ADMIRAL BRAND GUIDELINES - vector logo€¦ · 8 Admiral Brand Guidelines 2.5 | The Admiral Logo...

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ADMIRAL BRAND GUIDELINES FULL VERSION 2.5 JULY 2018

Transcript of ADMIRAL BRAND GUIDELINES - vector logo€¦ · 8 Admiral Brand Guidelines 2.5 | The Admiral Logo...

ADMIRAL BRAND GUIDELINESFULL VERSION 2.5 JULY 2018

Contents

The Admiral Logo

4 Admiral Prime (Lozenge) Logo

5 Positioning The Prime Logo

6 Admiral Option (Roundel) Logo

7 Positioning The Option Logo

8 Admiral Video Logo

9 Admiral Logo Colours

10 Using The Logo

Digital Identity

12 Primary Content Colours

13 Supporting Colours

14 Navigation Colours

15 Buttons Colours

16 Miscellaneous Colours

17 Website Font

18 Email Font

Print Identity

20 Primary Content Colours

21 Document Font

Photography

23 Images of The Admiral

Tone of Voice

25 Customer Champions

26 How Does Admiral Speak?

29 Selling Admiral To The Customer

Social Media Tone of Voice

31 Social Media

32 Social media examples

Talking About Our Products

35 Talking about products

36 Referencing MultiCar and MultiCover

Guides for Video

38 Using The Logo In Video

41 End Sequence Audio

42 Admiral Fonts

44 Admiral Icons

45 Admiral Badges

Admiral Styles in Use

48 Websites

49 Emails

50 Online Display Advertising

51 Print Advertising

53 Policy Books

54 Stationery

Admiral Brand Guidelines 2.5 | The Admiral Logo3

The Admiral Logo

Admiral Brand Guidelines 2.5 | The Admiral Logo4

Admiral Prime (Lozenge) Logo

Standard Lozenge

THE PRIME LOGO

The Prime (lozenge) logo is our primary logo device. This should be used on a white background. In certain cases, the logo can be used in conjunction with a ‘Fino’ background, but authorisation from Studio and Brand Insight is required.

If the logo is required for use on a dark background or continuous tone image, the Reverse Lozenge should be used.

Any use of the Reverse Lozenge will require authorisation from Studio and Brand Insight.

Admiral Reverse Lozenge

Reverse Lozenge

Admiral Brand Guidelines 2.5 | The Admiral Logo5

Positioning The Prime Logo

EXCLUSION BOUNDARY

LOGO BOUNDARY

X-HEIGHT

The x-height is defined by the height of the letters m, r and a.

EXCLUSION ZONE

No other item should be placed within the bounds of the exclusion zone which is defined as 150% of the logo x-height.

XX

Admiral Brand Guidelines 2.5 | The Admiral Logo6

Admiral Option (Roundel) Logo

THE OPTION LOGO

The Option (roundel) logo provides us with a secondary device which should only be used when use of the Prime Logo is impaired or unsatisfactory.

Any use of the Option Logo (Standard or Reverse) will require authorisation from Studio and Brand Insight.

Admiral Reverse RoundelStandard Roundel Reverse Roundel

Admiral Brand Guidelines 2.5 | The Admiral Logo7

Positioning The Option Logo

EXCLUSION BOUNDARY

LOGO BOUNDARY

X-HEIGHT

The x-height is defined by the height of the letters m, r and a.

EXCLUSION ZONE

No other item should be placed within the bounds of the exclusion zone which is defined as 150% of the logo x-height.

Admiral Brand Guidelines 2.5 | The Admiral Logo8

Admiral Video Logo

Video Logo on colour backgroundVideo Logo on white background

PRIME LOGO FOR VIDEO

A special version of the Prime Admiral logo is to be used on video, and should be positioned in the top right hand corner. This version of the logo has a translucent background.

By positioning it in the top right corner, it will prevent the logo encroaching on any legal copy.

