Our guide to the Zurich core elements
01
Zurich Core Elements Guidelines Introduction
One company, one identity, one Zurich. Our identity captures our brand in one powerful design. It sets us apart from our competitors and is a lasting, memorable and compelling signpost for customers, employees, shareholders and communities. This guide takes you through our core elements that, together, bring our Zurich brand to life in a strong and distinctive way.
Contents Introduction 02 Our mark
05
Our colors
13
Our photography
22
Our typography
30
Our tone of voice
38
Need help?
44
02
Zurich Core Elements Guidelines Introduction
Introduction In an ever more crowded and competitive marketplace, it is vital we stand out. The good news is that we have what it takes.
03
Zurich Core Elements Guidelines Introduction
Building a strong brand With the help of our employees, we have defined what our brand stands for – it’s intelligent protection. We are here to help our customers understand and protect themselves from risk by providing the intelligent protection for the things they truly love. This is our DNA and it’s right at the heart of our brand. Intelligent protection not only guides who we are and how we behave, it also gives us standout in a crowded marketplace. It underpins our core elements and strengthens our brand and it allows us to act as One Zurich. Help us live up to our ambition of being the best global insurance brand by applying the principles in these guidelines with pride and consistency.
04
Zurich Core Elements Guidelines Introduction
We are a blue and white brand, we have a clear, confident tone and we keep it simple It is our brand identity that enables us to create a strong and distinctively Zurich look and feel. To create consistent communications, we need to make sure we get to know each of the core elements – their essential qualities and how best to use them and look after them. Let’s start with our mark.
05
Zurich Core Elements Guidelines Our mark
Our mark The Zurich mark is the combination of the word mark ZURICH and the ‘Z’ logo (smiling ‘Z’). Our mark’s timeless qualities continue to serve us well – carrying our name and character and acting as our universal signature for what makes us special and different.
Contents We have a great mark. Cherish it! 06 Saying it with a smile
07
Be visible!
08
Meet the family
10
Co-branding 11 Oops! 12
? Did you know? We’ve used the name Zurich since 1875. More than a century!
06
Zurich Core Elements Guidelines Our mark
Stacked mark The primary and preferred version is the stacked mark, in blue on a white or light background. The mark uses our two blues:
We have a great mark. Cherish it! The Zurich mark is great as it is, so look after it. There is no need to recreate or modify it in any way. We’ve already created artwork for all versions of our mark which are available online. Please refer to page 44 for details. Wherever possible, always use the stacked mark. On the very few occasions when you can’t, you must use only approved variations. Our mark is locked together in spacing, size, color and proportion, and must not be altered.
Zurich Blue 1 (‘Z’ logo) Pantone 2728 c C100 M70 Y0 K0 R0 G51 B153 #003399 Zurich Blue 2 (wordmark) Pantone 281 c C100 M83 Y0 K42 R0 G0 B102 #000066 The mark must never be printed using the same color blue for both the ‘Z’ logo and the wordmark.
Ranged mark The ranged mark may only be used when the space is horizontal and the stacked mark does not fit e.g. signage on buildings, stadium billboards, give-aways such as pens, mobile apps or transactional web applications.
Protective sign ®
? Did you know? Using the Zurich mark exactly as it has been registered helps to maintain its legal protection.
The Zurich mark is registered as a trademark. The master artwork files include the protective sign ® so there is no need to redraw it. Where to use the ® The protective sign ® should always be used on brochures, stationery (e.g. letters), reports, advertising, websites, videos.
Where not to use the ® The protective sign ® should not be used on any exterior or interior signage (e.g. building or agency signage, stadium billboards etc.). It should also not be used where the ® is not legible either because it’s too small (e.g. mobile apps, small give-aways) or when it is not well reproduced (e.g. on embroidered items).
07
Zurich Core Elements Guidelines Our mark
Saying it with a smile Our ‘Z’ logo is a key part of our mark – a protective circle around a Z that smiles. It has qualities of simplicity, distinctiveness and friendliness which are readable and recognizable in all cultures.
The ‘Z’ logo (smiling ‘Z’) The ‘Z’ logo can sometimes be used alone e.g.: – Agencies and environments which are clearly branded as Zurich (once the viewer has been exposed to the full Zurich mark) – Small digital applications (e.g. mobile app icons, social media profile pictures) – Merchandising items where space is limited and the stacked mark will not fit – Certain animations or videos where the ‘Z’ logo transforms into the full Zurich mark.
08
Zurich Core Elements Guidelines Our mark
Backgrounds Make sure the Zurich mark is only placed on white or light backgrounds. This means it can really stand out.
Be visible! Our mark is definitely worthy of some love. We show it in a number of ways. They’re all designed to give our mark the prominence it deserves, rather than hiding it away.
Exceptions Whenever possible, use the Zurich stacked mark in blue. However, when this isn’t possible, these secondary options are permitted.
White out version To be used if the background is too dark. When possible always use a blue background.
