remote from Zurich

Apart from Zurich CRE&FM

CRE&FM Identity as External Badge

External Badge and Internal Glue: Could be facets of same answer or set of answers selectively used

CRE&FM identity as Internal Glue (Face of CRE&FM is often outsourced personality)

CRE&FM partners in different colors and scale of relationships CRE&FM

Customers of CRE&FM in different tints of Zurich blue

CRE&FM is one team with many players

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CRE&FM Position on The Spectrum In-house vs. Out-source Outsourcing is about reduced cost and increased speed as well as flexibility to upsize and downsize in response to need. Outsourcing also provides access to those disciplines and expertise not commonly found in corporate real estate departments.

CRE&FM

In-house

Out-source

Badges

Logos

Colleagues

Enterprises

Platonic Ideal

Co-branded

CRE&FM controls experience on-site

CRE&FM polices experience on-site

CRE&FM image: Edict Control (Pivots on Power Over Partners)

CRE&FM image: Negotiate Control (Pivots on Quality of Partners)

In-house

Out-source

Note: We are creating visual identity that will evidence attributes of CRE&FM. However, behavioral and cultural adoption of attributes are up to organization to evidence.

CRE&FM is moving with momentum towards right side of spectrum

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Visual Vocabulary How to Unify a Diverse Organization

Zurich (Global)

Zurich (NA)

Farmers

A visual umbrella all can fit under (eventually)

Evolve from collection of acquisitions Evolve from regional geographies Evolve from historical perceptions

Note: Donâ&#x20AC;&#x2122;t alienate Farmers with the solution. Solution should attempt to allow Farmers to be included now or easily included in future.

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Leadership Interview Small Group Interviews The advantage of a small group interview is that the results are multiple and can be mapped against each other for both opinion clustering and pointed exceptions. That evidence also informs participants where they align and where they diverge from group opinion. The ideal outcome is individual surveys mapped together and discussed in group settings. When successfully mapped, consensus is quickly visible and time and energy can be focused on reconciling (or accepting) divergent opinions.

Word Cloud of CRE&FM To visually summarize the interviews conducted, we offer this word cloud. It shows the top buzz words used during the process. Words appearing in bigger text were used more frequently relative to other words in the data set. If the visualization is our summary, it suggests we were specifically focused on topics related to: Building Recognition Great Partnerships People Centric Multitude of Services Consistent Global Identity

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Leadership Interview Identifying Challenges Question: If we are currently here…

MIXED PRIOR LEGACY

…how can CRE&FM team establish a unified look and feel?

Zurich brand is focusing lens for all these challenges

BROAD AUDIENCE

MULTI-LINGUAL

Unified CRE&FM Perceptions

MULTI-FACETED SERVICES

IN-HOUSE & OUTSOURCED

Answer: LOCAL CENTRISM

GLOBAL INITIATIVES

By aligning individuated group services within the identity of CRE&FM By successfully building and living “One CRE&FM” culture By leveraging available resources for all types of communications By promoting awareness amongst Zurich audience on CRE&FM’s achievement By improving employee engagement with CRE&FM and within CRE&FM

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Leadership Interview Visible and Recognizable CRE&FM Identity within Zurich Universe OVERARCHING

Use color tints to code activities

ENTITY ID

CRE&FM MAINTENANCE

Strategy

Procurement

Execution

Maintenance

Remediation

CRE&FM STRATEGY

VALIDATED BY MILESTONES

VALIDATED BY METRICS

A glyph or iconic diagram that unifies diverse CRE&FM disciplines under one organizational umbrella. Also serves as a process chart or flow diagram educating the layman. Let’s not call it a brand, but rather an “identity” that can be used to mark authorship of activities and “give a (graphic) face to a name”. It allows the entity to be positioned in a glance as having responsibility (+ownership) of a process, or property, or product. The audience is primarily internal to Zurich but eventually this ID and this organization creates perceptions externally to CRE&FM organizations as thought leaders in the profession.

CRE&FM PROCUREMENT

A way for each to visually make the leap forward

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One Cohesive Voice CRE&FM Mission & Vision

Desired End State

Our Mission is to provide Zurich Group with dynamic places of work that enables more productive outcomes and profitable customer engagement at proportionately lower cost.

It is critical to our identity strategy that people understand what we do, why we do it and how we will go about achieving our goals.