Admiral Brand Guidelines 2.5 | The Admiral Logo9

Admiral Logo Colours

ADMIRAL BRAND COLOURS

The Prime and Option Logos should always be formed of the two main Admiral brand colours.

The exception is when using the reverse logo which should always be white.

Admiral Blue Admiral Red

HEX: #2350A0

RGB: R35 G80 B160

PANTONE:2945 U

CMYK: C100 M53 Y2 K16

HEX:#CC0033

RGB: R204 G0 B51

PANTONE:186 U

CMYK: C1 M91 Y72 K3

Admiral Brand Guidelines 2.5 | The Admiral Logo10

Using The Logo

!

! !

!

WHITE SPACE

The logo should always be used on a white background. Make sure nothing encroaches upon the exclusion zone.

SEPARATING

The logo should always be used in its complete form and never separated.

ASPECT RATIO

When scaling the logo, make sure it maintains its aspect ratio at all times.

DECORATION

The logo must not be altered in any way. Do not add words, graphics or decoration (such as drop shadows).

ROTATION

Rotation of the logo is prohibited.

!

Admiral Brand Guidelines 2.5 | Digital Identity11

Digital Identity

Admiral Brand Guidelines 2.5 | Digital Identity12

Primary Content Colours

Admiral Blue Body Copy Links (Azzurri)

HEX: #2350A0

RGB: R35 G80 B160

HEX:#4F4F4F

RGB: R79 G79 B79

HEX:#0078FF

RGB: R0 G120 B255

Main Background Alternative Background (Fino)

HEX:#FEFEFE

RGB: R254 G254 B254

HEX:#F0F0EB

RGB: R240 G240 B235

Admiral Brand Guidelines 2.5 | Digital Identity13

Supporting Colours

Admiral Red Testimonials Icon Blue

HEX:#CC0033

RGB: R204 G0 B51

HEX:#FF7911

RGB: R255 G121 B17

HEX:#41A5F5

RGB: R65 G165 B245

Icon Blue Over Footer Grey Alternative Footer Grey

HEX:#A5CDDB

RGB: R165 G205 B219

HEX:#282828

RGB: R40 G40 B40

HEX:#464646

RGB: R70 G70 B70

Admiral Brand Guidelines 2.5 | Digital Identity14

Navigation Colours

Border Background (Nav Fino)

Outline

HEX:#D1C7BD

RGB: R209 G199 B189

HEX:#F7F7F5

RGB: R247 G247 B245

HEX:#0B2C5B

RGB: R11 G44 B91

Gradient Existing Customers Gradient

Navigation Explore Blue

HEX:Gradient from #11448C to #2350A0

HEX:Gradient from #085FC0 to #0078FF to #288CFF

HEX:#A4CCEA

RGB: R164 G204 B234

Admiral Brand Guidelines 2.5 | Digital Identity15

Buttons Colours

Button CTA Secondary Button CTA

White Button

HEX:Gradient from #00A32E to #00C535

HEX:Gradient from #0080CC to #00B8EA

HEX:Gradient from #E0E0E7 to #F8F8F8

Button CTA Outline Secondary Button CTA Outline

White Button Outline

HEX:#009227

RGB: R0 G146 B39

HEX:#0080C2

RGB: R0 G128 B194

HEX:#B8B8CC

RGB: R184 G184 B204

Admiral Brand Guidelines 2.5 | Digital Identity16

Miscellaneous Colours

Alert Orange Table Background

HEX:#FF5F00

RGB: R255 G95 B0

HEX:#CFE7F6

RGB: R207 G231 B246

Admiral Brand Guidelines 2.5 | Digital Identity17

FACIT EXTRALIGHT

The quick brown fox jumps over a lazy dog.

FACIT LIGHT

The quick brown fox jumps over a lazy dog.

FACIT REGULAR

The quick brown fox jumps over a lazy dog.

Website Font

FACIT

Websites should, where possible, utilise Facit as the main font.

Third party sites can access this font by supplying a relevant domain to Studio and Brand Insight.

In special cases when Facit isn’t available, the following fonts should be used in place of Facit: Helvetica Neue, Helvetica, Arial.

