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Indoor signageOutdoor signage

Style GuideSignage10

Style Guide – Version 2.0, 2012

Allianz Style Guide 10: Signage 2Allianz brand identity

03 Allianz brand identity 04 Our brand essentials 05 Overview of our media

06 Introduction to Allianz signage 07 Quick guide 08 Details on our key elements 11 Examples

13 Details for indoor signage 14 Points to remember 15 Logo 16 Colors 17 Typography 18 Materials 19 Illumination 20 Solutions for single logos 21 Integrating the logo

23 Details for outdoor signage 24 Points to remember 25 Logo 26 Colors 27 Implementation 28 Placement examples/freestanding logo 29 Special guidelines for historical monuments 30 Potential and limitations 31 Site selection 32 Suppliers and legal aspects 33 Contract checklist 35 Other considerations 36 Construction 37 Best practice 40 Important aspects to consider

42 Contact

Contents

Allianz Style Guide 10: Signage

At Allianz, we believe in being there for our customers every step of the way. We know that we can learn a great deal from them. This is the key to creating products and services that help people lead richer, better lives – and the foundation for strengthening the trust they have in us.

If we want our customers to place their trust in us, we need to earn it – every day.

Our corporate design is modern, versatile, engaging and shows our unwavering focus on our customers. It also reflects the needs of our markets and clearly illustrates our service offerings and brand strategy. It highlights our personality and gives us a unique look to set us apart from the competition. Our new corporate design is as effective digitally as it is on paper, allowing us to connect with more people around the world.

With our identity, we are promoting a new kind of dialogue with our customers – one that will foster strong, lasting relationships.

Let’s start now.

Allianz brand identity


Allianz Style Guide 10: Signage 4

Our freestanding versionThis is used for special media, such as stationery and signage.

Allianz corporate logoOur signature logo, we use it for nearly all media.

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We are proud of our brand

We put our customers first

We show real life

Our Allianz Blue reflects our strong heritage and personality. People recognize our color at a glance. This is why we use Allianz Blue prominently for our logo. Our expanded range of vibrant second-ary colors gives Allianz a friendlier, more contemporary look.

Our images reveal the world around us. We show real clients, employees and stakeholders in their actual surround-ings. Our photographs look like captured moments in time – not artwork.

We open up our color spectrum

Our versatile notepad helps us focus our communication on our customers. It may feature a handwritten piece of advice or important product and service information depending on the application.

Use of descriptor requires GMM approval.

Important: only exception

Descriptor

Our brand essentials



Anđela Mužinić, naša brončana stolnotenisačica na Europskom prvenstvu u stolnom tenisu za osobe s invaliditetom, zna sve o upornosti i pobjeđivanju.

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Benefit from our 120 years experience in insuranceand investments.allianz.com

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Overview of our media


Allianz Style Guide 10: Signage 6Introduction to Allianz signage

Contents




23 Details for outdoor signage 24 Points to remember 25 Logo 26 Colors 27 Implementation 28 Placement examples/freestanding logo 29 Special guidelines for historical monuments 30 Potential and limitations 31 Site selection 32 Suppliers and legal aspects 33 Contract checklist 35 Other considerations 36 Construction 37 Best practice 40 Important aspects to remember

42 Contact


H

BuildingsA-G, I, O

U1

Conference Center

RestaurantBistro

Our signage needs to be clearly visible and distinctive to compete with other advertising and billboards. It boosts awareness of the Allianz brand and also identifies company locations and partners, providing customers with a valuable point of reference.

The key elements featured on our signage are shown to the right.

Materials are specially selected for indoor and outdoor signage.

Illumination is required for outdoor signage, optional for indoor use.

Allianz logo

Example: directional systems Example: illumination

Quick guide – What are our key elements?

Introduction to Allianz signage


Details on our key elements – Logo and colors

Indoor signage Colors

ColorsOutdoor signage

Examples

Allianz Blue

White

Black

Metal

Allianz Blue

White

Indoor signs feature the positive version of the Allianz logo on a neutral background.

- Black or white logos may be used to meet special architectural requirements.

- For a more refined look, the logo can be milled, etched or embossed onto the surface of the material.

