Portmore Insurance Brand Guidelines by Portmore Insurance

Brand Guidelines

Simplicity is the ultimate form of sophistication. Leonardo da Vinci

Index This is a guide to the basic elements that make up our brand. It will help you get to know us better...

Contents

What is a Brand Identity?

Logo Rationale | Construction Exclusion Zone | Minimum Size Application | Variations

Colour Primary/Secondary Palette

Typography Print | Online | Style

Imagery Background Imagery | Line Drawings Photographic Style

Examples Stationery | Online

A brand identity represents the values, services, ideas and personality of an organisation. It is designed to increase recognition and build perceptions of the organisation in its chosen marketplace. This brand identity needs to be graphically represented and usually includes elements such as logos and supporting graphics, colour palette, typography and photography choices. Typically, within a set of brand guidelines some examples can be found to help visualise how a brand should be depicted across various different visual media. Why use these guidelines Portmore needs to manage how its brand is represented across all visual media in various different situations. The corporate identity system in this document has been created to fulfil this purpose and the guidelines herein explain how to correctly depict and embody our brand ethos consistently across different applications and in various markets to maintain the integrity of the Portmore brand. This document is available to download at: www.portmoreinsurance.com/brand-guide

Checklist

Brand Guidelines | 1

Logo Our logo is a very valuable asset to us, please treat it with care and consideration.

Rationale Our logo was developed to be modern and future-proof, updating our public persona and realising the design with vector graphics to allow full scalability. It is a distinctive mark and brand that seeks to present Portmore as a forward-thinking, professional organisation.

The Logo

We donâ&#x20AC;&#x2122;t want to overload our communications with too much clutter so a minimalistic approach is best. Our approach to insurance is straightforward and the use of our logo should communicate that.

Our logo is clean, clear and reflective of our personality. The sans serif font choice shows that we are forwardthinking and not tied down by outdated traditions or practice. The colour choice outlines our professional approach. These details work together to create the perfect mix of progressive thinking and professionalism.

01 To ensure absolute clarity of the brand, this logo is to be used only when there is a white background. 02 This logo has been developed to be used against the solid primary colours (an example is shown above). This version of the logo can also be used against the background imagery (shown on page 8).

2 | Brand Guidelines

Exclusion Zone, a little elbow room to help us stand out. The minimum exclusion zone margin for our logo is based on the width of the letter ‘p’ in the logo. A clearspace of one p’s width must be maintained on all sides. When our corporate colour is used behind the logo it must extend to a minimum of the same dimensions on all sides. On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline, may encroach on this space.

MINIMUM SIZE The Portmore logo must not be reproduced at a size smaller than 8mm in height.

8mm min.

Brand Guidelines | 3

The wrong way to use our logo...

We donâ&#x20AC;&#x2122;t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo... and these examples are definitely wrong: 01 No space around the logo Always leave the logo some space to breathe.

02 Custom colours Do not change the colour of the logo or the approved colour backgrounds. 03 Dark on dark We have a range of colour backgrounds you can use, but you must only use the negative logo on these. 04 Poor visibility Do not use the negative logo on backgrounds that are too light or cluttered. 05 Rotation Do not rotate the logo. 06 No effects Do not add effects like drop-shadows, embossings etc. on the logo.

4 | Brand Guidelines

The right way to use our logo...

Without repeating ourselves too much, and just so that weâ&#x20AC;&#x2122;re absolutely clear, these are some examples of how our logo should be used.

01 Positive colour logo 02 Positive Mono logo 03 Negative colour logo 04 Negative Mono Logo 05 Negative logo on coloured background 06 Negative logo on photographic background

Brand Guidelines | 5

Colour Our colours define our brand. Weâ&#x20AC;&#x2122;re bold, bright and confident. Simple and to the point.

Colour Palette // Primary

Colour Palette // Secondary

These are our corporate primary colours for our logo, text and headers.