Preferred font weights:

Facit Light

Facit Regular

Facit

Admiral Brand Guidelines 2.5 | Digital Identity18

Email Font

HELVETICA

Emails from the Admiral brand should use the Helvetica font. If you are unable to use Helvetica, then Arial is the preferred substitute.

HELVETICA LIGHT

The quick brown fox jumps over a lazy dog.HELVETICA REGULAR

The quick brown fox jumps over a lazy dog.HELVETICA BOLD

The quick brown fox jumps over a lazy dog.

Helvetica

Admiral Brand Guidelines 2.5 | Print Identity19

Print Identity

Admiral Brand Guidelines 2.5 | Print Identity20

Primary Content Colours

Admiral Blue Admiral Red Body Copy

PANTONE:2945 U

CMYK: C100 M53 Y2 K16

PANTONE:186 U

CMYK: C1 M91 Y72 K3

PANTONE:NEUTRAL BLACK U

CMYK: C0 M0 Y0 K85

Grey Keyline Table Header

CMYK: C32 M26 Y12 K1

CMYK: C0 M0 Y6 K5

Admiral Brand Guidelines 2.5 | Print Identity21

Document Font

FACIT

Facit is to be used in all Admiral print documentation.

Preferred font weights:

Facit Light

Facit Regular

Facit Semibold

FacitFACIT LIGHT

The quick brown fox jumps over a lazy dog.

FACIT REGULAR

The quick brown fox jumps over a lazy dog.

FACIT SEMIBOLD

The quick brown fox jumps over a lazy dog.

Admiral Brand Guidelines 2.5 | Photography22

Photography

Admiral Brand Guidelines 2.5 | Photography23

Images of The Admiral

USE OF IMAGERY

A suite of images containing the Admiral are available to use for internal purposes.

These six images are available on request as PNG for web use and PSD for print use.

ADMIRAL-A ADMIRAL-B ADMIRAL-C

ADMIRAL-D ADMIRAL-E ADMIRAL-F

Admiral Brand Guidelines 2.5 | Tone of Voice24

Tone of Voice

Admiral Brand Guidelines 2.5 | Tone of Voice25

Customer Champions

LOOKING OUT FOR YOU

‘Looking out for you’ expresses everything we want our customers to feel about Admiral.

It’s more than about getting a quote. Or a renewal. It goes beyond just giving people car and home insurance. It’s the reason for everything we do. It’s our DNA. Every service we provide, every product we offer, every conversation we have, every contact we have with our customers at every stage. It’s our mantra. Something to be proud of and to celebrate.

THE CUSTOMER CHAMPIONS

Admiral are the caring insurance experts whose number one priority is the customer. In fact, we’re never happy until they’re happy. It’s about going the extra mile. That’s why we have 3 million happy customers.

It’s why we do what we do. We build insurance around customer’s needs and requirements. And we do it at every touchpoint on their journey. From product features, to great customer service and easy to understand communications, we are a constantly thinking of ways to help.

We want to give people something that everyone wants - the feeling that someone is looking out for them.

THE ADMIRAL

She’s the outward face of Admiral. She embodies the values we hold dear. She’s modern, expert, caring and approachable. She’s a friend in people’s time of need. She understands and listens. She’s always on the side of the customer - working tirelessly to help people save money. Wherever she appears - on TV, in print, online, or social media, she must always comes across as someone you can trust to sort things out. She’s the friendly face of insurance.

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How Does Admiral Speak?

ALWAYS CARING

Hand in hand with being experts, we are also caring. We treat every customer as an individual, with individual needs and concerns. We are approachable, understanding and supportive. We should always seek to reassure the customer, so that they feel like they are being taken care of - that we are looking out for them. It’s about them knowing support is always at hand and all backed by the experience and scale that only Admiral can provide.

THE EXPERTS

Admiral should always speak like a knowledgeable friend - an expert who has the customer’s best interests at heart. While insurance can seem complicated, it’s important that all communication is as jargon-free as possible. Everything should be easy to interpret and understand. We want to empower the customer to make the right decision that’s right for them. We are the helping hand that can guide them through the process. Our expertise offers reassurance at every stage.