Monochrome version Use the monochrome version when printing black only, e.g. low-budget printing.
Advertising logo tab Used in print, outdoor and digital advertising only, excluding TV. For specific guidance please refer to ‘Our Advertising Guidelines’.
Visibility check
Just right
Too dark
09
Zurich Core Elements Guidelines Our mark
Minimum clear space
A5
16 mm
B5
18 mm
A4
22 mm
A3
32 mm
A2
44 mm
This is worked out by dividing the diagonal length of the page by 16, and rounding to the nearest whole number.
American
mark height
A/Letter
0.75 in
Legal
0.75 in
B/Ledger
1.25 in
The protective sign ® becomes illegible at the minimum size and should not be used.
Super B
1.50 in
C
1.75 in
We should always make sure our mark is the right size. Never too small, or too big. Just right. The tables opposite show recommended mark heights for common page formats.
= x ÷ 16
al len
Absolute minimum size for the Zurich stacked mark
The mark positioning on web and digital applications may vary. For specific guidance please refer to ‘Our Digital Guidelines’.
Absolute minimum size for the Zurich ranged mark
x
We always put our mark where it can be easily noticed – either top right or bottom right.
h=
gt
Position
mark height
on
The clear space is the diameter of the ‘Z’ logo. This is the minimum and should be increased wherever possible.
European
ag Di
We make sure there is always enough clear space around our mark, so it has enough room to breathe and be noticed. The last thing we want to do is crowd it out or suffocate it.
Recommended mark size
12mm 60 px
6mm 30 px
10
Zurich Core Elements Guidelines Our mark
Brand Level 1 Level 1 comprises the majority of Zurich companies around the world. They use the Zurich mark.
Meet the family Like all families, our companies around the world have a great deal in common and we naturally want to emphasize this through our mark. At the same time, to take account of our local family differences we have a few set variations – the ones you see here. It’s the best way to make our mark stay consistent everywhere.
Where the local alphabet is other than Latin, the local language translation of ‘Zurich’ may appear underneath the Zurich mark, reproduced in the same color as the ‘Z’ logo. In specific cases where there is a legal requirement in the country, the translation of ‘Insurance’ into a local language may also appear underneath the mark. Approval by Group Legal and Group Marketing and Communications is needed in all cases. All master artworks are centrally available and should not be redrawn or modified in any way. Brand Level 1 companies must follow the Zurich brand identity on all applications.
Brand Level 2 Level 2 comprises acquired companies where we want to retain the equity from the existing name for a given period. The former company name is placed directly underneath the Zurich mark. Level 2 is a transitional level. Brand Level 2 companies must be approved by Group Legal and Group Marketing and Communications. Brand Level 2 companies must follow the Zurich brand identity on all applications.
Brand Level 3 endorsement mark These companies are part of Zurich Insurance Group but need to maintain a certain autonomy for business and commercial reasons. The affiliation to Zurich is mentioned in the endorsement mark. They must follow Zurich’s guidelines when it comes to the usage of the endorsement mark. However, Level 3 companies do not need to follow the Zurich brand identity as they may retain their existing visual identity. The endorsement marks exist as master artwork in English, French, German, Spanish and Italian. These marks must be used at all times and should not be redrawn or modified in any way.
English French German Italian Spanish
11
Zurich Core Elements Guidelines Our mark
Co-branding Risk Nexus June 2014
Beyond data breaches: global interconnections of cyber risk
Sometimes, our mark will need to sit next to other companies, brokers or organizations for different events or communications. There are three different circumstances that need to be considered to know how and where to place the Zurich mark. The examples used here are for illustrative purposes of the position of the marks only. For specific guidance on design and layout please refer to ‘Our Literature Guidelines’ and ‘Our Advertising Guidelines’.
Risk Nexus
Zurich TopPharm Dienstleistungen
Beyond data breaches: Global interconnections of cyber risk
Unser Agnebot ist exklusiv fur alle angeschlossenen TopPharm apotheken verfugbar
2014 NETWORK SECURITY & CYBER RISK MANAGEMENT: A SURVEY OF ENTERPRISE-WIDE CYBER RISK MANAGEMENT PRACTICES IN THE ASIA-PACIFIC REGION
April 2014 Sponsored by:
Sponsored by:
April 2014
When Zurich is the lead brand
When Zurich is equal to the partner brand
When a partner is the lead brand
The overall look and feel should follow the Zurich guidelines.
When Zurich is equal to the partner, it is preferable for Zurich’s identity to be used. If the partner’s identity is to be followed, please ensure our mark is used correctly (minimum sizes, clear space and visibility).
When the partner is the lead brand we use their identity. Ensure that our mark is used correctly (minimum size, clear space and visibility).
Ensure that the partner’s mark is not visually bigger in size than the Zurich mark. The recommended position is at the bottom left or bottom right of the page.
