MetLife Visual Identity Guidelines Creative Philosophy 2.1 Issue 1: December 2016 Our Personality Attributes Empathetic Insightful Forward-Thinking Simple Our Creative Philosophy Clearly human Our brand appears modern, relevant, and engaging. All of our touchpoints are designed from a human perspective. Our communications create clarity, transparency, Our communications are based on understanding our and comprehension. customers’ behaviors. After extensive research on what our customers want and need from a At every touchpoint, we must ensure that we are creating clarity and financial partner, we have arrived at a new, robust brand strategy. As comprehension regarding our products and services while also appearing part of this strategy, we defined a refreshed personality for our brand contemporary and engaging. Our design and our experiences must be to embody. Those personality attributes led us to our design created from a human perspective, with empathy for what our customers philosophy: Clearly Human. want to learn or accomplish through any interaction with MetLife.