BRAND IDENTITY STANDARDS GUIDE - Mutual Insurance Company Brand Identity Standards Guide for your...

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  • BRAND IDENTITY STANDARDS GUIDE Distinct guidelines on how all aspects of our company’s brand will be handled to create a unified and identifiable presence.

    For associates of Mountain West Farm Bureau Mutual Insurance Company | From the Sales & Marketing Department

  • MKT - Brand Guide (8/18) Mountain West Farm Bureau | 2

    The Sales & Marketing Department has organized the Mountain West Farm Bureau Mutual Insurance Company Brand Identity Standards Guide for your convenience. This user-friendly guide includes both narrative text and diagrams to outline general standards.

    As an associate of Mountain West Farm Bureau, you are part of a dynamic, multi- state insurance organization. Although some people know us as “Farm Bureau Insurance,” it is important that we embrace the broader “Mountain West Farm Bureau Insurance” brand.

    Everything about Mountain West Farm Bureau — products, signs, advertisements or correspondence — creates an image of our brand within the minds of customers, prospects and business partners. To ensure a positive and consistent image, it is vital that we regulate and protect our corporate identity. As our partners, you can help project a consistent look and message for the Mountain West Farm Bureau Mutual Insurance Company brand.

    INTRODUCTION

  • MKT - Brand Guide (8/18) Mountain West Farm Bureau | 3

    GRAPHIC IDENTITY

    Mountain West Farm Bureau Mutual Insurance Company is our flagship consumer brand. The Mountain West logo is the most visible symbol of the brand. It is made up of the following key elements:

    The FB graphic should be either black and red or 100% black or solid white. The FB graphic cannot be any other color combination.

    The brand name/logotype must always remain constant, in black or solid white.

    The registration mark is a key element and should always remain a part of the logo. The “®” is the legal identification that denotes that the FB graphic is federally registered with the U.S. Patent and Trademark Office.

    FB Graphic

    FB Graphic

    Brand Name/Logotype

    Brand Name/Logotype

    Registered Trademark

    Registered Trademark

    S TA

    C K

    E D

    H O

    R IZ

    O N

    TA L

  • MKT - Brand Guide (8/18) Mountain West Farm Bureau | 4

    LOGO GUIDELINES

    PMS 485 Black

    No smaller than 2” wide

    Arial Bold

    Corporate Colors: Our two-color logo is Pantone 485 and black. The Farm Bureau “leaf” appears in Pantone 485. Whenever possible, it should be used.

    When it’s not possible to use the two-color logo, a solid black or solid white logo may be used. No other colors (including screens) may be used.

    Area of Isolation: Maintain adequate open space (at least 1/4”) around the logo to protect legibility and integrity. This area is to remain free of trimmed edges, type or any other imagery.

    Background Colors: When using the logo, take care to select a background color that enhances the logo.

    Brand Name: The brand name must always remain constant, in black. The company name is displayed in Arial Bold. The brand name is part of the logo art and should never be altered.

    PANTONE is a registered trademark of Pantone Inc. The colors displayed on this page are simulations of colors in the PANTONE Matching System. For accuracy to the Pantone Color Standards, refer to the current edition of the PANTONE Formula Guide.

    Logo Art: Consistent quality reproduction of the corporate logo and the advertising positioning mark is critical for the overall awareness and recognition of our brand. The logo should always be reproduced in its entirety, without alteration. Always use first generation reproduction art, not a photocopy or a fax. Contact the marketing department for electronic files of logo artwork.

    Minimum Size: Consistent sizing of the logo will unify and support the overall corporate image. Other than for specific, approved uses, the logo should NOT be produced any smaller than 2 inches wide.

  • MKT - Brand Guide (8/18) Mountain West Farm Bureau | 5

    INCORRECT LOGO USE

    The FB Graphic should not be used by itself to represent Mountain West Farm Bureau Mutual Insurance Company. The full logo must be used.

    The FB Logotype may not be used in any alternative font. The Mountain West logotype is Arial Bold. No other substitute may be used.

    The logo should never be stretched or distorted horizontally or vertically. Logo image must be scaled proportionally.

    The logo should not be used in a grayscale format. If the logo cannot be used in the two-color combination, then solid black or white should be used.

    The logo should never be stretched or distorted horizontally or vertically. Logo image must be scaled proportionally.

    The logo should not be reproduced in any color other than the approved two-color combination or in solid black or solid white (see page 3).

    Shading, distracting backgrounds and dimensional effects that interfere with the legibility should be avoided. Logo should be easily recognizable.

    Mountain West Farm Bureau Mutual Insurance Company

  • MKT - Brand Guide (8/18) Mountain West Farm Bureau | 6

    APPAREL & SPECIALTY ITEMS

    The stacked logo is typically used on apparel and other specialty items for maximum readability. Employees should contact the marketing department for more information.

    All elements of the logo should remain legible without distortion. Some specialty items, due to size, may require logo art smaller than the minimum size required. Therefore, all items should be approved by the marketing department prior to use.

    Pre-approved apparel and specialty items are available through the company store.

  • MKT - Brand Guide (8/18) Mountain West Farm Bureau | 7

    WEBSITE

    Mountain West Farm Bureau Mutual Insurance Company’s website initiatives are in continual development/refinement. Your understanding and compliance are appreciated as we continue to enhance our web presence.

    With increasing frequency, consumers continue to use search engines to research products and services. Mountain West Farm Bureau Mutual Insurance Company is continually developing a comprehensive website to inform Internet users about our company and its offerings.

    Mountain West Farm Bureau Mutual Insurance Company is committed to complying with market conduct standards set within our industry.

    Personalized agent listings have been developed by the Marketing Department. Agents can promote their listing to customers and prospects. Customers and prospects can also find local agents by using the agent locator on www.mwfbi.com.

    www.mwfbi.com

  • MKT - Brand Guide (8/18) Mountain West Farm Bureau | 8

    CONTACT INFORMATION

    For questions pertaining to this Brand Identity Standards Guide; to obtain an electronic logo file; or to request approval for special logo use, contact the Marketing Department:

    Amanda Jeffers Marketing Services Manager (307) 721-7733 ajeffers@mwfbi.com

    Michelle Hardy Creative Media Producer (307) 721-7849 mhardy@mwfbi.com