Ensure that the partner’s mark is not visually bigger than the Zurich mark. The recommended position is on the top left corner – opposite the Zurich mark.
Never create a hybrid of the two company’s identities – or force them to use ours if they are producing the communication. The recommended position for our mark is on the right hand side of the document (top or bottom). However, this is subject to the guidelines and placements of the lead partner brand.
12
Zurich Core Elements Guidelines Our mark
Oops!
An obvious one – but don’t change the colors
We are one company, one brand with one mark. Our mark is perfect the way it is, so there is no need to recreate it or modify it in any way.
Don’t use the white out version of the mark on a color not in our palette
The Smarter Insurance Provider
Don’t place the mark on a dark or cluttered area of an image
Don’t place the mark on an image with a strong or contrasting color
Special PARTNERSHIP
Don’t place text, other marks or graphics within the Zurich mark’s clear space
Don’t add any taglines
Don’t create new marks or sponsorship titles
Don’t replace the ‘Z’ logo with another graphic
Don’t alter the relationship between the two elements
Don’t add shadows or effects
Don’t increase or decrease the size of the ‘Z’ logo
Don’t outline the mark
Exceptions
Z-sure HOme In advertising only We have a special ad logo tab for advertising only. Find out more in ‘Our Advertising Guidelines’.
Title sponsorship We have specifically designed lock-ups for our title sponsorship events. Approval from Group Marketing and Communications is needed.
Where space is limited In special circumstances you may need to use the ranged version of the mark (see page 06). Use the stacked mark in all other cases.
Don’t use the ‘Z’ logo to create a pattern
Don’t place light effects or graphics behind the ‘Z’ logo
Don’t create sub-brands with the ‘Z’ logo
Solution
Don’t use the ‘Z’ logo in names. Please refer to our naming guidelines
13
Zurich Core Elements Guidelines Our colors
Our colors Our world of blue and white is a critical part of what makes us look and feel different – they are our stand out colors. Let’s make them outstanding.
Contents The world’s favorite color
14
Our world of blue and white
15
Complementing our blues
16
How to use secondary colors
17
Chart and diagram colors only
18
How to use color in charts and diagrams
19
Where we use our colors
20
Ouch! 21
14
Zurich Core Elements Guidelines Our colors
Light blue signifies Protection Warmth Honesty Caring
The world’s favorite color
Welcoming
Blue is the world’s favorite color, the color of the sky and of the oceans. Across our industry, it is a color of great range and appeal.
Darker blue signifies Premium Trust Security Professionalism Reliability Intelligence
15
Zurich Core Elements Guidelines Our colors
Primary colors
Our world of blue and white Blue is at the heart of our brand. What kind of blue? We have two blues: Zurich Blue 1 and Zurich Blue 2, each reflecting different aspects of our brand. White is also a key color for us, it gives our mark breathing space and standout.
Zurich Blue 1 Zurich Blue 1 is lighter and more radiant. We want to make the most out of it – so feel free to put it to good use. It is used as a metaphor of protection in our photography.
Zurich Blue 2 Zurich Blue 2 is deeper and darker reflecting our professionalism and premium nature. We use it most in typography.
White We are a blue and white brand. We use white to help our blues stand out.
No tints Our primary colors work best at 100% strength, please don’t use tints.
? Did you know? We are blue and white just like the Zurich city flag.
Zurich Blue 1 PMS 2728 C C100 M70 Y0 K0 R0 G51 B153 #003399
Zurich Blue 2 PMS 281 C C100 M83 Y0 K42 R0 G0 B102 #000066
White PMS – C0 M0 Y0 K0 R255 G255 B255 #FFFFFF
16
Zurich Core Elements Guidelines Our colors
Secondary colors
Complementing our blues We also have a handful of secondary colors. Their role is to add warmth and to complement rather than distract from our blues. They add stand out and distinction on backgrounds, tabs and page dividers, charts and diagrams and in event spaces and interiors.
Tints If you need more variation, tints of our secondary colors can be used at 20%, 40%, 60% and 80%. Always use primary and secondary colors for charts and diagrams before resorting to the charts and diagram colors. Please see next page for examples of how our colors work in the real world.
20% 40% 60% 80%
Sky blue PMS Cyan C C100 M0 Y0 K0 R0 G158 B254 #009EE0
20% 40% 60% 80%
Sand stone PMS 2310 C C15 M15 Y30 K0 R213 G206 B181 #D5CEB5
20% 40% 60% 80%
20% 40% 60% 80%
Mid blue PMS 659 C C70 M35 Y0 K0 R79 G144 B200 #4F90C8
Light blue PMS 278 C C45 M15 Y0 K0 R151 G193 B227 #97C1E3
20% 40% 60% 80%
20% 40% 60% 80%
Dark stone PMS Warm Grey 7 C C0 M9 Y14 K44 R168 G159 B150 #A89F96
Dove PMS 7541 C C5 M0 Y3 K8 R231 G236 B235 #E7ECEB
Zurich Core Elements Guidelines Our colors
In print
02 / 03 Stronger Together Broker’s guide to Zurich About Zurich
Our brand DNA
Intelligent Protection DNA
We asked Zurichers from around the world to share their thoughts on who we are and we’ve captured their responses.