Admiral Brand Guidelines 2.5 | Tone of Voice27

How Does Admiral Speak?

ALWAYS POSITIVE AND PROACTIVE

Let’s face it no company is perfect. Mistakes are occasionally made, oversights happen. So how do we act when a customer is unhappy? Positively, proactively and professionally. We need to be understanding, address their concerns in a friendly, helpful way. We need to always be reassuring, open and honest and apologise if necessary and promise to sort things out immediately. No one likes to be fobbed off.

Admiral are always on the side of the customer - whatever’s happened. In serious cases, perhaps consider sending a personal hand written card, rather than an impersonal corporate letter.

Never forget – people often talk highly and stay with a company who have been amazing at handling the good and the bad.

Admiral Brand Guidelines 2.5 | Tone of Voice28

How Does Admiral Speak?

APPROACHABLE

Admiral isn’t a dull insurance brand. It’s not a faceless corporation. It’s friendly, modern and fun. It has fresh thinking at it’s heart and a fresh approach to dealing with customers. That’s why when you talk to people, they usually have good things to say about us. So the more accessible we can be to people, the more they will trust us and like us. We need to be on their level. Talk to, not down to. No pressure. No hard sell. Not being judgemental. It’s about having a chat, not just a conversation. We are not afraid to use humour where appropriate. We talk in everyday language. No jargon. No nonsense. Just straightforward advice.

SENSE OF HUMOUR

Admiral are serious about insurance, but that doesn’t mean that there can’t be wit and understated humour in their communications. Where appropriate it can be used to give a human touch and be on a level with the average customer.

Admiral Brand Guidelines 2.5 | Tone of Voice29

Selling Admiral To The Customer

WE SHOULD SAY

“Home insurance doesn’t have to be complicated. Let Admiral make things easy for you. With easy to understand levels of cover, you can choose the one that suits you best. We’ve done all the hard work, so you can just relax knowing you’re protected.”

CUSTOMER BENEFITS

When talking to the customer, we should try to avoid talking about the technical aspects of the product; instead we should communicate the benefits the customer will receive if they purchase.

INSTEAD OF SAYING

“Looking for a comprehensive home insurance policy? Admiral can help. We can provide cover for contents, as well as buildings insurance. There are a number of different levels of cover to choose from, to match your specific needs and requirements.”

Admiral Brand Guidelines 2.5 | Social Media Tone of Voice30

Social Media Tone of Voice

Admiral Brand Guidelines 2.5 | Social Media Tone of Voice31

Social Media

CUSTOMER SERVICES

Our CS social media team respond to customer queries on Admiral’s Facebook page and @AdmiralUKHelp on Twitter. Wherever possible we will take the conversation to private messaging on both platforms.

MARKETING

On our marketing channels we can be more relaxed. We’re keen to engage with existing and potential new customers via competitions, product promotions and interesting news articles.

Our use of social media should always be friendly and approachable. We are passionate about what we do, whether sharing serious content about new driving laws or something more light-hearted – such as competitions.

When carefully employed, social media offers exciting ways to reach out and engage with customers. As well as Facebook, Admiral uses Twitter for marketing and customer service purposes.

It’s important to be concise, clear and relevant without losing meaning.

Admiral Brand Guidelines 2.5 | Social Media Tone of Voice32

England set to follow Wales in ban on smoking in cars with children http://www.theguardian.com/society/…#news #smoking

Admiral @AdmiralUK • 8h

Social media examples

SHARING CONTENT

When sharing links and stories, a brief summary will do. Refrain from undermining the brand with unsuitable language and hashtags.

Lolz, woman driver drives nearly 3 miles home in car with WHEEL missing! http://metro.co.uk/2015/02/… #news #muppet via @MetroUK

Admiral @AdmiralUK • 8h

!

