brand guidelines - cpcu society society | brand guidelines2014 2 3 introduction why guidelines?...

B r a n d G u i d e l i n e s

CPCU Society | Brand Guidelines 2014 2

3 Introduction Why Guidelines? Importance of Guidelines Knowledge. Empowerment. Engagement. CPCU Society Logo

4 Tone and Voice

5 Protecting Our Materials

6 Affiliate Wording Affiliate Endorsement Benefits General Guidelines Examples

7 Logo Treatment CPCU Society Logo Logo Artwork Exclusion Zone Minimum Size Social Media Chapter Incorrect Use of the Logo

10 Additional Graphic Brand Element

11 Color Palette

12 Typography Approved Font Families

13 Stationery

14 Advertising

15 Collateral

16 Collateral Signature

17 Website

18 Email Banners

19 Presentations

Contents


CPCU Society Logo

The CPCU Society’s new logo respects the prestigious history of the association, while also providing a fresh, modern design that compliments the Society’s mission and is sustainable. The new logo retains the historical importance of the original logo by incorporating the interlocking PC design, within both the mark itself and the typography, while also graphically portraying the CPCU Society’s brand value of forming connections—connections with peers, members, leadership, and knowledge.

The mark moves the original logo design forward into a more modernized state, with contemporary typography and a more stylized and easily identifiable mark.

Additionally, the new logo works in a San Serif font that is common throughout The Institutes brand, allowing for a stronger, complimentary brand affiliation between both organizations.

Why branding Guidelines?

These guidelines are designed to help the CPCU Society create a professional, powerful, precise and consistent brand identity that clearly communicates our vision of being the premier professional association for those in the risk management and insurance industry.

Importance of the Guidelines

Each of us—employees, volunteer leadership, members, strategic partners, vendors—is a brand ambassador for the CPCU Society. We have a responsibility to share a unified voice, to ensure the value of the CPCU Society brand. Following these guidelines can go a long way toward creating a truly unified brand experience.

Have a brand related question? Contact Member Resources at 800-932-CPCU (2728) or [email protected].

Knowledge. Empowerment. Engagement.

The CPCU Society is the leading professional association for those in the risk management and insurance industry because we:

• ProviderelevantKNOWLEDGE

• EMPOWER professionals to succeed

• ENGAGE future generations of leaders

The tagline Knowledge. Empowerment. Engagement. is the heart of the CPCU Society brand, and all communications should reflect this.

Introduction


The CPCU Society’s tone and voice needs to reflect the Society’s position as the leading professional association for those in the risk management and insurance industry. This means that all communications should reflect the Society’s tag line of Knowledge. Empowerment. Engagement. and should do so in a way that positions the Society as:

• Approachable • Respected

• Conversational • Professional

• Confident • Credible

• Trustworthy

The tone and voice of CPCU Society communications should never be:

• Ivorytowerinnature • Unreliable

• Elitist • Unknowledgeable

• Unprofessional • Offensive

• Unapproachable

Never only refer to the CPCU Society or chapters simply as CPCU.

• Example: I’m a member of CPCU.

Boilerplate Description About the CPCU Society

If asked to provide a description of the CPCU Society, please provide

the below boilerplate content.

The CPCU Society is a community of credentialed insurance

professionals who promote excellence through ethical behavior and

continuing education. The Society’s more than 20,000 members hold

the Chartered Property Casualty Underwriter (CPCU®) designation,

which requires passing eight rigorous examinations, meeting industry

experience requirements, and agreeing to be bound by a strict code of

professional ethics.

The CPCU Society is affiliated with The Institutes, the leader in delivering

proven knowledge solutions that drive powerful business results for the

risk management and property-casualty insurance industry. The CPCU

designation is conferred by The Institutes. More information about the

CPCU Society is available at www.CPCUSociety.org.

CPCU is a registered trademark of The Institutes. All rights reserved.

Should you need a shorter version, please contact Member Resources

([email protected]).

Tone and Voice


ProtectingOurMaterials

Please note that many of our materials require a copyright notice with the appropriate

year. For example, a copyright statement must be included on advertisements and

newsletters.

© 2014, The Society of Chartered Property and Casualty Underwriters.

Additionally, references to the Chartered Property Casualty Underwriter (CPCU®)

designation or CPCU must have a registration mark on first reference, and within the piece

must appear the following trademark notice:


The registration mark is not used in the name of the CPCU Society, but would be used on

the first reference to the designation. For example, “As a CPCU®, we agree to abide by a

code of ethics.”