Drawing on research with Zurichers and our company history, we capture and define our DNA – intelligent protection.
Precise
Complicated
A technical company
Dedicated
Boring Stable Distant
Focused
Intelligent Diversity
International
Stability
Old-fashioned
Swiss
A B2B player High-quality products Classy
Focus
Zurich DNA
Experience Resilience Conservative
Bureaucratic Experts Global Conservative Political Disciplined Smart Resilient Pioneering
Serious
Expertise Wisdom Intelligence Discipline Understanding Swissness Classy Zurichers
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Zurich DNA
Customer understanding
Intelligent
Key Fact or Pull out Zurich Insurance Group (Zurich) is a leading multi-line insurance provider with a global network of subsidiaries and offices in Europe, North America, Latin America, Asia-Pacific and the Middle East as well as other markets. It offers a wide range of general insurance and life insurance products and services for individuals, small businesses, mid-sized and large companies as well as multinational corporations. Zurich employs about 60,000 people serving customers in more than 180 countries and territories. The Group, formerly known as Zurich Financial Services Group, is headquartered in Zurich, Switzerland, where it was founded in 1872. The holding company, Zurich Insurance Group Ltd (ZURN), is listed on the SIX Swiss Exchange and has a level I American Depositary Receipt program which is
Heading number three
traded over-the-counter on OTCQX.
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Index
How to use secondary colors
Strong ethics
Sustainable
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Our Values – Our People
Financially solid Wise
Process-driven
Appetites & Contacts
Risk-averse Not customer-focused
Proud
Helping your customers understand and protect themselves from risk
Service
Word cloud
Sales & Distribution
Secondary color tints work well as backgrounds in print materials
About Zurich
17
protection
2
1
As backgrounds Secondary color is used for backgrounds in portraits as well as in textures for exhibition stands and events
In charts and diagrams
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USD 9.7bn
USD 3.1bn
84%
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8.5%
362%
USD 4.3bn
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USD 9.7bn Group: • bullet • bullet • bullet
On the web
About us
01
A global insurer
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8.5%
362%
USD 4.3bn
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3 Country Execution
USD 3.1bnLocal Marketing: 84%
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02
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Local / Global Brand Activation Workflow • bullet • bullet
diam
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Our business Fusce 50
03
Our strategy
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Zurich operates globally and locally, according to our customer’s needs. We deliver insurance products and services in more than 170 countries. more
We offer a wide range of general and life insurance products and services for individuals, small businesses, and mid-sized and large companies, including mulitnational corporations. more
Zurich’s strategy for 2014 – 2016 is designed to deliver sustainable, profitable growth in a changing and more competitive business environment. more
18
Zurich Core Elements Guidelines Our colors
Chart and diagram colors only
Chart and diagram colors only So do we have any other colors? Yes, but these can only be used for charts and diagrams after the primary and secondary color palettes have been exhausted or when we wish to highlight specific areas in a chart or diagram.
Chart and diagram colors only These colors should only be used alongside the primary or secondary palettes to highlight a specific area in a chart or diagram. This will help to keep a consistent Zurich look and feel. These colors should never be used anywhere else, e.g. headlines, backgrounds etc. Tints If you need more variation, tints of our secondary colors can be used at 20%, 40%, 60% and 80%.
20% 40% 60% 80%
Teal PMS 633 C C98 M6 Y10 K29 R0 G115 B150 #007396
20% 40% 60% 80%
Turquoise PMS 3262 C C76 M0 Y38 K0 R0 G191 B179 #00BFB3
Please see next page for examples of how our colors work in the real world. Tip Teal and Turquoise blend best with our primary and secondary palettes and should be used first when creating charts and diagrams.
20% 40% 60% 80%
Lemon PMS 586 C C10 M0 Y59 K0 R224 G226 B124 #E0E27C
20% 40% 60% 80%
Orange PMS 2010 C C0 M36 Y100 K0 R246 G156 B0 #F69C00
20% 40% 60% 80%
Salmon PMS 178 C C0 M65 Y50 K0 R234 G99 B92 #EA635C
280.0 CHF
19
Zurich Core Elements Guidelines Our colors
270.0 CHF
Zurich Insurance Group Ltd
260.0 CHF 250.0 CHF
Compare with indices
240.0 CHF
DJIA 30
230.0 CHF FTSE 100 220.0 CHF
How to use color in charts and diagrams
DAX 30
3,000k 2,500k 2,000k 1,500k 1,000k 500k 0k
S&P 500 DJSTOXX Insurance SMI Oct 2013
Graphs
Nov 2013
280.0 CHF
280.0 CHF 270.0 CHF
These examples demonstrate how we show competitors or external organizations in chart and diagram colors. 10% Zurich is always represented in5% blue.