Our Vision is to become a world class performance, without exception: delighting our colleagues, impressing our customers and advancing our industry.

Our Values It is important that we are clear what CRE&FM stands for— a transparent, consistent and timely communications.

CRE&FM Strategy There are 4 pillars contributing to the CRE&FM strategy; Value Management, Global Operating Model, Integrated Solutions, and Leadership.

CRE&FM Identity Strategy The philosophy and visual identity development of the CRE&FM are a collection of competencies stand shoulder to shoulder. All are visible and all are unified by a bluish cast of light from the Zurich Corporate Identity umbrella they stand under.

Our Personality We are operating in a Global, Regional and Local levels. We wish to be seen as a unify group that offers support and builds “One CRE&FM” culture within Global Business Services and under the umbrella of Group Operations. Our Roles We play different roles when performing duties. To some, we are providing services, to others we might be needed to help enforcing regulations. Whatever the relationship with our various audiences, we need to be mindful of our approach— to bring communications focus, consistency, continuity, and harmonization.

Note: Authored internally by Zurich CRE&FM and presented here unabridged and unedited

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One Cohesive Voice Tone of Communication

Creative Semantics

Our tone is to be more engaging, personal and empathetic. Consider our positioning when crafting written or oral messages. Pay particular attention to finding language that will resonate with customers. We should speak with our customers, not at them. How we say our name is as important as what we say about ourself. We have to be consistent, we must sound it and demonstrate it, too. Above all, avoid corporate language that is detached, formal or distant.

If you look and feel and sound more progressive, you might actually act more progressive. If you look more faceted than fractured, you might find people acting more synergistically than silo-ed. Business Terminology

Sustainability Fitness Food Service Health + Safety

Jazz Terminology

Z Words

Blue Green

Zero

Fit

Zone

Picnic

Zest

Ergo

Zen

Security

Secure

Real Estate Leasing

Reality

Mail Document Logistics House Keeping, Cleaning Building Engineer

Post Print + Pixel Sparkle Maintain

Facilities Maintenance

Project Management

Workplace Design Philosophy Strategy + Development

Dynamic Working Futures

Zenith

Outsourcing

Partners

Zodiac

Project Finance

Finance

Performance and Compliance Communications

Performance Voice

â&#x20AC;&#x2DC;Zine

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One Cohesive Voice CRE&FM Personality To employ these words as drivers of your identity, CRE&FM would need to accurately wordsmith the exact attribute you wish to project. Is it solid or stable? Growing or expanding? Is one professional when once decrees oneself respected? Step 1

Primary Descriptors

Supporting Descriptors

Agonizing focus over each word selected. We believe you have undertaken this.

Value-Driven

Transparent

Step 2

Global

Consistent

Integrated

Sustainable

Leadership

Partnership

(More?)

Define each word in terms of your business, and in business terminology. Leadership, partnershipâ&#x20AC;Ś these words are loaded with meanings. Which are you using, and what is the context: partnership business model, leadership approach? Next, matrix your word-smithed attributes against the business issues you face. Are you consistent or transparent about employee career growth? Matrixing issues against attributes offers you a Rosetta Stone reference for authoring all your messages. More often than not, your audiences will read these attributes in your copywriting or hear them in your narration. Itâ&#x20AC;&#x2122;s more difficult to see global than to read global, but it is possible to see integrated in your Intranet or your PowerPoint presentation. It is possible to see sustainable in collateral. And it is a short hop from value-driven to cheap in perceptions around publications and collateral, so your Rosetta Stone matrix should tell you value-driven does not drive your publications as much as sustainable and leadership will.

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Core Elements Primary Colors

Primary

Our primary color palette consists of three main colors, Zurich Blue 1, Zurich Blue 2 and White, as well as three additional Blues and Black. Pantone 2728

Secondary Colors

Pantone 281

Pantone –

Pantone 659

Pantone 278

Pantone Process Cyan

Pantone Process Black

Pantone 116 EC

Pantone 144 EC

Pantone Warm Gray 7 EC

Secondary

Secondary colors can be used to highlight graphical elements or typography and on graphs and charts.