Please keep in mind that the above applies to all referenced Institutes designations that

are trademarked.


Affiliate Endorsement

In general, an affiliate endorsement is brief wording that succinctly ties a brand to its enterprise.

The CPCU Society implements a consistent endorsement strategy on all materials to clarify its

relationship with The Institutes.

Benefits of Implementing an Endorsement Strategy

• StrengthenstheCPCUSocietybrandbyclarifyingasignificantrelationshipwithTheInstitutes

• ValidatestheconnectionbetweentheCPCUSocietyandTheInstitutes

• SubtlyleveragestheadditionalresourcesandsupportbehindtheCPCUSociety

• CapitalizesonbrandrecognitionofTheInstitutes

General Endorsement Strategy Guidelines:

• Beconsistentacrossallmaterials

o See examples for location of wording and format

• Whenspaceisanissue,wordinginsteadoflogocanbeused

• Inwrittenmaterials,theCPCUSocietyonfirstreferenceshouldnotetheaffiliation

o Example: The CPCU Society, an affiliate of The Institutes, is a community of credentialed

insurance profesionals.

Examples:

OneexampleofconsistentimplementationoftheendorsementstrategyisontheAnnualMeetingmaterials.

This provided a cohesive way to clarify the relationship between the Society and The Institutes:

• NegatedtheneedforcompetinglogosandallowedtheSocietytobeprominent

• ParticularlyimportantforNewDesigneestounderstandrelationship

oPastmarketresearchshowsthatNewDesigneesdonotunderstandTheInstitutes’relationshipor

connection to the Society


Logo Treatment

Reversed

1-color flat

The CPCU Society Logo

The CPCU Society logo is the most visible aspect of the

Society’s brand. It should be used in a confident and

consistent manner, aligned with the CPCU Society’s

strategic vision. Here are a few highly important rules to

help ensure that this key brand asset remains a strong

symbol of the CPCU Society’s brand.

Logo Artwork

The artwork for the logo is a fixed entity, and the

proportions should never be altered. The relationship

between the symbol and the type has been carefully

established and should not appear in any other way.

The logo should not be broken apart in any way unless

permission is given for a piece to appear on its own.

Exclusion Zone

To avoid overcrowding the logo with other graphic

elements, such as type or images, an area free of

anything else has been established around the logo.

ThisclearzoneisdefinedbythelettersizeinSOCIETY.

Minimum Size

The minimum width that the

logo may appear is 11⁄4 inches

(31.75 mm), which includes

the symbol and logotype. For

common applications—such

as a product brochure—look

to the examples found in

these guidelines.

11⁄4 in.

1-color with screens

50%


Social Media Logo Treatment

Please note that these logo designed are only to be used on social media outlets and

have been designed with those outlets specifically in mind. Please do not stack the

CPCU Society logo as shown here for any other use except for on social media.

This ensures that our brand is represented on social media in a way that accurately

reflects our logo while working within the spacing constraints of the platforms it is

presented on.

Should you have a logo size requirement that might need an alternative approach,

please contact Member Resources ([email protected]).

Twitter81x81 pixels

Facebook160x160 pixels

Chapter Logo Treatment

Each chapter has its own chapter logo as shown here. The individual logo as provided,

should appear on Chapter specific communications. Should you need your specific

chapter logo, please contact Member Resources ([email protected]). Chapter Name


Incorrect Use of the Logo

The CPCU Society Logo

Never use the CPCU Society in the following ways:

Old CPCU Society Logo

Drop Shadow

Embossed Shadow

Incorrect Colors

Broken Up

Distorted


Additional Graphic Brand Element

The swoosh design element appears on the website. This

can also appear in printed materials, but should be limited

and only done with approval. The color of the swoosh can

be modified, but it should not be altered in any other way.

For approval or questions, contact Maureen Gelches at ext. 7534 or Vanessa Valore at ext. 7805.


Color Palette

The colors in the CPCU Society color palette are a critical component of our branding.