There are three versions of the Allianz logo available:

- The freestanding logo

- The blue and white logo boxes

- Please select the version based on the building architecture and local surroundings.



Brushed aluminum

Brushed aluminum

Details on our key elements – Materials

We only use exclusive, top-quality materials to make all of our indoor signs.

- Conventional brushed aluminum is most frequently used.

- It is also possible to use other mate-rials like wood, concrete and frosted glass/glass.

- They always feature the Allianz logo in a solid color on a neutral back-ground.

Wood

WoodConcrete

Concrete

Frosted glass/glass

Frosted glass/glass

ExamplesMaterials



Indoor signage Examples

Details on our key elements – Illumination

- All outdoor logo signs are illuminated.

- They are designed for long-term use and primarily positioned in high traffic and pedestrian areas.

- Illuminated logo signs should only be used in rooms or areas that are not well lit. Spots can also be used to highlight the logo.

- Please be sure to always choose the right lighting for the desired impact. It should not create a glare or blind viewers.

- Backlighting is another option for premium signs.

Outdoor signage



Examples – Our indoor signage



Examples – Our outdoor signage

Barcelona

Munich-Unterföhring

Jakarta

HamburgBerlin

Cologne

Zagreb Munich


Allianz Style Guide 10: Signage 13Details for indoor signage

Contents





42 Contact


Indoor signage

1. Logo: The Allianz corporate logo in Allianz Blue is used on indoor signs. Black or white logos are reserved for special cases.

2. Materials: Brushed alumi-num, frosted glass or other materials may be used as the background for the corporate logo depending on the location. All materials must reflect Allianz’s high standards of quality.

3. Colors: The logo is generally Allianz Blue, but may be black or white depending on the building requirements. The following colors must be used: Blue (RAL 5002), Pure White (RAL 9010) and Black (RAL 9005)

4. Typography and picto-grams: Allianz Sans and our modern, functional pictograms give our signs a unique look.

We have outlined some important points to remember when working with our key elements, which are listed below. The following pages provide step-by-step explanations of how to use these elements on our indoor signage.

Points to remember for indoor signage

Details for indoor signage


Logo

Please remember:

1. Our indoor signs feature the positive version of the Allianz corporate logo on a neutral background. The minimum distance between the logo and the edges of the sign equals the cap height of the logo.

2. If necessary, black or white logos may be used to comply with building-specific design requirements.

4. If these colors cannot be used due to building restrictions, metal (copper, brushed aluminum, stain-less steel) may be selected instead.

5. More elegant, refined signs can be created by milling, etching or embossing the logo onto the surface of the material. In this case, no additional color is added.

6. The Allianz logo is always positioned in a clearly visible location. These guidelines also apply in double-branding situations with two logos.

7. The logo may be centered or aligned with the left or right edge of the sign. Please remember to position the logo the defined minimum distance from the sign edges.

8. If the Allianz logo is featured in exist-ing directional systems or signage (e.g. mailboxes or doorbell name-plates), the placement and colors (black, white, Allianz Blue) are based on the established onsite standards. All signs should correspond to the look of the rest of the building.

9. Please be sure to always use the master artwork for the Allianz logo, which is available for downloading from the CDMP.

The minimum distance to the edges equals the cap height of the Allianz logo.



Colors

Allianz Blue is most commonly used for the Allianz logo on indoor signs. Black or white logos may also be featured to coordinate with the interior design.

It is also possible to reproduce the Allianz logo in metal (copper, brushed aluminum, stainless steel) if these colors are not allowed for use in the building.

All metallic versions of the Allianz logo must be approved by Allianz SE Group Market Management, Brand Governance.

Primary colors RAL 5002

PAnTOnE 420

Allianz Blue White

Black Metal

RAL 5002 RAL 9010

RAL 9005 The logo may be reproduced in metal in exceptional cases.



TypographyWe use our corporate typeface on all signage.

Allianz corporate typeface

Allianz Sans LightAllianz Sans Light ItalicAllianz Sans RegularAllianz Sans Regular ItalicAllianz Sans BoldAllianz Sans Bold Italic

Please remember:

1. All text elements are set in the corporate typeface Allianz Sans.

2. The typestyle, size and color are predefined for each element. For specifications, please see the “Detailed measurements” section.