These are secondary colours for backgrounds and supporting graphics. 7417 2 : 86 : 84 : 0 234 : 76 : 57 EA4C39

pantone 2768 cmyk 100 : 91 : 38 : 45 rgb 5 : 28 : 72 hex # 051C48

pantone cmyk rgb hex #

pantone Neutral Black cmyk 0 : 0 : 0 : 100 rgb 35 : 31 : 32 hex # 231F20

pantone 605 cmyk 15 : 13 : 100 : 0 rgb 226 : 204 : 0 hex # E2CC00

pantone 424 cmyk 0 : 0 : 0 : 70 rgb 109 : 110 : 112 hex # 6D6E70

pantone cmyk rgb hex #

Cool Grey 7 0 : 0 : 0 : 50 147 : 149 : 151 939597

pantone N/A cmyk 0:0:0:0 rgb 255 : 255 : 255 hex # FFFFFF

6 | Brand Guidelines

7495 49 : 17 : 100 : 1 144 : 172 : 59 90AC3B

pantone 2718 cmyk 62 : 32 : 0 : 0 rgb 90 : 153 : 229 hex # 5A99E5 pantone 7671 cmyk 80 : 87 : 0 : 0 rgb 85 : 64 : 165 hex # 5540A5

Typography Typography is the backbone of design, getting it right is paramount.

Typefaces // Print

Typefaces // Online

Typography // Style

Our corporate typeface is Raleway. This full font family comes in a range of weights to suit a multitude of purposes. Raleway is an elegant sans-serif typeface family which shows just as much about us as the words themselves.

When technology allows for it, Raleway should be used in any web applications. The default fall-back corporate font is Arial which should be utilised to ensure acceptable degradation when Raleway is unavailable.

Text for correspondence and publications should preferably be set in upper and lower-case, and ranged left with ragged right. Capitalisation should not be used for body text or headings unless they are specifically required.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

Raleway Extrabold

Raleway Bold

Raleway Light

Headline Fonts

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

Body Copy Fonts

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

Raleway Thin

Raleway Regular

Raleway Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

Brand Guidelines | 7

Imagery Our imagery

Background Imagery

These are our background images, they help to define sections of our business and add a splash of colour. They have been created from our primary and secondary colours, these should be used to represent the different areas of our business: 01 Portmore Corporate 02 Commercial Insurance 03 Specialist Sectors 04 Claims 05 General Insurance 06 Partners

8 | Brand Guidelines

Line Drawings This is an example of one of our line drawings, they should be used to help tell a story. The line drawings should be used in conjunction with our background imagery. Line Drawings must be created as vector images on the templates provided. The original artwork must be white with a stroke width of 9mm and rounded corners. They may also be used as an underline device in 30% black with a line thickness of 0.5 points as it appears on the page titles of this guide.

Brand Guidelines | 9

Photographic Style Here are some examples of our photographic style. They help to convey our core values. The primary images should show professionals in working environments. They should always look natural and convey professionalism at all times, making the rational connection to our brand. The secondary imagery should be used to make emotional connections between the brand and the insurance sector. These images should be progressive, inspirational and aspirational. Stock images are acceptable, as long as they meet the criteria outlined above.

10 | Brand Guidelines

Examples Some examples of our brand in action. Use these as inspiration for your designs

Stationery

Brand Guidelines | 11

Online

12 | Brand Guidelines

Checklist Best to have a checklist. Then you know youâ&#x20AC;&#x2122;ve done everything perfectly Portmore.

The Checklist... 01 The Logo Only used approved versions of the logo. Please check that you have respected the minimum size and exclusion zone requirements. The logo should not appear on the colour backgrounds without being reversed out. 02 Colour Please make sure only our approved primary and secondary colours are used. 03 Typography Use our font Raleway when available, if not, please use Arial. 04 Imagery Combine relevant background imagery with line drawings to create bold simple images. All photography must fit within our guidelines. 05 Typography Please make sure only our approved primary and secondary colours are used. 06 Examples Check through our examples for design inspiration!

Portmore Insurance Southampton Branch â&#x20AC;&#x201C; Head Office Portmore House, Yeoman Park, Test Lane, Southampton SO16 9JX Telephone: 023 8066 3754 Fax: 023 8066 3754 Email: info@portmoreinsurance.co.uk Web: www.portmoreinsurance.co.uk

Brand Guidelines | 13