PMS 7453Hex#7EA6D7C50M26Y0K0R126 G166 B215

PMS 289Hex# 002B5CC100M64Y0K60R0 G43 B92

Hex#DB4503C9M87Y100K2R216 G71 B38

Secondary Highlight Primary

PMS 556Hex# 72A492C42 M0Y33K27R114G164 B146

PMS 666Hex#A3A0C8C31M30Y0K7R163G160 B200

PMS 7503Hex# C8B18BC0 M12Y35K25R200G177 B139

PMS 7538Hex#8C978EC9 M0 Y13K30R171G182B171

Limited use


Typography

Helvetica Neue Light CondensedHelvetica Neue CondensedHelvetica Neue Bold CondensedHelvetica Neue LightHelvetica Neue Light ItalicHelvetica Neue RomanHelvetica Neue ItalicHelvetica Neue BoldHelvetica Neue Bold ItalicHelvetica Neue BlackHelvetica Neue Black Italic

HELVETICA NEUE FAMILY ARIAL FAMILY (Alternative font for website, computer applications, online applications, e-mail, and PowerPoint.)

Arial Arial Italic Arial Bold Arial Bold Italic (use rarely) Arial Narrow Arial Narrow Italic Arial Narrow Bold Arial Narrow Bold Italic

Approved Font Families

Consistency in typography is just as

important to maintaining a compelling

brand as is uniform use of the logo and

use of the approved color palette.

The following typefaces are strong yet

highly legible.

The recommended and required typeface

for most print applications is the Helvetica

Neue family. For uses when Helvetica

Neue is not available on a computer—or

for other digital uses—the substitution of

Helvetica or Arial is permissible.


Visit our website: www.CPCUSociety.org

CPCU Society, An affiliate of The Institutes720 Providence Road, Suite 100 Malvern, PA 19355-3433

CPCU Society, An affiliate of The Institutes720 Providence Road, Suite 100 Malvern, PA 19355-3433

Visit our website: www.CPCUSociety.org

Standard letterhead

720 Providence Road, Suite 100 | Malvern, PA 19355 | (800) 932-CPCU (2728) | www.CPCUSociety.org

Stationery Business cards

Envelopes

Business cards, letterhead, and envelopes will usually be provided

for you, and they are a highly visible component of the brand. Here

is how the graphic presentation of our brand is applied to core

business materials.


Advertising

Most advertising materials are developed by the Strategic Marketing and Products

departments. Advertising demonstrates how the tone and feel of the CPCU Society brand

is expressed in promotional communications. If you need to have an ad developed, please

contact Vanessa Valore at ext. 7805 or Maureen Gelches at ext. 7534.

4 LETTERS

Changethat can

Your Career

www.CPCUSociety.org | (800) 932-CPCU (2728)

Look behind the success of the insurance industry’s top-performing companies and leaders, and you’ll find innovation, street smarts, perseverance and four letters—CPCU®.

• CPCUs earn nearly 30% more than their peers. • Approximately 1,210 insurance company presidents and CEOs are CPCUs.

Take recent CPCU designees’ word for it:

• 96% say earning the designation increased their confidence in their abilities. • 90% say the designation was instrumental in increasing their ability to meet

client needs.

Be a subject-matter expert. Learn more at www.CPCUSociety.org/LE

Statistics are from surveys of CPCU Society members and completers of The Institutes’ CPCU program.

© 2013 Society of Chartered Property and Casualty Underwriters



CollateralCollateral materials such as newsletters and brochures are vital vehicles for generating

awareness of and promoting the CPCU Society brand. They often have staying power and

a long life in front of a member or prospect—so it is critical that they promote the brand in

a consistent manner.

These examples of collateral show some of the different forms that the graphic expression

of the brand can take. They also demonstrate how the proper use of the CPCU Society’s

logos, fonts, and color palette work to unify all of our communications.

Sample cover Sample cover


Collateral SignatureThe signature at the end of printed collateral materials is the final statement in any print

piece. It’s the CPCU Society’s endorsement on the material, and its main purpose is to

provide the logo, contact information, and website.

720 Providence Road, Suite 100 | Malvern, PA 19355(800) 932-2728 (CPCU) | [email protected]


WebsiteWhile you may not be responsible for developing

Web pages, it is important to note that all

interactive and digital communications for the

CPCU Society must be consistent with the print

examples already presented in these guidelines.

Here is how the brand look and feel translates to

Society Web properties.

Please see pages 5 and 6 for the typefaces and

colors for Web use, so that they are consistent

with the CPCU Society brand.


Email Banners

TitleSubheadAdditional copy

Sample

Sample with photo

Affiliate Footer

CPCU Society720 Providence Road, Suite 100 | Malvern, PA 19355-3433(800) 932-2728 (CPCU) | www.CPCUSociety.org


Presentations

Title slideLogo slide

PowerPoint templates have been created for

use in developing presentations that conform

to the CPCU Society brand.

Interior text slide

brand guidelines - cpcu society society | brand guidelines2014 2 3 introduction why guidelines?...

Documents