Perfect! Thank you for getting back to me. Hope you settle in to your new home quickly 🏡🏡

Admiral @AdmiralUK • 8h

Hi Tracey. Love it!! 😆😆 Makes our day 👍👍 Thank you for insuring with us once again, and so pleased our 🌟🌟 Abigail looked after you. Hugely appreciated - Marc

Admiral @AdmiralUK • 8h

!EMOJIS

Emojis are a popular addition to any modern communication, but they shouldn’t be overused. Be careful to read the tone of the customer’s message before deciding on whether or not it’s suitable to use them.

Admiral Brand Guidelines 2.5 | Social Media Tone of Voice33

Social media checklist

ALWAYS DO THE FOLLOWING

• Check your spelling

• Share helpful posts

• Read the customers’ tone – if they’re having fun, have fun with them. If they’re very formal and serious, keep a similar tone

• Reply to positive posts and favourite/RT good tweets

• Wherever possible, a conversation on Twitter and Facebook should be taken to Direct Message

• Make private conversation easier by sending people the inbox link when asking them to DM us on Twitter

THINGS TO AVOID

• Don’t be defensive

• Never replicate posts and responses, it gives the impression we don’t care enough to give a personal response

• Try to avoid confrontation and argument

• Try not to over-use emojis, it can undermine the message

• Don’t be too formal. For example ‘thanks’ is better than ‘kind regards’ on social.

Admiral Brand Guidelines 2.5 | Talking About Our Products34

Talking About Our Products

Admiral Brand Guidelines 2.5 | Talking About Our Products35

Talking about products

PRODUCT NAMES

When we are talking about our products, we always refer to them in Title Case. If simply referring generally to a product, it is displayed in sentence case.

ADMIRAL PRODUCT

SPEAKING IN GENERAL

home insurance Home Insurance

!

Home Insurance

home insurance

!

Admiral Home Insurance Admiral home insurance!

Admiral Brand Guidelines 2.5 | Talking About Our Products36

Referencing MultiCar and MultiCover

Please ensure when referencing a product prefixed by ‘multi’, you use the correct variation. The examples here show how to display them, depending on their context.

PRODUCT NAME

MultiCar & MultiCoverWhen talking about our branded products, Multi and Car/Cover (title case) are combined.

GENERAL

multi car & multi coverWhen we’re talking about multi insurance in general, and not talking about our branded products, we use lower case and separate the words.

Admiral Brand Guidelines 2.5 | Guides for Video37

Guides for Video

Admiral Brand Guidelines 2.5 | Guides for Video38

Using The Logo In Video

LOGO POSITIONING

A special version of the Prime Admiral logo is to be used on video, and should be positioned in the top right hand corner. This version of the logo has a translucent background.

By positioning it in the top right corner, it will prevent the logo encroaching on any legal copy.

www.youtube.com

Admiral Brand Guidelines 2.5 | Guides for Video39

Using The Logo In Video

FULL COLOUR BACKGROUNDS

The translucent background allows the Video Logo to be legible on full colour backgrounds. Do not use the standard Admiral logos or their reversed out alternatives for video.

www.youtube.com

Admiral Brand Guidelines 2.5 | Guides for Video40

Using The Logo In Video

THE PACKSHOT (END SEQUENCE)

We have two packshots available for video. One has just the HQ Admiral Prime logo, the other additionally contains the “Looking out for you“ signature.

The end sequences are available on request.

www.youtube.com

Admiral Brand Guidelines 2.5 | Guides for Video41

End Sequence Audio

AUDIO STING

The end sequence audio normally works in conjunction with the packshot end sequence.

There are three files available:

• Audio Sting Only

• Voiceover Only

• Audio Sting With Voiceover

All three are available on request in WAV format.

Admiral Brand Guidelines 2.5 | Guides for Video42

Admiral Fonts

COLOUR USAGE

In video, all copy must be in either Admiral Blue, or Body Copy colour.

Icons are to retain the Icon Blue colour.