H

BuildingsA-G, I, O

U1Conference Center

RestaurantBistro



Materials

All of our indoor signage elements are made of specially selected materials to reflect the uncompromising quality standards of the Allianz brand. It is important to design our indoor signs with each building in mind. Our logo may be featured on a variety of differ-ent surfaces to match the materials and colors already used in the building. The standard version and a few exam-ples of building-specific applications are shown here.

In each case, the Allianz corporate logo is attached from the back of the sign using adhesive or screws. Please be sure that the application technique is not visible from the front. The letters should always lie flat on the surface of the sign.

Standard application:Allianz Blue logo on a high-quality metallic sign for a distinguished, functional appearance

Building-specific application:Allianz Blue logo on a concrete surface

Building-specific application:Metallic logo on a metallic surface

Building-specific application:Metallic logo on a wooden surface

Building-specific application:Logo engraved in wood



Illumination

It is important to choose the lighting for our indoor signage based on the conditions in each location. Bright, well-lit areas do not require additional illumination. In darker spaces, it is possible to use spot lighting to draw special attention to the Allianz logo in other cases. Premium signs can also be backlit to create a more dramatic im-pact. In every case, please be sure to choose the right level of lighting to avoid creating a glare or unpleasantly bright light.



Solutions for single logosSample mailbox and elevator labelsThe logo may be aligned with the left or right edge provided the defined minimum distances are accommodated.

Sample standalone signs at the building entrance

TypographyAllianz Sans RegularCap height for the company and street names:Max. 50% of the Allianz logo cap heightLine spacing: 140% of the type size

Minimum distance

Allianz Deutschland AG

Fritz-Schäffer-Straße 9


Fritz-Schäffer-Straße 9


Fritz-Schäffer-Straße 9Sample logo1

Sample logo2

Sample logo3

Sample logo1

Sample logo2

Sample logo3



Integrating the logoThere are a number of options for using our corporate logo on building directories. These examples show possible solutions and their specifications.

Sample building and floor directories

TypographyAllianz Sans RegularCap height for the room name:Max. 100% of the Allianz logo cap heightLine spacing: 120 % of the type size

H

BuildingsA-G, I, O

U1Conference Center

RestaurantBistro

04 Company 2Conference Room

H03 Company 1

Company 2Company 3

02 Company 1Company 1 Management

01 Executive Board VGK/GRD Controlling/Marketing/SystemsManagementConference Room

EG K/GRD Risk ConsultingManagementK/GRD ClaimsConference Room

U1 Conference RoomsArchivesControl Rooms

04ManagementConference Room

H03

02Management

01Executive Board VGK/GRD Controlling/Marketing/SystemsManagementConference Room

EGK/GRD Risk ConsultingManagementK/GRD ClaimsConference Room

Conference RoomsArchivesControl Rooms

Minimum distance

Sample logo1

Sample logo2

Sample logo3

HU1

Sample logo1

Minimum distance

Executive Board VGK/GRD Controlling

Risk ConsultingManagement



Integrating the logoOur corporate logo can be integrated on door signs in a number of different ways. Some possibilities are shown below.

Sample door signs

TypographyAllianz Sans Regular and BoldCap height for employee names and titles:Max. 100 % of the Allianz logo cap heightLine spacing: 120 % of the type size

TypographyAllianz Sans RegularCap height for the room name:Max. 100 % of the Allianz logo cap heightLine spacing: 120 % of the type size

Joe SampleClaims AdjustmentDepartment

Jane SampleAdministration Office

01H 142Joe SampleClaims AdjustmentDepartment


01 142Joe SampleClaims AdjustmentDepartment


01H 142 H

Minimum distance


Allianz Style Guide 10: Signage 23Details for outdoor signage

Contents





42 Contact

Allianz Style Guide 10: Signage 24Details for outdoor signage

We have outlined some important points to remember when working with our key elements, which are listed below. The following pages provide step-by-step explanations of how to use these elements on our outdoor signage.

Points to remember for outdoor signage

Outdoor signage

1. Logo The Allianz corporate is available in three versions: the freestanding logo and the blue and white logo boxes.

2. Illumination: All outdoor logo signs are illuminated.

3. Colors: The logo should appear in Allianz Blue wherever possible. The following colors must be used: Blue (RAL 5002) and Pure White (RAL 9010).