Pantone 032

Typography As a general rule, Frutiger 75 Black and Frutiger 65 Bold are mainly used for headlines and subtitles. Frutiger 45 Light is used for copy and legal copy. Frutiger 55 Roman can be used as highlight copy where you need to make a paragraph or phrase stand-out from a page. Italic versions of Frutiger can also be used to highlight a phrase or a word like a product name.

Pantone 2603 EC

Pantone 3278 EC

Pantone 583 EC

Frutiger_65_Bold

Frutiger_55_Roman

Frutiger_45_Light

ABCDEFGHIJKLMNOPQRSTUV WXYZ a b c d e f g hijk l m n o p q r s tu v w x y z 12 3 4 5 67 8 9 0 . : , :!? ( )/&%ç*” ”+ - –

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A BCDEF GH I J K L M N O P Q R S T U V W X Y Z ab cd efghijklmno pqr s tu v w x y z 123 456789 0 .:,:!?( ) /&%ç*””+ - –

Frutiger_66_Bold_Italic

Frutiger_56_Italic

Frutiger_46_Light_Italic

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A B CD EF GH I JK L M N O P Q R S T U V W X Y Z ab cdef ghijklmn op qr s t u v w x y z 123 45678 9 0 .: ,:!?( )/&%ç*””+ - –

A BCD EF GH I JK L M N O P Q R S T U V W X Y Z ab cdefghijklmnop qr s tuv w x y z 12345678 9 0 .:,:!?( )/&%ç*””+ - –

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Possible Identity Solutions: Employing a Graphic Icon

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Graphic Icon Explorations Stylizations Themes

Thematic Clipart

Thematic Explorations

Global/Leadership

Communication/ Dynamic Solution

Community/Team/ Network Chain

Facility/Planning/ Performance

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Graphic Icon Option 1 Graphic Icon Backstory Working Community

Imagine Planning New Zurich Workplaces across the Globe

Innovation / Resources / Teamwork / Strategy

Connecting Chain / Engagement

Workplace is the Tangible Value

Strategy (Mission Touchstones) Plan Build Occupy Maintain Exit

Outsourced Partners

Multi-facets / Values / Competencies

Sustainable Process and Transparent Communication

Creating a Global Working Community

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Graphic Icon Option 2 Graphic Icon Backstory Dynamic Connections Zurich (Blue)

Imagine a global partnership within Zurich Latitude / Longitude Lines create various types of connections with different stories and goals

Outsourced Partners (Gray) Zodiac Array

Neutrino-like Array

Structured Array

Z-like Array

With or Without Connecting Network

Resource Strategic Planning Leadership Operation Focus Customer Focus Achievement Focus Initiative

Zoom-in into One of the Connections

Viewing from Different Perspectives

Revolve around Zurich Globe

Visible Chain

Moving Initiative Ahead

Growing / Diversity

Progressive Result / Journey / Recognition

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Graphic Icon Option 3 Graphic Icon Backstory Well-Balanced Team

Employee Growth

Leadership

Integrity

Left Brain Goals

Right Brain Goals

Partnership

Communication

Innovation Trust

Customer Focus

Identify Priority

Content Orchestration / Visible Chain

Network / Strategy Moving Towards a Direction

Target / Goal Value Added

Exploded Notions of Work (Star) / Synergy

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Graphic Icon Overview Options Overview

CRE FM

Identity Option 1

Identity Option 2

CRE FM

Identity Option 3

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Alternative Names Pairing Selected Icon With Preferred Name

CRE FM DynamicWorkscape

Zurich Work Life CORE Zurich Community Icon Option 1 with Names

Dynamic WorkPlace

CORE

Collective Workplace

CREATE

ZurichPlace

WorklifeResources

Zurich Work Culture

Zurich Place

CREATE

Work Setting

Icon Option 2 with Names

Icon Option 3 with Names

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Option Development Narrowing Down the Options Select and develop desired option. The options below are used for demonstration purpose only.

Identity Option 1 Identity Mark

Identity Option 2

Identity Option 3

Identity Mark

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This option provides Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis. Primary Layout

This option provides Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis.