270.0 CHF
240.0 CHF
Preference should always be given to the primary and secondary colors, which best represent the Zurich look and feel. The chart and diagram colors should be used only: – When the primary and secondary color palettes have been exhausted – When we wish to differentiate specific areas in a chart or diagram to set them apart – particularly when representing competitors or external organizations. Zurich should always be represented in one of our primary blues.
240.0 CHF
Industry
230.0 CHF
DJIA 30
220.0 CHF
FTSE 100
220.0 CHF
-15% Q4 06
Q4 07
Q4 08
Q4 09
Q4 10
Q4 11
Q4 12
Q4 13
Oct 2013
Nov 2013
Zurich country A
0%
0%
-5%
-10%
-5%
-10%
Q4 05
-10% Q4 06
Q4 07
Q4 08
Q4 09
Q4 10
-15%
Q4 05
SMI
SM
Nov 2013
Dec 2013
Zurich Industry
Zurich
5%
Industry
-5%
-15%
D
DJSTOXX Insurance
10%
5%
0%
S&
S&P 500
Dec 2013
Zurich country B
10%
FT
DA
DAX 30
Oct 2013
10% 5%
DJ
3,000k 2,500k 2,000k 1,500k 1,000k 500k 0k
3,000k 2,500k 2,000k 1,500k 1,000k 500k 0k
Com
Compare with indices
Zurich
Competitor
230.0 CHF
0%
Q4 05
250.0 CHF
250.0 CHF
-5%
Zu G
Zurich Insurance Group Ltd
260.0 CHF
260.0 CHF
-10%
Colors from all three palettes can be used for charts and diagrams.
Dec 2013
Competitor
Industry Competitor
-15% Q4 11
Q4 06
Q4 12
Q4 07
Q4 05
Q4 13
Q4 08
Q4 09
Q4 10
Q4 11
Q4 12
Q4 06
Q4 07
Q4 08
Q4 09
Q4 10
Q4 11
Q4 12
Q4 13
Q4 13
Zurich country A
10%
Charts Use chart and diagram colors once primary and secondary colors have been exhausted or to represent a competitor or external organization.
Zurich country B
10%
5%
5%
0%
Zurich country A
Industry
-5%
0%
-10%
-5%
-15%
-10%
Q4 05
Q4 06
-15% Q4 05
Industry
Zurich country B
Q4 06
Q4 07
Q4 08
Q4 09
Q4 10
Q4 11
Q4 12
Q4 13
Q4 07
Q4 08
Q4 09
Q4 10
Q4 11
Q4 12
Q4 13
20
Zurich Core Elements Guidelines Our colors
Primary
Where we use our colors Here is a quick checklist to ensure you are using the right colors in the right applications.
Zurich Blue 1
Logo
Zurich Blue 2
White
Secondary
Sky Blue
Mid Blue
Light Blue
Sand Stone
Dark Stone
Dove
Chart and diagram colors only*
Teal
Orange
Turquoise
Salmon
Lemon
* To be used only after the primary and secondary colors have been exhausted.
Icons
Headlines
Backgrounds
Charts & diagrams
21
Zurich Core Elements Guidelines Our colors
Ouch! We are a blue and white brand. To protect our identity, here are some of the things to avoid when creating designs using the Zurich color palettes.
Helping your customers understand and protect themselves from risk
Don’t use white or light type on a light background – always ensure legibility
Don’t use colors that are not in our palettes
100%
30%
Don’t use tints of our primary palette, Zurich Blue 1 and 2. If you need a light color (e.g. for a background), use the secondary colors.
Helping your customers understand and protect themselves from risk
Don’t use level 3 colors for backgrounds, headlines or body copy
Don’t use only level 3 colors in charts and diagrams
Don’t use colors or tints of colors which do not contrast enough
22
Zurich Core Elements Guidelines Our photography
Our photography We are a business that revolves around people so we always aim to be calmly arresting and have elements of humanity and warmth. Where appropriate, we use a touch of intelligent humor that brings a gentle smile to the faces of all our audiences.
Contents Simple, clear and calmly arresting
23
Primary photography
24
Secondary photography
27
Never! 29
23
Zurich Core Elements Guidelines Our photography
Simple, clear and calmly arresting We create and select distinctively Zurich images that help us build better recognition and a stronger emotional connection to our brand.
24
Zurich Core Elements Guidelines Our photography
Primary photography We are a blue and white brand and we use these colors strategically to bring our products and services to life in a distinctive and recognizable way. All our primary photography uses blue as a metaphor for protection, so the protective element is always highlighted in our signature Zurich Blue 1.