Logo

Please remember:

1. There are three versions of the Allianz corporate logo: the freestanding logo, and the blue and white logo boxes. The version is selected based on the building architecture and local surroundings.

2. Please do not modify the logo in any way.

3. The design proposal must be approved by Allianz SE Group Market Management, Brand Governance.

4. Please be sure to always use the master artwork for the corporate logo, which is available for downloading from the CDMP.

Corporate logo on a white or Allianz Blue background

Sample applications

Freestanding corporate logo: The logo elements may not be modified or separated.

Details for outdoor signage


Colors

The logo should appear in Allianz Blue wherever possible. Please remember to use the following colors in all cases: Blue (RAL 5002) and Pure White (RAL 9010).

Primary colors

Allianz Blue White

RAL 5002 RAL 9010

Munich-Unterföhring



Implementation

Logo selection and placement Signs featuring the Allianz logo should always be clearly visible from both close and long-range distances. The aim is to attract the greatest possible attention while ensuring that the logo fits in with the overall appearance of the building.

When choosing the ideal position for the sign (roof or façade, left- or right-aligned, centered), please be sure that it creates the strongest visual impact. At the same time, it should not clash with the immediate surroundings.

It is also important to consider the local climate conditions when deciding on the type of sign and positioning. Frequent rain, cloudiness, smog, etc. can impact the visibility and durability of the sign over the long term.

Zagreb



Placement examples/freestanding logo

On a canopyOn a building façadeCentered on a flat roof



Example: freestanding logo in metal

It may be necessary to design special signage for buildings classified as historical monuments. If an Allianz Blue sign is not allowed, please use the freestanding version of the logo in metal (copper, brushed alu-minum, stainless steel) instead.

All signs must be approved by Allianz SE Group Market Management, Brand Governance.

Special guidelines for historical monuments



Potential and limitations

Outdoor signage is a low-cost way of reaching large audiences. Since mass transit systems and roads transport people through a limited number of routes, you can achieve high coverage with a few strategically placed signs. Average exposure is high because city residents tend to have very consistent monthly travel patterns.

Installing permanent outdoor signage at key locations is one way of establishing and maintaining a high level of brand awareness. This is especially important when entering new markets or competing in challenging ones. At the same time, please remember that signage alone is not enough. It should be used to sup-plement other communication activities.

- High reach- High exposure- Largest available media format- Most geographically selective of all major media

- Logo signs only feature the brand name- It is impossible to target age, gender or other demographic

criteria that cannot be geographically defined- No editorial information to enhance viewer involvement

(the sign is the message)- Effectiveness/impact is difficult to measure

Potential

Limitations



Site selection

The agency responsible for planning should be able to provide the following details:

- An exact description of the location- Photo and video documentation from all main viewing angles at

different times of the day- Location identification number- Cost per day- Number of outdoor signs in the immediate vicinity- Possible sign structures

Agency checklistQuick site selection listPlease consider the following points when choosing a site for an outdoor sign:

- High traffic flow (number of cars, pedestrians), density of traffic over 24 hours

- Average number of passengers per vehicle, boat, train, plane, etc. (contacts), resulting coverage

- Number of vehicles at night (important for illuminated signs)- Primary social status of potential audience (does it support the

targeted result?)- Longest range of visibility to passersby (consider the direction

of traffic, angles, visibility in heavy traffic)- Closest range of visibility- Height from ground level- Obstructions to line of sight - Retail and real estate research results- Significance of the area - City planning aspects- Sociodemographics of the area- Building status- Legal restrictions- Distractions for drivers caused by local traffic and other elements- Public transport data- Information from local traffic authority



Suppliers and legal aspects

Finding the right supplier is an important aspect of outdoor signage. It is important that you work with a reliable partner who can answer any questions you might have during and following the installation phase. A good supplier will usually handle the following services:

- Choose and evaluate sites- Obtain licenses and permits- Process rental fees and other expenses- Produce signs- Calculate energy consumption- Handle insurance- Coordinate maintenance and disposal- Negotiate contracts and extensions

Outdoor signage contracts involve substantial expenditures over several years. For this reason, it is important to thoroughly examine all terms and conditions before entering into any agreements. The checklist on the next page is a useful guide.