Primary Layout

Secondary Layout with Legal Name

Primary Layout

Secondary Layout with Legal Name

Corporate Real Estate + Facility Management Frutiger bold

CRE FM - Indicating addition or positive quantity - Reference to swiss flag

A Member of the

Corporate Operations + Real Estate

Zurich Group Operations

Dynamic WorkPlace A Member of the

Align

Dynamic WorkPlace

Identity with Zurich Composite

CRE FM A Member of the

CORE

Identity with Zurich Composite Align

Identity with Zurich Composite

Dynamic WorkPlace A Member of the

Zurich Group Operations

Align

Zurich Group Operations

We are part of the brand

This logo was chosen as the preferred direction for use in all the examples on the following pages.

A Member of the

Zurich Group Operations

We are part of the brand

A Member of the

CORE Zurich Group Operations

We are part of the brand

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Option Development Composite Mark We might label our expertise by calling ourselves CRE+FM Security, or CRE+FM Picnic, or CRE+FM Post as a way of differentiating and specializing ourselves in these arenas.

Examples of Paired Expertise

Translated Paired Expertise

CRE FM Security

A Member of the

Zurich Group Operations

Group identity Label of expertise Composite mark

CRE FM Sicurezza

Miembro del grupo

Zurich Operazioni di Gruppo

CRE FM Sécurité

Membre du

Zurich opérations du groupe

Global Local accent

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Option Development Our Partners

How is Partnering Labeled

We partner well and are engaged in the wide spectrum of business models required by projects today. We partner systematically and are meticulous about how we present our name in teaming communications. All of it creates impressions we want to manage (joint ventures are recruiting grounds!). When the communication is coming from CRE+FM, ensure that partner or co-branding logo does not appear visually bigger in size than the CRE+FM Mark.

What is model for co-branding service Ultimate External

Swiss Poste

In Support of Zurich

Swiss Poste

In Support of Zurich Real Estate

CRE FM + Swiss Poste CREFM + Swiss Poste

Example of Joint Venture Identity Placement

CREFM

Partners logos to use cap height of the CRE+FM for max height

Progression of external ownership + Identity to internal ownership and identity

Eq. Eq.

Supported by Swiss Poste

Zurich CREFM

Supported by Swiss Poste

Zurich Real Estate

Supported by Swiss Poste

CRE FM

Align

Zurich Work Place

Supported by Swiss Poste

Dynamic Working

Supported by Swiss Poste

Ultimate Internal

Dynamic Working

Supported by Zurich Real Estate

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Visual Applications Print Application Stationery (Metric System)

CRE FM A Member of the

It is essential that everyone who produces, designs, or commissions literature understands where the flexibility comes in and how it works with the fixed elements such as: The Zurich Mark, typefaces, colors, imagery style and page grids. These guidelines will show what is mandatory and what is open to creative interpretation, through detailed grid layouts and best practice example layouts. Most importantly, no matter who the target audience you are communicating to, all literature should be designed and produced to the highest possible standard. This is to reflect and maintain Zurich position as one of the worldâ&#x20AC;&#x2122;s leading financial brands.

Zurich Group Operations

CRE FM

Name Address line 1

A Member of the

Zurich Group Operations

Address line 2 Address line 3

CRE FM

Address line 4 John Doe Global Communications & Employee Program Manager

Your reference Our reference Date

xxxxxxxxx xxxxxxxx xxxxxx

CRE FM

1400 American Lane Tower 1, Floor 11 Schaumburg, IL 60196 USA

A Member of the

Zurich Group Operations

www.zurichna.com P: +1 847 762 7303 F: +1 847 605 3436 wendy.moreno@zurichna.com

Dear Legal Company Name

UK Life Centre Station Road Swindon SN1 1EL Telephone: 01793 511227

CRE FM

This type is not intended to be read, it acts merely as a facsimile of the style. Good typography is an important part of the communication programme. the use of well considered typography increases the chances of a document being read and understood. This type is not intended to be read, it acts merely as a facsimile of the style. Good typography is an important part of the communication programme. the use of well considered typography increases the chances of a document being read and understood. This type is not intended to be read, it acts merely as a facsimile of the style. Good typography is an important part of the communication programme. the use of well considered typography increases the chances of a document being read and understood. Yours faithfully for Zurich Bank plc

Registered in England: No 12345678 Registered Office: UK Life Centre Station Road Swindon SN1 1EL

Reference no. (3/01) MGH

CRE+FM literature is a direct expression of Zurich brand and a tone of communication for CRE+FM. From covers to inside spreads, a style has been designed to reflect this consistently, while giving the flexibility to meet the different demands presented by our diverse target audiences.