13
Zurich Core Elements Guidelines Our photography
Primary photography Checklist Blue as the protective element Simple Classy and warm Well composed Calmly arresting Creates an emotional response
Protection is – guidance e.g. Global Corporate
Protection is – ensuring your business can deliver e.g. B2B
Protection is – covering your first car e.g. General Insurance
Protection is – always being there e.g. Global Life
Protection is – knowing your work is safe in cyberspace e.g. Cyber Security
Protection is – feeling secure when traveling e.g. General Insurance
Wit – subtle humor (where appropriate)
Retouching The element of protection should be colored to match Zurich Blue 1. There are various ways to recolor an image – but aways ensure it appears natural in its scene and never artificially tinted or photoshopped.
14
Zurich Core Elements Guidelines Our photography
Primary photography
Protection is – making you feel safe e.g. Global Life
Protection is – being prepared for the unexpected e.g. Global Life, General Insurance and Global Corporate
Protection is – caring about the growth of your family or business e.g. B2B, Global Life
Protection is – looking after your people e.g. B2B
Protection is – flood resilience around the globe e.g. Corporate responsibility
Protection is – making sure you have a worry-free holiday e.g. General Insurance
27
Zurich Core Elements Guidelines Our photography
Secondary photography These images capture and celebrate unique moments around the world in a natural, eye-catching way. Interesting angles. Different takes. Great complements to our primary images. Our secondary photography can be used in communication when it is not necessary to demonstrate an element of protection through the strategic use of blue. Secondary images work well within clearly branded Zurich communications or environments e.g. internal pages of a brochure or technical document and secondary pages on our website.
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Zurich Core Elements Guidelines Our photography
Secondary photography The secondary images use colors from our secondary color palette. These images don’t use a blue element of protection. However, blue can be featured as the natural color of the sky and sea. The colors overall should appear muted and warm. Avoid using images with colors that are too vibrant or bright.
e.g. Global Corporate
e.g. General Insurance (Travel)
e.g. B2B
e.g. Global Life
e.g. Global Life (Savings and pensions)
e.g. Corporate responsibility
Checklist Blue as the protective element
Tones taken from secondary color palette Simple Classy and warm Well composed Calmly arresting Creates an emotional response Wit – subtle humor (where appropriate)
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Zurich Core Elements Guidelines Our photography
Never! Please take care to ensure all of our images are of a premium nature to best reflect our brand.
Don’t choose iconic images to recolor as Zurich blue, where for example it does not make sense, or confuses meaning
Don’t add blue as the protective element without care – the image should look natural
Don’t use poor quality images
Don’t use overly funny images
Don’t choose overly technical, abstract or complex images
Don’t highlight objects in blue if they do not clearly symbolize protection
Don’t use clip art, cheaply produced or unprofessional images
Don’t use generic, overly staged images
Don’t use inappropriate images
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Zurich Core Elements Guidelines Our typography
Our typography Our character comes through not just in the words we use but also in how those words look and feel. In our two key typefaces (or fonts) – Frutiger and Garamond – we have a great way to bring Zurich to life on the page, in signs, online – in all kinds of places and situations around the world.
Contents Talking type
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How we use our typography
32
Not just a pretty face
33
Creating a narrative
34
When all else fails
35
Where we use typography
36
Oops! 37
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Zurich Core Elements Guidelines Our typography
Our primary typeface
Talking type We express our brand in a quietly powerful way. That means using our typography subtly to create a premium look and feel. Impact with a light touch.
Frutiger Frutiger is our primary typeface. It is clear and strong – it’s the powerful, reliable face of Zurich.
Our narrative typeface
Garamond Garamond is our secondary typeface, it adds a human touch. It’s the friendly, elegant face of Zurich.
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Zurich Core Elements Guidelines Our typography
How we use our typography
02 / 03 Together Stronger h ide to Zuric Broker’s gu rich About Zu
Headlines: Frutiger 45 Light
To help create clarity, readability and navigation, always make sure you create a clear typographic hierarchy between the different levels of information, e.g. headlines, body copy headings, body copy, quotations and callouts. Always take care to ensure typography is styled simply, appears well balanced and the tone is appropriate for the content. For further guidance please refer to ‘Our Literature Guidelines’.
or Key Fact
Body copy headings: Frutiger 65 Bold
Callouts: Frutiger 55 Roman
Quotations: Garamond
Body copy: Frutiger 45 Light, 55 Roman or Garamond
No need to shout! Headings should be clear, but not shout loudly, so the bigger you go, the lighter the weight of the typeface.
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“
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Callout
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Zurich Core Elements Guidelines Our typography
Our primary typeface
Not just a pretty face Frutiger is a strong, clear typeface with a humanist design. We use Frutiger extensively; in headlines, body copy, callouts and captions. We also use Frutiger in signage. For non-Latin languages, e.g. Arabic and Chinese, use fonts which visually match in weight and style to the ones on this page.
Frutiger 45 Light should be used for headlines and sub headings.
Frutiger 45 Light
Frutiger 46 Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&%
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&%
Frutiger 55 Roman can be used for body copy.