For further information and support concerning legal issues, please contact Allianz SE Group Market Management, Brand Governance.

Legal aspectsChoosing a supplier



Contract checklist

1. Licensing Most countries require government approval for outdoor signage. Working with a full-service supplier is helpful because such companies are usually familiar with administrative procedures.

2. Authorization This depends on the country. Generally, authorization is required from the following authorities: fire safety board, building control office, and the office in charge of historic buildings and monuments.

3. Supporting scaffolding Existing scaffolding must undergo a thorough stress analysis by an expert. Please be sure to have a written expert’s report on hand before signing the contract.The scaffolding may not be altered once the contract has been signed. All existing scaffolding should be fully documented (photos/ video) before the contract goes into effect. Any information in the contract referring to the condition must be specific. Please avoid general language like “... in satisfactory condition”.

4. Security deposits Try to avoid paying a security deposit if possible. If one is required, the funds should be placed in a special account that earns the standard rate of interest.

5. Certification The certification of the installed outdoor signage should be clearly specified in the contract. All component parts that are manufactured, delivered and installed must be certified in compliance with industry standards and legal requirements. Once the installation phase is complete, please keep all project documentation, including design studies, drawings and other relevant information in a safe place for future reference (this is important for settling any legal disputes).

The installation must be fully documented in compliance with local restrictions (including electromagnetic interference, European norms for ground leakage circuit breakers, CENELEC-approved high-voltage installations, safe operation standards, static and structural testing).



Contract checklist

6. Contract signing Please do not sign any contracts before receiving official approval from all municipal/government authorities.

7. Hours of operation Illuminated signs should remain in operation from dusk until dawn. They should switch on automatically in case of fog or unanticipated darkness (storm clouds, etc.).

8. Notice period If it is necessary to remove the scaffolding prematurely due to unforeseen circumstances, the license holder should be notified at least three months in advance and entitled to a predetermined amount of compensation. This information must be clearly specified in the contract.

9. Surrounding area Conditions that may potentially reduce the visibility of an outdoor sign should be avoided if possible. Please contact local authorities to ensure that elements such as buildings, construction cranes, Ferris wheels, etc. will not obstruct the visibility of the sign.

10. Building demolition The contract should specify that the building on which the sign is placed will not be demolished, or include provisions for compensation if demolition becomes necessary.

11. Positioning relative to other illuminated signs In order to accurately assess the impact of an outdoor sign, it is important to get details on the position and size of other illuminated signs on the building as well as any planned installations.

12. Ensuring visibility The contract should include information on the visibility of the sign. It should also specify that no rooftop equipment (elevator shafts, antennas, air conditioning units, etc.) will be installed once the outdoor sign is in place.



Other considerations

From a legal standpoint, it is important to obtain insurance for the sign transport and installation as well as the operation period. The supplier should also provide information on their liability insurance in advance. Fire protection must be clearly specified in the contract.

The contractor responsible for installation should submit a complete project plan with full documentation (including a construction certificate) prior to starting work. It is important that this be approved before the installation process begins.

2. Project description and documentation

1. Insurance coverage



Construction

Outdoor sign constructionPlease be sure to adapt the construction of each outdoor sign to local conditions. A number of factors should be taken into consideration, including the location of the sign, the surrounding area and visibility (background, other nearby signs, smog conditions, etc.). The two best practice examples shown in the following pages feature different techniques and logo configurations.

All design proposals for outdoor signs require advance approval from Allianz SE Group Market Management, Brand Governance.



Treptower in Berlin

Best practice example 1

1. Location descriptionThe Treptower Building in Berlin is a freestanding structure located on the banks of a river. The buildings or neon signs in the area do not compete with or obstruct the view of the Allianz logo. The climate conditions in Berlin do not interfere with good visibility.

2. Type of signThe location of the Treptower Building in Berlin ensures that the Allianz logo is unobstructed and the sign can be clearly seen from a distance. This is why we recommended using the freestanding logo version in this case.

3. Technical specifications- The acrylic glass is blue “Röhmglas” (serial number 601gs)

in color scheme A (Liwefa). Alternative: white acrylic glass covered with translucent blue foil.