Jonathan Johnson

1400 American Lane Tower 1, Floor 11 Schaumburg, IL 60196 USA

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Visual Applications Cover Layouts

Main title 22-30pt Frutiger Black Title Sub 13pt Frutiger Light ZB1

Main title 20-28pt Frutiger Black

Main title 14-18pt Frutiger Black

Title Sub 10pt Frutiger Light ZB1

Title Sub 13pt Frutiger Light ZB1

Workplace and Employee Safety

A4 Portrait (large circles)

210 mm Square (large circles)

DL Portrait (large circles)

When designing a promotional leaflet cover, it is permittable to change the typographical standard of literature to give a more impactful look and feel, especially if you have a very enticing offer to convey.

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Visual Applications Fact Sheet

Poster

Pithy Headline Copy Appears Here. Construction Notice

Procedure Manual

Sub Title Here

Information factsheet

It's all part of our passion to create a better world by helping you create a great workplace

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Basic text layout without image. They can be used as inserts in folders, as standard layout to procedure manual, application forms, white paper, or stand alone info.

– sub bullets ullumcorpe duis autem vel – sub bullets ullumcorpe duis autem vel – sub bullets ullumcorpe duis autem vel

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Layout with image can be used as updates to products, services, or stand alone info. Promotional tool for the latest CRE+FM achievement.

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Recommended Identity Solutions: Employing a Word Mark

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Naming Strategy Risk Not to Change vs. Risk to Change

Risk Not to Change

Risk to Change

There may be an argument that today’s conundrum —recently developed group, underexposure, and stodgy sound—is an accurate reflection of CRE+FM culture. This is perhaps a hard question to hear but even more difficult to answer accurately from outside, and so it must be answered internally: is the current state of the name an accurate reflection of the group?

Staying the present name has these risks: your partners (internal and external) will progress their identity and visibility and CRE+FM will be perceived as second tier instead of on par. Or a strong group will emerge inside your Zurich arena and eclipse the field, owning perceptions you wanted CRE+FM to own. There is also the missed opportunity: to move / migrate / impact / change CRE+FM culture via an investment in voice and a strategized team personality. A voice that attracts new generation of talent who grew up digital in a media-rich and brand-savvy epoch.

Your audiences will ask “why” if value of change isn’t clear. Change for the sake of change is greeted with a scratch of the head or a critique on wasted effort. The cost of change (unless promoted accurately as asset management) may be seen as incompatible with current internal culture and/or cost controls.

What We Are Called

Alternative Names with Low Risk

Acronyms with High Risk

CRE+FM

Zurich Settings

Dynamic WorkPlace

Zurich Work Life

Zurich Place

Collective Workscape

vs.

What We Provision

Dynamic Working vs. What We Facilitate

Zurich Places

CREATE (Corporate Real Estate) CORE (Corporate Operations & Real Estate)

RESRV (Real Estate Services)

GLOW (Global Workplace)

Page 34

Word Mark Explorations Typography

Title Case

ZurichPlace

Zurich Place

ZurichPlace

Mixed Case

zurichPLACE

zurich PLACE

zurich PLACE Place (Singular) Places (Plural)

Uppercase

ZURICHPLACES

ZURICH PLACES

Lowercase

zurichplaces

zurich places

zurichplaces

Page 35

Option Development Selected Word Mark

Black and White Version

Secondary Layout with Tagline

ZurichPlace

Real Estate + Facilities

Full Color Version

ZurichPlace ZurichPlace ZurichPlace

Identity with Zurich Composite

Primary Color Pantone 2728

ZurichPlace Real Estate + Facilities

Secondary Color Process Cyan

Mixed Colors

A Member of the

Zurich Group Operations

Page 36

Option Development Composite Mark

How is Partnering Labeled

Extended Wordplay with Zurich Place

We must label our expertise by calling ourselves ZurichPlace Security, or ZurichPlace Picnic, or ZurichPlace Poste as a way of differentiating and specializing ourselves in these arenas.

What is model for co-branding service?

Your view of the organization determines what you call it and the terms of prior/previous organization linger in our minds, vocabulary, documents.