Frutiger 55 Roman
Frutiger 56 Roman Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&%
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&%
Frutiger 65 Bold
Frutiger 66 Bold Italic
Frutiger 65 Bold should be used for body copy sub headings.
Frutiger 75 Black is used for advertising only in headings, sub headings and taglines.
? Did you know? Frutiger is named after the Swiss typographer Adrian Frutiger. He created this distinctive and legible font in 1968 for internal signage at the Charles de Gaulle Airport in Roissy, France.
Exceptions Frutiger is not used on websites and digital applications. For specific guidance please refer to ‘Our Digital Guidelines’.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&%
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&%
Frutiger 75 Black
Frutiger 76 Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&%
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&%
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Zurich Core Elements Guidelines Our typography
Our narrative typeface
Creating a narrative Garamond’s thin, elegant strokes are renowned for its readability and character. It is considered among the most legible and readable serif typefaces for use in print applications. We use Garamond to add a human touch and when a more conversational approach is needed.
? Did you know? Garamond is considered one of the most eco-friendly typeface to print because the letter forms use less ink than other similar faces.
Garamond Use Garamond for narrative copy when tonality allows (body copy, quotations and callouts). For efficient reading of extended areas of copy, without tiring the eye, use 8 to 12 words per line and set body copy at a minimum of 8pt. Garamond Italic can be used for technical terms or foreign language words. Never use Garamond for numbers in financial reports or charts. For non-Latin languages, e.g. Arabic and Chinese, use fonts that visually match in weight and style to the ones on this page.
Garamond Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Garamond Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Garamond Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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Zurich Core Elements Guidelines Our typography
Our default typeface
When all else fails Arial can to be used when our primary typefaces are unavailable. Arial is a freely available system font for Microsoft Office® applications.
Exception – Arial
Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&% Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&%
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Zurich Core Elements Guidelines Our typography
Where we use our typography This table provides an overview on the use of the typefaces. As this may vary depending on the content and tonality of the communications, please refer to the specific guidelines document for more guidance.
Brochures/Corporate Headlines Sub-headings
Frutiger
Introduction (standfirsts)
Quotations / callouts
Body copy
Figures Captions
Garamond
Advertising Headlines Sub-headings Legal copy Details/T&Cs
Signage Exterior Interior (directional)
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Zurich Core Elements Guidelines Our typography
Oops! Just as there are a few simple things to do to really bring our brand to life in a quietly powerful way, there are also a few things not to do.
Frutiger Frutiger Don’t track type e.g. very wide or very tight letter spacing
Garamond headline Don’t use Garamond for headlines
Frutiger Condensed Don’t use Frutiger Condensed (in any weight)
Frutiger headline Garamond Italic sub heading
Don’t mix Frutiger and Garamond together in headlines
$1,222,234,000.00 €1,123.95 £1,000,000.00 Don’t use Garamond in financial figures
Helping your customers understand and protect themselves from risk
Don’t use chart and diagram colors for headlines or body copy
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Zurich Core Elements Guidelines Our tone of voice
Our tone of voice This section is all about helping us use the right tone of voice whenever we develop Zurich communications. It sets out the core tone of voice principles in simple terms. It also has a few beforeand-after examples to show how to put the principles into practice and write in a consistent way that is distinctively Zurich.
Contents A quietly powerful tone
39
Putting it into practice
40
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Zurich Core Elements Guidelines Our tone of voice
A quietly powerful tone For Zurich, clear, calm and confident is the natural way to communicate. Our tone of voice principles are rooted in our brand personality – quietly powerful. This has three core qualities: simple essential elements, calmly arresting and wit (intelligent humor). Simple essential elements We believe clarity creates confidence, so we use simple language, remove the unnecessary and make sure everything is clear and understandable. Calmly arresting We capture attention without going overboard, shouting and over-dramatizing. We communicate in a calm and thought-provoking way. Wit (intelligent humor) When appropriate, we make serious points with a light touch. It demonstrates wisdom and intelligence, but is also memorable, thoughtful and entertaining. Please use this simple checklist so we all communicate consistently.
Checklist Use clear, simple language Speak directly to your audience, not to yourself Don’t be overly formal (unless the communication is of a legal nature). Humanize your language. Don’t be vague – be precise Use facts and details when needed to add interest Clichés imply you are too lazy to think, don’t use them Summarize to highlight the essential message Look for opportunities to add a light touch e.g. in headlines
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Zurich Core Elements Guidelines Our tone of voice
Putting it into practice To help you put these principles into practice, here are some examples.
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Zurich Core Elements Guidelines Our tone of voice
Example 1: LifeSave customer brochure How to make it better – Speak from the audience’s perspective, not from Zurich’s. – Don’t be overly formal. – Avoid clichés or corporate speak.