- The stretch canvas on the back panel is white 3M Panaflex 940 with adhesive Allianz Reference Foil 3M 3630 VT 1228, translucent.

- The lateral shades and exterior sections are blue powder-coated (RAL 5002) with pure white (RAL 9010) inside.

- The frames and bases are in baked enamel. Alternative: powder coated.

- Steel frames are corrosion protected. All connecting parts are V2A quality (stainless).

- Illumination: Osram fluorescent tubes, 74 cm, 3 x 33 watts- Energy-saving system with 500 individually changeable, low

pressure gas-discharge lamps rated at 60,000 hours service life (provided by NEL).




Great Eagle Building1. Location descriptionThe Great Eagle Building in Hong Kong has a mountain range in the background and is surrounded by a number of high- rise buildings with illuminated signs. Smog is very common in Hong Kong and can have a negative impact on long-range visibility. Finding the right contrast between the sky, mountains and other buildings is also difficult. Signs and illuminated ad-vertising with competing trademarks can be found on virtually all high-rise buildings in the area. The weather conditions are also challenging, with frequent high winds and even typhoons.

2. Type of signTaking the local conditions into consideration, we chose the logo version featuring blue letters on a white background to ensure the best possible visibility (sign in place until 2011).




3. Technical specifications Back panel with hot-galvanized steel dividers painted in white RAL 9010; visible neon tubes. Illumination: 18 – 20 mm diameter, horizontally mounted, full-length neon tubes (space between tube center axis: 200 mm); borosilicate white powdered tubes from AUPEM SEFLI, reference 6900.

Letter frames and 100 mm edges in 30/10 gauge aluminum panels finished in blue RAL 5002 baked enamel; visible neon tubes. Illumination: 18 – 20 mm diameter, horizontally mounted, double contour full-length neon tubes inside (space between tube center axis: 150 mm); color-tinted crystal tubes are in Murano “Cobalt blue”.

A dimmer unit for the back panel adjusts the intensity of the lighting to ensure the visibility of the blue logo (optional dimmer: Botex SBC-310, Rainbow Pack-1).

The following solution was implemented to compensate for the weather conditions in Hong Kong:

The back of the structure consists of air-permeable panels made from hot-galvanized steel and painted in RAL 9003. Instead of being aligned horizontally, the panels are tilted slightly so that the entire background cannot be seen.

The air-permeable, perforated canvas on the back of the structure enhances daytime viewing. This makes the white backgrounds of the Allianz letters appear opaque while allowing wind to pass through.

Letter construction

Great Eagle Building



Important aspects to consider

Installation

Maintenance

- A manufacturer’s certificate and license are required for all construction units. - A stress analysis report and approval from a product safety organization (TÜV)

are required in order to ensure stability and safe positioning. - All electrical installations must be protected against lightning and circuit overloads.- Neon installations and neon high-voltage equipment must installed in compliance

with CENELEC or DIN EN 50107 guidelines. This is especially relevant for ground leakage circuit breakers and open circuit voltage protection.

- All installations must be directly accessible for maintenance and repairs.- A visual inspection should be conducted every two to three days.- If there is any indication of malfunction, the sign should be repaired within 48 hours.- All electrical and electronic components should be inspected every two months.- The contract should include cleaning services. The signs should be cleaned after

each winter season.



Important aspects to consider

Disposal of outdoor signage may be included in the commercial contract or outlined in a separate contract. We recommend that the commercial contract include professional dismantling and disposal services.

Planning and installing outdoor signage is a complex task. The following chart outlines the average timeframes required for the different project phases:

Planning 1 week Appointment of local stress analyst/steelworkers/assembly team 1 weekPlanning process 2 weeksBlueprints 1 week Lightning protection 1 weekManufacturing of letters, steel frame, lighting 4 weeks Assembly (pre-assembly, storage, crane positioning, complete assembly) 6 weeksTest phase and transfer 2 weeks Total time 18 weeks

Disposal

Scheduling



Contact

Any questions?

Do you have specific questions relating to our design? We are always happy to help. Please contact Allianz SE Group Market Management.

Allianz SEGroup Market ManagementBrand GovernanceKöniginstraße 28D-80802 Munich

[email protected]

Contact

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