Admiral Red Admiral Blue Body Copy

HEX:#CC0033

RGB: R204 G0 B51

HEX: #2350A0

RGB: R35 G80 B160

HEX:#4F4F4F

RGB: R79 G79 B79

Icon Blue

HEX:#41A5F5

RGB: R65 G165 B245

Admiral Brand Guidelines 2.5 | Guides for Video43

FACIT EXTRALIGHT

The quick brown fox jumps over a lazy dog.

FACIT LIGHT

The quick brown fox jumps over a lazy dog.

FACIT REGULAR

The quick brown fox jumps over a lazy dog.

Admiral Fonts

FACIT

As with the website, all video should use Facit as the main font.

In special cases when Facit isn’t available, the following fonts should be used in place of Facit: Helvetica Neue, Helvetica, Arial.

Preferred font weights

Facit Light

Facit Regular

Facit

Admiral Brand Guidelines 2.5 | Guides for Video44

Admiral Icons

ICON USAGE AND CREATION

As previously mentioned, all icons are to be created in the Icon Blue colour.

New icons can be created, but must adhere to the style set out in the existing icon set, and will need to be signed off by Studio and Brand Insight.

Product icons are available on request in PNG format.

Admiral Brand Guidelines 2.5 | Guides for Video45

Admiral Badges

BADGE USAGE

A range of badges (found on the Admiral website) in PNG format, as well as a badge template file (in Sketch format) are available on request.

Any new badge designs created will need to be approved for use by Studio.

90%

9/10 £200SAVE

Admiral Brand Guidelines 2.5 | Appendix46

Appendix

Admiral Brand Guidelines 2.5 | Admiral Styles in Use47

Admiral Styles in Use

Admiral Brand Guidelines 2.5 | Admiral Styles in Use48

Websites

Admiral.com

Admiral Brand Guidelines 2.5 | Admiral Styles in Use49

Emails

Left: Warranty email

Right: Customer newsletter email

Admiral Brand Guidelines 2.5 | Admiral Styles in Use50

Online Display Advertising

A selection of display ads used for online advertising.

Admiral Brand Guidelines 2.5 | Admiral Styles in Use51

Print Advertising

A5 double-sided Home Insurance leaflet.

Admiral Brand Guidelines 2.5 | Admiral Styles in Use52

Print Advertising (cont.)

Full page magazine adverts for the Six Nations.

Admiral Brand Guidelines 2.5 | Admiral Styles in Use53

Your Cover with Admiral 21

Section 6: Your No Claims Bonus

1. What happens to your Bonus if you claim

If you (or any driver named on your policy) make a claim or a claim is made against you, and you do not have protected or guaranteed No Claims Bonus, your No Claims Bonus will be reduced as follows:

No Claims Bonus at last renewal date (yrs)

No Claims Bonus at next renewal date (yrs)

1 Claim 2 Claims 3 Claims

1 NIL NIL NIL

2 NIL NIL NIL

3 1 NIL NIL

4 2 NIL NIL

5+ 3 1 NIL

IMPORTANT

This is a No Claims Bonus and not a no blame bonus. If a claim occurs which is not your fault and we have to make a payment, your No Claims Bonus will be reduced unless we can get back all that we paid from those responsible.

If you make a claim and your renewal premium has already been calculated, your No Claims Bonus will be amended and your premium will change.

2. Claims that don’t affect your Bonus

y payments made for windscreen damage

y payments for emergency treatment fees

y claims which aren’t your fault where we have recovered all of our money

Policy Books

Guide to your Admiral Cover

An example of policy book design.

Admiral Brand Guidelines 2.5 | Admiral Styles in Use54

Stationery

Registered in England and Wales as EUI Limited Reg. No. 2686904. Registered Address: Ty Admiral, David Street, Cardiff CF10 2EH. Authorised and regulated by the Financial Conduct Authority (309378) admiral.comCB 021 002

Tŷ Admiral, David Street, Cardiff, CF10 2EH

Tel: 02920 123 456 Mob: 07960 987 654 Email: [email protected]

John SmithGraphic Designer

Admiral Brand Guidelines 2.5 | Admiral Styles in Use55