Before: At Zurich Life we recognize that your financial needs and priorities are different at each stage of your life. Perhaps you are at the stage when you need to provide financial protection for your loved ones; build up your savings; plan for your retirement; or make the most of your income when you retire. No matter what stage you are at in your financial life plan, we have a comprehensive range of solutions designed to help meet your individual needs. After: From young free and single to proud grandparent – as your life changes your financial needs and priorities shift too. Whether you’re saving to buy your first home or planning for a happy retirement, we can give you the protection that really fits in with you.
Example 2: Motor insurance solutions overview How to make it better – Speak from the audience’s perspective, not from Zurich’s. – Be as concise as possible – don’t waste words.
Before: Extra peace of mind with Zurich
At Zurich we have over 140 years’ experience of protecting our customers against the unexpected and we pride ourselves on providing high quality insurance solutions to customers in more than 170 countries. As a Zurich customer, you’ll benefit from being with one of the leading and most secure financial services groups in the world. Our global expertise combined with our regional understanding means that you can be sure you will benefit from products and services tailored to your individual needs. This means you’ll get the personalized service and expertise that you’d expect from a truly global insurance company. After: Bringing you peace of mind
Are you enjoying the drive? Great, because at Zurich, we make sure you have the motor insurance you need, so you can keep your attention on the road ahead. For over 140 years customers around the world have trusted us to provide protection. That’s a long time to get to know each other and for us to learn what you value most – comprehensive motor cover that’s always the best fit for you.
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Zurich Core Elements Guidelines Our tone of voice
Example 3: Customer letter How to make it better – Speak directly to your audience, not to yourself. – Don’t be overly formal. – Look for opportunities to add a light touch.
Before: Dear Mary Shaw, Your employer has notified us of your accident 11.08.2011. We have registered it under the reference number 272/11-409-458. Please inform each of your medical providers of this reference number, so that we may be billed for your medical treatment. We will provide compulsory benefits under mandatory accident insurance, as well as any additional insurance benefits your employer may have under LAI coverage. Medical expenses will be directly reimbursed. In order to evaluate our compulsory obligation to provide benefits, we will process your personal data to the extent required and will gather any necessary information from medical providers, public authorities etc. Please call us if you have any questions. Yours faithfully
After: Dear Mary, We are sorry to hear of your accident on August 11. Your employer let us know about it and we have registered it under this reference number: 272/11-409-458. Please give the number to each of your medical providers, so they can bill us for your medical treatment. To confirm, your cover includes compulsory benefits under mandatory accident insurance plus any additional insurance benefits your employer may have under LAI coverage. We will also directly reimburse any medical expenses. So we can be sure we provide the right benefits, we will use the data we have for you and also gather any additional information we need, for example, from medical providers. We’re here to help. If you have any questions please don’t hesitate to call us on +44 20 1234 5678.
John Grange, Zurich Insurance Company Ltd
Yours sincerely
John Grange, Zurich Insurance Company Ltd
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Zurich Core Elements Guidelines Our tone of voice
Example 4: Call Center greeting How to make it better – Speak directly to your audience, not to yourself.
Before: “ Welcome to Zurich HelpPoint Service. My name is John Grange, how may I help you?”
Example 5: Call Center accident script How to make it better – Don’t be overly formal.
Before: “ Good morning/afternoon/ Evening, Zurich HelpPoint John speaking (first name only), how can I help you?
After:
if caller does not state that they wish to report a claim then ask:
“ Hello. Thanks for calling Zurich HelpPoint Service. My name’s John (first name only) – how can I help you today?
Are you looking to report a new claim? After:
if caller does not state that they wish to report a claim then ask:
Could I take your name please?
“ Hello. Thanks for calling Zurich HelpPoint Service. My name’s John – how can I help you today?”
Would you like to report a claim?
Are you our policyholder Mrs/ Mr……?
if yes:
– Don’t be overly formal.
– Use clear simple language.
– Use clear simple language.
– Look for opportunities to add a light touch.
Could I take your policy number please?” if the policy number is not available: hat is the registration number W of your vehicle? Could you confirm the first line of your address and the postcode for me please?”
OK, thanks, I’ll do everything I can to help you with your claim today. First, I just need to take a few details. To start with, could I please take your name? Thank you Mrs/Mr… I’d just like to check - are you the policyholder? You are - thanks for letting me know... Could I please take your policy number… if the policy number is not available: OK, that’s fine. Could you please tell me the registration number of your vehicle? Thanks… Could you confirm the first line of your address and the postcode for me please? Great, thanks…”
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Zurich Core Elements Guidelines Help
Need help? The Zurich mark in all formats and the brand identity guidelines are available for download on the following locations: – Group Marketing and Communications intranet page: openly accessible to all Zurich employees, no login needed. –T he BlueRoom (www.zurichblueroom.com) is reserved for use by Zurich marketing and communications departments, as well as advertising agency network. We also have regular brand audits to ensure that everything we produce feels like part of the family.
Contact Group Marketing and Communications Brand Strategy Brand@zurich.com
© Zurich Insurance Company Ltd 06/2014