Ultimate External

Swiss Poste

In Support of Zurich

Examples of Group of Expertise Identity

ZurichPlace Security

A Member of the

Zurich Group Operations

Zurich Place ..................................... Our Badge

Swiss Poste

In Support of Zurich Place

Group identity

In.the.First.Place ................ Move-in Programs

Composite mark

ZurichPlace + Swiss Poste

Know Place .................................... Web Portal

ZurichPlace

Sicurezza

Zurich Operazioni di Gruppo

All.in.One.Place ............................... App Name Out.of.Place ......................... Mobility Program

Translated Group of Expertise Identity

Miembro del grupo

Placemakers ................................... Our People

Label of expertise Progression of external ownership + Identity to internal ownership and identity

ZurichPlace

Placemaking ........................... Our Endeavours

In Your Place ................ Amenities Summation

Supported by Swiss Poste

Great Places to work ............. External Tagline

Global

Pride of Places .........................Internal Tagline

Local accent

Ultimate Internal

ZurichPlace

Provisioned by Zurich Real Estate + Facilities

Page 37

Option Development Photography Explorations

Global/Diversity

Group of Hot Air Balloons

Group of Parachutes

Hot Air Balloon

World Network

Sailing

Rowing

Mountaineering

Syncronized Swimming

White Water Rafting

Ferris Wheel

Pattern of Stones

Touchstones

Rock Climbing

Sky Diving

Bobsled

Community/Team/ Network Chain

Planning/ Performance

Page 38

Option Development General Photography Principles Metaphorical Imagery

Illustration

Metaphorical Imagery

Illustration

Metaphorical imagery is about communicating some of the important but less tangible aspects of our positioning. A metaphorical image should embody Zurich Place personality. All metaphorical images should be accompanied by messaging, in the form of a headline or otherwise, that clearly relates it back to the goal of the communication and makes it relevant and understandable to the audience. Metaphorical imagery offers an opportunity to surprise and delight our audiences with unexpected aesthetic attractiveness and insight, while simultaneously communicating our attributes quite directly. Metaphorical imagery is also about authenticity, a natural feel, and captured moments, especially if a kinetic theme (team skydiving) is used. The pictorial theme is not exclusive of other imagery â&#x20AC;&#x201D; some imagery can be used to distinguish our specialized knowledge on collateral that is highly technical or for use in reference materials. A bridge or a building under construction, artfully shot physical plant â&#x20AC;&#x201D; all of these things can work with very specific messaging to convey a focused, finite message as well as a metaphor about Zurich Place.

Illustrations help audiences understand complex and/or conceptual information. In complex processes, like how an organization is structured or an assembly is designed, here illustration can greatly improve clarity.

Page 39

Option Development Word Mark and Imagery Images

Illustrations

ZurichPlace

Zurich Real Estate + Facilities

ZurichPlace

ZurichPlaces ZurichPlaces

STR ATEGY

PROCUREMENT

EXECUTION

MAINTENANCE

REMEDIATION

Page 40

Visual Applications In Print Notepad

Case Studies Binder Cover

Page 41

Visual Applications In-person Application Polo Shirt

Cap

Badge

ZurichPlace

John Doe

Page 42

Visual Applications On-Site Application Fact Sheet

Acrylic Sign Holder

Construction Notice

Insert

Construction Notice

Sub Title Here

Finger slot

Add suction cups for glass mounted

Head 3 plus colour exercitation ullumcorpe duis autem vel eum irure dolo. Lorem ipsum dolor ut labore et, quis ullumcorpe duis vel eum.

• Bullet copy plus coloured bullet nostrud exer itation ullum corpe duis duis autem autem.

– sub bullets ullumcorpe duis autem vel – sub bullets ullumcorpe duis autem vel – sub bullets ullumcorpe duis autem vel

Lorem ipsum dolor quo Lorem ipsum dolor tib saepe dolor tib quo ullumcorpe duis autem vel eum Lorem ipsum dolor quo Lorem ipsum dolor tib quo irure dolo.

• Sullumcorpe duis autem vel eum irure dolo; Head 3 plus colour Et veniam, quis nostrud veniam, quis nostrud exercitation laboreexercitation ullumcorpe duis autem vel eum irure dolo. ipsum dolor tib saepe eveniet ut labore et ullumcorpe duis autem vel eum irure dolo. Lorem ipsum dolor quo Lorem ipsum dolor tib saepe nostrud quo ullumcorpe duis autem vel eum Lorem ipsum dolor quo Lorem ipsum dolor tib quo irure dolo.

– sub bullets ullumcorpe duis autem vel

Adhere sign directly to wall

1/8” Frosted polycarbonate

– sub bullets ullumcorpe duis autem vel – sub bullets ullumcorpe duis autem vel

Lorem ipsum dolor quo Lorem ipsum dolor tib saepe dolor tib quo ullumcorpe duis autem vel eum Lorem ipsum dolor quo Lorem ipsum dolor tib quo irure dolo.

Insert

Clear acrylic White painted masking border White painted masking border

Unify temporary sign or posting treatment. Sign could be placed vertical or horizontal.

Page 43

Visual Applications On-Site Application Movable Stanchion (Minimal footprint that can be provisioned as information board)

Double sided poster holder or white board

18x24 inch poster insert in between routed clear acrylic

Vinyl Icon Decal

1/2 inch stand off puck; Drilled panel supports attach panel layers to metal backing

1/4 inch clear acrylic

Maintain a

Unifying identity for Zurich Place; Dimensional cut out letters

Clean and

place

Healthy Work

Decal on mirror

Clean and simple icon Stainless core mounted to post

Base to hold metal post Tagline

Casters for mobility

Maintain a Clean and Healthy Workplace

Page 44

Visual Applications On Screen Application Email Signature

Tablet / Smartphone App

ZurichPlace Zurich Insu...

ZurichPlace Zurich Insu... Business

Released Oct 5, 2012

FREE

Business

Good morning,

Released Oct 5, 2012

FREE

John Doe Global Communications & Employee Program Manager 1400 American Lane, Schaumburg, IL 60196

ZurichPlace by Zurich Insurance

P: +1 847 762 7303 F: +1 847 605 3436 john.doe@zurichna.com

or... App store

REZ by ZurichPlace CONTENT

Business

ZurichPlace

Released Oct 5, 2012

CONTENT CONTENT

REZ (New app name development)

CONTENT

John Doe Global Communications & Employee Program Manager

CONTENT

1400 American Lane, Schaumburg, IL 60196

REZ

P: +1 847 762 7303 F: +1 847 605 3436 Supported by

john.doe@zurichna.com

Splash page

FREE

Page 45

Visual Applications On Screen Application PowerPoint Template

Intranet Page

ZurichPlace ZurichPlace

Global Business Services Strategy All Hands Meeting

Insert Title Here Insert Sub Title Here JUNE 21, 2012 DATE, YEAR

ZurichPlace Group Operations I N T E R N A L U S E O N LY

Group Operations I N T E R N A L U S E O N LY

ZurichPlace Introduction

Flash banner

Click to add title Click to add subtitle

STRATEGY

I N T E R N A L U S E O N LY

Page 46

Other Graphic Iconography and Semantic Ideas and Media Assets of Value

Page 47

Possibilities at a Glance Campaign Ideation Building + Process = Representative Mark

Y Z Coordinates

Y World coordinates

Spirit

Dynamic Working Z Coordinates CRE+FM works is three dimensional

Title

The Z COORDINATES

Place

Example 1

Example 2

Enterprise

Page 48

Possibilities at a Glance Campaign Ideation Building + Process = Representative Mark

Dynamic Work Place

It’s a simple, dynamic representation of workplace

Literal It’s a building with a logo at top floors of a “Zurich Place” Upward arrow-like shape

Dynamic Work 3.

Progression of dot color white thru tints of blue to Zurich blue

Working Place

Dynamic Working It has openness at edges at envelope

RE+FM

Dynamic Working

Example 3

Work Facilities with Agility

Example 5

REZ

Real Estate Zurich

Example 6

Layers of activity related to workplace (strategy thru exit lifecycle) Floors: Six (sigma) Seven (continents) Five (phases)

Example 4

Dynamic Working + Dynamic Workplace Work Facilitated with Agility

Zurich under one roof; You-are-here dot is at apex

Example 7

REAL ESTATE + FACILITIES

App icon

UNDER ONE ROOF Overlapping spaces create asterix of varied tints of blue

RE Z

Identifying a campaign within CRE+FM

Example 8

Page 49

Possibilities at a Glance Example 1

Carbonation of all the components of Zurich Place

Exploded notions of work

Word mark

ZurichPlace Mobility

Pride of Places

Constellation of Places

Open into

Transparency of work

Internal tagline

Page 50

Possibilities at a Glance Example 2

Multi-facets / Values / Competencies

Kinetic movement

Word mark

ZurichPlace

Great Places to Work

Tangible product

Visible network lines

External tagline

Page 51

ROIs

RETURN ON INITIATIVE GOAL: CRE+FM more relevant to Zurich business leaders

· A big badge to external audiences · A sticky glue for internal team · The collective gestalt made tangible

By Elevating VALUE

RETURN ON IDENTIT Y · Standardized approach to packaging the team and its work (The gift of time)

By Elevating VISIBILITY There are other initiatives to enhance customer experience and leadership perception that address same audiences; Identity is but one of many facets to a CRE+FM transformation.

GOAL: CRE+FM more relevant to 60,000 people inside Zurich

RETURN ON IMAGE · Organizationally together · Visibly responsible · Humanistically atuned

RETURN ON INTANGIBLES · Leadership at cabinet level of enterprise (Change Agent)

Page 52

Next Steps

Page 53

We are Here: Identity Launch

Evaluate + Define Identity SOW Identify Stakeholders Development + Research

By HOK WE ARE HERE

Identity Launch

An Identity Standards and Messaging Guide is being compiled to guide those producing print and pixel media. It will cover the basic applications of the new identity, including guidance on signs, uniforms and communications. By Global Communications to all ZurichPlace internal audience

Image and Identity Guidelines

Design Briefing By ZurichPlace

Implementation Prototypes Buy-in from Local Managers Global Communications Team Support

What looks good on a piece of paper may not look the same on top of a vehicle or a smartphone screen. This provides the opportunity to assess the infrastructure, prior to launching a larger identity implementation. Reducing the possibility of local maverick activity diluting the identity is crucial. Local teams must understand how a consistent image will benefit them directly. Acceptance of global identity is not automatic. Most people see their department’s or unit’s circumstances as an exception — do not give them any excuses; instead give the support required to get the job done.

Page 54

Seamless Integration to Zurich Brand Standards ZurichPlace Guidelines

Other Guidelines within Zurich

LITERATURE GUIDELINES V 5.2

MANUAL V 1.5

Zurich Brand Aesthetic Guidelines 2011

April 19, 2011

22.06.2011

BRAND LEVEL 3 ENDORSEMENT GUIDELINES V 2.0

PRINT ADVERTORIAL GUIDELINES V 3.0

Zurich Brand Aesthetic Guidelines 2011

May 23, 2011

Zurich Brand Aesthetic Guidelines 2010

23.11.2010

Page 55

Frequently Asked Questions Why is a consistent visual identity important?

What is the tangible value?

Project Team

Visual identity is the sum total of all the ways CRE+FM implicitly and explicitly express what we believe and who we are to the public. Adopting a CRE+FM identity is a conscious choice to project a strategically devised image that aligns with CRE+FM strategy and is consistent and recognizable in the marketplace.

A consistent visual identity program will save time otherwise spent reinventing everyday situations and will allow that savings to be invested in the task at hand. Additionally, the physical costs of authoring and of production can be thrifted through a standardization of the vehicles we use to communicate with.

Zurich HOK Wendy Moreno Christina Hui Joseph Pereira Hal Kantner Barry Varcoe Adry Suryadi Paul Wright Angela Zwink

Why are we undertaking this now?

Who is participating in this identity program?

A unifying program is timely. It can facilitate continued growth; it reinforces one-group thinking; it fosters group-wide culture; it establishes recognition where it is lacking and attributes authorship and ownership where those may be vague.

In the end, we all will because its success can only be obtained through its adoption. If the program is not embraced, it will be because it does not address your needs or is too complex to administer. To avoid both of these shortcomings, we will need to recognize opinions and experiences from every area of CRE+FM.

Managing Complexity Through Visual Communications HOK Visual Communications can strategically plan and design the appropriate vehicle to convey your message, package your information, position your image, or promote your product. Our client experience is broad in scope and international in reach. We offer deep, knowledgeable expertise in communicating about all aspects of the built environment. We seek functional, aesthetic, and economic solutions that are flexible and durable and we fully understand the business implications of good design.

Branded Environments Placemaking Media Design

+1 713 407 7700 | h ok .com